Editors Comment
Facing contradictions with resilience and innovation
As 2025 gathers momentum, the fortunes of Britain’s fenestration sector offer a cautionary tale of an economy at odds with itself. While some indicators suggest tentative steps towards recovery, persistent economic pressures and systemic vulnerabilities continue to exact a heavy toll. Navigating this contradictory landscape will demand a clear-eyed commitment to innovation, collaboration and disciplined value creation.
The early months of the year have proved unforgiving. A succession of respected businesses, each offering premium products at competitive prices, has been forced to close. The government’s ill-timed decision to raise National Insurance and business taxes has compounded the strain. International instability, intensified by political upheavals in the United States, has further darkened the outlook. Yet to blame externalities alone would be to miss deeper structural failings.
Despite these headwinds, the sector’s resilience shines through in pockets of encouraging data. Business Pilot’s Market Barometer, under the stewardship of Neil Cooper-Smith, points to a notable 62.5 per cent rise in average order values and a 10 per cent uptick in both leads and sales. Early-year performance suggests that buyers are regaining confidence and that demand, while fragile, is beginning to rebound as the industry approaches its peak season.
Yet optimism must be tempered with realism. Chris Brunsdon of Tommy Trinder, analysing more than 200,000 quotes from 640 UK window installers, underscores a critical shift in consumer behaviour. The cost-of-living crisis has altered homeowner priorities, particularly among mortgage-holders under 50. Demand for basic white PVC-U windows, once a staple, has collapsed. The demise of major firms such as UKWDG and Safestyle attests to a broader market reconfiguration that punishes the commoditised and rewards the differentiated.
In response, installers have diversified their product offerings. Aluminium, timber and premium PVC-U products have surged in popularity, but their broader adoption has brought new challenges. Prices have come under intense pressure as competition has intensified. Aluminium’s share of the market by value has fallen from 35 per cent to 29 per cent since 2022, while bifold door prices have declined by 5 per cent. Even once-distinctive products such as flush sash windows and vertical sliders are not immune to margin erosion.
This downward pressure on prices highlights a critical tension. The sector must balance the need to offer value for money with the imperative to protect profitability. The premium segment, historically more resilient in downturns, remains a beacon of opportunity. Tying premium products to the national agenda of energy efficiency and net-zero targets could unlock new demand, particularly among affluent households encouraged to invest in sustainable home improvements.
Government policy must play its part. Clear and consistent incentives for retrofitting could provide the sector with a vital lifeline while helping to meet broader environmental goals. Policymakers should recognise that promoting high-quality fenestration is not only a matter of consumer protection but also one of national interest in the drive to reduce energy consumption.
Internal discipline will be equally important. As Ben Brocklesby of Origin rightly observes, this is a time for collaboration rather than conflict. The temptation to undermine rivals through price wars or public recriminations must be resisted. Shared learning, best practice, and a commitment to raising standards across the industry will ultimately serve the collective interest. In adversity, innovation flourishes. Those businesses that invest now in product development, customer service, and operational excellence will be best placed to emerge stronger.
The forthcoming FIT Show at the NEC in Birmingham represents more than a commercial showcase. It is a strategic opportunity for the sector to come together, forge new partnerships, and reset its ambitions. By embracing innovation, adapting to changing consumer expectations and remaining steadfast in its commitment to quality, Britain’s fenestration sector can weather today’s storms and secure a more sustainable future.
The current contradictions within the market should not breed despair. Rather, they are a call to action. The businesses that survive and thrive will be those that recognise the need for continual adaptation, that invest in the future even amid uncertainty, and that understand the enduring value of resilience, collaboration and innovation.
