In Conversation With… UltraView directors, Jonny Davis & James Filmer
Few companies in any industry survive 50 years. Fewer still arrive at that milestone in the middle of a reinvention. For Cotswold Windows – now rebranded as UltraView – the anniversary is not a moment to look back, but a platform from which to step forward. We sat down with UltraView directors James Filmer and Jonny Davis at their new showroom in Toddington to talk about what five decades have taught them, and where the next chapter leads.
Half a century in glass
Only a small percentage of businesses reach 50 years. That Cotswold Windows has done so – and is doing so at a moment of significant transformation – says something about the vision of the people behind it.
“Conservative, honest, transparent management has carried us through recessions and difficult cycles,” says Jonny Davis, who has led the business alongside his parents before him. “That, and not being afraid to take risks and change direction when necessary.”
James Filmer, who joined and shaped the business’s evolution toward premium glazing, echoes this sentiment, reflecting on the changing nature of the company’s relationships with clients and architects. “One of the things I’m most proud of is how our relationship with architects has changed. We’ve worked hard to establish our expertise in the industry and we are now being seen as partners and expert collaborators – it’s very rewarding to get that recognition.”
A new name, a new direction
This change of direction is most boldly reflected in the directors’ decision to rebrand the company from Cotswold Windows to UltraView – a name chosen to reflect both the nature of the work and the scale of the ambition.
“We needed a name that represented what we actually do now,” says James. “We’re not just a window company – we’re working on large-format glazing and very detailed architectural design work. ‘Cotswold Windows’ no longer told that story. And it placed us geographically in a way that limits where we can grow.”
The name UltraView was selected for its clarity and confidence – as James says: “It sums up what we do best – great performance with great design and a great view. It’s the ultra view!”
The showroom: built to inspire
Alongside the rebrand, UltraView has opened a new Sky-Frame and MHB showroom in the Cotswolds – a space that is not simply a trade-stand but a welcoming, real-life working architectural destination.
Inspired by the Swiss Sky-Frame showroom concept and the MHB HQ in Holland, the new environment is designed to demonstrate both glazing systems in a setting that feels residential rather than commercial.
“We want clients to walk in and be able to feel what these products are like to live with,” says Jonny. “There’s a kitchen area. The setting looks out onto oak trees. We want to create the experience of being at home – because that’s ultimately what we’re helping people build.”
Sky-Frame frameless glazing and MHB steel windows and doors are both on display, showcasing a range of configurations, alongside Rako smart home controls and XAL Lighting systems – giving architects and homeowners a single, authoritative reference point for specification decisions.
Working with architects: from transaction to collaboration
The evolution of the company’s relationship with regional architects is one of the most rewarding developments for James and Jonny. From transactional supplier to trusted design partner – the shift has been gradual yet deliberate and, for James and Jonny, deeply meaningful.
“Architects come to us now because they know we’ll solve problems, not just quote for them,” says James. “On complex projects, we’re involved early in the design process – helping them understand what’s possible, where to push the system, how to bring a design idea to life and make it actually work on site.”
The new showroom is a way to deepen those relationships further. It is not just somewhere for professionals to get help with glazing specifications – it’s also an inviting space where architects can bring their clients so they can touch, feel, see the systems on display.
“When you see a premium product up close, it changes everything” says James. “Glazing not only forms your building shell, it’s how it looks, it’s what you see through every day, and it provides a barrier of security for you and your family. It needs to do a lot – and yet still perform well and look aesthetically pleasing.”
To read more about how UltraView has been working with architects, take a look at the ‘In Conversation with’ series of architect-led articles on the website, beginning with Daniel Gore of Tyack Architects.
Looking ahead as UltraView
Ask James and Jonny about the next 50 years and they are already looking ahead to what the future of glazing might look like – energy performance and product longevity – alongside great engineering and design – are key factors in what comes next.
As Jonny notes: “We have to look at the next generation coming though and what will be important to them. That will be things like energy conservation and environmental concerns – the clients we will be working with in the future will want glazing that has good insulation performance and longevity.”
Fortunately, UltraView is ahead of the curve in that respect. MHB steel windows and doors come with a 100+ year service life and Sky-Frame systems are designed to last – Swiss-engineered from high quality materials and to the highest standards, products are developed so that they can be easily upgraded over generations.
“We chose to partner with Sky-Frame and MHB because we have to stand by the products we fit for customers,” says James. “There are many, many systems out there but they are not all the same. We are trying to put the best possible solution forward for people because we feel a big responsibility about doing the right thing.”
Fifty years on, it’s clear the company is not slowing down. It is, in the most precise sense of the word, reframing itself.
Be a part of the next chapter
Visit the new UltraView showroom in Toddington to take a closer look at Sky-Frame and MHB glazing systems in a real architectural environment. See architectural glazing systems up close, and enjoy a coffee while creating your next glazing project.