Fensa targets ‘grey market’ cowboys
25th September 2018

Fensa has appointed a brand consultancy  to explore ‘one the construction industry’s great unknowns’ –  illegal and unethical operators who are taking business from bona fide traders and leave homeowners without protection.

Anda Gregory, the organisation’s managing director, said that in the past few years Fensa has been made aware of companies not registering window or door installations and in some cases installing windows that are not complying with Building Regulations.
She added: “As the market leader, Fensa has a responsibility to ensure that our brand is well positioned to clearly communicate the role Fensa plays, not only to build value for our members, but to provide protection for homeowners.

“We have appointed CMDi to work with us as long-term partners to carry out a robust programme of research to establish the size and nature of the grey market.”

Dianne Lucas, managing director of CMDi,  said “We are looking forward to working with FENSA as it has a vital role to play in the industry. CMDi has a unique blend of sector focused business strategies including research, brand positioning and communications delivery.”

CMDI’s initial task will be to establish the issues affecting the industry through extensive industry and consumer research. From there, the consultants will work on brand and communications strategies to further strengthen Fensa’s market leading position to ensure it meets the current and long term challenges facing by the industry.

https://www.fensa.org.uk