Danish design and function Vrøgum

DANISH DESIGN AND FUNCTION

For the past 50 years, Vrøgum has been known for its high quality, wooden windows and doors. Now it has been having phenomenal success with a stunning, contemporary product too. Abigail Saltmarsh reports.

From the old to the new – CEO and owner of Vrøgum-Svarre AS Frans Vindbjerg is certainly moving with the times. His Danish company is now producing windows to suit customers with more modern tastes as well as those with a passion for character and tradition.

The company, which was established some 50 years ago, and remains family-run, had built up a reputation for its Vrøgum windows. Now its Svarre products are having great success too, as the company has managed to bring function together with design.

“We developed the Svarre product line four years ago and started off with some test sales,” he says. “Over the last two years, however, demand has just been growing and we have gone from sales representing less than one percent of our total to achieving approximately 20 per cent.” Keeping up tradition

It was back in 1957 that Lars Peter Mølgaard launched his business in a joiner’s shop, in a village called Vrøgum. The emphasis was always on quality and good workmanship, and the company expanded, moving to Oksbøl, a small village nearby in 1972.

“We have always developed our products in an environment that has challenging weather conditions,” says Mr Vindbjerg.

“Our windows have always been able to keep the weather out.”

Vrøgum is keen on maintaining the traditions of craftsmen and, without compromising quality, prides itself on successfully adapting these into the manufacturing processes with modern technology.

Product quality and durability is secured through the application of high-quality raw materials with carefully tested constructions. Slim profiles and beautiful designs ensure perfect architectural solutions, thereby preserving the individual character of a home.

Focus on the environment

Vrøgum windows are wooden. The company stresses pine is a sustainable lasting raw material, which is also functional and flexible – and easy to prepare without using large quantities of energy. It can also be disposed of without unnecessary strain on the environment.

“What is interesting about the Svarre window now is that it also uses wood,” he explains. “It is still wooden inside, but the wooden frame and sash is encased in three layers of glass.

“The outside layer is toughened glass so, other than cleaning the window, it is maintenance-free, and from a design perspective, it is beautiful and modern.”

The unique product, which has never been seen on the market before, offers a combination of intelligent design and aesthetic innovation. It also has extremely high insulation against sound, wind and water, and an unprecedented high burglary and long life.

Demand for design

Demand for the patented Svarre window has snowballed with customers in the UK, Germany, Austria and across Scandinavia snapping it up. “We have even had our first orders from Italy,” says Mr Vindbjerg. “We have started to have some conversations with customers in the US and Japan too but that it really something for further down the road. For now, Europe is our main focus.”

Initially, he explains, demand came from private homeowners. Now architects and construction companies behind larger commercial and public buildings are also expressing interest.

“We are going to a wider range of markets with this product,” he adds. “People like the design and the fact it is maintenance-free.” Room for growth

Investment in the company’s production facilities in Oksbøl has been ongoing since the launch of Svarre. As demand has grown, so the Danish company has had to increase its capacity.

“We have had to invest in new equipment for the new product line,” he says. “We have had to buy new machinery and put extra manpower into the production.

“We expect sales to go up and within the next few years we will have the capacity to deal with that at our current site. There is room for expansion at Oksbøl.”

A flexible operation

Vrøgum-Svarre AS expects this growth to be organic. The company is looking for about 10 percent expansion year on year. It wants to increase its business while ensuring it does not compromise on quality.

“We are a niche operation, with a real emphasis on quality,” Mr Vindbjerg stresses. “We will also work with our customers on modifying designs if they require it and on making adjustments. However much we grow, our focus will always be on service and flexibility as well.” n