In the final column of the year for Total Fabricator magazine, Ben Aspinall, DoorCo’s head of technology and marketing reviews the rollercoaster year of 2022, the emerging trends in the composite door market and what 2023 might look like.
The final column of the year always provides the opportunity to take stock and look forward. We’re reviewing the trends and innovations we’ve seen in the world of composite doors this year as well as discussing what we think 2023 has in store.
Rollercoaster ride
The turbulence of the last few years is not behind us yet. Stock and supply issues are on a more even keel and lead times are under better control but we’re still dealing with the fall out of cost increases and surcharges in most areas. For the majority of the year, we’ve still been juggling increased sales levels with an undercurrent of challenges. Coherent communication and collaboration have been the theme at DoorCo, while we’ve been working hard behind the scenes to deliver improvements across the board, from a bolstered team to a host of product and service innovations. It has certainly been another rollercoaster year but once again, we feel our adaptability and flexibility has enabled us to grow as a stronger, more robust business.
FIT Show success
One of the biggest highs in 2022 for DoorCo was the FIT Show. It was only the second time we’ve been an exhibitor in our own right and as the show had been delayed numerous times, we had a lot to say when the show finally went live! FIT Show gave us the perfect platform to showcase what DoorCo looks like in 2022 based on the growth we have achieved in recent years. Bringing together our House of Brands, new innovations, products and technology, which underpins everything we do, visitors were able to gain an insight into the world of DoorCo, as well as enjoy some authentic Korean hospitality and live music, delivered on the late night opening with Kubu.
Trends on display
GRiPCORE and FLiP generated a lot of interest at the show, as well as the latest trends in design, PAiNT colour and GLAZiNG. The Bright Magma door was a real standout, not just because of the shade but also thanks to the striking contrast of the black Inox cassette and matching hardware.
For those preferring something more subtle, the grey door movement is still very much apparent, and we supported this with the preview of the TWiNTONE colour concept and METALLiC glazing cassette. Visitors to the stand were so impressed with the innovation in design and colour that both products were added to our portfolio with immediate effect. Created using our FLiP Flat Stipple cassette, which features the unique Foam In Place® technology and simple click together installation, METALLiC offers a competitive alternative to the popular metallic cassette designs and TWiNTONE some serious contrasting design choices.
A modern twist
DoorCo approved components very much led the way when it came to supporting different combinations of door styles, colour and glass to represent the big shift in adding a modern twist to traditional door styles on the stand. For example, a bright, bold PAiNT colour like Tree Frog, contemporary etched GLAZiNG design of Trinity and FLiP Flat Grained on a farmhouse door adds a totally new dimension to the traditional door style.
GRiPCORE’s immovable core
2022 has been GRiPCORE’s first year in circulation and our customers are delighted that our exceptional tolerance claims that its thermal door movement will not exceed more than 3mm, are true. The hybrid core of cross laminated engineered hardwood, LVL timber and hardwood stiles & rails, pressed with DoorCo’s signature 4mm skins, means that GRiPCORE’s core is immoveable.
Both our distribution and prep customers are embracing GRiPCORE’s competitive alternative as it outperforms existing solid core doors on the market. Plus, they are finding it particularly easy to adopt to their product portfolio as manufacturing and handling requirements do not differ from the ORiGINAL door.
Marketing innovation
GRiPCORE has also been our marketing focus for the second half of the year as we continue to build our portfolio and exclusive product offering. We’re working on a new brochure and one of the features and our latest marketing innovation, is an Augmented Reality visualiser.
Augmented Reality (AR) is a system that combines real and virtual worlds, using real time interaction. Activated using a QR code, the AR visualiser overlays the property’s existing door with the DoorCo door of choice to visualise exactly what that door will look like once it is installed, simply using your mobile phone’s camera. It is currently being trialled with one hero door ahead of release of the GRiPCORE brochure, where all hero doors will be available with the new AR feature.
We’re particularly excited about this latest marketing innovation that was developed in house by our technology & marketing team, as it the first sales tool of its kind for our industry and is proven to have an extremely positive effect on the buying process, which should lead to assisting our customers to sell the perfect door more easily.
What’s next?
As the close of 2022 fast approaches, it’s fair to say the rollercoaster continues. The myriad of challenges UK businesses are facing maybe different, but they are in no way, less serious. Political unrest, an unstable economy, the unrelenting war in Ukraine, the resulting cost of living crisis and promises of a recession on the horizon paint a pretty bleak picture and none of us have a crystal ball to understand how this will affect our industry. There are plenty of questions looming: Will an ‘improve not move mentality’ emerge? Will windows and doors be on the green agenda? Will people even be able to afford to invest in home improvements?
While there is much uncertainty, there are glimmers of opportunity too. For DoorCo, we will be focused on what we believe will be the key to surviving 2023: offering innovation, differentiation and collaboration.
For more information call: 01625 428955
