November/December 2021

Article Case Study
EXCEEDING EXPECTATIONS
Total Installer talks to Mike Woodend, MD of trade counter business Windows Doors ETC,
about how increasing demand for premium products has helped the company exceed its
expectations for growth...
“We only started trading at the
beginning of 2021, and we’re
already 15-20% up on where I
thought we would be,” says Mike Woodend,
managing director of Windows Doors ETC. “We’ve
benefited from the home improvement boom
that’s driven a lot of growth in the industry, but
we’ve also been very well-equipped to respond to
the increase in demand for higher value products.
“Homeowners are increasingly looking for windows
and doors that deliver the right aesthetic, their
purchasing decisions are based primarily on kerb
appeal, and they are prepared to pay a premium
for it,” he continues. “Through our partnership with
HWL Trade Frames, we are well positioned to cater
for that demand, whether it’s for aluminium or
high-end, heritage flush PVC casements such as
R7 and R9.”
Based in Bristol, Windows Doors ETC is a new
trade counter business that offers a broad selection
of high-quality windows, doors and garden room
solutions. Mike, who has more than 20 years of
experience in the industry, and who has previously
headed up a large network of trade counters, says
he was ‘champing at the bit’ in the run up to the
launch of ETC after observing the surge in demand
from the retail sector.
“The variety of product available to consumers has
grown massively – it’s one of the biggest changes
I’ve noticed in the last two decades,” explains
Mike. “That’s been driven by market demand, and
now homeowners are increasingly focused on style,
colour options and quality of finish.
“There are more options now for flush casements
as a result, but the Residence Collection has always
been the class of the field, for us it’s a real flagship
product. Graham [Howatson] and the team at HWL
are very experienced, they understand the attention
to detail that’s required at this end of the market
and that’s reflected in the quality of their offer.”
HWL has established itself as the leading supplier
of heritage style products. The company pioneered
the development of non-glass bonded Timberweld
R9 – an innovative ‘light weight’ solution to the
original glass bonded version – and is the first
fabricator to offer a Timberweld version of the new
70mm flush casement from Kömmerling.
Fully matched
HWL has also recently launched a new Residence
Collection open-in door with a Timberweld 90 joint.
The result of an extensive R&D programme, it
allows installers to pitch a fully matched Residence
Collection window and door offer to homeowners.
The Leeds-based manufacturer is also a launch
partner for the new Sheerline Prestige system
from Garnalex. Offering the full suite of Prestige
products, it allows HWL to offer a highly energy
efficient flush style aluminium casement,
complementing its PVC offering, as well as the allnew
Prestige bi-fold.
Windows Doors ETC’s Mike Woodend
“Homeowners are increasingly looking for windows
and doors that deliver the right aesthetic”
“The new Residence Collection open-in door is the
perfect demonstration of HWL’s sector expertise,”
says Mike. “We had a requirement for a matching
door on a recent large-scale project that features
Residence windows, and to be able to offer exactly
what the customer wanted was hugely beneficial.
“The Sheerline Prestige range is also very exciting,
especially the technical innovation behind its
thermal performance and how that applies to
the new bi-fold, especially with the shortage
of polyamide that’s impacting on competitor
systems,” he continues. “HWL has some brilliant
products, but it also has the expertise and service
to match. It’s very important for us as a trade
distributor to choose the correct suppliers to
support and grow with. From the outset, HWL has
been great to work with and incredibly helpful at
understanding our business. We have been able to
communicate with knowledgeable people that can
make decisions and also guide us when needed,”
Continued on page 62
60 T I NOVEMBER/DECEMBER 2021 PRACTICAL CONTENT FOR THE GLAZING INSTALLER & HOME IMPROVEMENT SPECIALIST