Aiming for long-term customer relationships

Winsol unburdens

Earlier this year*, Winsol made prominent news when the company announced it had new shareholders. CEO Xavier Costenoble found the family holding company Sufina willing to invest in the company's future in a balanced ratio. Reason for Z&R to want to know how Winsol is doing at the end of the year. 

To find out, Z&R put a number of questions to CEO Costenoble of Winsol, which has about four hundred employees, is headquartered in Izegem, West Flanders, and has four production sites in Belgium and one in France. 

Xavier Costenoble.

Did the transition from Winsol into other hands go well?
"That one went perfectly. In fact, by the way, it was a go-around, because I had been CEO since May 2016, so I knew the company. And it's only continuing to move forward. The results now are better than before. Day by day, we continue to improve in numerous areas. We have a dynamic new executive team and very good management. We will build on this in the coming years." 

Z&R readers know Winsol primarily for its sun protection products, of course, but your delivery program is broader. What does it look like?

"In addition to blinds, we develop, manufacture and market windows and doors, sectional doors and shutters. The complete package is presented as a one-stop-shop concept for our customers in Belgium and northern France, allowing them to winterize with quality products for all seasons. This fits in with our desire to establish long-term relationships with our partners. That works better and faster in the long run because you know each other." 

"In addition, as Winsol, we also do new construction projects in windows and doors, balustrades and blinds in-house," adds Costenoble. "The one-stop shop is important for this too. What's further important is that we provide high-quality products and support for these projects. But first and foremost, we do everything with mutual respect for and from our customers and partners." 

Is it still possible to have such a broad delivery package in this day and age? If so, can the various product groups reinforce each other?
"In answer to the first part of the question: we can! Our goal is to be at least top three in every product group, and we are still succeeding. If, unexpectedly, that were to fall short, we will work on that." 

"The product groups can certainly reinforce each other, if only because we can offer the combination, for example of windows and doors and blinds or roller shutters and garage doors. Here again the advantage of the one-stop-shop concept applies, for us if we do projects in-house, but also for our customers, who can offer the end user a very wide range." 

Looking at sun protection and outdoor living, what are the focal points of Winsol's program?
"Currently, these are still the awnings - in Dutch parlance, sunshades - and screens. From 2019 we are going to catch up very strongly in the area of products for outdoor living. For outdoor living, we were able to study the market. We have developed a slatted roof to which we have added beautiful details that seem indispensable to us. As a result, we can now be very distinctive and innovative in that segment as well." 

Are there any new products coming up for solar and/or outdoor living for 2019? If so, can you comment on them already?
"In the last two years, we have renewed our entire range of awnings and also invested heavily in our screen products and added novelties to them. However, the most spectacular novelty in 2018 is the slatted roof SO! which I have just mentioned. We worked very hard on it in 2018 and presented it to the general public in November during Equip'Baie in Paris." 

"This roof has many innovations, two patents, a beautiful design and perfect value for money," Costenoble explains. "As always in our new products, with the SO! we have paid great attention to the connectivity that modern consumers expect: control via smartphone or tablet, from anywhere in the world. A special feature is that the louvers automatically adjust their position according to the position of the sun and other weather conditions."

"For the awning specialist it is also a very rewarding product," Costenoble continues, "because the quotation can be easily calculated and the slatted roof can be installed up to 40% faster, not least because of thorough pre-assembly at the factory. For sales, we have based ourselves on the automotive industry by offering three accessory packages - packs - although all options are also available separately. So we took all the stakeholders in the chain very much into account during the development of our slat roof."  

How does Winsol see the future of the blinds industry?
"As Winsol, we are going for a European approach and are putting all the necessary resources into this. This is why we will be making an appearance at the R+T in Stuttgart in 2021. Previously Winsol did not, but given our complete top range and ambitions, I think we should not be missing there." 

"The aforementioned connectivity, convenience and unburdening our client and his customer are very important to me," Costenoble lists a policy for Winsol. "We always respect each person's margins, as well as the exclusive regions assigned to our dealers. For us, these are crucial things in a partnership." 

Solar shading is becoming increasingly important when it comes to saving energy. Where does Winsol stand in this? Do you have the know-how to keep up with this development?
"We as Winsol are already very far along in processing energy saving measures and connectivity. We already offer our shutters with solar cell for energy supply and a screen with similar functionality is coming soon. We have even looked into equipping solar screens with solar cells to make them function independently of the fixed power grid, but that is still a little too early. For that, currently available technology is not yet adequate." 

Winsol is a Belgian company with a firm foothold in the Belgian market. What are Winsol's plans for the home market in the coming years? For example, would you like to further expand your dealer network?
"We want to further strengthen the dealer network as we know it today with the four-season one-stop shop in Belgium and northern France. I want to strengthen the loyalty of our dealers by establishing long-term partnerships that are lucrative for both parties. This approach transcends the product and includes the whole package of services around it. Beyond that, we are going to focus on sun protection specialists, whom, incidentally, we also want to support more broadly than just the product." 

In the Netherlands, dealers are less brand loyal. How does Winsol see its role in the Dutch market?
"It may be strange to say, but I find it very important that it clicks with a dealer and his work ethic. Therefore, an initial conversation I have is often not about products and terms of delivery, but about business practices and things like that. As Winsol, we strive for a win-win situation and long-term customer relationships." 

Early this year, you said you believed in Winsol's growth opportunities based on a long-term vision based on the growth pillars of sun protection and joinery - windows and doors. What are the outlines of that long-term vision?
"Rolling out solarization Europe is an important objective for me. Hence also the announced presence at the R+T 2021. Furthermore, it is important to unburden companies and clients in all aspects. The customer is central, in mutual respect."

Incidentally, Costenoble notes a difference between project customers and dealers serving the private market. "With the latter group, strengthening the brand and products that allow margin are important. For project customers, it's often about price and on-time delivery." 

Finally, is there anything you would like to add?
"Only that we at Winsol are ambitious. You ain't seen nothing yet!"

^* See Z&R 2 of 2018, p. 46: Window and awning manufacturer Winsol changes hands.

Text: Thijs Pubben    Image: Winsol