Discover Aïr bifolding doors are launched as a rebranded Reynaers System.
The Discover Air bifolding and sliding doors were launched on 29th November manufactured by Everglade windows at the Annual Glass and Glazing Awards held at the Park Lane hotel on 29th November. Discover Aïr promote on their website “captivating” “extreme” and “performance” in bifolding doors under this new brand.
The website despite a few broken links is a good, image rich website featuring many classy installations although it is obvious from many of the photographs that these are not British homes or properties owing to some very dramatic scenery in the background, but nonetheless some very Grand Designs type high end installations.
How we know that Discover Air is a rebranded Reynaers Aluminium System
When snippets of information became available several weeks ago about a new Discover Aïr bifolding door brand promising extreme performance, resistance to the elements and so forth by Everglade Windows in Middlesex, the initial thinking was that this was a completely new bifolding door product.
In fact Discover Aïr is the Reynaers Aluminium System, rebranded by Everglade Windows as the Aïr 800 bifolding door and the Aïr 500LS sliding door with the Aïr 600LS sliding door
In line with the Reynaers Aluminium products, Discover Aïr promote the impressive statistics of:
- low U values of 1.4Wm2K
- wind load of up to 1800pa and 600pa watertightness
- the PAS24 burglar resistance that Reynaers recently issued as a press release
- a 25 year guarantee
- bifolding door panel sizes of 1200x3000mm
Discover Aïr promote the products as the Rolls Royce of folding doors. But are they?
High end homes such as this are the focus of the Discover Aïr doors, a market Reynaers Aluminium has been successful in for many years already.
There is no question that the Reynaers bifolding and sliding doors are premium systems and high end. They have excellent aesthetics, very good credentials as far as security, weather performance and leaf sizes are concerned and have the backing of Reynaers that is a well respected global brand of excellent standing.
It is true however, that the Reynaers bifolding doors offer higher credentials and specifications that the more mainstream systems from Smarts and Beaufort for example such as sight lines, leaf sizes and the all important aesthetics.
There are other bifolding doors on the market that could be regarded as “high end” from well regarded systems companies and bifolding door manufacturers such as Schuco, Kawneer, Origin, Sunfold, Sunflex and Centaur. Each of these companies either has long standing reputation behind them architecturally, such as Schuco bifolding doors or like others, they also offer very well engineered premium doors targeted at the better end of the market.
It remains to be seen whether choosing to rebrand an already successful name such as Reynaers is the right move. Reynaers aluminium windows and doors are successful in their own right and perhaps the better move would have been to ride on the back of their prestige. However, Everglade Windows that are behind Discover Aïr are themselves a respected large trade manufacturer of aluminium and the success of this new brand remains to be seen.
What we don’t yet know is whether the doors will be marketed to the consumer with no mention of Reynaers as the systems company to build the Discover Aïr Brand. The website certainly makes no mention of a system or provides any section drawings as yet.
Above all, the bifolding door market is at the point of saturation. Our article on what is next for the bifolding door explained that the market may actually divide into the mainstream bifold and the higher end bifold. Prices and budgets will determine the success of the Discover Aïr bifolding and sliding doors. There will be several factors that will determine the strength and growth of what is essentially a new brand. With the right marketing, the backing of the Reynaers name already synonymous with many high end homes, those with the right budget and very importantly the doors specified correctly and sold correctly by their dealer base.
Will Discover Air Products be available to fabricators or supplied as fabricated doors to dealers?
The intention is to establish a dealer base very much like Origin Doors have done and it is assumed, like Origin Doors, Everglade will manufacture all the bifolding doors and supply fabricated product to their network of dealers.
A random search on their website so far across several postcode searches is not bringing up any dealers not even with the postcode for Everglade Windows themselves in the Middlesex where Everglade are based. To be fair it is very early days and the website states more dealers will be announced in January 2014.
The post Discover Air is a rebranded Reynaers Aluminium System appeared first on Aluminium Trade Supply.
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