The Rush To Flush

Sorry for the post title innuendo. It is Friday though, so you’ll forgive me some toilet humour on this most joyous of the working days of the week.

There is though a most definite rush to flush window systems right now. In a push for diversification, casements are falling out for favour with many fabricators and systems companies. Instead, in a continuation of the reverse trend back to timber-look products, the flush sash window has become perhaps the most fashionable fenestration product right now.

Indeed, much of the hype around new products from major companies at the last FIT Show was around flush window systems. Billed as game changers, rather than changing the game, they expanded the game more than anything else. Might not get much applause for that observation from those who announced flush window systems, but it’s hard to be a game changer in an industry that is churning out new products faster than the UK likes to have referendums.

So how big is this rush to flush, and how big is it’s potential?

Driven by timber

The timber part of our industry can feel quite smug about itself at the moment. A design feature exclusive to them is now being copied in every other corner of the industry at rapid pace, in an effort to lure home owners in with their PVCu or aluminium products that claim to look just like wood, but without the drawbacks. To be copied is the best form of flattery, as they say.

It is true though. Home owners now demand window products that look much more authentic to what they have had to choose from in recent decades. That means harking back to days when windows didn’t look like plastic.

Companies such as Whiteline, Evolution Windows and Residence 9 were first some of the first on the scene, sparking the timber alternative niche to grow into a market much bigger than that. In response, fabricators and systems companies have all developed their own flush window systems and given them “old time” brands. The end result is an industry that is armed to the teeth with flush window systems ready to pull in home owners with traditional aesthetics using modern materials.

Questionable build quality

One thing I will say, is that in the rush to bring a flush window system to market, I have seen varying build qualities. Even in it’s infancy, there is already a split between the higher quality flush windows and the more budget options.

For me, a flush window is uniquely susceptible to build quality flaws if there are any. Mistakes seem to stand out more on a flush window than any other. What I would say is that if we’re going to go down the flush road at full speed, as we seem to be doing, then we need to make sure we get production and build quality absolutely on the money. Many of these flush systems are going to be sold as premium products, so the build quality has to reflect that.

How big can flush be?

Firstly, flush is here to stay as a modern window system. Be it grained, coloured or even shiny White, flush window products are now a mainstay of the industry.

Their overall impact however will remain to be seen, although their rise in popularity from home owners is undeniable. I guess the main question might be if flush windows could ever take over sales of casement windows. I suspect not. In my experiences with home owners, there are still a percentage who have doubts over the look of flush windows. I personally love them, I think they look fantastic. Not every home owner agrees with me, and still, although we have many flush samples to show to our clients, we still sell far more casement windows than flush windows.

But there is most certainly room to grow. As more and more home owners replace their windows for flush products, word will spread, friends will talk to friends, families will see these installations and the idea of flush windows elsewhere will spread. With a little nudge from us lot of course!

Flush windows are going to be a big part of our industry in the years to come. We just need to make sure we get the build quality and production right.