New, Different Paths in Challenging Times: Grewa Duo at the Helm Enters New Markets

A broader range, new solutions: more screens, outdoor blinds, and solar options in the future

A successful business transition is a key issue for many specialized companies. At Grewa, a family-owned business in Lower Saxony, the right steps were taken early on to ensure this. About two years ago, the next generation took over the company, ensuring that the apparel manufacturer and full-service supplier remained in family hands. However, the new management team took the helm during difficult times that posed major challenges for the industry. How did Pia and Michael Wilmering tackle this, and with what resources? With full commitment and an even broader business strategy.

It’s no secret that market conditions in the roller shutter and sun protection industry have been—and continue to be—challenging. Although capacity utilization is now picking up noticeably, profit margins are under pressure, competition is intensifying, and there is fierce competition for orders. Yet there is also reason for optimism. This is no different at Grewa in Lengerich. With great perseverance and dedication, the management duo has succeeded in keeping the specialized company on track and further developing its product portfolio in a targeted manner. “Despite all the challenges, we’ve set a lot in motion and achieved a great deal,” say Pia and Michael Wilmering, looking back on the past two years. A remarkable achievement for the couple, especially with two young children.

Since the fall of 2024, the managing director and authorized signatory have shouldered a “great responsibility”: for their team of 18 employees—and just as much for the approximately 350 trade customers who associate the manufacturer of roller shutter and sun protection systems with high-quality standards, flexible fulfillment of individual customer requests, and fast delivery times. This approach is paying off. “All in all, we’ve been able to maintain our positive results and win new customers,” the couple reflects. However, they also note that, amid initially declining sales since 2024, they’ve lost trade customers due to bankruptcies. ‘Business as usual’ was therefore not an option. They had to explore other avenues.

More focus on screens and outdoor blinds

“Thanks to new solutions and a stronger market position in the field of outdoor blinds and screens, we were able to tap into new markets and attract additional trade customers,” they explain. Grewa always delivers these sun protection systems pre-assembled, including the drive mechanism and, in some cases, the control system—and these products will play an even more central role in the future. According to the management duo, there is, in fact, growing demand for these products.

The three production facilities in Lengerich also manufacture ready-to-install roller shutters, roller shutter boxes, and custom-made front-mounted and surface-mounted components. “Here, too, revenue growth is stable, but it has not yet returned to pre-2024 levels,” explains Michael Wilmering. A key focus is on surface-mounted boxes for new construction. What sets this apart is that Grewa offers a wide variety of different brands, including robust, slim, and smart solutions. Many SELVE products are used in the roller shutter systems. The product range includes SE-Pro and radio-controlled drives for various roller shutter parts and much more. Both in the field of radio engineering and Smart Home The Lüdenscheid-based manufacturer has always offered—and continues to offer—expert support for custom products.

Targeted Support also in the field of solar energy

Broad market positioning, individualized support: that’s what SELVE stands for—and so does Grewa, which is why it further strengthened its team by adding its own field sales representative. In challenging times, effective support is essential, and to that end, SELVE sales professional Tim Fahrenholz has supported Grewa in various areas. In addition to his product expertise, he kept the management duo informed about trends and innovations and offered tips for boosting sales. “We’ve launched joint sales campaigns, provided training to Grewa technicians and Grewa trade customers, and also published professional social media posts about commeo 2.0,” the Key Account Manager summarizes. Grewa’s extensive product portfolio now “naturally includes solar solutions,” says Tim Fahrenholz, “because that is clearly a major trend within the industry.” SELVE offers an easy-to-install, fully autonomous solution for this. “Based on Grewa’s initial experiences, we plan to organize special solar sales promotions soon,” he explains.