It has been a year since Fenbro entered the markets of Germany, Austria and Switzerland, and four years since the company made its strong debut in the United Kingdom and Ireland with its high-quality windows and doors. To mark this occasion, we decided to ask our CEO, Paweł Brodzik, to share his thoughts, experiences and insights on the past year in particular.
Paweł, how would you describe the first year of Fenbro’s presence on the DACH markets?
The year 2025 has been full of challenges, changes, innovations and valuable lessons. After our success in Ireland and the UK, we decided it was the right time to see whether there were also people and companies in Germany and Austria looking for high-quality windows and doors from Poland.
To our great surprise, the response came immediately. Customers were positively surprised to find that they could buy Polish-made windows up to 30% cheaper than in their own countries, with professional installation included. We have already reached nearly 80% coverage across both markets, so it is only a matter of time before our visibility and brand recognition continue to grow. This year we also received our first orders from Switzerland, which is a very promising sign for the future. The Swiss market is highly receptive and expects strong price competitiveness compared to German-made windows, and we are proud to deliver that.
What, in your opinion, are the most distinctive features of these markets compared to the UK and Ireland?
Entering a new market takes much more than simply translating your website into the local language. There are many puzzle pieces to put together before the whole picture comes into view. But the key component is understanding your potential customer: who they are, what they expect, what kind of information they look for, and even what communication style they prefer.
A German customer is completely different from an Irish or British one. In Germany and Austria, clients making purchasing decisions expect far more technical details, such as product parameters, confirmation of specific component dimensions or the exact opening scheme of their windows. The choice of colour usually comes much later in the process, which is quite the opposite of what we see in the UK and Ireland. Customers in Germany and Austria love technology, smart home features (like remote control systems), and lighting options. We’ve never sold as many external roller shutters as we do on these markets – it’s a product included in nearly every order. The communication style also needs to be adjusted. We mainly focus on providing as much information about the product and its specifications as possible. Customers expect not only a high-quality product, but also have a very clear understanding of what they’re buying. They also demand top-quality installation, because that’s what ultimately determines whether the product performs as it should. We work exclusively with Polish installation teams based in Germany and Austria. They know our products inside out and perform installations to the highest standards, in line with local requirements, but also drawing on their solid experience gained in Poland.
Germany and Austria are both very open to purchasing products from Poland, especially given the ever-rising local prices of windows and doors. People know that Poland is a European leader in window and door exports, offering top-quality products that meet not only EU standards but also the local regulations of each country.
Was there anything that particularly surprised you about these new markets? Something you didn’t expect at all? Maybe a specific moment that stuck in your memory?
Entering a new market is always a step into the unknown. How will customers react to our offer and to the way we communicate? Our Sales Team probably has the most stories to tell here. What stands out is that expectations around technical information are much higher than in other markets.
Customers in Germany and Austria make very conscious choices. They do their research in advance, compare prices, and make sure the transaction is safe and that the company they’re buying from is trustworthy. And there’s nothing wrong with that. When you’re purchasing from abroad, you want to be absolutely sure the product will meet your expectations and that delivery will go smoothly.
We have extensive experience in this area, which is why we often direct potential clients to our 99% satisfied customers who have left reviews on Google and Facebook. We also encourage them to check local Facebook groups, where people frequently exchange opinions about companies supplying building materials such as windows and doors.
More and more B2C and B2B customers are looking for more affordable solutions than those available in their home markets – and that’s exactly where we can deliver. We offer products of higher quality at significantly better prices.
Was there any particular challenge that required extra effort or reflection? Or a moment when you especially appreciated your team?
When it comes to product communication on social media, it definitely has to be more technical. Customers in Germany and Austria are far less interested in visual aspects. What matters to them are details such as the Uw value, the thickness of glazing units, or the type of roller shutters, rather than whether the shade of grey leans more towards blue or silver.
As for the team, I’m really glad that we have people on board with extensive experience in dealing with clients from both of these countries. It makes it so much easier to approach each customer individually and build relationships based on understanding and professionalism. From the very first contact, the customer should feel that they are talking to a competent person who can answer all their questions.
Selling windows and doors is not just about offering a product, regardless of whether the customer is from Ireland, England, Germany or Austria. The most important thing is to build trust and genuine relationships. Only then can we move forward. When there is someone on the other side who truly trusts us, we can approach the customer in the way we ourselves would like to be treated and provide exactly what they expect. This ensures that they are satisfied not only with the product but also with the service itself, as the personal contact and relationship-building skills of our Sales Team are our greatest strength.
Was there anything new you decided to introduce to your work – or perhaps to the UK and Irish markets – after entering the DACH region?
The approach of B2C customers in Germany and Austria, who tend to have higher expectations regarding technical details, has influenced the way we communicate product information, not only on the German and Austrian markets but also in our overall strategy. We’ve started to make sure that both B2C and B2B clients receive key technical information from the very beginning, so they can verify product parameters and make well-informed decisions right from the start.
What are Fenbro’s goals and perspectives for the next year on the DACH markets?
The DACH region is becoming an increasingly important part of our portfolio. I expect that, in time, Germany and Austria will become our main markets – the potential here is truly enormous.
At the moment, customers are looking for high-quality products with excellent technical performance at competitive prices. German and Austrian clients often choose passive (energy-efficient) windows as well as highly modern products equipped with smart technologies.
Being aware of market trends and keeping up with innovation is exactly what we enjoy, and as we can see, we’re fully capable of meeting those expectations. Our goal is to continue strengthening our position in these markets, and I’m confident that the coming year will be another step forward in that direction.
If you could give one piece of advice to yourself from a year ago (or even four years ago) what would it be?
If I had known exactly which puzzle pieces were needed to complete the picture for markets like Austria and Germany, we would have entered them much earlier. New markets are always a test. Often a challenge. Big undertakings, such as expanding into two or even three countries at once, require a huge amount of time and energy.
Without the right people on board, it’s difficult to make it happen. That’s why, before entering such large markets, it’s worth preparing thoroughly, especially in terms of having a strong and well-staffed team. I’m glad to see these markets growing, because that progress helps us move forward too, constantly building a team capable of meeting the expectations of even the most demanding clients.
Conclusion – what’s next for Fenbro
As we continue to strengthen our position across Europe, one thing remains unchanged – our commitment to quality, reliability, and building long-term relationships with our customers.
With ambitious goals and a dedicated team, 2026 looks set to be another exciting year of growth and innovation!
