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INDUSTRYNEWS


K2 INVESTS IN MORE HIGH END PRODUCTS


December 2010 and major expansion work was under way at the K2 Conservatories’ HQ. With an array of new products to be launched in 201l, the company – which remains privately-owned and independent - had taken the decision to invest in a showroom that would allow the company to welcome its visitors in style.


But K2 were not having just any showroom installed – they were wisely using the opportunity to present all their latest products for the high-end market.The showroom itself includes the patented K2 portal frame, glazed with Celsius Elite glass, powder-coated in Anthracite Grey on the outside, and foiled with Irish Oak on the inside.


Measuring some 14m long by 7.4m wide, the stunning showroom has been fitted with underfloor heating and includes a private conference area. All has been designed to provide visitors with a comfortable, exclusive location in which they can view the latest range of K2 products.


There was a lot of work involved. But it was worth it. Because the culmination of the exciting project was the official Open Day held at the end of March, a very well-supported event that enabled customers to put faces to names and check out all those new product ranges.


In order to keep up with a changing industry – with lower volumes but a more demanding customer –K2’s strategy is to differentiate itself by actively promoting its high end products.


New colours, new Celsius, new orangery systems, bi-folding doors, aluminium and the portal system were all on display at the Open Day, all attracting a great deal of interest and enthusiasm from those attending.


Clearly, the strategy is working, with the company reinforcing its reputation for quality products that meet the latest demands.


THE IMPORTANCE OF COLOURS


The importance of colour has been recognised by K2, which accepts that no longer can the industry justify offering the limited choices it did until very recently. Home owners are savvier now and want a product that will complement their property and suit their lifestyle as well as adding value.


With this trend in mind, K2 began actively promoting a brand new range of colours and foils – and is now able to offer any RAL colour for their


aluminium powder coating. The most popular choices are Chartwell Green (K2 offers an exact powder-coated colour to match with the foil); Anthracite Grey and Irish Oak.


The interest in those colours has seen a significant increase in the sale of coloured products, particularly for powder-coated aluminium – for K2, a clear indication that buyers are seeking premium products.


36 « Clearview NMS « April 2011 « www.clearview-uk.com


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