What Safestyle UK does

Safestyle UK is a publicly listed UK home improvement company (LSE: SFE; legal entity ASHI Group Limited) that designs, manufactures, and directly sells PVCu replacement windows, doors, and roofline products to residential homeowners across England, Wales, and Scotland. Founded in 1992 and headquartered in Norwich, the company operates a vertically integrated direct-to-consumer model with a field sales force providing next-day in-home quotes, an in-house manufacturing footprint branded 'Made in Britain', and an in-house installation capability. The product portfolio spans uPVC casement, bay, sash, French, and tilt-and-turn windows in double, triple, and secondary glazing configurations, alongside composite, uPVC, aluminium, French, patio, bi-fold, and front/back doors, plus a roofline range covering soffits, fascias, bargeboards, guttering, and cladding.

The company monetises through one-time product sales to homeowners, with deposits from £249 and customer financing arranged through a panel of FCA-regulated lenders (representative 11.9% APR over 36 months) on which Safestyle earns credit-broker introduction fees as an ancillary revenue stream. Safestyle holds BFRC, GGF, and FENSA certifications, which are effectively required for compliant UK residential fenestration installation, and it markets through mass-market TV advertising and a 34,000+ five-star Trustpilot review base. It is authorised and regulated by the Financial Conduct Authority (FCA Register no. 302334) in respect of its credit-broker activity.

The business is exposed to the UK housing repair, maintenance, and improvement (RMI) cycle, consumer financing conditions, and the cost of PVCu inputs. Note: the financial table provided in the source data contains figures in the trillions of dollars that are clearly corrupted, so no verified revenue or earnings figures are available; downstream analysis should be treated as low confidence until reconciled with audited accounts.

Name

Safestyle UK

Legal name

ASHI Group Limited

Website

https://safestyleukplc.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Safestyle UK is a publicly listed (LSE: SFE), vertically integrated UK manufacturer and direct-to-consumer retailer of PVCu windows, doors, and roofline products, serving residential homeowners across England, Wales, and Scotland through field sales, installation, and FCA-regulated customer financing.

Ownership category

akta.pro rank

Product category

Home Improvement Windows & Doors Manufacturing

akta.pro primary industry

Security Door & Impact-Resistant Window Replacement (HSAPAJAL)

Keywords

• Replacement windows
• UPVC doors
• Roofline products
• Home improvement
• Double glazing

Headquarters

HQ city

St. Helier

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Marketing or Sales, Supply Chain, Operations, Infrastructure

Revenue model

1. Windows, Doors & Roofline Sales: Direct sales of uPVC windows, doors, and roofline products to residential homeowners. One-time purchase model with financing options available through a panel of lenders. Deposits start from £249 for windows and doors. The company acts as a credit broker, not a lender, earning introduction fees when customers open credit accounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Safestyle UK is a direct-to-consumer manufacturer and installer of uPVC (unplasticised polyvinyl chloride) replacement windows, doors, and roofline products for UK residential homeowners. The company produces its own windows and doors in Britain and offers installation services across England, Wales, and Scotland. It also acts as an FCA-regulated credit broker, facilitating customer financing through a panel of lenders.

Product overview

Safestyle UK is a home improvement company offering a unified portfolio of windows, doors, and roofline products. The Windows product line includes uPVC casement, bay, sash, French, and tilt & turn windows, available in double and triple glazed options as well as secondary glazing. The Doors range encompasses composite doors, uPVC doors, aluminium doors, French doors, patio doors, bi-fold doors, and front/back doors. The Roofline category covers soffits and fascias, bargeboards, guttering, and cladding. All products are offered with various colour options and can be purchased with financing options. The company operates across England, Wales, and Scotland with over 30 years of brand history.

