Celebrating 35 years of business is no easy feat in this industry as many system houses and profile systems have found over the last 10 years or so. Selecta Systems go in to the FIT Show celebrating their 35th year with a very positive feeling about the future, but have never forgotten their roots that got them where they are today. It’s this delicate, but fine mix of past, present and future that see’s Selecta’s position in the market and most importantly the Advance 70 System, flourishing as they embark on a new chapter in their proud history.

Selecta History in Brief

The Selecta journey started in May 1982, in the South of England with the Selecta MK1 profile system shipped in from Germany. This was to be a mechanically jointed window system using a block system and rivets and was the original system that set Selecta on their way.

In 1984, Selecta Window Systems as they were known, moved to their present day home of Birmingham, occupying a small office building and warehouse. I say home, as the owners used to sleep and stay in the upper levels of the office block and work on the ground floor during the day!

Selecta grew throughout the 80’s with new system development and the addition of residential and patio door systems. The first major system breakthrough was the 4000 System which became the kickstart to Selecta’s success. It was an externally beaded system, but with a bit of fabrication knowledge could be turned in to an internally beaded system. The fabricator friendly system, with universal steel reinforcement, meant low stock holding for fabricators, a philosophy that Selecta have taken forward and continue to promote today – the need to ensure fabrication of their systems is as efficient and effective as possible, demonstrated by the current Advance 70.

Up until 1995, all of Selecta’s window and door systems had been extruded firstly in Germany and in the later years in the UK by other extrusion houses / companies. Following many expansions of the Birmingham site, with Selecta now occupying the majority of the warehouses at the top of Winster Grove and staff up to around 60-70, it was clear that Selecta had outgrown the facilities and there was a need to extrude their own systems. A plot of land sat behind the offices, which was purchased and work began on a purpose built state-of-the-art extrusion and distribution centre. By the end of 1995 Selecta moved in to the newly built premises, instantly increasing staff by approximately 20 as they began the process of extruding their own systems for the first time.

During the 90’s and early 00’s Selecta consolidated their position as a specialist in setting up new window and door fabricator businesses, as the industry grew and the demand for uPVC windows and doors blossomed. The industry was certainly booming but also developing. Selecta continued to develop their products and service with a vast emphasis on a personal and flexible service for fabricators – again part of the original ethos that has stayed with the business throughout the years.

The end of 2006 saw two years of research and development come to fruition with the launch of the original Advance 70 System. The all new 70mm system was ahead of its time with the thermal efficiency, robust and fabricator friendly system raising the bar considerably. Originally released as a chamfered system, an integrated sculptured suite was added to the Advance 70 System in 2013 which was quickly followed by the MASTERfold bi-folding door in 2014.

Over the years the Advance 70 System has been modified, improved and developed further, demonstrating the versatility, resourcefulness and ingenuity of the system.

Selecta Today

Today, Selecta Systems remain independently owned and by the same family whom started the business back in 1982. The original ethos and values remain, those that have served the business well over the years. Flexibility, customer care and support combined with a bespoke personal service continue to be key elements of the Selecta philosophy.

This uniqueness ensures that Selecta have a strong and distinctive place within the market when compared with the competition. Now employing over 120, the Selecta ‘family’ has grown steadily over the years and is now undergoing a recruitment drive with expansion within the Marketing, Customer and Sales Support teams.

The Advance 70 System has gone from strength-to-strength with the 2017 launch of the new flush sash section and the 80mm traditional frame. These new ingenious additions to the suite sit within the same principles applied all those years ago – providing a fabricator friendly system, making them more efficient with less stock holding, whilst offering greater product diversity. This includes the inspired design choice to enable the flush sash to be fabricated within the existing 70mm or the new 80mm frame.

Hot on the heels of the flush sash window comes the Advance 70 EASi-FOLD Door with hardware that has been specifically designed to fit the system to ensure smooth, consistent and flawless operation. This innovative and revolutionary alternative to the bi-fold door, demonstrates the versatility and superiority of the Advance 70 System, of which it is fast becoming known for.

It is on the back of the #bepartofthefamily campaign, the unique, flexible and personal service along with the excellent qualities of the Advance 70 System that has seen Selecta convert a record number of fabricators in the first four months of 2017. The business is developing and there is a new found confidence in Selecta and the Advance 70 system as larger fabricators make the change.

The new products, enthusiasm and energy of the Selecta ‘family’ will be there for all to see come 23rd – 25th May as they invite you all to visit their stand – C20. Join in the 35th birthday celebrations on the Tuesday evening between 5-8pm with an 80’s & 90’s disco, beer and bubbly and of course a slice of cake!

Selecta in the Future

It is certainly looking promising for the Advance 70 System and Selecta as they enter their 35th year. A new found enthusiasm, energy and desire amongst the invigorated long-term staff with the energised zest of the new employees is having a positive impact moving forward. It’s that passion and drive, backed up by a first class window and door system, that ensues what is looking like a very bright and encouraging future for Selecta.

After 35 years of existence it’s strange to refer to Selecta as the new kid on the block, as they’ve predominantly gone about their business quietly, but you cannot fail to see the galvanised spirit and desire of a business with long term ambitions and aspirations. 2017 and beyond see’s Selecta firmly installed as a forward thinking system house with a very proud history, whom is not afraid to forget their roots – that unique ethos and those core values that made them who they are today.

As for the future of Selecta, they will be the first to admit that they are not the largest extruder out there. With the versatility and superiority of the Advance 70 window and door system, supported by the experienced, knowledgeable family behind them, they do however, aspire to be the best… it’s time to #bepartofthefamily

There is a new found confidence that is really flourishing at Selecta Systems and this seems to be rippling out through the industry. Although the company has been recognised as a PVC-u extruder for many years, demand for the Advance 70 system is now really growing. Over the last 18 months Selecta appears to have gone through a renaissance, and this is giving the whole team an awful lot to celebrate.

The company exudes a ‘family feel’ in its approach to business, which is rapidly being acknowledged by fabricators and installers throughout the industry as a major benefit and a very appealing quality. Sales figures are soaring and there are new customer conversions every day. Senior management at the company consider that the focus of a committed team, which has utter belief in all it provides, from products through to customer service, is turning the privately owned company into a major player.

The changes at Selecta have seen the company convert many leads into new customers this year, with developments at the company continuing to re-establish its market presence.

Mark Walker, Marketing Manager comments, “The core philosophy of the company is coming out and becoming more evident by the day. We are finally showing the industry what we can really do and people are listening. This has come about because we are focusing on the core values of what the fabricator needs and we are working with them as we develop the range and grow the team.”

Thinking about the fabricator as being key and at the sharp end of the business, the management team consider them priorities.

Based in Birmingham, Selecta Systems prides itself on the unrivalled technical expertise it offers and the strong marketing initiatives it provides. With innovative re-branding now completed there is a new image being projected which will be launched initially at The FIT Show this year … it is extremely positive and there is enthusiasm in abundance throughout the team.

The introduction of a new flush sash and 80mm frame that has been adapted and integrated into the Advance 70 System portfolio, has caused great excitement because of the advantages to customers, including the fact that they do not have to buy any extra goods with the system. All the benefits will be demonstrated by a very keen team at the show.

For everyone at Selecta, technical superiority, premium quality products and performance standards remain paramount, with a commitment to provide only the best for customers in terms of support services and after sales care.

The exhibition is the ideal launchpad that the team has wanted, to highlight to the market all the new product innovations that have been rigorously developed and tested to the highest industry standards over the last 12 months. Advantages that have been impressing new and existing customers alike.

The Ready-2-Fit range of Composite Doors will be on display alongside the Easifold portfolio, which give customers greater scope for their business. These can now only be purchased via the new fabricator network which has been launched to ensure that only a Selecta fabricator can purchase the products.

The show will also allow the newly expanded team to meet and greet customers face-to-face, where they can demonstrate the finished products on-stand. New specifier guides, that are very fabricator friendly, have been designed and printed and there are now promotional videos being launched at the show that help customers to highlight the benefits of the Selecta range.

Andy Green, Sales Director comments, “We understand what customers need to do to convert leads into sales, and that approach with our tailored customer care is paramount to the whole team.”

