Sector Focus: Moulders & Mouldings | 49
CLOSING THE MDF MOULDINGS LOOP
W Howard Ltd sees MDF gaining further ground in the mouldings market, says group commercial director Simon Fleet and is now investing millions in a ‘global first’ MDF recycling facility
TTJ: HOW HAS THE UK MOULDINGS SECTOR DEVELOPED OVER THE LAST YEAR?
Simon Fleet: The market hit a perfect storm in 2024, with a downturn in both volume and value hitting hard leading up to the general election. Sadly, there was no expected rebound after the election as public confidence dropped quickly from actions taken by the new government within its few months of being in power.
TTJ: WHAT HAVE BEEN THE KEY END USE DRIVERS OVER THE LAST YEAR? SF: Our biggest growth area has been the RMI market through timber and builders’ merchants, with traditional profiles and new wall panel profiles leading the way.
TTJ: HAVE YOUR ROUTES TO MARKET CHANGED? SF: Our commitment to the timber and builders’ merchant route to market policy remains unwavering, and we are delighted to have deals with the major independent buying groups and key independent merchants.
TTJ: HAVE YOU HAD TO INCREASE YOUR MOULDINGS PRICES TO REFLECT RISING COSTS, OR MANAGED TO ABSORB THEM? SF: With volumes reducing significantly as the year progressed, market pricing became very competitive.
TTJ: WHAT HAVE BEEN KEY TRENDS IN YOUR MOULDINGS STYLES AND FINISHES? SF: We’ve seen a significant increase in sales of our real wood veneers range as customers look for alternatives to expensive hardwood.
TTJ: IS IT YOUR VIEW THAT MDF MOULDINGS CONTINUE TO TAKE A LARGER SLICE OF SALES? SF: Yes, we do believe MDF mouldings are continuously gaining greater market share from both softwood and hardwood, which is especially noticeable in our sales of the real wood veneer range as a cost-effective replacement for hardwood.
TTJ: HAVE YOU LAUNCHED ANY NEW MOULDINGS PRODUCTS OR RANGES RECENTLY? SF: Over the past year, we have dedicated significant resources to new product development. We have successfully launched three new wall panel designs, with the fluted version leading the way. Additionally, we have expanded our Period range by introducing the Elizabethan and Carolean profiles.
TTJ: HAVE YOU UNDERTAKEN FURTHER CAPITAL INVESTMENT? SF: W Howard is constantly reinvesting in new technologies to ensure we continue to offer customers the best-in-class service
TTJ: HAVE YOU INTRODUCED ANY NEW POS MATERIAL FOR MERCHANTS TO USE IN STORE? SF: We are always introducing new and vibrant POS units for our customers to
showcase our product ranges. We recently supplied two new designs to customers for their showrooms, demonstrating our commitment to supporting merchants.
TTJ: WHAT IS YOUR OUTLOOK FOR 2025 AND DO YOU HAVE FURTHER PLANS FOR DEVELOPMENT? SF: All the economic forecasts say the market will continue to be slow during H1 of this year and then there will be a slow increase, and volumes will start to rise into 2026 and beyond.
W Howard Group is currently investing £6m in a new and innovative manufacturing facility in mid-Wales, where we will recycle scrap MDF and turn it into a natural wood fibre insulation for the timber frame housing market, which is a global first. This will offer customers a complete closed loop in the supply chain of the product cycle and keep W Howard at the very forefront of innovation within the MDF moulding market. ■
Above: W Howard expects to see volumes starting to rise into 2026 and beyond
www.ttjonline.com | March/April 2025 | TTJ
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