A 20-year partnership of innovation, sustainability and growth
Coral Windows has built a 35-year legacy as one of Yorkshire’s most established home improvement firms, and its 20-year partnership with systems company Deceuninck is said to have been central to that success.
Founded in 1990, managing director, John Valente, came into the industry through joinery, later gaining experience in sales, finance and manufacturing.
“I’ve worked across trade and retail, in timber and PVC-U,” he said. “It gives perspective on what matters to installers and to homeowners.”
Today, Coral focuses primarily on the retail market, while also taking on contracts for schools, colleges and commercial premises. Over time, it’s built a reputation for reliability, innovation and customer service.
Shared focus, shared success
Coral began working with Deceuninck in 2004. “What stood out was how forward-thinking the business was, and still is,” John explained. “They had big plans and have always backed them up.”
Over the past 20 years, Deceuninck has supported Coral across tooling, marketing, product development and more. “They’ve helped us in so many ways it’s hard to quantify,” John said. “What’s always been consistent is their honesty, and how easy they are to deal with.”
The partnership is underpinned by shared values, particularly around sustainability. “Deceuninck’s environmental targets, like reducing CO₂ by 60% by 2030, give us real talking points with customers,” continued John. “People want better performance, but they’re also thinking about the bigger picture. That alignment is important.”
Innovation remains a key part of Coral’s growth strategy. The company’s exclusive SmartFrame technology, for example, integrates with ERA’s Smart Hub to offer live monitoring, tamper alerts and instant notifications through a dedicated app.
“SmartFrame’s been a great success for us,” said John. “It gives us something different in the market. And Deceuninck’s profiles gave us the flexibility and strength to bring it to life.”
Deceuninck’s broad colour offer, which includes 30+ options from stock and more available to order, has also played a part in Coral’s retail performance. “Coloured frames and flush sash are only going one way – up,” John continued.
“People want choice and design freedom. Colour lets them personalise their homes, and the demand’s there.”
Coral’s customer-first ethos is also reflected in its long-standing no-deposit, no-stage-payment policy. “It’s about trust. We do the work, then take payment,” John said. “Simple as that.”
2025 and beyond
“We’re ahead of this point last year, and that’s encouraging,” revealed John. “It’s not a boom market, but we’ve got strong repeat business and we’ve stayed focused.”
With the second half of the year now well underway, Coral is focused on building momentum. “We’re always looking for new products and innovations to expand our portfolio,” John explained. “Our latest addition is the Triple Track sliding patio; it’s where the market is heading, and Deceuninck’s support helps us stay ahead of the competition.”
With 35 years of experience and a trusted supply chain in place, Coral is approaching the future with confidence.
“We’ve always backed our service, backed our people, and partnered with suppliers who do the same,” John concluded. “That’s how you keep moving forward, and we’ve no intention of slowing down.”
