COMPANY FOCUS: NOVOFERM
a more simplified pricing structure, allowing instant quotes without complicated forms, clear survey guides to make sure the measurement process is easy and accurate, dedicated support teams that will help with site surveys, specifications, and orders. “To add even more flexibility for different customer needs, we can also offer supply-only and supply-and-install options,” he says.
This simplicity allows merchants to confidently offer garage doors without needing specialist expertise or holding stock. A real help is the support from a network of subsidiaries, Kirkland explains, that strengthens its overall offering. These include Robust, which specialises in steel internal and external doors for commercial and industrial use, Horton Automatics for automatic sliding doors, and Bolton Gate Services which offers maintenance and servicing for all types of door systems. Kirkland says that this integrated structure enables Novoferm to offer a complete lifecycle solution, from manufacturing and installation to maintenance and aftercare. Customers benefit from knowing that support is always available, long after the initial installation.
A new leadership team has been in place since 2025, focused on driving change, innovation, and growth. Commercial director Dan Kirkland says the aim was to help merchants to generate sales in the sector via
A key pillar for the company is people. With the leadership team working to strengthen relationships with customers, expand the product range, and improve overall service delivery, Novoferm recognises, Kirkland says, that success will be driven by people, placing strong emphasis on internal values, collaboration, and continuous improvement. At the same time, the business is investing in advanced machinery and manufacturing to support sustainability and efficiency goals. Part of the new team development included bringing in a business development manager for the merchant sector, Harry Singh, whose role is to get out and around the merchant customers. He says: “Our message for merchants would be that number one, we’re there to help them. I think merchants get
very hesitant when it comes to garage doors, worrying about site issues or getting the specifications wrong. So, our message is that we’re here to help. That means not only do we have a dedicated business development manager (me), we also have a merchant support team at head office who can help with site measurements, site surveys and general support.”
Within the garage door portfolio are a range of options, designed to help merchants help their customers meet both residential and commercial needs. These include roller garage doors, sectional, up-and-over doors (canopy and retractable) and side-hinged doors, as well as timber garage doors, and even insulated door options for improved energy efficiency. Singh says: “This is a growth market for merchants, if they want to approach it properly. When they deal with us, they have support behind them; the support of the wider group and the new leadership team, new ideas, fresh people coming through, helping them to attack that market.”
Support packages
He adds that it’s not a case of simply tying the merchant into selling the product. Support includes trade day events and in-branch demonstrations, training sessions for merchant teams, marketing materials such as brochures and display stands, factory tours to showcase manufacturing processes and dedicated customer service and technical support “We don’t just leave the merchant alone to sell. We ask them how we can help them to sell our garage doors. We can train at their premises, or we are happy to host them at our offices and factory. It’s all about helping them to know more about what we do, so they can sell the products better,” Singh explains. Customer service offers technical support as well. If anything happens afterwards, if the customer has a problem with their garage door, they can call Novoferm. If it can’t be done over the phone, they’ll do a site visit, and rectify it. He adds: “That helps the merchants who’ve sold the products, because they know that we are not just about selling to them and moving on. We are there for the after-sale as well, long after the builders have left and the householder has moved in.”
The end aim for Novoferm over the next six to nine months is to be recognised for what it does. Singh says: “I want people to talk about our firm in merchants. I just want someone to ask me, who do you work for? Oh, company called Novoferm. And for them to reply, yes, I know. They make garage doors. That’s the sort of recognition we want to build, and then build upon.” BMJ
August 2026
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