WERU

What WERU does

WERU GmbH is a German manufacturer of custom-made windows, entrance doors, balcony and patio doors, roller shutters, and external venetian blinds, founded in 1843 and headquartered in Rudersberg, Baden-Württemberg. The company produces PVCu, PVCu–aluminium, and aluminium systems at three German production sites — Rudersberg (corporate headquarters), Triptis, and Greiz-Gommla — and employs approximately 1,000 people. Its 2025 product lineup includes the newly launched CALIDO and IMPREO window systems, alongside an established portfolio (aluminium and PVCu entrance doors, lift-and-slide patio doors, roller shutters, and a spare-parts/accessories shop). WERU is a wholly-owned subsidiary of the Danish-based DOVISTA Group (12 brands, 6,500+ employees), which in turn is 100% owned by VKR Holding A/S (a Villum Foundation-controlled Danish enterprise with 17,200 employees across 38 countries). WERU operates a sister brand, WERTBAU, serving the Swiss market in cooperation with Egokiefer.

The business model is built-to-order, quote-based manufacturing distributed exclusively through a certified specialist dealer network (Fachhändler) across Germany, with adjacent presence in Switzerland, the Netherlands, and Spain. Pricing is not publicly disclosed and is set per-project through dealers; revenue is recognized on a one-time sales basis (windows, doors, shades, and accessories), with no subscription or recurring component. Customer acquisition is supported by a digital stack — a door configurator, energy savings and CO2 calculators, a grants/subsidies enquiry tool (delivered through partners febis Service GmbH and EE-Experten GmbH), and HubSpot-driven lead nurturing — feeding prospects into the dealer channel. WERU's primary end-customer segments are residential homeowners (new build and renovation), supplemented by builders/constructors, renovation contractors, architects/planners (via a dedicated partner program), and a commercial object business for multi-unit projects.

WERU's competitive positioning rests on 180+ years of brand heritage ('Marke des Jahrhunderts' for 2022–2025), German manufacturing provenance, third-party security validation (products on the criminal police recommended list for burglary protection), and consistent recognition on innovation (six consecutive WELT Innovations Champion awards) and sustainability (WELT Sustainability Champion 1st place 2024; FOCUS-MONEY 2023). The company is led by three Managing Directors — Adnan Ćuk, Dr. Frank Fleissner, and Tobias Pfoh — under a Supervisory Board chaired by Michael Hassø Larsen, reflecting its position within the DOVISTA/VKR corporate structure. WERU acquired Unilux in March 2014 to broaden its portfolio, and its 2020 brand relaunch and subsequent digital tool rollout mark the most significant recent strategic shifts.

Name

WERU

Legal name

WERU GmbH

Website

https://weru.com

Company type

Private

Founded year

1843

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

WERU GmbH is a German manufacturer (founded 1843) of custom-made PVCu, PVCu–aluminium, and aluminium windows, entrance doors, and patio doors, serving residential homeowners and construction professionals across Germany, Switzerland, the Netherlands, and Spain via a certified specialist dealer network.

Ownership category

akta.pro rank

Product category

Windows and Doors Manufacturing

NAICS

Metal Window and Door Manufacturing (332321), Blind and Shade Manufacturing (337920), Blind and Shade Manufacturing (33792)

SIC

Metal Doors, Sash, Frames, Moldings & Trim (3442)

akta.pro primary industry

Windows (IMADAIAC)

akta.pro secondary industries

Custom Window & Door Fabrication & Replacement (HSAPAJAI), Doors, Windows & Millwork Retail (Interior/Exterior Doors, Windows, Moulding) (CRAIAEAI), Window Treatments & Shading Systems (Blinds, Shades, Awnings) (IMADAIAN)

Keywords

• Custom window manufacturing
• Entrance door systems
• Residential building products
• Energy efficient glazing
• Roller shutter venetian blinds

Headquarters

HQ city

Rudersberg

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Windows and Doors Sales: Direct sales of custom-manufactured windows, entrance doors, balcony and patio doors, roller shutters, and external venetian blinds to end customers through specialist dealer network.
2. Spare Parts & Accessories: Spare parts and accessories shop for both private customers and specialist dealers

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

WERU manufactures and supplies custom-made windows, entrance doors, balcony and patio doors, roller shutters, and external venetian blinds for residential properties. Products are made-to-measure in PVCu, PVCu-aluminium, and aluminium variants, distributed exclusively through a certified specialist dealer (Fachhändler) network across Germany, with supporting online tools such as a door configurator and energy/CO2 savings calculators.

Product overview

WERU is a German manufacturer of high-quality, custom-made windows and entrance doors, with a portfolio spanning over 180 years of operation (since 1843). The product portfolio is organized around four core product categories: (1) Windows — including PVCu windows, PVCu-aluminium windows, and the novel CALIDO and IMPREO window systems; (2) Entrance doors — offered in both aluminium (including ATRIS, AMENTA models) and PVCu (including AVIDA-home); (3) Balcony & patio doors — including balcony doors, slide & tilt doors, and lift & slide doors with large glass surfaces; and (4) Shades and screens — comprising roller shutters and external venetian blinds. Supplementary offerings include a spare parts and accessories shop, online digital tools (door configurator, energy savings calculator, CO2 calculator, grants enquiry tool), smart home integration features, and a comprehensive fitting options programme. All products are manufactured in Germany at WERU's production sites in Rudersberg, Triptis, and Greiz-Gommla. WERU is a member of the DOVISTA Group.

