Everest (company)

Everest Ltd is a British double-glazing and home improvement company.

History

Founded in 1965 it was one of the first companies in the new market of double-glazing.^[1] In what became a very fragmented^[2] market with over 3,000 companies,^[1] the company grew to become the second biggest in the UK market by sales^[1] and turnover^[2] with 2.5% of the market (£165m sales) by 2009,^[1] later rising to 3%.^[2]

Organisation

The company HQ is in Cuffley, Hertfordshire. It owns its own manufacturing plants in Kent and Wales and directly employs its after sales team, but their sales staff (1,000 strong as of 2009) operates as franchisees.^[1]

Advertising

Tan Hill Inn

The company's slogan "Fit the best. Everest," written by advertising executive Rod Allen was made memorable by the company's first television advert in the 1980s. Filmed in 'Britain's highest pub' the Tan Hill Inn in Tan Hill, North Yorkshire, it attempted to showcase the draught-proofing of everest double-glazing by having television personality Ted Moult dropping a feather on one side of the pubs double-glazed windows, while a gale raged outside.^[1][3][4] A new version of the advert featuring Craig Doyle, was filmed in 2008. It detailed how the inn had been upgraded with Everest's energy efficient windows and solar panels. It created some controversy after local planning officials recognized they had not properly authorized the improvement work done to the filming location, as is required for commercial premises.^[5][6]

Advertising bans

In 2008, the Advertising Standards Authority (ASA) banned an Everest television advert for potentially misleading consumers as to the amount of hot water generated by a solar panel.^[7] The advert was subsequently amended and allowed to be shown in amended form.^[7]

In 2011, the ASA banned an Everest ad for solar panels following claims of misleading consumers regarding potential cost savings.^[8][9]

Which? investigations

An April 2010 report by consumer organisation Which? claimed that of 14 companies selling solar thermal systems on the doorstep that it investigated, most were employing "cowboy" sales tactics, while singling out Everest and another firm for particular criticism for making "hugely overstated" claims about the products.^[10][11][12] In response, an Everest spokesperson expressed disappointment that a representative had made claims he knew to be false and had failed to use the sales support documentation he had been provided.^[11]

A June 2010 report by Which? claimed some salespeople from four of the biggest companies selling double-glazing including Everest, were "using misleading claims and hard sell tactics." Of the various tactics criticised, it singled out an Everest salesperson as having offered the biggest saving on an 'original' price, a practice employed by 15 of the 18 salespeople investigated.^[13][14]

References

External links

• Official website