AliDeck Innovation & Strategic Investment

Growing together, by investing in several areas to help serve you better, so we can continue to deliver project success.

We’re investing across technology, product development, market intelligence, channel partnerships, and operational efficiency. These aren’t just growth initiatives—they’re improvements that make us more credible, responsive, reliable, and capable of handling your projects more effectively.

Better Communication with AI

We’re implementing multiple omni-channel AI platforms to improve how we respond to enquiries and manage projects, and seamlessly connect our CRM to seven different channels; phone, SMS, email, live chat, WhatsApp, Facebook Messenger, and Instagram.

What this means for you:

  • Faster response times. Our AI assistant will answer initial questions immediately, day or night

  • Contact us however you prefer—not everyone wants to phone, and that’s fine

  • Better project tracking through CRM integration

  • More consistent service – the system helps capture and follow up enquiries

Our AI investment is a significant commitment over the next two years, to enable more enquiries, and greater efficiency, while capturing project information more reliably.

Digital Ordering and 3D Visualisation

DriveWorks and SolidWorks Integration

Our DriveWorks and SolidWorks integration will change how customers and partners interact with our products. You will be able to visualise products in real-time 3D, customise specifications, see instant pricing, and generate technical drawings through an intuitive web interface.

Benefits OF THIS INVESTMENT:

Quotation cycles

Reduced from days to minutes

Specification errors

Eliminated through automated validation

Visual certainty

See exactly what you’re getting before committing

Self-service

Standard configurations available 24/7, freeing up our technical team for complex queries

The new configurator system will capture detailed system data that will feed directly into production planning, creating zero-touch order processing for standard products.

New Products Opening Up Different Markets

We’re developing and patenting new innovations that leverage our manufacturing expertise while opening up new market opportunities.

Cladding Range

We’re developing cladding systems that use much of the same manufacturing infrastructure as our balcony products. This diversifies what we offer whilst leveraging what we’re already good at. The post-Grenfell cladding market is substantial, and our track record with fire-rated systems positions us well.

AliRail Insight Frameless Balustrades

Our new frameless glass balustrade system targets premium residential and commercial projects. It’s tested to 3.0kN, certified for public spaces, handles glass from 6+6mm to 10+10mm, and offers optional LED integration.

Our Next Product Launch

Post & Panel Rail System: Featuring Laser Cut Panels

  • Click images to view larger

Drainage Strategy and Project Specifications

We’ve taken a proactive approach to specifications. Our drainage systems are now specified on over 100 confirmed high-rise developments currently in planning or early construction.

The Technical Backing

BS EN 12056-3:2000 Part 3 Certified

Our balcony drainage systems are independently tested to this standard.

Exceeds Flow Rate Requirements

All configurations exceed the required flow rates for 1:50 year rainfall events plus 30% climate change allowance—the most demanding standard for long-term building compliance.

Three Distinct Solutions

Integrated deck channels, 20mm gutters, and 30mm gutters for high-capacity applications. This flexibility matters to specification teams because they can match the system to specific project requirements.

Why This Approach Works

When we identify projects at the design stage and work with specification teams early, we’re embedded in tender documents before competitive bidding starts.

  • 18-24 month forward visibility on projects
  • Much higher win rates before competitive bidding
  • Minimal sales cost because groundwork’s done

Fabricator Partner Programme

Our programme at balconypartnership.co.uk helps steel fabricators deliver AliDeck systems under their own brand.

How It Works

Technical Support

We provide comprehensive technical guidance and expertise.

Specification Help

See exactly what you’re getting before committing

Training & Pricing

Training programmes and margin-protected pricing for partners.

The Results

15+

Partners onboarded in 18 months

85%

Repeat business rate among partners

The fabricator partner programme enables scalable growth into new markets while maintaining focus and efficiency. Consistent repeat business across all regions demonstrates that this model is proven, sustainable, and mutually beneficial.

