We talk to VEKA UK, Marketing Director Dawn Stockwell about the heritage market and development of the Imagine Vertical Slider.
How strong is the current heritage market, in your opinion?
The perception and use of uPVC in the heritage market has changed dramatically in recent years. Much of this is down to the investment in products and aesthetics to replicate the original timber sashes as closely as possible. Characteristics include realistic woodgrains, mechanially jointed frames, slim sightlines and traditional-looking hardware. These all contribute to making it virtually impossible to tell a uPVC framefrom an original timber frame. Together with all the additional benefits of energy efficiency and low maintenance homeowners now see our products as a great alternative.
What trends are emerging in the industry?
Colour is a massive driver in the industry and Flush Sash and Vertical Sliders are showing signs of particularly high growth with the options available.
Laminated profile now makes up 40% of VEKA Group sales and we predict that this demand for colour is going to keep growing. 50% of VEKA Vertical Sliders are now coloured and a third of those are laminated both sides. This trend extends across residential, commercial and public sectors.
Why the need for the 'next generation' VS?
The Vertical Slider is enjoying a great revival, not just in heritage properties, but as a design choice in modern homes too; a promising shoot of growth in the midst of a relatively flat market. Sales of Vertical Sliders to the home improvement market have increased dramatically over recent years and the demand looks set to continue to rise.
We want to make sure VEKA and Halo installers can take advantage of these opportunities, with a Vertical Slider that combines form and function in a way that outshines anything else on the market.
What are some of the key benefits for installers?
We are confident it is the most technically advanced Vertical Slider on the market, giving Glazerite installer partners a real sales edge in an area of genuine industry growth.
- The outer balance chamber is now co-extruded in black, which means there's no need to mask and paint. Saving time, whilst reducing quality defects in fabrication, resulting in a more durable and professional finish.
- Where a different colour and/or texture is specified for the interior and exterior faces, the frame infill makes the two meet beautifully.
- Available in 14 colours from stock, meaning you can offer your customers enviable lead times.
- Two choices of cill (stub or 200mm) and an innovative 'invisible' approach to coupling windows.
What are the advantages for the homeowner?
If goes without saying that the Imagine Vertical Slider exceeds all the expected industry quality accreditations for strength, security, energy efficiency and weather performance.
It's a versatile system that is equally suited to traditional properties with historic charm, and stylish new builds with modern appeal. There's a stunning sculptured finish on both sash and outerframe, as well as the option of timber-like mechanical joints, three types of sash horn, heritage hardware and colours to suit any property.
Along with stunning good looks, it offers effortless operation, which includes a tilt facility for easy cleaning and ventilation.