Deckorators came to us as a globally recognised brand with no UK presence and materials built for an international audience. Within 12 months, they had a localised brand, a UK-optimised website, award-winning campaigns, and distribution partnerships across the UK and Europe. This is what hitting the UK properly looks like.
Deckorators is one of North America's leading composite decking brands, a business with genuine product innovation, strong manufacturing credentials, and an established international reputation. But reputation built elsewhere doesn't automatically travel. When Deckorators set their sights on the UK and European markets, they faced a challenge familiar to many global brands: everything they had was built for a different audience.
Their marketing materials, brochures, sample boxes, website copy, exhibition assets, and product imagery were designed for the North American market and carried the tone, visual language, and cultural references that come with it. British buyers, whether trade professionals, contractors, or homeowners, didn't see themselves in the brand. The imagery felt foreign. The messaging felt generic. And without a clear UK distribution strategy or localised trade support materials, the route to market was unclear. Deckorators needed more than a translation. They needed a transformation.
We started with a comprehensive European market strategy that mapped the competitive landscape, identified the most viable routes to market for both trade and consumer audiences, and defined the positioning that would give Deckorators the clearest path to winning market share.
This wasn't a generic market entry template. The strategy focused on Deckorators' strengths, the UK and Europe's buying culture, and the gap the brand could fill.
With the strategy in place, we rebuilt the brand's creative from the ground up for a British and European audience. That meant replacing North American lifestyle imagery with photography shot in British gardens, real homes, real outdoor spaces, and real people who looked like UK buyers.
We rewrote all copy to reflect the tone, terminology, and priorities of UK trade professionals and homeowners. Sample boxes, brochures, point-of-sale materials, and exhibition assets were all redesigned to feel native to the market rather than imported into it.
We developed and executed a full go-to-market plan targeting the UK's key trade channels: merchant networks, independent installers, and specification professionals. This included a targeted trade campaign to drive awareness and trial among buyers and specifiers, supported by PR activity to secure coverage in the key UK trade and consumer press.
Within six months, Deckorators had secured new merchant distribution partnerships across the UK and Europe.
We managed the full production and fulfilment of Deckorators' UK route-to-market materials from design and print management through to packaging, kitting, and distribution to merchant and retail partners across the UK and Europe.
Every touchpoint a trade buyer or consumer encountered was consistent, on-brand, and built for the market it was serving.
Understanding that a successful market entry depends as much on operational readiness as it does on marketing, we worked closely with Deckorators to map their UK supply chain and ensure their fulfilment infrastructure could support the demand their campaigns were generating.
From sample distribution logistics to point-of-sale replenishment, we made sure the marketing and the operations moved together.
Within 12 months of launching in the UK and Europeran market with Make Me Roar, Deckorators had:
Whether you're a UK business that needs a marketing partner to drive growth, or an overseas brand ready to take on the UK market, let's talk. We'll tell you exactly what we'd do, and why.
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