Built for Growth: Why we only choose premium systems
- Posted by Thomas Weston|
- 14 September 2026|
- News
As Genius PVC Trade Frames continues its own growth journey, every investment is being made with one goal in mind: helping installers grow too. Sales & Marketing Director Karl Williamson explains why choosing the right systems has always been about much more than the profile itself…
Why we launched with Kömmerling
When we started Genius, we wanted to manufacture premium products at competitive prices and build a business that installers could genuinely rely on.
We launched with Kömmerling; one of the best-known profile systems in the industry. But it wasn’t just the quality of the profile that attracted us. Kömmerling is a global business, so we knew we’d have the technical expertise, marketing support and product development behind us as we grew.
Investing in the machinery to match the system
We also wanted to make sure the quality of the system was reflected in the finished product, so we invested in the best machinery we could. There’s no point choosing a premium system if you don’t manufacture it properly.
Every stage of our production process is geared towards producing frames that installers can fit with confidence. The system itself also gave us the flexibility we needed.
We offer both chamfered and ovolo because, when you’re delivering nationwide, you quickly realise that trends vary across the UK. What works in one region isn’t always what customers want somewhere else, so it’s important to offer genuine choice.
That’s become even more important as colour has grown in popularity. Kömmerling has continued to expand its colour offering over the years and we’ve matched that by increasing our own stockholding.
Today, we offer 25 colour variations, with many of the most popular finishes available on our five-day lead time. That gives installers more opportunities without having to manage extended lead times.
A partnership that’s grown alongside our business
The relationship we’ve built with Kömmerling has grown alongside the business. Before joining Genius, I actually managed the account for four years, so I’ve seen the relationship from both sides.
Over the years we’ve built strong connections with the technical and operations teams, and today we’re proud to be one of Kömmerling’s leading accounts.
Like any good partnership, it’s built on trust, openness and a shared commitment to doing things properly.
As Genius has grown, we’ve continued to ask ourselves the same question: what else can we do to help our customers?
Expanding the range with Deceuninck
That’s what led us to introduce Deceuninck. Deceuninck is another globally-recognised systems company with outstanding technical support, strong marketing resources and a reputation for quality.
Just as importantly, it offers one of the widest colour ranges available in the UK, giving installers even greater flexibility when they’re helping homeowners choose the right products.
Today we manufacture the 2500 chamfered and 2800 ovolo systems, along with flush sash windows, patio doors and triple-track sliding doors, with timber-look products coming soon. It’s a range that allows our customers to cover almost every type of project through one trusted fabrication partner.
The relationships we’ve built there have developed quickly too, right through the business, from technical teams to senior management. That level of support gives us confidence to keep investing because we know we’re working with partners who share the same long-term outlook.
Every investment, viewed through one lens
For me, that’s really what this is all about.
People often ask why we’ve chosen these systems, but the answer isn’t simply because they’re premium products. We chose them because they help us become a better partner for our customers.
Every investment we make is viewed through that lens. If we’re increasing our colour stock, it’s because it helps installers respond more quickly to demand. If we’re investing in machinery, it’s because we want every frame to leave our factory to the highest standard.
If we’re expanding our systems portfolio, it’s because we want customers to have more choice without compromising on quality.
Genius is entering the next stage of its own growth, but we don’t see growth as something we do on our own. We want to work with installers who are ambitious, who are investing in their own businesses and who are looking for a fabrication partner that shares that mindset.
This means our job is to give them the products, the service and the support they need to grow with confidence.
Want a fabrication partner who chooses every system with your growth in mind? Talk to the Genius PVC Trade Frames team about becoming a trade partner today.
