Endurance® Doors, the manufacturer of high-end composite doors, is assuring customers of its commitment to ensuring the continued exclusivity of its products.
To protect the premium quality levels which are a cornerstone of its offer, the business is refusing to adopt an increasingly popular industry model of allowing its doors to be produced by third-party fabricators.
Scott Foster, Marketing Director at the Endurance Group, comments: “On face value, one composite door can seem fairly similar to another, which is why we’ve sought to set our products apart through aspects such as their raw material selection, technical innovation, production methods and performance.
“To safeguard this positioning and the unrivalled consumer perception it has created, we are understandably protective about how our doors are made.
“Unlike many composite door manufacturers, we don’t sell slabs to fabricators for them to then produce doors which are sold under our name.
“The reason for this is that it can lead to too many variances and result in a degradation in quality, in turn damaging customer satisfaction and our brand.
“We ultimately want installers and homeowners alike to know that if a product carries the Endurance® Door’s logo, then it has been manufactured to one harmonised and incredibly high standard, enabling it offer certain assurances as a result.”
This uncompromising commitment to excellence gives Endurance such confidence in the quality of its products that it backs them with an industry-leading 10-year guarantee.
It has also continued to be a core message in Endurance’s consumer-focused marketing activity.
Endurance positions its doors not as a functional necessity, but as an investment aimed at the mid to higher end of the market and catering to the needs of the most discerning homeowner.
The manufacturer has been highly effective in delivering on this brand promise, enabling it to secure over 3200 reviews on Trustpilot, of which 88% award it a maximum five out of five stars. That’s more five-star reviews than any other large composite door manufacturer.
In addition, and in keeping with its quality-centric approach, Endurance has also made the conscious decision to not supply online retailers.
This prevents its doors from being listed with a ‘supply only’ price and avoids them becoming a commodity product where prospective buyers can shop around on the internet with the aim of finding the cheapest possible price.
As well as helping to maintain the exclusivity of Endurance doors, this protects the margins of the manufacturer’s installer partners.
“At Endurance® Doors, we take our responsibility towards our installer partners incredibly seriously. The premise of our offer centres on offering end-to-end quality – from the raw materials we use and how our doors are produced through to the way our doors are installed and handed over to the consumer.
“It would be remiss of us to expect exceptional standards from our installers and then to deviate from that as a manufacturer.
“Ultimately, our uncompromising approach may seem Draconian, but it’s about more than that. It’s about protecting quality levels for the sake of our brand, our business, our installer partners and the homeowner.”
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