Freefoam is a specialist manufacturer of PVC-UE roofline and external cladding, PVC-U rainwater systems, and interior decorative panelling. 2020 was a major milestone for Freefoam, celebrating 30 years of trading.
1. Opening a UK manufacturing base was one of our best decisions
Freefoam was established in Cork in 1990 with just one extrusion line. Freefoam was set up to provide the growing home improvement market in Ireland with PVC fascia and soffit as a high quality, low maintenance and long lasting alternative to timber roofline. We quickly grew from there and at the turn of the century we made a commitment to the UK market by investing in a modern, integrated manufacturing plant to include extrusion, mixing and distribution. The site in Northampton now has 16 extrusion lines and employs 150 people.
2. No two markets are the same
From small beginnings Freefoam now has a 300-strong team and the UK is at the core of the business. We also have a significant presence across Europe, with distribution centres supplying customers in France, Germany, Belgium, the Netherlands, Spain and Sweden. Over the past 30 years we’ve learned no two markets are the same, but our approach in each country remains unchanged. We’ve built the Freefoam brand around quality, product choice and support and we work closely with customers to give them the products they say they need to sell more in their markets. We’ve also invested in each of these markets to ensure we have a smooth, reliable supply chain and high-quality products.
3. Colour is the future
Colour is the fastest growing trend in roofline, reflecting its popularity in windows and doors. Over the whole market it accounts for around 30% of sales, and we know that many window companies selling premium products are reporting 50% or more in colour sales. And if a homeowner has invested in a high-end suite of foiled window and doors they want the roofline colour to match.
As the innovator in roofline colour, Freefoam led the way with a wide range of colours in fascias and soffits, and rainwater guttering. Our patented Colormax® technology helps stockists and installers capitalise on this growth area. It’s one of the most technically advanced colour processes for roofline and rainwater, incorporating a unique selection of stabilisers and pigments, specifically chosen for their high colourfastness.
4. As an independent manufacturer, we only sell through stockists and merchants in the UK
The world has changed beyond measure since our early days - from the political landscape and climate change to changing demographics and consumer preferences – and we’ve built our brand around quality, choice, products guarantees and customer support. Supporting customers and helping them grow has been the key to our success over the past thirty years. When we set up in the UK over 20 years ago, we decided not to compete with customers with our own network of distribution channels, but only to sell through stockists and merchants in the UK. We then extended our support to the whole supply chain from stockists and merchants, through to installers and newbuild partners.
5. #HelpingCustomersGrow is the secret to our success
Customer support goes beyond great products and guarantees to reliable service and a dedicated customer service team. We also offer a range of marketing packages, POS, brochures and samples to help stockists and installers sell more and build their own brands. Each customer has different priorities and requirements so we tailor support and offer everything from social media toolkits and videos to brochures and flyers. Freefoam stockists and registered installers also benefit from consumer-facing websites: www.myfascia.co.uk and www.mycladding.co.uk which generate quality leads for customers by directing homeowners to their nearest stockist and our network of registered installers.
Supporting customers is a way of life at Freefoam and we’ve formalised it in an ongoing marketing campaign, #HelpingCustomersGrow, to celebrate our customers’ achievements and their strong partnerships.
6. Meaningful guarantees give installers the edge
Based on the quality of Freefoam products, we’ve developed meaningful product guarantees to help customers stand out and give homeowners extra peace of mind. Freefoam’s innovative production techniques are the foundations of our 20-year Lifetime Guarantee on white roofline, with 10-years on colour roofline and cladding.
Freefoam Registered Installers get an extra boost with our market-leading 50-year Lifetime Extended Guarantee to give homeowners even further reassurance. Our Registered Installers like Jason Large, Director of Simply Roofline say the Extended Lifetime Guarantee is a great selling tool: “We use Freefoam’s full range because they supply excellent quality products and they offer extended guarantees to customers. The lifetime guarantee gives us an edge over our competitors as not all companies offer this.”
7. Cladding is the next big thing!
2020 has been a challenging year but the home improvement market is booming. One effect of the two national lockdowns has been the surge in homeowners looking at ways to improve and add value to their homes. Cladding is an important trend and we’ve seen demand skyrocket since March because it’s an easy, low maintenance ways of updating facades and giving properties a facelift. Another reason for this spike is the rising demand for garden rooms and home offices. Freefoam’s wide range of cladding solutions, including our Fortex and X-Wood brands, are a popular choice with installers because they offer easy installation and long lasting, maintenance free performance. Homeowners choose from a range of styles and colours and our consumer-facing website www.mycladding.com gives installers genuine leads and a handy product visualiser to help on sales visits. Most Freefoam cladding also comes with a 10-year product guarantee