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Letter to the Editor - Response to Mark Barsby letter, Roy Frost, Deceuninck UK

Roy Frost, Managing Director Deceuninck UK

Dear Ian,

Mark Barsby VEKA UK refers to my ‘Pretty Windows’ article in a recent letter saying “Planners and purchasers can specify/buy what they want, but selling on fashion and beauty should not be the only method.” He also dismisses 90mm+ systems with many chambers saying: “they are consuming approximately 30% more raw materials without equivalent improvements in performance.”

Deceuninck don’t sell a 90mm window system in the UK, and I’m not defending any particular system depth, but doesn’t VEKA sell a 90mm (and an 82mm) window system in Germany? And for now at least, aren’t we still one Europe?

Regardless of frame depth, British specifiers and homeowners like slimmer, prettier systems designed to suit our architecture and character.

Mark makes much of recycling in his letter. We believe it’s important too. That’s why Deceuninck invested in one of the largest, most modern recycling plants in Europe.

But we need to be clear about needs and wants.

We have to satisfy people’s needs. Homeowners, developers and specifiers expect their windows and doors to keep the weather and burglars out and the heat in, and last a long time with little trouble or attention. No one gets excited about that. Maybe they should. But they don’t.

People don’t get excited by what they need, they get excited by what they want. And when they’re shopping for wants, people buy with their eyes.

Selling to people who are shopping for needs is hard work because buyers don’t really want to buy. You have to persuade them. But when you sell wants, buyers get excited and persuade themselves.

Needs and wants aren’t interchangeable. Wants mean desire, lust and longing, powerful urges that demand to be satisfied. When our eyes lock on to beauty, our hearts and wallets follow. If we really want something, we’ll do whatever we can to get it.

Designing windows is complicated, but looks shouldn’t be an afterthought. By and large, all leading Syscos can manage needs.

Installers sell looks, because in a market where so much is so similar, that’s what homeowners buy. That’s why we get a kick when installers say people prefer Deceuninck’s pretty windows.


Roy Frost, Managing Director
Deceuninck UK

...Platforms Still Relevant - Mark Barsby VEKA UK

News title: -    Letter to the Editor - Response to Mark Barsby letter, Roy Frost, Deceuninck UK
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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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