Total challenges again: Total grows fabricator base for roof with more span than most

The conservatory market is growing in diversity, and while a large part of the market is price driven, others have chosen to differentiate, quietly confident of a higher specification product’s place in the market. An interesting case is Total Conservatory Roof Systems of Norwich, whose well-engineered system can span greater widths than most without needing a portal frame.

‘Audi or BMW versus Ford’ is one comparison the Total management use to place themselves in the market. They see installations of their product as home extensions, also a reflection of the extra quality customers will specify in windows and other areas of the conservatory.

Total Conservatory Roof Systems operates from 30,000 plus sq ft of manufacturing premises and distribution centre in Norwich. Also in Norwich is the company engineering division and group head office. There is also a distribution facility in New Jersey, USA, to support a highly successful and acclaimed roof system which was initially designed for the American market, and the much talked about system that has set new standards for any roof systems to adhere to for the US market. Today, 30 per cent of business is done in the USA.

System strengths

The requirements of the American market to the system have dictated the performance of the Total roof system, which is the same on both sides of the Atlantic. ‘It had to be strong for America’, explains Group Managing Director Stefano Zagni. ‘In the US it’s a four hour drive to install a conservatory. There’s no scope for callbacks’.

The Total conservatory roof features a patented spider assembly and box section eaves beams, which add strength. Glazing is ‘perfectly aligned’, saving 10 to 15 minutes per jack rafter assembly. A variable ridge can accommodate different angles on each side, and there are dedicated glazing bars for different depths of glazing (16mm, 24mm, etc.). Besides polycarbonate, glass roofs are becoming increasingly popular, and the company already has a glass supplier on board.

A recent visit to Total’s Norwich headquarters revealed an impressive operation in the heart of window country – Anglian, Uniglaze 2 and Zenith are just three fellow occupants of Airport Industrial Estate.

Total’s fabrication facility is equipped with a seven-axis machining centre and disk fed saws. The combination of automation and experienced operatives means that Total builds around 130 roofs per week. The decision to become a systems company was made after a local customer made enquiries. Total then trialled the concept, which has been rolled out to several companies now.

Total holds a long list of accreditations as a company and for its roof. The company’s attitude to recycling also adds grist to the mill: Total was a Silver winner in the Green Organisation’s awards for Environmental Best Practice 2001, coming second to Jaguar. ‘By winning the award we saved ourselves money’, adds Stefano.

Glassex Challenge

TCRS was a sponsor of the 2004 Glassex Challenge competition, and once again teams of installers will assemble the Total roof system to compete for this year’s prize.

Last year’s competition proved a great sideshow for the exhibition, although the competition did take Total by surprise. ‘We went in thinking we would be happy with an hour, but with no experience guys were putting together our roof in half and hour which is testament to the system itself’, says Stefano.

The eventual best time of 23 minutes by Henman Green provided excellent publicity, and left the ‘43 minute’ claim of one major systems company looking rather pedestrian.

But to be realistic, in the field installers will spend a day or more on site. Total supplies a map-style installation guide.

The way forward

Total are up-front about not being in the low end product roof market. Instead they offer a highly engineered product for the middle to upper end. A family of marketing support materials includes over-printable literature and a brochure for various climate control products. Another successful showing at Glassex should point the way forward. TCRS, tel. 01603 411722.