For Chigwell Window Centre Plc, growth has never been about simply opening more locations or increasing product volume( although they’ re very, very good at that!) The company’ s long-term strategy has always focused on strengthening the areas that matter most to installers: dependable supply, strong technical knowledge, quality manufacturing and accessible support.

That approach now enters its next phase with the launch of CWC Trade-Direct, a new trade counter and distribution hub based in Reading.

Already manufacturing and distributing throughout London, Essex, Kent and Surrey, Chigwell Window Centre Plc sees the new operation as an important step in expanding its support network beyond the South East while maintaining the standards and service the business has become known for.

Crucially, Kevin Cornwall, Lead Business Development at Chigwell Window Centre Plc, believes successful trade counters are built around people first.

“ Trade counters only work brilliantly if you have the right person in place,” Kevin explains.“ You can have the products and the premises, but ultimately it’ s the person running the operation who shapes the customer experience day to day.” That thinking played a significant role in the appointment

of Carl Ward to lead the new Reading operation. Well known and highly respected throughout the industry, Carl brings extensive experience across windows, compliance and technical support, alongside the energy and practical understanding needed to support installers properly.

The relationship itself goes back many years. Kevin worked closely alongside Carl for more

than a decade during their time at UK Window Group, where Kevin spent 17 years helping expand the company’ s trade counter network from 10 locations to 23.

For Kevin, that experience provides confidence that the Reading branch will be built around the right foundations from day one.

The aim is not simply to create another distribution point, but

to establish a genuine trade hub where installers can access quality products, technical guidance and practical support from people who understand the realities of the industry.

Direct from Fabricator

The launch of CWC Trade-Direct also represents an important shift in how the business engages directly with installers.

While Chigwell Window Centre Plc has supplied trade counters on a business-to-business basis previously, the Reading operation marks the first time the company has launched and operated its own direct-to-trade counter model.

According to Kevin, that direct approach brings clear advantages for installers.

“ Because we manufacture the products ourselves, there’ s a