Andy Grogan, associate sales director, talks about the plethora of products launched in recent months and why there’s never been a better time to be a Distinction Doors fabricator.
“A key part of our ethos is customer engagement and building strong relationships with our fabricators,” he comments. “Both have strongly influenced an abundance of positive changes and investments which we have rolled out in recent months.
Premium, consumer brand
“The re-brand was a big one for us. It represents a new era for Distinction Doors. Strategically, it better reflects our premium position in the market and has consumer appeal.”
And this is something Distinction fabricators are excited about. The brand enjoys strong business recognition in the trade sector but it’s consumer pull that’s going to drive enquires and sales for its fabrication customers and their customers.
“We rolled out the new look in April and it has been incredibly well received and greatly appreciated by our customers. The re-brand marked the start of several key changes – all created to raise consumer awareness, improve engagement and best support our customers.”
Amongst the new introductions was a new product brochure, designed to enhance the brochure experience for customers and end-users, and a revamp of one of the company’s most valued sales and marketing tools – the door-designer configurator. Meanwhile, a new website is due to launch later this year.
Recognising that colour options remain one of its strongest selling-points, Distinction also introduced six new colours to coincide with the brochure launch. “It’s not something we do very often so this was another stimulating change for our customers. We added Distinction Slate Grey, Distinction Pebble Grey, Pale Green, Porcelain Blue, Telemagenta and Turquoise Blue, to our bespoke colour palette.
Keen to capitalise on the interest sparked by these introductions and additions, Distinction was quick to follow with a succession of product launches. The first being the new nxt-gen Craftsman.
“We have seen continuous growth in nxt-gen door sales since launching the range four years ago. This tallies with rising consumer demand for flush products. With the launch of the nxt-gen Craftsman we hope to capitalise on this further still.
“In strengthening the offering for our fabrication customers, we are giving home improvement and installation companies the advantage – they can offer consumers more of what they want. I am pleased to say that initial feedback from our customers is already extremely positive.”
NEW Venture Collection
The most recent addition to the Distinction Doors stable is the Venture Collection, four new cassette styles – the 8S, 8L, 8N and 8P. All are steel effect with a smooth texture on both the internal and external face.
“I’m especially pleased with this new range of cassettes. It offers our customers design flexibility and a way of enhancing our Contemporary doors. With the steel effect cassettes consumers can achieve a sharper, more defined European look. It’s a simple change but it has real impact and elevates the doors.
“Currently, the cassettes work with eight of our door styles, four from each of the Espirit and Infinity Collections, and we hope that this will increase overtime, depending upon demand.”
To Infinity and Beyond…
To complement the launch of the Venture Collection, Distinction has also introduced a new door style to the Infinity Collection – the GD11. “We wanted to give consumers the option to dial up the European design influence and so we introduced a door design which oozes continental flair.” The modern GD11 has three horizontal glazing apertures positioned top, middle and bottom, against a grooved detail background.
After such a bumper spring, Grogan assures us that there’s more to come. “What we’re seeing now is just the start of it – we have more planned for 2022, further investment and new products, and we cannot wait to share it all with our fabricators. There’s truly never been a better time to be a Distinction Doors fabricator!”