Color, Entertainment and a Large Profile Rule at Fensterbau 2014March 27th, 2014 by DWM Magazine
“This is the Home Depot for fabricators,” said Tom Debusschere, Deceuninck CEO, when describing fensterbau/frontale, which is being held this week in Nuremberg, Germany. They come from countries far and wide including Poland, the Czech Republic, Turkey, Greece, Russia, Singapore, Macedonia, United States and more. One exhibitor said representatives from 47 countries would be visiting its booth.
But the feel of the trade show floor is nothing like a big box atmosphere. With huge booth spaces complete with waitresses, full bars and meals, “a lot of money is being spent here,” said one exhibitor.
Profine is a company spending a lot of that currency. The company’s booth includes a huge stage area with entertainment shows being held throughout the day, parties at night complete with bands and dancing.
“We want customers to enjoy the exhibition experience,” said Profine’s Robert Thiroff. Describing the entertainment aspect of the booth he added, “We want companies to connect with us in a visual way … This is a two-year showcase and it’s time for us to celebrate.”
U.S. and European Differences
Discussion with leaders on the trade show floor couldn’t help but turn to nuances in the two markets, or celebrating its differences if you will.
One difference is the larger profiles used in Europe as compared to the U.S. Profine unveiled several new products including a 76 mm system. Click here for video of that product.
Thiroff offered an exclusive statement to DWM magazine saying this 76 mmm system will be introduced to the U.S. as the company is extremely committed to this market. “We are looking for window fabricators to design it,” he said.
At the Inoutic booth (known as Deceuninck in the U.S.), the company displayed three generation of profiles. “In Europe they are moving to 76 mm and the U factors are very different than that of the U.S.,” said Filip Geeraert, president of Deceuninck North America. “Many times the U-factor is linked to the profile as opposed to the U.S. where it is center of glass.”
Another difference is increased use of triple-glazed products. In fact, triple glazing is more and more the standard in Europe.
“Seventy percent of windows in Germany are triple-glazed,” said Tom Debusschere, Deceuninck CEO. “In Europe there is a fundamental cultural difference about the longevity of the house. In Europe, homeowners have the notion that they will someday pass the house to their children. In the U.S. they move as they change careers, gain a promotion, etc.”
“So in Europe they are looking to pay more and are more focused on quality,” he said. “Thermal values are no longer even a discussion here.”
But while European companies may be the trendsetters, the U.S. sometimes takes the lead. In fact, Deceuninck’s U.S. division developed the Innergy reinforcement system which it is launching here at Fensterbau to see if there is any interest in the product for European markets.
Another huge trend at Fensterbau is the interest in color.
“People are willing to spend and there is a great interest in colors,” said Steve Dillon, VEKA marketing director. “We are really focused now on bringing these colors to the U.S.”
Demand for a large array of color options is highly present in the European market. To meet this demand, Deceuninck introduced its Omniral coating that paints the profile and is available in 36 colors. In fact, Debusschere said the company invested five million in a factory devoted to this sustainable, water-based coating.
Fensterbau continues through Saturday. Stay tuned to dwmmag.com for more news from the event.