Inspiration for business names can come from almost anywhere. Some names are playful, others are more functional. Often times, long established company names are re-branded and given more upbeat names. But all effective business names project a strong image that sticks in the mind.
It usually all starts by asking oneself what kind of image one wants to project. Reliability? Personality? Functionality and efficiency? Creativity? You may just want your name to help you stand out from the competition. So, today we meet a company with the interestingly – adorably? – curious name of ADORE MORE.
What is it that makes them different? The company specialises in the supply of doors, apertures, blinds, pergolas, office partitioning and insect screens, and more. Since doors were their initial product they were playing around with names to say exactly what they did, on the lines of A Door and More or Doors and More. One day they stumbled on a creative way of saying and spelling it…and that said it all in a most memorable way – hence the brand name Adore more! This twist to the name has been mostly prompted by the firm’s focused determination to please their customers to the point that they cannot help but fall in love with the execution of their work.
Design & Build met up with Kenneth Fenech, Adore more’s Managing Director, who has been in the interiors, fixtures, fittings and furniture industries for some decades now; together with Mario Camilleri, the company’s Marketing Manager, who not only welcomed us and showed us their portfolio, but who also took us into the depths of how they operate, and what makes every executed job by Adore more so adorable.
Kenneth Fenech immediately gave credit to his wife, Lilian Scicluna. “Lilian’s insights, exemplary business ethics, and acumen for growth have helped shape Adore more’s vision and growth strategy, and she has supported me and the company with her ideas and wisdom since ‘Day 1’ ” Lilian is an essential member of the Adore more team and forms part of the company’s Administration department.
The company has over 12 years of experience under its belt, and has now established itself as a key, quality supplier offering various key specialisations in the fields of Apertures, Blinds, Outdoor Shading Systems, Gates, Fencing & Railings, Fire Resistant & Security Doors, Office Partitioning Systems, Internal & External Doors as well as Thermal Insulation panels; providing a tailor-made approach with flexible solutions that are cost-effective for any project whether domestic, commercial or industrial.
Kenneth Fenech explained that their vision is to be the local market leader in the home apertures and shading sector. “Our Mission,” he said, “is to be committed to supplying the highest level of service and the best selection of quality brands and products in our key areas of specialisation.
We will endeavour to continuously innovate and set the standard of excellence in the aperture industry in Malta and Gozo while operating in a safe working environment, and always delivering great customer support, and beautiful, high-quality solutions which offer excellent value.”
The relationship between Adore more and architects and interior designers is closely-knit; the depth of their knowledge and experience – gained through their market-leading partners overseas as well as their direct extensive experience – is of great value to the professionals within our construction, property and interiors sectors.
Whilst Adore more’s focus over the past fourteen years has been on the domestic sector, they have also contributed to a swathe of commercial developments, and to properties being finished to be placed on the market by property agents and developers.
in order to survive and expand, one has to invest in order to be more efficient, flexible and ultimately more competitive
Much of their work comes from recommendations by their clients to their families and friends, whilst their commercial endeavours are mostly repeat business. These also include projects wherein architects and designers seek solutions to specific needs or are looking for particular solutions. We have been working closely and repetitively with the same companies on specific projects and this encourages us to forge ahead in this area too – and to take on more projects of this calibre,” he commented.
other products on the local market are of a far lower U-value, thereby insulating far less efficiently than our finished products do
Thermal or PVC?
Mario Camilleri explained that Adore more is connected to some of the topmost brands in the field, such as Schüco for thermal aluminium (“the best for apertures” he added) and Kömmerling, the oldest established brand in the PVC sector. “Both are world leaders in their fields,” he pointed out.
Kömmerling offers various types of profiles as well as flexibility in the profile system and its installation, while also being exceptionally advanced where it comes to insulation. Here, he explained, one needs to understand that the lower the U-value of the aperture – glass and profile – the better the service it gives.
Kenneth explained “We generally operate at a level of about 0.9U which is very good especially when one notes how far lower this standard is than the recommended EU standard of 1.1. Unfortunately for Malta, other products on the local market tend to carry a far higher U-value, thereby insulating far less efficiently than our finished products do.”
At this point Kenneth Fenech explained that the U-value varies according to the size of the aperture. It cannot actually be measured on the spot when an aperture is installed but their overseas suppliers would give them the required technical info for each item ordered. “It is actually a rather complicated equation,” he added, “but our supplier will attach to each and every window a certification and information about the type of U-value that particular window actually has.
