WinStyle — A Strong System Player in the Insulating Glass Components Market
By 2018, it had become clear that many companies operating in the insulating glass components sector—from manufacturers of individual components to suppliers and distributors—had significantly increased their activity in the Ukrainian window market.
Some of these companies do not even have a representative office in Ukraine. However, they clearly understand that the modern energy-efficient technologies already widely adopted across Europe also hold great potential for the Ukrainian market. As a result, they closely monitor market developments and the activities of the industry’s key players.
This raised an important question: is it possible to successfully manage a manufacturing business while simultaneously developing a thriving trading company in such a specialized niche? The answer is certainly yes.
We discussed this in detail with Roman Sandulyak, Co-Founder of the trading company WinStyle, as well as Director and Co-Founder of the manufacturing company Gran Polychem.
R.S.: My journey began at Bravo Glass back in 2001. It was the first and only company where I worked as an employee. I joined the company at a time when the market for insulating glass unit (IGU) components was only beginning to take shape. We actively studied and developed this business segment despite the fact that the market was still relatively small.
I remained with the company until 2008. During that time, I progressed from Sales Manager to General Director and left the company at the peak of its development, with a team of more than 200 employees and nine branches. According to our estimates, we held approximately 30% of the Ukrainian market for insulating glass components at that time.
WT: What led to your decision to leave the company? Was it a sign that it was time to start your own business?
R.S.: There was only one reason. At a certain point, I realized that I had gained enough knowledge and experience to build my own business. While working at the company, I also completed an Executive MBA (EMBA) program, which gave me additional confidence in my abilities. At the same time, certain differences in vision began to emerge between the company’s owners and myself. But, as they say, everything happens for the best.
Eventually, I made the decision to establish my own business and register the WinStyle trademark. For more than ten years now, we have remained at the forefront of the window industry, specializing in components for insulating glass unit manufacturing.
WT: What is WinStyle today? How is the company structured?
R.S.: Over the past decade, we have faced numerous challenges—currency fluctuations, changes in suppliers, market restructuring, and many others. However, today I can confidently say that WinStyle has become a strong trading company with a well-balanced portfolio of products for the insulating glass manufacturing industry.
We do not sell window profile systems, hardware, or glass. Instead, we specialize in understanding the needs of companies that manufacture insulating glass units. As we all know, besides glass itself, an insulating glass unit consists of many equally important components, including sealants, spacer bars, molecular sieves (desiccants), connectors, corner keys, decorative inserts, and various accessories.
WinStyle offers a comprehensive range of both primary and auxiliary products for manufacturers of all sizes. Our portfolio includes essential production materials such as cleaning paper, cork pads, technical fluids, hand tools, and many other consumables.
In addition, we provide our customers with complete solutions for sourcing, purchasing, and commissioning insulating glass manufacturing equipment. We place particular emphasis on secondary sealing extruders used for processing and applying the JOD-32 polyurethane sealant.
WT: Which brands have you ultimately chosen to represent?
R.S.: The market is constantly evolving and developing at a rapid pace. To grow alongside it, remain competitive, and meet our customers’ expectations, we continuously search for new products, technologies, and innovative solutions.
Drawing on many years of experience, we have built a portfolio of key brands that we are successfully developing in the Ukrainian market today:
Sealants: Gran Polychem (JOD-32), Tigerm, WS-PS, TKK, Erpasan, GP 900, GP 1000, WinSil.
Spacer Bars: Winspacer, Profilglass, Swisspacer, Chromatech Ultra (Alu Pro).
Molecular Sieves (Desiccants): Zibo Natergy, Winmol.
These products form the foundation of our portfolio today. Some of them are supplied under our own private label. Before carrying the WinStyle trademark, every product undergoes extensive testing and years of quality verification to ensure it meets our standards.
WT: Our magazine recently featured an advertisement for your new product with the intriguing name JOD-32. Could you tell us more about it?
R.S.: Oh, I have quite a romantic story connected with this product (laughs). At least, that’s how it began.
About five years ago, on a beautiful spring day—March 8th—we met someone in Lviv who introduced us to a sealant produced by a little-known company at the time. After testing the product, we were pleasantly surprised by its quality.
It turned out to be manufactured by Gran Polychem, a newly established Polish factory built virtually from the ground up with European investment and based on modern European technologies. The plant produced a completely new sealant using an innovative mercury-free formulation.
We became one of Gran Polychem’s first partners and introduced the product to the Ukrainian market. Over the years, we worked closely with the manufacturer and our customers to continuously improve the sealant, refining its performance until it reached the highest standards. We spent hundreds of hours in production facilities perfecting the product, and our efforts paid off.
The result was a truly high-quality sealant.
In 2017, new European regulations banning the use of mercury in sealant production came into force. As a result, manufacturers across the industry were required to adapt their products to comply with the new standards. Fortunately, we were already one step ahead, as we had been working with mercury-free technology from the very beginning. This allowed us to secure a significant position in the secondary polyurethane sealant market with JOD-32, while substantially increasing our sales.
Within just two years, we captured a considerable share of the polyurethane sealant market.
Everything was progressing successfully until the factory’s investors encountered financial difficulties beyond our control, forcing the production facility to cease operations.
What do you do when you have a proven formula, established relationships with raw material suppliers, and complete manufacturing expertise—but no production facility of your own?
The answer was obvious: build our own factory.
As a result, Gran Polychem officially launched its manufacturing facility in Ukraine in September 2018.
In the previous issue of your magazine, we already introduced our flagship product in detail—the JOD-32 secondary polyurethane sealant for insulating glass units, featuring an enhanced formula.
WT: To conclude our interview, how would you describe 2018 for WinStyle, and what were your expectations for 2019?
R.S.: 2018 was both a challenging and a milestone year for our company.
It was the year we celebrated the tenth anniversary of the WinStyle brand, welcomed new customers, increased our sales volumes, and further strengthened our position in the market.
In our industry, a comprehensive approach is essential. Customers expect not only high-quality products but also a complete range of related materials and services. Since we had to temporarily suspend sales of our secondary polyurethane sealant, some customers inevitably turned to alternative suppliers. However, we firmly believe this is only temporary. When a product truly delivers superior quality, customers always come back—and we will do everything possible to earn that trust once again.
According to our estimates, the Ukrainian market produces approximately 12 million square meters of insulating glass units annually. Based on various industry assessments, the market declined by around 10–15% in 2018 compared with 2017. Therefore, we did not expect any significant market growth in 2019.
As for WinStyle, we are very satisfied with the results we achieved in 2018 and entered 2019 with ambitious plans for further growth and development.