COMPANY FOCUS: INSTANTOR
plans to replicate this model in the UK. “The goal is to minimise downtime for installers, ensuring they always have access to properly calibrated tools,” says Gaffney. He stresses the importance of this service, noting that it enhances the customers loyalty by providing practical solutions that save time and money. Instantor even offers loan tools to ensure that installers can continue working without interruption.
“Customer support extends beyond calibration,” explains Gaffney. “We pride ourselves on our after-sales service. We offer our own technical team, avoiding subcontractors, and this is so we can maintain control over service standards, and it also benefits the merchant because happy customers are repeat customers.”
Training triumphs
Training also forms a significant part of Instantor’s strategy. The company runs a dedicated training centre in Dublin and plans to establish a similar facility in the UK. “Until then, we are exploring the possibility of hosting training events regionally, ensuring that merchants and installers have easy access to upskilling opportunities,” explains Gaffney. “These sessions are designed to provide both certification and practical demonstrations, with the aim of raising industry standards while showcasing Instantor’s product range.”
The Sanbra Group also has its Sanbra Academy which is a key part of promoting the current and next generation - so ideas are encouraged. In the Academy the company has leadership and management training to employees at all levels.
Martin Murphy, group managing director of the Sanbra Group, says: “This diversity of thought and experience—ranging from seasoned veterans to recent graduates—has been invaluable. It helps us stay innovative, both in our operations and our product development. Young team members often bring a fresh perspective, challenging conventional thinking and which drives us forward.”
Murphy explains: “Our approach prioritises customer-led innovation, with a keen emphasis on quality and user-centric design. Much of this is driven by the needs of installers, many of whom are former plumbers, so we aim to stay ahead of their requirements. “This experience has also been applied to our sister company, Flair Showers. Flair, like Instantor, is a long-established Irish brand, founded in 1952, and is known for being the original Irish manufacturer of shower doors. “We’ve used a similar blueprint at Flair,
applying our design and engineering expertise to develop innovative new products. The focus remains on merchant relationships and creating premium, design-led offerings.” An example of this is its Click Fit Pro system, which eliminates screws from the vertical frame of shower doors. Instead, it uses a dovetail mechanism, allowing for a screw- free assembly.. This innovation simplifies the installation process, saving time and reducing hassle for installers, who often recommend our products for this reason. “Simplifying installation is a priority,” explains Murphy,” especially given the shortage of skilled tradespeople in Ireland and the UK.
“For Instantor, we’ve transitioned from traditional compression fittings to press systems. Using a calibrated press tool, installers can achieve secure joints with less skill required compared to soldering. “For Flair shower enclosures, we’ve pre- assembled components like seals and rollers to reduce the number of steps for installers. We also engage with them directly through focus groups, where we gather insights on their challenges and preferences. This direct dialogue allows us to develop products that streamline their work and minimise issues on- site, fostering loyalty to our brand.”
Creating quality
Murphy continues: “Quality is non-negotiable for us. We use sustainably sourced materials and implement stringent quality control processes. Our testing regime involves AQL (Acceptable Quality Limit) tests, sampling a high percentage of production to ensure consistency.
“Issues do arise, but we’re transparent December 2024
www.buildersmerchantsjournal.net
about them. We work closely with our customers to resolve problems, feeding any insights back into our design process. This openness has built a strong two-way trust with our merchants, reducing false claims and enhancing our reputation for reliability.” Instantor uses sustainably sourced materials and has implemented stringent quality control processes. Its testing regime involves AQL (Acceptable Quality Limit) tests, sampling a high percentage of production to ensure consistency.
“We’ve taken a multi-channel approach. Our brands, including Instantor, Flair, and St. James, participate in key trade shows like KBB and the Installer Show.
“Additionally, we’ve invested in product training vans, which will travel to merchants to train their customers.
“Our marketing team, led by Andy Burton, covers everything from social media to traditional channels.”
When asked why merchants should partner with Instantor, Gaffney points to the brand’s proven track record.
“Instantor has consistently delivered high-quality, reliable products backed by exceptional support,” he says. “In a market that is increasingly shifting away from disposable, low-cost solutions, Instantor’s emphasis on durability and trust makes it a strong choice for merchants looking to offer their customers the best.” Whereas, Murphy says: “Our products are designed to be easy to install, reliable, and free from common issues.
“In short, we provide a compelling value proposition for merchants looking to differentiate themselves with quality products that deliver consistent returns.” BMJ
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