Published On: Tue, May 7th, 2019

Jeld-Wen focuses on window retailers

Danny Hague and Norman Setra are leading Jeld-Wen’s drive to attract retail window companies to its Timber Windows Partnership

Jeld-Wen is the UK’s and the world’s largest manufacturer of timber windows, doors and stairs. Here in the UK it has, for many years, traditionally supplied its products through builders’ merchants and direct to large house builders. Its main plant in Sheffield manufactures thousands of timber doors per week and its two factories in Melton Mowbray produce an extensive range of standard and made-to-measure windows and stairs.
Until recently, it wasn’t possible to buy Jeld-Wen’s products from regular window outlets, but that’s now all set to change with the launch of the ‘Timber Windows Partnership’. The Timber Windows Partnership was conceived and launched by Danny Hague, UK Sales Director – Frames. Prior to joining Jeld-Wen earlier this year, Hague had worked extensively in the retail window sector. This included setting up a national chain of trade counters for a large PVC-U window fabricator, together with spells in retail sales and working for large corporate PVC-U and aluminium systems companies. A recent addition to the team is Norman Setra, National Sales Manager for the Timber Windows Partnership, whose role is to continue to build a national network.

Jeld-Wen’s product range is very comprehensive, as you would expect from such a large manufacturer. Available in both standard and made-to-measure sizes, the window range includes softwood and hardwood options, including oak, in a vast range of factory-painted colours all supplied double or triple glazed. They include traditional casements, flush-fitting casements, high performance (A+ rated) options, sliding sash, special shaped and bay windows. A selection of timber and composite doors is also available.
The UK retail window market is split into national, regional and local suppliers. All offer the consumer home visits, advice on different product types, fast quotations (often on the day) and a full supply and fit service. This type of personal service has not been previously available to end users via builders’ merchants. Retail window companies are experts in dealing with homeowners and consumers. They have developed and refined their marketing and advertising. Their sales teams are motivated and well rewarded, and they know the importance of dealing with leads quickly and effectively.

It is these types of companies who have a good local reputation, good reviews and a solid trading history that Jeld-Wen is looking to partner. By adding timber as a green and sustainable alternative product, these companies can gain access to a potential new market where customers are seeking a high-end natural product. This is particularly important in heritage and conservation areas. Commenting on the new initiative, Danny Hague said: “The Timber Windows Partnership is all about utilising the skills and expertise of the retail window sector to create new opportunities for our partners and a new route to market for Jeld-Wen. We believe there is an appetite for timber because it is a natural and sustainable product. Over the next three years we are looking to partner with retailers across the UK. Offering exclusive area coverage based on local postcodes. Jeld-Wen will offer a full marketing package with samples, point of sale material, promotion and website support. This is a new venture in the UK for Jeld-Wen and we are looking forward to taking our partners on a journey.”

If you are a retailer interested in joining the scheme, please contact Norman Setra on 07753 425199 or email