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Creating stand out in the Composite Door market

When Excel Door Supplies was looking for the ultimate security for its range of composite doors they looked to ERA’s Invincible as the ‘above and beyond’ solution.  Excel Door Supplies MD Steve Panesar tell us why: 

“Many composite door businesses settle for mediocrity when it comes to the security hardware – that’s not an Excel door. 

Our retail customers look to us to continually develop and improve our product, giving them something unique, something that will really stand out for the consumer.  We recently put our door through ERA’s test facility using the Invincible cylinder – once you see its performance under attack you can’t fail to be impressed. 

But it’s when you put a key in it and it still functions – that’s the real talking point for retailers.  By comparison we show retailers other 3 star cylinders after the same attack test and the key-hole isn’t even accessible, let alone functioning.

The Excel difference is that we don’t follow the pack - we’re not afraid to do something different to the rest of the composite door industry and that’s where our relationship with ERA has paid dividends.  Not only do our doors carry the PAS 24 accreditation, when it comes to convincing a homeowner about the security of their Excel door, it’s not about showing them a certificate, it’s about demonstrating the real, everyday features and benefits. 

I always show the Invincible we used in the testing to retailers – the usual reaction is something along the lines of “wow”.  Our job is to make a door that they can easily sell – Invincible adds to that, no question.”

ERA Invincible_1.jpg

"The Invincible from ERA was recently showcased at the Neighbourhood Watch AGM, delegates at the meeting were shown the performance of a range of cylinders incloudign the Invincible".  Watch their reaction here: