How manufacturer diversification
leads to unlimited design possibilities Russell Ager
When we look at the way buildings are being designed in Britain today it is clear that the demands placed on architects are becoming more complex. Energy performance targets tighten with each revision of the Building Regulations, clients expect greater design freedom and materials are scrutinised as much for their sustainability as for their looks. In this environment, window and door manufacturers cannot afford to stand still. Diversification is no longer optional. Our sector must stay relevant, support creativity and ensure that technical performance never comes at the cost of architectural vision. For those of us who make steel fenestration the challenge has always been to combine unmistakable elegance with modern expectations of efficiency, durability and environmental responsibility. Meeting that challenge has required us to broaden our thinking and invest in new solutions at every stage of our history. At Crittall Windows we have always seen
diversification as central to our role. It is why we are still here after more than 175 years and why architects continue to look to us when they want both certainty and choice. In practice, diversification means
providing an extensive product range that meets the needs of conservation areas as well as cutting-edge new builds. We must offer glazing that achieves the slim sightlines associated with steel windows while delivering the thermal performance demanded by modern regulations. We must also design systems that allow architects to respond with confidence when clients prioritise sustainability, security or acoustics. Architects working on listed properties
know that conservation officers often insist on like-for-like replacements. Our ability to supply windows visually indistinguishable from originals while meeting today’s standards is a direct result
of product development. At the same time, practices engaged with large-scale urban regeneration want steel systems that can form part of highly glazed façades, curtain walling and interiors where transparency and openness are key. Serving both ends of this spectrum is only possible because we have never allowed ourselves to be defined by a single product or era. Another strand of diversification is
technical. Thermal performance has long been an area where steel systems were seen as limited. By investing in advanced manufacturing techniques, precision engineering and high-performance glazing we have transformed performance. Today’s Crittall windows comfortably exceed the requirements of Part L while retaining the delicate profiles that make steel such a powerful design material. This balance of form and function is the result of years of refinement and the refusal to accept that character and compliance must exist in opposition. Sustainability is now firmly embedded in
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architectural decision-making. Here too, diversification has guided our approach. Steel is endlessly recyclable and offers longevity unmatched by many other materials. But sustainability is measured in more than embodied carbon. It is also about the supply chain, the efficiency of production and the ability to design buildings that remain adaptable long into the future. We have invested in energy- efficient plant and lean manufacturing systems to reduce waste and cut emissions, and we work closely with architects to ensure steel windows are specified in ways that maximise lifespan and minimise environmental impact. Diversification also means listening.
Architects don’t want a manufacturer who simply offers a catalogue. They seek a partner who engages with their ideas and helps resolve the conflicts that arise between ambition and regulation. Our design and technical teams ensure that each project receives tailored advice and support. By developing this consultative approach we have expanded our role beyond manufacturing into collaboration, a form of diversification less visible than a new product launch but every bit as important. For architects, the value of diversification is measured in practical outcomes. It allows steel windows to be specified for sensitive heritage projects as well as ambitious new builds. It ensures that compliance with regulations does not require compromise on appearance. And it gives confidence that the systems chosen today will continue to perform as expectations of efficiency and sustainability rise in the years ahead. Diversification is both a business strategy and a commitment to architects who need solutions as versatile as their ideas. At Crittall that commitment has shaped our past and it will continue to define our future.
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