Stable Foundations, Sustainable Growth: How TruFrame Is Positioned To Withstand Market Turbulence

26 April 2024

In the current economic landscape, it’s important to build relationships with stable, sustainable suppliers so that your business is reasonably protected from market turbulence.

TruFrame has been a frontrunner in this domain, setting an example for how robust practices and sustainability can pave the way for industry success across the window and door market.

Today, we’ll take a look at why choosing financially-stable, investment-committed partners is an important aspect to your business.

A look at the window and door market

It’s undeniable that the window and door market is going through somewhat of a bumpy patch following the positive performance seen during the COVID-19 pandemic petering out and the inflationary pressures that have taken root since, putting homeowners’ disposable income at risk.

These factors have resulted in reduced demand across many industries, including home improvement and construction, and this is having a knock-on effect to companies throughout the industry.

Every month, companies in the industry are running into financial problems, often resulting in administration or acquisition by other firms.

One of the most notable names in the industry, Safestyle UK, fell into administration in December 2023. More recently, Everest also collapsed into administration.

You might assume that this is good for business, as surely it means more work for you through reduced competition. However, in reality, this isn’t necessarily the case.

Take the example of Safestyle UK, who spent millions in advertising. While those campaigns were designed to generate business for Safestyle UK, it had a knock-on effect of grabbing the interest of people who weren’t actively looking for windows and doors but then began to do so as a result of the marketing campaign, and therefore make contact with various companies for quotes, giving others a chance to win the work.

As businesses like that disappear, those indirect benefits diminish and thus those that remain need to increase their own marketing spend in order to make up the difference.

It also has the effect of reducing consumer confidence in the sector which can put people off wanting to commit to a purchase, especially when media outlets report that people are left with unfinished work or lost deposits.

Aside from the lead generation impact, there can be other ramifications as well. For example, if you rely on a supplier that subsequently hits the wall, you could end up with unfulfilled orders or increased costs by having to use another supplier at short notice, or differences in product, such as quality.

Therefore, it’s crucial to use suppliers and partners proven to resist market pressures and adapt in difficult times. Likewise, suppliers and partners that can support your business in the way it needs, for example via marketing support, can be crucial to help you navigate an environment where you may need to find yourself being more strategic and tactical, while increasing marketing investment.

How TruFrame remains a stable, sustainable fabricator

TruFrame has been a family-run, owner-managed window and door manufacturer since 1994 and has a proven track record of being financially-sound and resistant to external pressures over the past three decades.

Building a Stable Foundation

A stable foundation in the manufacturing sector requires several key components: financial stability, quality workforce, consistent supply chains, and reliable production processes. 

TruFrame ensures financial stability through prudent financial management and strategic investments that are designed around long-term success, not short-term wins.

A focus on hiring skilled employees and investing in their continuous training underpins the company’s commitment to quality, thus driving consistency in product quality that installers and homeowners can come to expect time-and-time again.

Embracing Sustainability

Sustainability is no longer a buzzword but a business imperative. TruFrame integrates sustainable practices across its operations, from sourcing eco-friendly materials to adopting energy-efficient manufacturing processes.

This commitment not only reduces the environmental impact but also resonates with eco-conscious consumers, opening up new market opportunities. From a financial perspective, some sustainability measures result in reduced costs, for example via reduced packaging and transportation costs.

At TruFrame, a number of measures have been put in place to support sustainability and environmental responsibilities, from recycling, packaging reductions, and industry standard accreditations.

Strategies for Sustainable Growth

Growth can come in a number of forms. Many companies take the route of short-term wins, but these often lead to longer-term problems. At TruFrame, long-term, sustainable growth is what matters.

As a result, realistic, attainable growth targets are set, as opposed to setting unrealistic targets that would drive unsustainable growth. This is important to ensure that production and processes can keep pace and not impact the quality of the final product.

Continuous investment across the business

Continuously investing in R&D to improve product offerings and meet emerging market needs, as well as investing in machinery, are key to continued growth and product quality.

At least £1m in asset-based investment is made every single year at TruFrame, across all areas of the business, including plant, machinery, and technology.

When you’re choosing your supply chain partners, it’s important to choose wisely. Ensure that they have a proven track record of reliability, stability, and financial integrity, to avoid inadvertent interruptions to your own business.

If you are looking for a window and door manufacturer that can supply high-quality, hand finished windows and doors, while being a reliable partner that works to support your growth, get in touch with our team today to see how we can help.