Whitesales
Whitesales is a UK-based manufacturer and distributor of rooflights and bespoke roof glazing systems, serving roofing contractors, building merchants, architects and homeowners across the UK from facilities in Surrey and Livingston, Scotland.
- Company typePrivate
- Founded1994
- HeadquartersCranleigh, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Whitesales does
Whitesales is a UK-based designer, manufacturer and distributor of rooflights and overhead roof glazing systems, operating as a trading division of Ryno Ltd from its headquarters in Cranleigh, Surrey with manufacturing facilities in Livingston, Scotland. The company sells a portfolio organised into modular flat-roof windows (em.glaze Premium, Economy, Resi, Electric Opening, Linked Glass and Skyvu Lantern ranges, plus em.dome polycarbonate, ray.lux and em.tube sun tunnels), a bespoke fabrication line covering heritage replicas, barrel vaults, pyramids, ridgelights, lanterns, monopitch/northlights, multipane and flat-glass systems, and accessories including em.curb uPVC upstands and timber sloping upstands. Technical differentiators include flush glass-to-edge designs with thermally broken aluminium profiles, CWCT TN66/TN67 Class 1 non-fragile certification, thermal performance down to 1.23 W/m²K, 34 dB acoustic insulation and 86% light transmission, plus a partnership with Window Master for app-controlled electric ventilation.
The business operates a hybrid go-to-market model: direct field sales via Area Sales Managers targeting architects, specifiers and large commercial contractors; a UK-wide building merchant and retailer network supported by a dedicated five-step program with training, marketing assets and e-commerce integration; a self-service online RUFUS Part Configurator generating unique assembly part codes; and a homeowner referral path through merchants and installers. Pricing is quote-based with no publicly disclosed list prices; lead times are 3–5 days for stock modular sizes and 3–5 weeks for bespoke products. Customers span roofing and building contractors, merchants and retailers, architects and specifiers, homeowners and fabricators, with named projects across education (Cowes Enterprise College, Woodview Primary, Claremont Fan Court), heritage and entertainment (Somerset House, Apollo Victoria Theatre), rail infrastructure (West Kirby Railway Station) and large social-housing refurbishment (Lancaster West Estate, 31 ridgelights across three phases).
Commercial credibility is anchored by ISO 9001 quality management, SSIP safety, Constructionline Gold for UK government procurement, CWCT non-fragility certification and RIBA-accredited CPD provider status, which together act as gatekeepers for public-sector and heritage specification. The company is privately held, does not disclose revenue, has no external funding rounds in the input data, and is led by Finance Director Simon Taylor. Its strategic posture is best characterised as a mature specialist extending into digital specification tools, smart-controlled product variants and consolidated operations under the Ryno umbrella, rather than a high-velocity scale-up.
Whitesales firmographics
Firmographics- Name
- Whitesales
- Legal name
- Ryno Ltd
- Website
- https://whitesales.co.uk
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Whitesales is a UK-based manufacturer and distributor of rooflights and bespoke roof glazing systems, serving roofing contractors, building merchants, architects and homeowners across the UK from facilities in Surrey and Livingston, Scotland.
- Ownership category
- akta.pro rank
Whitesales industry classification
Industry- Product category
- Roof Glazing Systems
- akta.pro primary industry
- Skylights, Roof Glazing & Glass Roofing Systems (IMADAHAK)
- akta.pro secondary industries
- Skylights, Roof Windows & Daylighting (IMADAFAL), Skylights & Roof Windows (IMADAIAD), Skylight & Roof Penetration Flashing (Exterior) (HSAPAKAJ), Flashing, Edge Metal & Roof Accessories (IMADAFAJ)
Keywords
Where Whitesales is headquartered
LocationHeadquarters
- HQ city
- Cranleigh
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Whitesales business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Rooflight Product Sales: One-time hardware sales of rooflights including flat glass, polycarbonate domes, lanterns, and bespoke solutions. Products sold directly and through merchant channels.
