Phoenix Doors: Responding to changing composite door trends

Having ceased production of PVC door panels at the end of last year, Phoenix Doors, part of the Masco UK Window Group, is focusing on developing its range as a dedicated composite door company. Sales Director Haydon Statham highlights what’s in store.

It’s full steam ahead in 2018 for Phoenix Doors as we continue to concentrate on refining our composite door range, service and delivery to suit the requirements of installers across the UK.

As the composite door market continues to grow, in line with market research forecasts, we are responding to changing trends with new door styles, locking systems and colours that suit our customers’ – and their customers’ – specific requirements.

The introduction of our rebranded Sovereign range – one of the most comprehensive ranges of composite doors on the market - last summer has been well-received by our customers. Bringing together the Continental and County Collections under one collective brand means we can offer the widest choice yet in 44mm flush-fitting composite doors, making ordering a much simpler process all-round.

Homeowners’ changing preferences towards more modern door styles and designs are influencing our development of new glazing designs. New contemporary ‘neutral’ designs include obscure patterns for privacy and stylish ‘sandblasted’ designs, including house numbers, etched into the glass. Our in-house glass shop can also create intricate leaded styles that complement traditional-looking doors, while our Fusion range injects a splash a colour. We are proud of what we can supply for even the most exacting of customer tastes!

Triple glazing is becoming more popular and is featured heavily in our new Sovereign brochure. Our double and triple-glazed units are manufactured to BSEN 1279 standards and both have excellent heat retention properties.

Colour is a big seller and demand is growing year on year. Four out of 10 doors we supply are now coloured – and 40% of those are Anthracite Grey. This shade is definitely the ‘new black’! Two paintshops at our enlarged premises in Huntingdon are busy keeping up with demand for a wide range of RAL shades.

Installers have also benefited from the greater choice of locking systems now available throughout the range. Being able to offer a conventional lift-up lever handle multi-point locking system and the latest ‘slam-shut’ locks with an escutcheon has opened up fresh selling opportunities to consumers.

The addition of our new GU auto-engage slam-shut lock is helping to generate extra sales for installers who can promote the product’s ‘added convenience’ features to homeowners. The lock engages when the door is pulled shut and easily opened again with the turn of a key.

Over the past 13 months since moving to Huntingdon, we have continued to invest in new personnel and systems that are delivering further benefits for our customers. Crucially, this has given us a flexible production capacity so we can adjust our daily production numbers in line with the market fluctuations. This, I think is very key in what is a seasonal market.

Having said all that, the composite door market does not come without its challenges. Coloured doors are now so popular that the two spray booths came under tremendous pressure during the run up to Christmas due to the amount of orders in the system. Even with great planning and increased production capacity, the window industry seasonal rush proved to be as testing as ever.

Nonetheless, all doors set for delivery before Christmas arrived as promised. To achieve this, the factory and the sales office did not get off to start the festivities until well into the afternoon on Friday 22nd December. This showed splendid commitment and effort from all the sales office and factory staff, so big thanks to them!

The composite door market is competitive because it’s a strong-growing market; I always think that’s a healthy sign and competition is a good thing. Going forward, Phoenix Doors will maintain its reputation for being the ‘composite door supplier of choice’ and listening to – and delivering- just what our customers want and need.