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That said, green shoots are beginning to
appear. Recent data from the Home Builders Federation showed a slight increase in planning approvals in Q2 2025, up by 7% from Q1. While that’s not yet translating into a significant uplift in housebuilding starts, it does suggest that the second half of the year could bring improved momentum for our sector – assuming those approvals turn into action.
Where we’ve seen more consistent performance is in the repair, maintenance, and improvement (RMI) market. While not immune to economic pressures, this segment has proved more resilient. Many homeowners, perhaps unwilling or unable to move due to high mortgage rates, have focused on improving the homes they already have. This cost-conscious approach has helped buoy the home improvement market, and with better weather through spring and early summer, the industry has seen a particularly strong performance in outdoor and landscaping- related timber products.
This trend has also played into the rising popularity of decorative MDF applications. At W Howard, we’ve seen continued growth in our veneered wrapped MDF range – a product that offers the aesthetic appeal of real hardwood at a more accessible price point. In uncertain economic times, customers – both trade and consumer – are looking for ways to maintain quality and style without compromising budgets. Our real wood veneered range offers the look and feel of solid timber, with the consistency and workability of MDF. It’s a perfect example of how modern manufacturing can provide smart, stylish, and sustainable solutions. Indeed, sustainability is no longer a buzzword – it’s a fundamental requirement. Customers want to know not just what a product does, but how it’s made, and what impact it has on the environment. This is driving change across the timber industry, and at W Howard, we take that responsibility seriously. We’re proud to offer sustainably sourced MDF products and continually invest in greener manufacturing processes. It’s not just about staying ahead – it’s about doing the right thing, for our partners, our customers, and the planet.
This commitment to innovation and environmental responsibility is the driving force behind one of our most exciting developments to date: W Howard Pillo.
A SUSTAINABLE LEAP FORWARD Launching officially in January 2026, W Howard Pillo is our new brand dedicated to sustainable wood fibre insulation solutions. Its first product – a loose fill, wood-fibre insulation – is made entirely from recycled MDF; a revolutionary step for an industry that has long struggled with end-of-life
solutions for engineered wood products. Historically, waste MDF has been a major environmental challenge. It is estimated that over 350,000 tonnes of MDF go to landfill each year in the UK alone. Due to the nature of the resins used in MDF production, recycling has not traditionally been viable. However, working with Manchester-based MDF Recovery, we’ve helped develop a ground-breaking process that changes the game completely.
This new technology allows for the
breakdown and recovery of wood fibre from waste MDF, creating a raw material suitable for use in insulation. W Howard Pillo’s loose fill insulation will offer a sustainable, high-performance option for timber frame housebuilders, especially for use in SIPs panels – a construction method gaining popularity due to its thermal efficiency and reduced build time.
There’s been growing industry buzz around this innovative recycling technology over the past few years, and we’re proud to be the first company to bring it to market. It’s a solution that not only reduces landfill waste but also supports the growing need for circular economy thinking when it comes to construction materials. The move strengthens our sustainability credentials even further and gives our merchant partners a new, eco-conscious product line to offer their customers.
At W Howard, our ethos has always been one of reliability, responsiveness and innovation. We understand the pressures
our merchant partners face, particularly in a market where customer expectations are high and demand can fluctuate rapidly. That’s why we continue to invest in the infrastructure that allows us to deliver – literally and figuratively – across the UK and Ireland. We stock one of the most extensive ranges of primed MDF profiles in Europe, available in both standard and bespoke specifications. Our strategically located sites across England, Wales, and Ireland ensure that we can meet urgent delivery needs, helping our partners maintain their own customer service levels in a highly competitive environment. And innovation doesn’t stop at product level. We are continually seeking ways to improve our logistics, customer service, and digital support, ensuring that doing business with W Howard remains as seamless and efficient as possible.
Despite the ongoing economic challenges facing the construction sector, there are reasons to be cautiously optimistic. A modest rebound in planning approvals, stable RMI activity, and growing consumer focus on sustainability all point to a market that is evolving and ready for those companies that can adapt with it.
At W Howard, we’re embracing that evolution. Whether through our popular real wood veneered MDF range, our commitment to sustainable production, or the game- changing innovation behind W Howard Pillo, we’re focused on supporting our merchants, meeting market needs, and building a more sustainable future for the timber trade. ■
Above: W Howard is focused on meeting market needs
www.ttjonline.com | July/August 2025 | TTJ
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