The growing number of showroom openings across the UK fenestration sector over the past 12 months suggests that both retail and trade businesses are placing renewed value on the physical customer experience.
While online research remains central to the way homeowners begin their buying journey, many glazing businesses appear to be recognising that windows, doors and wider home improvement products still benefit from being seen, touched and demonstrated in person. For retail companies, a showroom can provide a controlled environment in which to explain product features, demonstrate quality, build trust and reassure homeowners before they commit to a major investment.
The trend is also gaining momentum among trade suppliers. Increasingly, manufacturers and trade-facing companies are creating showrooms not only to present products to installer customers, but also to give those installers a professional space where they can bring their own homeowner clients. In a competitive market, that type of support can strengthen relationships across the supply chain and help installers sell more effectively.
As with any new showroom or product launch, the real test comes after the initial opening. Heath Windows and Doors provides a useful example of how this type of investment can perform once the launch publicity has passed.
The company opened its new showroom 12 months ago to considerable attention, with the official opening carried out by Olympian Colin Jackson CBE. A year later, Miall Hardwick, Director of Heath Windows and Doors, says the showroom has become an important part of the company’s continued progress.
“It’s hard to believe it’s been a year since we opened our new showroom,” he said. “Our previous showroom served us well for many years, but I always felt there was an opportunity to create something more. A space that truly reflected the quality of the products we sell and the experience we wanted our customers to have.
“A year on, I’m incredibly proud of what we’ve created. More importantly, I’m proud of the people behind it. The team, the suppliers we work alongside and everyone who takes pride in representing the Heath brand every day. When customers visit for the first time, seeing their reaction makes all the hard work worthwhile.
“We’re approaching 15 years in business, and while a lot has changed over that time, one thing hasn’t: our commitment to quality, service and doing things properly. Here’s to the next year and welcoming even more people through the doors.”
The comments suggest the showroom is doing more than displaying products. It appears to be supporting the company’s brand positioning, reinforcing its quality message and giving customers a clearer sense of the service culture behind the business.
Ben Brocklesby, Sales and Marketing Director at Origin Global, Heath Window’s key supplier, said the showroom also reflects wider industry direction.
“A year ago Heath Windows opened a showroom with a world champion. Twelve months later, the real achievement is what’s happened since the ribbon was cut,” he said. “They’ve built momentum, belief, and a premium customer experience that perfectly reflects where the industry is heading.
“Not everyone understands that a showroom shouldn’t just display products, it should signal ambition. You’ve absolutely nailed that. Proud to be part of the journey with you and excited for what the next 12 months brings.”
For Heath Windows, the first year appears to show that the showroom model can deliver lasting value when it is treated as a strategic asset rather than simply a display space.
Why This Matters: There are two important elements to this story. Firstly, it highlights a significant trend across both retail and trade sectors – the grow of the use of showrooms. Secondly, from a promotional standpoint it is important to follow-up stories to demonstrate how successful they have been. This endorses the strategy and rewards the decision to launch the product or the investment in a factory or in this case, showroom.
