Genius PVC Trade Frames unveils ‘The Schirmernator’ in £3.2m upgrade

Norwich-based fabricator Genius PVC Trade Frames has announced that its latest cutting-edge machinery, part of a total £3.2 million invested over the last few years, is now fully operational in their newly expanded factory. This significant upgrade has boosted production capacity and capabilities, positioning the company for future growth. The centrepiece of this investment is a new BAZ Tandem Schirmer cutting centre, affectionately dubbed ‘The Schirmernator’ by the Genius team. 

This new addition joins the original Schirmer, known as ‘Robochop’, showcasing the company’s commitment to both state-of-the-art technology and a positive workplace culture. 

Operations Director Lee Dickinson, the creative mind behind the machines’ cartoon personas, commented: “These aren’t just pieces of equipment to us. They’re part of the team and naming them adds a bit of fun to our day-to-day operations.”

Alongside ‘The Schirmernator’, Genius has also installed a ROTOX Horizontal 8 Head Welding and Cleaning Line, further enhancing their production capabilities. This significant investment in machinery from Winmac comes as Genius expands its product range to include Deceuninck systems, complementing their established Kömmerling offerings. Kevin Noray, Sales Director of Winmac, praised Genius’s forward-thinking approach: “It’s always exciting to work with companies like Genius who understand the value of investing in top-tier machinery. Their commitment to quality and efficiency is evident in their choice of equipment, and we’re proud to support their growth journey.”

Thomas Weston, MD of Genius, added: “This investment in both machinery and additional factory space isn’t just about increasing capacity; it’s about future-proofing our business. With the addition of Deceuninck to our portfolio, we needed the space and machinery that could handle increased demand while maintaining the high quality our customers expect.”

The new machinery and expanded facility allows Genius to maintain its commitment to quick turnaround times and high-quality products, even as they expand their range and customer base.