- Deceuninck -

Letter to the editor from Deceuninck MD Roy Frost

Dear Ian

What’s the most important: energy, weather performance, security, long life, appearance? They’re all important. Homeowners want them all, and with the very best windows they can have them all.

But some features appeal more to the head than the heart, and for most people it’s what a product looks like that gets hearts beating faster and juices flowing.

Most of us lust with our eyes and buy with our heart. When our eyes and heart are not engaged, we quibble about price and other details. But when our eyes and hearts are fully engaged, we want it now, soonest. We can’t wait to spend what it takes to get our hands on what we fall in love with.

Is love too strong and emotive a word?

Who’d have thought we’d fall in love with technology? Call it what you like, but brands like Apple have created an overwhelming desire, an emotional resonance with a series of stunningly beautiful products. Apple’s computers always looked more attractive than others, but the iPod, iPhone, iPad, Macbook Air, iwatch and Apple TV have moved billions of us worldwide on to a different level altogether. Even Apple’s packaging excites longing. This ‘emotional resonance’ is what underpins Apple’s faster sales and higher prices. Consumers find the money and pay the price because their products are different, desirable and simply lovely. Humans have always behaved differently around beautiful people and beautiful things.

Now, unlikely as it seemed a few years ago, people are behaving differently about some windows, doors and conservatories today. Pretty windows, beautiful doors and a wide palette of lovely colours are turning hearts and heads.

We should welcome this, because it means many more exciting opportunities. I certainly do, because over and above our best-in-class performance, Deceuninck designs its windows and doors to look beautiful and stand out. It’s why installers talk about Deceuninck’s pretty windows.

My forecast for 2016? This will be the year when beautiful windows and doors take off, when great looks and design move up a level and change the market.

The FIT Show 2016 will be dominated by a few absolutely stunning, stylish new windows and doors that will turn hearts and heads. And beautiful colour will become the main act, as it is on the continent. Keep a lookout for Deceuninck’s new stunners and prepare to drool!


Roy Frost
MD Deceuninck UK

News title: -    Letter to the editor from Deceuninck MD Roy Frost
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Founded in 1937, Deceuninck is one of the world’s major PVC-U window and door systems companies. Deceuninck has been established for over 30 years in the UK, with production, distribution and head office in Calne, Wiltshire. It is in the top three in most major world markets, and is a leader in innovation, sustainability, colour and design.

Deceuninck products are premium brand, highly rated by homeowners for appearance and kerbside appeal. As a committed innovator, Deceuninck aims to make better quality, more energy efficient products to help its fabricator customers sell more at improved margins.

Deceuninck is known for its ‘pretty’ windows with inbuilt symmetry and clean sightlines. Its Heritage Window Collection helps fabricators and installers stand out in the market with a choice of beautiful Flush Sash, Chamfered and Sculptured windows and doors. The award-winning Heritage Flush Sash (G17 Product of the Year) replicates the look of traditional timber windows and complements all types of homes, from period cottages to modern townhouses. Deceuninck’s sliding patio door, Slider24, is the best in the market for energy efficiency, security, weather performance and 26 colourways from stock, of course. No other slider comes close.

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