Innovation alone is not enough: Why reliability is becoming a decisive factor in window construction

The new Winkhaus trend study provides answers to this question. To this end, the experiences and expectations of 100 window manufacturers and 143 architects in the field of window technology were surveyed across Germany. The initial results already paint a clear picture: Although innovation is still expected, the question of how reliably systems and partners perform in everyday situations is becoming increasingly important.

Product quality as a crucial criterion
Both architects and window manufacturers opt for durable and reliable fittings. For instance, 82 percent of architects surveyed said that product quality was a decisive factor when choosing a hardware manufacturer. This topic is also a key focus area for skilled tradespeople. Quality is an important factor for 71 per cent of window manufacturers when choosing a supplier. The conclusion: As complexity in the construction industry increases, durable and robust systems are becoming increasingly important.

In addition to technology, it is above all the cooperation between processors, planners and manufacturers that shapes day-to-day work. A key aspect here is reliability throughout the entire project process. For example, 37 percent of window manufacturers say that delivery reliability and punctuality are among the most important criteria when selecting a fitting manufacturer. Almost a quarter of those surveyed (24 per cent) also prefer to have a dedicated, personal point of contact. Many processors, therefore, rely on close contacts and direct communication to ensure that projects can be carried out efficiently and according to plan.

The situation is similar among the architects surveyed: 40 per cent say that technical support and expert advice from the manufacturer greatly influence the selection decision. This means that product quality is not the only crucial factor; professional support and partnership-based exchange are also important. Many architects and window builders therefore prioritise reliable technology, dependable contacts, clear information and expert advice. This short insight into our trend study shows that expectations in the market are evolving. Innovation remains important, but there is also a growing desire for reliable solutions and strong partnerships. “The study shows what matters in our customers everyday lives: In addition to innovation, reliable products, plannable processes and strong contact persons are particularly important. We aim to combine these aspects with modern solutions to create real added value in our daily work,” explains Marc Götte, Head of Marketing at the Winkhaus Group and a member of the Management Board.

These results provide an initial insight into the Winkhaus trend study. Further results will be published in the future, with individual topics explored in greater detail. These will include insights into the evolution of window technology and digital planning processes, along with the latest ventilation concepts. The Fensterbau Frontale trade fair in Nuremberg, scheduled for 24–27 March 2026, is an ideal opportunity for face-to-face discussions. The Winkhaus trade fair stand is located in Hall 4, Stand 243.