<em>Looking back at the first half of the new roof window standard in the Czech Republic</em>

Brno - One of the reasons why living in the attic is so popular today is the roof windows from the Scandinavian company VELUX. More than 75 years ago, it was the first to offer the public a natural way of lighting an otherwise overlooked space that had not been utilized for everyday life until then. Thanks to innovations, a focus on quality, environmental protection, and its active approach to customers, it is a leader in all markets it operates in.

The strategy behind this success remains the same. Listening to customers and offering a quality portfolio of products that meets their various needs. For example, Czech customers can choose from a much broader portfolio than customers in some other European countries where VELUX does not offer as many model ranges. This also makes it much easier for them to select a suitable solution for their specific situation without having to compromise on their high quality standards.

“We continuously strive to identify the needs of our customers and prepare adequate solutions that meet their individual requirements with regard to our high standards. Customers are aware that they are not just buying a quality window that will serve them for a long time, but they are acquiring everything that the VELUX brand symbolizes. This means proven and innovative technology, an emphasis on natural materials, or the typically Scandinavian approach to environmental protection, which manifests itself, for example, in the use of wood from sustainable forestry, or the fact that the very production of the window exceeds standard norms for ecological production and recycles most of the waste generated during manufacturing,” stated Petr Král, marketing manager of VELUX Czech Republic.

The VELUX product portfolio in the Czech market, in light of this customer-centric strategy, covers a much broader range than is common elsewhere, which is more challenging for the company in many respects. This benefits the customer, who can choose from a wider model range of products. It is always better to have more options to choose from than to be pushed into a narrowly defined offer. It is similar to cars; while only a fraction of interested buyers will purchase a fully equipped vehicle, others will choose features according to their needs and finances. Some might therefore prefer to skip the massage feature in the seats, while others might opt out of the leather interior. Nevertheless, each of them will obtain a very high-quality car that completely meets their needs without compromising on quality or comfort. The same applies to windows; some will appreciate stronger noise insulation, while others will prefer an affordable price. Yet both will receive the above-standard quality of VELUX windows.

An example reflecting the specific needs of customers can be traditional pivot roof windows, which Czech customers can obtain with bottom control, suitable for higher-positioned windows. This is clearly an advantage for them.

Strategy considering stricter energy requirements

Part of the strategy focused on the needs of the local market also included the introduction of affordable roof windows with triple glazing in the spring of this year. This was a response to changing market demands and stricter legislative requirements for the energy efficiency of new builds and renovated buildings. The introduction of energy-efficient triple glazing into the more affordable category of Standard Plus roof windows has enabled more customers to achieve better thermal insulating properties in roof windows. The public received this step very positively since it gained better energy performance glazing than with double glazing, while also being able to afford a quality window with triple glazing from the VELUX brand that meets current and future legislative requirements for Uw value.

Strategy to offer adequate solutions for every need

VELUX roof windows have always represented the best in their category. It is commendable that VELUX can offer these attributes across all price categories, which differ mainly in additional features. Customers, regardless of the category, can be assured that they are acquiring a window of above-standard quality. Even the basic product range, Standard, offers a functional and reliable solution without compromising on quality. Customers here can choose between traditional wooden or maintenance-free versions, as well as the placement of window controls. Here, they also have access to a unique two-step ventilation system characteristic of VELUX windows.

Users looking for an affordable yet quality roof window can choose without compromise within this model range. However, if customers place a greater emphasis on energy efficiency, they will move up a category to the Standard Plus product range. This adds several additional practical elements to the basic functions, primarily the affordable triple glazing. Compared to the double glazing of the previous category, it offers improvements in all parameters relevant to the energy efficiency of the window and the very comfort of living. It also reduces the possibility of the so-called radiant cold, which arises as a subjective perception of the temperature difference between a heat source and a cold source. Thanks to the warmer inner pane of the roof window, this effect is significantly mitigated.

The optimal combination of energy-saving parameters of affordable triple glazing meets current and future legislative requirements for Uw value. While the low Uw of 1.1 W/m² satisfies energy requirements for 2021, the value "g" for solar gain = 0.55 is the best among triple glazing. Both values "Uw" and "g" together represent a very good value Eref, or the best "energy balance" at an affordable price. The offered parameters make this triple glazing a product with the best price/performance ratio.

Customers who demand maximum comfort and convenience from their roof window choose the Premium product range. The showcase of VELUX roof windows that offers a wide array of features that enhance living comfort in the attic. It can meet the most demanding expectations, whether from features available in the Standard Plus series, such as safety, energy efficiency, or insulation, or from practical solutions for easier use, such as a special layer against condensation on the outer glass, a self-cleaning window function, or significant reduction of external noise and rain noise. The entire Premium product range, like the two lower model ranges, integrates excellently with the VELUX INTEGRA remote automation system. The Premium product range is the most popular model range among our western neighbors, and it is increasingly finding supporters among Czech customers, with its popularity rising each year.

Strategy emphasizing simplicity and universality

VELUX is not just about quality roof windows, as every customer will be convinced from their first contact with the customer service center. Whether you are still in the project phase or already in the middle of installation, you will always receive professional assistance and advice. A different and unique approach to the customer can be noticed right from the selection of the window. It begins with expert advice during selection, which is served by a professional customer hotline, and continues through the availability of quality installation services provided by trained installation companies in all regions of the country to ensuring after-sales service throughout the country.

However, some features of VELUX roof windows may be appreciated by users much later. Particularly at the moment they want to upgrade, complement, or replace the window. Typically, it is only then that they realize how thoughtful the VELUX system is. It all begins with the installation of the roof window itself. The installation is maximally simple and quick, leaving trained installers little room for errors. Standardized window dimensions also allow for the use of almost all accessories across all model ranges, even several generations back. Did you know, for example, that all manual windows with top-opening VELUX can be easily converted to electrically operated? Similarly, shading accessories can also be easily combined.

As a Scandinavian company, VELUX places a strong emphasis on the use of natural materials. Wood, as a traditional material, has been used since its inception, and unlike competitors who rely exclusively on plastic, it can effectively utilize wood even in environments that may seem unsuitable for wood at first glance. Thanks to long-standing innovations, customers demanding a durable window for harsh conditions can use a unique combination of wood and a special polyurethane layer. This maintenance-free VELUX window is characterized by the absence of visible welds on the white surface, which could spoil the visual experience and could also be a reason for dirt accumulation. The core is made from thermally treated wood, ensuring strength and offering excellent insulation properties. The polyurethane waterproof layer ensures long durability without the need for cleaning or painting.

All of these are individual pieces of the mosaic that makes up the VELUX brand strategy strictly oriented towards the customer and their individual needs. It is the satisfaction and positive feedback of the customer that has allowed VELUX to gradually achieve the position of a leader in every market in which it currently operates.