Amelia Gaughan, head of marketing for Affordable Windows Group, discusses how AWG’s aluminium range, Decorio, can help installers capitalise on the demand for steel-look systems and indoor-outdoor living.

Homeowners are consistently on the hunt for ways to make their properties stand out, and in recent years, a clear preference for heritage-inspired designs has emerged.

The industrial and Art Deco aesthetics of the past century have made a comeback, with many people keen to incorporate the look of traditional steel-framed windows and doors in both period renovations and modern new builds.

While the appeal is undeniable, the reality of working with genuine steel is often impractical for homeowners and installers alike. Steel is heavy, expensive, and requires significant maintenance to prevent corrosion. For many, it’s simply not a viable option.

At Affordable Windows Group, we always strive to stay ahead of homeowner trends. With our aluminium range Decorio, we’re proud to offer installers a steel-look solution that capitalises on the industrial and Art Deco trend without compromising on affordability, durability, or practicality.

In-demand aesthetics

The demand for a steel-look aesthetic has never been more apparent, and with Decorio, you can deliver the authentic look without the downsides of traditional materials. Our aluminium internal and external windows and doors perfectly replicate the slim sightlines and classic features of steel, but with all the benefits of modern aluminium.

Compared to steel, aluminium is incredibly lightweight, making for faster, more efficient installations and less disruption for the homeowner. It’s also significantly more cost-effective, allowing you to offer a premium, sought-after product at a more competitive price, maximising your margins.

The benefits go further than just cost and convenience. Aluminium is inherently low-maintenance and highly durable. This means fewer call-backs and happier customers in the long run. Our external products are PAS24 accredited and Doc Q complaint.

They also feature thermal break technology, which helps to significantly reduce heat transfer. This improved thermal efficiency helps homeowners meet modern Building Regulations, such as Document L (2022), and offers genuine long-term savings on energy bills.

For installers, our internal steel-look room dividers and doors are a rapidly growing category. Homeowners are increasingly using them to create light-filled, design-led interiors, providing a stylish way to zone spaces without blocking out natural light. Our internal range includes hinged doors, sliding doors, and partition screens, giving you plenty of options to pitch to your clients.

The popularity of our Decorio range was clear at the recent FIT Show 2025, where we exhibited our products alongside our heritage-inspired PVC-U range, Timberlook. Installers who visited our stand were particularly impressed with the slim sightlines and thin transom section, not to mention the option of an internal sliding door – a product not common in the market today.

The variety of colours on display, including a striking gold door, also drew significant attention, demonstrating the design possibilities available with Decorio.

Support for installers

At AWG, we’ve put just as much thought into the practical side of working with us as we have with our product ranges. Our delivery covers virtually all the UK mainland using our own fleet of vehicles, so you can rely on a consistent, dependable supply chain.

Beyond logistics, we provide marketing support to help you sell more effectively – from brochures and high-quality product imagery to free, quality consumer leads that take the legwork out of finding customers.

To help you market our range effectively, we provide a professional, homeowner-facing website alongside our trade web pages. We also provide technical information sheets and product samples so you can give your clients a real feel for the quality and design.

To make things even easier, we pass homeowner enquiries directly to our Decorio trade partners, helping you secure more local business. Looking ahead, we are excited to announce that Decorio will soon be featured on an exciting new customer-facing quoting software for faster quoting and ordering.

With over three decades of experience in the industry through the Affordable Window Systems Group, we have the knowledge and expertise to support your business.

By offering Decorio’s heritage-style windows and doors, you can tap into a booming market, provide a premium product that is genuinely different from the competition, and deliver outstanding results for your customers.