With is unique, nationwide e-commerce route to market, Deceuninck fabricator, Burbage Custom Windows, is said to be reshaping the way windows and doors are traditionally purchased.

With 90% of sales generated through its online platform, www.modernupvcwindows.co.uk, Burbage Custom Windows (BCW) is not your average window and door fabricator.

Founded three decades ago, the family-run manufacturer and installer has repackaged itself as an e-commerce pioneer in recent years, attracting more than 1,400 visitors to its sales platform every day.

Selling to installers, tradespeople, and homeowners across the UK, the Leicestershire-based Deceuninck fabricator’s forward-thinking approach is breaking the mould in a largely traditional industry, as managing director, James Meah, explains: “We’re very different in how we tackle just about everything in the business, which bucks a trend in an industry that’s generally quite set in its ways,” says James.

“The company’s more than 30 years old, but we didn’t want to continue in the traditional fashion. We were looking for a unique aspect of the industry that we could make our own here at BCW, and we’ve found that with our online business model.”

Having achieved more than 118% revenue growth since 2019, production has increased from 400 to 900 frames per week. In the last 12 months alone, manufacturing output has increased by an average of 18.5% with door production, including the Deceuninck Flush door system, up by 25%.

While these impressive figures demonstrate the success of BCW’s digital model, if you think that comes at the expense of the personal touch, you’d be wrong.

A fabricator first and foremost, BCW takes pride in its craftsmanship, manufacturing high-quality PVC-U products in-house at its Hinckley site, using the Deceuninck 2800 suite. It’s online offering is also backed by a friendly and readily accessible customer service team to provide support, or resolve issues where needed.

Fostering an inclusive company culture, with people at its heart, the recruitment of young talent from outside the window and door sector is a key part of the company’s strategy, as James explains:

“As a tech-led operation, it can be hard to find people within the fenestration industry who are willing to accept a different way of doing things, so we’ve tried to mix it up by purposely bringing in talent from outside the sector, to gain fresh perspective,” he says.

“The result is a relatively young, dynamic team, underpinned by our 30-year company heritage, and the experience and expertise that brings.”

Overcoming numerous challenges, sector-specifically and internally, to successfully repackage how windows and doors are traditionally sold, BCW’s fully digital route to market allows homeowners and trade professionals to design, price, and order bespoke products entirely online.

Its comprehensive e-commerce website and unique online designer tool allows customers to configure bespoke products with real-time visuals, offers instant pricing, and integrates seamlessly with BCW’s manufacturing system.

Continuously improved through data insights, the website is supported by a multi-channel digital strategy across SEO, email, paid search, and social media.

Often delivering directly to the end user, BCW’s digital approach also presents unique challenges, as James explains: “Building trust is so important, because people are spending thousands of pounds online, so we’ve put a lot of effort into that, and we’ve accumulated thousands of positive online reviews as a result,” he says.

“End-users expect absolute perfection, so quality and attention to detail at every stage of the process is absolutely vital.”

With detailed measuring resources, comprehensive installation guides and aftercare included in its offering, BCW has also strengthened its production processes to enhance precision and maintain consistency, ensuring the highest quality product.

Constantly developing its e-commerce website and adding new products to give the customer even more choice, the introduction of a comprehensive aluminium range is a substantial part of the fabricator’s plans for the future.

In addition, the company is set to expand its integrated installation service from the Midlands to nationwide, providing an end-to-end service for customers to rival household-name retailers.

With a forward-thinking culture that truly stands out from the crowd, BCW is bringing adaptability and innovation to an industry often slow to embrace change.

“We’re a window and door manufacturer at heart,” clarifies James. “That’s what’s at our core. But now we’ve got this high-functioning e-commerce model, I actually feel that we’re almost more of a tech company than a fabricator, because of the unique nature of the website and how we’ve developed it.

“2025 is shaping up to be our biggest year on record. Everything we do is underpinned by a commitment to quality, innovation and long-term growth and with plans that will future-proof our offering, we hope the momentum will only continue,” he concludes.