Old soul, new tricks
Amelia Gaughan, head of marketing at Affordable Window Systems, discusses the delicate balance between tradition and innovation at the heart of heritage-inspired product ranges, Timberlook & Decorio.
In an industry climate where fabricators and installers must always be on the hunt for the ‘next big thing’, finding a way to stay innovative while catering to the continuing demand for heritage aesthetics can be difficult.
Juggling classic design and cutting-edge technology requires a delicate balance; a product that leans too heavily on heritage risks falling short of modern performance standards, while one that prioritises innovation might miss the mark with consumers seeking traditional charm.
Yet, at Affordable Window Systems, we’ve hit on a winning formula. When developing both of our heritage-inspired ranges, Timberlook and Decorio, we tried to find the ‘Goldilocks’ of window and door systems: just heritage enough, just innovative enough, just right.
When we started designing the heritage PVC-U range Timberlook, we knew that making truly historically accurate timber windows would result in a product that, while authentic, would be expensive and difficult for consumers to maintain. If we were using real 19th century window manufacturing techniques too, we’d likely end up with a draughty and leaky window!
Instead, we focused on replicating the visual aspects that give timber windows their character – the flush sash style, the thicker cills, the hardware – while incorporating modern materials and manufacturing techniques to ensure performance.
Our use of modern Timberweld joins disguises the use of PVC-U by replicating the look of traditional mortise and tenon joints, while our continuing investment in cutting-edge machinery (such as our new SC6 model Supercut saw centre) boosts both the quality and efficiency of our manufacturing processes.
It was important to us that Timberlook continues to grow alongside changing demands, so we have continued to innovate and adapt the range in the years since its launch. Over the years, we’ve incorporated cleverly concealed trickle vents (the first of their kind on the market) and fine-tuned our manufacturing processes to enable us to offer U-values of just 1.2.
Recognising a gap in the market, we also developed a flush French door system using Aluplast profiles entirely in-house. This unique solution provides our installers with a distinct advantage, enabling them to offer a complete and cohesive product range that sets them apart from competitors.
In balancing heritage aesthetics with modern machinery and manufacturing techniques, we created a range that looks authentically traditional but performs to contemporary standards.
We mirrored this winning formula when it came to designing our new steel-look range, Decorio. At Affordable, we’d already been manufacturing heritage-style aluminium windows and doors for well over two years but, bolstered by the continued success of Timberlook, we knew we could take things to the next level by creating a heritage-style ‘sister-brand’.
Decorio products have been designed to capture the essence of art deco and industrial design. However, unlike traditional steel alternatives, Decorio internal and external windows and doors are crafted from high-quality aluminium, allowing installers to offer homeowners an alternative to steel that is affordable, low-maintenance and resistant to corrosion.
Decorio is a perfect continuation of our balancing act between heritage and innovation. The range of internal and external windows and doors offers the charm of steel without the drawbacks. Our exterior range also incorporates polyamide breaks to significantly improve energy efficiency compared to traditional steel.
As with Timberlook, we plan to continue to refine and adapt our Decorio range over the coming years to ensure that we are continuously keeping the perfect balance of tradition and innovation.
Ahead of the curve
While we’re proud of our heritage-inspired ranges, we’ve never lost sight of the need to stay at the forefront of innovation in our industry. As we continue to evolve, we remain committed to honouring the past while embracing the future of window and door manufacturing.
Our Timberlook and Decorio products are just heritage enough to evoke the charm of a bygone era, just innovative enough to deliver exceptional performance, and ultimately, just right for our customers’ needs.
