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Now, looking back on 2023, Ecodek managing director Phil Marris said last year had failed to live up to early expectations. “2023 was disappointing to be honest,” he
said.
“The year had started pretty well, so there was a fair amount of optimism, but then high interest rates started to bite. “We did not see the acceleration that we expected to see. Then summer into autumn died very quickly.”
Mr Marris referenced the destocking trend that occurred in the merchant sector in H2 of 2023 – with merchants seeking to unload stocks in a low demand environment. He pointed to the Builders Merchants Federation statistics, which described the landscaping product sector as down by about 13% overall for the year. Ecodek’s own like-for-like sales reduced by
about 10-15% for the year. However, the launch of new products, Mr Marris explained, helped to keep the volume reduction down to high single figures. The US-made Trex brand is imported by Arbor Forest Products. Lee Heitzman, Trex’s market manager for the UK and Ireland, said the UK was in an unusual position last year where most distributors entered the season with very high inventory levels on the back of a strong trading period towards the end of the pandemic.
“The UK economy then weakened, slowing down trading and confidence,” said Mr Heitzman.
“Sales numbers through stocking merchants relying on ad-hoc trade found business challenging, but stocking merchants supplying our network of professional approved installers reported strong trading numbers throughout 2023.”
UK importer Composite Prime has a long- established Chinese made product with a range of options.
Matthew Spedding, Composite Prime’s business development and marketing
manager, said that people with money were still spending and that had boosted its sales in 2023. “We still grew last year because the product and brand were more important than the price point,” he said. “We are very brand heavy and focus on added value. We are not reliant on selling a low value WPC board for £15 per board for numbers sake. It’s the bells and whistles around it that makes the consumer more excited about having the products in the garden.”
Mr Spedding, who is also the NW divisional chairman of the British Association of Landscaping Industries (BALI), said many BALI members had recorded growth in Q3-4, 2023.
The year had started slowly, he added, but Q3 & Q4 had turned into “power quarters” for the landscaping sector.
After seeing a 25% sales reverse in 2022, Composite Prime reports a 28-30% sales growth in 2023, effectively recovering the 2022 drop in sales.
TRENDS AND PRODUCT DEVELOPMENT Looking at product trends, Trex said its new Signature product range – at the upper end of the market - was being well received by stockists and dealers. It is designed give a realistic-looking wood aesthetic and strong product performance, backed by a 50-year warranty.
“For 2024, we are anticipating natural and neutral colours to dominate as they allow homeowners a blank canvas on which to display their own creativity – this often allows them to draw on their own, unique experiences and bring them to life on their deck,” said Lee Heitzman.
“Sustainability is an ever-growing focus, and the attention people are giving to the environment shows no signs of slowing down, too.”
Both Signature and the Transcend ranges offer improved product performance, coupled
with a more modern aesthetic to cater for the refined palette of today’s consumer. Signature uses a notably different process than any other Trex product, to give ease of maintenance and high performance with a protective capping formulation to “deliver the most realistic representation of wood attained to date”.
It is available in Ocracoke, a rich brown hue that “evokes a secluded island sheltered by sandy dunes and marshy shores”, while Whidbey provides a sleek grey alternative that “transports users to misty cliffs”. Ecodek agrees that lighter colours are becoming more popular, reflected in its sample requests. “We are seeing a lot of interest in our newer colours, such as light silvery grey and light creamy type colours and lighter browns,” said Phil Marris.
Ecodek launched a new website in January and also has an enhanced product range. Last year it launched its high-end Evolution range, featuring its EcoTech advanced protective outer layer (capping). The addition of capping, says Ecodek, is designed to give exceptional stain and colour fade resistance, and is an easy-to-clean, low maintenance option.
The product also has a rich woodgrain texture to emulate real wood, “for a luxurious, timeless finish”.
Mr Marris said Ecodek’s development area was focused on the woodgrain and capped products rather than grooved or ribbed, with different options for different applications. “Customers tend to want more of a woodgrain finish. Capped gives you benefits against colour fading and the opportunity to do light colours because with uncapped products there is a limit with how light a colour you can go.
“Evolution is the first co-extruded capped solid WPC product we have done in the company, so it took a long time to get it right. There will be another decking product coming out this year.” ►
Above left: The new Trex Signature collection Above right: Composite Prime’s best-selling HD Deck 3D
www.ttjonline.com | March/April 2024 | TTJ
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