Steve Ball, Technical Services Manager for Allur, explains the rationale behind the launch of the newest composite decking brand to hit the UK market.
Can you tell us why you’ve brought Allur composite decking to what is already a highly competitive UK market?
The outdoor living trend has dominated over the past two years, with consumers choosing to invest more in their outdoor spaces to make the most of relaxing and entertaining at home. This has spurred significant growth in the composite decking market as consumers seek products that offer long-lasting looks with low maintenance and green credentials. Composite now accounts for 25 per cent of the decking market compared with 17 per cent in 2019 and continues to take market share from its timber counterpart.
Recognising this opportunity, our new Allur range targets the market’s sweet spot for consumers, retailers and landscaping professionals who want premium design and quality, at an attractive price point. We can also assure an eco-friendly purchase thanks to its high recycled plastic and wood fibre content.
What’s included in the Allur range?
Basically, a complete decking solution comprising 3,600mm x 148mm hollow doubled-sided boards in seven fashionable colours, alongside fascia boards, corner edging strips, plastic T clips, starter clips and screws, as well as composite joists of 3,000mm x 50mm.
What are the key benefits of Allur for professionals working on landscaping projects?
Not all composite manufacturers offer a complete decking solution. With high demand for the upcoming gardening season, tradespeople will want to avoid the time-consuming task of shopping around for components to complete a project and our offering ensures a no-hassle purchase, and no-hassle fit from a single supplier.
The range also offers the peace of mind of an industry leading 25-year warranty when installed as a complete solution, along with a host of industry accreditations and certifications including BS EN 15534-1:2014 and slip and fire resistance.
Another major benefit is the ease and speed of installation using standard woodworking tools. Allur boards are also lighter to handle and carry than timber alternatives and, at 12ft long, can be easily transported to jobs on top of the van.
What makes Allur an attractive proposition for installers?
With timber decking and some composite systems, installers need to pre-drill the boards and counter sink the screws to secure them into place. Allur uses a T-clip system which simply screws into place in between the decking boards and secures the board via the built-in side groove, saving a lot of extra work and precious time. The T-clips also allow for the natural expansion which occurs with composite decking due to its recycled plastic content.
For an average 2m by 3m decking area, our system reduces installation time by up to 15 per cent compared to timber systems or composite systems without T-clips.
We’ve developed an extremely comprehensive installation manual, backed by online technical support from a team of experts to support fitters.
What other benefits does it offer?
We recognise that builders and joiners want to use high-quality, stylish products that showcase their workmanship, and this is guaranteed with Allur. All visible components are fully colour-matched to each of the seven board colours, ensuring a high-end look in the attention to detail.
The range has been developed to reflect the latest design trends, and we are first to market with a fashionable Sage deck board. We also offer Charcoal, Gunmetal and Silver Grey to reflect the ongoing popularity of grey, as well as Graphite, Caramel and Chocolate. The boards have a double-sided finish comprising a contemporary grooved side and a more traditional woodgrain side, giving the scope for installers to mix and match designs for a bespoke decking area.
Are eco-friendly products important to consumers?
In a word, yes. The ‘Attenborough Effect’ has made people more conscious of their impact on the environment and consumers are now more interested in buying products that are kinder to the planet. Allur has excellent green credentials with each 3.6m board containing 75 recycled plastic bottles, the equivalent of 3kg of recycled plastic, as well as 6kg of recycled wood fibre. At the end of its 25-year lifespan, the board is also fully recyclable.