For this reason Steve Keyte was appointed Customer Liaison Officer and he purely provides after sales care. With over 30 years experience in the industry, Steve promotes Selecta and its products to ensure that the customers voice is heard back at the Birmingham Head Office.

There is now a direct contact with customers ‘on the road’ that is purely dedicated to customer needs. This gives them a personal service that Steve believes is truly unique.

Steve states, “Other sales teams are very mechanical with data driven teams which can be very demotivating – this service, supports our guys and really helps to boost team morale. It also gives our customers renewed confidence in Selecta.

The company is standing there now as a real leader – people are seeing the benefits of the developments in the range and they want to be part of the Selecta story.”

Investment in the company will continue with further expansion plans in the pipeline. One of the most recent investments was the installation of a second, high-speed woodgrain line, which has been essential due to the popularity of the new Renolit colour foils that have been added to the range.

For Andy Green, perceptions are changing about Selecta, although the customer has always been King when it comes to quality assurance guarantees. As someone with a wealth of understanding at all levels of the industry and in relation to Selecta as a company, he is passionate about the future and the company’s potential.

Andy comments, “It’s not just about providing products and launching new developments here, it really is so important for us to give our customers support. Despite the quiet and and the busy times in the sector, our team has remained consistent and that is a quality our customers really appreciate. The team has remained loyal and that makes us different. Everyone here, including our customer base has a belief in the company and the products. We recognise that.

If customers try new products we want their feedback. We want them to feel appreciated and we want to ensure that they are using products that match their own business needs. Steve builds and maintains business relations, and that, helps us as a team, to maintain continuity as we evaluate comments and make improvements for the better accordingly. Combined, it all helps to support fabricators and the Sales Team.”

For customers the strength of a longstanding team behind the product developments and the support service gives credibility to the trustworthiness of Selecta. New conversions and existing customers alike are flooding Andy Green’s in-box, in recognition of the professional service, quality standards and friendly approach the company now exudes.

Alucare Limited recently commented “…can I say how refreshing it is to see a company focus on quality and loyalty rather than profit and turnover,” while the NU-Window Company wrote, “…we all look forward to working with a company who seem to genuinely care about helping this company grow.”

Realising the potential within a growing market, Selecta is now consolidating its leading market position by introducing high quality products and improved services that yield profits for customers. This continues to remain a priority for the whole team.

Andy comments further : “The encouraging response to the new products and services have already demonstrated very optimistic results. In fact, this company, has never seen anything like this.

We aim to provide customers with only the highest quality products and offer a forward thinking approach, that will assist in the progression and growth strategies of their individual business.”

All new products are considered valuable additions to an already extensive range, which are available for both domestic and commercial applications. As with all Selecta System’s products, the portfolio has been subjected to various independent tests to ensure performance and customer satisfaction.

At The FIT Show this year, the company celebrates its Thirty Five Year Anniversary, which will be heralded on stand, at the exhibition, between 5 – 8 pm.

Mark continues, “We feel as though we have finally been able to lift the lid on Selecta as a company and people are liking what they are seeing. That is providing great peace of mind to customers with more and more companies recognising the superior services and products we offer as standard.”

With a growing reputation for excellence the Selecta team clearly believes that the proof is undeniable, given the statistics, as the company differentiates itself from competitors because of product superiority and a passion to lead by example.

Mark concludes, “With a focussed and driven team Selecta is now creating the right solutions for an industry that requires premium quality products and exceptional support services. We are all anticipating that thirty-five years are really just the beginning for this company as we offer a strong, stable and viable alternative.”

Investment in key staff recruitment at Selecta Systems continues as three new experienced bodies strengthen the Customer and Marketing Support Team. The move further highlights Selecta’s continued commitment to providing their fabricator base with a support package that’s second-to-none.

Donna O’Reilly joins the Internal Customer & Marketing Support Team after previously spending four years at Vision Publications Magazine and her vast experience in customer relations proving a decisive factor in attracting Donna to join the Selecta ‘family’. A familiar face and voice within the industry, Selecta see Donna as an integral figure in providing a hands-on, friendly and helpful route of communication and support between the customer and Selecta.

