AluK: Upgrading the FIT Show Experience

AluK is a leading designer and manufacturer of aluminium window, door and façade systems for the residential and commercial markets, supplying fabricators, installers and specifiers across the UK and beyond. As part of its drive to re‑establish the brand as a premium trade partner, AluK returned to FIT Show 2025 to bring its ‘Upgrade Your System’ campaign to life on the show floor. The team set out to showcase not only innovative products, but also the service, training and technical support that set AluK apart.

Stand‑out results

The response to AluK’s presence at FIT Show was exceptional. The stand was consistently busy, generating more than 300 enquiries from prospects and helping the team reconnect with existing customers. The S67 slider, a hero product on the stand, went on to win Product of the Year at the G‑Awards and has since become the best‑selling slider in the AluK range, with sales running at around 300% above target. The IconiK bifold, soft‑launched at the show, created such a buzz that seven fabricators were ready to come on board as soon as it was officially launched in December. Nearly 30 of the enquiries generated at FIT Show have already converted into new AluK customers.

“FIT Show was the perfect platform to prove that AluK is back where it belongs – as a premium, full‑service partner for fabricators and installers,” said Russell Yates, Managing Director of AluK UK. “We were able to showcase our latest products, but just as importantly demonstrate the depth of technical, software and marketing support that sits behind them, all under one roof.”

A VIP journey for fabricators and installers

AluK’s primary target audience at FIT Show was fabricators, supported by installers looking to source AluK products via the company’s fabrication partners. To deliver an “upgraded” experience that matched the campaign message, AluK created a full VIP journey: a branded entrance, bespoke lanyards, VIP invitations, goodie bags and access to a dedicated AluK party with street‑food buffet, DJ, saxophonist and cocktails. The stand itself was carefully zoned to highlight new products, 360‑degree support, Academy training and technical services, with guided product tours delivered via headsets to ensure every visitor received focused, relevant information.

Service, support and live demonstrations

Beyond product, AluK used FIT Show to shine a light on the support that underpins its offer. A dedicated technical support desk allowed customers to ask in‑depth questions and book one‑to‑one “software surgeries” on LogiKal, while the marketing team were on hand throughout the event to help partners access upgraded sales and marketing collateral. A hospitality area gave AluK fabricators space to host their own customers, reinforcing the sense of partnership. The company also made full use of the live features across the show: in the installer demo zone, the team demonstrated how to fit the S67 slider and even ran a timed challenge to prove it could be installed in around 15 minutes, while seminar slots – including an Aberporth Primary School case study and a materials panel featuring Russell Yates – helped to elevate the brand story.

“From a marketing point of view, FIT Show allowed us to bring ‘Upgrade Your System’ to life in a really tangible way,” added Alex Gallop, Marketing Director at AluK. “Every element - from the stand zoning and guided tours to the VIP party and seminar content - was designed to give our customers an upgraded experience and show how we can help them grow.”​

Collaboration in action

Collaboration was a key theme of AluK’s FIT Show strategy. For the Aberporth Primary School seminar, the team invited Fentrade managing director Chris Reeks and architect Mathew Tench to join them on stage, adding real depth and credibility to the case study. On the stand, AluK hosted Rhino Aluminium to showcase its new aluminium entrance door, giving Rhino access to AluK’s audience of fabricators and installers and generating strong enquiry levels for both businesses.

Reflecting on AluK’s participation, FIT Show Event Director Nickie West said: “AluK showed exactly what can be achieved when a brand commits fully to the FIT Show platform. They used every touchpoint - from their stand and VIP activity to the demo zones and learning programme - to create a joined‑up experience for customers. It was a powerful demonstration of how We FIT Together as an industry.”

Advice for future exhibitors

Reflecting on the experience, AluK’s key takeaway is the value of early, close engagement with the FIT Show organisers. By sharing their objectives well in advance and working together on opportunities - from branded VIP entrances and lanyards to seminar slots and shared marketing - they were able to deliver a joined‑up ‘Upgrade Your System’ experience that extended far beyond the stand itself. Their advice to future exhibitors is simple: treat FIT Show as a partnership, be clear about what success looks like, and use every platform the event offers to bring your brand story to life.

Ready to take your place at FIT Show 2027? Join industry leaders like AluK and bring your brand to life at the  NEC Birmingham, 18 - 20 May 2027. Secure your stand today and be part of the UK’s only dedicated trade event for fabricators and installers. Enquire now to maximise your impact.