The VEKA Group used the Fensterbau Frontale 2026 in Nuremberg to publicly establish its dual-brand strategy with VEKA and GEALAN. The central element of the presentation: the joint digital partner Digital Building Solutions, which connects both brands.
The company is responding to two trends in window manufacturing: growing competitive pressure from new players and the need to digitalize planning through installation. With a unified digital strategy across two independent brands, VEKA positions itself differently than competitors that are organized monolithically.
For window and door manufacturers as well as system providers, the model is significant: it shows how large suppliers want to maintain their portfolio breadth through brand diversity without fragmenting into separate IT silos. Integration through a digital platform promises faster product development and better customer interfaces for trade and craftspeople.
