Why it works: a revolution for door furniture retailing driven by A Perry

A Perry & Co (Hinges) Ltd, a leading independent, family-owned British manufacturer and supplier, is reinforcing its market-leading position with the introduction of three new stylish door furniture collections named Horizon, Vision and Old Hill Ironworks. The new ranges are intended to blow the doors off the competition with their innovative features and benefits.

Value proposition

The products appeal to potential consumers through their premium components, extensive variety of modern, contemporary and classic styles, superior finish, and extended mechanical life guarantees. Pricing for the new ranges is geared to deliver potentially higher profit margins for distributors and stockists. The new ranges will debut at Spring Fair 2018 (4-8 February, NEC, Birmingham) on stand 10D32.

The power of collaboration

By collaborating closely with distributors and retailers and anticipating their wishes and requirements, A Perry manages to be one step ahead of the competition and maintain strong business partnerships. A trade only supplier, the company has managed to solidify its market position by investing in and creating professional merchandising and POS options to complement the door furniture ranges. These include merchandiser stands, display boards, handle plinths, posters featuring lifestyle imagery and entrance decals, all designed to help the distributor and retailer gain sales. A Perry is also offering significant dealer incentives, with distributors encouraged to get in contact to learn more about the beneficial offers available to them.

Innovative packaging

Another way of securing continuous success is challenging the current industry standard, even when it comes to how the products are displayed. All the ranges have new eye-catching, retail-oriented and user-friendly packaging. The packs show the individual features and benefits of the ranges, with Horizon and Vision carrying lifestyle product imagery. All the packaging is recyclable and reusable, endorsing A Perry’s ‘green’ commitment. Underlining the company’s pledge to support its distributors, A Perry will also supply the leads generated from advertising and PR, and will offer technical support to retailers and their customers, assisting, if required, to gain large complex contracts and orders.

Next generation products

Ian Dunnaker, company director, says, “A Perry has taken the view that traditional door furniture is so much more, creating ranges which have an individuality and character of their own, representing the next generation for the market. We genuinely believe the quality of our new products is second to none, and the amazing 25-year mechanical guarantee offered on our fabulous Horizon range underscores this. With Vision and Old Hill Ironworks both carrying 12-year mechanical guarantees this launch consolidates our leadership position.”

Passionate team

Ian continues by explaining what lies behind the brand’s success, “We have a great team at A Perry and are very proud of the passion everyone brings to their work. The style and elegance of the ranges lies in the attention to detail we have taken in designing these durable collections, which will stand the test of time. We are looking forward to launching Horizon, Vision and Old Hill Ironworks at Spring Fair and are confident that our offering will enable distributors to benefit from increased sales and higher profit margins.”

Precision engineering

Designed to bring an elegance and style to every doorway, the new ranges feature door knockers, knobs, hinges, hooks and handles. These high-quality innovative products are the result of precision engineering and satisfy the market’s strictest requirements when it comes to contemporary, modern and classic ironmongery.

The collections which embody A Perry’s leadership ethos are the following:

Horizon: features solid, forged brass components

Horizon offers sophisticated lever on rose door handles and escutcheons created from premium solid forged brass components. This exclusive, precisely engineered range comes in modern classic designs and has a superior finish for extended life. Perry has taken the traditional concept of a door lever and expanded it into handles which are viewed as decorative when used on a door. The levers and fixings are very durable and strong, have been designed so the torque goes into the body of the door instead of the lever, increasing resistance to damage and wear. All products from the Horizon range are suitable for 35mm to 44mm door thicknesses and come with a 25-year mechanical guarantee, unprecedented in its sector.

Vison: contemporary range

Vision is a contemporary collection of levers, escutcheons and levers on plates created from high-quality die cast components with a superb long-life finish. Suitable for 35mm to 44mm door thicknesses, Vision comes with all fixings and has a 12-year mechanical warranty.

Both the Horizon and Vision ranges are available in multiple high-grade finishes including polished chrome, satin nickel, graphite and satin chrome, featuring round and square roses. For more details, click here to download the product brochure for both ranges.

Old Hill Ironworks: black antique ironmongery

Old Hill Ironworks is a door furniture range which specialises in black antique ironmongery originating from the heart of the Black Country. The products are created using quality malleable steel which makes them more flexible and less brittle and likely to break. With a high-quality protective inner coating and a strong, robust UV colour fast ‘first use’ outer coating, The Old Hill Ironworks range offers a superior industry leading finish. The range has been salt spray tested for a market leading 700 hours to guarantee its extended reliability.

The collection includes lever handles; mortice knobs; pull handles; gate furniture; front door; window fittings; cabinet hardware; tee hinges and hinge fronts. For more details, click here to download the product brochure.

More information about the company is available on www.perrytrade.co.uk.

Tel: +44 (0)1384 414001

Fax: +44 (0)1384 411100

E-mail: sales@perrytrade.co.uk

(A Retail Times’ sponsored article)