Kömmerling (“the premium brand with a global reputation”) was founded in Germany in 1897, and is rightfully seen to be the leading brand among window systems and apertures for the most diverse applications.
“Performance-wise the two materials – thermal sealed aluminium and pvc – are both the same” he said. Yet there is a difference though you cannot really notice it as you cannot feel it, he explained. “For example: when we’re talking of sound insulation performance, PVC actually works better. When we’re looking for aesthetics, then the aluminium version gives a much better and finer look while also offering a much larger range of finishes.
It is a sleeker product therefore it is more modern. On the other hand, PVC is bulkier, more rustic in its design and feel, has a limited number of finishes but gives as high a level of performance as does thermally-sealed aluminium.
Life expectancy is obviously different for both these products and aluminium can last over 40 years while PVC has an average life of around 25 years. People have sometimes commented on the fact that aluminium seems to have a predisposition to corrosion. “This is not the case,” he said.
“The problem arises at the time of cutting and assembling stages when a specific sealant compound ought to be used but would not. This sealant stops water from getting into getting into the product, and corrosion is therefore disallowed to taint the product. Our aluminium is cut by a special robotic blade and under very controlled ambient conditions, and that helps clear out the problem too,” he said.
photo: a Schüco sliding door installation installed by Adore more at a prestigious duplex penthouse in Sliema
QUALITY AND PRICING
The brains behind Adore more explain how they have worked out a way of attaining the best possible quality for their products while also controlling the pricing to be competitive. Part of their means of so doing is that they process all their orders through their Greek factory partnership, with whom they have an exclusive contract.
In clarifying how this way of working ensures the highest quality at highly effective pricing, Kenneth explained “Our supplier for aluminium profiles is, as you said, based in Greece. They are one of the largest manufacturers and suppliers in this field, supplying a lot of the aluminium needs of the world.
Their production facility alone is a 60,000 m2 setup; a huge company which produces a vast number of different products ranging from apertures, doors and much more.” Interestingly, Mario interjected, this kind of set up for sourcing their products actually helps to control the pricing of the product while maintaining the top quality since their manufacturer is producing at the rate of 100,000+ units a time rather than working on a smaller market’s exigencies.
At the same time they are also fully mechanised, and products are robotically manufactured to consistently high standards which meet and surpass EU standards. “This is how we can remain highly competitive and offer the local market a consistently high-end product,” he added.
Our aluminium is cut by a special robotic blade and under very controlled ambient conditions
Kenneth explained that whilst using Schüco and Kömmerling profiles is obviously taking a large stride towards a quality installation, “people may be misled by having a Schüco logo on their profiles but what they may not know is that the hidden elements of their apertures, such as the hinges, as well as the locks, handles glass and all fittings may still be of generic brands! Here at Adore more, all components are processed from the same source of products. It is only those products which are not handled by Schüco which are not purchased from Schüco,” he stressed. In this case, an apt example is the glass elements, which are made by Pilkington; glass manufacturers since 1826, and inventors of the revolutionary Float Glass Process adopted by the world.
His counsel, therefore in this regard is to ensure that if you are buying a quality branded product, that the entire execution of the job is employing quality components of the same source and “not merely the base materials.”
As a marketing man, Mario obviously knows the value of having all their products branded, as well as using top quality branded materials too such as the mentioned Kömmerling and Schüco (which clients often ask for by name). Yet the advantage here is that the Schüco product is now being worked within a highly sophisticated set up that really brings out the very best from this product, presented with Schüco components, and designed and installed by a meticulous, competent workforce which is dedicated to quality.
The steel within Adore more’s profile products is therefore fully galvanised steel. Additionally, during production, the inner steel is treated separately before being inserted into the profile, so so as to be as close to the complete elimination of the possibility of having rusting occur as possible. This is our guarantee to our clients regarding the quality of our products,” Kenneth proudly said.
photo: a section of Insulated Solid wood and UPvc apertures together with Wrought iron works on display within the Adore more showroom in Mosta
“Ours is the authentic product” he said. He added that the same applies to the glass used in the apertures – which is manufactured by Pilkington specifically for their client’s requirements – and comes ready finished and assembled from overseas. One must also add that the glass sheeting used in their apertures is specially treated for UV protection, so that the acclimatisation of the client’s interior is always safeguarded as much as possible.
CORRECT INSTALLATION
Kenneth here added that they also notice that often apertures installed on the local market are not installed in the right way. “There should be a gap between the aperture and the wall of about 2 to 3mm into which the expanding foam is injected, thus ensuring that the aperture will function well in all climatic conditions. With larger windows this may be as much as 5mm. Nonetheless, without this expansion foam the silicone will crack much quicker than normal, allowing the outside air to enter, thereby losing the insulation that you planned to have in the first place.”
