"The Palmer Report tell us sales of Orangery extensions were up by 38% in 2017 compared to 2016 figures so clearly there is a huge appetite amongst our retail installers to maximise this growing opportunity. Alongside this data we’ve carried out a lot of research amongst consumers about the concept of an Orangery and what that actually means. At one end of the spectrum the term ‘Orangery’ is associated with grandeur and luxury, often only found on period properties and at the other end, ‘Orangery’ is indeed just that, a place to grow fruit. But the commonality amongst all the consumer feedback is that an Orangery is two things - it’s full of light and it’s warm.
“The other factor of course is that an Orangery feels more aspirational than a conservatory. Indeed, a recent episode of Coronation Street brought this into sharp focus with two characters debating the merits of their own ‘conservatories’, one describing hers as a little more “posh”, more like an Orangery.
“That light-hearted comment from one soap character to another isn’t without its foundation. Back in the 90s there was real polarisation in the market, you either had a conservatory, a typical white box, or you had an Orangery. There was no middle ground. But in the last five years two things have occurred that have changed that landscape. First, consumer aspirations have dramatically shifted. The penetration of Grand Designs style programming and home improvement apps such as Houzz and Pinterest have resulted in a nation of home improvers that want more - they want spaces that look unique, that reflect their style and personality - a far cry from the ‘white box’. They also want spaces that can be used as a real, true extension of the home. For many of us the home with lots of small rooms has significantly changed. Families want sociable spaces, removing walls and bringing in lots of extra light - fundamentally today’s consumer is describing a modern Orangery.
“One might argue ‘why does it matter what we call it - a conservatory or an Orangery?’, it matters a great deal, in part, for the reasons I’ve described - an Orangery plays into the aspirational needs of today’s consumer, delivering a structure that they feel is unique to them and their property. But unlike the ‘traditional’ Orangery, constructed with brick piers and a parapet-style roof which comes with vast expense and complication, today’s Orangery, using the vast range of components from Ultraframe not only delivers a highly thermal, unique space but delivers a significant profit opportunity over and above the conservatory.
“In relative terms, recreating the look of an Orangery using Ultraframe components is simple. But there are some key design principles that elevate the overall design. The roof, for example, should look like a lantern, not a conservatory roof. Utilising the strength of the UltraSky ridge creates a slimline look with less bars. Internally, the insulated pelmet creates the ‘flat roof’ look associated with a traditional Orangery but of course brings added design flexibility and the ability to house modern lighting. Externally, the Cornice enables the design to flex towards a traditional style using the curved Cornice, or a modern take on the Orangery using the flat Cornice. The addition of Super Insulated Columns completely eliminates the need for a bricklayer and much the same way as the Cornice contributes to the overall design, the Columns do the same with either a fluted, traditional look or a minimalist plain column lending itself to a modern Orangery.
Grand Designs style programming and home improvement apps such as Houzz and Pinterest have resulted in a nation of home improvers that want more - they want spaces that look unique, that reflect their style and personality - a far cry from the ‘white box’. They also want spaces that can be used as a real, true extension of the home. For many of us the home with lots of small rooms has significantly changed. Families want sociable spaces, removing walls and bringing in lots of extra light - fundamentally today’s consumer is describing a modern Orangery.
“One might argue ‘why does it matter what we call it - a conservatory or an Orangery?’, it matters a great deal, in part, for the reasons I’ve described - an Orangery plays into the aspirational needs of today’s consumer, delivering a structure that they feel is unique to them and their property. But unlike the ‘traditional’ Orangery, constructed with brick piers and a parapet-style roof which comes with vast expense and complication, today’s Orangery, using the vast range of components from Ultraframe not only delivers a highly thermal, unique space but delivers a significant profit opportunity over and above the conservatory.
“In relative terms, recreating the look of an Orangery using Ultraframe components is simple. But there are some key design principles that elevate the overall design. The roof, for example, should look like a lantern, not a conservatory roof. Utilising the strength of the UltraSky ridge creates a slimline look with less bars. Internally, the insulated pelmet creates the ‘flat roof’ look associated with a traditional Orangery but of course brings added design flexibility and the ability to house modern lighting. Externally, the Cornice enables the design to flex towards a traditional style using the curved Cornice, or a modern take on the Orangery using the flat Cornice. The addition of Super Insulated Columns completely eliminates the need for a bricklayer and much the same way as the Cornice contributes to the overall design, the Columns do the same with either a fluted, traditional look or a minimalist plain column lending itself to a modern Orangery.
“Like everything we do at Ultraframe we’ve developed our Orangery range with the retailer at the forefront of our decision making - whether the homeowner has the budget to achieve the traditional, brick pier Orangery or is looking for a modern interpretation, we have developed the range to ensure every style of Orangery can be achieved all with attractive profit opportunities built in.”
