Jayne Sullivan, Operations Director at leading composite door supplier DOORCO Ltd talks to Glass News about how fashions in interior design can’t be ignored when looking at where the door market is heading next and how colour and style must be prevalent in supplying the end customer with the lifestyle choices they desire.
MAKING DOORS THE LIFESTYLE CHOICE
One of my favourite tasks is to flick through the monthly interior design magazines I subscribe to. It’s not about gaining inspiration for my home but seeing what the experts are talking about and the key trends emerging – after all the front door of a house often reflects the style of the home within. And as we all know, what’s ‘hot’ inside eventually filters through to the exterior. It’s about recognising that our products are essentially a lifestyle choice and for DOORCO, it’s this attention to detail that drives our innovation. In fact, it was the main inspiration behind this magazine’s cover which is a taster of what’s to come from our new brochure.
It’s all about colour
The main topic of conversation continues to be colour, and there are some very prevalent themes emerging. While grey may still be the neutral of choice for many interiors due the timeless and classic look it provides, colour choices are bolder – grey is evolving as we see a significant shift towards lighter greys such as Traffic Grey and Slate, but also blue and green tones coming through especially with colours such as Moss Green, Basalt Blue, French Blue and Stormy Seas. Of course, the experts are often braver in their design than many homeowners but we can all pick the elements we like to introduce into our homes. It seems the style is all about rich pigments and moody tones. Dark blue walls and dark furniture, furnished with a touch of colour and texture. Interestingly tropical trends are still popular, but instead of carnival bright colours, it’s about mixing greens and bold leaf patterns. I have to agree that rich shades of green look striking against the navy or charcoal walls that are so fashionable.
It is gratifying when browsing through what the top designers are saying, that their styles are aligned with where DOORCO is going next. For us it’s about delivering these lifestyle choices, and whatever the homeowners’ tastes are, we as an industry, should be offering doors that are on-trend and accessible. We already have the widest range of designs, and customers tell us, the best looking composite door finish in the market. But as we evolve, we need more than just “traditional” or “contemporary” to define them with and more than just pictures of door fronts or lines of SKUs to provide broader inspiration.
In the initial stages of designing our next brochure, instead of just incorporating our new products, colours and designs in to our original one, we felt we needed to do something different. Our current brochure seems to have become the template for many, which is not surprising as it is comprehensive, well-structured, well laid out and our customers love the fact that it can be easily wrapped with their logos and colours – it’s a fantastic and cost-effective sales tool for them. But as a company brochure for DOORCO, it was time for an overhaul.
Innovation with impact
Innovation drives everything we do – our products, our services and our marketing. That’s why our new brochure design is quite different from anything our industry has seen before. We’ve invested in photography to make sure the brochure and accompanying marketing campaigns have maximum impact, all of which will be available for our customers’ own marketing portfolios.
But of course, it’s not just about clever marketing, there has to be substance behind any strong campaign and we always start with the product. The cover advertising gives you a glimpse of our new lifestyle collections – Metro, Rustic, Classic and Deco – and we’ve been working with our paint suppliers to develop new colour palettes that reflect these changing tastes. We may have exaggerated the settings but they’re stand-out for a reason – to show that we can provide a design inspired door for every home in every location.
Extended Colour Range
We have introduced 8 new colours into our already extensive range of 40 Premium Colours in order to stay ahead of these trends. There are darker blues and greens (Bahia Blue and Moss Green being my personal favourites), bolder shades like Paradise Green and Caribbean Blue, coupled with the earthy and classic shades such as Clay, Mushroom and Putty. Each palette is designed to support the on-trend lifestyle choices that consumers are making today and is backed up by suggestions for hardware, glass and glazing too. In addition, the new brochure will feature popular RALs with a bespoke take on classic colours like Ruby Red (3003), Crème (9001) and Graphite Black (9011) which align to popular aluminium profiles.
And we don’t stop there. We pay close attention to the finer details too, including supplying painted drip bars and co-ordinating edgebanding for doors that open-in, to match any colour choice. It’s often these finishing touches that make all the difference to the completed look – the seamless integration of a front door into the rest of a property’s design, both inside and out.
If you would like to find out more about or would like a copy of the new brochure when it is available, call: 01625 428955