DoorCo Relaunch Values & Purpose In Line With Recent UK Expansion

by | Jun 12, 2024 | Viewpoint

Renowned as a business that is constantly evolving and growing, DoorCo has seen more significant changes recently with the expansion to Doncaster and a third composite door, BRiTDOR, added to their product portfolio. With this in mind, DoorCo has revisited their values and purpose to ensure it reflects the DoorCo of today.

DoorCo marketing manager, Ellie Pool and HR Manager, Dek Wright, discuss the relaunch: “There have been so many changes at DoorCo since our Vision and Purpose was set a few years ago.

A simple, streamlined purpose

Speaking on the business’ new purpose, Ellie tells us: “We took the rewording of our purpose really seriously. It was a joint project between marketing, HR and the full Senior Management Team, ensuring every corner of the business was represented in the decision of what our new, streamlined purpose would be.

“After deliberation and consultation, we summarised our purpose as: “To deliver innovation and unbeatable service to our customers”. For us, this short sentence captures the very essence of what DoorCo is all about.

“Innovation is at our core and delivering on this consistently is a focus that will never waver.  Providing brilliant products is just part of what we do. Delivering exceptional customer support from all business areas ensures we provide our customers with the optimum level of service we pride ourselves on.”

Values that capture who we really are 

Moving focus towards the company’s new values, Dek explains: “Values sit at the very centre of every growth business and are essential to setting the standards internally for who we are, what we’re about, how we deliver and how our teams work together.

“Previously, we had 8 different values, all centred around a compass visual. This approach has served us well for the past few years but as a fast-growing business, we knew it was time to simplify our values, reduce the number of them and strengthen what they stand for.

“We now have 4 core values, each one represented by an icon and a short explanation that summarises what it’s about, empowering all DoorCo colleagues to showcase them in their day to day working activities Our new values are:

People: We care for and collaborate with our colleagues, partners and customers to ensure success.

Innovation: We show our creativity and connectivity by constantly innovating.

Agility: Being tenacious, pro-active and fast thinking allows us to remain agile and ahead.

Quality: We show attention to detail and commit to learning and improving to ensure we get things right.”

Speaking on her view of the values, Ellie adds: “Our values are designed to not just be a stamp in time but a representation of both what we believe in now and what we will continue to demonstrate and improve on.

“DoorCo is not and never will be a finished entity. As our values demonstrate, we’re focused on the right things now and going forward.”

A new lease of life

Discussing the impact of their refreshed Values, Dek tells us: “When relaunching something as integral to our DNA as our core employee values, it’s important to ensure they resonate automatically with our internal teams.

“We’re in the process of rolling out our new values and purpose using a programme of communications to the teams including announcements on our internal comms platform, posters, new screens on the TVs and more.

“We have updated our values awards to reflect our refreshed values, so our employees can demonstrate their skills within each value and be rewarded when going above and beyond.”

Ellie adds: “It’s exciting to be at the stage of formally rolling out the new values and purpose to the business. We’ve been working on getting them right for a while now, so we’re all really pleased to be at the stage where we can share them business-wide and start to really see them take shape and influence how we all work.”

DoorCo have recently expanded their operations and recruited a new dedicated team in Thorne, close to Doncaster, South Yorkshire by opening a new 20,000 sq.ft ‘space to create’ which will be the home of their new solid timber core door brand, BRiTDOR, which is available now.


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