Offering true choice in colour

Direct Trade, a nationwide Veka fabricator since 2005, has further strengthened its long-standing relationship with the system house by signing a new 10-year supply agreement earlier this year.

This milestone cements more than two decades of partnership and according to Veka, demonstrates a shared vision for delivering premium PVC-U products to the fenestration market.

At the heart of this collaboration lies a mutual understanding of what installers and homeowners truly need when it comes to colour choice. In a market where some suppliers are said to push an ‘ever-expanding palette’ of shades that complicate production and overwhelm customers, Direct Trade and Veka say they are committed to something different: clarity, reliability, and relevance.

A fabricator’s perspective

Mark Powell, sales director at Direct Trade (Yorkshire), explained: “Whilst others flood the market with endless shades and finishes that confuse customers and complicate supply, we know our customers can trust us to deliver something different.

“True choice isn’t about how many colours you can offer – it’s about delivering the right colours: tested, trusted, on-trend with market demands, and available when our customers need them. That’s what gives installers the confidence to sell and homeowners the assurance they’re making the right choice.”

Direct Trade’s own order book is said to reflect this point. Their two most requested foil colours today are anthracite grey and agate grey, with rosewood and beck brown following closely behind. This pattern mirrors broader consumer preferences, where greys and darker tones continue to dominate the market.

Veka innovation

Veka’s recent investment in Feinstruktur foils has been developed precisely with today’s market demands in mind. Feinstruktur introduces a finely textured surface finish that Veka says offers a look and feel that cannot be replicated elsewhere in the industry.

“This exclusivity is a powerful tool for Veka installers, giving them something genuinely unique to present to homeowners,” explained Mark.

“In a competitive landscape where many products can appear similar at first glance, having access to finishes that are both on-trend and unavailable from rival systems suppliers creates a tangible point of difference. Homeowners are increasingly influenced by the premium aesthetics they see in aluminium products, and Feinstruktur provides a way to mirror that desirable finish in PVC-U – combining contemporary design with all the benefits of durability, thermal performance, and affordability that PVC-U delivers.”

By offering Feinstruktur anthracite grey and Feinstruktur black as stocked colour options, Mark adds that Veka installers don’t just have access to an exclusive product, but one that it is also readily available and supported by the reliable delivery standards the brand is known for. This means installers can respond to customer demand quickly, without the long lead times that can put projects at risk.

Being able to say “this finish is only available through Veka” elevates the conversation with homeowners, enabling installers to build trust and close sales more effectively.

And when paired with Veka’s exclusive Omnia double flush system, Feinstruktur foils unlock even greater opportunity.

Setting the standard

Amy Steven, sales director at Veka, comments: “We’re proud to support long-standing partners like Direct Trade with a colour offering that is as forward-thinking as it is practical. Our aim has never been to flood the market with choice for choice’s sake, but to deliver finishes that are proven, on-trend, and backed by the reliability Veka is known for.

“With the introduction of Feinstruktur foils and our exclusive systems like Omnia, we’re giving fabricators and installers the tools they need to stand out and succeed.”

For Direct Trade and Veka, true choice is not measured by quantity but by quality and relevance. By combining a carefully curated colour portfolio with exclusive innovations and dependable delivery, they are helping installers thrive in a demanding marketplace – and ensuring homeowners benefit from products that meet their style expectations without compromise.

This approach, underpinned by a 20+ year partnership and a new 10-year supply agreement, demonstrates how collaboration between fabricator and systems supplier can deliver lasting value to the fenestration trade.