Why Most Steel Look Internal Doors Don’t Work for Installers and what to Offer Instead

If you’ve been in the trade long enough, you know the steel look internal doors and screens product is incredibly popular right now. Single glazed, easy to fit inside the home and showing no signs of slowing down.

But as with bifolds before them, the market is now saturated. From big-name brands to rebadged systems, we know you the installer is flooded with options that, in reality, all do the same thing—and look the same, too.

The problem? There aren’t that many systems on the market to give you a competitive edge. Even on this relatively new niche product we think its again competing on price, not benefits to your customer. And when your customers typically goes to three people for a quote, often they’re being quoted the same system – another forced drop in price just to secure the work.

That’s why at Glideline we offer a smarter route to steel look internal doors. GI34 is a benefit-packed, relatively exclusive and better-than-mainstream. AN ultra-slim aluminium internal glazing system designed for installers looking to offer steel look internal doors that are truly different. GI34 is more capable and you’re not competing with the mainstream systems.

Mainstream Steel Look Internal Door Systems: Why they may be hurting your business.

You’ve probably already encountered the problems that come with today’s most common internal glazing systems:

• One of the UK’s most well-known retail brands only offers hinged doors, with no sliding or pivot options. And with over 1,000 dealers across the country, you’ll be selling the same product as everyone else. That’s not good for margin or differentiation.

• Then there’s the popular system from the UK’s largest aluminium systems house. On paper, it looks like a good fit. But nearly every fabricator is making it, and even more are simply rebranding it. The market is saturated. Do you really want to enter that space?

• Other premium brands exist, but you won’t get access unless you’re part of a closed dealer network. That makes them a non-option for most of the trade.

• Some newer systems recently have launched, but the system companies behind them are known for shopfronts and commercial systems and it shows in the product. The result is internal glazing that lacks the luxury look, feel and refinement homeowners expect. It’s harder to recommend.

• Then we have the recent influx of made-in-Europe systems. Some of these are great, but you’ll struggle to show any product other than a small sample. And made abroad, there is no guarantee of service if something goes wrong. A single service issue could damage your local reputation.

With all this, the average installer is left quoting the same product, on the same terms, with limited room for upselling or differentiation.

GI34 Steel-Look Internal Doors from Glideline – A System That Solves Real Trade Challenges

We’ve chosen GI34 as an altogether different trade offering. It’s not stuffed in masses of showrooms. It’s not rebranded by a lot of the market. And it’s not restricted by dealer access or supply chain complexity.

Instead, it’s manufactured in-house by us at Glideline, tailored to your individual project, and supported from first enquiry to final fit. It delivers refined design, proven performance, and complete format flexibility.

What you get with GI34 Internal Doors

• Ultra-slim 29mm frame and sash, that’s slimmer than the competition. You can upsell a a clean, minimal aesthetic with balanced, modern sightlines.

• Supports all door types. GI34 gives your customers doors to get excited about. As well as hinged doors, you can offer sliding, pocket sliding, even pivot internal doors. More choice for your customer, more chance to secure the work. And all with no visible threshold.

• Bigger door sizes. Most if not all other internal door systems are limited in widths and heights. GI34 goes wider and taller. You can also upsell a door that doesn’t need a side panel or toplights. Bigger, wider, better-looking internal doors – a massive selling point.

• Suitable for residential and light commercial projects – get more work commercially.

• Distinctive hardware choices

• Lever/lever or lever/turn handles in black, bronze, gold, or silver, with snib turn options for privacy.

• It’s made from the same premium-grade aluminium and Qualicoat Powder coated finishes for peace of mind.

It’s a refined, architectural quality product, your competitors don’t have, and your homeowner customers haven’t seen. But is expertly crafted, luxurious in look and feel, bespoke and visually fantastic as well. That is a real sales advantage.

Glideline GI34 We Make It. You Install It.

We do everything in-house, and supply complete, ready-to-install screens and doors, made to the dimensions and configuration of your project. Easy to fix, working indoors

There’s no buying in parts. No fiddling with kits. No fabricator training required.

We support you with:

• Full technical documentation

• CAD drawings and layout advice

• Fast quoting turnaround

• Clean, packaged delivery for easy installation

• Consistent build quality, every time

Offer More Than Just Internal Doors

The GI34 is just one part of the Glideline trade offering.

We’re also behind some of the UK’s most capable aluminium glazing solutions—products many trade suppliers simply don’t offer. These include:

• GS15 – the UK’s slimmest sliding door with 15mm interlock and flush stacking.

• GS20 – the most refined version of 20mm interlock doors also with flush stacking.

• Frameless oriel and box windows – structurally bonded, architectural fixed glazing.

• Serving windows – for kitchens, garden rooms and hospitality.

• Roof glazing systems – roof lanterns, flat rooflights, lean-to and frameless eaves glazing

By working with Glideline, we’ve developed a bigger range, with more products, more unique features as well, plus the kind of specialist glazing most trade suppliers avoid.

Contemporary, slimline, beautifully made, engineered to last and with you the installer and your homeowner customers in mind.

It’s the difference between quoting for a screen and quoting for a full architectural package—with consistent sightlines, matching finishes, and standout designs.

Ready to Work with a Supplier That Doesn’t Compete With You?

Glideline is a trade-only manufacturer. We don’t sell direct. We don’t undercut you or price match your quote. And we don’t fill the market with identical products or a massive showroom network that makes your job harder.

Instead, we make distinctive products you can be proud to fit. And we give you the service and support you need to grow your business with confidence. Our products are designed to help you win business, not fight for margin. Why? Because we used to be installers ourselves before moving over to trade supply of windows and doors. If you’re ready to offer something better, get in touch.

Contact us to learn more about the GI34 system or to discuss becoming a Glideline trade partner.