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When thinking of places known for fun in the sun or cafe culture, Canada may not immediately come to mind. Yet that is where awning manufacturer Rolltec® Rolling Systems Ltd. in Concord, Ont., Canada, does business—in a big way.
Rolltec serves the Canadian market across provinces and keeps customers stocked with beautiful and thoughtfully designed retractable awnings, pergolas and umbrellas that can play off a structure’s architecture to make a sophisticated
or cheerful statement.
Rolltec vice president Roman Atsik’s knowledge about awnings and what it takes to make a flawless product has developed over his decades with the business. And though the sales and marketing landscape may have changed over the years, Atsik and his team have preserved the foundational business principles that have made their product a success.
Establishing the business
Early in his career, Atsik was an accountant. He got into the awning business via his father-in-law, Jakov Korol. Korol, an engineer from Ukraine, was selling windows and shutters for a German company when he spotted awnings at an industry show in Europe. In 1984, Korol decided to start an awning company of his own. “Jake had a vision that he wanted to bring this product to Canada, and that’s how it all started,” Atsik says. “He’d bring all the components over from Europe and assemble them here. It was a small place—1,000, maybe 1,500 square feet. Slowly, the business grew.”
Still on the accounting track, Atsik worked with Korol part time in the early years doing “a little bit of everything” at the new company. “All through school and when I was working for someone else, I was working in this business, too, doing sales and all kinds of things to help them out,” says Atsik. “Back then, the company was very small and Jake couldn’t afford to hire anybody full time. But I was working there with him for many years.”
Then, in 2000, Korol convinced Atsik to join the operation full time. “He needed help and said, ‘Either you come join me, or we have to do something about this place,’” Atsik recalls with a laugh. “So I joined on full time, and the rest is history.”
Today, Rolltec is one of the largest manufacturers of upscale retractable awnings in Canada. The company still imports components from Europe, but Rolltec manufactures many of its own. In addition, all sewing and assembly of finished products are done in-house, notes Atsik. Not only does this improve turnaround time, but for a seasonal business, it keeps precious jobs in Ontario. Helen Golubev, Rolltec’s general manager, joined the team in 1997, bringing a background and degree in engineering. Atsik, Golubev and plant manager Isaac Yoffe were tasked with awning production, installer training, installation and assembly, and they lead the team of roughly 30 employees.
Canada’s untapped market
When Korol first entertained the idea of a startup awning company, he hit on something. The Canadian provinces, with their bright, highly anticipated summers and drizzly springs, were fantastic places to outfit homes and businesses with colorful, high-end sunshades.
“In Europe, every home has an awning. In Canada, sometimes we’re lucky if we have a street with two or three houses that have an awning,” says Atsik. “Forty years ago, people knew nothing about them. Today, more and more awnings are being sold. There’s a big potential and we’re here to grow the market.” While awnings are often associated with businesses, Atsik says that mentality is changing as families spend more time working and playing outside.
Quality sells itself
Atsik proudly notes the Rolltec brand is known for its craftsmanship and attention to detail. In addition, the customer experience is highly valued, and Atsik has guidelines in that regard. Rule No. 1: Don’t cut corners. Rule No. 2: Provide quality beyond expectations, even if this means spending a little extra money or time. Rule No. 3: Don’t be afraid to make something custom.
Rolltec’s awning sales are divided into two categories: dealer and direct-to-consumer. The direct-to-consumer approach includes online advertising and leveraging Google Ads campaigns. Some customers still respond to print advertising as well. The company also successfully sells products via Home Depot online (its sole chain reseller). However, Atsik says pleased customers trump all. “Word-of-mouth is very good advertising,” he says. “For us, it’s the best advertising.
“People know us for our quality and refer customers to us,” he says. “Or they see an awning, they check out the quality and they call us. This was Jake’s philosophy from the beginning. We get many referrals, and the dealers that work with us stay with us for many, many years.”
A new chapter
Earlier this year, Korol, who turned 90 in April, sold Rolltec to Phantom Screens, a Canadian company from Abbotsford, B.C. Phantom Screens, established in 1992, is the largest manufacturer of retractable zip screens and door screens in North America.
“Both Rolltec and Phantom are Canadian companies producing related outdoor products, and joining forces made perfect sense,” says Atsik. “Phantom is a very recognizable name. They wanted to offer awnings to their dealer and customer base, and rather than starting from scratch, they wanted to buy a reputable company already in this business. They approached Jake last year, and he was excited. He wanted his legacy to continue and the business to grow.”
The deal closed in February 2024. Atsik and his team will continue to serve Canada while introducing their products to the U.S. and adapting to an ever-changing market. “The most rewarding part of this journey for me has been growing our small family business to be the largest Canadian manufacturer of high-quality retractable awnings,” he says. One thing that won’t ever have to change as the company moves into the future, though, is the company’s original philosophy of “Quality beyond expectations.”
Sara Scullin is a freelance writer and editor based in Wisconsin.
SIDEBAR: Project Snapshot
Refreshing the Sassafraz look
Rolltec® Rolling Systems Ltd. has supplied custom retractable awnings to the Toronto, Ont., Canada, landmark Sassafraz since the restaurant’s debut in 1997. The upscale eatery serves French-inspired Canadian cuisine and has served celebrities such as Meg Ryan, Denzel Washington and Bono.
“[Sassafraz has] been a customer since the beginning; we’ve worked with them a long time,” says Rolltec general manager Helen Golubev.
Rolltec’s upscale awnings contribute to the restaurant’s cozy vibe. The establishment features four that are retractable and a couple of stationary awnings. The restaurant changes its awnings regularly as a cost-effective way to make a big impact. “We have used the same high-quality fabric since our inception,” she says. “It is a marine-grade, 100% solution-dyed acrylic fabric.
“You wouldn’t believe how many times people have called over the years and said, ‘I want the same as Sassafraz,’” Golubev says, laughing. “It’s famous—a very, very popular place. And now we are working on their awnings for next season, which will be a totally new look.”