Investing for long term growth

Glass Times editor, Luke Wood, talks to Jamie Newall, CEO of Atlas Aluminium (the newly rebranded Real Aluminium Products Limited), which acquired the aluminium businesses of the Customade Group (Real Aluminium and Atlas Roof Solutions) out of administration.

Luke Wood (LW): Atlas Roof Solutions and Real Aluminium were acquired by Real Aluminium Products from Customade in December last year – can you give us some insight into the purchase of these brands, including what it meant for existing employees and customers at the time?

Jamie Newall (JN): Acquiring companies from administration is always a fast-moving process.

While we were confident in the quality of the products, full financial and operational transparency is never guaranteed in these situations. A key part of our decision-making process, therefore, were the impressions we gained from visiting firsthand.

What stood out to both me and our two UK-based private investors was the depth of experience and dedication of the employees at the Stonehouse (Gloucestershire) and Craigavon (Northern Ireland) sites. We now know that over 60% of the staff have been with the company for more than five years, and 32% for over a decade. This level of expertise is invaluable and forms the backbone of the business.

At the time of purchase, understandably, employees were anxious. The acquisitions happened just before Christmas, and many had sensed instability within the group. For customers, the situation was similar. The fenestration industry is close-knit, and many sensed uncertainties, leading them to initially reduce or pause orders.

Once we introduced ourselves to staff, assured them that their jobs were secure, and outlined our plans, they were willing to give us a chance. We’ve engaged openly and constructively ever since, in a personable and professional way, and it’s meant that during my weekly walkarounds, the atmosphere is overwhelmingly positive. Most of the feedback I receive from staff now revolves around suggestions for improving quality and the overall business, something I see as a hugely positive sign.

Likewise, the team and I have been actively engaging with customers, explaining our vision, and demonstrating our long-term commitment to both quality and reliability. Our decision to honour existing warranties and resolve outstanding disputes has been well received and has helped restore trust, bringing many customers back on board.

LW: It’s only been around four months since the purchase, but what have been the main changes initiated to the Atlas and Real Aluminium brands in that time?

JN: The key decision we have taken from a branding perspective has been to combine the two divisions under a single brand, Atlas Aluminium (while our registered company name remains Real Aluminium Products Limited).

This builds on the strong reputation of the Atlas roofing brand while signalling a fresh start under new ownership and management.

It is essential to present a unified company vision to our customers, and our aim is for Atlas Aluminium to be known for its agility, honesty, efficiency, and customer-focused mindset. A lot of work has gone on behind the scenes to deliver on that priority.

On the product development front, we have been making significant strides. Innovation takes time and investment, but we are excited to announce the upcoming launch of a trickle vent integrated into a deeper outer frame for a casement window, eliminating the need for costly and visually unappealing add-ons. This is just the beginning; we have several other developments in the pipeline and look forward to introducing them throughout 2025 and beyond.

LW: Where do you see Atlas Aluminium in the medium to long term?

JN: We have an exceptional team, with deep industry knowledge and experience.

With the investments we’re making, we are confident in re-establishing Atlas as the leading aluminium brand, not just for roofs, but for windows, bi-folds, and sliding doors as well.

Our investors have created a strong foundation for the new management structure to succeed in. With significant experience in turning around high-potential companies, they are active, passionate participants, ready to invest further capital as the business regains stability.

They are committed to the long haul, and recognise that building a strong, sustainable business takes time and believe in the value of investing in people, products, and processes. This long-term approach ensures that Atlas Aluminium is well-positioned for steady, sustainable growth and leadership in the UK aluminium market.

LW: Aluminium products have grown in popularity. What is your current overview of the market, and why do you think aluminium products represent such a strong opportunity for installers?

JN: Aluminium products have many well-known key advantages: durability and longevity, lower carbon footprint, recyclability and better thermal break technology (U Values i.e. thermal transmittance).

With the UK government’s focus on housebuilding and stricter environmental regulations, aluminium products are better positioned than PVC to meet evolving standards.

Additionally, consumer preferences are shifting toward sleeker, slimmer sightlines that allow for more glass without compromising on security, an area where aluminium excels. It offers both aesthetics and strength, making it a compelling option for modern fenestration.

LW: There are a number of well-established companies offering aluminium and a growing number of aluminium brands in the UK. What is Atlas Aluminium’s position in the market and what does it offer customers that they can’t get from other suppliers?

JN: We are currently one of the leading fabricators of the Smart Aluminium system in the UK.

Through continuous improvements in quoting, manufacturing, systems, processes, packaging, and customer service, we aim to strengthen this position and expand further.

We firmly believe that Smart Aluminium strikes the best balance between quality and value. While there are cheaper and dearer systems, Smart delivers the most compelling value proposition.

However, it’s important to recognise that not all Smart fabricators are the same. A window, bi-fold, or sliding door isn’t just about the profile, it’s about the locks, gearing, and hardware/furniture. Our Atlas Aluminium Smart range entry level starts at a higher standard, featuring 3-star cylinders and high-spec locking gear (PAS 24 compliant), with best-in-class packaging for product protection.

Beyond this, we offer exclusive products, particularly the Atlas Roof System, which includes lantern, flat, lean-to, and conservatory roofs, all with market-leading design features. We have also launched a major update project for the Atlas Roof and look forward to unveiling these improvements later this year.