Q.      Pearl Window Systems has been around since 1998 and, apart from being one of the fastest growing fabricators, it still seems to continually grow.  What is your frame production capacity now and is it automation that has allowed this to happen?  Whenever I’ve visited Pearl there always seems to have been additional investment in machinery, systems and technology.  Is that still the case or are you now kitted out for the future?

As a business we will always evaluate the best possible opportunities on merit, not only for the good of the business but also that of the customer and our employees.  I’d like to think we’ve made the right decisions at the right times, we have continued to invest in systems, automation and technology which has streamlined our business, now operating over 5 facilities within the North West.  Our goal beyond 2024 is to aim upwards of 5,000 frames per week, this will include further investment.

Q.      People have always been important and key to Pearl’s development – in fact all the usual suspects seem to have been there for ever!  Are you expanding the workforce or bringing in new key managers to continue the growth?

As a growing business we are always on the lookout for talent that can help us drive the company forward. I feel we have a fantastic track record of internal succession planning and providing career pathways for people in the business. We have made some exciting external appointments in the last couple of years, particularly in our new build division. It’s an absolute pleasure to be able to say, we still employ our first ever employee who’s now our Head of Finance.  Most of our senior team have 20 years plus service, together with my fellow directors who I employed both at the age of 16, in what seems like a previous life now.

Q.      You have a large and countrywide network of customers for both domestic and commercial products and I know you have looked at that tricky market called ‘New Build’.  Is the new build sector important to Pearl and how are you tackling this margin sensitive market?

Our customer network is spread far and wide from one end of the country to the other.  Our trade customers have made us who we are today, an important piece of our long term strategy, and for which I thank them all for their continued support year after year.

The new build market is a key component part of our future development moving forward. We have embraced the challenge of entering into this world by offering something different than our competitors and predecessors. We have an excellent business development strategy in place and have ‘partnership’ and ‘open book’ relationship building with our new build customers.

Q.      You fabricate Liniar and the fact that that system was designed from scratch as opposed to being tweaked from an existing system has been key to its success.  Has that helped in your pursuit of the new build market?

From 2011, Liniar has been instrumental in the growth of Pearl, from circa 1,400 frames per week on our previous system to the present-day volume.  This has been an incredible journey, our growth in the trade has been due to the excellent USP’s Liniar has to offer compared to many other competitors out there.

The fact that we can demonstrate a full turnkey solution to our new build customers, from extraction right through to installation has, in many respects, set us apart from our competition. Liniar have been a fantastic partner for us as we entered into the new build market, their support and innovation have been key factors in the momentum we have gained. They have also helped us host a number of key customer days, to demonstrate the strength of our partnership.

Q.      How can you succeed with new build when much of the industry shies away from a very cost sensitive area, and very demanding clients?

We have really built on the partnership model and established key customer relationships from director level down to site level. The expectation of the new build market is not that dissimilar to trade and retail, in that our customers just want it right first time and also want us to react in the right manner and timeframe if they run into some issues. Our success is very much dependent on the new build team we have built from our management, right through to our directly employed fitters and our apprenticeship programme. We have an enviable roster of talent in that team.

Q.      To appeal to regional or national housebuilders you have to offer more than just price.  How do you deal with the need for them to call off product to suit their build programme as opposed to simply delivering in when you have fabricated an order?

We work closely with the site teams to understand their programmes and their upcoming call of requirements. We rely heavily on our unique operating system “The Vault” to enable us to resource plan.  Our entire installation program, customer care and CML is all digitised in the cloud, this allows us clear visibility together with the ability to execute a slick service to the sites. Our customers have really embraced that technology along with our QR codes and exclusive extendable warranty scheme.

Q.      I mentioned earlier that Pearl has been around since 1998 but you have actually been in windows since 1984….I hate to mention it but that’s 40 years!  What’s still driving you to expand Pearl’s offering?

          Ha ha, I try not to think about it, as each time I do, that takes me to thinking about my age, so don’t get me started!

          I still love a deal, I still feel fully responsible and focused on providing the best possible opportunities for all our members of staff and their families who rely on Pearl week in and week out.  You should never look backwards in my mind, you have to continue to grow and develop as a business and as people, obviously try and enjoy it along the way, sometimes easier said than done!  The opportunities we have created in the last 24 months is actually quite exciting, it’s also created incredible opportunities for our team, that in itself is such a buzz and so satisfactory to see people progress within our business.

Q.      Back to new build.  I’ve heard you are bringing in another long-time window man to help the new build division.  Can you talk about this?

          Yes, Kevin Seddon, the former founder of New View Window Systems.  I’ve known Kevin for 20 years and given recent circumstances I’m now  back in dialog with Kevin.  It’s a one off opportunity for Pearl to have Kevin as a consultant, to help guide us through our growth over the next few years.  Kevin is a new build expert in installations with a wealth of experience and contacts.

Q.      With Kevin joining you, that looks like around 70 years of experience between you!  How valuable is that experience when it comes to dealing with large housebuilders?

          Tricks of the trade, to be able to understand and react, you can’t buy this level of industry service and experience, priceless I have to say.

Q.       You started your new build division in April 2023 and I well remember the launch.  Now, some 18 months later, how many installation teams do you have, and do you see, the need for more teams in the future?

We currently have 7 installation teams across the North of England. All of them are directly employed in full Pearl uniform and Pearl branded vehicles. We anticipate at least another 3 teams to join us in 2025. We take great pride in the quality of our fitting teams, they are the face of the new build business.

Q.      Pearl has always prided itself on customer service and I presume that is all important in working in new build.  How are you maintaining your high standards?

Customer care is extremely important and for us it starts with the initial installation through our directly employed fitters. We have assembled an extremely experienced customer care team led by Rebecca, who has over 15 years experience leading customer care teams in the sector. In the near future we are going to launch our ‘Aftercare Charter’ to the industry, a series of high level promises on our service levels that will keep everybody accountable, helping to maintain that high level of service.

Q,      Does growth in new build require additional staff throughout, for instance for estimating?

We have strengthened in all areas of the new build team and in particular our commercial and estimating function who currently have an enviable market leading tender conversion rate. We have also invested in our ‘site management’ teams who site above the fitting teams, enabling us to keep on top of any real time issues that may occur on site.

Q.      Can technology help when it comes to dealing with new build and are housebuilders prepared to use the portal and website material you offer?

I feel this is what really sets us apart and this has been fully embraced by our new build customers. Put simply, there is nobody else offering the technology package we do through our dynamic QR codes and exclusive customer care maintenance, using our CORGI backed extended warranty scheme.

We have also some really exciting additions to our products for 2025 which will enhance our offering even further.

Q.       Do you see the government’s targets for new build being achieved and is that an encouragement to you to further expand this Pearl division?

The new targets set by government, particularly around the affordable housing sector, present a huge opportunity to us as a business. We have seen a definite shift in the market, with some of our customers moving away from traditional sales led developments into affordable housing and partnership models. The key for us now moving forward is to make sure we are smart about the type of developments and type of customers we want to work with.  This will enable us to grow in the right manner and at the right pace.

Jeff Walsh, Pearl Window Systems and Kevin Seddon, former founder of New View Window Systems, Pearl’s New Build Division Consultant.