How Strategic Marketing Support Helped William Richards Grow Without Compromising Craftsmanship

Client: William Richards, bespoke timber sash window specialists

When bespoke window specialists William Richards needed to find a way to grow without compromising their reputation for craftsmanship, Your Marketing Department provided the strategic marketing support to separate their luxury handmade brand from their supply-only operation — protecting quality while creating room for sustainable growth.

When craftsmanship creates its own challenge

When William Richards first approached Your Marketing Department, they had reached capacity. Demand was high, lead times were long, and there was no clear route to growth without sacrificing the standards that defined their success.

A new overseas production partnership promised faster turnaround — but risked eroding the brand’s reputation for craftsmanship and quality.

They needed strategic marketing clarity to find a sustainable way forward and ensure that their reputation as a luxury window manufacturer could continue to grow.

Seeing opportunity in separation

Through research into the market and the business itself, YMD discovered something pivotal: William Richards already operated a sister company, Sash Windows UK, which had a strong digital presence and existing SEO and PPC marketing.

Rather than trying to make one brand stretch across two very different audiences, the solution was clear.

• William Richards would remain the luxury, handmade brand — the one customers were happy to wait for.

• Sash Windows UK would focus on scalable, supply-only production using the overseas factory.

  
  

The split gave both parts of the business the clarity to grow on their own terms — one representing craftsmanship and heritage; the other, speed and efficiency.

Strategic marketing support that protects what matters most

With the brand architecture defined, YMD developed a marketing strategy that re-established William Richards as a luxury heritage brand for discerning homeowners and architects.

The message was simple but powerful:

“Returning period homes to their original splendour.”

This approach defined a clear audience of affluent homeowners and architects, built an identity around quality and tradition, and set the tone for every touchpoint — from photography and print to customer communications and aftercare.

Results that protects brand equity and enable growth

The new dual-brand model gave the directors the clarity and confidence to make strategic decisions without compromising their core values.

• William Richards now holds its place as a premium, heritage-led name.

• Sash Windows UK continues to perform commercially through its established digital marketing channels.

  
  

While the team ultimately decided not to pursue the full offline luxury campaign, the strategy remains a foundation for how both brands grow today — proof that sometimes the smartest way forward isn’t about doing more, but doing it more clearly.

In their words

“YMD helped us see how we could grow without losing what makes us who we are.The split gave us clarity — one brand focused on craftsmanship, the other on speed — and it’s made every decision since so much easier.”

What this means for other growing manufacturers

The William Richards story is one many owner-led manufacturing SMEs will recognise.

As businesses grow, it’s easy for success to create its own pressure — long lead times, new markets, stretched resources, and difficult decisions about how to scale without losing what makes the brand special.

The lesson here is simple: growth doesn’t have to come at the expense of identity. With clear positioning and the right marketing strategy, it’s possible to expand while protecting the qualities your customers value most.

If you’re at a similar crossroads — balancing demand, capacity and brand perception — it may be time to revisit your marketing strategy. Your Marketing Department helps ambitious SMEs find clarity, focus and the confidence to grow on their own terms.

Get in touch to explore how a fresh strategic perspective could unlock your next stage of growth.