Published On: Mon, Jul 18th, 2022

Fabricator Window Warehouse is ready to help customers get into aluminium

With signs that consumer confidence is starting to waver in the wake of the war in the Ukraine, the ending of the energy price cap and the rise in inflation, pressure is understandably growing on fabricators to help their installer customers target and exploit new sales opportunities.

Quick out of the blocks is Portsmouth- based Window Warehouse, which is using its expanded AluK aluminium fabrication set-up to support customers who want to target the potentially more resilient aluminium end of the market. Operations Director Remi Cake says that while the mainstream white PVC-U casement market may be squeezed by the tightening of household budgets, he expects demand for the company’s aspirational AluK bifolds, sliders and heritage style windows to continue amongst higher earners and those who accumulated significant savings during the pandemic.

Window Warehouse switched its aluminium fabrication exclusively to AluK in 2017 and its success since then prompted it to invest in a new dedicated manufacturing facility this year alongside its existing PVC-U operation, so that it now occupies an extensive 21,400 ft² facility. This has been equipped with the very latest Elumatec CNC machining SBZ122 machining centre and DG104 double mitre saw and includes one line fabricating just the perennially popular AluK BSF70 bifold.

Remi Cake explains: “We supply trade customers right across the south of England, many of whom are operating in those affluent south coast towns which are likely to be relatively shielded from the impact of rising costs. We saw a huge rise in demand for our AluK range during the pandemic and we’ve expanded capacity and stepped up our output so that we can continue to grow and help even more customers make the move into aluminium with us.”

AluK has supported Window Warehouse throughout its five-year journey with them. As well as consistent supply levels, this has included extensive technical advice and access the AluK’s G-Award winning marketing hub.

Remi Cake adds: “We chose AluK in 2017 primarily because of the quality of the system but also because of the high level of brand recognition amongst consumers. That definitely helps our installers to win business, particularly when it’s all backed up with AluK’s stylish and high-quality marketing support.”

Window Warehouse is a long-established business, still run by the family that founded it in 1986. It combines traditional family values in terms of customer service and attention to detail with a highly efficient manufacturing operation. Barcode scanning is in place throughout its factory for full product traceability and customers can utilise online quoting and ordering tools.

Russ Cusworth, AluK’s National Sales Manager, is backing the company’s efforts. He says: “Window Warehouse is absolutely right that the biggest opportunities in 2022 are likely to come in aluminium. We’ll be supporting the team with their ambitious plans and very much looking forward to helping them make waves in the market.”

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