Intelligence
INTELLIGENCE: British installers pivot to premium doors as smart demand surges
UK-based window and doors Installers are set to lead with premium entrance doors in 2026 as a shift in homeowner priorities drives a new approach to home improvement sales, according to manufacturer SILKA. The company says high-specification, technology-led entrance doors are becoming the key starting point in upgrade discussions, as consumers place greater emphasis on security, smart-home integration and design impact. SILKA’s forecast signals a departure from traditional sales strategies, where windows and general features often took precedence.
Throughout 2025, installers increasingly used SILKA’s Kärben collection to initiate conversations around whole-home upgrades. The premium aluminium system, which includes smart features such as fingerprint access, smartphone unlocking and integrated LED lighting, is being positioned as a flagship product to demonstrate value early in the buying process.
“As installers map out their plans and strategies for 2026, we’re seeing premium doors move to the centrepiece of the sales process,” said Asa McGillian, Managing Director at SILKA.
The company believes the approach is yielding stronger early engagement with customers. Installers report that introducing advanced features upfront, rather than as optional extras later in the project, boosts homeowner confidence and helps shape the brief from the outset.
The shift reflects broader market trends. According to the Residential Doors Market Report UK 2025–2029, while around 10.6 million residential doors were sold in 2024, overall market value has held steady due to increased demand for higher-end products. The report links this to growing consumer interest in smart technology, energy performance and design personalisation.
SILKA says this is translating into noticeable changes at showroom level, where premium entrance doors are increasingly seen as the anchor for wider renovation plans. Installers are adapting by placing more emphasis on feature-rich, aesthetically-led designs that can act as a focal point for discussions about whole-home enhancements.
The Kärben system exemplifies this trend, combining a carbon fibre-reinforced Thermafill core with bonded Italian porcelain ceramic panels and a suite of smart-enabled features. SILKA describes it as a “next-generation” entrance door designed to meet evolving expectations around performance, durability and visual appeal.
With customer expectations continuing to rise, SILKA anticipates the trend will accelerate in 2026. The company argues that the appeal of “hero products” that instantly convey quality and innovation is driving a new phase of the home improvement journey.
“Homeowners are making bigger decisions earlier, and products like Kärben set the tone for the entire project – premium materials, smart functionality and a finish that lasts,” said Mr McGillian.
As competition in the sector grows, SILKA expects installers to prioritise products that offer immediate impact, signalling a broader transformation in how home upgrades are marketed and sold in the UK and Ireland.
Why This Matters: The UK home improvement market is undergoing a noticeable split, with the lower end dominated by price-led deals and the top tier driven by features and performance. Yet across the board, homeowners are showing growing interest in high-specification products. Those with tighter budgets are increasingly opting for a single, standout upgrade rather than a full renovation. In many cases, the entrance door is taking precedence over windows and other openings. The reason, say installers, is simple: it is the most visible and frequently used fenestration product by both homeowners and visitors alike.
