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A&B growth with Gerda
Suffolk-based A&B Glass says it has made the Gerda steel and aluminium range of entrance doors a focal point of its newly opened retail showroom in Felixstowe.
According to A&B The new premises have already generated an unexpectedly high number of sales enquiries – both for Gerda doors, and the company’s wider range of PVC-U and aluminium windows, doors and home improvement products. Its early success underlines the continuing importance of giving retail customers a tangible, personal experience when investing in premium products for their home.
A&B Glass director Steve Stone says: “Technology is transforming the way we work, but it hasn’t changed what our customers value most – personal service. That understanding is instilled across our workforce and shapes the way we deal with every customer.
“The showroom gives people the opportunity to visit us, see and feel the products, ask questions face-to-face and receive straightforward advice from an open and friendly team.
“The Gerda door is particularly well suited to this environment. We’ve long recognised the importance of the ‘Thunk’ – that reassuring sound and solid feeling when a well-engineered door closes. Gerda delivers it exceptionally well. When customers operate the door for themselves, they immediately understand that this is something different.
“The Gerda range has enabled us to introduce a much more contemporary proposition to sit alongside our aluminium window system. It won’t necessarily be the right door for every homeowner, but it has certainly opened more doors for our sales team and sparked a great deal of interest.
“It is an exceptionally well-engineered product in terms of its design, construction and security. Most importantly, when you close it, it gives you that instinctive feeling that you and your home are safe. You can describe that in a brochure or show it in a video but experiencing it in person is far more powerful.”
Stone says that the decision to establish the showroom in Felixstowe was driven by a combination of commercial opportunity and the company’s long standing connection with the area.
“Felixstowe just felt right,” he says. “It is a vibrant seaside town with a great deal of history, and our family has long-term connections here. The site is only minutes from both the seafront and the high street, so it is ideally placed to serve the local community.”
The showroom displays products from across the A&B Glass portfolio, allowing homeowners to compare styles, materials, colours and operating features. According to Stone Gerda provides a striking focal point and has already helped the company secure its first installations from the new location.
Danny Williams, managing director of Gerda distributor Pioneer Trading Company says: “From the start we have advocated for installation companies to invest in showrooms – and A&B’s experience after a few short weeks, is indicative of the need for that hands-on, personal approach to selling windows and doors. A premium entrance door needs to be experienced. The engineering, weight, finish, security and, of course, the unmistakable ‘Thunk’ all become much more meaningful when a homeowner can see and operate the door for themselves.
“A&B Glass has created a fantastic showroom that combines excellent products with knowledgeable, personal service. The early response proves that, even in an increasingly digital marketplace, a high-quality showroom can still be an extremely powerful sales tool.”
www.abglasshomeimprovements.co.uk.
Article written by John Roper
30th July 2026