KCC's high-end window brand Klenze is expanding its presence in the premium market. Windows have established themselves as one of the key elements that determine the dignity of living spaces and the quality of life, going beyond the category of simple building materials. Amid this shift, Klenze, with the philosophy of "space completed by light," is becoming the new standard for premium windows in the luxury dwellings market.
The brand name Klenze originates from the name of the famous 19th-century German architect Leo von Klenze. Leo von Klenze is credited with creating spaces on a different level through unprecedented natural lighting methods and spatial aesthetics through light. Inspired by this, KCC unveiled KCC Windows Klenze, embodying Leo von Klenze's architectural philosophy. Carrying a story of spatial aesthetics through light from the brand name itself, Klenze has built a distinctive position in the market by imprinting the formula "high-end premium windows = Klenze" through a brand communication strategy that emphasizes a high-class image since its launch.
◇ Klenze combines a high-class image with overwhelming technology
As access to information about products and technological capabilities has increased through artificial intelligence (AI), social media (SNS), and online channels, information has been democratized, and with that, the market's interest has shifted beyond simple brand image to the actual technology and quality of window products. In particular, due to the government's recent policy to expand the mandate for zero energy buildings (ZEB), demand is rising among the construction and building materials industries as well as general consumers for the insulation, soundproofing, and airtight performance of windows, which are among the core factors in building energy efficiency. This environment is working in favor of Klenze, which combines overwhelming technological prowess.
Representative models that embody Klenze's concentrated technological prowess include the M series, a system single window, and the Z series, which enables system double windows, along with a variety of lineups that can be applied depending on installation purpose and location.
The M in the Klenze M series is an abbreviation of the German word Mehere, meaning "several" or "some," and it is a high-end system single-window lineup that applies triple or quadruple glazing. Despite being a single window, it achieves performance exceeding that of double windows through a multi-airtight-structure profile design.
The M700, the flagship model of the M series, is the first in Korea to apply quadruple glazing and introduced a four-sided horizontal sealing structure to further enhance insulation and airtightness. By adopting a horizontal sealing sliding (P/S·Parallel & Sliding) system similar to an aircraft door, it contributes to energy savings and the creation of a comfortable indoor environment. It is a product that reflects all technological premiums, including a night ventilation function that allows ventilation when needed even while locked, and soft closing that lets the window close smoothly and safely.
Meanwhile, the Z350 of the Z series secures both openness and functionality with a double-window structure and a slim-profile design that uses a PVC-aluminum composite, and by applying a wide-view glass balustrade, it provides an unobstructed view while meeting Grade 1 energy efficiency performance. The Z in the Z series is an abbreviation of the German word Zweifach, meaning "double" or "twice," and it is a sliding double-window lineup that applies double glazing. By combining the advantages of PVC and aluminum materials, it enhances the sophisticated and luxurious exterior design of buildings while also delivering insulation performance in a composite-material window.
In addition, the K200, a model dedicated to interior spaces, is specialized for living spaces such as kitchens and utility rooms. By applying triple glazing and German hardware, it improves insulation and airtightness, and it features color glass to harmonize with the interior. In bathrooms or stairwells, it can also be used as a skylight and interior element. In this way, rather than relying on a single model, Klenze is broadening the standard for premium windows by offering "the optimal answer for luxury living and architecture" through a segmented product lineup that considers consumer environments and preferences.
Confidence in its technology and products is also evident in Klenze's recently unveiled advertising campaign. In this year's advertising, KCC adopted the slogan "class up Klenze" and focused on intuitively showcasing Klenze's core technologies that elevate not only the class of the windows themselves but also the class of life. It enabled an indirect experience of the completeness of key technologies through close-ups, including soft closing technology that allows smooth opening and closing of quadruple glazing—difficult to achieve without premium windows—and precise engineering that seals all four sides of the window frame perfectly. By exposing cross-sections of frames and glass and visualizing actual operation scenes, it allowed consumers to intuitively confirm insulation, soundproofing, and sealing performance that are not easily perceived in daily life.
Until now, if KCC had promoted Klenze through a brand communication strategy aimed at building a premium image focused on a high-end brand, starting this year it is communicating with the market with a strategy that emphasizes more specific and practical aspects, backed by confidence in its overwhelming technological prowess.
In particular, in the premium dwellings market, it is being evaluated as having secured differentiation by proposing a high-class lifestyle through functional premiums along with the premium image built through the slogan "the luxury of windows." In fact, as Klenze is being applied in more and more sites, it is raising both the energy efficiency for zero energy buildings and the dignity of life.
◇ Experiencing technological prowess and brand value in offline spaces
KCC is spreading awareness of Klenze's excellence by enabling people to experience its luxurious image and product performance through the five senses. KCC operates The Klenze Gallery at KCC headquarters in Seocho-gu, Seoul. The Klenze Gallery Seocho is a new-concept showroom that, through spatial design maximizing the luxury and functionality of windows, presents the latest interior trends and cutting-edge technology while allowing visitors to directly experience the important functions of windows. The showroom consists of three main areas: the "Klenze zone," where visitors can experience a wide view that secures natural lighting and a view through high-insulation, high-airtight structures with slim profiles and glass balustrades; a soundproofing test zone to check Klenze's noise-blocking effect on site; and a color variation zone to compare changes in colors applied to windows.
This differentiated showroom concept of experiential engagement through the five senses—unseen before—has drawn continued visits through word of mouth among industry officials and consumers, establishing itself as a new standard for window industry showrooms. Building on this favorable response, KCC also unveiled The Klenze Gallery Busan to target the premium window market in Busan and South Gyeongsang, expanding brand experiences for industry officials and consumers.
◇ Strengthening dealership installation competitiveness on top of product technology, boosting consumer trust
Along with Klenze's product technology, KCC is continuing efforts to enhance one of consumers' key needs: improving installation quality at dealerships. Each year, KCC runs the Klenze fabrication and installation (hereafter F&I) Academy for members of the Klenze Emax Club, a dealership network capable of Klenze F&I.
The Klenze F&I Academy is a program to strengthen dealership competitiveness for dealerships with outstanding Klenze F&I capabilities, which require the highest level of technical skill. It provides theoretical education on product functions and specifications, F&I demonstrations and hands-on practice, and customer service training. Through this, KCC strengthened dealers' on-site responsiveness and maximized practical training effectiveness to meet rising consumer expectations. In particular, this year's academy delivered effective training using dealer-only fabrication equipment that KCC expanded with an investment of more than 300 million won, extended the program from one day last year to two days this year, and greatly increased the proportion of hands-on practice to enhance both product understanding and precise F&I capabilities.
KCC is expanding training because it believes that raising and consistently maintaining dealers' F&I capabilities is how to build consumer trust, and that the trust and reputation thus built ultimately lead to improved sales power for dealerships. In fact, KCC has consistently operated training to strengthen dealership F&I capabilities since 2007, with cumulative training hours of 1,440 and more than 3,200 graduates. KCC views this training not as a one-off program but as a quality management strategy based on long-term partnerships, and it plans to continue field-centered management for mutual growth with dealerships.