Sash UK is set up to service orders for large structures opening the portal market

In a slightly ironic twist, after setting out to sell conservatories in the U.S. Sash UK is now taking what it learned there and applying that experience to developing an almost untouched sector in the UK.

Around 10 years ago Grimethorpe, Yorkshire based Sash UK Ltd decided there were opportunities for the company to sell conservatories in the United States of America. It was a bold move for whilst Sash was a prominent name in the British windows and conservatories market, the resource required to even make any sort of impact on the US home improvement business was a leap of faith, largely driven by the company’s now Joint Managing Director David Ruzicka.

Opportunities

‘It was, shall we say, an interesting time,’ reflects David. ‘We did a lot of homework and realised that, whilst there was a large established market for sun rooms in the US, there was little available for the quality end. Initially we formed a business relationship with a very dynamic installer in New Jersey, with other customers established since then of course, and have been shipping some steady volumes for some time now.

‘Americans enjoy the quality and, with a price premium over traditional products our conservatories were finding themselves in demand from upmarket homes, and the market for ‘English Conservatories’ has grown from there.’

With interest largely coming from the premium end of the market, in addition to commercial business Sash increasingly found themselves facing orders for what by any standards were large structures, usually for private homes and with one occupying 3,300 square feet. These required exceptional skills and abilities to produce and install and Sash turned to Portal frame technology to provide the solution. The company also sought out the skills of a top conservatory specialist and Colin Poole joined as manager, now director, of what is now a separate division within the Sash organisation.

Both David and Colin have been picking up the Air Miles at a considerable rate: ‘I have spent a large amount of time now in the States,’ says Colin, ‘and have come to know the market very well. One of the more interesting things about what we have been doing is marrying up our construction techniques and needs with those of the US building codes, which tend to vary widely, and are open to local interpretation. It has extended us but in overcoming these issues we have been able to develop products and skills that are benefiting our operations in the US, but also in the UK.’

Britain ‘difficult’

The British market for portal conservatories has had a chequered time. Without the volumes to draw real commitment from the major roof systems brands the development of products and market has been left to a handful of smaller organisations, with mixed results. There have been corporate casualties as some of the players found the demands of investment for product development, and the requirements for capital funding for larger contracts, at odds.

Sash has neither of these problems: the company is financially well founded and has an extraordinary manufacturing base in Grimethorpe, now supported with a newly occupied factory dedicated to portal frame manufacture. This has allowed the company to develop its very own portal system, thus making it self-reliant.

Sash also has extensive installation capabilities, in respect of Portal structures – Sash is widely regarded in this field – but also in commercial site management, contracts and procedures, gained through considerable success in large scale commercial and public sector glazing installation.

The company has a number of large projects under its belt in the UK, including one just completed for a South Wales hotel, a project, says Colin Poole, that goes some way to illustrating the market position in this country: ‘The client wanted a large conservatory extension installed on his hotel for use as a function room. But he couldn’t find anyone in Britain to build it for him so he went to the United States. In a lovely twist of irony someone there recommended us to him, and we got the contract.’

There may not be too many projects on this side of the pond that would command floor areas of 2,000ft2 or more. But as Sash has already shown with its completed installations in hotels, restaurants, schools and even a bible college, the next time you go out for dinner, stay in a hotel or even visit the kids’ school, you may just be looking at your first portal project.