In what is still a tough market, more contractors are fighting over less volume, creating more quoting and re-quoting activity for suppliers and merchants. The inevitable war on price is squeezing margins for the whole supply chain.

There’s been discounting activity on an unprecedented scale and, speaking just for us, we’ve had to walk away from some unprofitable deals. Instead, focussing on increasing lead generation, we’re creating value for merchant stockists and supporting them on closing orders. We’ve created more brand awareness using a new product demonstration trailer for merchant trade days throughout the UK & Ireland and the sales team has worked incredibly hard in a flat market. As a result, we’re well positioned for the recovery when it comes.

It’s the responsibility of leading companies to grow the market by investing in products and services that help customers expand the category and win more business. During 2025 Keylite launched several new products, to meet the changing needs of customers, building legislation and market trends. In June, we hosted a roofing innovation day together with our sister company Smartroof, for over 30 National House Builders, launching Modulite, a flat packed, modular, lightweight system designed to fit two roof windows side by side at an elevated pitch in a thermally efficient installation. It can be specified as an alternative to GRP dormers, solving lead time issues for house builders and providing homeowners with more usable floor area, an abundance of natural light and a contemporary aesthetic.

We’ve also developed a new range of flat roof products, supporting merchants with a gap in the market. Our research shows that flat roof windows make up a significant proportion of the category, but most merchants under index in this area as most sales come from on-line competitors, yet most merchants sell all the other materials required to complete a flat roof project. Adding the window to their portfolio can add significant extra revenue. We’ve been supporting merchants with training and marketing materials to help increase their sales of this part of the category.

Looking ahead, we can only hope that continued falls in the interest rate will stimulate the housing market and help deliver much needed growth. With continued investment, we’re ready.