In this GGP column, Jayne Sullivan, Operations Director at DOORCO, looks at the trends the company is seeing in door styles and examines whether some of the market’s perceived perceptions are reflect reality.
Doors with Style
DOORCO, and indeed the wider industry, often talk about the front door proving the homeowner with an opportunity personalise their homes, adding individuality and personality effortlessly. Whether on a new build development or in the middle of a terrace, the front door is an easy option to add differentiation. We say their tastes are becoming bolder, more modern and inspiration is coming from contemporary European styling. Door design is essential to this and DOORCO offers over 130 individual styles – but what is the reality when you look at the stats, are homeowners really taking the bait for the innovations we create?
What the report says
DOORCO’s Top 75 Door Styles table is just one part of our monthly stats report, but it provides a great overview about what is happening in the composite door market. Looking back over 2019 and what’s happening so far this year, makes interesting reading:
The best-selling door in both reports is Carnoustie – a twin vertical design, on a standard woodgrain slab. We offer slight variations on the design in Birkdale and Penina, and this whole style family made up 21% of all doors sold last year by DOORCO. It’s the perfect partner for property refurbishment in the UK, particularly in the social housing sector, and relatively fast and cost effective to produce with standard colours and glass. Or it can be styled-up with more modern colours and glass for a new build or private sector house.
Next we have Lytham, another stalwart door design, that made up around 8% of overall sales. Again a favoured option for both refurbishment and new build, with its half glazed panel or grid option, Lytham is the perfect back door solution.
We also see some of our unique traditional designs in the top 10 – Farmhouse, Gleneagles and St Andrews to name just a few.
All of these designs are part of our Traditional collection, so in summary, in 2019, Traditional design was definitely king, reflecting the UK’s tradition and historical build design. DOORCO has 53 designs that are currently deemed as traditional – and they made up 78% of our sales last year.
When we look at contemporary, the most popular styles were Monza II (number 7 in the charts and making up 29% of all contemporary door sales), with Inox, Flush and Links styles making up the rest.
Looking to January this year, as an indicator of what trends are emerging in the coming year, we are seeing significantly more contemporary designs sold. Although the figures overall are similar, with only a slight decrease in sales of traditional styles, the focus is certainly shifting. Monza II is still our best seller, making 44% of all contemporary door sales for the month.
The earlier indicators tell us that homeowners and specifiers are indeed taking the bait; contemporary styling is growing in popularity. But what I think is important, is to recognise the effects of other trends that we’ve already looked at in these columns – colour and glass. The design lines are becoming blurred and it’s no longer feasible to state that a door is either ‘Traditional’ or ‘Contemporary’. DOORCO offers any door, in any colour, with any glass, and customers are increasingly turning to more modern colours or glass design to give a contemporary edge to a traditional style.
Farmhouse is the perfect platform for this dual act: once seen as a traditional replacement for a cottage door, DOORCO has developed styles, where colour choices make all the difference.
Sunningdale Farmhouse was ranked 2nd in January (3rd in 2019) and the largest proportion (27%) were Anthracite Grey – ideal for any new build property…In fact, Anthracite Grey was the colour of 25% of all doors sold in January.
Taking this a step further, there is nothing old fashioned about a Belfry 3 Farmhouse in Bahia Blue, with Aurora glass!
Farmhouse is just one example of this evolution from traditional to modern.
What’s new for 2020
We’ve got lots of plans in the pipeline this year that aid this shift towards modernising traditional designs, from new styles such as Merion, to colour options and our recently launched Glass Additions Range. We’re also taking contemporary a step further with the new Monza II Patina doors, which are really gaining traction. Inox is also growing in popularity, mainly thanks to our Glazing Service, which offers expert support for this tricky component, making it a far more appealing choice to sell and we expect this desire for flush styles to develop further this year too.
We’d love to hear your thoughts? What are you installing in new build, social housing and retail homes across the UK- totally contemporary Inox, or traditional Carnousite – or somewhere in between? Get in touch via social media – @doorco_official on Twitter, DOORCO Ltd on LinkedIn and Facebook or @DOORCOUK on Instagram.