Finding confidence in aluminium

With homeowner expectations evolving and demand for aluminium on the rise, installers are looking for ways to offer more choice without adding complexity. Framexpress’ joint managing director, Stuart Green, explains how the company’s move into aluminium, alongside its established PVC-U offer, is giving customers greater flexibility, faster turnaround times, and the confidence to win more work.

The last few years have tested every business in the glazing industry. Unpredictable costs, shifting homeowner priorities, and the need to adapt quickly have made many cautious about change.

For us at Framexpress, launching a new aluminium range during that climate wasn’t about taking a gamble, it was about listening to what our customers needed and having the confidence to deliver more, while keeping PVC-U firmly at the heart of what we do.

PVC-U has been our foundation for more than 27 years, and it still underpins the majority of work for most installers. But there’s no denying that aluminium is growing in popularity. Homeowners are drawn to its slim sightlines, larger glazed areas, and the contemporary feel it can bring to a project.

From the conversations we have with our customers, it’s clear that the challenge isn’t about whether aluminium is ‘better’ than PVC-U – it’s about having both options available. Increasingly, homeowners want to mix materials on a single project: PVC-U windows in the main property, for example, alongside an aluminium bi-fold or patio slider in the kitchen extension.

For the installer, that flexibility is essential. Without it, they risk losing a job or facing the extra hassle of finding and managing another supplier. That’s the gap we wanted to fill.

Ali by Framexpress

When we introduced Ali by Framexpress, our new aluminium windows and doors range, we didn’t want it to be treated as a separate arm of the business. It had to be integrated into the same systems, values, and service that our customers already rely on – fast quotes, short lead times, and a hassle-free ordering process.

That way, whether they’re ordering PVC-U casements or an aluminium sliding door, installers know they’ll get the same experience, the same delivery promise, and the same aftercare.

Service at the core

We have always believed that our job is to make life easier for our customers. That means more than just producing a good product, it’s about helping them secure and complete work efficiently.

Short lead times are part of that. We know delays can mean lost jobs, especially on projects with tight schedules, so delivering aluminium had to match what installers already expect from us. By delivering both product types from one trusted source, we’re giving installers the ability to say yes to more work without adding complexity to their operations.

The truth is, most homeowners don’t think in terms of ‘PVC-U versus aluminium’. They think about the look they want, the performance they need, and the budget they have. For installers, having the ability to quote across different materials opens doors, sometimes literally.

That’s why I don’t see our aluminium range as a shift away from PVC-U. It’s an expansion of what we can offer, giving our customers more ways to win jobs and grow their businesses.

Looking ahead

If the forecasts are right, we’re about to see more housing starts and a gradual return in homeowner confidence. When that happens, the ability to offer choice – whether that’s value-driven white PVC-U or sleek aluminium for a high-spec extension – will put installers in the best position to benefit.

For us, the move into aluminium is about futureproofing. It’s about making sure that as demand evolves, our customers have the products, the service, and the support they need to succeed. We’re not stepping away from what’s worked, we’re building on it, and I think that’s something we can all feel confident about.