A variety of choice for every customer

Door studio unlocks bold investment strategy from Haldane Fisher

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As part of an ongoing investment strategy, over the last 18 months, Haldane Fisher has identified dedicated areas of their branches and implemented their Door Studio concept across the majority of branches in Northern Ireland.

The first branch to embrace the change was Castle Street in Portadown. Andrew Cully, Area Director for the Portadown and Enniskillen branches, said “One area that we knew we were lacking in was our door display. This small area only had just over 20 doors with outdated lighting and a poor ambiance. We were also restricted in adding new doors to this display. That has now changed, with a stylish and practical Door Studio now proving popular with customers.”

The Castle Street branch is a prime example of the XL Door Studio format, with over 50 doors on display. Covering a wide range of styles, finishes, colours and prices, there is an array of choice for every type of customer.

As part of the studio, there is an extensive range of door furniture as well as various trimmings and mouldings to complement the doors with suitable architrave and skirting. Supported by superb lighting to showcase the doors, the new Door Studio has been designed to be flexible and allow Haldane Fisher to be proactive and create aspirational displays for every customer. The improvements haven’t only focused on the product on display. Staff continue to receive ongoing training to enhance their already extensive knowledge and ensure they remain up-to-date with the latest trends and styles.

The Door Studio is proving to be a great resource for the company’s trade customers, with builders and developers able to select doors, door furniture, and trimmings and mouldings to suit their projects. It is also a great place for them to send their customers to select the doors they want.

The Door Studio concept has now been rolled out across the Haldane Fisher branch network in Northern Ireland, with XL Door Studios located in Newry, Bangor, Portadown (Castle Street) and Lisburn branches. There are also fantastic ranges on display in the Door Studios in the Belfast Branches (Ladas Drive and Balmoral) plus Larne and Enniskillen – with just Coleraine and Ballymena to be completed.

“With the increasing options for internal doors, the introduction of our Doors Studios allows us to showcase as many options for customers to choose from,” said Mark Freeman, Director Building Materials. “We have a complete range and will have an offer to suit all budgets. An extensive range of ironmongery products ensures that you can have the finishing details just as you want.”

Each Studio covers a comprehensive range of styles, finishes, colours and prices to suit customer’s needs and taste. The Door Studios stock a wide selection of both internal and external doors in a variety of materials and finishes made with traditional and modern design features. The company is continually striving to enhance its product range of doors and ironmongery.

“We have worked hard to create an environment which offers quality doors suitable for your needs regardless of whether you are a trade customer buying directly or want to send your clients in to choose their own doors,” said Mark.

Haldane Fisher has also produced a dedicated Door Studio brochure and a social media campaign will continue throughout 2019. The introduction of the Door Studios is already proving to be a sound business decision with an increase in footfall and sales already recorded at all showrooms.

Haldane Fisher is also the sole distributor of Hörmann in Northern Ireland – with internal door sets on display in the XL Door Studios and Hormann garage and entrance doors on display at most branches. Haldane Fisher is also one of the few Builders Merchants to provide a Door Reprocessing Service producing fire doors for the commercial sector.


Haldane Fisher, Shepherd’s Way, Carnbane, Newry, Co Down, BT35 6QQ.
T: 028 3026 3201
W: www.haldane-fisher.com