Introducing Vial – the premium aluminium solution

The Vial range of premium quality, high specification aluminium windows and doors has been launched in the UK, a product offer that has been introduced for installers who are looking to target lucrative sales at the top end of the new build and home improvement market.

Manufactured and supplied by a long-established, family-owned Greek fabricator of the same name, the Vial range was recently showcased for the first time in the UK at the Homebuilding & Renovating show, and received an extremely positive reaction to its portfolio of aluminium patio and bi-fold doors, windows and entrance systems.

Such positive feedback was a confirmation to Vial of its passionate belief of the market opportunity that exists for a competitive, but ultra-premium aluminium range for installers who are looking to enhance their existing, traditional mid-market aluminium offer.

Recognising the need for senior UK industry knowledge and experience, Vial has enlisted the support of industry veteran Steve Halford, who with business partner Ian Frost, is assisting with the establishment of a comprehensive but exclusive installer partner network across the country, with a clear and specific understanding of the type of industry partner sought.

Steve Halford commented: “Numerous industry reports have highlighted that aluminium has continued to rise in popularity over recent years and despite more challenging trading conditions generally in 2024, we can see that demand is still relatively strong at the mid to higher end of the market for more premium fenestration solutions – including aluminium.

“With this in mind, Vial is not being introduced to take advantage of any volume sales in aluminium in the UK market, but rather it will appeal to businesses who are attracted to an exclusive, high performance product range – one that can bolster an existing portfolio – with a particular focus on the very top end of the UK market.

“We are now working to establish a network of installer partners who are looking for a unique and premium aluminium product range,” continued Steve.

“The aim is to introduce and develop the Vial range, supported by a high-quality service that is in keeping with the products themselves.”

Glass Times editor, Luke Wood, talked to Vial’s George Theodoris, to find out more about the Vial range and the reasons for introducing it to the UK market.

LW: What was the inspiration for exhibiting at the UK Homebuilding & Renovation Show in the first place?

George Theodoris: We had already established a good base in the Midlands with some great representation, and through conversations with Steve and Ian, we were looking at ways to expand our client base.

So, we decided to participate in a high-profile UK exhibition that would help us demonstrate what we had to offer to the market, and really emphasise to our existing sales network and their clients the fact that Vial is not just ‘passing through’ the UK market – we are here to stay.

LW: You have been established in Greece as a family business for over 50 years – can you explain some of the main differences with the Greek market and any advantages this may bring to the UK?

GT: Greece has a long tradition of aluminium doors and windows, and despite the fact that aluminium products are typically three times more expensive than the PVC-U alternatives, Greek consumers are far more familiar with this style of product.

The weather conditions in Greece are probably the most obvious difference between the two markets – and this has a clear impact on the choices of consumers – and construction regulations are also, in general, much stricter as we have major earthquakes very frequently.

With all this in mind, Vial products are designed to the highest European standards and specifications for thermal and acoustic insulation, as well as for aesthetics and durability.

Vial, in cooperation with Alumil, which is the system supplier for Vial, has a large list of high-end products that are designed to combine maximum quality with competitive prices.

So, with Vial doors and windows, we want to bring to the UK market products that allow buildings to be as energy efficient as possible, combined with slim sight lines that allow the maximum amount of light into the interior.

Our product design gives architects and specifiers even more opportunity to cater for end user demand for large openings into buildings with as much glass as possible. That means we can manufacture products up to 4m high and 14m wide – sizes that really underline the impressive performance parameters of our range.

LW: In addition to large expanses of glass and slim sightlines, energy efficiency is also a big selling point for UK consumers – how do Vial products perform in this respect?

GT: The Vial range has been engineered to deliver outstanding energy efficiency performance and can already deliver U values as low as 1.1 W/m²k.

However, thanks to our strong working relationship with Alumil, we have the resources to work with UK partners in order to further enhance energy efficiency of the range, which is another key reason to partner with us ahead of the Future Homes Standard in 2025.

LW: What are the lead times for Vial products in the UK?

GT: Our delivery times depend on the choices of the client.

Lead times will be dependant on the coating, the type of window and the transportation method – but for most orders it is between six to nine weeks.

LW: Do you think there may be an issue with sustainability, if products are being manufactured overseas and shipped to the UK – compared to UK domestic systems that might have a smaller carbon footprint?

GT: Sustainable operations are very important for us, and also for our system supplier, Alumil. In collaboration with the Centre for Sustainability and Excellence, Alumil has designed a three year Environmental, Social and Governance (ESG) plan as part of its goal to promote sustainability.

As one of 35 listed companies in the Athex ESG index of the Athens Stock Exchange, its commitments focus on the pillars of environment, social engagement and corporate governance, aiming at specific and fully measurable results.

This includes reducing carbon emissions by 12% and net zero carbon by 2030, an aim of zero waste by 2030 and to increase renewable energy by 38%. It also has a commitment for all aluminium profiles in architectural use to consist of at least 60% recycled aluminium.

LW: What criteria are you looking for with potential installer partners in the UK?

GT: Primarily, they need to understand the quality of our products, and also to demonstrate the highest level of installation standards.

They must also be prepared to act as a consultant to the client and find the best possible solution for their needs.

LW: What is your vision for Vial in the UK in the medium to long term – and will you be exhibiting at the 2025 FIT Show?

GT: Our main vision is to establish our place in the UK market as a high quality brand that offers solutions that are unique in performance and design – and yes, it is our intention to participate in the FIT Show every year, from now on.

For more information contact Ian Frost on: 01244 263998.