Expanding without cannibalising

When it comes to composite doors, there have always been “two very distinct camps”, according to Mark Atkinson, Sales Director at Hurst.

“There are those that prefer a solid core option with a PVC skin that clearly matches the outer frame with foils and colour availability – and those that prefer the thermal efficiency of a fibre glass skin and a foam core,” says Mark.

“We’ve always dominated with the foam side, but we found, when visiting customers, that they’ll either have one or the other or both. We thought we might be missing an opportunity.

Adding a solid core option to its portfolio would allow Hurst customers to source both technologies from one supplier, simplifying procurement and providing consumers with more choice. But it was imperative that the company’s existing GRP product wasn’t undermined in the process.

“Giving consumers greater choice can generate more sales opportunities for installers,” added Mark. “We wanted to diversify, but without cannibalising our current offer, and that’s how the S-Class solid core door came about.”

 

Product parallels

Instead of replacing one product with another, the S-Class runs in parallel to Hurst’s GRP offer, allowing the company to additionally service customers with a preference for solid core, without eclipsing its existing offering.

With solid core products typically sitting slightly above GRP in the perceived market hierarchy, the introduction of the S-Class gives Hurst installers access to higher-value projects in the premium bespoke sector.

“The S-Class gives us flexibility to manufacture smaller-width doors because of the nature of a solid core. And because it’s a PVC skin, with the same foils as the outer frame, there are also colour advantages,” adds Mark.

Available in 32 styles and 18 colours, in addition to extensive glazing and hardware options – including Hurst’s Harmony Collection, as well as its Bee and Butterfly range – the S-Class offers comparable personalisation opportunities to its GRP stablemate, ensuring consistency of choice across both product types.

 

Two products, one source

GRP customers continue to receive the same focus, innovation and support from Hurst, but are now also able to offer a solid core option in addition. The ability to deliver both products from the same supplier considerably cuts down on admin, simplifies logistics and reinforces the relationship between Hurst and its customers.

Utilising existing skills and equipment to bring the S-Class to market meant that no major capital investment was required, maintaining production stability for existing Hurst customers.

“From an operational point of view, it was quite simple to bring the S-Class in alongside our existing GRP product,” adds Mark.

“We could use our existing skills and existing equipment, and it was basically maximising the potential of that provision.”

Strengthening Hurst’s overall offer, the introduction of the S-Class successfully provides installers with a broader commercial opportunity that doesn’t devalue the company’s GRP heritage offer.

“In a market where diversification is often key to survival, S-Class allows us to cater to the full spectrum of entrance door demand, from cost-effective PVC-U panel doors to high-end, premium composites,” adds Mark.

“It’s allowed our installer customers to cast the net wider in terms of product choice and the interest this may attract, and we’re confident this will translate into additional sales,” he concludes.