David Symons

Tony Cassar: Hi, David, welcome and thank you for being part of the WFA Ask The Expert Series.

David Symons: Thank you – it’s great to be part of it.

Tony Cassar: David, you have had a long career in the window furnishing industry, over 25 years. Tell us when and how it began.

David Symons: After living overseas for a couple of years in Brugge in Belgium and San Diego USA, on coming home I joined Bricos, our family business as a sales rep for Queensland and Northern New South Wales. The company was based at Erina on the New South Wales Central Coast at that time so I was working remotely for the first few years in the Sunshine State.

Tony Cassar: David, can you also tell us about your history in the industry?

David Symons: In 1999 we decided to relocate Bricos to Queensland and at this same time I moved into sourcing, and product management working closely with our various suppliers.

Our focus was in emerging markets and it was around this time we shifted heavily into blind textiles from our roots in soft furnishing.

Bricos was one of the first globally to offer blind fabrics at 2.8 and 3.0 metre widths and we developed a nice export business for these wider width fabrics to around 10 countries.

Day to day running of the company was shared between Nick Bippus managing our sales team and myself on supply and product.

In 2004 my sister Jenni and I bought the business off my folks and soon after opened warehousing in Melbourne and Auckland in addition to our head office at Yandina on the Sunshine Coast.

In 2009 I took a delegation to Korea and successfully negotiated for Bricos to become the exclusive partner of the market leading Sunshadow Sunscreen range of products produced by Alkenz Korea.

Then in 2011 after 40 years of our family business The Bricos Group was sold to the global Hunter Douglas group of companies.

For the next four years I continued on as a Director and minority shareholder of Bricos managing and developing product within the HD group.

In 2015 I sold my remaining shares in Bricos and started David Symons International

Tony Cassar: David, what are your main activities within your organisation today?

David Symons: The past 10 years I have been fortunate to develop a solid consulting business leveraging my relationships and experience in business, product and supply chain management.

During this time I have worked with several Australian companies, however the majority has been with overseas businesses

First eight years I worked closely with the large producer of textiles Alphatex Thailand where I set up fabric programs with global brands such as Phifer, Coulisse, Louvolite, Mermet, Hunter Douglas USA and several Australian brands

At this same time I was approached to consult to Hunter Douglas / Turnils USA out of their offices in Atlanta Georgia.

I worked with their USA based team for nearly four years developing their ranges of roller blind fabrics which is still their active sample book today. This was a fantastic experience which has led to many other opportunities and relationships.

The past three years I have been USA export sales manager for Ateja Tritunggal of Indonesia. Ateja is a fully vertically integrated mill in Bandung Indonesia and one of the world’s largest producers of interior, exterior, sunscreen, blackout and light filter window covering fabrics. This massive operation covers over 250,000 square meters of floor space across seven different plants.

Tony Cassar: David, what were you doing prior to joining the window covering industry?

David Symons: My first job was with the American 3M group of companies. I worked for two years at their Sydney head office as a cost analyst in the accounting department. Great company but have to say I didn’t love working only with numbers day in and day out.

Tony Cassar: David, you have been involved with many trade shows over the years, can you provide some hints and tips on working trade shows? For example, how to keep motivated, how to pace yourself… Working on a stand all day, then most probably entertaining during the evenings takes stamina and drive, not to mention the travel, how do you do it?

David Symons: Plan your objectives setting up key meetings in advance and pace yourself.

Comfortable shoes, bathroom breaks and my secret weapon is a stock of breakfast or muesli bars for when you don’t get to stop to eat.

One particular R+T Stuttgart I had over 30 meetings locked in even before the show started. We were going from sun-up to well after sundown. I loved it!

My customers are often displaying at these exhibitions so I am mainly there to support them.  At R+T Asia I would host a breakfast at an adjacent hotel with key customers giving them a chance to meet away from their booths before the day starts.

Tony Cassar: David, if you hadn’t gone into the window covering industry, what do you think you would have done?

David Symons: I have a friend who is a ferry captain on the Noosa River. I can’t ever remember seeing him stressed at the office.

Jokes aside, I love connecting with people and helping those that I care about succeed. So, I actually think I am in my perfect place.

Tony Cassar: David, what are your greatest challenges within the business now?

David Symons: Tariff volatility, regional conflicts and the global market uncertainty. They make it difficult for companies to plan long term with their investments and strategy.

Fortunately, Indonesia is in a good position tariff-wise. They’re on a 19% tariff with the US, so that’s quite stable. However, it has been a big headache for a lot of my customers over there who have had to shift supply to regions with lower more certain tariff situations

Tony Cassar: David, what type of promotional activity do you undertake and what is the most successful?