As part of the Customer and Marketing Support Team strengthening, Michele Statham has also joined Donna and the team in providing vital support to both existing and potential customers. Michele’s recruitment is following 27+ years at Mitchells and Butlers, where her previous valuable experience of customer management will be a valuable factor in her new role at Selecta.

The third new appointment in Selecta is Steve Keyte whom brings 30+ years of window and door fabrication and installation experience to a newly created position within the Sales and Customer Support Team. Steve is predominantly based on the road, with the introduction of new products to existing and potential fabricators his initial objective, coupled with providing another communication link between fabricator and Selecta.

Marketing Manager, Mark Walker, says “We are delighted to welcome three experienced recruits to our expanding support teams and we are sure that they will all become a hit with our customers.”

Sales Director, Andy Green, comments “The recruitment of these three knowledgeable and skilled individuals demonstrates Selecta’s commitment to providing an unrivalled and personal support package to our fabricator base. Selecta wish them every success in their new roles.”

A wealth of experience, a strong support team and quality products are just three aspects of what is seeing Birmingham based systems house company Selecta Systems hit new targets and grow. As they celebrate their 35th year in business, Sales Director Andy Green, explains why Selecta and the Advance 70 System are fast becoming a bigger player in the market.

Andy explains, “The staff, or ‘family’ as we refer to ourselves at Selecta, are focused on what is becoming a new chapter in Selecta’s proud history. With a selection of new products that focus on the fabricator and fitter, an experienced team of employees combined with fresh and hungry new members and new marketing and customer support materials, Selecta has seen an increase in demand from both existing and interest from new customers.”

“We see ourselves as an approachable, friendly and flexible business which allows us to cater for all fabricator types and sizes. We don’t have a corporate styled ‘one size fits all’ approach as usually when that method is taken, flexibility is removed from the business and certain levels of customer focus and demands may suffer as these ‘flexible’ decisions are removed from the front facing staff as they are made at investor level.”

“Organic growth has always been the chosen and long term approach of Selecta, which has proven to work as 35 years in business demonstrates. As the only UK based family owned profile system supplier we connect with our customers. The original values and ethos have never been compromised by being part of a group which has allowed a flexible approach to be maintained as customers grow with the business. Every customer is valued and receives the level of support, guidance and care of which their business demands. This flexible approach works for Selecta and it certainly works for our customers.”

“From initial contact with Selecta a customer will deal with the decision makers and doers, those that can customise a service specifically for them – a personal touch with a family friendly approach! Our team of four technicians, soon to expand to five, provide an unrivalled technical support service that gives you the required on-site training and care to ensure that changeover and the fabrication of Advance 70 is and remains as efficient and effective as possible.”

“Selecta marketing, marketing support and materials have undergone a key change over the last 12 months. A brand new comprehensive range of suited marketing brochures, flyers and associated materials have been created with a bold, modern and prestigious look with greater emphasis on imagery to capture the audience. We’ve also expanded the Marketing and Customer Service Team, focusing even greater on ensuring customers have the relevant materials to promote and support their business, whilst also keeping them up-to-date with new product developments.”

“With Selecta you get a friendly and caring family business which I believe is where a large amount of fabricators can connect with and relate to. The whole business approach has been to engage with fabricators and invite them to #bepartofthefamily and not to be just another customer, but feel part of Selecta. The Selecta ‘family’ is made up of a long list of loyal, knowledgeable and experienced employees with many key staff having been with Selecta for 20+ years. This year also sees Selecta celebrate our 35th anniversary in May and it is a feat that we are duly proud of in an age where we have seen many a system house supplier come and go.”

“Over the last 12 to 18 months Selecta has grown organically, without the need of acquisition and mergers. Continued investment within the extrusion, lamination and transport departments of the business with key recruitments within the core areas of the business has seen the business develop. There has been major investment in the range of products that Selecta offer, giving customer’s diversity whilst ensuring that they operate efficiently and effectively.”

Andy concludes, “We here at Selecta acknowledge we are not the biggest extruder in the UK and we don’t have a board of directors, shareholders or investors to please. We are sticking to what we do best, growing organically with new product development and customer base expansion by providing a range of products and a service that puts the fabricator first, whilst meeting their business demands and consumer market expectations. Selecta has never lost its identity or roots whilst the flexibility of our approach encompassed with a versatile window and door system in the Advance 70 gives fabricators an outstanding package.”

