A sponsored collaboration with Best Roller Garage Doors, expert roller garage door suppliers and installers, established this year as a separate ‘arm’ of Wessex Garage Doors.
Starting a business and establishing your own unique position in a competitive market is challenging enough at the best of times. But what if you’re launching a startup that’s competing directly with the established brand of its parent company?
That’s exactly the unconventional and ambitious strategy behind Best Roller Garage Doors, an intriguing case study in strategic brand positioning. The name of the company should leave no ambiguity as to what they do, but their choice to market as such has been carefully made. Specifically, this brand entering a competitive market like this is not without risk, as its parent company has already spent 25 years curating a place in the same space.
If you’re a growth-minded startup owner grappling with brand architecture and market segmentation, you’re likely asking when creating internal competition makes good business sense, and this Sussex story is worth paying attention to.
The Paradox Behind Best Roller Garage Doors
Founded in 2025, the business name ‘Best Roller Garage Doors’ emerged as a brainchild and conception from Wessex Garage Doors, a family-run business with over 25 years of experience serving Sussex, Surrey, Kent, Hampshire, and South London. Not too long ago we highlighted the parent business
here.
On the surface, the proposition seems somewhat counterintuitive. Why would an established business with a proven local and regional reputation deliberately launch a brand that is essentially competing for the same target customers in the same geographic areas?
The answer boils down to a risky but invariably fruitful strategy adopted by larger brands, but one that’s less common among enterprises of this size: Product-focused brand differentiation.
While Wessex Garage Doors offers a wide range of garage door solutions that include side-hinged, sectional, and up-and-over options, Best Roller Garage Doors takes a specialist approach, focusing exclusively on
roller garage doors, to nobody’s surprise, we’re sure.
The Strategy Behind Creating a Niche Brand (within a brand)
The concept of a proven business launching a niche brand represents an often lucrative market opportunity. In this case, there is no denying the potential that exists.
Roller garage doors have surged in popularity in recent years, and it’s clear to see why. They save space, they’re secure, and they can be aesthetically pleasing and customisable. It’s fair to say that they add value to any garage space.
By creating a specific, dedicated brand with a specialist and niche focus, the parent company can capture consumers who specifically research and want to buy "roller garage doors" rather than the numerous other types of doors within this sector. As such, the parent company is casting a wider proverbial net of potential leads, or at least intriguing them at different stages of the purchase journey.
From a digital marketing standpoint, this creates two disparate lead generation channels. Each brand can rank for different search terms (undoubtedly with some overlap), but they can position themselves individually within specific customer segments. Ultimately, the enquiries that come in will still be handled and nurtured by the same sales team, and work will be delivered to the same high standards by the same skilled, proven installers. It's a clever workaround to the limitations of single-brand visibility in competitive online markets.
The startup also benefits from what’s often dubbed "inherited trust". In other words, Best Roller Garage Doors doesn't have to work to the bone to build credibility from scratch. It carries the DNA of decades of proven Wessex expertise and its positive reputation, whilst presenting a fresh, specialist face to the market.
The Risks of Competing Against Yourself
However, this strategy isn't without risk. Creating a sister brand that targets the same geographic area(s) introduces some challenges that startup founders should carefully consider.
The most obvious is the risk of cannibalisation. Customers (who would have chosen Wessex at first opportunity) who instead opt for Best Roller Garage Doors create no ‘additional’ revenue. Instead, the sale is simply diverted from one brand to another while the parent company bears the costs of maintaining two websites, marketing channels and brand identities.
There's also additional operational complexity. How do you prevent customer confusion when the same fitters might install doors under different brand names? What happens when a customer researches both companies and realises they're connected? Transparency is important from the outset, as any perceived deception could be counterproductive to both names.
Another challenge lies in the allocation of resources. The company must dedicate money, time and effort across two entities as opposed to one, which, for many startups with limited operational capital and capacity, could be very hard to do.
How to Make ‘Dual’ Brands Work as a Vehicle for Growth
Despite these risks, the Best Roller Garage Doors model offers valuable lessons for startup founders. Success hinges (no pun intended) on creating a genuinely different brand.
The ‘new’ brand positioning must, primarily, feel authentic and unique, rather than simply being a clone with a different logo or name. Best Roller Garage Doors is a shining example of this, having eloquently highlighted its broad sub-product range and
dedicated repair services, creating a credible reason for its independent existence beyond the Wessex name.
Both companies maintain their own voice and identity while being open about the symbiotic relationship. The Best Roller Garage Doors website openly acknowledges its Wessex connection, leaving no room whatsoever for second-guessing the connection. They poignantly promise: "the same quality standards you'd expect, with specialist focus you need".
For businesses considering a similar approach, the decision should be driven by clear market data. Are there underserved customer segments in your areas? Can you sufficiently differentiate yourself to justify the creation of a sister brand? Do the potential gains in market coverage outweigh the costs of running additional resources and marketing channels?
Without definitive answers to these questions, a single strong brand may serve you better. However, that’s not to say it’s an impossible endeavour.
For entrepreneurs evaluating their own brand positioning, the Best Roller Garage Doors story demonstrates that unconventional strategies can work when executed thoughtfully.
[Image source: Best Roller Garage Doors]
Guest contributor
