Case Studies

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.

When renovation duo Mitch and Mark needed window treatments for their Brighton Le Sands penthouse, The Gezellig Room specified Somfy’s WireFree motorisation system to meet a brief that required quiet operation, zero new electrical work, and precision light control across seven blinds.

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.

Luxaflex solutions have provided an elegant finish to a breathtaking family home amid the natural beauty of Binna Burra.

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.

When television presenter and Norman brand ambassador Catriona Rowntree began renovating her family’s country home with her husband, their vision was to weave modern comfort and functionality into the warmth and charm of its classic farmhouse setting.

A natural talent for leadership in team sports as a youngster provided a solid foundation for Alec Millard, to inspire his team and propel his career at CW Products. WFA caught up with this rising star to hear about his journey in the industry so far.

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.

CW Products’ EasyView Roller Shutters have transformed an outdoor deck into a versatile dining area with a view, at Para Hills Community Club, in South Australia.

Somfy automated shading solutions have been key to supporting the eco-credentials of an office fitout in Sydney’s acclaimed Quay Quarter Tower.