High Street Installer Backs the Value of Physical Showrooms as Market Tightens

While many installation companies continue to prioritise digital channels, Upminster-based installer Ken Rhodes is making the case for the continued power of the high street—especially as homeowners grow more cautious in the current economic climate.

The business, founded in 1985 by Scottish carpenter Ken Rhodes Snr, remains rooted in its original high street location. Now run by his son and namesake, the company has gradually evolved its product range and marketing approach to reflect shifting customer expectations. Despite the modest frontage, the firm operates with the same entrepreneurial drive that has long defined the UK’s independent window and door sector.

Demonstrating the strength & security of the Gerda steel and aluminium door range

A key part of that evolution has been the introduction of the Gerda steel and aluminium entrance door range—installed as a full working sample in the showroom. According to Ken Rhodes, the decision was driven by growing demand for demonstrable security and premium build quality:

“When Pioneer introduced the Gerda door to us, we knew it was something a bit special,” he said. “Security remains a real concern for many of our customers, so it’s reassuring to have a product that can demonstrate high levels of secure locking that the more premium householder is seeking.”

The timing is significant. Ken reports that leads are currently down by around 30%, and the typical sales cycle has extended from 28 days to 35. Homeowners, he argues, are increasingly selective:

“The typical customer today is less keen to take on any significant debt and is increasingly stringent in choosing quality when making a significant purchase.”

A proactive marketing strategy

In response, the business has adopted a more proactive marketing strategy. This includes data reactivation work, such as a recent SMS trial on 500 existing customers that generated seven appointments—a modest but welcome return at a time when every lead counts.

Ken adds that brand recognition remains a valuable driver, praising Pioneer’s support and the upcoming TV campaign for Gerda.

He also believes the wider industry has lost some of the visibility once generated by national players:

“The loss of some of the larger multinationals has probably affected the public perception of products as a whole—the millions that were once pumped into nationwide advertising is no longer there. The onus on us being more proactive has definitely increased.”

Completed Gerda door installations

Alongside retail installations, the company continues to service local commercial work, recently completing four Gerda door installations on a new-build development that required non-standard widths.

“Gerda fits that bill of being something a bit alternative, without compromising on aesthetics, nor whacking up the price,” Ken said. “It’s the perfect door brand to help us through the tougher months.”

In short….

Overview
As the UK home improvement market tightens, long-established installer Ken Rhodes is reaffirming the commercial value of physical high street showrooms, arguing they play a critical role in converting increasingly cautious homeowners.

Company Background
Founded in 1985 and still operating from its original Upminster high street location, the family-run business is now led by second-generation owner Ken Rhodes. While modest in size, the company reflects the resilience and adaptability of the independent UK window and door installation sector.

Shift Toward Premium Entrance Doors
A key strategic move has been the introduction of the Gerda steel and aluminium entrance door range, displayed as a fully operational showroom installation. The decision was driven by rising demand for:

Enhanced home security
Tangible product demonstrations
Premium build quality for higher-value purchases

“Security remains a real concern for many customers, and Gerda allows us to physically demonstrate the locking performance premium homeowners expect.” — Ken Rhodes

Market Conditions and Consumer Behaviour
Current trading conditions show:

Lead volumes down approximately 30%
Average sales cycle extended from 28 to 35 days
Homeowners becoming more debt-averse and quality-focused

Customers are taking longer to commit and placing greater emphasis on long-term value rather than price-led decisions.

Marketing and Lead Reactivation Strategy
In response, the business has adopted more proactive marketing tactics, including:

Customer database reactivation
A targeted SMS campaign to 500 past customers
Result: 7 booked appointments, a meaningful return in a constrained market

Ken also highlights the importance of brand visibility, noting the impact of Pioneer’s ongoing support and the forthcoming Gerda TV advertising campaign.

Industry Visibility and Brand Recognition
The decline of large national installers has reduced category-level advertising spend, placing more responsibility on independents to generate awareness locally.

“The loss of major multinationals has reduced public visibility of products. The onus on installers to market proactively has definitely increased.”

Residential and Commercial Flexibility
Beyond domestic installations, the company continues to service local commercial projects, recently completing four Gerda door installations on a new-build development requiring non-standard door widths.

Conclusion
Gerda’s positioning as a secure, premium yet accessible entrance door brand aligns with current market realities, offering installers a product that supports:

Higher consumer confidence
Showroom-led selling
Differentiation during challenging trading periods

“Gerda offers something alternative without compromising aesthetics or driving up costs—it’s the right product for tougher months.”

High Street Installer Backs the Value of Physical Showrooms as Market Tightens