Genesis - Profiles and trims
ESTABLISHED in 1989 in the ceramic accessories market, Genesis says it’s quickly become a leading brand in the UK and around the world.
‘We’ve been exporting since 1990 and are now available in more than 100 countries, winning the Queens award in the process as recognition for export as an SME,’ says Michael Gadney, sales director.
‘Since then we’ve diversified the range to cross over into the contract flooring, tools and more recently entrance matting industries. Our Omni channel marketing promotes our products to architects, wholesalers, retailers, contractors and end-users with our sales strategy firmly placed in wholesale distribution.’
In 1990, Genesis identified the potential of the export market and started exporting and in 1996 it began expanding by building a purpose-built factory for manufacturing and worldwide distribution. At this point Genesis was available in North America, South America, Europe, Asia, Africa and Oceania with Antarctica the only continent not serviced by Genesis.
In recent years, Genesis has opened offices in Bogota, Colombia and Kochi, India.
In the early noughties, research and development took place to introduce and market a range of tools, movement joints and expand the fashionable range of metal finishing, with a future strategy to increase the Genesis footprint worldwide by catering to the individually diverse markets, taking inspiration from Europe and introducing it in Africa and vice versa. At this point Genesis was reportedly reaching more than 100 countries, over 50% of the world today.
By 2009 it acquired a supply chain allowing immediate growth in the new market of soft floorcovering profiles, which now represents 20% of the UK revenue and now it is looking to replicate this in entrance matting introduced in 2016.
The company says 2018 saw the exciting launch of some interesting new product lines:
Vision: Specifically designed to accept universal LED systems including RGB as well as Flatlite for steps, walls, floors and skirting, offering ‘unlimited freedom of design’. The company says Vision offers a range of premium profiles for commercial and domestic applications, designed to protect and inspire with variable mood accents.
LUXE: ‘A luxurious assortment of tiling profiles that feature real Swarovski crystals, breath-taking plated stainless steel and solid brass profiles.’
Genesis now has 57 employees and three international offices each servicing domestic and export markets. But it says it retains what it describes as a whimsical side with the company website stating it sold well over ‘14m metres of aluminium tiling profiles in 2016, enough to cross the Atlantic Ocean – twice’ and more than 97m tile spacers in 2016, enough to tile Albania with 60x60cm tiles.
Genesis has a varied portfolio of case studies. Here is a sample of some of them:
1 Fitness First Leisure Centres
Genesis KAC Skirting is an all-aluminium clip-on skirting. The design of the skirting allows for cable management and the clip-on system means the skirting can be interchanged easily with little disruption to visitors to the centre. The KAC skirting is available in 70mm and 80mm options; Fitness First elected to use the 80mm. Fitness First is in the process of refurbishing several of its 160 UK centres with Genesis skirting the product of choice.
2 Carluccio’s Italian Restaurant – London
The Genesis NTEX range is an aluminium nosing with carborundum filled inserts said to make it durable and suitable for all conditions. The range is reportedly available in any array of widths and carborundum infill colours. Its exterior capabilities and anti-slip properties along with the required 222mm width made the NTEX294 ‘a perfect choice’ of Carluccio’s restaurant and the contracts team at Multiflor Co which completed the installation in a busy central London location.
3 Champneys Luxury Spa Hotel – Henlow
Refurbishment began at The Champneys Luxury Spa Hotel in Henlow in 2017 with the aim of blending traditions of old with innovations of the new. This was an opportunity for Genesis MHS120.35 movement joints to be used in the project.
With the choice of any RAL colour available for the insert, getting the perfect match/contrast is claimed to be simple and combined with its functionality, it was a match truly made for the spa.
As work began on the spa, the changing rooms were completed with sleek marble surfaces, a new locker system and ‘a carefully thought out layout to maximise space’.
Genesis TDP tile trim profiles were used throughout the refurbishment project to add the finishing touches around the hotel.
With 27 finishes to choose from (claimed to be one of the largest selections available in the market), the perfect complimentary trim is always in reach, says Genesis. The Champneys Luxury Spa Hotel opted for its Brushed Brass finish TDP trims to blend traditions of old with innovations of the new.