Many of the companies I work with work to a launch calendar which is normally in the Spring and Autumn and often around their region’s industry trade shows

When I am not visiting various companies in person we have regular video conferences with their teams to collaboratively work together.

In my current role we are basically “the brand behind the brand”.  I try to visit most major shows to support our partners who exhibit.

Tony Cassar: What do you think sets you apart from your competitors?

Probably, the deep industry experience, technical know-how and a customer-first approach

Business is and always will be built on trust in the product and people that you are working with.

Tony Cassar: You mentioned that customer service is important these days, even more so than before. What are your thoughts on that?

David Symons: Absolutely, with the shakeup of global supply chains I think those relationship based working partnerships are even more important now than they’ve ever been.

Tony Cassar: David, collaboration plays an important part of your business, can you give us an example and the outcome?

Ken Witherell from Hunter Douglas Broomfield Colorado is a good example. I met Ken first when he was running the Hunter Douglas plant in China he then went on to be Managing Director of Mermet USA and various other roles. 

Even though Ken and I don’t work directly together these days his friendship, industry knowledge and network have been a big inspiration and help to me past and present.

The right partners are the ones that also celebrate your successes. They also want to see others do well.

Tony Cassar: David, what challenges do you believe the window covering industry is facing in the future?

Australia particularly is a very Asia centric market. 10% of the international visitors to R+T Asia are Australian and we are also almost on the same time zone as our northern neighbours.

Finished and semi-finished product into our region from Asia seems to be on the rise with many of the companies having a “direct to market” strategy through companies like Temu or Amazon.

Its not hard to search Temu and find a motorised full cassette folding arm awning delivered direct to your door. Something not even thought a possibility just two or three years ago.

The WSAA (previously the BMAA) does a fantastic job supporting Australian manufacturers. Its commitment to keep the Super Expo for Australian companies only really can’t be underestimated

Tony Cassar: In terms of sustainability, tell us about your approach.

David Symons: I worked with the WSAA on its energy rating committee for many years and feel the work the association does in this area is super important.

The contribution that window coverings can make to reduction of energy use via heating, cooling and lighting is huge. Getting this message across in the early stages of construction and planning is a great opportunity for our industry.

Tony Cassar: David, what does the future look like for you and your organisation?

David Symons: Consulting roles continue to be a personal driver. In my work with Ateja we keep investing in product innovation, customer partnerships and people, with a focus on sustainability and new markets

New equipment is key, whether it be the latest weaving looms, dyeing and coating equipment, or chemical technology – we make sure to have the latest innovation in that department. Constant investment ensures that we are always at the forefront of technology and innovation in our industry.

Tony Cassar: David, how has your year been to date?

David Symons: Busy and productive – we have several new launches scheduled around the R+T Sunshading Expo in Indianapolis in November 2025 and then the IWCE show in North Carolina in April 2026 so I’m looking forward to seeing the response.

Tony Cassar: What would you say have been your greatest achievements throughout your career?

David Symons: Building long-term industry partnerships, delivering successful product programs and mentoring people who’ve gone on to broader roles in the industry.

You don’t necessarily need to work with everybody, but instead with like-minded people who have the same commitment to quality and long-term goals. If you are working with the right people, it makes the everyday more enjoyable.

Tony Cassar: David, which people have been the greatest influences in your personal life and why?

David Symons: My family – they keep me grounded and help maintain perspective through both busy and quiet times.

Tony Cassar: Who has been your greatest influence in business and why?

David Symons: Certainly my Dad, Brian has been an incredible mentor to me and many others in this industry and business generally.

Graham Milton, previous owner of Alltone shutters and ex CEO of B&D roller doors, was a great help and guide during the high growth times at Bricos. He was very generous with his time and friendship.

And the more than 20 years working closely with Nick Bippus was a great journey. He is a great human being with a strong work ethic. We had many successes and created wonderful memories together.

Tony Cassar: David, tell us about your family.

David Symons: My wife Nicola and three beautiful daughters are the centre of my world. Our house on the Sunshine Coast is without a doubt the noisiest on the street, full of music and laughter with everybody welcome. My oldest just turned 21, my middle one just turned 18, and our youngest is about to turn 12. They were all born in super expo years, so my wife was always pregnant at the gala dinner. We used to get a few comments from people.

Tony Cassar: David, tell us a little about other interests you may have.

David Symons: I have a huge love of travel and the outdoors, camping, hiking, mountain biking but my first love is surfing.

Working with Ateja Indonesia I have been able to combine work and pleasure. Indonesia is considered a surfers playground so it’s a perfect fit.

Tony Cassar: David, thank you for your participation in the WFA Ask the Expert Series.

David Symons: Thank you – it’s been a pleasure to share my experience.