Windows Doors ETC

“We only started trading at the beginning of 2021, and we’re already 15-20% up on where I thought we would be,” says Mike Woodend, Managing Director of Windows Doors ETC. “We’ve benefited from the home improvement boom that’s driven a lot of growth in the industry. We’ve also been very well equipped to respond to the increase in demand for higher-value products.

“Homeowners are increasingly looking for windows and doors that deliver the right aesthetic. Their purchasing decisions are based primarily on kerb appeal, and they are prepared to pay a premium for it,” he continues. Through our partnership with HWL Windows, we are well-positioned to cater for that demand. Whether it’s for aluminium or high end, heritage flush PVC casements such as R7 and R9.”

Based in Bristol, Windows Doors ETC is a new trade counter business that offers a broad selection of high-quality windows, doors and garden room solutions. Mike, who has over 20-year’s experience in the industry, and who has previously headed up a large network of trade counters, says he was ‘chomping at the bit’ in the run-up to the launch of ETC after observing the surge in demand from the retail sector.

“HWL has some brilliant products, but it also has the expertise and service to match. It’s very important for us as a trade distributor, to choose the correct suppliers to support and grow with. From the outset, HWL has been great to work with and incredibly helpful at understanding our business.”

Mike Woodend, MD, Windows Doors ETC

“The variety of products available to consumers has grown massively. It’s one of the biggest changes I’ve noticed in the last two decades,” explains Mike. “Homeowners are increasingly focused on style, colour options and quality of finish.

“There are more options now for flush casements as a result, but the Residence Collection has always been the class of the field, for us, it’s a real flagship product. Graham [Howatson] and 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.”

HWL has established itself as the leading supplier of heritage style products. HWL pioneered the development of non-glass bonded Timberweld R9 -an innovative ‘light weight’ solution to the original glass bonded version. We are also the first fabricator to offer a Timberweld version of the new 70mm flush casement from Kommerling.

HWL has also recently launched a new Residence Collection open-in door with a Timberweld 90 joint. The result of an extensive R&D programme. It allows installers to pitch a fully matched Residence Collection window and door offer to homeowners.

The Leeds based manufacturer is also a launch partner for the new Sheerline Prestige system from Garnalex. Offering the full suite of Prestige products allows HWL to offer a highly energy-efficient flush style aluminium casement. Complementing its PVC offering, as well as the all-new Prestige bi-fold.

“The new Residence Collection open-in door is the perfect demonstration of HWL’s sector expertise,” says Mike. “We had a requirement for a matching door on a recent large-scale project that features Residence windows. To be able to offer exactly what the customer wanted was hugely beneficial.

Sheerline Prestige Bi-Folds

“The Sheerline Prestige range is also very exciting, especially the technical innovation behind its thermal performance and how that applies to the new bi-fold. Especially with the shortage of polyamide that’s impacting on competitor systems.”


“We have been able to communicate with knowledgeable people that can make decisions and also guide us when needed. You can speak to anyone there – they know what they’re talking about. The cloud-based ordering system is very well set up.

“I’ve worked with fabricators in the past that have simply not understood how to operate their software,” says Mike. “You can tell HWL has put a lot of effort into their customer experience and that works very well for us a trade counter, it’s a very slick experience.

HWL’s Window Designer cloud-based portal allows customers to price and process orders for its complete range of products. It has also introduced the Zandi customer portal from First Degree Systems. Enabling customers to check on the status of orders and delivery times, as well as download and sign off jobs digitally.

“It’s been a very busy start to the business, and I’m expecting to remain busy for some time yet,” says Mike. “The property market is still strong. I think home working is here to stay, and the travel industry is going to take a long time to recover. Those conditions are going to prolong demand well into next year.

“The quality of the products we can access from HWL, combined with the high standard of service, means we are very well placed to take advantage of that,” he concludes.

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