RE: trading update28 Feb 2018 15:26
It looks like the "aggressive new market entrant" that they have been referring to is definitely Safeglaze UK.,a trading name of NIAMAC DEVELOPMENTS LTD. One of the directors is listed as a Philip O'Malley who is was previously Operations Director for Safestyle UK from 2009 having joined them in 2001. I also came across the following note:
Is SafeGlaze and Safestyle the Same Company?
When compiling data it was interesting to discover who would take that 4th best traffic ranking. This turned out to be SafeGlaze from Niamac Developments that was only created in August 2017. This explains their lack of financials, whilst their popularity spike in such a short space of time has been remarkable. We spotted a debate on whether this was actually a new venture from Safestyle. There are certainly similarities on the site itself through the name, the theme and the infamous BOGOF offer. They are also based in Bradford that was another link. A suspected employee did however come in to state that they are simply a local competitor looking to muscle in on their territory.
A simple Companies House search unlocked some interesting things. Safestyle�s founder was of course Mitu Misra who went on to sell his stake in the business. It just so happened that we spotted a family member (Aarti Misra) as being listed as a secretary. Further to this, one of the listed directors (Philip O�Malley) had also worked there. And so there is definitely a proven link here. Their web performance spike and localised TV ads have helped to put them on the map quickly, but it would be pretty unlikely for any new starter like this to suddenly overthrow one of the UK�s leading double glazing companies who have continually been making market share gains.