UK manufacturer’s sales raise the roof with Roofing Superstore
In just 5 years, British manufacturer Eurodec has boasted 300% growth in revenue, doubling sales annually and launching hundreds of new products. As a manufacturer of glass reinforced concrete (GRC) promenade tiles, Eurodec targets the flat roofing market. With this in mind, Eurodec partnered with the UK’s largest online roofing merchant. In doing so, the manufacturer has listed its entire product catalogue online with no direct outlay to the business. Furthermore, in collaboration with Roofing Superstore’s online experts, Eurodec has developed and introduced 365 new products to its range.
Floored by market potential
With the financial commitment of moving on the rise, there is a growing trend for improved living spaces. This means that converting a flat roof into a roof garden, balcony or walkway offers untapped potential in a property. Roomy outdoor living space can be created and, importantly a flat roof conversion increases the value of a property and adds desirability. All of these benefits have contributed to a boost in the number of flat roof conversions in the UK. The market for flat roofing, it would seem, is anything but flat!
Raising the roof
Founded in 2008, Eurodec’s promenade tiles were developed to provide a protective pedestrian finish to bituminous waterproofing materials.
The manufacturer’s introduction of GRP anti-slip products, loose-laid balcony paving, rubber and porcelain tiles means the company now offers the most comprehensive range of tiling products for the flat roofing market. These can be utilised on almost all roofing substrates including asphalt, felt, fibre glass, concrete, EPDM, liquid rubber and single ply. Working with small self-builders to major construction companies, architects and specifiers alike, Eurodec lead the way in this specialist field.
Traditional routes to market falling flat
Eurodec prefers to sell its products through partners in the roofing distribution industry. This allows the manufacturer to focus on its core business. Prior to supplying online via Roofing Superstore, Eurodec’s products were distributed through traditional builders merchants. However, warehouse constraints meant that merchants were unable to stock the manufacturer’s full range of products. Those products that were stocked were aimed largely at the commercial market. Peter explains: “While trade is a significant market for Eurodec, we estimate that at least half of our customers are homeowners working on a self-build.”
Eurodec works solely with Roofing Superstore in the eCommerce arena. While the company continues to supply some building merchants, its key growth area is online. Roofing Superstore is Eurodec’s main channel to market in terms of sales revenues. In fact, the manufacturer has seen a 300% growth in the past 5 years since the companies first joined forces.
Peter Brimble, Managing Director at Eurodec, explained: “There are certain limitations associated with the traditional route to market, this was especially true for some of our more niche product ranges. Roofing Superstore has revolutionised the market place, enabling us to directly connect with customers seeking those products. With Roofing Superstore, customers are no longer limited to commercial stock in builders merchants but can make an informed selection based on a far greater choice.”
Coping with the future
Eurodec has supplied Roofing Superstore since 2010. The specialist merchant helps its suppliers identify trends and grow their business with valuable insights gleaned from a wealth of purchasing data. Eurodec credits this new route to market as the reason for its ability to innovate and develop its product range. The manufacturer has doubled up on sales figures annually since selling coping stones online. Eurodec now offers the most comprehensive selection of products, selling in a range or colours, finishes and patterns.
Peter explained: “In the early days only one product was sold online but based on exceptional sales and feedback we worked to develop new products…365 in the last 5 years! In fact, our coping stones were introduced at the request of Roofing Superstore.”
“Currently, we are the only online supplier of coping stones and have a massive range of products thanks to insights on customer demands. In addition, we recently launched decking cradles and are already seeing a huge demand”, he added.
Eurodec also fulfils bespoke orders via Roofing Superstore. The online retailer liaises with the customer on the manufacturer’s behalf. Information is then passed to the company to design and quote for the job.
Take a walk on the website
Based on the success of online sales and the growing trend for the construction industry to shop online, Eurodec is now planning to update its own website. The new website will be more comprehensive, including links to Roofing Superstore. The manufacturer has also had great success with its online marketing initiatives via Roofing Superstore. Promotional activities with the retailer have lead directly to increased sales.
Eurodec plans to build upon its existing relationship with Construction Materials Online. Peter elaborates: “After 5 years of successful sales via Roofing Superstore, we are now working with its latest eCommerce brand, Insulation Superstore, to supply our product Insustix.”