HEAVYSIDE
NEW TRENDS MEAN NEW OPPORTUNITIES FOR MERCHANTS
Jason Hughes, MD of Imperial Bricks, talks to BMJ about the ongoing trend for handmade bricks
B
ricks are a timeless product. They are part of virtually every building envelope and always in demand. But there is more to bricks than just the norm we all recognise. In the past few years, the market for traditionally handmade bricks has grown exponentially. Ideal for extension or restoration work, as well as newbuilds in conservation areas, handmade bricks have opened up new selling and business opportunities for merchants.
Handmade for the perfect fit The increase of smaller, luxury, or niche developments in the UK has led to greater demand for handmade bricks. They’re increasingly the first choice by builders and developers in affluent areas who want to add value and kerb appeal to their projects so they sell quickly, and sell at a higher price. They’re becoming more particular about the spec and want a higher quality product. It’s becoming more important to match existing brickwork or to fit unobtrusively into the local area: we’ve seen a big boost in enquiries for regionally-matched bricks. There are so many colour variations in the UK, from warm reds to cool blues or sooty yellows, and variations in size and texture. Imperial sizes (for anything pre-1965) are generally larger in the North, while metric options of regional bricks are ideal for new builds if they are to work with modern blocks and lintels. The finish is crucial too. An urban infill development or a project in a sensitive area just won’t look right if the bricks aren’t weathered or aged to match surrounding properties. Some conservation officers may ask for reclaimed bricks, but new handmades will usually be approved – and in
most
cases are a better option. Reclaimed bricks can be expensive and increasingly difficult to source in the numbers and quality required. With a high wastage rate – up to 20% - they can be
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damaged in transit, and won’t meet modern standards for frost resistance and compressive strength. New handmade bricks are fully tested, CE marked and should all come with a technical data sheet and a declaration of performance so the customer can be confident they meet all current performance and legal requirements. A range of high-quality bricks that is bespoke to the area gives merchants a competitive edge, while a knowledge of local architecture and planning guidelines means they can give customers the advice they need.
A slip of colour
Branching off the handmade trend is the increasing demand for brick slips – we’re seeing growth year-on-year. Any of our bricks can be supplied as a slip, and we’re seeing handmade and pressed versions used both as cladding for timber or steel framed buildings and for interior feature walls. Internally, the ‘exposed brickwork’ look is the trend that never went away. It’s still being used to great effect in premium penthouse developments, as well as rural barn conversions, cottages and almost everything in-between. Slips are cheaper, easier and quicker to fit and can transform a room in a day, matching or complementing external brickwork. Limewashed, crackle-glazed and jewel- toned options are becoming more popular as people look for something more unique. We are also seeing demand for unusual
bricks – longer ‘linear’ options are selling well. They’re being used to add interest or contrast on new builds, while the colour and finish ensures they’re appropriate to the area.
Helping merchants
Although merchants are experts in their local area, they can’t be expected to be the authority for the hundreds of regional variations, finishes, sizes and latest developments. In-branch training is invaluable, as are sample boards and POS, but additional brick matching services (by phone, email, app, or even site visits) can provide the best return on investment.
With the right support, builders’ merchants are ideally positioned to take advantage of the growing demand for handmade bricks and advise their customers of the benefits and the pitfalls of compromising on quality. A comparatively small premium paid for good handmade bricks yields significant returns on a high value property, boosting the bottom line for merchants. BMJ
www.buildersmerchantsjournal.net April 2020
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