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Customer trends Continued from page 66 Sternfenster was the first UK fabricator to own a Graf Welder, and now has three at its Lincolnshire facility. They produce a range of finishes, from a near invisible weld on foiled StyleLine sashes, to a 1.5mm pencil line finish on standard white outerframes. Sternfenster’s best-selling product, StyleLine is available with a flush sash, is rated A for energy efficiency as standard, and the multi-point shootbolt locks and MACO hardware provide PAS24-compliant security. “We’ve found that homeowners’ views on aesthetics are changing,” Nathan said. “The window industry has gone from being driven by the demand for white squares, to about changing the look and the feel of your home. “This is important in driving sales of StyleLine windows. “On the one hand you’ve got more expensive alternative products out there which you can sell against – because it is a high-end product at a reasonable price point – and you’ve got consumers’ buying habits changing, and that’s really what’s driven the numbers.” Nathan argued that this demand in higher value – and higher margin – products have always been there, but the window and door industry chose to sell on price instead. “Up until now, this industry was not driven by the consumer,” he said. “It is a salesman’s job to sell aesthetics and to create the desire for a product – like a Dyson vacuum cleaner or a Mercedes car, for example – but rather than selling on the features and benefits offered by high end products like StyleLine, window companies were selling on price – a race to the bottom. “Look at the history of the flush sash. It’s taken something like 12 to 16 years to really take hold, which is ludicrous for a product that is so good, and which can really drive-up profit margins.” Nathan explains the pandemic didn’t change people’s aspirations, it just altered their buying habits. And now that the window industry has realised that modern features such as foiled profile and flush casements – as offered by the StyleLine window – win customers and increase margin, there’s no reason why things should change now. “Some people believe that now we are through the worst of the pandemic, and we are facing a squeeze on the standard of living because of rising energy prices, that we are somehow going to return to the bad old days of simply selling on price and settling for reduced margins,” Nathan concluded. “But I don’t think that’s the case. “In the current climate, it is the people who have the spare cash who are going to buy windows, and they will be going to products that fit their chosen aesthetic – a better-looking product that fits in with what they want.” Contact Sternfenster: 01522 512525 www.sternfenster.com @Sternfenster 68 TI MAY <strong>2022</strong> PRACTICAL CONTENT FOR THE GLAZING INSTALLER & HOME IMPROVEMENT SPECIALIST
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May 2022

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