June/July 2020

Retail Analysis: Aluminium
HAVE YOU GOT END-USER APPEAL?
Following the launch of its Decalu window and door system earlier this year, Deceuninck
Aluminium outlines its retail proposition for fabricators and installers, focusing on a new bifold
that ‘ticks a lot of boxes’...
“We could have the best system
to make in the world but if it
doesn’t have end-user appeal, it
doesn’t add much value,” says Nigel Headford
(pic right), Deceuninck Aluminium’s business
development director. “Technical performance is
a prerequisite, but to sell an aluminium bi-fold
your product has to connect. I believe Decalu88
does that.”
Decalu, the new system by Deceuninck Aluminium
was launched at the start of this year. The
aluminium systems house’s proposition is
straightforward. It wants to bring new levels of
service and support to aluminium systems supply.
To achieve this aim, it’s drawing down on the
culture which underpins its parent business to
bring, according to the man leading its charge,
“the standards of service and support you would
expect from leading PVC-U systems companies,
to aluminium systems supply.”
In pursuing this objective, Deceuninck Aluminium
is also applying focus to many of the same areas
as its PVC-U sibling.
Strategically Deceuninck’s PVC-U business
has supported its customers’ growth through
the focus it has placed on colour – some 30
colourways from stock – contributing to the 40%
plus growth in foiled profile seen by the PVC-U
systems company in the last year.
This is something that is not lost on the new head
of Deceuninck Aluminium: “The impact colour is
having on the market is massive; it’s as relevant
in aluminium as it is in PVC-U. If we’re going to
support installers in selling more, as a supply chain
we have got to give them the tools to do so; colour
is a big part of our strategy.”
A comprehensive new aluminium system, Decalu
includes a series of casement
options including Decalu 88
Steel and New Steel, designed
to replicate steel commercial
windows; plus a hidden sash and
retro option. There’s also a tilt-andturn
option and the ultra-energy efficient,
Decalu101 Scand.
Deceuninck Aluminium has, however, chosen to
focus its attention, during this launch phase, on
Decalu88, its new bi-fold and accompanying liftand-slide
option, Decalu163.
Greatest opportunities
“We’re focussing on those areas of the market
which offer the greatest opportunities to our
customers in trade fabrication and in retail,”
Nigel says. “There are significant growth
opportunities in aluminium full stop but they’re
perhaps a little more pronounced in bi-folding
door supply.”
The Bi-fold Doors Market Report – UK 2020
to 2023 from AMA Research published at the
beginning of this year, has predicted growth in the
bi-folding door market across sectors of 7% this
year [2020]. Its longer-term forecast
is also positive, although it argues
that growth may drop to a still highly
respectable 5% by the end of 2023.
This would mean, according to AMA,
a total market value of £113m by 2023.
Aluminium remains the most popular material
type, with the majority of bi-folding doors
supplied, as expected, as replacements for older
inline sliding products.
As a retail proposition, the Decalu88 bi-folding
door ticks a lot of boxes. U-values are as low
as 0.68W/m 2 k triple glazed or 1.4W/m 2 k double
glazed. Sightlines are minimal, giving the
Decalu88 a contemporary premium aesthetic,
while there’s also a slim interlocking option.
With each sash able to accommodate weights
of 200kg and up to 3m in height, the Decalu88
bi-folding door also offers impressive design
flexibility, while guaranteeing ultra-smooth running.
Given the focus Headford places on the
importance of colour and its lineage as part of the
wider Deceuninck ‘stable’, the finish options for
the Decalu88 offer installers a competitive edge.
26 T F JUNE/JULY 2020 CONNECTING THE WINDOW, DOOR & ROOF FABRICATION SUPPLY CHAIN