Switch to success
Amelia Gaughan, head of marketing for Affordable Windows Group, explains how installers can benefit by switching to a supplier that provides extensive support beyond just products.
There was a time in the not-so-distant past when a supplier was just that – a supplier. Installers would place an order, receive products, and that was it. But those days are long gone.
Today’s fenestration market is more demanding, more competitive, and frankly, more unforgiving than ever before. Building regulations are tightening, customer expectations are rising, and profit margins are under constant pressure. In this environment, installers don’t just need products – they need partners who are genuinely invested in driving their business forward.
As a leading UK supplier with decades in business, at Affordable Windows Group we strive to be a supplier with a difference. This matters now more than ever, and with the recent launch of Decorio, our steel-look aluminium range, we’re arming our customers with another tool to help them succeed in a tough market.
Design driven by demand
At AWG, our product lines have always been driven by our experience in the industry and our knowledge of what consumers are looking for.
Marketing directly to consumers has given us a huge advantage over the years – we recognised consumer demand for an authentic wood-effect PVC-U system and developed our popular Timberlook brand in 2017.
More recently, when we saw demand rising for steel-look systems, we got to work to build a range that would empower our installer partners to capitalise on this emerging trend. The end result is Decorio, a steel-look aluminium window and door range that caters to the art-deco and industrial design that is captivating homeowners.
Decorio, like popular wood-effect sister-brand Timberlook, reflects years of market research and installer feedback. We recognised that while customers increasingly demand the industrial-chic aesthetic of steel windows and doors, they don’t want the drawbacks (and the cost) that come with actual steel systems.
The collection includes both external windows and doors designed for heritage renovations and new builds, plus an internal range perfect for commercial fit-outs and residential projects requiring that distinctive 1930s art-deco appeal.
Our range continues to evolve in response to installer feedback, as our latest addition (a beautiful Decorio bi-fold door) shows.
For installers, this means access to lucrative markets – from listed building renovations to high-end office partitioning – without the usual complications. Decorio’s aluminium construction delivers thermal performance 160 times better than steel, translating to real energy savings for customers and compelling selling points for installers.
There’s no rust, no rot, and minimal maintenance requirements, which means fewer callbacks and warranty issues.
Our recent exhibition at 2025’s FIT Show gave us an opportunity to show trade customers just how thin Decorio’s aluminium frames are, alongside our striking colour range and hardware selection. Whether you’re targeting period renovations or contemporary projects requiring statement glazing, Decorio gives you the tools to confidently approach premium projects with a practical solution.
Free leads
Beyond simply supplying products, at AWG we’re keen to support our installers and invest in their success for the long term.
Our free in-house lead generation programme, which proved hugely successful with Timberlook, is now available to all Decorio installers. This support continues throughout the entire process. We offer ongoing support during the sales process, backing you up with detailed specifications and technical expertise when you need it most.
Our homeowner-focused website and brochures simplify presenting Decorio to customers, while our newly-added trade section of the website gives installers access to any technical details they need at the click of a button.
Significant investment in vehicles and central distribution has enabled speedy nationwide delivery for our customers. We’re also adding Decorio to the Tommy Trinder platform, hopefully going live early next year. This will allow installers to quote and order directly from the app, streamlining the process from enquiry to order.
Switch to success
The fenestration industry continues to evolve at pace, and the installers who’ll thrive are those who recognise that their choice of supplier shapes their potential success. At AWG, we’ve built our entire business model around installer success because we understand that when our installers succeed, we succeed.
From lead generation to cost-effective systems that tap into growing heritage trends, we’re here to remove the barriers that hold installers back.
The days of suppliers simply supplying are over. The focus for installers today should be on partnering with a supplier who can help drive success. In today’s competitive market, that choice could make all the difference.
