We’re putting renewed focus behind InvisiFold following the introduction of a direct UK supply arrangement designed to make the system more competitive and easier for our customers to access.
The new route follows a review of how InvisiFold components were supplied into the UK. Material previously travelled through Poland before reaching customers, adding cost and extending lead times.
Under the revised arrangement, we have established a more direct supply chain for the UK market. The result is a much stronger commercial proposition for fabricators and installers, with InvisiFold now able to be sold at similar rates to our standard bi-fold.
Terry Ledwith-Lyons, Head of Strategic Sales at Deceuninck, said: “The product itself has always had strong visual and practical appeal. The issue was the route to market. Components took too long to arrive, and the associated costs made it harder for customers to build a convincing commercial case around it.
“We have now addressed that. By agreeing a direct UK supply arrangement, InvisiFold is significantly more competitive and gives our customers a much stronger opportunity.”
An alternative to a conventional bi-fold
InvisiFold offers our customers a different way to open up their homes, sitting apart from the conventional bi-fold and sliding door options that dominate the market.
Its appeal is best understood in person. The way the system operates, the flexibility it provides and the transformation between closed and open positions are difficult to communicate through a static product image alone.
That makes showrooms, video and live demonstrations particularly important to the renewed campaign. We plan to support customers with clearer product positioning and more content that shows the system in use, helping installers explain where it fits and why a homeowner might choose it.
Terry continued: “InvisiFold is a product people need to see and operate. Once somebody has used it, the proposition becomes much clearer. That means we need to support it differently, with demonstrations, video content and the right showroom conversations.
“Added to this, InvisiFold offers PAS24 security and a full complement of weather testing, providing additional peace of mind.
“The improved supply route gives us the commercial platform, but we also want to give customers better tools to present the product and create demand.”
A more focused route to market
As part of this approach, we are exploring new demonstration-led content with customers that already have InvisiFold installed in their showrooms. This will provide a real-world setting in which to show how the product works and how it can complement a broader aluminium door offer.
The focus is not on changing InvisiFold. Instead, we have addressed the supply and pricing issues that previously made it more difficult to position, while putting a clearer marketing and sales strategy behind it.
For existing aluminium fabricators and installers, it provides an opportunity to broaden their range without simply adding another variation of a standard folding or sliding door. It can also give showroom-based businesses a product with a strong demonstration factor and a clear point of difference.
With the supply model now improved, customers can position that difference on a more competitive footing and with greater certainty around product access.
Terry concluded: “We have reviewed what needed to change and created a better route for the UK. InvisiFold can now be sold at similar rates to our standard bi-fold, and our job is to help customers get it in front of the right people.
“This is part of a wider focus at Deceuninck on making our aluminium range more accessible, more competitive and better supported. InvisiFold now has the platform it needs to realise its potential.”
For more information about Deceuninck’s product and service offer, please call 01249 816 969, email deceuninck.ltd@deceuninck.com, or visit www.deceuninckaluminium.co.uk.