Hardware & Security
Winning by Doing Things Differently
At a time when many fabricators are diversifying from PVC-U into aluminium to capture premium market share, Hampshire-based Alimax is boldly bucking the trend. Founded seven years ago by Mark Matthews, David Gower and Ginnette Polychronopulos on the edge of the New Forest, the trade-only manufacturer has built a stellar reputation for premium aluminium windows and doors.
True to their customer-first approach, when their loyal installer base kept asking for PVC-U products delivered with the same uncompromising service, Alimax didn’ t hesitate. They invested in a new mezzanine-floor, dedicated PVC-U fabrication line, utilising the premium VEKA Omnia double-flush system, System 10 and Rustique. To ensure this new line was backed by the right hardware from day one, they turned to their trusted long-term hardware partner, Window Ware.
“ Our installers chose our path for us,” explains Mark Matthews, Director of Alimax.“ They loved our aluminium service and wanted the same quality in PVC-U. But launching a new line from scratch requires flawless execution. We’ ve worked with Window Ware throughout our careers; whenever we move, we always come back to them. They were the natural choice to help us spec, source, and secure the hardware for this new venture.”
Window Ware’ s role went far beyond simply supplying components. They worked closely with the Alimax team to advise on and spec the perfect hardware package to suit the new VEKA system, including high-security Yale door and window locking systems, Armis handles, and Eurospec cylinders.
Because Alimax prioritises a lean, agile operation, they choose not to tie up capital and space in massive hardware stock. Instead, they rely on Window Ware’ s robust logistical infrastructure.
Les Maros, Area Sales Manager at Alimax, explains,“ In this industry, everyone wants everything yesterday. We don’ t have the storage space to carry a large inventory, but with Window Ware, we don’ t need to. They act as an extension of our own warehouse. Their high stock levels, dependable next-day delivery, and brilliant, easy-to-work-with team keep our production line moving seamlessly.”
For Window Ware, Alimax’ s success comes down to doing business with people you trust. Mark Barzotelli, Window Ware Area Sales Manager, comments:“ Alimax proves that when you focus on quality, precision, and strong partnerships, you can achieve remarkable growth even in a challenging market. We are proud to have supported them in setting up this new fabrication line, ensuring they have the reliable, top-tier hardware needed to uphold their fantastic reputation.”
With the PVC-U line thriving, Alimax is already recruiting for fabrication staff and exploring future-proof innovations, including Yale’ s SensCheck-ready smart hardware. By pairing Alimax’ s obsessive attention to manufacturing detail with Window Ware’ s reliable supply chain, this partnership proves that even when reversing the industry trend, people still buy from people.
www. windowware. co. uk
52 OCTOBER 2026 CLEARVIEW-UK. COM