You've decided to get new windows. You do the sensible thing: you get three quotes from the biggest, most trusted names in the industry. You call Everest. You call Anglian. You call Safestyle. You sit through three presentations, compare three prices, and make your choice.
What the salespeople didn't tell you is that you just got three quotes from the exact same company.
The Private Equity Takeover Nobody Told You About
The UK double glazing industry has undergone a massive, quiet consolidation. Over the last few years, the biggest household names have repeatedly collapsed under the weight of their own outdated business models — only to be bought out of administration by the same buyer.
- Everest went bust — for the third time in a decade.
- Safestyle went into liquidation.
Both were snapped up by the ASHI Group — a private equity-backed conglomerate that already owned Anglian Home Improvements. Three of the UK's biggest and most recognisable double glazing brands are now controlled by a single private equity group.
Three Brands. One Owner. Zero Competition.
When you invite these companies into your home, they still wear different uniforms. They still hand you different brochures. Their salespeople will still claim their product is superior to the other two. But the "competition" between them is an illusion. The money all flows to the same place.
This matters enormously when it comes to pricing. If you get quotes from Anglian, Everest, and Safestyle thinking you are establishing the "market rate," you are not. You are establishing the ASHI Group's rate. You are comparing apples with apples — priced by the same farmer.
Why Prices Are Going Up, Not Down
Private equity groups buy distressed assets for one reason: to make them profitable and sell them on at a higher price. The ASHI Group is reportedly being prepared for sale. To look attractive to potential buyers, they need to demonstrate high margins and strong revenue growth.
In the double glazing industry, "high margins" means one thing: charging homeowners as much as possible on the sliding commission scale. The salespeople sitting in your living room are not just earning commission for themselves — they are generating the margin that makes the ASHI Group look attractive to its next buyer.
| Brand | Current Owner | Previous Administrations |
|---|---|---|
| Anglian Home Improvements | ASHI Group | None (original ASHI asset) |
| Everest | ASHI Group | 3 times in the last decade |
| Safestyle UK | ASHI Group | Liquidation 2023 |
What This Means for You
The days of relying on a big brand name as a guarantee of quality, fairness, or financial security are over. The brand is a marketing wrapper for a private equity group. The salespeople are commission-only contractors. The "lifetime guarantee" is only as good as the company's ability to avoid going bust again.
If you want a fair deal, you have to ignore the brand entirely and focus on one thing: the floor price — the actual cost of the materials and labour before the enormous sales commissions and corporate margins are added on top.
The floor price is real. It exists. And it is often 40–60% below the first price you are quoted.