4 Cineworld Cinemas - Cardiff & Newport
Genesis heavy-duty aluminium movement joints were used in the refurbishment project at Cineworld in Cardiff & Newport. The MSA movement joints are claimed to be perfect for just such a situation. They’re said to be simple-to-fit and offer ‘outstanding flexibility, chemical and weathering resistance’. In addition, says the company, the tensile strength is a contributing factor to the durability making them suitable for a high volume of traffic.
5 Gatwick Airport
When the Gatwick consortium began to renovate the South terminal of Gatwick Airport, it needed to ensure the new floors were protected against the movement of the daily traffic they endure. Genesis says it was able to provide a solution; working with the main contractors, architects and installation contractors a cost-effective stainless-steel movement joint was selected from the Genesis range as the ‘perfect fit’.
The renovations were part of a £850m investment to see the replacement of floors and ceilings and enhance the experience travellers receive. The Genesis movement joint is claimed to meet and exceeds all standards of movement joints and will, the company says, save the floors from cracking long into the future.
6 Heathrow Airport
Genesis NHD18 stair-nosing was installed throughout Heathrow Terminal 5 and most recently Terminal 3 renovations, reportedly creating a safe environment for employees and travellers alike in the world’s fourth busiest airport.
This traffic meant the profile had to be very durable and still provide the necessary safety properties. This 100% aluminium design with aluminium insert is said to have fit the criteria and stay in line with BS8300:2009 and approved document M (ADM).
Working with BAA and the contracts team on the new Heathrow Terminal 5 complex, Genesis Global Systems helped design and supply in excess of about 10,000 linear meters of this bespoke interior nosing and is reportedly proud to associate them with BAA as a preferred supplier of choice for its flooring accessory solutions throughout all airports managed by BAA.
7 Heptonstall School - Hebden Bridge
The Aluminator from Genesis is said by the company to be an innovative heavy-duty stair-nosing that uses what’s described as a sleek, stylish and safe photo luminescent strip in conjunction with any of the standard insert colours.
The safety aspect of Aluminator is what reportedly first attracted the architects at Calderdale City Council to Genesis when it was designing the new extension to its school in Hebden Bridge. The extension hasn’t only provided the school with a new assembly hall and foundation classroom but will provide the local community with a contemporary space.
With just 30 minutes of natural or artificial light Aluminator can produce as much as eight hours of photo luminescence highlighting the edge of the step in emergency situations or dimly lit areas in the early evenings. Heptonstall School was the first of several installations to utilise the Aluminator.
8 Hilton Hotel - Cape Town
The Hilton in Cape Town wanted an entrance matting system that was visually pleasing and practical. The Genesis Fluted Rubber TrakMat Entrance Matting was the suitable matting system. The matting system has been installed in the entranceway of the hotel and is said to work in harmony with the marble floor.
9 University of South Africa – Johannesburg
It’s widely acknowledged that one-third of all reported fall accidents occur on stairs, with one serious injury every five minutes.
Genesis’ range of stair-nosing profiles is claimed to significantly reduce the risk of accidents on stairs while also protecting the edge of the floor covering from impact damage. The University of South Africa approached Genesis with a specific problem it had with replacing the existing damaged, unsuitable and dangerous nosing on the main building steps.
‘We were able to offer it the benefit of our years of global experience where extreme temperature variations and a need for popular design never stand in the way of construction challenges,’ said the company.
The NSL Profile from Genesis is said to be a specially developed profile designed to be used outside to protect the edge of the step and prevent slipping. The silicone carbide insert is designed and tested for slip resistance for pedestrian surface materials and tested against the effects of weathering to ensure what the company describes as optimum performance.
10 Reykjavik Konsulat Hotel - Curio Collection by Hilton
RezTred NRES2103.16 has been used on the entrance to the serenity pools in the Reykjavik Konsulat Hotel in Iceland.
The 10mm strips of resin provide R12 anti-slip resistance on the entrance/exit to the water. The hotel opted for the black resin as they wanted the safety element to be in place but not to look out of place in the spa – ‘the perfect combination’, says Genesis.