Investment in Leadership and Technology
How CWG Choices is Investing in its People, Products and Future
From its beginnings as a regional window manufacturer, CWG Choices Limited has continually evolved to become a multi-product supplier serving customers throughout the UK.
Building on Experience
Sales Director Dean Hague believes that continued success comes down to three things:
“People, relationships and adaptability. We have long-standing customers and employees with a huge amount of experience, and the business has always been willing to evolve as the industry has changed.”
That evolution is now particularly visible in the company’s strengthened leadership and continued investment in technology, products and people.
Alongside Dean, CWG has appointed Howard Trotter as Managing Director and Zoe Garrod as Finance Director.
They join the wider Leadership Team of Helen Chambers, Maryanne Halil and Stewart Hull, bringing together extensive operational, commercial, strategic and financial experience.
“We see a lot of potential in CWG,” Dean explains. “Strengthening the senior leadership team gives us the experience, structure and expertise we need to make better decisions and deliver sustainable, profitable growth.”
"Strengthening the senior leadership team gives us the experience, structure and expertise we need to deliver sustainable, profitable growth."
A New Managing Director with a Clear Starting Point
Howard Trotter joins CWG after more than 13 years at Shelforce, with his move driven by the scale of the opportunity ahead.
“CWG has a fantastic network of customers throughout the UK, and the growth possibilities are enormous,” he says. “CWG is an established brand with some fantastic products and a dedicated workforce, and meeting the team has reinforced the excitement and potential that exists.”
Howard’s immediate priorities are manufacturing efficiency and procurement, an approach shaped by a career spanning both social housing and the private market. His experience also provides valuable insight into governance for organisations such as local authorities and the Building Safety Regulator.
Looking further ahead, his ambition is to achieve “sustained growth in profitable products across all markets, both private and public sector,” supported by a workforce and brand he regards as genuine assets.
"CWG is an established brand with fantastic products, a dedicated workforce and enormous potential for growth."
Finance as a Business Partner
Zoe Garrod brings 35 years of finance experience to CWG, having progressed from Purchase Ledger Clerk to Group Finance Director.
“Having a passion for manufacturing and operational businesses, I was particularly drawn to an organisation where finance can play a key role in supporting strategic decision-making, driving performance and helping shape the future direction of the business,” she says.
“With backing from the Inwido Group and a highly decentralised structure, I felt it was the perfect opportunity.”
Zoe has been impressed by the culture she has encountered since joining: “There is a strong culture of collaboration and a willingness to embrace new ideas while staying true to core values.”
Her early priorities include strengthening financial insight, supporting strategic planning and ensuring the company has the information needed to make confident, data-driven decisions.
“The role of finance today is far more than just reporting numbers; it is about understanding the story behind the figures and helping the business make decisions that deliver long-term value.”
"The role of finance is far more than reporting numbers; it is about understanding the story behind the figures and helping the business deliver long-term value."
Investing in the Future
The leadership appointments are only part of the picture. CWG has also committed £400,000 to new machinery including a STUGA CNC machining centre for its Aldridge factory, supported by a strategic upgrade of the product range, a refreshed vehicle fleet and continued investment in its people.
Across the Leadership Team, the priorities for the next one to two years are closely aligned: improving manufacturing efficiency and profitability, growing the existing customer base and securing the right new business with customer experience at the centre.
Howard also highlights the importance of “developing new customers that share ethical values and put family first, both ours and theirs.” Zoe’s focus includes improving processes, standardising reporting and providing greater visibility of performance.
Together, the strengthened Leadership Team and wider investment programme signal a clear direction for CWG Choices: building upon its experience and customer relationships while creating a more efficient, sustainable business.
For Howard, the ambition is to “create an environment based on profitable growth where staff can grow with the business in being market leaders.”
With continued investment in manufacturing technology, products and people, CWG Choices is putting strong foundations in place for its next phase of growth.
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Contact the Sales Team: 01536 271940
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