Tools to get decorative with

There is undoubtedly profit to be made with decorative glass throughout the supply chain, but it appears that some companies in the middle are not making the most of this opportunity.

In conjunction with an expanding portfolio of bevels and films, the declared aim of RegaLead, Europe’s largest supplier of decorative glass products, is to help sales people throughout the supply chain to sell decorative glass. Guy Hubble, Sales and Marketing Director, says, ‘Too often, at the moment, we see a situation where we are at one end of the chain pushing, while the consumer is at the other end pulling – to some extent at least. It can be the case that those in the middle of the chain are unwilling to be pushed or pulled.’

As the number of bigger fully-automatic ‘super fabricators’ increases, there is a reluctance to get too involved in decorative glass, says Guy. And yet, as the consumer is still looking for innovative ideas for their homes, it is an area that should not be ignored. ‘Our job is to try to make life easier through our marketing initiatives,’ he adds.

RegaLead’s strategy is geared towards trying to ‘ease the pain for salesmen’ with a marketing support package that includes catalogues and swatches. ‘It is worth it,’ insists Guy, ‘as there is high added value to the end user who appreciates that the decorative glass is to their design, with their colour choice, and it is seen as an additional part of decorating their property in an individual style.’

This is coupled with an easy-to-use drawing system, Glass Eye, to help customers design and visualise the results.