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ADVERTORIAL: Meet the Bridgend company which is so popular it doesn’t need sales staff to sell its products

It is fair to suggest that if your company is in the sales game, it has probably got some sales people on board, doing what they do to generate more business.

But what about if a firm does not actually employ anyone to fulfill that role, and instead opts to buck the trend?

Can it work? Well, says Aluminium Windows & Shopfronts Ltd, the answer is yes.

The Bridgend-based company has proved the success of its preferred approach by celebrating its 20th anniversary this year.

In that time the family-run business has supplied quality products to domestic and commercial customers the length and breadth of Wales and England, expanding as it has gone along.

“We haven’t actually got a salesperson who works for us,” said managing director Brian Poulton. “It is all repeat clients, so obviously we are doing something right as we have been going for 20 years. A large portion of our business has grown as a result of high praise recommendations and repeat customers, speaking volumes for our ability to innovate.”

A 13-strong team of project managers, administration staff, estimators and fabricators combine to offer a highly-regarded service that was established in 2000 by Mr Poulton and his wife and fellow director Brenda Poulton.

The family feel is strengthened by the presence of their son-in-law and director Brett Davies, their daughter Jayne Poulton-Davies, who is in charge of HR, and their nephew Karl Poulton, who is also a director. It is a management team with over 90 years’ combined experience in the sector.

“The family element is important and it has gathered pace over the 20 years,” said Mr Poulton.

A go-ahead operation

The 12,500 square foot premises contains state-of-the-art machinery, like CNC machines and double headed mitre saws. They ensure the fabrication of high quality and finely-detailed aluminium products and the capacity to manufacture at high volumes.

AWS is big on commercial innovation and has a near limitless range of the industry’s best aluminium products.

It has built up strong relationships with fenestration systems like Reynaers, Altec Systems, Kawneer and Seniors. The versatility that comes with that allows the business to supply a wide breadth of aluminium windows, doors, and curtain walling, making it a very attractive option for any contractor or architect in the market for products for a commercial project. That area of trade accounts for around 90% of its operations, with domestic orders making up the balance.

AWS prides itself on evolving to keep up with current commercial trends and regularly reviewing its offerings.

Power of aluminium

“From a product point of view aluminium has become more versatile,” said Mr Poulton. “When we started there were basic options for aluminium but now aluminium ticks every box.

“You can have a complete home or a commercial unit supplied and fitted in aluminum, whereas probably 20 years ago aluminium was only fitted for your typical shop front and your office entrance. It has been able to be painted for many years in any colour, so that has always been one advantage.”

So, it is 20 years in and, alongside trying to stay ahead of the game, the philosophy which has served AWS well to date will remain intact.

“It is just keeping on delivering a quality product at affordable prices really,” said Mr Poutlon. “We try and be pretty niche there and offer a dynamic service for clients who require a quick turnaround. We would like to thank all our existing customers over the past 20 years for their support and loyalty.”

Where to find AWS: Village Farm Road, Village Farm Industrial Estate, Pyle, Bridgend, CF33 6BN.

Get in touch: Telephone 01656 747900 or visit the website

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