NEW PRODUCTS CAMPAIGN
FOR 2009

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ANTI-MANIPULATION CYLINDER LEADS MILA HARDWARE’S NEW PRODUCT CAMPAIGN FOR 2009

Windows Active, January 2009

Mila Hardware has launched a new anti-manipulation cylinder and high security door handle to sit within its premium product tier branded Evolution.

These products are the first in an ambitious programme which will see Mila introducing new products and innovations throughout 2009.  All of these will be featured on the company’s new website at www.mila.co.uk and will have full marketing support packages available for fabricators.

The Kitemarked Evolution anti-manipulation cylinder is Mila’s solution to the threat of lock bumping, and meets the stringent requirements set out by both Secured by Design and PAS 024.

Available in a range of sizes and finishes to suit all major door profiles, it is a six pin, euro profile cylinder which has two hardened steel anti-drill pins and four sprung loaded guard pins on either side of the tumblers.  These engage into the plug if lock bumping is attempted and effectively block forced entry.

The cylinder is manufactured in an IS09001 approved facility and has been rigorously tested at Mila’s own independent UKAS accredited Test Centre, including being exposed to 100,000 cycles and 96 hours of salt spray testing.  It has also been approved by the MLA and awarded a Kitemark by BSi.  It is available from stock with next day delivery guaranteed from Mila’s Northamptonshire distribution centre.

Alongside this, the new Evolution high security door handle also meets the requirements of Secured by Design and PAS 024, and even has the SBD logo engraved into the backplate to deter potential intruders and, at the same time, provide peace of mind to consumers.

Designed and developed in house and manufactured from cast stainless steel, it features an integrated cylinder guard and innovative anti-plug and anti-drill disc to protect against the four most common types of attack via handle or cylinder snapping, cylinder drilling or de-plugging.

Richard Gyde, Mila Hardware’s Managing Director, says the launch by Mila of these Evolution products represents a great opportunity for customers to exploit the potential which undoubtedly exists for PAS 024 approved doors in both the social and private housing sectors.

He says:  “Public sector specifiers have been quick to acknowledge the risk of bumping and are specifying PAS 024 approved doors in ever greater numbers as a result.  However, there remains a real lack of awareness in the retail sector of either the threat or the solution, and I believe the hardware sector as a whole should be looking to address that.

 “As suppliers, we can help with sales and marketing programmes to create demand at a national level and indeed Mila is planning its own sustained awareness campaign.  But, much more importantly, fabricators and installers now have the opportunity to take the message to their loyal, local customer base and differentiate their doors with a powerful, new security message.

“As well as supplying free marketing packs downloadable from our new website containing literature, posters and direct mail postcards, Mila is also offering sales training courses for fabricators’ sales teams to support their own campaigns and help them to communicate the benefits of the new products.”

As these initiatives demonstrate, Mila has been quick to take action in response to the declining volumes in the fenestration sector and is continually looking for ways in which it can help its customers to offset the impact as much as possible by helping them to focus on increasing both market share and production efficiency.

This, Richard adds, is what will separate those businesses which thrive in the downturn from those which don’t.  He adds:  “Successful businesses are those like Mila which seek to be masters of their own destiny – if volumes are down, they need to look for ways either to increase sales by identifying new market opportunities or to reduce costs so that margins remain strong.

“Certainly, Mila has a product development programme in place for 2009 which will be focused on introducing products which are quicker and easier to fabricate and which offer customers potential time and cost savings.

“We will also be exploring options such as on-line ordering which have the potential to help both Mila and its customers to be more efficient.”

Richard also believes that there will be increasing awareness amongst both trade and retail customers in the future that ‘best price’ doesn’t necessarily mean ‘cheapest price’.

He adds “Fabricators who offer quality branded products will benefit as retail customers investing in home improvements look to the security of brands they recognise and which they believe will still be around in 20 years time.

“Similarly, these same fabricators will look for suppliers who can offer more than just the cheapest price and will also turn to secure, high quality manufacturers and distributors who can provide the technical, product development and sales and marketing support which they may no longer be able to invest in for themselves.

“This will be good news for companies like Mila who have long focused on providing a quality product with a full package of support services and, although the outlook remains challenging, I am confident we can meet that challenge.”