The Long Read
Finstral eyes UK market with studio opening
Finstral debuts in UK’s high-end window market with Borehamwood Studio, targeting premium segment professionals, reports Emma McCormack
The European window manufacturer Finstral has taken a bold step into the UK market with the opening of its Finstral Studio Borehamwood in north London. Targeting dealers and architects, the company aims to carve out a niche in the country’s premium segment with its high-end, modular window and door solutions. Leading the charge is Andreas Simmer, Head of Finstral UK, who believes the time is ripe for the company’s expansion into Britain.
Finstral, a household name in continental Europe, is recognised for its sophisticated and highly customisable window systems. While many overseas suppliers have tried to make their mark in the UK, Finstral is entering the space with a clear strategy focused on premium-quality products and a distinctive showroom experience. “I would say it was about time,” says Simmer. “On one hand, the UK has a strong premium segment for high-quality building goods, which makes it an attractive market for Finstral. And on the other, anyone familiar with continental window suppliers knows that Finstral undoubtedly offers one of the most sophisticated window systems in Europe.”
The company’s extensive product range, which combines aesthetics, functionality, and durability, is central to its pitch to UK resellers. “Windows are often still seen as a commodity,” explains Simmer. “But in reality, they are an investment for decades. It is therefore worth opting for a better and more beautiful product. Finstral really masters this offer, thanks to its consistently modular product range, its uncompromising material, construction and installation quality, and its sense of aesthetics. After all, the strongest sales factor is ultimately beauty. And with Finstral, beautiful windows are really good business.”
The showroom experience: A key differentiator
A major part of Finstral’s UK entry strategy is its showroom concept, embodied in the Finstral Studio Borehamwood. The space, covering 230 m², serves as an educational and sales hub for dealers and architects, rather than end consumers. Unlike traditional window sales, which often lack an immersive customer experience, Finstral believes in the importance of allowing professionals to physically interact with its products before committing to a partnership.
“If you want to sell good and beautiful windows and convince customers to opt for added value, you have to make sure that they experience windows anew,” Simmer explains. He likens the process to other home improvement sectors: “No customer would buy a kitchen without visiting a kitchen studio first. The same applies to new bathrooms—no one would choose the elements without at least visiting one sanitary showroom. But when it comes to window sales, it is still not common to visit a showroom—and there are only a few high-quality and convincing showrooms on the market. That’s what Finstral is addressing with the Studio concept, which they’ve been developing and nurturing for over eight years now.”
Since launching the showroom strategy in 2016, Finstral has opened over 350 studios across Europe. The Borehamwood site is the first in the UK, and Simmer sees it as a vital tool for demonstrating Finstral’s differentiators to prospective dealers. Visitors can explore a broad range of windows, front doors, and glass wall offerings, as well as the company’s renowned Finstral Planner Desks. These interactive displays provide a structured way for industry professionals to understand the depth and breadth of the company’s customisation options.
“Our showroom is designed to make it easy—even for non-experts—to grasp the full potential of modern windows,” says Simmer. “We break it down into the façade side, the core of the window, the living side, and the surrounding service. This principle is consistent across our entire consultation process, from the website to catalogues to quotations.”
Long-term vision for the UK
Unlike many European companies that have attempted to enter the UK market without long-term planning, Finstral is taking a patient and strategic approach. Rather than focusing on quick wins, the company aims to build sustainable relationships with UK retailers and architects.
“Our long-term goal is to establish ourselves here in the UK,” says Simmer. “That will take time, but we have it. After all, we are serious about building truly sustainable partnerships.”
The early signs are encouraging. Interest in Finstral’s offering is growing among UK window industry professionals, many of whom are seeking high-margin products with strong differentiation potential. “Many dealers are looking for proven, high-margin products with a high potential for differentiation from the competition,” Simmer notes. “And this is exactly where we can be an attractive option with our consistent premium range.”
While the company has not disclosed specific targets for the number of UK retailers it hopes to sign up or its revenue ambitions, the message is clear: Finstral is in the UK for the long haul. Its unique approach to window sales, centred around premium quality and showroom-based engagement, could provide a much-needed shake-up in a market that has long been dominated by more traditional sales methods.
For those interested in learning more, the company encourages visits to the Borehamwood studio or scheduling an appointment via its website. With its strong track record across Europe and a carefully thought-out UK entry plan, Finstral is positioning itself as a serious contender in Britain’s high-end window market. The coming years will reveal whether this approach can turn interest into long-term market share.
Tel: 07849224641
E: borehamwood@finstral.com
www finstral.com
