LANDSCAPING
PLASTIC FANTASTIC HITS THE DECK
Composite decking is the fastest-growing timber decking alternative currently available on the landscaping market as BMJ finds out.
A
lthough traditional timber decking has been the preferred choice of many for years, it’s a high maintenance product which requires annual painting and staining. Composite decking however is a simple, no fuss alternative due to its unique formula, which makes it low maintenance and more durable than traditional products. There’s been significant growth in composite decking market over the past two years as homeowners embrace the outdoor living trend. It now accounts for 25% of the decking market compared with 17% in 2019, and continues to take market share from its timber counterpart, presenting significant opportunity for merchants. Homeowners’ desire to invest more in improving their outdoor areas for relaxing and entertaining has increased, but at the same time they want products that offer long-lasting looks with low maintenance and green credentials. Recognising this, Allur is a new composite brand from International Decorative Surfaces. The range is targeting the market sweet spot for merchants who want premium design and quality, at a price point that offers attractive margin opportunities. It also assures an eco- friendly purchase.
According to Steve Ball, Technical Services Manager for Allur, a common gripe in the trade is having to shop around for different products to complete a job, especially when everyone is so busy. He says: “With Allur we’ve created a complete decking solution for a no-hassle purchase, and a no-hassle fit. The extensive range includes 3600mm x 148mm hollow doubled sided boards, fascia boards, corner edging strips, plastic T clips and starter clips, as
well as composite joists of 3000mm x 50mm. All accessories are fully colour matched to each of the seven board colours, right down to individual screws, ensuring a high-end look in the attention to detail.”
The outdoor living boom has seen homeowners want to invest in products that offer long-lasting style and quality that require minimal upkeep. Ball believes that the pandemic has taught everyone the value of time. “The Allur decking solution can be sold with the peace of mind of an industry leading 25-year warranty and aftercare service. It also boasts a host of industry accreditations and certifications including BS EN 15534-1:2014 and slip and fire resistance.
Green connection
“There’s no escaping the fact that green is the colour of the moment in interior design and the trend is increasingly making its way to exteriors with window and bi-fold door manufacturers now including soft green shades. Recognising this, Allur is first to market with a fashionable Sage Green providing a stylish, natural connection with the outdoors. Grey remains the most popular seller in the decking market so we’re offering a choice of Charcoal, Gunmetal, Graphite and Silver Grey, while Caramel and Chocolate will appeal to traditional tastes.”
Allur boards have a reversible finish for greater design freedom, so the grooved side offers a contemporary look, while the woodgrain side delivers a more traditional style, allowing consumers to choose between designs or mix the two options for a bespoke decking area.
March 2022
www.buildersmerchantsjournal.net
Allur is the first brand to market with a Sage green deck board.
Ball continues: “Climate change continues to hit the headlines, whether it’s freak weather patterns or hard-hitting warnings from Sir David Attenborough. More than ever, consumers are interested in buying products that are kinder to the environment. Allur has excellent credentials with each 3.6m board containing 75 recycled plastic bottles, the equivalent of 3kg of recycled plastic, as well as 6kg of recycled wood fibre. At the end of its 25-year lifespan, the board is also fully recyclable.”
To support the brand, the company has invested in a full suite of professional Point of Sale materials, coupled with some attractive display deals that will be effective in generating sales for merchants. Items include a floor- standing display stand, sample presentation box, colour brochure and dedicated sample service.
Ball adds that supply chain issues and sudden price hikes are issues merchants are constantly juggling with in the post Brexit and post pandemic economy, and, as a result, the
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