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Decorio Debut
Affordable Windows Group is set to debut its new steel-look aluminium range, Decorio which is crafted from premium aluminium. It is used to...
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Timber & Steel
Affordable Windows Group’s Amelia Gaughan discusses why the company’s successes over the past year with heritage range Timberlook is great news for installers looking for new opportunities – and why the launch of the Decorio steel-look heritage aluminium range is so exciting.
As the head of marketing at Affordable Windows Group I've had the privilege of witnessing Timberlook's remarkable journey first-hand, writes Amelia Gaughan.
Over the last year alone, we’ve seen many exciting changes and developments to the range, with increased manufacturing capabilities, product updates and the introduction of Timberlook’s new ‘sister-brand’, our steel-look aluminium range, Decorio – which features on the Front Cover of this issue of The Installer Magazine.
Investment in manufacturing capacity
When we launched our PVC-U flush range Timberlook in 2017, we knew we’d struck the right chord. What began in a small corner of our factory now occupies nearly half of our manufacturing facility – a transformation that has required continuous adaptation to maintain reliable supply for our growing installer network.
To keep up with the pace, we recently ordered another new Supercut saw – bringing our total to three dedicated machines for flush window production. Our investments in sawing machinery total around £0.5 million pounds within the past year.
We understand that on-time delivery is crucial for installers managing tight project timelines, so we've made logistics a key focus. Over the past year, we’ve expanded the AWG delivery fleet to include three new vans – bringing our total fleet to an impressive 52 vehicles in total. This ensures that installers across the UK can receive their orders promptly and reliably, minimising delays on site.
Refining
At AWG, we’ve always kept our ear to the ground, responding to installer feedback to refine our product range and ensure our partners have exactly what they need to grow their business.
After launching our range of heritage-inspired flush windows in 2017, we responded to installer demand by developing a co-ordinating flush door system. We’ve continued to fine-tune the range ever since.
Over the last year, we worked hard to incorporate a new mechanical midrail section to our doors. This update helps achieve equal sightlines across the range and further reinforces the authentic period appearance that makes Timberlook so appealing.
Today, our Timberlook heritage flush door system provides homeowners with a complete solution that delivers authentic period looks without timber's maintenance demands. The system incorporates subtle yet important design elements including discreet hinges, hidden trickle ventilation and heritage hardware options.
Over the past year, we’ve also updated our Timberlook windows with a clever new off-set trickle vent solution – available at no extra cost to our customers. While the external trickle vent routing remains unchanged, we've lowered the routing position of the internal trickle vent, providing more space to help avoid internal plaster lines. This allows our partners to discreetly incorporate required ventilation without compromising the heritage aesthetics or encountering fitting challenges around internal finishes.
Decorio
At this year's FIT Show, AWG will be showcasing Decorio – the new steel-look aluminium window and door range which captures the iconic style of industrial and art-deco designs at an attractive price point.
The launch of Decorio gives our installer partners the ability to cater to a wider range of heritage project requirements and architectural preferences.
We even take the legwork out of finding leads for our installers. Our free in-house lead generation programme proved a huge success when we launched Timberlook and we will offer the same support to our Decorio installers.
FIT Show
We're particularly excited to showcase Decorio at the FIT Show this year. At AWG, we're building both our Timberlook and Decorio brands for the long term. Our installer partners are central to our success, so everything we do is about supporting their ability to win business and deliver exceptional results to homeowners.
Picture: Decorio is a range of steel-look aluminium windows and doors.
Article written by Cathryn Ellis
11th May 2025