- Bespoke Roof Glazing Systems: Custom-designed and manufactured roof glazing solutions for complex projects including heritage replacements, commercial atriums, and industrial rooflights. Manufacturing to exact specifications with design support.
- Accessories and Components: Sale of complementary products including upstands, controls, ventilation systems, and replacement parts for rooflight installations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Custom quotation based on specifications |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
Whitesales product offering
Product offeringCore offering
Whitesales designs, manufactures, and distributes roof glazing systems including modular flat glass rooflights, polycarbonate domes, barrel vaults, lanterns, and bespoke daylighting solutions for commercial and residential buildings. The company also supplies proprietary accessories such as em.curb uPVC upstands, timber sloping upstands, and electric opening controls, complemented by design, technical, and merchant support services plus the RUFUS online specification configurator.
Product overview
Whitesales is a UK-based manufacturer and supplier of roof glazing systems operating as a trading division of Ryno Ltd. The company offers a comprehensive portfolio of rooflight products organized into three main categories: standard/modular flat roof windows (including em.glaze Premium, em.glaze Electric Opening, em.glaze Resi, em.glaze linked glass, em.glaze Skyvu Lantern, em.dome polycarbonate, ray.lux, and em.tube Sun Tunnel), bespoke/custom rooflights (including heritage replicas, barrel vaults, pyramids, ridgelights, lanterns, monopitch/northlights, and multipane), and accessories (em.curb upstands, Timber Sloping Upstand, controls). Products are supported by technical services including design support, merchant support, CPD training, and the RUFUS online configurator. The company operates manufacturing facilities in Livingston, Scotland and Surrey, UK.
Differentiator
Problem solved
Functional benefit
Brands
- em.glaze: Range of flat glass rooflights including Premium, Economy, Resi, Electric Opening, and Linked Glass variants.
- em.dome
- em.curb
- em.line
- em.vault
- em.tube
- ray.lux
- Skyvu Lantern
- RUFUS
Products and services
- em.glaze Flat Glass Premium
Quantifiable outcome
- Lead times as fast as 3-5 days for stock sizes, 3-5 weeks for bespoke products
- +4 more outcomes
Companies that use Whitesales
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles5 records
Whitesales technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Whitesales partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Ryno LimitedcoreWhitesales operates as a trading division of Ryno Limited. This integration simplifies operations and provides a stronger organizational structure for the rooflight business.
- Window MastercorePartnership for smart building technology controls. Window Master provides intelligent control units with App connectivity for em.glaze Electric Opening rooflights, enabling mobile phone connectivity and automated ventilation.
- LareineminorPartnership providing additional support capabilities including design, technical and installation assistance, and bespoke fitting services across the UK.
- CWCT (Centre for Window & Cladding Technology)coreTesting and certification partnership for non-fragility classification. Products tested to CWCT TN66 & 67 standards for Class 1 and Class 2 ratings.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Whitesales competitors and assessment
Company assessmentBroad incumbents
- Saint-Gobain Glass (and Pilkington): Major glass manufacturers supplying float and coated glass products used in architectural glazing including rooflights. They are upstream suppliers rather than direct competitors but their distribution channels and contractor relationships meaningfully shape the competitive context Whitesales operates in for high-performance flat glass rooflights.
- VELUX Group: Global market leader in roof windows and skylights for residential and commercial buildings. VELUX is the most direct peer to Whitesales in terms of rooflight category, but at vastly greater scale and geographic breadth, with an extensive range of pitched and flat-roof skylights including electric and solar-powered variants.
- Rinnai (Kingspan Daylight) — former kingspan daylight now operated under different brand: Mentioned as an adjacent context; a broader building envelope specialist with daylighting product lines. Comparable as a wide-portfolio incumbent serving commercial roofing/daylight specifications where Whitesales also competes on larger commercial tenders.
