Inside and out
Amelia Gaughan, head of marketing at Affordable Windows Group, explains how the internal and external Decorio range is opening new opportunities for installers riding the steel-look wave.
When Affordable Windows Group noticed the surge in demand for industrial and art-deco aesthetics, it recognised a significant opportunity for their installers.
While many high-end renovations feature steel-framed doors and screens, steel remains expensive and inaccessible for many homeowners. This market gap inspired the Lancashire-based fabricator AWG to develop Decorio, a low-maintenance aluminium alternative that delivers authentic industrial aesthetics at a more accessible price.
The internal and external Decorio collection (encompassing doors, windows, sliders, and screens) provides trade professionals with a valuable portfolio addition – complete with the marketing support and first-rate service that has made Affordable a trusted industry partner for decades.
Understanding consumer desires involves recognising how trends adapt to lifestyle changes.
Open-plan homes gained momentum in the 1950s, and have been a mainstay of design ever since. However, the 2020 pandemic changed things. With more people working from home, the boundary between personal and professional life blurred, creating demand for multi-purpose spaces.
By extension, this means increased demand for internal doors and screens that zone open-plan interiors. However, homeowners often aren’t willing to sacrifice natural light or flexibility.
“This is where the versatility of Decorio’s internal range really comes into its own,” notes Amelia Gaughan, head of marketing at Affordable Windows Group. “Homeowners prioritise flexible layouts that offer both open-plan spaciousness and the option for defined zones via internal doors or partitions. Decorio’s internal range is an elegant solution for dividing space without sacrificing light or style.”
The Decorio internal sliding door proved particularly popular at AWG’s recent FIT Show 2025 stand: “Installers were impressed by the slim profiles and space-saving design compared to traditional hinged doors,” she explains.
“We’ve seen the industrial steel-look trend really strike a chord, and our sleek, slim-profile internal collection with sliding door options gives installers the perfect solution for delivering this style even in smaller spaces.”
Yet the popular internal Decorio collection is just one part of Affordable’s range, designed to help installers create cohesive aesthetics inside and out.
External doors with character
Recognising the need for a comprehensive toolkit for installers, AWG developed Decorio as a versatile internal and external collection.
Accordingly, the Decorio range features thermally-broken aluminium external doors in single and French styles. These come with customisable ultra-slim transom sections and a wide array of hardware, spanning traditional art-deco to minimalist contemporary designs.
“Feedback indicated that clients often want a consistent aesthetic across both internal and external elements,” says Amelia. “By developing Decorio as an internal and external collection of windows, doors and screens, we enable installers to offer a cohesive design aesthetic throughout projects – something that can significantly strengthen their market position.”
Affordable’s expertise lies in offering heritage-inspired styles that meet homeowner demand. The new aluminium Decorio range builds on the success of Affordable’s PVC-U wood-effect range, Timberlook.
This has allowed Affordable to replicate Timberlook’s winning formula: “We recognised the success of Timberlook and applied the same principles to Decorio. Our flush window range was extremely popular but homeowners wanted a cohesive look, so we developed our Timberlook flush door system to support our installers in winning new projects.”
For Affordable, installer support means free lead generation, comprehensive marketing materials and outstanding customer service, but (perhaps most importantly) it means listening to installer feedback.
“Our Timberlook flush door system was recently updated with a new mechanical midrail section for an even more authentic look,” explains Gaughan. “We showcased our new Timberlook midrail section alongside our Decorio range at the FIT Show and the response was overwhelmingly positive.”
