Co-ordinated by the British Woodworking Federation (BWF), the alliance will comprise companies through the whole supply chain, including raw material suppliers, manufacturers and installers.
Designed as a marketing initiative to address misconceptions about the performance of wood windows and promoting recent research work such as BRE‘s extension of the expected service life of timber windows to 35 years (for BWF Timber Window Accreditation scheme windows), the alliance is expected to act as a brand with a recognisable mark which can be displayed by its members and promoted to the public.
A soft launch will be held in June, followed by a bigger launch in the autumn, when the alliance will be promoted to the industry. A consumer drive will then follow in 2008 and is likely to involve the targeting of home interest magazines.
“It’s the right political climate to be launching such a scheme,” said the BWF’s Ruth Soundarajah.
She said one of the aims was to deliver a strong message about the sustainability credentials of wood windows and how they could be solutions in the government’s vision for a carbon neutral future.
Allan French, engineering director at Scottish window manufacturer Blairs, said the alliance was an opportunity for the industry to join together rather than work individually, as well as dispell myths about timber windows.
“We recognise the time is right. There is an unparalleled opportunity to come together to grow and develop the industry,” he said.
Mr French said the alliance could help fight back against the marketing power of of the PVCu industry.
