At a time when the issue of escalating energy costs are so widely documented and residential developers have been hit hard by stringent planning regulations, brick manufacturers, including Sedgley-based Baggeridge Brick, are finding themselves operating in somewhat unchartered territory.

With demand for brick declining month on month since spring 2004, national brick sales have now fallen to their lowest level since records began. Largely attributed to the change in government policy with regards to house building, the imposition of PPG3 planning guidelines have set extremely demanding targets for developers in terms of housing density per acre with densities rising to the level of 40 units per acre. This has been achieved by the construction of apartments which now account for around 46 per cent of new dwellings constructed and clearly there are fewer bricks needed to construct these types of properties than, for example, a detached property. So, while housing starts are at a healthy level, the volume of bricks required has fallen sharply.

As if having to manage the sharp reduction in demand wasn’t challenging enough for brick manufacturers, the issue has been compounded further by the simultaneous rise in energy prices over the same period, increasing sharply since Autumn 2005 when gas prices in particular more than quadrupled. Commenting on the changes Baggeridge Brick’s sales director Mark Morris comments: “Whilst most manufacturers did foresee a cooling of the market in the second half of 2004/05, I believe it’s fair to say that no one forecast it would fall to the levels we experienced and whilst industry expected and indeed budgeted for an increase in energy prices, no one in their wildest dreams ever imagined a day when gas prices would reach the level of £2 per therm.”

However, Mark believes there are tentative signs that the market is in the early stages of recovery and is cautiously optimistic that demand will begin to improve as we move through 2006. He continues: “While the housing market won’t go back to building detached properties with separate garages which accounted for a considerable percentage of the housing mix pre-2003, there is growing evidence that the current mix of high volume one and two bedroom apartments aren’t meeting the housing need.

“Factors such as demographic and social changes and even immigration mean three, four and five bedroom properties are needed more now than ever before and I believe we’ll see a greater number of three storey dwellings with more bedrooms over the coming years. It should, in theory, increase demand for brick and hopefully the type we produce at Baggeridge.”

They say that necessity is the mother of all invention and these challenges have certainly forced brick manufacturers to refine their processes, products and systems. Mark believes that Baggeridge will emerge even fitter and healthier than ever before and the company has been working hard to develop four brand new brick products, designed specifically for the house building and commercial sectors and following consultation with key customers, the company has launched a range of sector-specific products.

Designed to suit and complement regional diversities and trends, the new Warm Golden Buff lends itself well for new build properties in the South, while the Thornhill Red Multi, with its orange and black tones, has been manufactured with the Midlands and the North of England in mind. Realising that developers will have to continue embracing the concept of building homes on previously used land, two brick ranges have also been produced for brownfield sites. The Smoked Antique Red Multi with its subtle tones and the Autumn Fern Blend, yellow, red and orange in appearance are both ‘weathered’ in appearance and give a softer, more traditional feel.

Mark comments: “Listening closely to key customers has helped us recognise that they, and the house building sector as a whole, are crying out for new products that can ideally ‘fit’ specific residential areas across the entire country and the new range tick all the right boxes.”

So the situation is far from bleak and rather than focusing on the challenges brick manufacturers have had to confront over the past couple of years, Mark is looking forward to a brighter future. He continues: “I honestly do believe the brick industry will grow and flourish. It’s true to say that there are a number of alternate products being put forward to rival brick, but it has too many benefits to ignore – it’s low maintenance, environmentally friendly and fits in well with the very ethos of modern methods of construction.

“You only have to wander around Brindley Place to realise the beauty of brick – this is a fantastic example of how the right brick in the right setting can create a wonderful environment and I firmly believe it will continue to be the product of choice amongst architects and specifiers for many more years to come.”

17th March 2006