The importance of heritage in an economic downturn

As the market changes and demand slows, Glass Times speaks to Roseview director Mike Bygrave about the role of heritage windows in a more difficult economic climate.

It’s now clear that the extraordinary levels of demand we’ve seen over the last two years are falling back. Across the home improvement and glazing industries enquiries and sales are dropping to pre-pandemic levels or lower.

We know the reasons why. In 2020 and 2021 homeowners had excess money to spend, so many turned to home improvements. This year as things returned to normal, more spending options became available – holidays being the most obvious. Quite simply there are more things competing for the consumer’s pound.

But there’s more at play here, based on a new level of economic uncertainty. Huge increases in energy prices, caused initially by the situation in Ukraine, are headline news.

This has a double impact as homeowners worry about their incoming bills while material prices increase to cover the cost of production. Interest rates have started to increase, which will impact the spending power of those with mortgages.

The talk now is of when, not if, a recession will come.

All of this leads to the decrease in consumer spending and confidence we’re seeing now. It’s in stark contrast to what our industry was experiencing just a few months ago.

A safe harbour

Fortunately, history shows us that when overall demand drops in the glazing industry, heritage products tend to be protected.

Roseview has been operating exclusively in this market for more than 45 years, servicing thousands of installers across the UK. We’ve seen several recessions and downturns come and go, and each time our trading figures show that demand for high-end sash windows remains strong when compared to other window products.

The reason for this is simple; in general terms the homeowners interested in high-end sash windows are themselves better protected against recession. As a demographic they tend to be wealthier, older and mortgage-free, and living in older properties. In short, they retain their spending power when others don’t.

The right products

Installers looking to access the high-end heritage market need to be armed with the right products. And whether it’s bi-folds, flush casements or sash windows, it’s the details that really matter.

Using Roseview’s Rose Collection product suite as an example, we offer three models of sash window. Our most budget-conscious model is Charisma Rose, which is ideal for new builds and modern homes that aren’t sensitive to heritage considerations.

It’s a great window, but it isn’t the right one for the current market. That may seem counter-intuitive given that it’s cheaper, but price isn’t the key consideration. Buyers in this market are looking for genuine heritage style and authenticity.

This is where our high-end, conservation-grade model thrives. Ultimate Rose has been designed from the ground up to perfectly match an original sash window. It has ultra-slim sightlines, true sealed mechanical joints and genuine seamless construction, where all the tell-tale PVC-U caps and shadow lines have been removed.

It also offers options that allow consumers to personalise. For Victorian (or older) homes, there’s a 50mm deep cill to replicate the deep hardwood cills seen on original windows. It also has an internal staff bead, which is removable to allow the sashes to tilt, but which has been designed not to block internal trims and architraves.

It’s the model with the most innovation built-in, including features soon to be launched. Watch out for our new ‘seahorse’ sash horn option and our chamber filler, which covers the recessed external balance chambers to give a smooth, timber-like face while still allowing the top sash to slide. Both features are being released before the end of this year.

Steer the right course

It’s clear that the economic climate is already making things more challenging for our industry. Companies that have thrived over the last two years can already see the change as leads and sales dry up.

But those who recognise that there is a precedent here – and who adapt accordingly – will not just buck the trend, they’ll thrive. There’s a market out there; you just need to be in a position to exploit it.