| 69 T T Kelly Deeks Innovations in architectural timber Genia Architectural has built a reputation for innovation and beautiful products, adding exotic species such as American and Tasmanian Oak to its range. TIMBER INDUSTRY Genia Proud Supporters of Genia Suppliers of Premium Decking • Fencing Treated Radiata • Fence & Trellis Capping Custom Treating • Kiln Drying • Sawmilling Bin & Pallet Manufacturers 194 Ranzau Road, Hope, Nelson | Ph 03 544 7077 | sales@taylortimbers.co.nz Westco are proud to support Genia 03 388 1762 | www.westco.co.nz Kiwi Lumber is proud to be a supplier and supporter of Genia and their endeavors Kiwi Lumber supplies an extensive range of structural, outdoor and appearance grade products to building merchants and re-manufactures across New Zealand At a time when most of New Zealand’s forests are still exported as unprocessed logs, Genia’s role as a value-added remanufacturer is a good news story that not only adds value to the New Zealand economy but also adds jobs to the regional town of Motueka, where it is based. Genia is a fifth-generation timber processing business that dates back to 1870 and is well-known for innovative timber products. Genia Architectural is the company’s newest division and was born in response to the 2021 Covid lockdown home renovation craze. “Our first range of architectural products started with interior lining profiles and were designed to add texture and natural beauty to residential and commercial interior spaces”, Says Genia’s Josh Hewetson. “When we started, the wall linings trend was embraced worldwide, but only in a limited way in New Zealand. We saw an opportunity to make a product offering that was unique and inspired by our New Zealand landscape.” Genia Architectural lining profiles are inspired by New Zealand, from the peaks of Taranaki to the waves of Ninety Mile. Manufactured from solid timber and supplied in easy to work with lengths. In 2022, Genia’s Architectural concept was proven when the company got together with Japanese artist and designer Maiko Nagao to create a custom profile for a home renovation project. Public response and ensuing enquiry showed Genia had created a demand among interior designers for New Zealand pine to add texture and warmth to their projects. “Maiko’s job really kicked off demand, and people continue to love that raw pine look,” Josh says. “It adds a beautiful, natural vibe to your home.” Since adding new profiles and products, Genia Architectural has built a reputation for innovation and beautiful products, adding exotic species such as American and Tasmanian Oak to its range. “Our first range of architectural products started with interior lining profiles and were designed to add texture and natural beauty to residential and commercial interior spaces.” Genia Architectural’s new Signature Range is being released to the market in early March and brings a deluxe version of the now popular interior linings profiles. “Our Signature Range is an elevation of our most well-known and loved profiles,” Josh says. “We are planting our flag at the premium end of the market and reminding our customers that nothing beats natural timber for quality and aesthetics.” With New Zealand’s strong adoption of solid timber linings, Genia has expanded into international markets, starting with the Philippines, which has shown significant interest. Josh says Genia continues to be passionate about advancing its arhictectural products into the future. “We have a high level of timber IP within our team, and we have a lot more that we’re working on.”
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