Windows Doors ETC 20% ahead of target in first year of trading

HWL Trade Frames customer, Windows Doors ETC, has said that it is 20% ahead of target for 2021 despite only opening for business at the start of the year. Mike Woodend, Managing Director of the new, Bristol-based trade counter, has attributed the company’s success to continuing high demand for home improvements and increased consumer appetite for high value, premium products.

“As a new business, it’s been very important for us a trade distributor, to choose the correct suppliers to support and grow with,” he said. “HWL has some brilliant products, but it also has the expertise and service to match. From the outset, HWL has been great to work with and incredibly helpful at understanding our business. The team is very knowledgeable, we’ve been able to rely on them to make decisions and guide us when needed.”

A market leader in the manufacture and supply of premium heritage and flush products, and a pioneer in the development of non-glass bonded R9, HWL offers a full range of Residence Collection casements and doors. This includes a new Residence open-in door with a Timberweld 90-degree joint – designed to allow installers to pitch a fully matched Residence Collection window and door offer to homeowners. In addition, HWL is also a launch partner for the new Kommerling 70mm flush casement and the new aluminium Sheerline Prestige system from Garnalex.

“Homeowners are increasingly focused on style, colour options and quality of finish,” continued Mike. “The Residence Collection has always been the class of the field, for us it’s a real flagship product. The team at HWL are very experienced, they understand the attention to detail that’s required at this end of the market and that’s reflected in the quality of their offer. We also take advantage of HWL’s customer portal,” said Mike. “You can tell a lot of effort has gone into setting it up, it works very well for us as a trade counter, it’s a very slick experience.”

“It’s been a positive start to the business,” concluded Mike. “Demand looks set to continue and with the quality of products and service we enjoy from HWL, we’re anticipating even more growth in the future.”