Decalu by Deceuninck Aluminium has majored on manufacturing efficiency gains of up to 40%. We discover that the new aluminium systems company has applied the same forensic focus to retail.
“We could have the best system to make in the world but if it doesn’t have end-user appeal, it doesn’t add much value”, says Alex Holbrook, Sales Manager, Deceuninck Aluminium. “Technical performance is a prerequisite, but to sell an aluminium bi-folds, inline sliding doors, windows, your products have to connect. Decalu does.”
Deceuninck Aluminium’s proposition has always been straightforward. It wants to bring new levels of service and support to aluminium systems supply.
To achieve this aim, it’s drawing down on the culture which underpins its’ parent business, with a significant focus on colour, something that replicates the model pursued by Deceuninck more widely in the UK.
Strategically Deceuninck’s PVC-U business has supported its customer’s growth through the focus it has placed on colour – some 30 colourways from stock – so that foiled product now makes up 60% plus of all profile supplied by the PVC-U systems company in the last year.
This is something that is not lost on those at the head of Deceuninck’s aluminium business. “The impact colour is having on the market is massive. It’s as relevant in aluminium as it is in PVC-U. If we’re going to support installers in selling more, as a supply chain has got to give them the tools to do so”, he says. “Colour is a big part of our strategy.”
Comprehensive offering
A comprehensive new aluminium system offering, Decalu includes a series of casement options including the Decalu 88 Flush Casement, Steel and New Steel options, designed to replicate steel commercial windows; plus a hidden sash and retro option. There’s also a turn-and-tilt option and the ultra-energy efficient, Decalu101 Scand.
The complete systems offer also includes the highly popular Decalu88 bi-fold, which delivers significant installation efficiencies through the use of co-extruded pre-inserted gasket and accompanying lift-and-slide option, the Decalu163. It also includes the Decalu88 entrance door.
With flexibility on colour playing a significant part of its strategy in 2024 Alex argues that its lineage as part of the wider Deceuninck ‘stable’, delivers installers and fabricators a competitive edge.
That’s because as well as supplied in dual-colour, marine grade – and textured finishes – as standard, Decalu is also supplied in 16 specialist finishes designed to match into colour ranges offered by Deceuninck through its PVC-U business.
This combined colour-pathway across its offer as a whole allows installers to colour-match aluminium product to perfection across Deceuninck’s PVC-U and aluminium ranges.
“The win is obvious”, says Alex. “You can sell and mix-and-match a combined aluminium and PVC-U offer.
“In my ideal world we’d only be selling aluminium but we understand that the reality of retail is different and that there’s often a gap between what homeowners may want and what they may actually be able to afford.
“If you’re already fitting Deceuninck PVC-U windows and doors, you can offer a perfectly colour-matched aluminum door alongside it – from a single supplier. It’s a very clean message to the end-user.”
Opportunities for fabricators and installers
It also, however, creates further opportunity in retail in that homeowners can exactly match the hardware on their PVC-U windows, to their feature aluminium bi-fold or lift and slide, where sold as part of a combined PVC-U and aluminium offer.
“It’s a double win. Fabricators don’t need to hold dedicated aluminium hardware alongside PVC-U and they can also offer suited product. This also translates into a stronger retail proposition for installers selling under the Deceuninck brand.”
And there are other wins for fabricators and installers. Its’ use of co-extruded pre-inserted gaskets not only reduces manufacturing times – according to Deceuninck by up to 40% – but also simplifies glazing.
Manufactured from high-performance EPDM, co-extrusion with rigid PVC-U backing, it also puts an end to gasket shrinkage – something which has been a source of frustration, complaints and call-backs for installers and manufacturers for time immemorial. These also sit flush with the bead, maximising the glazed area.
This has been a foundation of the Decalu88 Bifold’s appeal, alongside U-values are as low as 0.68W/m2k triple-glazed or 1.4W/m2k double-glazed and minimal, sightlines.
The same design principles are carried across to the Decalu88 Flush Casement Window. Designed in the UK in partnership with Deceuninck Aluminum’s fabricator and installer base, it achieves headline u-values as low as 0.8W/m2k – a Passivhaus equivalent level of performance.
Defined by a contemporary square-edge finish and flush inside and out. In common with the wider Decalu range, the Decalu88 Flush Casement is also supplied in dual-colour marine grade and textured finishes as standard.
The Decalu163 Lift-and-Slide Door is a heavy-weight aluminium door. It accommodates individual sash weights of up to 400kg on a single or double track option. It’s also available in a standard or slim interlock option and in Deceuninck Aluminium’s standard colour offer including dual-colour, textured and marine grade finishes.
“Colour is defining the retail market in the UK”, continues Alex. “It’s however been the PVC-U sector which has been more proactive in taking colour choice to the end-user.
“The flexibility that we have built into our colour proposition generates a unique opportunity for Deceuninck fabricators and installers to deliver a better and more flexible offer to their respective customer bases.”
For more information call 01249 816 969, email info@deceuninck.co.uk or visit www.deceuninckaluminium.co.uk
