With more window systems on the market than ever before, it would be easy to assume installers are spoilt for choice. But according to managing director at Shepley, Ian Griffiths, choice itself is not the issue holding businesses back. The real challenge is managing product mix and risk in a market that has become more complex – and less forgiving.

There’s no denying the UK window industry has seen a huge increase in the number of systems available, but where is the clarity to go with it? New profiles, materials and products continue to appear, all promising better margins or differentiation, yet managing director at Shepley, Ian Griffiths, says this growth in choice has not led to widespread system changes at fabrication level.

“System changeovers used to be far more common,” Ian says. “Today, switching systems is expensive and disruptive. It means new tooling, retraining staff and changing processes. Most businesses will only do it if they feel forced, usually by short-term price pressure rather than long-term planning.”

As a result, while more systems are available, most fabricators stick with a small number of core platforms. Shepley’s long-standing decision to build around Rehau reflects that thinking, with a focus on consistency, proven performance and long-term confidence, rather than constant change.

Instead, Ian believes the bigger shift has been in the changing product mix within installer showrooms. “Ten or 15 years ago, a typical showroom might have been 90% PVC-U,” he explains. “Now, for many installers, that figure is closer to 50%. Aluminium, composite doors and roofing products make up a much bigger part of the offer as businesses look to increase order values and broaden their appeal.”

At first, that wider product mix delivered strong results. Products like aluminium bi-fold doors quickly became high-margin additions that helped installers grow turnover. But as more suppliers entered the market, competition increased, and margins came down.

“Aluminium bi-folds are a good example,” says Ian. “They were once a premium product. Now they are a fraction of the price they used to be. Installers then look for the next opportunity to protect margins, but over time the same thing tends to happen again.”

That constant chase for the next product adds pressure across the business. More ranges mean more complexity, more training and more operational risk, costs that are often underestimated.

Against this backdrop, Shepley has taken a deliberately steady approach. Rather than continually expanding into new systems and categories, the business has stayed focused on PVC-U frames and composite doors, supported by clear, structured ranges.

“Our manufacturing costs have not gone down,” Ian says. “So offering cheaper systems does not make commercial sense. Lower-value products mean you need much higher volumes just to stand still, and that puts extra pressure on production and logistics.”

This thinking has also shaped Shepley’s approach to the end user. Its Visage range was developed to make Shepley easier to buy from, not to add complexity. By presenting a clear, curated offer to homeowners, Visage helps installers keep sales conversations simple while keeping fabrication efficient behind the scenes.

Ian also points out that the wider PVC-U sector is operating in a shrinking market, where growth mainly means your customer has made the switch from a competitor.

“There is not a bigger cake,” he says. “If you are winning work, someone else is losing it. That is why standing out on reliability, capacity, and long-term relationships matters far more than short-term price.”

Ian believes this is where Shepley’s position is particularly strong. “We are not over-leveraged, we make a margin, and we have the capacity to support our customers properly,” he explains. “In a market where many businesses are one mistake away from trouble, being stable and prepared really matters.”

The glazing sector has long been driven by complexity and constant innovation, but Ian believes consistency is becoming the real differentiator, “Everyone talks about choice,” he says. “But right now, installers want confidence and continuity from suppliers they know will still be there tomorrow.”