Ultraframe is well known for developing new glazed systems that open up new markets, and indeed, support existing markets. We saw it last year with the launch of Loggia, redefining the conservatory market and as Ultraframe customers are experiencing, Loggia is having a significant impact on the orangery and replacement conservatory market. The latest innovation to come out of the R&D team at Ultraframe is realRoof. Does what it says on the tin. It’s robust, it’s self supporting and can carry the weight of a heavy roof tile. All sounds good. We caught up with sales and marketing director Joe Martoccia to get the inside track on the real drivers for realRoof.
“realRoof is a pretty straight forward development in terms of the technology that goes into it, with the exception of a couple of very special features, making it unique, easy to design and crucially, very quick and easy to install. The market opportunity is vast. It really is the system that confirms our stake in the extension market and provides conservatory installers with a product that can help them compete with the local builder in the provision of beautiful, cost-effective, easy to deliver extensions. Loggia got us part of the way there but with the addition of realRoof we can really exploit every part of the home extension and improvement market. I guess the critics out there would suggest that we’re taking our eye of the conservatory roof market yet nothing could be further from the truth. Reality is we have three decades of significant investment in developing the undisputed best roof in the market, that investment continues, yet at the same time we’re developing new systems that will allow our network partners to exploit a broader range of markets.”
So what drives the R&D at Ultraframe? Joe continues: “we are continually monitoring the needs of the British home owner. Research is a significant part of our budget each year. Loggia was born out of consumer research telling us that home owners want all the light and space of a conservatory, yet for many people, the aesthetics of a simple white box fall flat and critically the need for all year round living space. Couple that knowledge with the fact that people are now considering upgrading and expanding their existing property versus the harsh reality of moving and it’s vital that we provide a broader range of solutions, which we now can."
So is it the same research that influenced the evolution of realRoof? “Not entirely, but we did gauge that many homeowners, particularly if they are overlooked from a neighbouring property, prefer the performance, privacy and aesthetics of a solid roof. Actually, realRoof comes back to the needs of our network partners. In order to maximise our joint selling potential, we must be able to provide a credible solution for every home owner that investigates options for adding space – whether they’re looking for a contemporary, veranda, a simple lean-to or a full blown home extension with all the bells and whistles.
“We also need to consider the future needs of home owners. It’s not rocket science but the reality is a family starts as 2, increases to 3, 4 and so, the kids leave the nest but increasingly they’re coming back after university, or just simply because it’s hard to be in your twenties and stand on your own two feet financially. A number of the larger Loggia our partners sell, are to families that either can’t see the kids leaving any time soon, or indeed the kids are coming home, again. One Loggia install really stands out for me. It was to a lady who was having her elderly mother coming to live with her. A conservatory just didn’t stack up – too hot, too cold and so on. She really did need to know she could leave her elderly mother in a glazed room without fear of her over-heating, so you see, our structures have to provide a solution to the broad variety of reasons people need additional space in their home.
Does the combination of Loggia and realRoof pave the way for increased sales of stand alone rooms? “One of the interesting factors that influenced our product development is the continuing rise in home workers. The latest statistics from the Office of National Statistics shows that as many as 17% of workers now work from home full time, or for a significant proportion of their working week. As I’m sure many of us know, sitting at the kitchen table is hard enough as a one off, but for workers without the luxury of a spare room, a rapidly delivered garden room is perfect – which is exactly what we can deliver with a Loggia or realROOF building. There are many businesses out there selling incredibly expensive garden rooms, likewise garden centres are as guilty for selling what are essentially posh sheds for thousands of pounds.
Another significant factor is the growth in people becoming self employed, may need to find a new room at home. It might be for stock, or office space, hairdressers, beauty therapists, chiropractors and so on, in many cases sheds or log cabins can cost thousands and are impossible to heat and cool. It’s hardly the image you are looking for when you start a new business working from home. Stand alone structures in gardens are becoming increasingly popular – it’s another market opportunity for our partners and without question will continue to grow.
“Bottom line is we are absolutely committed to ensuring all of our partners can access a broad range of mix and match systems to meet the needs of absolutely every customer that is thinking of adding space and surfs the net for options or walks through the showroom door.”
