A Genius partnership that’s built to last
In an industry where reliability can make or break a business, DL Window Systems’ Damian Simpson says working with Genius is proof that the right supplier can make all the difference.
When it comes to building highly productive long-term partnerships in fenestration, trust, consistency and support are key.
For Damian Simpson, managing director of Dewsbury-based DL Window Systems, those qualities are what set Genius PVC Trade Frames, a leading supplier of high-quality window and door systems, apart – and why he now considers them not just a supplier, but a vital part of his business’s success.
Founded in 1993, DL Window Systems is said to have earned a strong reputation across Yorkshire for installing quality PVC-U and aluminium products in both residential and commercial sectors. From large-scale projects in schools and hospitals to bespoke mill conversions, the company has built its name on reliability and excellence.
But even the most experienced installers need supply partners they can depend on, and that’s where Genius comes in, says Damian: “Since partnering with Genius five-plus years ago, they’ve become a trusted and important part of our supply chain. It has been seamless and they’re like an extended arm of our business,” reflected Damian.
Central to this working relationship is Genius’s standard, five-day lead times and dependable delivery.
Indeed, despite operating from Norwich, Genius still delivers to DL Window Systems’ West Yorkshire base within that time, or even quicker, according to Damian.
“Their standard five-day lead time is among the best in the industry and, if needed, that has even been brought down to two-three days which, when you consider the distance between Norwich and Yorkshire, is fantastic. Genius just makes my life so much easier and have never once let me down on delivery.”
This, combined with Genius’s online ordering platform and fast quote turnaround, means DL’s day-to-day operations are significantly more efficient. And the partnership has translated into more than just convenience – it’s enabled growth and a revamped showroom in Dewsbury.
Unchanged since the 1990s, it needed a full-scale transformation to reflect today’s market and DL’s complete range of products, particularly with the rise of aluminium and advanced PVC-U systems.
Genius supplied stand-out products for the refurb, including Kommerling casement and tilt-and-turn windows, French doors, and the Deceuninck patio door. DL is also planning to feature Genius’s Deceuninck flush casement window soon.
The result, says Damian, is a modern space and contemporary layout: “We’ve wanted to modernise the space for some time, and Genius offered their support to help make it happen.
“The new showroom has surpassed all expectations – it’s a real step forward for the business and the feedback we’ve had has been positive already. It’s a huge improvement.”
Damian describes the Kommerling and Deceuninck systems supplied by Genius as “some of the best in the market,” offering top tier performance and ease of installation. “We’ve used these systems for the last 10-plus years, so we know they are quality products, and extremely user friendly.”
Invaluable support
Damian is quick to also highlight another reason that sets Genius apart – its experienced leadership, which is fundamental to the company’s reputation.
The team at Genius brings decades of industry experience to the table, and this technical knowledge and understanding of installers’ needs have become invaluable to customers like DL Window Systems.
“It’s the personal touch. They’re always on the end of the phone, whether that’s their knowledgeable team or Peter [Dyson] himself. To be able to tap into the experience that Peter has, has been vital.”
Peter Dyson, director of Genius Trade Frames, commented: “It’s been fantastic to work with Damian and DL Window Systems and it’s a partnership we are proud of. At Genius, we’ve always believed that success comes from putting the customer first every time. Whether it’s our lead times, our support, or the quality of our products, it’s all about helping our customers thrive. We don’t just want to supply great frames; we want to build great partnerships.”
That approach has certainly paid off. Damian has no hesitation in recommending them to others in the trade: “It can be hard to find a reliable supplier who you can trust to deliver what you need; if you want to make your company easier to run, go to Genius, you won’t be disappointed.”
