We talk to Deceuninck’s MD Rob McGlennon to discuss why projects with heritage features are commonplace today, and why they are so important.

In most window and door showrooms around the UK, the typical homeowner will be faced with an array of window styles in a wide range of finishes.

While window designs and colours were expanded to meet the modern needs of homeowners, the design elements rely heavily on heritage features, and for good reason according to Deceuninck’s MD Rob McGlennon.

“The housing stock in the UK is old,” he says. “While 2.3 million owner-occupied homes were built since 2003, 4.7 million owner-occupied homes were built before 1919. This continues to have a profound effect on how we design windows and doors – maintaining the character of buildings is increasingly seen as important, which is a trend that continues to grow.”

This interest in period features, and a move away from the white storm casement window as a one-style-fits-all approach to refurbishment, is having a positive impact on the specification of windows and doors at a time when the overall market is beginning to slow, and which could put forward-thinking fabricators and installers in an advantageous position, according to Rob.

“It wasn’t that long ago that if you thought ‘heritage’, you thought specialist products that would be difficult to source and would put a significant dent in the budget,” Rob says. “But that is simply no longer true.

“In fact, if you can’t offer the features associated with heritage products – such as flush sashes, heritage detailing, and a wide colour choice – then you are closing the door on a significant flow of new business.

“In addition to this, we are seeing orders for windows with heritage features that would have traditionally gone to the timber sector. So not only are our customers picking up work where homeowners are replacing first or second-generation PVC-U windows, but they are winning over traditional timber projects because the product offer is so compelling.”

Underpinning both routes to market is a commitment to energy efficiency, sustainability, colour, aesthetics, and security. Homeowners also increasingly appreciate the character of their homes and are installing products that fit in with the age and the character of the property.

For example, sales of Deceuninck’s flush products continue to rise, and now account for more than 40% of all products sold.

“We are working on the basis that our flush casements are being sold into properties where the alternative would have been a timber window,” Rob says. “While we have marketed on this idea, we’ve known that flush sash windows with mechanical joints and modern foils are typically an aspirational choice for PVC-U upgrades rather than genuine timber alternatives. But that has changed.”

Consumer research commissioned by Deceuninck and conducted by YouGov found that 62% of homeowners prefer flush windows to storm casements. In comparison, only 33% expressed a preference for a traditional storm sash, with a further 5% undecided.

The YouGov survey found that while flush casements had universal appeal regardless of age, they were most popular among those in the 35-44 age group – the preferred choice of 69% of respondents in this age grouping. Since this is a key demographic for the window industry going forward, everything points to continuing growth in flush casement sales.

Combined with colour options it shifts the conversation with the end user away from one driven by price, to one driven by aesthetics and design.

“And now that we are convinced that the potential market has expanded to beyond PVC-U replacements to include timber window replacements, the opportunities to add value and increase margin has never been greater,” Rob says.

Deceuninck launched its Heritage flush sash window in 2016. It combines subtle balanced aesthetics, replicating traditional timber windows with advanced thermal performance achieving WER of as high as A⁺⁺ and U-values as low as 0.90W/m²K. Airtightness is Class 4, Water tightness Class E900, Wind Resistance AE2400.

PAS24 tested and Part Q approved, the flush sash can be fully welded or mechanically jointed and comes with a night vent facility, Georgian bar option and choice of traditional ironmongery.

Deceuninck added a dedicated open-out flush door sash alongside its flush window offer at the end of 2019. Fully suited with the system leader’s Heritage 2800 system, it achieves U-values as low as 1.0W/m²K and DER A rating.

It’s also PAS24 approved and can be welded or mechanically jointed.

“A traditional design, underpinned by modern performance, is vital if products are expected to remain relevant as the demands of homeowners change,” Rob says. “Since we’ve been following the market closely, our customers are already prepared.”