Freefoam’s Fireside Chat No. 5: The importance of working together and growing together

  • 4 Jan 2021

Bringing the informative ‘Fireside Chat’ series of videos to a close, Freefoam has released a final short film about how vertical integration has changed the building products market.

Colin St John, Commercial Director, explains how Freefoam operate a traditional supply model, with manufacturer providing products to an independent local stockist or merchant and subsequent sales to a local installer customer base. 

He also illustrates the newer integrated supply model and discusses the challenges and control this can bring to stockists.

Colin explained: “At Freefoam we’ve always believed in a free market place and the ability to grow our customers is our main aim. We want customers who are partners in our business and we’ve always strived to develop and manufacture products to help our customers win more business.”

Freefoam developed this series of informal videos so installers, stockists and the wider market can learn more, and agree or disagree, about important issues and trends that affect them.

Colin has worked in roofline for roughly two decades, which allows him to gives great insight into changes in the industry and their implications for the future. 

Aidan Harte, CEO, summarised: “This final video highlights an important issue – how a vertical integrated model can have significant detrimental implications for independent building product suppliers. 

“Freefoam has taken a different approach to other roofline manufacturers who sought to take control of the supply chain. Instead, we focus on developing customer relationships and adapting our product range and service offering to help our customers sell more.”


Freefoam Building Products,
77-83 St James Mill Road,
United Kingdom

Tel: 01604 591110

Visit the Freefoam website

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