November/December 2021

Cover Story
A WINNING COMBINATION
Nominated for Best New Product at the G21 Awards, Deceuninck’s Heritage Flush Door
presents installers with an exciting opportunity to make the most of increasing
demand for high margin flush products.
Originally introduced as a solution for those
looking to replace worn out traditional
timber sashes with an authentic looking,
high-performance alternative, the market share
of flush PVC windows has grown significantly
over the years.
For Deceuninck, that has translated to sales
of its G17 award winning Heritage Flush Sash
now running at around 40%, a figure that has
been achieved through the inherent quality of
its system and enhanced further by its ability to
service a corresponding increase in demand for
foils and colour.
“The demand for flush is absolutely clear,” says Rob
McGlennon, managing director, Deceuninck. “We
can see it in our own sales figures but the results
of our independent consumer research, which was
conducted by YouGov, are also conclusive. As part of
our survey, we presented homeowners with a choice
of a flush window or a standard casement – 62%
said that they preferred the former.”
Deceuninck’s research revealed that while flush
was overwhelmingly popular ‘across the board’, it
had particular appeal with the 35 to 44 age group,
with 69% of respondents stating a preference
and also with 45–54 year-olds at 64%.
Importantly, it also highlighted that consumers
preferred flush regardless of the age of their
home, with 62% stating that they would choose it
over standard windows on a range of properties,
from pre-1920 right up to modern builds.
“The ability to match flush windows into such
a wide range of properties, is down to foils and
colour,” explains Rob. “If you take a finish like
Anthracite Grey, which can be combined with a
grey substrate, you can produce a window that
mimics the contemporary style of aluminium, but
with less cost and better performance.
“Switch to an Agate Grey, or a woodgrain such
as Irish Oak or Heritage White, and you have a
fantastic looking timber alternative. For installers,
our Heritage Flush is not just a hugely flexible
offer, it’s also one that delivers a much higher
margin – especially when you take into account
the increasing demand for colour.”
Taking the lead on colour
Deceuninck’s market leading service on foiled
product is the result of significant investment
in manufacturing capacity – including a recent
six-figure spend on state-of-the-art Luna R
lamination technology – but is also based on its
ability to supply customers from stock.
With 30 different colourways kept in stock at its
expansive warehouse facility in Calne, Wiltshire,
customers can effectively select what they
want ‘off the shelf’ via an online ordering
system, without being compromised on additional
lead times.
As a result, Deceuninck says its customers are,
on average, selling twice as much colour as
their competitors.
Woodgrains offer “a fantastic looking timber alternative”
Deceuninck has made significant investment in manufacturing capacity – including
a recent six-figure spend on state-of-the-art Luna R lamination technology
14 T I NOVEMBER/DECEMBER 2021 PRACTICAL CONTENT FOR THE GLAZING INSTALLER & HOME IMPROVEMENT SPECIALIST