Today’s window and door market faces big challenges. Some businesses have closed. Higher taxes and global uncertainty make things hard. Yet, there are positive signs: average order values rose by 62.5%, and both leads and sales went up by 10% in early 2025 . This means buyers are ready to invest again—but they want value and innovation.
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1. Sales: Focus on Differentiation
• Offer Premium, Energy-Smart Products. Demand for basic white PVC-U windows has collapsed among younger homeowners. Instead, promote aluminium, timber, or high-end PVC-U options with top-rated energy efficiency. For example, show how a premium triple-glazed window can save €200 per year on heating bills.
• Bundle Services and Upgrades. Create packages that include professional installation, a 10-year warranty, and a free energy audit. Customers feel they get more for their money and you protect your profit margins.
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2. Marketing: Highlight What Matters
• Use Strong Numbers. In your ads and brochures, state “Save up to 30% on heating costs” or “Upgrade to our premium line—order values are 62.5% higher with satisfied customers”.
• Tell a Simple Story. Show a short customer case: “The Smith family switched to our timber windows in February and noticed a 15% drop in energy use.” Real examples help buyers remember your message.
• Leverage Industry Events. Attend the FIT Show in Birmingham to meet builders and architects. Share flyers on how your products support the UK’s net-zero goals.
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3. Branding: Build Trust Through Collaboration
• Position Your Brand as Innovative. Emphasize your commitment to research and development. Use slogans like “Innovation That Lasts” or “Window Solutions for a Greener Future.”
• Partner with Local Installers. Work closely with trusted installers to ensure consistent quality. Showcase these partnerships on social media to build credibility.
• Join Industry Groups. Be part of associations that push for clear retrofitting incentives. By helping shape policy, you show customers you stand for high standards and long-term value.
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Conclusion
In a market of contradictions, resilience and innovation win. By focusing on premium, energy-efficient products; using clear, data-driven marketing; and building a brand based on collaboration, window and door companies can boost sales, strengthen their reputation, and emerge stronger.
Source: “Facing contradictions with resilience and innovation,” Windows Active Magazine (April 24, 2025) .