| 51
can give a room a total makeover. They can install small section decorative mouldings or pine PSE/MDF strips, which we supply raw, paint it whatever colour they want, and they’ve got a whole new look. Similarly with our Acoustic panels, which come in four colours, with grey the latest addition.” Mouldings and kits are selling via merchants, DIY, and other retail. The company, which now boasts a turnover of around £40m, has also built a high-profile marketing campaign for them, notably on social media, with some of its customers now selling Cheshire’s products online. “Last year we invested in online influencer campaigns, using a company which specialises in developing them and matches influencer to product,” said Ms Capper. “They’ve been a big success, highlighting not just the look of the mouldings and panels but also their ease of installation.”
Cheshire Mouldings, which highlights its ‘made-in-the-UK’ pedigree, has also focused on raising its brand profile generally. “We’re now seeing consumers asking our customer-base specifically for Cheshire Mouldings,” said Ms Capper. “It shows they’re not just looking for mouldings, they’re looking for our mouldings.”
The company is also using QR codes on posters and fitting instructions for customers to access further product information. “It’s useful for our marketing to know what customers are interested in and can help inform our product development,” said Ms Capper.
Cheshire says its wider mouldings sales are also now showing good growth, partly due to “riding high on the growing fashion for wall panelling”.
The company has a limited MDF selection, and supplies oak product, but the bulk of its mouldings are in pine, which can be left natural, painted, or stained.
“Our biggest selling profile is double astragal,” said Ms Capper. “We’re selling 7,000 to 8,000 pieces a week.” At Dresser, period decorative mouldings remain the top performers. “We’ve refined our offer in the last three years, trimming the slower movers, which have usually been the contemporary mouldings from the range,” said Mr Johnson. “Trends change, so we have to remain versatile.” Dresser, which has an ex-stock range of
70-plus, reports that MDF remains popular in the commercial sector, due to its moisture resistance, stability, and uniformity and the MDF range is more contemporary generally. “[But] Where our clients require quality and character, solid timber mouldings are usually the choice,” said Mr Johnson. “Redwood and tulipwood remain popular for housing developers and homeowners, the majority of which is natural to white prime on site.
We also sell natural in materials such as American white oak.” SAM continues to see a market shift to “white-primed MDF in the racks against traditional timber”.
“Our drive has been improving the choice of products. New profiles and a wider range available ex-stock,” said Mr Wilson. The company has also invested £1m on the development of a new primed finish. It’s billed on the SAM website as resulting in a “brighter, whiter product and smoother finish to make it easier to achieve a superior final finish”.
Other news from SAM includes a £7m investment programme, which includes construction of a 45,000ft2
new warehouse
in Antrim. “We’ve also got a new production line and other new technology coming onstream,” said Mr Wilson.
Capital spending has also taken place at Cheshire Mouldings, including a £1.2m investment in a 100m/min System TM finger- jointing line and associated equipment that will, says Ms Capper, boost productivity and improve grading and yield.
Ongoing investment at Dresser has seen installation of an M-Power MRA 350/400
radial arm cross-cut saw, a Houfek Twingo twin head brushing machine and a Fast & Fluid paint dispenser. Following a computer upgrade, 2024 will also see the introduction of a new production planning system.
All these companies say they’re now taking an upbeat outlook, expecting market strengthening as the year progresses. “We’re looking to develop our merchant offering and promote our products to trade counters nationwide,” said Mr Johnson. “More work on specification would also stimulate another route to market.” “There are always challenges – most recently it’s been strikes in the Finnish timber sector and the Suez situation,” said Ms Capper. “But there are positive signs and we’re continuing to strive to develop our range. Whichever party wins the election, they’ll have to build more housing and consumer confidence will grow as interest rates decrease.” SAM also has “new developments” in the pipeline.
“2024 is going to see exciting new developments in our evolution and growth,” said Mr Wilson. ■
Top: SAM continues to see a market shift to white-primed MDF versus traditional timber Above: Cheshire Mouldings’ Wall Panel Kit brochure
www.ttjonline.com | March/April 2024 | TTJ
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73
