Launch pad liverpool: ‘there are lots of things happening under the odl banner’

As company names go, ODL Europe Ltd is a little mysterious, giving no indication of the firm’s activity. Formerly known as Viewlite, Ltd, this Liverpool manufacturer of glazing cassettes for doors became the European branch of American based ODL in January 2005.

ODL stands for Ottawa Door Lights, a supplier of decorative door glass founded by Larry Mulder in 1955. ODL has grown to be a $300 million turnover company by acquisition. Today the group boasts several branches in North America, as well as manufacturing operations in Mexico and China.

While injection moulding operations continue to expand at ODL Europe in Bootle, Liverpool, door glass, sealed units with integral blinds and other products manufactured by the group arrive via Liverpool docks for distribution in the UK and the rest of Europe.

That is the plan that ODL is in the early stages of executing. ‘We’re on the first rung of the ladder, and I don’t know yet how long it will be’, explains Jonathan Tune, Sales & Marketing Manager for ODL Europe. Jonathan is excited about the latest range of genuine through-colour glazing cassettes in four designs, available in the most popular colours – white, green, blue and red. Most customers have now changed to these and the range will be made screwless later this year, further improving aesthetics. A PAS 23/24 compliant glazing cassette is also available.

Door glass designs

Complementing the glazing cassettes, ODL Europe offers a range of door glass designs sourced from group companies in Mexico and China. Jonathan Tune is keen to stress that many of these are high quality triple glazed designs that don’t use stick-on lead. Designs range from the simple climbing rose to more exotic works, such as the Jacinto, which has a wrought iron feature within the unit.

The parent company hopes to replicate the success achieved in North America, where it claims 40 per cent of the market for door glass. It would seem a good proposition to supply door glass together with glazing cassettes, but the UK with its numerous small glass shops will present a challenge. David Thompson is ODL’s sales agent for glazing cassettes and door glass.

Sealed units with blinds

Being part of a group means that ODL Europe can now launch products in the UK that have been tried and tested in other geographical areas. One of these is double glazed units with integral Venetian blinds, versions of which are operated electronically or by a manual slider in the frame. Such is ODL’s experience with this product that it offers a 10 year guarantee. ODL has already dabbled in this market from the States, but a UK manufacturing base is now seen as the only way to service orders of any quantity. When established, this operation will be able to supply standard sizes to suit conservatories for a DIY outlet, or alternatively, bespoke sizes for the conservatory trade.

Other niche products

Tubular skylights are another niche product that ODL Europe is sourcing through the group. These are now a popular feature in the UK for loft conversions, and distribution has also been established in France and the Czech Republic.

‘There are lots of things happening under the ODL banner’, says Jonathan Tune. On the product front, the focus remains a strong package of glazing cassettes with decorative door glass. Sealed units with integral blinds have the potential to make a big impact in future. At Bootle, an incentive scheme is in the pipeline, as are other ideas borrowed from the parent company, which was founded on Christian values and takes an active interest in the welfare of its employees.