Flex-R is one of the UK’s largest suppliers of EPDM materials and cold-applied roofing systems. This year the company celebrates reaching a significant milestone in their history, 20 years supplying to the roofing industry. We speak to Trading Director Duncan Winter, who has been involved with the company since it first started, to find out how the Flex-R has changed over the years.
Q. How did it all start?
To put it simply, it all began with EPDM. The company was set up 20 years ago with the plan to launch a rubber roofing system into the UK market. Although an established product in America, back in 2000 EPDM products were relatively unknown here.
Launching an unknown system into the market could only work by
supplying a trusted and reliable world leading product. Flex-R worked
with Carlisle SynTec, the pioneers of rubber roofing, to exclusively
distribute RubberBond Fleeceback. In fact we believe in the product so
much we still supply it today.
Q. Getting customers to adopt a new product is never easy, how have you managed it?
It’s taken a lot of hard work!
To start with clients and contractors weren’t comfortable about moving away from their usual systems. However, Flex-R knew EPDM roofs could provide a wide range of performance benefits. The single ply membrane can withstand extreme weather conditions, while remaining UV-stable and are largely unaffected by ozone and heat.
Whenever we launch a new product we make it a habit to know the product inside and out. For the last 20 years we have put a lot of time into demonstrating the quality and reliability of our EPDM system.
We also recognised that successful roofing projects don’t happen by chance and from the start we set up our Specialist Registered Installer (SRI) scheme. Through the scheme contractors are trained and fully supported in how to use our systems to ensure they deliver a project installed to the highest level.
We must be doing something right because in the last five years sales of EPDM have almost doubled which is impressive growth for a product that nobody had heard of back in 2000.
Q. So do you only supply EPDM products?
Not at all. Flex-R has always believed in working closely with specifiers, listening to the issues they face when designing or working on a roof. However, we only launch a product when we’re confident that the product is right for the market. We work closely with manufacturers to ensure that we are always supplying the best solution for projects.
Three years ago, we launched LQD-R2, a cold applied liquid waterproofing system. A fast curing, single component wet-on-wet system with no VOCs or unpleasant odours.
Then last year we launched another innovative roofing product to the UK market, GE Silicones. Silicone coatings provide a seamless membrane that is breathable and permanently flexible. GE Silicones rarely require a primer and in most cases the contractor can apply the system directly to the substrate.
Q. So is it only about the products?
Definitely not. At Flex-R supplying flat roof products is just one element of our service. We want to provide our clients with a positive experience all the way from design and specification to purchase, delivery and installation. We take our specifiers, contractors and customers through a seven stage process and our team, who are extremely knowledgeable in the products we supply, work with them at every stage to match the correct system to the requirements of the roof.
We also go the extra mile with our contractors. Not only do we train them in the products they use but we also provide support at every stage. Our technical team are always on hand to answer any questions that may come up during the installation. They will also visit installers on the roof to consolidate their product detailing knowledge and techniques and ensure all projects meet our warranty standards and specifications.
Q. What has been the success of Flex-R?
We invest in our customers by making a promise to them and then
delivering. However, we can only achieve this with the great team who
work for us. Our people are dedicated to the job and know that the key
to successful projects is to provide the best service. They take pride
in the work they do.
Q. What next for Flex-R?
We are constantly looking at ways to provide knowledge and expertise on roofing projects. Flex-R has a lot of experience working with schools on their roof refurbishment projects and applying for CIF funding. Which is why we wanted to create a second RIBA approved CPD on roof refurbishment best practice, explaining the steps a specifier must consider when working on projects.
Finding the safest and cleanest products available is also a constant consideration for our industry. For example, we have always chosen materials which have low VOC and we are currently looking to launch why we are now looking to launch a self-adhered membrane.
