Leicester based fabricator Midori Aluminium has just received its Authorised Partner plaque from AluK in recognition of the success of two companies’ ten year ongoing partnership.
The presentation followed hot on the heels of Midori’s second appearance at the NEC’s Home Building & Renovation Show, where both the success and value of the partnership to both businesses were very apparent.
Arjun Keshwala, Midori Managing Director, said that lots of well-informed homeowners came to the Midori stand specifically to see AluK products. He said: “We were delighted because we had enquiries from people who already knew the AluK brand and what it stands for in terms of UK design, manufacture and quality. They’d done their research on line beforehand and came to us because they knew we had AluK windows and doors on show.
“It was the perfect example or how we benefit from the investment AluK makes in its brand, and the fact that the brand is underpinned by good quality products and a truly comprehensive customer support package.”
Neil Dattani, AluK’s Area Sales Manager who is responsible for looking after Midori added: “Midori’s association with AluK undoubtedly brings benefits to them, and we’re constantly looking to add even more value via our technical and marketing support and continual investment in new products, but obviously it’s only one aspect of their story. Midori is a strong brand in its own right, and Arjun and the team have done a fantastic job over the years building a reputation for quality and professionalism, and for going over and above when it comes to service.”
Midori now fabricates a comprehensive range of AluK products, including the Heritage door, the BSC94 HI slider, all the 58BW window options and the brand new IconiK bifold. It supplies trade customers nationwide and has an installation arm which operates within a 100 mile radius of Leicester, specialising in high end residential projects where there is real demand for slim sightlines, larger glass areas and premium finishes.
Arjun added: “Every customer that buys from us – whether they are a trade installer, an architect or a homeowner knows that we deliver reliably excellent quality, but hopefully also that we are focused on delivering an outstanding experience every time.
“For installers, that means easy ordering, technical and drawing support and showroom access for their retail buyers. While for homeowners and architects, it means being prepared to work on even the most complex, one-of-a-kind glazing projects, and finding solutions where other fabricators might say no.
“Bespoke isn’t just a word we use, it’s how we operate. From luxury heritage glazing to complex commercial installations, we approach every project with a problem-solving mentality and attention to detail. Customers know they can bring us ambitious ideas and trust us to deliver them, and our partnership with AluK certainly helps with that.
“We really value the technical support and accessibility of the AluK team. Having a responsive account manager like Neil Dattani and technical expertise on hand makes a big difference when you’re managing bespoke projects and tight timelines.
“Recently, for instance, we fabricated AluK’s first arched Heritage door and AluK’s technical team worked closely with us to to ensure the design met the customer’s vision and also performed structurally, thermally and compliantly.”
Like so many aluminium fabricators, Midori Aluminium is pushing back against the race to the bottom on price which threatens to undermine the sector. Arjun commented: “Too many companies still compete purely on cost, even though service, reliability and product quality ultimately matter far more over the lifetime of a project. We are all facing rising costs, labour shortages and increasingly demanding compliance requirements, so it is frustrating unrealistic pricing and lead times giving customers false expectations.
“However, as we are demonstrating, there are still huge opportunities out there for businesses like ours which have got the balance right between manufacturing capability and efficiency and customer experience.”
For more information visit uk.aluk.com
