Genuit Group

Genuit Group is a FTSE-250 plc and leading provider of sustainable water, climate and ventilation solutions for the built environment. Included in Genuit's brand portfolio is Polypipe, the UK’s best-known pipe and water management manufacturer, Nuaire, a leader in ventilation systems and Manthorpe, a specialist in building products.

Over time, the group had accumulated a patchwork of WordPress and Drupal installations running its websites that were outdated, unreliable with no shared design language and unnecessary complexity to manage content.

Genuit Group wanted to remove the structural barriers to growth from this fragmented external presentation of its proposition, poor visibility of inbound enquiries and limited cross-sell opportunities. UNRVLD recommended that Genuit Group unified its digital estate with a shared component architecture across all brands in the portfolio.

UNRVLD has delivered a multi-year programme for Genuit Group to bring the group’s digital estate onto a single Optimizely One platform with a shared component library and brand-level flexibility.

Beginning with digital strategy and solutions architecture, through to the creation of the design system and build of the platform, UNRVLD has worked closely with Genuit Group to bring the vision to life.

The Polypipe brand required six websites, each serving different markets or segments of the B2B construction industry. Plus the sites for both Nuaire and Manthorpe required a relaunch due to outdated legacy platforms.

Each site operates using the same Optimizely technology stack, utilising Optimizely’s content management system, content marketing platform and commerce platform. They use a single component-driven design framework whilst also allowing flexibility to each brand's visual identity. 

The consolidation onto a single Optimizely One platform has transformed how Genuit operates and benefits from its sub-brand websites. What was once a fragmented estate managed across six incompatible legacy platforms is now a single, governed system.

Each brand - Polypipe, Nuaire and Manthorpe - retains its own identity, but shares the same web infrastructure. The cost and complexity of managing the digital estate has been reduced, plus new functionality or fixes for one brand can also be easily deployed across all sites.

Moving to a single Optimizely platform has significantly expanded Genuit’s ability to serve customers through enhanced digital capabilities, greater scalability and a more consistent user experience, while also enabling the transfer of skills, knowledge and best practices across the Group, improving efficiency and reducing duplication of effort.

The next phase of Genuit's digital transformation will see additional Genuit brands migrate to the Optimizely platform, creating new opportunities to leverage shared capabilities, drive innovation and invest in enhanced customer experiences across the Group.