From:
Roger Hartshorn
Group CEO
Liniar

It was good to read Rob McGlennon’s letter about not competing with customers, as this is something we hold close to our hearts at Liniar. It does seem we’re in the minority, however.

Looking at the large PVCu extruders producing more than 20,000 tonnes per year, the majority seem to have fallen into the trap of making huge volumes of windows and selling their own windows direct to installers through trade counters.

Contrary to increasing growth, all this approach does is help to send prices spiralling downwards – generating even more competitive tension for identical products.

I also tend to agree with Rob’s points about price pressures, albeit with a slightly different take on the subject.

I believe the investment versus per metre price debate is a ‘chicken and egg’ situation. Without new product innovation, a strong belief in your products and the willingness to take risks at systems company level, you can’t offer installers the ability to differentiate themselves. Without that, the only bargaining chip they have left is price, and price alone.

Here at Liniar, our philosophy is simple: we help our customers grow by providing them with technically advanced systems that give them a competitive advantage – and we will never compete with them.

We make and sell window systems, bi-folding door systems, patio systems, conservatory roof systems and finally fascia, soffits and window finishing trims. Everything is of the highest quality, everything matches perfectly and everything has a single guarantee. Why make life complicated?

Fabricators and installers can break the cycle by asking themselves: Is your number one supplier also your first, second and third biggest competitor?