Ask the Expert

CW Products has been supplying roller shutters to the Australian trade since 1984, when Danny Elassaad’s father founded the business after arriving in Sydney from France with a PhD in solar engineering and an eye for a gap in the market. Four decades on, Danny runs the company as Managing Director, overseeing more than 100 people across two South Australian facilities. He spoke with Tony Cassar about the family story behind the business, the Australian-made conviction that shapes its market position, the challenges of operating in a turbulent supply environment, and why he believes the roller shutter is one of the most undersold products in the industry.

The newly minted Co-President of the Window Shading Association of Australia (WSAA) Jason Lewis sits down with Tony Cassar to talk about a tough time in the new build market, the focus brought by ultra-marathons, and leading from the front on generational change within the industry.

Tony Cassar catches up with David Symons to discuss his pathway through the industry, from the Sunshine Coast to Indonesia and the USA, there is always a surf break nearby.

In this edition’s Ask the Expert, Tony Cassar sits down with Joe De Petro, CEO of Defab, to talk about humble beginnings, the company’s recent acquisition, and rising from the ashes.

In this edition’s Ask The Expert, we bend the rules by bringing you two “Experts”. Tony Cassar sat down with John Baguley and Nick Brice from Shaw Australia to discuss window furnishings, Shaw’s expansion outside of fabrics, and an inseparable industry bond started through sport.

In this edition’s Ask the Expert, Tony Cassar catches up with Paul Hargrave from Neylor in Western Australia, about Hargrave’s journey from a 16-year-old in the army to building a leading commercial blind company and the mindset changes required to get there.

In this edition of Ask The Expert, Tony Cassar speaks with Theo Tsalacopoulos from Unique Screens about a lifetime in the industry, the low barriers to entry holding it back, and Porsche 911s.

In this edition of Ask the Expert, Tony Cassar speaks to Simon Meyer from Blinds by Peter Meyer about getting his start in the industry in England, classic car racing, and carrying on a legacy.

In this edition of Ask the Expert(s), Tony Cassar sits down with Jake and Miri Kinderman from Tip Top Blinds. A third generation family company, Tip Top has a reputation for quality and reliability. Tony chats to the couple about how they got involved in the industry, how their faith improves their business and how a piece of cardboard helped create one of the best known blind companies in Melbourne.

In this edition of Ask The Expert, Tony Cassar sits down with Michael Gubby from ISeekBlinds. Gubby is a true pioneer in the e-commerce space in the window furnishings industry. Here he discusses what it was like making the jump into e-commerce, dealing with copycats, and a buyout from a big European player.