Marketing is no longer about selling products. Rather, it is a matter of positioning yourself as a solution provider.

As the third generation in a family business, with studies in graphic design behind me, it seemed logical that I would end up in the marketing department of Sunconfex Group. Although I am writing this column today as a proud marketing coordinator, that process was not without detours.

Wanting to speak the language of the company, having work experience in different departments was an indispensable learning experience. Between 2018 and 2022, I held the roles of operator, quality controller and customer service representative, among others. The pandemic that broke out during that period and forced people to stay home flooded the awning industry with work. There wasn't enough time to look forward or backward, so I took a break from the business in 2022. 

That period sparked my imagination and so I shifted my focus to creation, straight from my heart and soul. The rebranding of the group, which had been in the works for a while, turned out to be the perfect project to fly back into it with renewed inspiration, renewal and respect. The experience I gained during the first four years within Sunconfex Group I still take with me every day when I speak with customers, partners and employees. Those conversations teach me that we have arrived at an exciting point in the history of our family business: marketing is no longer a matter of selling products, but of positioning yourself as a solution provider. 

Sunconfex and Solaye Fabrics, the companies within the Sunconfex Group, not only complement each other, but reinforce each other. Whereas Sunconfex offers customized sun protection solutions to our customers, partners can go to Solaye Fabrics for sun protection fabrics on rolls. More than ever, we are intertwining the storylines that underline Sunconfex's position as market leader and strengthen Solaye Fabrics' image in the European market.

Smart and stylish investment

We are craftsmen, with the necessary pride for our craft in addition to expertise and experience. Before zip-ties made their appearance in Europe in the early 2000s, architects often considered screens to be rags. Fortunately, my father Ludwig Kestelyn, a pioneer in sleek awning cloths, helped change that.

Whereas blinds used to be seen as a luxury product or an expensive alternative to shutters, there is now increasing attention to their longevity and added value. Sleek screens made of beautiful fabrics in different textures and colors are not only a functional, but meanwhile also a stylish part of our homes.

Sustainability as the fourth core value

I passionately complement the core values that my father has promoted throughout his career - quality, speed and service - with sustainability, from the partnerships we enter into to the products we use. For example, behind the scenes we are developing a new type of fabric that is as high-performing as PVC-containing fabric, but without PVC. With the climate perceptibly changing, Sunconfex Group is proud of the role we can play in creating a healthy indoor climate. We cannot predict the future, but we are looking forward to it!   

The Pen - Emelien Kestelyn – Marketing Coordinator at Sunconfex Group