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We like nice things. People buy luxury cars or designer clothes, not because they always do something different – a coat will keep you warm, a car will get you from ‘a’ to ‘b’ – but because of the status that they convey.
Homeowner preference for high-quality, well-crafted window and door products is equally deep-rooted in psychology.
Tradition and heritage evoke a sense of value and longevity, and well-made windows and doors can also raise perceptions of social status by creating a more sophisticated-looking property.
“Many homeowners see their properties as a reflection of themselves and the right windows and doors can signal good taste or affluence,” says Richard Hammond, Sales Director at Shrewsbury-based fabricator, Universal Trade frames.
“For period homes, sympathetic replication of traditional aesthetics can also demonstrate a deeper understanding of a property’s age and style, painting the resident in a cultured and responsible light.”
According to Richard, attention to detail is key when it comes to conveying that authentic, high-quality feel and this is reflected in the growing consumer demand for high-end finishes and subtle design features.
“Details such as the Spectus VS slim meeting rail and HeritageWeld 90° mechanical joints are small but mighty,” he says, “and its these touches that can really elevate premium window and door installations.
“At Universal Trade Frames, we can help installers deliver these aspirational products through precision manufacturing and a dedicated ‘special ops’ fabrication team who go the extra mile in terms of care and finish.
“It’s this attention to detail that can make the difference between securing a sale and losing it to a competitor who can offer what you can’t.”
Universal Trade Frames expanded its premium offer last year with the addition of the Spectus VS slim meeting rail to its range. With narrow sightlines of just 37mm, it perfectly replicates the dimensions of traditional timber sash window products without compromising on security or energy efficiency performance.
“At 37mm, the slim sash meeting rail option on our Spectus VS helps to create a product that is almost indistinguishable from a traditional timber sash window,” continues Richard. “Combined with additional period features such as ovolo moulding to the frame; sashes and beads; and the mechanically jointed deep bottom rail, it really enhances the product’s authenticity.”
As a single source of supply for a range of premium products, Universal Trade Frames also offers the full Residence Collection including R9, R7, R2 and the RD range, manufactured as a non-glass bonded HeritageWeld product as standard.
HeritageWeld Residence Collection windows replicate the traditional 90°external and internal butt Joint inside and out. Richard explains how this looks exactly the same as a mechanically jointed flush sash but it’s stronger thanks to fusion welding, eradicating the need for glass bonding.
This means HeritageWeld Residence Collection windows manufactured by the fabricator can be fitted in exactly the same way as any other window, saving installers time and money on site and maximising margin.
“HeritageWeld Residence Collection windows can be glazed on-site by one man, delivering significant cost savings and increasing margins,” explains Richard. “It also means installers can source glass locally from their local supplier. If the glass unit fails, you can just replace it as you would any other unit.
“Most importantly it provides an opportunity to up-sell at point of retail,” he adds. “You’re offering a product that looks exactly as it should in terms of authenticity, but it’s stronger, which can only be a good thing for the homeowner.
“Subtle features such as this, as well as the ultra-slim meeting rail, offer a significant opportunity for installers to target those homeowners who care about the finer details when it comes to authentic aesthetics,” concludes Richard. “These little things can lead to big gains for those who take advantage.”
