Petr, honestly - does a company with an 80% market share even need marketing?
That’s a question we asked ourselves a decade ago. At first glance, 80% looks amazing. But it’s a trap. If you only look at that number, you might think: “We’re doing great.” Yet if the entire roof window category is shrinking, you can keep the same percentage and still sell far less. That’s why we always take a broader view. We compare ourselves not to other roof window brands, but to all home improvement projects - kitchens, bathrooms, gardens. And in that context, our share drops to 1.5%. That changes everything. Our true competitor isn’t just other window makers - it’s everything competing for a household renovation budget.
So, the pressure is more internal than external competition?
Exactly. If you only see competition as other roof window brands, then yes, there are local challenges. In Poland, for example, Fakro is a strong player - that market is tougher. But our real challenge isn’t anyone who sells one more window. It’s how to convince people to put roof windows on their priority list in the first place.
You mentioned Poland. Which countries do you cover, and how do they differ?
The CEE region is incredibly diverse. Some markets are large in terms of population - Poland again is a good example. There, digital tools like Meta or Google Ads work much better simply because of scale. Then there are smaller markets where roof window usage is widespread.
"FrodX helps us turn strangers into acquaintances - and that’s the cornerstone of our marketing
Slovenia is a great example. With only two million people, roof windows are still common, fitting beautifully into the local architecture. I call Slovenia our little gem - a small market with big value. But even here, we’ve had to fight harder lately for new contacts through inbound marketing. The Czech Republic has ten million people and similarly strong usage. Romania, on the other hand, is larger but with lower adoption, so we take a different approach there. We always balance two factors: market size and maturity.
How does FrodX fit into that mix?
FrodX is our key partner for inbound marketing. In construction, purchases are rare and long-term - we’re talking about 20- to 30-year cycles - so we need a long process to nurture customers. First, we attract people who don’t know us, invite them closer, and turn them into known contacts. Then we nurture those relationships, collect data about their needs, and offer personalized solutions. That element - turning strangers into acquaintances - is essential for us. And that’s exactly where FrodX plays a critical role.
Where does most of your growth come from - renovations or new builds? How big is the market you’re targeting?
Huge. The residential construction and renovation market is financially comparable to the leisure industry, and it’s remarkably stable. During COVID, when people couldn’t travel, it exploded. In some countries, it represents up to 40% of household spending. Broadly speaking, growth comes from three sources - what I call the rule of thirds: 1/3 new builds, 1/3 major renovations, 1/3 window replacements.
In Slovenia, most of the market comes from renovations and replacements - a sign of a mature market. Another important factor is the speed of renovation. Central and Eastern Europe still lags behind Western countries, which means many homes are energy inefficient - something that becomes painfully obvious during energy crises.
In Slovenia, most of the market comes from renovations and replacements - a sign of a mature market. Another important factor is the speed of renovation. Central and Eastern Europe still lags behind Western countries, which means many homes are energy inefficient - something that becomes painfully obvious during energy crises.
How is technology changing your relationships with customers and partners?
The biggest shift is, of course, artificial intelligence and its impact on the buying journey. People increasingly stay on the surface. We’re seeing a rise in click-less searches - users read an AI summary from ChatGPT or Gemini and feel that’s enough. They don’t click further or dig deeper like they used to. That means we must expand our top-of-funnel presence - people are looking for breadth, not depth.
When it comes to architects, we’re also pushing forward with technology: we’ve created BIM and CAD libraries, all digitally accessible. Adoption isn’t massive yet, but younger generations are definitely picking it up. Interestingly, many still prefer to ask us directly instead of downloading files - which actually works well for us, since it adds a personal touch.
When it comes to architects, we’re also pushing forward with technology: we’ve created BIM and CAD libraries, all digitally accessible. Adoption isn’t massive yet, but younger generations are definitely picking it up. Interestingly, many still prefer to ask us directly instead of downloading files - which actually works well for us, since it adds a personal touch.
"They once told me roof windows were the worst idea architects ever had. Today, I’m helping set the standards for the entire industry.
Any fun “roof stories” from your past?
Before joining VELUX, I worked for YTONG, a well- -known building materials manufacturer. Their technical advisors used to joke: “Roof windows are the worst idea architects ever had!” Irony is obvious. Even funnier, I later helped coordinate a joint project between VELUX and YTONG - proof that in construction, the world isn’t black and white.
And finally: who is Petr when he’s not working?
Mostly, just a regular neighbor. I love playing soccer tennis - it’s becoming quite popular in the Czech Republic and Slovakia. I play violin, often performing at local events - this weekend, actually, at a grape harvest festival. I enjoy skiing, though finding time and the right conditions is harder now. I avoid artificial snow - I simply don’t like how it feels under the skis. But what matters most is family time. My ten-year-old son is at that age where he really needs his dad. Around Brno, we spend lots of time cycling and being outdoors - those moments are truly priceless.
Speaking of windows and fresh air - do Czechs also fear drafts as much as Slovenians do?
Oh, absolutely. In Czech, we call it průvan. I’m constantly battling my father-in-law over it. He closes everything, I open everything. If you ask me - fresh air is healthy!
Številka 4 | DECEMBER 2025
GAME CHANGER
INSPIRING BUSINESS STORIES OF REMARKABLE PEOPLE
