There is no doubt that door glass has become an integral part of the composite door supply chain. A third of all our prepped doors are now sold with glass which comes off-the-shelf from DOORCO, or pre-installed by our dedicated glazing service. As with colour, consumer tastes are becoming more sophisticated and the market has woken up to the opportunity the composite door has to offer, launching new decorative door glass ranges and working with suppliers like us to create an integrated, fast supply chain.
From previously stocking just a very limited range, our door glass offering almost exploded into an unlimited choice. And while it would be great to offer an unlimited choice, it is impossible to manage this and move towards a fully operational JIT ordering service, something that is central to the future of DOORCO. We currently offer a range of traditional, contemporary, minimalist or DOORCO unique glass designs, which at the time of writing, totals 524 different SKUs.
Behind the scenes
Careful analysis of our detailed sales trend data, usage vs stock and scrutiny of our most popular ranges, has ensured we’re able to hand-pick our glass ranges to suit our customers’ needs, confident that the stock lines we invest in are the right ones. We also wanted to update the range for 2020 by increasing our supplier network for differentiation, as well as building more resilience in to the supply chain. Carefully analysing our customers’ requirements was the only way to sensibly achieve this.
So, what we found out:
- Clear and Obscure is, without doubt, our most popular range. Styles such as Satin and Stippolyte come out on top, mainly because of their versatility to suit any market, from social housing to retail.
- Our most popular decorative styles last year were Reflections, Classic, Kensington, Elegance Zinc, Simplicity Zinc and Linear.
- Our fastest growing in popularity are Beaumont (St Andrews & Carnoustie), New Orleans (Lytham), Greenwich (Monza 2 Square) and Matrix (Augusta Long)
What’s driving sales?
While it’s easy to count volumes of sales, understanding the trends is a different matter. The most clear and interesting trend to emerge was that sales of glass are massively driven by door designs. For example, Diamonds – a stalwart glass design – only really sells in a Carnoustie, Birkdale or Penina door, despite being offered across all door styles. There were a few surprising discoveries like this such as Designer Etch in Grey was very popular in Gleneagles, but not across any other sizes/colours offered, Pinpoint/Rain was a top seller for Inox Nice but nowhere near as popular on all other Inox door styles, and Montreal with the Oakmont design was a fast mover compared to Montreal combined with any other door style. Trends such as these examples have really helped to shape our final stock offering.
What’s coming next?
I strongly believe our new range is right for 2020 – demand is driven by market, from more standard designs for new build and social housing to decorative or contemporary choices for retail, and I don’t see this radically changing. But I do think there could be a shift towards more bespoke design in the homeowners never-ending quest for differentiation in the kerb appeal of their property.
There some very attractive etched glass designs emerging, and at a recent visit to one of the European shows, there was an array of mirrored, smoked and temperature-controlled door glass on display. We’re also working with Jeyda, our Creative Director and Chief DOORK on a range of exclusive designs, so watch this space…
We’d like your feedback – let us know what trends you’re experiencing or forecasting when it comes to your door sales, whether retail, commercial or new build via social media – on twitter, LinkedIn, Facebook or Instagram.