The glazing market is fiercely competitive, which pushes many installers to default to the ‘cheaper’ comfort zone of uPVC or aluminium. While both materials have their place, the rising demand for sustainable and heritage-style home improvements means that timber sash windows are growing in popularity – and at a pace that cannot be ignored.
If you’re not offering timber sash windows as part of your product portfolio, we can say with confidence you are missing a significant opportunity. Here’s why.
Sustainability and energy efficiency: Meeting customer priorities
Sustainability is now a key driver of purchasing decisions. The latest Natwest Greener Homes Attitude Tracker report released last summer found that 67% of homeowners are planning sustainable home improvements in the next 10 years. Unlike uPVC or aluminium, timber is a renewable resource, with a significantly lower carbon footprint.
All Nine Zero timber windows and doors are made from FSC-certified sustainable wood, ensuring responsible sourcing. Wooden sash windows have a three times longer lifespan than uPVC, with most timber sash windows lasting in excess of 60 years with proper maintenance, compared to around 20-25 years for uPVC.
Beyond its sustainability credentials, timber is a natural insulator. With U-values as low as 1.0 W/m²K when paired with the right glazing, timber sash windows can outperform many standard uPVC options, contributing to reduced energy consumption, and lower homeowner heating bills.
Rising demand: The market for timber sash windows
The demand for timber sash windows is being driven by two key factors: the British love of the heritage look, and building regulation compliance.
- Heritage appeal: Many homeowners are choosing timber windows to add character to both period and modern properties. The UK has more than 500,000 listed buildings, where uPVC replacements are often prohibited. Conservation areas – of which there are over 10,000 across the UK – often require timber replacements to maintain historical accuracy.
- Regulatory compliance: Many local planning authorities, including London, Bath and York, have restrictions on window replacements in conservation areas. Timber sash windows are often the only viable option to meet these regulations. For installers, this presents an opportunity. Homeowners looking to replace ageing or inefficient windows in conservation areas will actively seek out experienced installers who can provide high-quality timber sash solutions. The Nine Zero team works closely with local authorities and planning departments every day, and guiding our customers through the compliance process is all part of the service.
Performance and longevity: Debunking the myths about timber sash windows
Some installers still hesitate to recommend timber sash windows due to outdated concerns about maintenance and durability. However modern timber windows are built to last and require minimal upkeep.
- Factory-finished timber windows now come with multi-layer coatings, reducing the need for frequent repainting.
- High-performance microporous paints and stains allow the wood to breathe while protecting against moisture and UV damage.
- Engineered timber used in modern sash windows is significantly more stable than traditional solid wood, minimising warping and swelling.
At Nine Zero, our timber sash windows come with a 30-year guarantee against rot and decay and a 10-year manufacturing and paint warranty, offering peace of mind for you and your customer.
Profitability for installers: Why timber makes business sense
For installers, timber windows and doors represent high-value products, with strong margins.
This means:
- Higher profit per installation: Timber windows command a premium price compared to uPVC, allowing for better margins.
- Market growth: The UK timber window market is projected to grow steadily over the next decade, driven by sustainability and planning requirements.
- Upsell opportunities: Homeowners investing in timber sash windows are often interested in additional services such as secondary glazing, draught-proofing, and restoration work.
By offering timber sash windows, you are positioning yourself as a specialist, appealing to homeowners who are actively seeking premium, eco-friendly, and heritage-appropriate products.
We’re here to help boost your business. Don’t miss a trick with timber.