All the colours of the rainbow

It is fair to say that sign-makers have to deal with one of the most diverse ranges of components, fixings, materials, tools and applications of any industry in the UK—well, building nuclear submarines aside.

The core trends evolving in the supply side of this sector over the last decade is a move from more long-term and heavy-duty components to lighter weight and easier-to-use systems. This trend also saw significant acceleration following 2008, as end-users demanded less-expensive overall project costs.

In today’s market it seems that aluminium, plastics and acrylic-based products seems to be selling well in the main. According to several key suppliers, those manufactured from brass and stainless steel are now only being specified for high-end more prestigious projects, a trend causing a sea-change in the supply sector.

An effective response

Another consequence of the drive for lower costs was a surge in Asian imports. Most UK-based suppliers saw the writing was on the wall and now stock a healthy range of normally well tested and verified products from this region to stay competitive—retaining higher specification or European-manufactured lines for those that can afford it.

“If a product is being imported from the Far East it is crucial that a supplier still meets product specification and delivery dates; a delivery time of three months is not acceptable. It is more important than ever that we give value for money, but this has to complement a quality product and excellent service,” emphasises Debra Jamieson, sales and marketing director at UK Point of Sale (UKPOS).

The other major impact Asia has had is LEDs, a product which has worked its way into everything from A-board components through to hanging systems. This innovative technology has added a valuable revenue stream to many suppliers order books. They are so small, flexible, and low-heat that they are now even being integrated into sign-fixings themselves.

“LED is definitely an important emerging trend in signage, and we’ve introduced freestanding poster holders and window cable systems to our LED range,” says Jamieson, adding: “Trends tend to differ between the various sectors we work in. For example our hospitality range, which includes table top chalk boards and chalk ‘A’ boards, is popular amongst supermarkets and pubs. But these products wouldn’t work for the DIY sector, which tends to favour space saving products such as showcard stands.”

As Jamieson goes on to explain, servicing a sector as diverse as signage means needing to, ‘ effectively respond to the changing needs of customers’. This means that as a consequence, and perhaps more than any other supply sector, product development strategy is king.

Down to brass tacks?

Sean and Stephen Ferrie are the brotherly duo behind i-Spi Trade Supply, taking over the business from their father Chris, a well-respected industry veteran, who sadly passed away in 2010. A major focus for the company is to supply what they term, ‘the real trade price’. A pursuit which has seen the company grow from strength-to-strength in current market conditions. Asked what the biggest trend the company is experiencing, Sean was emphatic: “It is definitely aluminum fixings that are seeing the biggest growth and that is simply because they work out cheaper than any other alternative. This is also a good thing for us in terms of import costs, as it is lightweight. This means we can pass savings onto our customers as well.

“Even our cable systems have moved over to aluminum as the fastest selling. Before that our most popular line was a brass fixing with a chrome polish. It is not just to do with the economy, I think it is because they are just well-made, lightweight fixings with a nice finish and so tick all the boxes. If you look at the gloss finish on these type of products then they are also getting pretty close to a chrome finish as well. I wouldn’t say that just because they are cheaper they are worse quality, technology moves on and so we go with it. If you are a sign-maker you want something that isn’t heavy to carry and around and just works well.”

Buying patterns in the fixings and sign-component market is also largely dictated by fashion. As Sean points out, I-Spi often sees a rush on a particular size or style of fixing for an extended period before it drops off and transfers to a new line. The obvious advantage here is to have a very big range of easy to source, but not necessarily stocked, items. If a supplier says no to a customer, they will no doubt go to the competition.

With this mind, Sean explains the company’s product development strategy: “We are going to be stocking illuminated A4s on a cable system and creating a new locking fixings range. The A4s are a response to competition and demand, and the locking range are for schools and bars, as they can’t afford to keep replacing printed posters with budget cuts and reduced consumer spending. The major area of development is LED integrated sign-components such as our Signalite fixings, which add a wow factor to even simplistic projects.”

A POS view

While I-Spi may be experiencing a surge in demand for standardised aluminum products, UKPOS is seeing a very different trend evolving.

“Although the current economic climate and pricing definitely affect our customers, we are in fact seeing an increased demand from major brands for unique point-of-sale and signage solutions,” says Jamieson, adding: “In a competitive market, brands are pushing for their own individual identify, and therefore want bespoke products. We work with our customers to ensure they are getting the most from their point-of-sale solution, and we are able to provide bespoke products specifically manufactured for that customer.

“At UK POS we manufacture all acrylic and PVC in-house in Greater Manchester to meet demand for bespoke requirements so supporting British manufacturing is very important to us.”

A quality proposition

Trade fixings supplier FK Moore is a fine example of British-manufacturing prowess, with the ability to create just about any type of sign fixing the trade can dream up—seeing several product lines established as a result.

The company’s managing director, Paul Farrant, says that there is still a well-established demand for high-quality brass and nickel-plated brass components, but that in line with trends observed by Jamieson and Ferrie, a fast growing product line for them is nylon sign locators. The company also has an extensive range of aluminum, chrome and brass wall fixings, which Farrant says are maintaining demand. Another growth area for the company has been its coverhead series, in a range of both standard and exotic colours and finishes, the range includes internally threaded, security, flat, and conical, dome and mushroom options.

“Spring for us was a strong selling period, with the a lot of work overflowing from all the big events going on around the UK. We have a strong and loyal customer base, with several being involved with the setup of the Olympic village, so that was a bonus for us with lots of last minute orders,” enthuses Farrant.

He adds: “We have been instituting efficiency gains throughout the business and so later in the year we hope to pass on some good news about pricing. This has taken the form both of streamlining our in-house manufacturing processes, while also sourcing new lines and improving supply chain logistics. I would stake my reputation on the fact that we produce the best products and finishes for the sign-trade, but that does not mean it has to be extortionately priced.”

FK Moore prides itself on being a strong British company, producing most of its products in-house. This is a strategy which could stand them in good stead, as recent studies from several industry trade bodies show that manufacturers are looking back to Britain, as foreign-sourced products become more unreliable in a turbulent global economy.

Farrant continues: “It will go full circle and eventually those companies that only rely on importing in bulk, stock a standard couple of line and knock it all out cheap, will find demand moving elsewhere. This approach is fine and there is a place for it, but my experience is that it is not a sustainable long-term solution. If you buy locally then you have far greater control over quality and can actually go and visit where a product is made, this helps no end when selling to your own customers from a sign-makers perspective.”

Farrant also believes their ability to cater for the bespoke demand that UKPOS is experiencing is standing them in good stead: “The fairly bespoke nature of what we can offer allows us to retain and capture new customers. Not only do we offer the widest range of fixing options and components, but we also take on special projects on a regular basis.

“This means that in several instances we supply exclusive lines to certain customers and no-one else. We really do care about our customers and want them to do well and succeed, because this means ultimately we do too.”

When thinking about where to go and what to buy when it comes to the nuts and bolts of the industry, it seems it pays to realise that low-cost does not mean poor quality. The other key factor is that innovation in the sector is continuing at pace. So, perhaps branching out from your normally specified products and finding out what your supplier can do for you that is both innovative and will impress customers is worth the time and effort.