Guest article by Aled Davies, Sales Director of Consort Windows:
As we reach the halfway point of 2025, it’s a good moment to reflect on how far the UK fenestration industry has come and, in some areas, how little has changed.
Over the past few years, businesses across the supply chain have faced unprecedented challenges. From record-high consumer demand to long lead times and limited availability of key components, the industry’s resilience was tested like never before. For many, the strength of their supply chain relationships made the difference between standing still and moving forward.
At Consort, we were fortunate. Thanks to the consistent performance of our suppliers, particularly VEKA UK. During and after the pandemic, we were able to maintain steady operations with minimal disruption to our customers. But we recognise that not everyone was in the same position. Across the UK, demand often outpaced supply, and even well-established fabricators struggled to keep up. The situation highlighted just how crucial strong partnerships and sustainable business models really are.
Now, three years on, the market has flattened. Conditions have returned to a state reminiscent of 2019: fierce competition, price-cutting, and uncertainty. In many ways, it feels like we’re back at square one. Despite everything the industry has endured, the same issues are reappearing, especially around pricing sustainability.
Let’s be clear, there are some outstanding fabrication and installation businesses in the UK, led by people who care deeply about the industry, their teams, and their customers. But as installers, it’s easy and understandable to be swayed by price. The real problem? Without transparency from your fabricator about material costs, overheads, and margin expectations, it’s incredibly difficult to know whether pricing is truly sustainable.
We all like to think we’re making informed choices, but in practice, supplier trust is often built on relationships with sales representatives eager to hit targets or on a polished online presence. Unfortunately, that trust can be misplaced even in renowned industry names. Recent events, such as the closure of Alufold Direct, are a stark reminder that what looks solid on the surface isn’t always so underneath.
So, here’s the question every installer should reflect on:
If I place this order today, will the company still be around in 10 years to honour the warranty?
No one can predict the future, but when prices seem too good to be true, they usually are.
Just this week, a long-standing Consort partner shared a telling example. Another national fabricator had presented pricing significantly lower than ours. The profile, glass, and hardware specs were nearly identical, yet the price difference was night and day.
We ran the numbers. Even with supply from our own hardware company, NiCo Hardware Ltd, we would make, on average, just £10 per frame before transport if we matched that pricing. That’s not a business model, that’s a warning sign.
The bigger concern? Can a business operating on such tight margins truly commit to honouring its product warranties, investing in innovation, or supporting its customers long-term? Or is it focused on short-term revenue gains with little thought for sustainability?
At Consort Windows, we’re committed to operating responsibly. We believe sustainable pricing protects more than just margins; it protects your reputation, your customers’ satisfaction, and the long-term health of our industry.
If something doesn’t add up, don’t ignore it. Ask the questions. Get it sense-checked. Because your 10-year manufacturing and component warranty isn’t just about the product, it’s about trust, reliability, and your brand’s future.
Contact Consort Windows:
Phone: 01623 440880
Email: sales@consortwindows.com
Web: https://consortwindows.com/
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