As heritage uPVC brand Timberlook marks its tenth year, Amelia Gaughan, Head of Marketing for Affordable Windows Group, looks back at the brand’s beginnings and shares what the future holds. 

When we launched Timberlook back in 2016, I do not think any of us truly knew what we were setting in motion. The idea was straightforward enough: to produce heritage-style uPVC windows and doors that could genuinely hold their own against the look of traditional timber.  

But what has followed over the last decade has surpassed anything we imagined at the time. Sitting here now, reflecting on the journey, I feel an enormous amount of pride in what this brand has become, and a genuine excitement about what is still to come. 

Built to keep up with demand 

If you want a measure of how far Timberlook has come, look at the manufacturing operation behind it. We started with one small corner of the factory dedicated to Timberlook production; we now run three Timberlook production lines, supported by three Supercut saws committed solely to flush window manufacturing.  

Amelia Gaughan, Head of Marketing, Timberlook

Recognising the need to make sure our logistics can keep up with demand, we have also steadily grown our fleet of delivery vehicles, adding 32 vehicles across 2025 and 2026, with eight new vehicles and 16 demountable boxes among the most recent additions.  

Our wider AWG fleet now stands at 64 vehicles, backed by a 50-strong transport team who make it their business to get orders to installers on time, every time. To put the scale of that into perspective, our fleet delivers around £1,000,000 worth of goods every single week. That figure still surprises me when I say it out loud. 

Since Timberlook’s beginning, the brand has been constantly evolving. The range looks quite different today compared to where it started, and that is largely down to the installers who fit our products and tell us what they need. When feedback pointed us towards creating a cohesive suite of products, we developed our Timberlook flush door in-house. Offered as a single or French door option, we further improved this system by adding a deep rail for the top and bottom of the door side panels when coupled with doors. This resulted in the glass having equal sightlines – it’s a small detail, but it makes a real difference to the finished appearance. More recently, we’ve added a mechanical midrail section to our doors for a more authentic finish.  

We have also broadened our colour range in response to what the market is asking for. Several years ago, we spotted the demand among homeowners for soft, light heritage tones. In response, we launched our Painswick and Pebble Grey shades which have now incidentally become two of our most popular options. A few months ago, we also introduced Ulti-Matt Black, a smooth black finish now available across our full suite of products. This new shade has made it easier for installers offering Timberlook to homeowners in love with the steel aesthetic.  

This leads nicely on to perhaps the biggest change to Timberlook in recent years – the introduction of Decorio, Timberlook’s sophisticated steel-look sister. 

2025: a big year 

2025 saw us take an exciting step forward with the launch of Decorio, a steel-look aluminium range developed to give our installers another way to meet growing demand for heritage aesthetics. Inspired by art-deco and industrial design, Decorio complements Timberlook beautifully, giving installers the ability to offer customers a choice of heritage styles while dealing with just one supplier. 

Another huge highlight was when we took Timberlook and Decorio to the FIT Show for the very first time, and I have to say, it was brilliant. There is something about meeting people face to face that no amount of emails or phone calls can replicate. We don’t have reps on the road, so having the chance to put faces to names and chat through what installers are working on was incredibly valuable.  

The people behind the brand 

I could talk about products and investment all day, but honestly, the thing that makes AWG and Timberlook what they are is the people.  

We are a family business in a very real sense. AWG is home to multiple generations of the same families, with mothers, fathers, sons, daughters, brothers and more all working side by side every single day. It creates a warmth and a loyalty within the business that I genuinely believe you can feel when you deal with us. 

When you have that kind of loyalty and history running through a business, it shapes everything, including how we treat the installers we work with. When you call AWG, you are not passed around or starting from scratch with someone new. You speak to people who know you, who remember your last order, and who genuinely want to help. That personal touch is something we work hard to protect as we grow. 

Looking ahead to a bright future 

Timberlook may be turning ten, but as far as I’m concerned, we’re just getting started.  

We are also working on bringing Decorio into Tommy Trinder’s Framepoint™ quoting technology, which will give installers the same fast, photo-realistic quoting experience for aluminium that they already enjoy for Timberlook. 

But more than any specific product launch or event, what I want for the next chapter of Timberlook is simple: to keep listening, keep improving, and keep giving our installers the tools and the products they need to win more work. The heritage market is growing, and we intend to continue growing right alongside it.  

For more information, email sales@timberlook.com or visit Timberlook.com