Wardrobe Doors Direct was one of the first retailers to offer Global Doors & Interiors' range of aluminium and steel frame made-to-measure sliding wardrobe doors , room dividers and wardrobe interiors from its Simplicity Range directly to the domestic residential customer via an online-only route.
Prior to 2012, Global Doors & Interiors' main routes to market were primarily focussed on commercial customers and included sales to high street/retail park kitchen and bedroom furniture stores, architects, developers, contractors, interior designers and independent builders and joiners. When, in 2012, Wardrobe Doors Direct (WDD) approached the manufacturer, the possibility of supplying its sliding door products directly to the domestic market was initiated.
The DIY home-improvement sector
WDD had recognised that a significant proportion of potential end-customers were highly invested in the design and planning of their own interior spaces. This was evident from the sustained popularity of television shows such as Grand Designs, DIY SOS and Changing Rooms, but also from the explosion of self-published videos emerging on platforms such as YouTube. Moreover, these potential customers had the motivation and ability to install their own sliding wardrobes – however, there was only a limited selection of ‘off-the-shelf’ solutions to choose from, and crucially, these were usually only available in a range of standard widths and heights. WDD believed that if a trusted and recognised manufacturer could be involved in the process, great sales potential could be realised through linking up a simple-to-use, online-only, bespoke design and ordering interface with a quality manufacturing and delivery service.
In teaming up with Global Doors & Interiors, both companies have been able to capitalise on this emerging and growing sector and have benefitted from the year-on-year growth that online purchasing in the domestic consumer market has witnessed over the last decade.
Crittall style sliding doors with antique distressed mirror
“Wardrobe Doors Direct has always been impressed with Global Doors’ focus on continual innovation and new product development in the bedroom furniture sector – its introduction of easy-to-install soft-close mechanisms, for example – and this shared philosophy has enabled us to continue competing effectively in a crowded marketplace. We look forward to continuing working alongside Global Doors and enjoying the benefits that brings to both businesses”.
Adrian Longbottom - Director, Wardrobe Doors Director
Over these same ten years Global Doors & Interiors has made its own significant investment in developing bespoke fulfilment software that makes the ordering, production and delivery of the range of products as efficient and seamless as possible. Production capability has also been invested in, with the addition of a wood plant incorporating new machinery that includes four Biesse panel processing machines, a panel sizing centre, two high performance edgebanders and a vertical drilling and CNC routing cell; this enables Global Doors & Interiors to process panel products into customisable, high quality fitted and free-standing furniture products. New product ranges have also been introduced which has enabled Wardrobe Doors Direct to expand its offering to the market – recent examples include Shaker-style sliding wardrobe doors and frameless sliding wardrobe doors that are available to design, configure and order through Wardrobe Doors Direct’s website.
"The innovation, creativity and high level of service that Wardrobe Doors Direct initially introduced and continues to provide its customers with has enabled Global Doors to expand and develop its own operations into a valuable customer market. We look forward to the next ten years of working together.”
Matthew Fletcher - Managing Director, Global Doors and Interiors Limited
Brand new Shaker style sliding doors now available on www.wardrobedoorsdirect.co.uk
The ever-increasing confidence that the general purchasing public display in using online interfaces to choose, design, order and pay for products and services has greatly benefitted the operation between the two companies. However, this has been bolstered by both companies continually developing and adapting its combined products and service offering. The development of secure payment options, independent publication of customer reviews, provision of free downloadable installation guides, delivery of finished orders by dedicated drivers, a 10 year guarantee on all products and components and outstanding after sales service are all important factors that have strengthened and consolidated the collaboration.
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