Mr Fenech feels that the local market still needs to learn more about these things, adding ruefully that this matter is further compounded by customers insisting on having the window right against the wall. He explained that “very often an expert can easily tell one aperture from another just by looking at it and noting unprofessional finishing.”
Ours is the authentic product
One has to keep in mind that when we talk of the apertures Adore more supplies, these are not just windows but also doors, wooden, metal, fire retardant and so on. “So, when talking of fire doors – and we also have steel fire doors! – one must underline that the importance here is now not solely on insulation but more so on its inherent fire resistance,” he said.
Motorised; intelligent systems; fabric, wooden, aluminium or steel-based shading solutions; are all part of the vast portfolio of shading solutions Adore more proudly offer.
Here they would obviously follow closely on the fire engineer’s requirements for the building and the site in question. “Again, here we would also need to use a special fire-retardant silicone,” he said. Mr Fenech added that once the installation is finalised it needs to be duly certified.
OTHER BRANDS
Adore More has various leading brands on offer. In as much as internal doors go, they mainly import the San Rafael range from Spain, which meets international standardisation levels and sizes. Kenneth added that “we do not have similar standards in Malta and often end up with different door sizes in the same house!
The depth of our relation with our partners however allows us to be able to process entirely customised, made-to measure orders.” he added).
Adore More offers security hinges, security locks, built-in steel-plates & alarm systems, and a variety of other options for all its doors.
When it comes to shading, Adore more offers various internal and external shading solutions. Internally, these include different options for internal blinds (roller, venetian, vertical, etc.) and all are also made to measure overseas as well. Backing these is a very big selection of fabrics for the clients to choose from. Motorised and Intelligent systems are also available.
Moving outside, shading solutions on offer include external venetian blinds (also available to very big sizes), which are similar to the internal version but made out of light aluminium instead. There are also external roller blinds (which can be used for big openings and skylights too, or on any other forms of roofing glass used in the building which needs some special shadings for it).
Our target for 2020 is to exceed customer expectations on all fronts
Apart from this, Adore More is now also offering a range of pergolas where the company offers different types, from fabric to glass, since this is basically a conservatory with an open or closed roof as well as, automated or not. The perimeter outside the pergola can also be closed with glass. There are sliding and folding systems as well which are obviously ideal for commercial purposes.
BUSINESS MODEL BEYOND 2020
“Our target for 2020” said Kenneth, “is to exceed customer expectations on all fronts.” The way he sees the company moving forward is “definitely by delighting the client yet more, to keep focusing on our market, to constantly increase our operational efficiency and installation time frames, and to stay up to date with the market’s developments…
to never stop growing because we are always open to new and valid ideas,” he added. Indeed, an example of how justified this approach has been to Adore more’s progression is their having added office partitioning to their product portfolio; offering the same qualitative, operational and cost advantages to their customers on this provision too. And another apt testimony to this commitment is ‘Finesse’, in Valley Road, Birkirkara; our latest venture which presents our homes, offices and hotels with amazing and beautifully crafted soft furnishings and unique furniture pieces, giftware and jewellery (our grand chandeliers are a true sight to see), mosaic and stone collectables, as well as beauty products such as scents and diffusers, candles, perfumes, creams and much, much more!
Adore more supplies residential and commercial customers with a wide assortment of Insect Screens, Roller Blinds, Roman Blinds, Zebra Blinds, Vertical Blinds, Bamboo Blinds, Venetian Blinds, Allusion Vertical Blinds, and External Blinds.
photo: some of the Blinds on display
To do this, Adore More today has a complement of 22 people between directors, managers, sales persons, store keepers and other employees. Among these are their own eight installers; factory trained overseas. This ensures that they are fully cognisant with the qualities of the products they are handling and working with.
The business model around which Adore More has so far been built – as is by now very obviously clear – to avoid the limitations manufacturers for contained markets such as Malta suffer – whilst creating tailor-made solutions for their clients…. and bringing every single project to life with the required high standards of large scale manufacture.
This marriage of expertise between Kenneth Fenech and his team at Adore more and his overseas partners provide their customers with efficient time frames of 6 to 8 weeks. This successful partnership is furthermore strengthened by the overseas partners’ will to advise on the design and actual installation of all local projects; particularly major ones; if and when needed. This set up makes for a very efficient structure indeed.
Comment