“As I said previously, ‘we certainly are not the biggest extruder’ but we do aspire to be the best, with a first-class window and door profile system and an unrivalled level of service. It’s something I firmly believe we now are and have. It’s Selecta’s time to shine…”

The last six months or so have seen Birmingham based window and door system supplier Selecta Systems hit new highs as a company record of fabricators changed over to and set-up on the Advance 70 System during December, January and February. Sales Director, Andy Green, and Marketing Manager, Mark Walker, talk about why Selecta are in such good shape and what to expect at the FIT Show this year.

Andy explains, “Since the last FIT Show in 2016 there has been a huge change in the presence of the Advance 70 brand in the market. The window and door system with the back-up of our fantastic customer support package has seen Selecta have a record number of new customers change over to and set-up on the Advance 70 System. December 2016 and January 2017 are usually relatively quiet months, but we saw over 20 customers change over or start up on our Advance 70 System. February showed no sign of slowing down with March even busier which has meant that our Sales and Technical Team have been working flat out!”

“Confidence in the Advance 70 System and Selecta has increased as more fabricators become aware of the versatility and flexibility of the window and door system along with the personal customer and technical support package that Selecta supply to our fabricator customer base.”

Andy continues, “We can’t deny that Brexit has affected the industry with the drop in the value of the pound having an effect on supply terms for a lot of businesses but at Selecta the impact has been minimal. The business is in good shape post Brexit, well-structured and without shareholders and investors wanting returns on investments. This obviously gives Selecta a competitive edge and with the back-up of a versatile window and door profile system and a supportive team sitting behind, there’s plenty of reasons why fabricators are looking to the Advance 70 System and Selecta as their preferred profile system supplier.”

FIT for the Show

With the FIT Show just around the corner, Selecta see this as an ideal platform for window and door fabricators to come along and see for their self both the Advance 70 System and its new additions whilst also taking the opportunity to meet the Selecta ‘family’. Mark describes what to expect from Selecta at the FIT Show.

“Firstly, what visitors to the stand will see will be very different to what people are used to in terms of Selecta. Visitors can expect to see the new Advance 70 and Selecta branding heavily featured and incorporated in to the stand. Our headline products are of course going to be our new Advance 70 Flush Window profiles and EASi-FOLD Doors with both of the new products on display. We are also celebrating our 35th Anniversary at the show and so we are having a stand party with drinks and music on the ‘Big Tuesday’ party night from 5pm onwards. We’d love everyone to come and meet the family in a relaxed atmosphere and help us celebrate our anniversary, have a beer, a slice of cake and an informal chat with the Selecta family!”

Flush and FIT

“We will be officially launching our new Advance 70 Flush Windows where the new flush fit sash has been designed to fit within the existing 70mm Advance 70 frame, giving fabricators more options to offer end consumers. We will also have on show our 8 chamber 80mm traditional frame for those that want a more traditional timber looking flush fit window. Our new Advance 70 EASi-FOLD Doors will be proudly displayed with their individually sliding and folding sashes. With no visible hinges on the doors and the only a handle on the master door these provide a sleek and modern alternative to bi-fold doors. We’re looking forward to seeing and capturing the response of visitors to our stand over the three days.”

Mark continues, “With our main objective being to promote the Advance 70 brand, the window and door system is fast becoming recognised as a versatile and quality profile system which is what guests to the stand will see. Making people aware of the uniqueness of Selecta when it comes to service and customer support and the whole family theme is about promoting our core values and ethos of providing fabricators with the right personalised support package. Our flexible approach to ensuring customer satisfaction of all natures is one which we are proud of and are sure that once experienced, fabricators and installers will fast understand where the caring, approachable family message comes from.”

Building on 35 Years of Success

Andy concludes, “We’re eager to ensure that these messages shine through prior to and during the FIT Show thus giving ourselves a greater platform to build on and promote afterwards. This is the start of a fresh new era for Selecta as we develop further and build on the 35 years of success of which we have already achieved.”