Differentiator

Problem solved

Functional benefit

Products and services

• Casement Windows Flexible uPVC casement-style windows for residential homeowners seeking to personalize and enhance their homes.
• Bay Windows Various uPVC bay window styles including bow, angle, and box bay configurations for residential properties.
• Sash Windows uPVC sash windows designed to maintain the authentic period-property appearance of residential homes.
• Tilt & Turn Windows uPVC windows with tilt and turn opening functionality offering flexible ventilation and cleaning options for homeowners.
• French Windows uPVC French windows designed for homeowners wanting to enjoy unobstructed views from their homes.
• Triple-Glazed Windows Windows with triple-glazed sealed units for improved heat retention and reduced energy bills for residential properties.
• Double Glazed Windows Standard double-glazed windows offering enhanced thermal performance for UK residential properties.
• Secondary Glazing Secondary glazing solution fitted internally to provide additional insulation for residential homes.
• Composite Doors Composite front and back doors for residential homeowners offering a strong first impression and wide-ranging security and insulation benefits.
• uPVC Doors uPVC external doors for residential properties offering variety of styles at competitive prices.
• Aluminium Doors Aluminium external doors for residential homeowners offering durability, security, and a modern aesthetic.
• French Doors uPVC French doors as a traditional external option for residential garden access.
• Patio Doors Space-saving sliding patio doors for residential outdoor access.
• Bi-Fold Doors Modern aluminium/uPVC bi-fold doors as an alternative to traditional patio and French doors for residential homes.
• Front and Back Doors Front and back doors for residential homeowners designed with aesthetics in mind without compromising security, robustness, or durability.
• Soffits and Fascias Resilient uPVC soffits and fascias supporting residential roof guttering systems.
• Bargeboards uPVC bargeboards protecting residential roofs from damage while maintaining the home's appearance.
• Guttering uPVC guttering and downpipes for long-lasting residential roof drainage.
• Cladding uPVC cladding providing a stylish new exterior look and improved home insulation for residential properties.

Quantifiable outcome

• Over 34,000 5-star Trustpilot reviews

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Zenith Staybrite: UK-based home improvements company specializing in windows, doors, and roofline products for residential customers. Directly comparable in product mix, go-to-market approach, and target customer segment.
• Anglian Home Improvements: UK national direct-to-consumer installer of replacement windows, doors, and conservatories. Closest like-for-like competitor with comparable product range, TV-led marketing, and in-home sales model.
• Everest Home Improvements: UK national DTC supplier and installer of windows, doors, and roofing products. Overlaps directly with Safestyle on uPVC window and door replacement for residential customers, with similar finance-led conversion.
• Crystal Direct: UK manufacturer and installer of uPVC windows, doors, and conservatories supplying retail and trade customers. Comparable vertically integrated window/door manufacturing and installation model, though with stronger trade exposure.
• CR Smith: Scottish-headquartered window, door, and conservatory manufacturer and installer serving UK residential customers. Comparable vertically integrated model with a regional strength that complements Safestyle's national coverage.

Others

• Travis Perkins: UK builders' merchant serving trade and DIY customers across structural, building, and finishing products. Not a direct competitor but an adjacent distribution and supply-chain participant in the UK residential renovation value chain.
• Saint-Gobain: Global building materials group whose UK activities include glass and insulation supply relevant to Safestyle's glazing-heavy product set. Adjacent as a key upstream supplier and energy-efficiency beneficiary rather than a direct competitor.

Broad incumbents

• B&Q: UK's largest home improvement and garden retailer (Kingfisher plc). Sells a broader DIY range including some windows and doors, but does not match Safestyle's specialist installation-led, full-fenestration proposition.
• Wickes: UK home improvement retailer and DIY merchant with a wider kitchen, bathroom, and building-products portfolio that includes some windows and doors. Adjacent rather than direct: serves a broader category and includes trade alongside DIY.
• Jeld-Wen: Global manufacturer of windows, doors, and related building products with UK operations. Overlaps with Safestyle on the underlying fenestration product category but operates as a B2B/builder-oriented manufacturer rather than a DTC installer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/safestyleukplc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Safestyle UK