Also online at: www.dijonline.co.uk 28 THE door industry journal winter 2022 Building Brands that Consumers Trust With over 80 years’ experience in the manufacture of garage doors, Hörmann is still a family-owned business, with there being no other similarly sized privately owned company operating within the garage and industrial door market. Run by the fourth generation of the Hörmann family, the company prides itself on being a sound, ethically run business, which has created a brand that is not only instantly recognisable but one that is trusted and valued in all of the markets. The Group’s recent sponsorship deal with the German national football team is a prime example which clearly illustrates that the Hörmann brand has reached a position that many wish they could replicate. The German football league, the DFB, only ever enters into this type of relationship with major, global brands that have the principles and values that reflect their own – this partnership is a major achievement for Hörmann. Whilst in the UK we can’t match the heady heights of sponsoring one of our national football teams, the Hörmann brand is still the one that is admired and trusted throughout the market. That’s why, as a business, we have seen continuous growth since entering the UK market in 1979 and have been one of the key factors in the success of many garage door dealers and installers throughout the country. The Hörmann brand really does stand for something and as part of our efforts to protect our brand values and maintain the trust that we have earned over the years, we always ensure that anything that we say in the market can be substantiated. Looking back over my experience in the windows industry before I joined Hörmann, I can recall clearly in the mid-2000’s the debate that raged over the correct interpretation of U-values when applied to windows. The market went through a time when different manufacturers chose differing methods of calculating a U-value – some used the glass only, some used the frame, whilst others chose the glass and the frame (a more exact reflection of the actual value). The overall result was one of confusion and disinformation for the end consumer, which led to the devaluation of what is an important indicator which helps guide homeowners towards products that can help them keep their homes warmer and save money. Unfortunately, this is now being replicated in the garage door market. At Hörmann our U-values are for the whole door – the frame and panel, whereas many quote a U-value for just a panel not giving the true value of a fitted door. As an industry, we should all be grasping the metal and standardising our approach. We should be quoting U-values that are clear and comparable, helping to create real demand for thermally efficient products by giving end consumers information that they can trust. In a similar vein, Secured by Design (SBD) is another label which is used widely and at times with little explanation as to how the accreditation has actually been achieved. We are understandably proud that Hörmann’s automated sectional doors have achieved SBD on our standard door, with no need for any enhancements or special locking systems. The SBD accreditation is well known to the end consumer, and once again as a market, we should be making every effort to ensure that information provided is fully explained and substantiated. Much discussion has also been taking place within the industry about the problems being seen with poor-quality roller doors and claims that this type of door offers good thermal efficiency. It’s been disturbing to see some of the video footage which shows poor quality doors manufactured from laths that are more suitable for window shutters, but also when you consider the inherent safety issues that such doors represent. A well-sealed roller door, manufactured from high-quality lath can provide end consumers with a door that offers better thermal performance than a standard steel up-and-over door, but it will never provide the thermal efficiency offered by a sectional door. When it comes to providing the market with a robust, fit-for-purpose roller door there is no doubt that a door manufactured in a fully automated plant is the best solution, way ahead of those that are literally hand-built from individual lath. Looking forward to next year I am sure we all realise that times are going to be tough, with end consumers being very careful about how they spend their money. As an industry, we should all be looking towards how we can make sure we continue to prosper. I firmly believe that presenting homeowners with well-manufactured, quality products, supported by clear and honest information to help them make the right choice and achieve value for money is the way forward. Strong brands that are tried and tested, and most importantly trusted will be key. To visit the new Hörmann site please visit www.hormann.co.uk or call 01530 516868 for more information. Industry News
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