Growing Wanes Whip Up Window Warehouse

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As customer confidence wanes, Window Warehouse has moved to help more installers move into the more resilient aluminium end of the market.

Pressure is growing on fabricators to help their installer customers target and exploit new sales opportunities, which is why Window Warehouse is using its expanded AluK aluminium fabrication set up to support customers who now want to dip their toes in the water.

Operations director Remi Cake says that while the mainstream white PVC-U casement market may be squeezed by the tightening of household budgets, he expects demand for the company’s aspirational AluK bi-folds, sliders and heritage style windows to continue amongst higher earners and those who accumulated significant savings during the pandemic.

Growth

Window Warehouse switched its aluminium fabrication exclusively to AluK in 2017 and its success since then prompted it to invest in a new, dedicated, manufacturing facility  in addition to its existing PVC-U operation. The firm now occupies a 21,400sq.ft facility. This has been equipped with the very latest Elumatec CNC SBZ122 machining centre and DG104 double mitre saw. The set-up includes one line dedicated to fabricating the AluK BSF70 bi-fold.

 “We supply trade customers right across the south of England, many of whom are operating in those affluent south coast towns which are likely to be relatively shielded from the impact of rising costs.”

– Remi Cake 

Operations director, Window Warehouse

Making the move

“We saw a huge rise in demand for our AluK range during the pandemic and we’ve expanded capacity and stepped up our output so that we can continue to grow and help even more customers make the move into aluminium with us,” continues Window Warehouse’s Cake. “We chose AluK in 2017 primarily because of the quality of the system but also because of the high level of brand recognition amongst consumers. That definitely helps our installers to win business, particularly when it’s all backed up with AluK’s marketing support.”

Opportunities knock

Russ Cusworth, AluK’s national sales manager, is backing the company’s efforts. He says: “Window Warehouse is absolutely right that the biggest opportunities in 2022 are likely to come in aluminium. We’ll be supporting the team with their plans to make waves in the coastal market.”

Picture: Window Warehouse has invested in a dedicated aluminium manufacturing facility for fabricating in AluK aluminium systems.

www.window-warehouse.co.uk

uk.aluk.com

Article written by Cathryn Ellis
30th June 2022

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