Following her return to the industry, Glass Times editor Luke Wood sat down with Claire Miller, Commercial Director at Atlas Aluminium, to discuss how the sector has evolved in recent years, the company’s fresh start following the breakup of Customade Group, and why service, relationships and experience remain vital as the aluminium market continues to grow.

Luke Wood (LW): Claire, welcome back – how has the industry changed, if at all, in the time that you were away?
Claire Miller (CM): One thing that hasn’t changed is the people. Coming back into the industry has felt a bit like a reunion in many ways. Everyone has been incredibly welcoming and it’s been great to reconnect with people I’ve known for years.

Where we have seen change is in the growth of aluminium products. Aluminium has clearly increased its market share significantly against PVC. When I was last in the industry, there was a lot of encouragement for PVC fabricators to expand into aluminium. Looking now, that has definitely happened. Many more businesses are offering aluminium windows, doors and roof lanterns as part of their portfolio.

Another noticeable change has been the level of consolidation in the industry. There have been a number of mergers and acquisitions over recent years. The data also shows that the overall number of businesses is shrinking slightly. In the last year alone, around 330 businesses closed while about 150 new businesses started. Some of those may simply be companies restructuring or reopening under different names, but it still gives a clear indication of how challenging conditions have been.

Installers are also telling us that finding people is becoming harder. The skills gap is a real challenge and recruiting new talent into the sector doesn’t seem to be getting any easier.

Overall though, it’s not a huge evolution – the industry is still very recognisable to me. But businesses today are facing multiple challenges at the same time. That’s why it’s important for us at Atlas to support our customers as much as we can, because if they grow, then we grow.

LW: Now you’re back at Atlas Aluminium, although it’s important to clarify that the business is far removed from the time you were last there. Could you recap for us how Atlas was acquired and how it is positioned today?

CM: Absolutely. The businesses Atlas Glazed Roof Solutions and Real Aluminium were purchased in December 2024 by private investors following the breakup of Customade Group. Those acquisitions created Atlas Aluminium as a completely new business.
It’s important to be clear about that point. We are not associated with the previous group – we are a new organisation with a new structure and new ownership.

I’ve worked in businesses before where private equity has been involved behind the scenes, but this situation feels very different. Our owners aren’t just financially invested in the company – they’re emotionally invested as well. They genuinely care about building something strong and sustainable, and that really comes across in how they operate.

When the business was first purchased, a huge amount of work had to be done to rebuild trust and confidence. Our CEO Jamie Newell and the wider management team spent a lot of time travelling around the country meeting customers face-to-face. The aim was to reassure them that this was a new business, built on integrity, and that we were here to do the right thing.

That effort made a real difference. Over the past 12 to 14 months we’ve retained a phenomenal amount of our existing customer base, and that’s largely down to the way our leadership team approached those conversations. We’ve also managed to bring new customers on board along the way.
Another important point is that this isn’t a “build and flip” scenario. Our investors are committed for the long term. The first phase was about stabilising the business and rebuilding those foundations. Now we’re entering Phase Two, which is about growth and strengthening the Atlas Aluminium brand.

Part of that involves bringing experienced people back into the business. For example, Winston Osborne has remained as technical director joining the board of directors, and Simon Whitehall has rejoined as production director. Both have a huge amount of product knowledge and industry experience. It’s an exciting new phase for us and we’re focused on moving forward while leaving those old associations behind.

LW: In addition to manufacturing the well-established Atlas roof lantern system, Atlas Aluminium is also the largest supplier of Smart aluminium products. However, as aluminium continues to take market share, would it be fair to say that one of the main challenges for fabricators and installers now is maintaining a premium price point?

CM: Yes, and it’s a really important issue. In difficult markets it can be tempting for businesses to stack products high and sell them cheap just to keep work moving through the factory.
But the reality is that approach simply isn’t sustainable. It puts pressure on everyone in the supply chain – manufacturers, fabricators and installers alike.

What we’re seeing at the moment is some businesses that are struggling joining what people often describe as the “race to the bottom”. They drop their prices just to win work. But in the long term that can create bigger problems, because it compromises quality, service and profitability.

For us, it’s very important that we don’t go down that route. Our focus is on delivering the right product, backed up with the right service.
For many of our customers, particularly smaller businesses, reliable service is absolutely critical. If they can’t get good products delivered when they need them, it can be catastrophic for their reputation with homeowners and specifiers.

The products we manufacture are good value and made to a high standard. Yes, you can buy products cheaper elsewhere, but that often comes at a cost – either in the quality of the product or the level of service you receive.
We firmly believe that long-term growth comes from maintaining quality and reliability rather than simply competing on price.

We also have a very strong relationship with Smart Systems. We’re their largest customer, which gives us a strong position when it comes to future product development and expanding our aluminium offering. That relationship is something we’re very proud of.

LW: With you rejoining the business, and with other experienced colleagues coming in, it feels like Atlas is preparing for a new phase of growth. Is that the case, and what are your plans moving forward?

CM: Yes, although we shouldn’t underestimate the challenges that come with building a new business structure.
The last 12 months have largely been about stabilising the company and ensuring we had the right foundations in place. Now we’re in a position where we can start pushing the button on growth.

With myself joining, alongside people like Simon Whitehall and the wider management team, there’s a real sense of energy and passion about where we can take the business next.

One of the priorities is continuing to underline the fact that we are a new business. We want the industry to clearly understand who Atlas Aluminium is today and how we operate. That includes addressing any lingering perceptions linked to the old group and demonstrating that we’re doing things differently.

At the same time, we want customers to understand why they should be working with us. Those may sound like quite basic objectives, but relationships and trust are hugely important in this industry.

Building the brand and communicating what we stand for will be a big focus. Everything we introduce will be designed with our customers in mind, ensuring they have the tools and support they need – whether they’re working with specifiers, trade customers or homeowners.

LW: A large proportion of the workforce have also been with the business for more than a decade. Could you expand on that sense of camaraderie within the company?

CM: It was one of the things that genuinely surprised me when I returned – how many people are still here. Given everything the business has been through, that level of loyalty says a lot about the culture within the organisation. One of our longest-serving employees has been with the company for 36 years, which is incredible.

In fact, around 28% of the workforce have been here for more than ten years. That experience is invaluable. It demonstrates not just knowledge of the products but also a real passion for the business.

You can’t buy that level of experience, and it really shows in the way the team works together. There’s a strong sense of mutual respect and support throughout the company.

We also have a very multi-skilled workforce. Different teams work closely together, which means if demand increases in one part of the business we can quickly move skills around to respond. That flexibility is extremely valuable.

Most importantly, the people here genuinely care about the products they make and the customers they serve.
There’s a real authenticity about the team, and you feel that as soon as you meet them – whether you’re speaking to someone in sales, production or customer services.

That culture and experience are a huge part of what will help drive Atlas Aluminium forward in the years ahead.