Example Fabricator Partnership Web Page

Leadership Structure

Executive Leadership

Richard Izzard

CEO, Canoports UK Limited | MD, AliDeck

Portfolio Brand Leadership

Sade Brownbill

Managing Director, Milwood Group (B2B trade)

Libby Wood

Director, Lurano (Premium B2C)

This organisational structure spreads responsibility and knowledge across the team, removing single points of failure and creating clear accountability.

Momentum

Specification Tracking System

Momentum is our CRM-based tracking system for monitoring projects 18-36 months before they reach procurement. Specification Managers Barry Mellow and Neil Jennings identify new developments, track specification progress, and ensure AliDeck/Milwood products get specified before competitive tender processes begin.

Fleet Investment

Bringing Logistics In-House

We’ve purchased two new 26-tonne lorries with integrated crane systems. This brings logistics under our direct control rather than relying on third-party haulage.

The Advantage

We influence specifications before competitors are even aware of the opportunity. This dramatically improves win rates and reduces cost-of-sale. It also gives us extended forward visibility for capacity planning.

50%+

Cost reduction vs £500K+ annual spend

18mo

Payback period, then £250K+ annual savings

Our Company Timeline

Company Founded

June 2013

Canoports UK Ltd established and opened first office at Turkey Mill, Kent

Milwood Group Launch & Expansion

2014

Created Milwood Group and moved into 8,000 sq ft warehouse facility in Hinckley, Leicestershire

B2B trade supply partner for major housing developers

Canoports.co.uk Launch

Mid-2014

Launched Canoports.co.uk as B2C brand, bringing outdoor living products directly to consumers

AliDeck Brand Launch

January 2019

Launched AliDeck – fire-rated aluminium balcony component systems for steel fabricators

Revolutionary B2B solution for complete balcony systems

AliDeck Aluminium Metal Decking Transparent Logo

Dedicated AliDeck Facility

January 2020

Moved AliDeck operations to dedicated 6,000 sq ft warehouse in Rochester

AliDeck Aluminium Metal Decking Transparent Logo

Major Infrastructure Investment

Late 2020

Moved into 75,000 sq ft warehouse with in-house fabrication facility and powder coat line

Vertical integration enabled full manufacturing control and capacity expansion

AliDeck Product Line Expansion

2020-2022

Launched complementary brands: AliClad (soffit & cladding), AliRail (modular balustrades), AliDrain (aluminium drainage), and A-Fence (aluminium fencing)

Creating comprehensive aluminium building systems portfolio

A-Rated Products Launch

2022-2023

Launched A-Rated Products (ARP) as B2C brand with dedicated online shop

Premium consumer-focused outdoor living products

Lurano Brand Launch

2025

Strategic merger of A-Rated Products and Canoports.co.uk into new premium B2C brand: Lurano Outdoor Living

Unified consumer brand positioning for premium outdoor living market

AliDeck Innovation & Strategic Investment

Over the next 12 months, we are committing a total strategic investment of £600,000—alongside thousands of hours of internal and external expertise each year—across technology, product development, and operational infrastructure, including but not limited to:

  • AI & Omni-Channel Communication — implementing multiple AI platforms connected across seven channels (phone, SMS, email, live chat, WhatsApp, Facebook Messenger, and Instagram) to deliver faster response times, better project tracking, and more consistent service, day or night
  • 3D Configurator & Digital Ordering — a DriveWorks and SolidWorks integration enabling real-time 3D visualisation, instant pricing, and automated technical drawings, reducing quotation cycles from days to minutes and creating zero-touch order processing for standard products
  • New Product Development — developing and patenting new innovations including a cladding range that leverages our existing fire-rated manufacturing expertise, the AliRail Insight frameless glass balustrade system, and our upcoming Post & Panel Rail System featuring laser-cut panels
  • Fleet & Logistics — two new 26-tonne lorries with integrated crane systems bringing logistics fully in-house, reducing costs by over 50% against our previous annual spend and giving us greater control over deliveries to better serve your projects