Polyframe – Bringing Full Expertise To Support Their Customers

Will Gold - Polyframe CEO

In this interview Chris Champion, Editor of Glass News, speaks with Will Gold, CEO of Polyframe in an exclusive Q & A, covering the latest challenges that customers face and how Polyframe bring their full expertise and supply chain partners together.

You put a lot of emphasis on supporting your customers. At what point does the crossover come from being a supplier to pretty much being part of your customer’s team, and how does that ‘team’ work manifest itself?

Our customers know best how to run their own business and the amount of support they need from us varies considerably. When any customer needs support on a particular topic we provide the assistance using the deep experience in our team and the materials we have developed. Support is provided across a wide range of areas but most regularly in marketing, bid support and technical issues. If needed, through the strength of our relationships, we can bring the full expertise of our supply chain partners to help as well. This means that we often work on projects or opportunities in a collaborative way with our suppliers and customers in the same room.

Energy performance and sustainability are high on everyone’s agenda. Do you see PVCu products fulfilling both those needs as opposed to other window construction materials?

Yes – the development and capability of PVCu products is accelerating and great steps forward have been made in thermal capability and the use of recycled content in manufacturing. Alongside exciting developments in the capability of glazing PVCu can continue to be a leading choice for consumers.

Are you being asked for A rated products or is it a matter of A rated being the norm now?

The conversation is most commonly around specific U-value requirements and the capability of certain combinations of frames and glass. I think consumers quite rightly expect modern windows to be energy efficient and well rated. This is often what drives demand as energy prices increase.

You manufacture both REHAU and Eurocell profiles. Do you use each for specific purposes or is it simply providing choice to your customers?

This will always be the customer’s choice. We are focussed on giving them the ability to choose from two great options across an industry leading range of window and door styles. We work with customers to understand the objectives of the project first and then enable them to choose the system that best meets those requirements in terms of performance, appearance and cost.

How are you able to help installers when it comes to recycling of products?

We take our role seriously here and help our customers meet the environmental expectations of any project. A good recent example of this was where we were able to connect an installer customer on the Isle of Wight with a supply chain partner of ours that takes our offcuts from the factory in Norwich. The customer now receives regular collections of their post-consumer PVCu waste and were the first on the Isle of Wight to be able to do so.

What is the split between supplying products for domestic use and refurbs as opposed to commercial applications?

In recent years we have worked hard to diversify the business more in terms of end markets. Whilst we now supply a lot more product into areas such as social housing, a lot of this is still driven by refurb work that the councils and housing associations are completing. We have supplied product to many commercial projects and this is growing fast but it still represents a relatively small element compared to our established trade business.

REHAU Total70 photoshoot

You supply the full complement of PVCu products including both casement and flush sash. Has flush sash now become the product of choice or is casement holding its own?

Flush sash windows have definitely grown in popularity overall and more so in some specific areas of the country. We have recently added flush doors to complement our window offering and these are selling well but traditional casements still remain extremely popular to our customers.

When it comes to commercial projects, are they just part of the general production cycle or do you have a dedicated commercial team to manage the process?

With the capacity and capability available to us in Lenwade there is no differentiation needed in terms of manufacturing outside of any specific requirements about the method of delivery. Across our sales and customer support teams we have a good level of knowledge in all team members, but we have experts internally that can support any specialist requirement. As we develop the opportunities in this sector we are looking to strengthen our team so we can respond quickly to some of the largest and more complex projects.

Supporting your customers is recognised as being key to success and I notice you have a nomination for Customer Service Person in the NFA Awards. Can you tell us more?

We have an amazing team of people right across the business. This nomination is great recognition for Andy personally and also for the whole customer service team that he is a part of who work together to look after our customers.

You are also nominated for UPVC Fabricator of the Year. We all know awards are ‘nice to haves’ but how important is this specific award to Polyframe?

Polyframe is a totally different business now to what people might think it is and I think this nomination reinforces that. Our focus is on doing the absolute best for customers that we can and working with them as a critical partner in a volatile market. That’s all that’s important to me.

On your website it is clear that marketing support for your customers is very important and you are nominated in the Best Film category. Are you finding that any specific support is demanded more than others….for instance the use of film, the internet, print or whatever?

We are working with a high number of customers now on a range of marketing materials. Film content is powerful and is becoming more popular but the majority of the work we do is internet based and focussed on case studies that showcase the capability we can bring to a particular project when working jointly with our customers and supply partners.

Are you able to share any plans for the future for Polyframe? New products, wider distribution or even other materials?

We have invested heavily in the capability of the manufacturing facility with three new cutting centres being installed in the first half of this year. We are patiently waiting for another state of the art end to end welding line that will be with us in Q1 of 2027. Our customers are the best source of ideas for us when we introduce new products and through dialogue with them we prioritise accordingly. This summer we will launch the new Rehau Artevo product which we will be able to manufacture in scale. I would single out this product as particularly exciting as it has many interesting market applications and has the real capability to disrupt some established markets. Being at the forefront of something like that is great for our team.

Where do you stand on double or triple glazing and is the demand for triples increasing?

Triple glazing has been growing in popularity in the UK, particularly as energy efficiency standards have tightened and energy costs have risen, however, this is driven by customer preference and the required specifications for the product. Double Glazing still seems to be the most popular.

The glass market is moving fast in terms of development and we are watching it closely. Some of the new glazing options such as the “thin triple” are really interesting and providing even more choice for end users.

I notice the inclusion of Tilt ‘n’ Turns in your product list. Is this a nod to your Scottish roots? Or are these windows gathering a following further south?

Rehau Total70 Tilt and Turn

Yes – the T&Ts are very popular North of the wall and we supply them in good numbers in to that market but we do see an increasing range of projects requiring them across the whole of the UK. They, alongside our fully reversible product, are a great solution for almost any project!

You have a very comprehensive website even down to the complete Terms and Conditions and even the way to view glass for imperfections. Very sensible! Have you had any issues on how to view blemishes? My experience goes as far as being called to a door viewing where the elderly lady said that if she lies on the ground in her hall and it is early morning, she can see a bubble in the glass….and what was I going to do about it!

This is one of the areas that will always be a matter for debate with our customers and their end users. We make the relevant guidance available as a reference source and our supply partners try their hardest not to put any of us in that position!

Your background is very much in finance and acquisitions with experience in the fenestration sector. Can we take, from your investment in Polyframe, that you view the sector as being a secure and growing prospect?

I really enjoy the sector and I’ve met loads of really good people since I’ve been working in it. I read recently that the sector hasn’t had a normal year in many years now and this has sadly seen the failure of hundreds of businesses. If the politicians ever get their act together and sort things out, there won’t be enough of us in the short term to keep up with the demand. In the meantime, all I can say is that it’s a privilege for me to lead our group, to get the chance to drive the businesses forward, and to get us ready for whenever normal returns.