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 <strong>2021</strong>, 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 <strong>2021</strong> PRACTICAL CONTENT FOR THE GLAZING INSTALLER & HOME IMPROVEMENT SPECIALIST
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