The full package
Glass Times talks to AJ Hassanali, director of aluminium trade supplier, Direct Trade Windows.
In an increasingly competitive market, a quality product offering matched with competitive prices and quick turnaround times – as well as dedicated customer support – is a valuable offer.
And suppliers who can offer ‘the full package’ are understandably in high demand.
“There’s been massive disruption throughout the entire supply chain over the past two and a half years, but those who invested carefully and maintained a commitment to both product quality and customer service are now the ones being sought after,” comments AJ Hassanali, director of Direct Trade Windows, a Slough-based aluminium trade supplier with a two-decade history.
“For 22 years, we’ve been dedicated to expertly manufacturing a wide range of premium products, maintaining stable turnaround times, and providing outstanding customer support.”
Premium product offering
Originally manufacturing PVC, Direct Trade Windows opened its doors in 2000, and has since come on leaps and bounds. Today, the supplier now manufactures steel-look aluminium, and works from a state-of-the-art 50,000ft2 factory.
Since switching to aluminium, Direct Trade has always supplied a wide range of Smart products, including the Smart Alitherm Heritage range, Smart AluSpace interior doors, VS600 aluminium vertical sash windows, Smart EcoFutural commercial windows, as well as Visofold 6000 slim bi-folds.
In 2018, the company added Cortizo products to its offering, including casement windows, the COR Vision plus sliding door, and 4600 lift and slide.
“With such a wide product offering, we’re able to cater for growing demand for premium products, ensuring our trade customers are always able to get what they need, when they need it, and stay ahead of the competition,” says AJ.
Reliable service
Set up with state-of-the-art CNC machining, cutting and crimping machinery, and a 180-degree angle cutting machine, all manufactured by Italian machinery supplier FOM Industrie, AJ adds that Direct Trade Windows is well set up for streamlined fabrication.
AJ explains: “It’s this investment in a host of machinery that’s enabled our team at Direct Trade Windows to manufacture a range of products that have a reputation for being difficult and time consuming to make – the average fabricator takes a day to manufacture a Smart door, while we can do it in four hours.
“Streamlining processes also means we’ve been able to maintain an eight-week lead time, ensuring our customers never fall behind.”
Customer support
In addition to product quality, it’s vital that suppliers help their customers where they can, and it’s this commitment to customer support that AJ attributes to the success of the past 12 months, Direct Trade Windows’ most successful year yet.
The company has invested heavily in software solutions, the first of which is a quoting app that can also be used to provide installers with sales support and infrastructure.
The app not only provides informed quotes but is also able to share leads with customers in addition to providing them with technical support when they need it.
The company has also invested in unique software solution Air Table, which allows clear visuals of ongoing factory processes at any given time, helping Direct Trade to provide more accurate delivery times to its customers.
AJ explains: “Air Table was designed by our own developers to manage processes and immediately flag up any issues such as delivery delays, meaning our customers are always kept up to date with extremely precise information.
“The system is also accessible at all stages of manufacturing and is completely automated, eliminating the need for reams of paperwork and further streamlining our processes.”
Investment in excellence
“Over the past few years, we’ve invested heavily in developing our processes in order to deliver the best service possible,” concludes AJ.
“I’m incredibly proud of how far Direct Trade Windows has come, and to see the company become one of the UK’s leading aluminium trade suppliers.
“For your next aluminium project, consider Direct Trade Windows as your ideal supplier – we promise we won’t let you down.”