Many hands make quality work – Leicester front doors
Many hands make quality work – Leicester front doors
There is a sense of pride in the perfectionism of its workforce that places Midori Aluminium of Leicester in a very special fabrication category of its own – a ‘no-compromise’ category.
Midori was founded and is run by the Keshwala family, and sales director Arjun will never compromise on the quality of the products and installation, the care of the workforce, and protecting the profit margins. This no-compromise approach has led to a turnover of nearly £4 million and growing, despite minimal marketing spend.
Manufacturing aluminium front doors in Leicester
“Visitors to our Leicester manufacturing units are often surprised by the fact that all our processes are still done manually,” said Arjun Keshwala. “We have invested significantly in our people, training them in different skills across both the manufacturing and installation of all our products to create a team approach that collectively works with an innate understanding of our range at every stage – from taking initial measurements to designing and making it from scratch to installing it on site. Every single detail is scrutinised to the nth degree, and nothing is left to chance.”
The Midori approach does not subscribe to the belief that automation removes the risk of human error or produces a superior product. Quite the opposite – this perfectionist approach leaves absolutely nothing to chance.
“We have twenty people on our shop floor, all of whom have been with us for many years”, continued Arjun. “Their skills, knowledge and expertise are second to none, and I would trust their ability to make a door or window over and above a CNC any day. If there is ever a dip in sales, I would rather work harder in the office to get more sales through than let any member of our workforce go! And while some automation may be in our growth plans in the future, our commitment to our workforce will remain the same – we will continue to invest in their skills and knowledge for years to come.”
A partnership built on dedication to quality
It is this unwavering dedication to maintaining the highest standards of quality that brought Midori Aluminium to Gerda’s door a couple of years ago. Dissatisfied with its existing door product, the company was scouting the market for an alternative that fulfilled its own exacting demands in terms of performance and aesthetics while protecting its profit margin.
Manufactured in Poland, the Gerda Door range actually came out cheaper than Midori’s existing entrance door product, yet still with higher margins and better overall quality.
Leicester front door prices – premium quality for half the cost
“Gerda gives our customers that ‘rich’ feeling without the need to be rich”, said Midori’s marketing director, Vanisha Keshwala. “It looks great in the showroom, so immediately the aesthetics play a role in the decision-making process for a homeowner. When you start going through the security aspects and the thermal efficiency of the door, the homeowner is presented with a high-performing, premium-quality option that has the look and feel of a door that would usually cost them twice the price. Having the ability to sell with the confidence that Gerda instils in us and in its products makes the whole process so much smoother for everyone involved.”
Vanisha and Arjun have recently updated their showroom model with the SNUB Milano 4B door from the Optima 60 range. It features a Winchester FDW finish both externally and internally, complemented by two side panels, each measuring 500mm, with matte glazing that perfectly matches the door’s design. The door is further enhanced by a sleek Amsterdam long pull bar handle in Black Anoda, measuring 1500mm, along with an internal TW300 level handle, also in Black Anoda, adding a touch of modern elegance to the overall aesthetic.
“The door has added a real wow factor for visitors to our showroom. Immediately it attracts their attention, and that attraction only gets stronger as we talk through the door’s intrinsic security features and outstanding thermal performance,” continued Vanisha.
An ambitious family business
Midori Aluminium was originally founded by father Samir Keshwala back in 2009, originally under the name of AA Aluminium Windows, and then became Midori Aluminium a couple of years later. Over the last few years, Samir’s three children Arjun, Vanisha and Shanta have increasingly taken on the reins of running the company, more than doubling turnover, which in turn, increases their own ambition of what they want to achieve in the coming years. They may have taken on their father’s legacy, but they are still a long way from worrying about their own legacy, focusing on the here and now of building a solid business empire.
“My father built his name and reputation on aluminium bi-folds long before they became as popular as they are today. And he still enjoys his notoriety to this day,” said Arjun. “His love for the metal and passion for perfectionism has created a foundation for growth, which has become embedded in our overall company culture. We see it as our responsibility to not just continue this commitment to quality, but to ensure it is proven time after time in every project we complete. But we will not compromise on that quality to get a job. We would rather lose a sale than diminish our values.”
A bright future for the company
The future is certainly looking bright for Midori, and the Gerda Door is a key part of that strategy. As the company grows, the factory floor will be all-hands-on-deck to fulfil the demand. Alongside the aluminium products manufactured on-site, the Gerda Door offers a healthy additional margin with minimal additional overheads.
“It was important for us to have a strict area of exclusivity in and around Leicester, and now that we have built a momentum around the Gerda Door range, we are seeing a steady stream of enquiries coming in,” concluded Arjun. “Nothing can beat that commitment to quality that Gerda gives us to go out and sell with confidence.”
Leicester front doors near me living up to their name
Sell with confidence. And not compromise on price! The word ‘midori’ actually means green in Japan. And in Japanese culture, the colour green symbolises wealth and fame. Midori Aluminium is certainly living up to its name.
