Sam Nuckey, managing director of Window Ware, explains why being agile in an inconsistent market will define success in the next 12 months.

If there’s one word to describe trading in the last 12 months, it would be “mixed”, which probably won’t come as a surprise to anyone operating in our industry. We’ve seen clear contrasts across the market, with some businesses exceptionally busy and others noticeably quieter than in previous years. That inconsistency tells its own story.

It underlines that success today is less about market conditions alone and more about the decisions businesses have made over time. Strategy and positioning are playing a far greater role in determining performance than any broad market trend.

Looking ahead, the market isn’t about to hand out easy wins. Trading conditions are likely to remain broadly similar to 2025, and businesses will need to work hard for growth. At the same time, we can’t ignore the wider economic backdrop.

Ongoing geopolitical tensions, including the conflict in the Middle East, have the potential to impact supply chains, costs and confidence, so it’s vital to remain agile and focus on what you can control.

The most successful companies are those that understand their customers, recognise their own strengths and build a clear, consistent strategy around both. And don’t forget that periods of slower demand can also be valuable if used correctly. They can offer an opportunity to step back, reassess your business model and refine your offering.

That kind of reflection is often what positions companies for stronger, more sustainable growth when conditions improve.

At Window Ware, we’re approaching the next 12 months with cautious optimism. A major priority for us is the integration of BJ Waller into our operations. Bringing the business into our facility and aligning it with our service standards will create a strong platform for future growth.

Beyond that, our focus is on strengthening our presence across multiple material sectors. While we have a well-established position in PVC, there’s significant opportunity in aluminium, as well as a growing foothold in timber with BJ Waller. Our ambition is to build a truly comprehensive hardware offering that supports our customers across the board, whatever the wider landscape brings.