Installers ‘squeezed’ on premium products

Market analysis from Tommy Trinder points to a softening in prices for what were once high-margin staples like flush casements, vertical sliders, and bi-folds.

A deep dive into more than 210,000 quotes created over the past six months by 700 of the UK’s leading window installers reveals a shift in the dynamics of the window and door market and suggests that profit margins are tightening, particularly at the top end.

Chris Brunsdon, CEO of Tommy Trinder, commented: “As the cost-of-living crisis deepened during 2023 it was homeowners under 50, those juggling mortgages and major outgoings, who were first to pull back on spending. Entry-level window options began to lose appeal, and the collapse of names like UKWDG and Safestyle signalled that selling cheap, white PVC-U was no longer a sustainable model.”

In response, Chris adds that forward-thinking installers pivoted quickly. They expanded their offerings, leaning into premium products. This trend was mirrored in the Tommy Trinder platform, where quotes for aluminium, timber, and high-spec PVC-U surged. Once-niche options like flush casements, vertical sliders, and bi-fold doors moved into the mainstream.

“As more installers began offering high-end choices, competition increased, and we saw prices starting to drop,” said Chris. “While the volume of aluminium products quoted has remained stable, their overall share in terms of value has dipped – from 35% in 2022 to 29% now. We’re also seeing similar downward trends in flush sash and box sash windows. And bi-fold doors? In some areas our data suggests they’re being fitted for less than £1,000 per leaf – a historic low.”

In essence, many firms are being pushed to offer more complex product lines simply to maintain sales levels.

Despite a tightening market, Tommy Trinder report that demand for their software remains strong; more than 200 installation firms have switched to using the platform for their quoting so far in 2025.

“The pressure is on to work smart, not harder,” Chris noted. “Installers are searching for tools that elevate their brand, impress homeowners, and help position them as trusted providers. That’s exactly what Tommy is built to do.”