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Universal Trade Frames has recognised the importance of not only offering high-quality products but also providing the specialised expertise required to manufacture and deliver these products with precision.
In today’s competitive market, the distinction between standard and premium products is increasingly evident, particularly within the construction and home improvement sectors.
Universal Trade Frames’ Sales Director, Richard Hammond, and Operations Director, Duncan Saunders, reveal how the company’s commitment to specialism and the development of a dedicated special operations team has been pivotal in their success.
Stability in a volatile market
Richard Hammond highlights the stability that premium products bring to the business, especially during economic downturns.
“The difference between premium and standard products is that standard products are far more susceptible to the cost of living crisis. Premium products give us a nice line of stability,” Richard said.
“When the economy takes a hit, customers might cut back on some things, but they still want quality in their homes, they see premium products as an investment.”
“We’ve got a particular customer who told us they achieved the same turnover as in previous years, but with a lower number of products actually being installed,” Richard elaborated.
“Our customers are winning contracts because they can promise something that competitors can’t match—a product that looks good, lasts longer, and adds genuine value to the property.”
“That’s the strength of premium products—they offer more value, even in challenging times.”
Universal Trade Frames offer a diverse range of premium products, ensuring that customers have access to the best possible options for their specific needs. “We pride ourselves on our comprehensive product line,” Richard said.
Universal’s product range includes the supply of the complete Residence Collection, including R9, R7, and R2; Optima Flush from Epwin; the Spectus Vertical Sliding Sash Window; and the Spectus Fully Reversible and Tilt-and-Turn options.
“From sliding sash and flush casement systems to fully reversible windows and smooth foil finishes, we provide products that elevate any project. These aren’t just cosmetic upgrades; they’re performance enhancements that make a significant difference.”
Among the company’s flagship offerings is the Residence Collection, which Richard described as integral to their flush casement portfolio.
“We’ve been manufacturing the Epwin Flush system for quite some time, and our Residence Collection—Residence 7, Residence², and Residence 9—is a key driver for many businesses in our industry.
“The demand for flush systems isn’t just a trend; it’s a reflection of a broader shift toward more refined, elegant home designs.”
Precision in practice
To meet the demands of the premium market, Universal Trade Frames has developed a dedicated special operations team. This team, as Richard describes, is composed of “naturally very experienced fabricators” who bring a level of care and attention to detail that is essential for high-end products.
“The experience and specialism of our Special Operations team really translate into the standard of the finished product that we deliver to our customers,” he said.
“Manufacturing premium products is not a fast-paced process,” Duncan said. “The accuracy and detail involved demand a skilled team with knowledge and experience.”
“Our main factory is where you’re shelling peas, if you like, your bread and butter. We needed a separate area where attention to detail, and that premium side of the product pulls through the workforce as well as the product itself,” Duncan explained
Duncan also emphasised the role of technology in maintaining these standards. “About 18 months ago, we made a significant investment—over a million pounds—in new equipment designed to mass-produce vertical sliders and flush casements,” he recalled.
“This wasn’t just about increasing our production capacity; it was about enhancing the precision and quality of our products. The new machinery allows us to maintain the highest standards of craftsmanship while meeting the growing demand for these premium products.”
“The Residence Collection sits at the top of the premium space,” Duncan said. “Our non-glass bonded HeritageWeld Residence Collection windows offer the benefits of traditional mechanical joints without the need for glass bonding, making installation easier and more cost-effective for installers.”
“The key advantage of our non-glass bonded Residence windows is that they can be fitted like any other PVC-U window, reducing installation complexity and costs, it also allows installers to source glass locally, further increasing flexibility and cost savings,” Duncan explained.
Simplifying the supply chain
Operating from a 30,000-square-foot state-of-the-art manufacturing facility in Shrewsbury, Shropshire, Universal Trade Frames combines advanced automation with skilled craftsmanship. The company employs 60 highly skilled personnel dedicated to manufacturing and customer support, ensuring a seamless experience from order to delivery.
“Our goal is to provide a single source for a wide range of premium and specialist products,” said Richard. “Typically, a large development will require multiple products. We didn’t want our customers to have to juggle different suppliers for each item.
“By bringing everything under one roof, we make it easy for them to source all of their premium products in one place. This not only streamlines the process but also ensures consistency in quality and design.”
Richard further explained the company’s customer-centric approach: “We go beyond just supplying products. We offer comprehensive technical support to ensure that everything we deliver matches perfectly, whether it’s a flush casement or a sliding sash.
“We provide a complete package that’s easy to manage, which takes a lot of the stress out of the equation for our customers.”
Meeting market demands
Richard observed a significant shift in the industry toward higher quality, niche products, and higher value items.
“There’s a growing demand for products that stand out—aluminium windows, vertical sliders, flush casements—items that offer something extra in terms of both aesthetics and performance,” he said. “This shift is reflected in our product offerings, and we’re constantly evolving to meet these demands.
“Our goal is simple—to ensure every customer receives the best possible product, delivered on time and in full. By continuing to invest in technology, expertise, and innovation, we’re confident that we’ll remain at the forefront of the premium product sector,” Richard concluded.
In summary, through strategic investments in technology and a dedicated workforce, the company is poised to continue leading the industry in the premium product sector. For more information about Universal Trade Frames product and service offer please call 01743 442244 or email info@utfl.co.uk.
