The Spark of an Idea

Sunny Attlas, Chigwell Window Centre Managing Director says:“ The story began with an observation. Timber-alternative windows had existed in the market for over a decade, yet the concept remained unfamiliar to many homeowners. For a customer walking into a showroom— often buying windows for the first time or after many years— the terminology of uPVC,

aluminium, and timber alternatives could be overwhelming.

“ Recognising this gap, the team at Chigwell Window Centre saw an opportunity to craft a brand that would simplify the buying process for consumers. The name Layla Timber Style was born, deliberately weaving the word“ timber” into the identity to create an instant connection with authenticity and warmth.”

Turning Vision into Product

To bring Layla Timber Style to life, investment in production technology was essential. Chigwell Window Centre became the first Rehau Rio system manufacturer to offer timber-weld finishes not only on casement windows but also single and double doors. A new timber-weld machine and advanced Graff-weld technology ensured consistent, high-quality finishes, while maintaining the durability modern homeowners expect.

Layla Timber Style Windows is a testament to what happens when craftmanship, innovation, and consumer understanding come together

This capability gave the company a competitive edge, allowing it to produce up to 1,700 items per week with precision and reliability. The commitment to quality extended beyond hardware: an in-house software engineer was recruited to develop pricing and order-tracking tools, enhancing service for trade customers and freeing installers to focus on their businesses.

Creating a Brand for Consumers

Sam Weber, Chigwell Window Centre Sales and Marketing director says:“ Unlike previous trade-focused initiatives, Layla Timber Style was designed to resonate directly with homeowners. A consumer-facing brochure was developed as a guided journey, leading customers step by step through their options. Supported by a dedicated website and URL, the brand could now reach and nurture leads in ways previously untapped by the company. The launch strategy also included tangible marketing assets with genuine value to the end user, ensuring that trade partners could present the product to homeowners with confidence.”

The Grand Reveal

The first public showcase of Layla Timber Style was at Grand Designs Live, the prestigious consumer exhibition where Chigwell Window Centre had already enjoyed success at their first outing last year which generated nearly £ 800,000 in product sales, proving the power of connecting directly with customers.

The exhibition provided the perfect stage to tell the Layla Timber Style story— inviting consumers to see, touch, and understand the product in an environment designed to inspire home improvement dreams. From its craftsmanship to its care-

Timber Weld

Inside

Outside

The LAYLA Timber Style system, is the most realistic timber flush fit for ultimate authenticity.