Differentiator

Problem solved

Functional benefit

Brands

• WERTBAU: Wood and wood/aluminum windows and doors, specifically tailored for the Swiss market, operated by approximately 400 employees in Langenwetzendorf.

Products and services

• PVCu Windows High-quality custom-made PVCu (PVC/uPVC) windows manufactured in Germany, offering design variety, energy efficiency, security, and durability as standard features for residential new construction and renovation.
• PVCu-Aluminium Windows Hybrid PVCu-aluminium windows combining the thermal efficiency of PVCu with the exterior durability of aluminium cladding, custom-made to specification for residential properties.
• CALIDO Window System Innovative new window system introduced in 2025, representing WERU's latest generation of window technology alongside the IMPREO system.
• IMPREO Window System Innovative new window system launched in 2025 alongside CALIDO as part of WERU's window novelties, representing the company's latest generation of window solutions.
• Aluminium Entrance Doors High-quality custom-made aluminium entrance doors offering individual design options and energy efficiency, WERU's premium door offering for residential properties.
• PVCu Entrance Doors High-quality custom-made PVCu entrance doors described as versatile all-rounders, offering design flexibility and thermal performance for residential properties.
• Balcony Doors High-quality custom-made balcony doors offering barrier-free access and energy efficiency for residential properties.
• Slide & Tilt Doors Custom-made slide and tilt doors providing space-saving operation for balcony and patio access in residential properties.
• Lift & Slide Doors High-quality patio doors with lift-and-slide mechanism enabling large glass surfaces, barrier-free access and space-saving design for contemporary residential architecture.
• Roller Shutters Roller shutter systems providing sun protection, thermal insulation, security, and privacy, offered as three distinct quality solutions for residential properties.
• External Venetian Blinds External venetian blind systems allowing adjustable light control, solar shading, and temperature regulation from outside the window for residential properties.
• Spare Parts & Accessories Shop Online accessories shop for replacement parts and supplementary equipment, serving both private customers and WERU specialist dealers.

Quantifiable outcome

• Burglary attempts unsuccessful in over one-third of cases due to WERU security equipment
• +1 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core and minor.

• WERU Specialist DealerscoreChannel Partner/ Reseller/ DistributorNetwork of certified specialist dealers (Fachhändler) across Germany who sell, deliver, and install WERU products. Dealers have access to the DataLine portal for technical documentation, specifications, and consultation services.
• Facebook and Instagram (Meta)minorGTM or Marketing PartnerSocial media platforms for brand presence, community engagement, and content sharing with followers.
• EgokieferminorStrategic or Co-development PartnerSwiss market leader for wood windows, working in close cooperation with WERTBAU (WERU's sister company). Together they deliver high-quality wood and wood/aluminium window and door solutions tailored for the Swiss market.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• profine (KÖMMERLING): German-headquartered extruder of PVC window and door systems under the KÖMMERLING, TROCAL, and KBE brands. Competes with WERU as a PVC system supplier to fabricators and as a finished window brand, with comparable customization and energy-efficiency positioning.
• Schüco: One of Germany's largest window, door, and façade system manufacturers, headquartered in Bielefeld. Directly competes with WERU in PVC and aluminium windows/entrance doors for the residential and commercial segments through a comparable specialist dealer network in Germany and across Europe.
• Salamander Industrie-Produkte: German PVC window and door system manufacturer (Salamander, Brügmann, bluEvolution brands). Directly comparable to WERU in PVC window technology, customization options, and dealer-led go-to-market across German-speaking Europe.
• Heroal: German manufacturer of aluminium window, door, and roller shutter systems for residential and commercial buildings. Directly comparable to WERU in aluminium entrance doors, balcony/patio doors, and external venetian blinds, serving German specialist fabricators and dealers.
• Hörmann: Germany's leading manufacturer of entrance, internal, and garage doors, plus operator systems. Directly comparable to WERU's aluminium and PVCu entrance door business, with a similar premium-brand positioning and dealer-led distribution model in DACH.
• Aluplast: Karlsruhe-based PVC window system manufacturer serving European fabricators and dealers. Direct competitor to WERU in custom PVCu and PVCu-aluminium window systems for the residential renovation and new-build segments.
• Internorm: Austria's largest window manufacturer, producing PVC, timber, and timber-aluminium windows and entrance doors for the DACH residential market. Comparable premium positioning, dealer-led distribution, and customization depth to WERU.
• REHAU Windows & Doors: German-based polymer solutions group whose windows division produces PVCu window systems marketed through specialist fabricators and dealers across Europe. Closely comparable to WERU in PVC window technology, customization depth, and channel-led go-to-market.

Broad incumbents

• VELUX Group: Sister company of WERU under VKR Holding, the global leader in roof windows and skylights. While not a direct competitor in vertical windows, VELUX provides a benchmark for the VKR/DOVISTA platform's brand-building and innovation capabilities, and there is adjacent product overlap in residential daylighting solutions.

Emerging players

• Unilux: German manufacturer of aluminium-clad wood and PVC windows and doors, acquired by WERU in 2014. Now operates within the WERU/DOVISTA portfolio but historically competed directly in the premium wood-aluminium segment; remains a relevant adjacent reference point for WERU's higher-end offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/weru.gmbh
• Instagraminstagram.com/weru_gmbh
• LinkedInlinkedin.com/company/weru-gmbh

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WERU