Direct peers
- Keylite Roof Windows: UK-based manufacturer of pitched and flat-roof roof windows with established merchant distribution and integrated upstand/flashing systems. Keylite is one of Whitesales' closest direct competitors in the UK flat-roof and pitched-roof window category for both stock and bespoke commercial applications.
- Sunsquare Flat Roof Skylights: UK specialist manufacturer of flat-roof skylights and roof lanterns with a focus on thermally efficient, architectural-grade flat glass rooflights. Direct competitor in the premium residential and commercial flat-roof skylight segment alongside Whitesales' em.glaze Premium range.
- FAKRO: One of the world's largest manufacturers of roof windows, flat-roof skylights, and loft ladders, headquartered in Europe with strong UK distribution. FAKRO competes head-to-head with Whitesales in flat-glass and modular skylights, including electric/smoke-ventilation variants and bespoke heritage-style roof windows.
- The Rooflight Company: UK specialist in premium bespoke rooflights and walk-on glass roof structures, focused on heritage and architectural projects. Overlaps with Whitesales' bespoke/heritage range of replica and listed-building roof glazing, targeting the same architect/specifier segment.
- Colt (Coltlite): UK specialist in glazed roof, smoke ventilation, and natural daylight systems including skylights, rooflights, and continuous barrel-vault glazing. Overlaps with Whitesales' bespoke barrel-vault, monopitch, and smoke-ventilation rooflight solutions for commercial and industrial buildings.
- Brett Martin Daylight Systems: UK and Ireland manufacturer of polycarbonate dome, pyramid, and barrel-vault rooflights plus glazing bars and roof accessories. Direct overlap with Whitesales' em.dome, em.vault, and em.line polycarbonate rooflight lines and merchant distribution in the UK/Ireland market.
Regional players
- Skylights International (Truelook): Specialist rooflight and skylight manufacturer primarily serving non-UK European markets including bespoke heritage and conservation glazing. Comparable product mix to Whitesales' bespoke heritage range, but operating in different geographies, hence regional-player status.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Whitesales social profiles
Digital presenceWhitesales compliance and trust
Trust signalCompliance5 records
Whitesales financial estimates
Financial estimateRevenue estimate
Valuation estimate
Whitesales leadership team
Management profileNumber of profiles
Profiles1 record
Whitesales funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Whitesales M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Whitesales
What does Whitesales do?
Whitesales designs, manufactures, and distributes roof glazing systems including modular flat glass rooflights, polycarbonate domes, barrel vaults, lanterns, and bespoke daylighting solutions for commercial and residential buildings. The company also supplies proprietary accessories such as em.curb uPVC upstands, timber sloping upstands, and electric opening controls, complemented by design, technical, and merchant support services plus the RUFUS online specification configurator.
Is Whitesales a public or private company?
Whitesales is a private company. It is classified as corporate owned and is currently operating.
When was Whitesales founded?
Whitesales was founded in 1994. It employs 51 to 100 people.
Where is Whitesales based?
Whitesales is headquartered in Cranleigh, United Kingdom, in the Europe region.
How does Whitesales make money?
Three revenue lines are on record. Rooflight Product Sales are the primary driver. The others are bespoke Roof Glazing Systems and accessories and Components.
Who are Whitesales's main competitors?
Broad incumbents on record are Saint-Gobain Glass (and Pilkington), VELUX Group and Rinnai (Kingspan Daylight) — former kingspan daylight now operated under different brand. Direct peers are Keylite Roof Windows, Sunsquare Flat Roof Skylights, FAKRO, The Rooflight Company, Colt (Coltlite) and Brett Martin Daylight Systems. Skylights International (Truelook) is listed as a regional player.
Does Whitesales have an API?
No public API is recorded for Whitesales.
What industry is Whitesales in?
Whitesales's product category is Roof Glazing Systems. Its primary akta.pro industry code is IMADAHAK, Skylights, Roof Glazing & Glass Roofing Systems, with a secondary code of IMADAFAL, Skylights, Roof Windows & Daylighting.