Karl Williamson has taken the helm as sales and marketing director at Genius PVC Trade Frames after four years at Profine UK. With more than 25 years’ experience in the industry, we sat down with Karl to discuss his journey through the industry, why he joined Genius, and what the future holds for the Kömmerling and Deceuninck fabricator.

GT: Karl, congratulations on your new role. What attracted you to Genius PVC Trade Frames?
Karl Williamson (KW): Genius was a customer of mine when I was sales director at Profine, so I already knew the business well. And we all know the pedigree Genius has and the team have a clear understanding of what works and what doesn’t.

Seeing how they’ve used that knowledge and experience to make Genius the company it is today, and with the huge growth it has achieved, made this a very exciting opportunity. And, of course, having worked across the Kömmerling brand at Profine is also a big plus.

GT: You’ve been in the industry since you were 18. How did your career begin?
KW: I started out picking and packing in the warehouse for a tools and consumables company before being promoted to sales/purchasing manager. Around the end of 2005 a UPVC manufacturing division was opened to sell to the trade. I even did a bit of installing.

The hand tools side became the Xpert brand and Window Ware eventually bought Xpert, and I came with the package and joined as an area sales manager. After five years at Window Ware, I joined Profine.

GT: How will your experience help in your new role at Genius?
KW: Thanks to my varied roles over the years, from the shop floor and installation to helping set up a PVC-U window manufacturing business, hardware supply and national sales leadership, I understand the many pressures our customers face.

Strong relationships have always been central to what I do. In this industry, trust is everything. My role at Genius is to manage and develop existing customer relationships, bring in new business, and oversee our market strategy. That means ensuring our offer genuinely helps installers keep their jobs moving and their reputations intact.

GT: Genius has ambitious growth plans. What’s the target?
KW: There’s a clear ambition to increase output to around 2,500 frames per week and over the last 12 to 18 months the business has invested heavily in new machinery. The infrastructure is there. Given that investment, I firmly believe the growth target is achievable.

GT: Product innovation seems to be part of that strategy. What can customers expect?
KW: It’s an exciting time. We’re starting to do flush sash, which I expect to continue growing in the market. Flush appeals to higher-spending customers who want that heritage or timber-style aesthetic but with modern performance.

We’re also launching a timber look version of flush in the coming weeks. That’s a big opportunity. There are relatively few UK companies currently offering such a version, so it gives us something distinctive to build specific marketing activity around, particularly in the higher-end segments.

GT: Finally, what do you see as the key drivers in today’s fenestration market?
KW: Quality and high-end products are leading the way. Homeowners who have the budget are investing in premium aesthetics and performance. That aligns perfectly with flush sash and our timber look version of flush.

But it’s about balance. The market is diverse and there will always be strong demand for well-made, competitively priced white windows. The key is offering consistent quality across the board and in Kömmerling and Deceuninck, we have the right systems to do that.