Stefaan Haspeslagh
CEO / Deceuninck
In an exclusive interview, Deceuninck CEO, Stefaan Haspeslagh, guides CEO North America Magazine through his company’s proud history, global expansion, and firm emphasis on sustainable construction.
Deceuninck, a giant in the building material industry, was founded in Roeselare, Belgium, in 1937 by Benari Deceuninck. Initially, the company produced a wide range of products made from plastic sheets.
In the 1960s, Deceuninck started working with PVC, and by the 1990s, it had expanded across Europe and the US, becoming a leading player in the PVC window system market.
Today, Deceuninck employs 3,700 people and serves more than 4,000 customers across over 90 countries.
The company is at the forefront of innovative high-performance solutions for sustainable living and is globally recognized as one of the top three independent manufacturers of PVC and composite profiles for windows and doors.
A Loyal Company
Deceuninck’s CEO Stefaan Haspeslagh, who took the reins in June 2024, describes his company as “A company with a great name, a long history and strong tradition. It’s recognized as one of the global industry leaders.”
With 20 years of experience in several industries, including machinery, agriculture, mechanical engineering, electronics, plastic piping and energy, Haspeslagh tells us that several things make Deceuninck unique.
“Providing homes across the globe with stunning windows and doors with best-in-class insulation values, containing post-consumer material while being recyclable themselves: this is our commitment. This is why every window matters.”
“The first is innovation. We are an innovative player in the market because we listen to our customers and stay flexible so that we can meet their needs as much as possible — and this sets us apart from our competition.”
“The second thing is our customer relations. The first week I was with the company, I had to give a certificate to a customer that we had for 40 years. That’s half of the lifespan of our company, which is an amazing achievement.”
He sums up the company’s service-based strategy as, “A company of people working together with the people around us, our suppliers, our customers, and the consumers. We are really listening to people, and make sure we have a people-centered approach.”
When it comes to customer relations, Haspeslagh’s philosophy is: “You’re only as good as your last delivery.” “You need to execute flawlessly every minute of the day in everything you do for your customers.”
The CEO understands that customers expect excellence. “I believe this is the foundation of a long-term strategy… quality. Which involves the supply chain and people working together to ensure that whatever you deliver to the customer is top-notch.”
“That’s because we don’t just offer products – we also provide services. So, we’re able to offer a complete solution, which is important.”
A Global Company
“We are a global company, meaning we have a global presence and that we are adapting ourselves to the local markets,” Haspeslagh tells CEO North America Magazine.
Deceuninck’s 17 fully integrated manufacturing plants worldwide, along with 16 sales and distribution units, ensure its most valuable asset – long-term customers — receive the service and response times they need.
“The long-term relationships with our customers are especially interesting in this industry. They are amazing.”
Haspeslagh manages the company across three regions: Europe, North America, and Türkiye & Emerging Markets. “We have a specific North American strategy, South American strategy, European strategy, Turkish strategy, and rest of the world strategy. So, we adapt ourselves to the local needs, local specifications, and local standards.”
“For our customers and long-term partners, it’s important that we have the right quality and are reliable in terms of service.”
“What is needed are customers who are confident in the future; we also need bankers who are confident in the future of the consumer. Because, in the end, in the building industry, most of what consumers do is financed, so they depend a lot on financing from the banks and to gain the trust of the banks.”
“Access to the stock market has enabled Deceuninck to invest in sustainable growth, innovation, and international expansion. It has also driven us to continuously improve our processes and reinforce our long-term vision.”
Deceuninck in North America
Deceuninck North America is headquartered in Monroe, Ohio, and also operates a facility in Fernley, Nevada. From these locations, the company ships products to fabricators across the US and Canada. Every year, the North American facilities manufacture PVC profiles equivalent to an impressive 7 million windows and doors for residential and commercial buildings.
Haspeslagh sees great potential in the region’s future. “We see opportunities everywhere. If you look at the US, we hope that interest rates will go down, that consumer confidence will return, and that the stock exchange will go up again. And this will create a great time for us.”
He’s confident in the market due to the average American’s strong passion for achieving the American Dream—a home. “We see that hardworking people will want to invest in their homes again because, in the US, people love their houses… And we are truly part of helping create this cozy environment for the US consumer.”
Impressing Investors
For over 80 years, Deceuninck has navigated a growing market. However, like any long-standing brand, it hasn’t always been smooth sailing. “The main challenge we face is dealing with the ups and downs of the business – the shifts between high and low,” Haspeslagh explains.
In the company’s 2024 earnings report, Deceuninck reported revenue of €827.0 million. In North America, trading remained strong, and product innovations attracted market interest. In 2025, the company expects the overall market softness to persist throughout the year.
The CEO notes that the success of the construction industry relies heavily on one thing – financing. “The main driver in the entire building industry is confidence from financial institutions and consumers. So, getting through the cycle in a good way, that’s important.”
In 2025, the company is continuing to invest in its people, operational and commercial excellence, as well as innovation and sustainability, to further enhance its competitiveness.
Champions of Competency
“Anything related to Excellence involves placing the right person in the right role with the appropriate skills. That’s essentially our focus,” Haspeslagh says.
Continuing the long-term Deceuninck mindset, the CEO prioritizes people. “We focus on retaining the right people and making sure they’re developing properly, because when you have the right skills, spirit, and passion, you’re bound to succeed.”
“That’s the foundation we’re building on: excellence through our people, skills, and passionate team members.”
“Across our global markets, renovation and new housing remain essential to tackle the issues of today’s world. Deceuninck is ideally positioned to respond to these opportunities with the right products and solutions, directly contributing to energy savings.”
Recent Successes
In June, Deceuninck marked 40 years since its initial public offering on the stock exchange in 1985.
Since then, Deceuninck has experienced a remarkable journey of global expansion, ongoing innovation, and a strong commitment to sustainability, which has led the company to receive many accolades.
This year, Deceuninck proudly announced its first-ever RecyClass certification for using recycled PVC, marking a significant milestone in the company’s ongoing commitment to sustainability and circular economy practices. The certification verifies the physical traceability and origin of recycled plastic materials used in Deceuninck’s extrusion operations across Belgium, France, and Poland.
“These certifications and recognitions are vital steps in our journey to lead the industry toward a more circular and sustainable future,” Haspeslagh said upon receiving the award.
Leading the Industry in Innovation
According to the CEO, the main ingredients Deceuninck purchases to work with are PVC and chemicals. From there on out, the company is truly in charge of its manufacturing.
In all aspects of design, tooling, electrical, and technological work—Deceuninck’s in-house team strives to produce sustainable window profiles and building products. “We have everything in-house, allowing us to be the innovation leader in our industry.”
