Looking back on 2024
Amelia Gaughan, head of marketing at Affordable Window Systems, reflects on the company’s successes and challenges over the past 12 months.
Every journey is made of ups and downs – and as we reflect over the last 12 months, it’s clear that 2024 was made up of plenty of each.
With many high-profile insolvencies, an ongoing skill shortage, and ever-present economic challenges, it’s safe to say that this industry has had its fair share of challenges over the last year.
However, as we reflect on 2024 at Affordable, there is much to be proud of. I firmly believe that the key to our success has been our ability to anticipate and meet the needs of installers.
Responding to installer demands
At Affordable, we’re firm believers in staying adaptable. The foundation of our successes throughout 2024 was our understanding of what installers need to thrive in today’s market.
We recognised back in 2017 that the heritage trend wasn’t just a passing fashion – it represented a fundamental shift in consumer preferences. And so we developed Timberlook, our timber-effect PVC-U flush sash system. The numbers tell their own story: since 2018 we’ve manufactured over 200,000 Timberlook products.
When we developed our Timberlook range, we paid close attention to what installers were looking for – authentic joins instead of PVC-U welds, woodgrain finishes and traditional hardware.
We’ve continued to listen to our installers ever since. 2024 saw a wave of new developments to the Timberlook range; we launched our popular Timberlook installer pack, introduced a new midrail section to our Timberlook flush doors, and we’ve discovered a way to reroute internal trickle vents to avoid plaster lines.
Responding directly to our installers has paid dividends. We’ve been able to increase the number of staff working on our Timberlook range by 10% over the past couple of months alone, enabling us to increase capacity on our flush windows by 15%.
But we didn’t stop there. 2024 was also the year that we launched Timberlook’s sister-brand – Decorio.
Steel-look aluminium
Our insight into the industry drove our decision in 2024 to launch Decorio, our steel-look aluminium range, as a perfect complement to our established Timberlook range.
Decorio emerged as a direct response to the growing demand for art-deco and industrial aesthetics. We knew installers needed a cost-effective alternative to real steel that didn’t compromise on visual appeal or performance.
The range encompasses both internal and external doors and windows, giving installers the ability to capitalise on the booming heritage market without the substantial costs associated with traditional steel products.
The launch of Decorio as a sister brand to Timberlook means our installers can now offer two distinct heritage ranges to their customers, and can cater to a huge variety of both contemporary projects and heritage restorations.
We’re particularly excited to showcase the Decorio range at FIT Show 2025, where visitors will be able to see first-hand the quality and authenticity of our steel-look products.
The past year has demonstrated that even in challenging market conditions, there’s always room for growth when you focus on meeting installer needs with innovative, practical solutions. At Affordable Window Systems, we’re proud of what we’ve achieved in 2024, and we’re looking forward to supporting our installers’ success throughout 2025 and beyond.
As we move into a new year, we’re incredibly excited about what lies ahead for both our Timberlook and Decorio ranges.
Our newly launched Decorio range is already generating significant interest, and we’ll be expanding this collection based on installer feedback and market demands. At Affordable Window Systems, we’ve always believed that our success comes from truly understanding what our installers need. By maintaining close relationships with our customers and keeping our ear to the ground, we‘re confident that 2025 will be another exceptional year of growth for Affordable.
