We interviewed our Export Sales Manager, Antonino Alati, who has been selling solar control films for buildings for over 14 years. Antonino shares with us the benefits of these products, the market growth forecasts in this rapidly expanding industry, and how he turns his clients into partners for shared growth.
Antonino Alati was born in Italy, he has lived in various European countries and is currently living in Spain. He is a professional with nearly 15 years of experience in the solar control window film market. Antonino worked with some of the most renowned global brands, as the American manufacturer Johnson Window Films, the exclusive Spanish distributor of Llumar films and, for the last seven years, he is leading the Export team at DTI – Solarcheck, distributing Saint-Gobain films.
The demand for solar protection films has been rising in recent years. This product, with its numerous variations, provides excellent results in reducing heat, leading to lower energy consumption in buildings. In a context where reducing energy consumption is an urgent necessity, solar control films offer excellent results without requiring structural modifications or disrupting the building’s activity.
Antonino’s main role at DTI – Solarcheck is not only to sell a high-quality product in Europe, but also to create and maintain a mutually supportive and collaborative relationship with his clients.
My relationship with our clients is, for me, the key to my work’s success. It’s something that is built over time, based on professionalism and mutual trust. What we do is not only to supply a high-quality product at a competitive price but also to advise and support clients, both technically and commercially, so they can achieve their goals, which ultimately align with ours: success and continuous growth.
Antonino, from what you’re saying, solar control films have multiple advantages…
It’s true that at first glance it might not seem like it, but polyester films are technologically advanced products with numerous variations and applications. The best-known ones are solar protection and energy efficiency films, which block high levels of excess heat, reduce glare, and significantly lower energy consumption, among other benefits. Also popular are safety and anti-vandalism films, which reinforce glass surfaces, keep broken glass together in case of breakage, make break-ins harder, and protect surfaces from vandalism. But there are many others… For example, there are fog-prevention films, skin-protection films, antibacterial films, and even films that shield against electromagnetic waves.
And…Why are they in increasingly demand?
As I mentioned, they are very effective products for rejecting heat. They improve visual comfort, create a cooler interior environment, reduce air conditioning use, save electricity, and improve building’s energy efficiency. Perhaps it is not necessary to say, but this also means significant cost savings. Additionally, these films don’t require structural modifications for installation, offer immediate results, and don’t interrupt normal business activity or require major construction.
In recent years, sustainability has become a decisive factor for buildings and society in general. You mentioned energy efficiency and rising temperatures—how do solar films contribute to building sustainability?
Our solar control and safety films for glass are certified by the International EPD System as carbon-negative products. This might seem surprising, as they are petroleum-based, but throughout their lifecycle, the energy savings and emission reductions they enable outweigh the polluting emissions generated in their production, transportation, and disposal. This is documented in the EPD environmental declaration of our products, highlighting their carbon-negative status.
New national and European regulations encourage the use of sustainable products. For example, in an EU country like Italy, the Minimum Environmental Criteria (CAM) mandate the use of low-emission, zero-emission, or carbon-negative materials in public works.
Moreover, architects increasingly choose or are required to use low-impact products for rehabilitation or new projects.
It should be remembered that buildings are the largest consumers of energy. By installing solar protection films on their glazing, excess heat inside the building is reduced and energy consumption is considerably reduced too.
If I might return to the relationship with your customers, you mentioned that the most important thing is to maintain a close relationship and consistently advise and assist them. How do you do that?
Well, what we mainly do is to create opportunities for our clients, distributors and partners in Europe. Our commercial actions are focused on promoting our products and their benefits, using marketing campaigns and face-to-face events. We also highlight installations using our products, which, due to their compliance with the latest ecological and safety standards, generate a flow of potential clients that we make available to our clients.
How is your relationship with them on a commercial level?
The most important part of the relationship is that we are partners with our clients, meaning we have a 360-degree collaboration with them. In addition to offering the best product on the market, we provide our clients with a partnership that allows them to grow with us.
We help them expand their market share and find new opportunities. It’s not just about selling a product; we continuously provide them with technical and commercial support.
One example is energy simulations. We can conduct studies and simulations of energy savings for specific projects, modeling the interaction between the film and the specific glass type. These studies give the final client a precise idea of the savings they will achieve through solar control films and the return on investment, which typically occurs within two to three years.
What’s the primary request you receive?
Frequently, and especially nowadays, there is an overheating problem. The primary need is to lower indoor temperatures. Modern architecture increasingly uses large glass surfaces, which is great for natural light but also heats the indoor environment.
The global temperature increase we’ve seen in recent years is another decisive factor, as it raises cooling costs and energy use. The urgent need for energy-efficient building renovations is a key factor driving the growing demand for solar protection films, which have become essential.
What’s new with Solarcheck?
As I mentioned, recent architectural trends focus on thermally comfortable spaces that maximize natural light. This leads to products with high light transmission, excellent visibility, and high heat reduction—ensuring occupant comfort and building energy efficiency.
Our latest product, Sentinel Plus QXN75, meets these needs. It transmits over 70% of visible light and can block more than 60% of total solar energy. In other words, it’s a virtually invisible film that operates constantly without altering the building’s aesthetic. It has outstanding construction quality with top-tier technology
Finally, Antonino, what are the market projections for the next five years?
Well, in this global context with the urgent need to reduce emissions and pollution, the projections look very promising. Certified professional solar control films are sustainable products that reduce pollution, improve user comfort, and are increasingly appreciated and in demand. Additionally, installation is quick, the improvements are immediate, and the investment pays off in a short time. For these reasons, we’ve grown at a good pace in recent years and expect to continue at an even faster rate across Europe.
