As principal product manager at Framexpress, Jonny Green has spent the past year leading the development and rollout of the company’s expanded aluminium range. With the first full year of data now in hand, he shares what the trade has told them, how installers are adopting aluminium, and what the milestone of £1 million in year one says about where the market is heading.

The shift towards aluminium has been building for years, but 2024 to 2025 marked a real turning point on the factory floor.

Installers are looking for products that help them stand out in a fiercely competitive market. Homeowners want cleaner sightlines and higher performance without complications during installation.

Developers and commercial customers are demanding consistency, compliance and predictable lead times. Aluminium lines up perfectly with all these needs, which is why the momentum behind it has been impossible to ignore.

It’s been over a year since our Ali by Framexpress range was introduced, and the numbers tell the real story. From launch to September 2025, aluminium has grown from zero to over £1 million in sales. Those first 12 months have shown two things very clearly. Installers are ready to widen their offer when a supplier makes it simple, and demand has accelerated faster than expected.

What has changed is aluminium is no longer treated as a specialist outlier. Installers want aluminium that fits seamlessly into their day-to-day quoting, ordering and fitting. They want systems that arrive on time and perform exactly as expected.

The businesses that win in this space understand those pressures inside out. Product alone doesn’t drive adoption. It’s the combination of reliable fabrication, clear support and the confidence that every order will fit first time.

Interest has been strongest across casement and flush aluminium windows, especially on refurbishment projects where cleaner sightlines and reliable thermal performance are key considerations for homeowners.

Patio and bi-fold doors remain a consistent talking point too, with many installers feeding back that customers are prioritising smoother operation and slimmer profiles that enhance a space without adding complexity on site.

Heritage aluminium has also seen an upswing as installers look for a way to create a steel look without the weight, cost or complexity of steel systems. The demand for authenticity has grown, and slim 59mm sightlines with traditional detailing are meeting that need for character without compromising on performance.

A key learning for us has been installers will commit to aluminium more readily when the barriers to adoption are removed. That means clearer specifications, a streamlined quote and order process, consistent fabrication quality and technical support that feels accessible rather than overwhelming. More customers are choosing aluminium because it feels straightforward, not specialist.

Crossing the £1 million mark in year one tells us the trade is ready for an aluminium offer built around reliability. It has also allowed us to identify where further refinement adds the most value. That learning shaped the updates delivered in 2025, including built-in trickle vents in the sash, extended heritage door options and the introduction of triple track patio doors.

Each improvement focuses on making aluminium easier to work with, supporting confident quoting and fitting, and reducing any unnecessary steps on site.

What our first year of sales confirms is that aluminium is moving firmly into the mainstream. It is no longer viewed as a specialist add-on to a PVC-U-led portfolio. More installers are now incorporating aluminium into their core offer as homeowners continue to choose higher specification upgrades.

Aluminium gives them a reliable way to stand out in a competitive market, and that is driving stronger engagement across our customer base.

As we look towards 2026, demand for aluminium will only continue to grow. Our priority is to make that transition as smooth as possible by giving installers the tools, support and product details they need to win work and deliver it without stress.

Consistent On-Time, In-Full delivery and a higher spec as standard across the range remain at the heart of that approach. Year one has built the foundation. The next year is about strengthening the range further and continuing to respond to what the trade tells us they need next.