Windows Active asks Ultraframe Sales Director Steve Halford where it’s new Utopia ecoroof fits in.
Q. Please give a brief description of the polycarbonate roof market, is there still demand and where is this demand coming from? How is it influenced by geography and property type?
A. Our data shows 40% of our direct roof mix is poly – if we add in the volume though our fabricators, it probably is around 50/50. There are still some retailers who are wedded to polycarbonate – some for the reasons of familiarity and some because they find installing glass more hassle. Also, we suspect that there is a budget element still to the use of polycarbonate.
Q. Is the demand linked to price and cost of polycarbonate v glass?
A. Yes, very much so. And as stated above, there is a degree of inertia too. Some retailers are in a comfort zone and sales people know where and how to sell poly.
Q. Describe trends and the market for replacing old polycarbonate roofs. Is this driving sales or is it new roofs?
A. Palmer Market Research - one of the foremost commentators on the home improvement sector - shows that around 10% of the current roof market volume is going into replacement conservatories. We feel that this understates the current penetration quite substantially – and with three million existing conservatories to go for, the volume coming from refurbishment is huge. That’s why we have a separate part of our web site dedicated to this activity – we call it conservatory clinic. I think that the Utopia ecoroof is going to gain sales by switch selling from lower spec products and a proportion of replacement conservatories will be upgraded from 10/16mm poly – with a U value of 0.53, it’s a no brainer.
Q Describe reasons for the development of the Utopia roof and the development process itself.
A. We have been using the Classic Plus roof’s inbuilt ‘tracks’ for about two years in the export market, particularly France. There is a demand for solid panel roofs and more highly insulated roofs in France. We started to use this technology in the Scottish market earlier this year, working closely with Scotland’s biggest conservatory retailer. Their need was something akin to a solid room roof, so they sell Utopia ecoroof alongside their triple glazed windows.
Q. Energy efficiency is a major concern for conservatories. Utopia has a U -value of 0.53. How does this compare with glass and older polycarbonate roofs?
A. Virtually everyone selling a conservatory will be using low e glass now, with U values around 1.2 ( soft coat) to 1.5 (K). Standard 25mm poly has a U value of about 1.6. The older conservatories are very poorly insulated – any double glazed roof units more than 10 years old are likely to have a U value of 3.3 whilst 16mm poly of the same vintage is 2.4
Q. How is the U value of Utopia achieved?
A. We use an optimum mix, with 35mm Heat guard on the outside and 32mm Opal on the inside. This combination gives a centre pane U value of 0.6 – however, when Ultraframe’s chambered capping technology is taken into account which is deployed on the top caps and ‘T’ shaped undercladdings and the snug fit of the 32mm poly , the overall U value is improved even further to 0.53.
Q. What are the other benefits of the roofing system?
A. With a combined 14 walls in the two sheets of poly and the gap between the two sheets of poly, there is a substantial improvement in sound deadening. At the moment, we are in the process of quantifying this reduction. Furthermore, the Heat guard poly used externally keeps out 92% of the solar energy.
Q. Regarding installation, how does it differ from the existing Classic Plus roofing system?
A. It’s exactly the same as the Classic Plus – the only difference is that where the 32mm inner leaf of poly abuts the planked fascia board, an aluminium trimmer is used to cloak any light gaps
Q. Can it be fitted to a lean-to style conservatory?
A. Of course, as the panels are all rectangular it’s even more straightforward!!
Q. What was the reaction from customers at Glassex?
A. 72% rated the product as good/excellent and 76% said they would add the product to their portfolio. This was based on 76 feedback interviews completed after the retailers had seen the product. Within 24 hours of the email newsletter being sent out on the Friday before Glassex, we had 33 retailers register on the web site to become dealers for the product. If Utopia appeals to you too go to
http://trade.ultraframe.co.uk/utopia-register/
Q. What are the expectations for the product?
A. We are budgeting a run rate of 10% of roofs at the end of year one.
Q. How will customers be supported in terms of promotional items and sales support?
A. As we normally do, there will be consumer brochures, sample kit presentations, consumer web presence to stimulate sales. The product will have the full backing and support of my board colleagues and I.
-End-
Ultraframe deliver innovative and top quality conservatory roof systems for the trade which suit all styles, all applications, all consumer types and which offer excellent value for money.
The market leading company invests heavily in research and development to provide the most technologically advanced and stylish conservatory roofing solutions, maximising light and space. Ultraframe are at the forefront of conservatory design and its systems are mainly used in the home improvement sector but also in new housing and commercial applications in the UK and Europe.
In 2006 the privately owned Latium Group, which has many interests within the glass & glazing and home improvement markets acquired Ultraframe. The Latium Group is owned by entrepreneur Brian Kennedy.
For further media information:
Mark Hanson
Ultraframe (UK) Ltd
Salthill Road
Clitheroe
Lancashire
BB7 1PE
01200 452375
