Opening the Doors to Retail Success

In any highly competitive retail environment, there is no second chance to make that crucial first impression. As a result, we have learnt that the entrance to a retail outlet must not only look appealing to customers, but must also meet the highest standards of security, accessibility and reliability. The need for a competitive edge also explains why 7 Eleven’s National Construction Manager, Geoff Fagan, chooses to specify DORMA automatic sliding doors.

Geoff is responsible for the design and construction of 7 Eleven’s stores and service stations - with 365 along the Australian eastern seaboard alone - and says that DORMA’s market-leading EL301 automatic doors are an integral part of the company’s new, more appealing store design.

“The idea is to ensure that people walking past can see the visual merchandising from outside the store and are attracted inside,” he explains.

“Obviously aesthetics are important - the products we utilise need to look good - but equally important are reliability and serviceability. And we know absolutely that we’re going to get that support from DORMA.”

Launched in mid-2006 after extensive research and development, the Australian built DORMA EL301 replaces the DORMA EL300, which was the country’s largest-selling automatic door ever. The 01 motor is designed to operate automatic doors of up to 400kg, with an incorporated electric lock and digital encoder for superior security. The EL301 meets all current and suggested Australian Standards and Building Codes.

Other big names in retail that share this faith in DORMA EL301 automatic sliders include Big W, Target, Kmart, Safeway and Bi-Lo, all of which have a trusted identity and welcoming ethos to uphold.