Letter to editor suited heritage products Chris Jones

Dear Ian

Over the last five years the timber-alternative heritage look has captured the imagination of homeowners.

It’s been such a hit that many fabricators and installers who originally saw flush casements as an attractive and interesting niche product, now see them becoming the dominant casement window style over the next five years, with traditional storm casements confined to a fifth or a quarter of their output. This trend has been reinforced with the launch of suited heritage flush doors.

Originally the timber-alternative flush look was seen as a more appropriate style for older, period, heritage properties where modern storm casements looked out of place. And they have been accepted as ideal, which is why Deceuninck named ours the Heritage Flush Window. But homeowners, particularly older homeowners – the ‘Haves’ – fell for them in a big way. They love them, and they love the heritage colours they come in!

These Haves have low or no mortgages, and their homes have been appreciating in value over the last twenty years as house prices have risen inexorably. They may earn less than many younger homeowners, but their outgoings are considerably less, so their disposable income is assured.

Whatever they spend on their home is money well spent, for while house prices rise, the increase in value of their property more than pays for their home improvement. When they want something, they get it, and it is the looks, colour, performance, long life and style that count, not the price because, like the famous L’Oréal ad, they’re worth it.

The Haves have driven the rapid growth of all the innovative new products in recent years, and the astonishingly rapid growth of colour. We’ve seen an explosion in sales for on-demand colour. Deceuninck’s customers’ sales have just pipped 60% colour in total, against an industry average of just over 25%.

Will Brexit end this strong growth? As we know from the polls, a high proportion of older people voted to leave the UK, but the threat of an unruly exit and disruption leaves them untroubled. Their housing wealth is secure, and they account for 90% of Britain’s savings. Many are living off comfortable pensions or they’re shortly going to start taking them. The Haves account for a large part of the market, and their numbers are increasing. They have the money to invest in beautiful windows and doors that add even more value to their homes.

If you’re looking for a suite of heritage windows and doors in all the colours to help you grow fast with the Haves, call me on 07808 092 163.

Yours sincerely

Chris Jones
Sales Director, Deceuninck


Founded in 1937, Deceuninck is one of the world’s major PVC-U window and door systems companies. Deceuninck has been established for over 30 years in the UK, with production, distribution and head office in Calne, Wiltshire. It is in the top three in most major world markets, and is a leader in innovation, sustainability, colour and design.

Deceuninck products are premium brand, highly rated by homeowners for appearance and kerbside appeal. As a committed innovator, Deceuninck aims to make better quality, more energy efficient products to help its fabricator customers sell more at improved margins.

Deceuninck is known for its ‘pretty’ windows with inbuilt symmetry and clean sightlines. Its Heritage Window Collection helps fabricators and installers stand out in the market with a choice of beautiful Flush Sash, Chamfered and Sculptured windows and doors. The award-winning Heritage Flush Sash (G17 Product of the Year) replicates the look of traditional timber windows and complements all types of homes, from period cottages to modern townhouses. Deceuninck’s sliding patio door, Slider24, is the best in the market for energy efficiency, security, weather performance and 26 colourways from stock, of course. No other slider comes close.

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