Gone are the days when fencing was merely a functional item to mark or protect a property. Today’s 21st century fences come in all shapes, sizes and designs – and manufacturers are constantly looking at new options to energise the market.

And yet, while suppliers continue to innovate in terms of products, the market itself has been hit by the general slowdown in retail sales. There’s a feeling among manufacturers that 2005 has not proved to be a bounty year for fencing sales.

Mike Pitcher, marketing director at Direct Timber, said the company has had to look for new suppliers to ensure it was receiving the high quality of product it demanded. The company’s revamped range was unveiled at this year’s Glee and, said Mr Pitcher, was well received.

The company is also seeing an increase in business in decorative screens rather than traditional fencing. “We’ve had to look at improving our current range, adding six or seven different lines in that area,” said Mr Pitcher.

Strongest performer

Vicky Barker, head of design and marketing at Forest Garden, agrees that it’s been a difficult year for the company overall, although fencing has actually been one of the company’s strongest performers.

“We work in a very mature, retail-driven environment that has an element of seasonality to it,” she said. “But, for us, it’s making sure we have a good strong core range of products and a continually developing periphery product range, bringing in new products every year.” This might mean upgrading the traditional lap and lattice ranges to pressure treated products, or adding new products to its decorative pressure treated ranges. “We have to drive our ranges forward to make sure that we don’t stagnate, and keep changing and refreshing the product mix,” she said, adding that there’s been a move towards pressure treated products in the main fencing market. Whereas previously it was solely the domain of the upper end of the price bracket, pressure treated products can now be seen in the core, mid-price sector.

The market is also opening up to new entrants. This year, Finnforest chose the Glee show to launch its new Garden Inspirations range – its first range of garden fencing, structures and accessories. With three ‘collections’, the company is hoping to capitalise on what has been another record year for decking sales and cabins, highlighting the requirement and need for additional home living and work space.

The company says it is looking to develop existing collections and introduce ranges annually. “This requires investment and we are committed to delivering a product and service in line with customer demand,” said marketing manager Marcus Sanders. The company has looked at improving communication at point-of-sale and in-store for lifestyle products, as well as working on displays with key merchants and garden centres, looking to add value and differentiate its product range.

Finnforest is not the only new player. AJ Charlton & Sons Ltd entered the softwood fencing market last year and recently installed a new sawmill that will potentially double production capacity for its latest products.

Sales and marketing director Michael Charlton said the move was in response to demand from the company’s gate stockists who expressed interest in softwood as well as the company’s traditional hardwood fencing.

“Five years or so ago the softwood fencing market was flooded with imports, but we have seen this lessen over time thanks to increased oil prices and exporters selling closer to home,” explained Mr Charlton.

“Realising the potential, we diversified to become a softwood fencing supplier. Since then, customers have responded very positively, with our product quality, packaging and customer service all attracting favourable comment and helping to drive new business.”

The design factor

Design is a key factor in the fencing market. A quick browse through the mass of product literature shows that, while there is still a market for traditional fencing, it’s the modern designs that are turning consumers’ heads. Forest Garden, for example, has an Art Nouveau-inspired panel. Even the company’s range of picket fencing is described as “American with a twist”.

“People are much more design savvy now, so their expectations for outside are changing,” said Vicky Barker. “There is also an emerging requirement for more simplistic design – clean and simple lines – something that creates quite a dramatic effect in terms of the garden, and that translates through to fencing as well.”

Rowlinson Garden Products, which moved its manufacturing operation to a dedicated 12-acre site in Cheshire in May, is also placing heavy emphasis on design, with a 20-strong range running from ordinary brown dipped panels, to “contemporary pressure treated natural green panels”, continental screens, trellis and lattice, with a range of accessories.

The fencing market is also exploring the use of new materials to supplement or substitute wood. Certain segments of the market are looking at plastic or composite material as a timber alternative. Finnforest, for example, is looking to launch a new composite deck material in early 2006. Whether composite material will find a home in the fencing market is still a matter for debate.

“Unlike Finnforest’s new composite material, the majority of plastic or composite alternatives do not meet the quality or environmental credentials that timber is known for,” said Marcus Sanders. Forest Garden is another company that has started to incorporate different materials into its product ranges, although again it’s yet to translate to fencing. “While we have no firm plans at the moment in terms of composite wood fencing, we will keep an eye on it,” said Vicky Barker.

Direct Timber has also been looking into the uses of composite materials for its garden products, principally decking. “If there’s an opportunity where we can distribute for somebody then we would be prepared to do it,” said Mike Pitcher. “You’ve got to keep looking ahead.”

Manufacturers are also helping retailers, particularly smaller independents, maximise their fencing sales. “We have always made sure that we have a comprehensive package to support whoever stocks our products,” said Vicky Barker. “However, there are some differences in terms of who we see doing it better than others.” She said larger DIY chains don’t carry the same sorts of ranges and also struggle to offer any kind of service or advice, focusing on mass volume. On the other hand, garden centres are very good at making sure they offer a large range of options for the consumer.

“Somebody will come away from a garden centre with a lot of ideas,” she said. “What they sometimes struggle with is actually providing a service to advise people who might need help with a specific project.”

This is where smaller retailers and merchants win out, as Marcus Sanders explained: “There’s a huge opportunity for smaller outlets to provide innovative displays promoting a range of products supported by a good level of service. Many also provide installation services – a real advantage when competing against larger retailers. We have found those merchants investing in product displays have significantly benefited in incremental sales.”