Proudly celebrating 40 Years of Service and Innovation, CW Products’ reputation for innovation and service grows from strength to strength.
Emerging from humble beginnings, CW Products has evolved to become an industry leading Australian roller shutter and automation powerhouse.
The company’s quintessential Australian success story began with one man and a dream, when founder Dr Ibrahim Elassaad arrived as an immigrant on the shores of Australia just over four decades ago.
Since that time, Ibrahim and his son and Managing Director Danny Elassaad have built the CW Products of today with the help of their dedicated team.
Supplying wholesale quality roller shutter and automation products across the country, CW Products is widely regarded as a high performing Australian made and owned manufacturing business.
The CW Products brand has become synonymous with a reputation built on innovation, quality, reliability, service and trust. It is also a company looking to the future as well as the past.
“It’s an exciting time for us,” says Danny. “There’s a lot of momentum at the moment and it feels like all the hard work over the past 40 years has created an incredible foundation for us to keep building on.”
IN THE BEGINNING
For Ibrahim, the success of CW Products has been a dream come true. He came to Australia with nothing but an education, an idea and a drive to succeed. No stranger to adversity and resilience, he noticed Australian homes had no protection from the elements on their windows. By employing his engineering ability and entrepreneurial spirit he knew there was a way he could help people and provide for his family. The following year, with a staff of one (himself) he founded what is now an industry leading great Australian success story and a legacy growing stronger under the leadership of his son Danny. His vision and perseverance paid off and today the business employs over 80 people and the CW Products head office is a state-of-the-art, 10,000 square metre manufacturing plant and warehouse/distribution centre at Murray Bridge, South Australia. The facility features high-capacity European precision roll forming, assembly and packaging machinery, coupled with the latest digital technology. The company has a national presence with Trade Centres in Melbourne and Sydney servicing customers around the country.
QUALITY PRODUCTS
CW Products now provides Australia’s largest range of roller shutter profiles and accessories, including wholesale lengths and made-to-measure precision cut roller shutters.
It supplies premium roller shutter and automation products to manufacturers, installers and retailers throughout Australia.
The company uses the best components, highest quality aluminium coils and extrusions, from key local and international suppliers. All CW Products roller shutters have premium paint finishes that withstand the harsh Australian sun and are highly abrasion resistant, enabling the company to guarantee quality and consistency of product.
The full CW Products range includes specialty roller shutters: FireSafe Bushfire Rated; CycloneSafe Cyclone Rated; EasyView; LockSafe and the intruder resistant IR50mm Extruded Roller Shutters.
Their SolarSmart Plus and PowerSmart 12V automation systems provide green and power saving options.
INDUSTRY
Danny Elassaad tells WFA that CW is passionate about contributing to the future of the window furnishings industry in Australia.
“I have seen the landscape change dramatically over the years and I know the business inside out. Some of my earliest memories in the family business involve pushing a broom around the factory floor and making shutters during school holidays. I’ve watched the evolution of an increasingly sophisticated and consumer savvy market that demands quality and innovation, for a growing range of applications.”
Danny has been part of the team leading the charge for industry innovation, tapping into new markets, exploring new products and opportunities to grow the business.
He tells WFA his aim as a leader is to recognise that lifting others up and advancing the industry as a whole, provides benefits that everyone can share.
“As an industry wholesaler, we recognise the value of focusing on the manufacture and supply of the highest quality product and widest range, with the best service possible, to support our clients.
“Our strategy of “Your Success is Our Success” is heartfelt. There is no better feeling than watching those around you grow and thrive.
“We really do want to see our clients succeed and by not supplying direct to the public ourselves it eliminates that conflict of competition, ensuring our focus always remains in the right place: supporting our customers’ success.”
SERVICE
CW Products prides itself on providing exceptional customer service across the country, through personalised attention from dedicated sales reps, supported by a skilled in-house team and bespoke marketing materials.
“While the company makes delivering on its customer promise of quality, service and value look easy, a lot of work goes into well considered and constantly refined processes,” Danny says.
“Our quality assurance processes are continually updated and we work closely with our partners and suppliers to ensure our approach aligns in terms of delivering across the board.”
A well educated and dedicated CW technical support team that can train customers in any aspect of installation, operation and potential trouble shooting is a highly valued resource.
As a result, Danny says CW Products delivers exceptional service nationwide by providing the highest quality products in the market, supported by quick turnaround times. Products are delivered on time at accessible prices, delivering real value to customers.
“This year we’ve been on an internal journey focusing on manufacturing process improvements, which has dramatically improved our production turnaround times.
“We’ve had great feedback from clients – they’re getting products quicker and their customers are happy.
“We have a relentless focus on the customer and we’re constantly looking for ways to improve the customer experience, supported by the commitment and dedication of our talented team.”
Danny adds that the business continues to invest in the growth and development of staff, to support a highly skilled and quality-driven culture, in a family environment.
“The depth of experience and knowledge that our many long term employees bring to the table is an extremely valuable resource that can’t be underestimated.”
“What’s important to my business is that we do a great job for our customers! CW’s roller shutters are extremely durable, their colours are a lot richer, are a pleasure to install and they last years and years.”
Daniel Radov Roller Shutter Installer
INNOVATION
Innovation is one area in which CW Products strives for excellence and the business has a proven track record of pioneering industry wins over the past four decades.
“We invest heavily in automation, innovation and technology,” says Danny.
“Constant evolution is critical in this game to stay ahead of the pack, and to continue providing value for money and premium quality for our customers, in a constantly changing landscape.”
Last year Dr Ibrahim Elassaad was inducted into the Window Shading Association of Australia (WSAA, formerly BMAA) Hall of Fame in recognition of the instrumental role he played in helping revolutionise the window furnishings industry in this country.
As an industry pioneer Ibrahim introduced the first Direct Current (DC) automation solution in Australia in the 1990’s and secured agency for SIMU motorisation here. SIMU is the inventor of the tubular motor and SIMU Hz radio technology. The French company is a world leader in automation, with a reputation for technological innovation, high quality and reliability – a natural fit for CW Products.
“Many of the innovations Dad brought to the industry, with his background as a Doctor of Solar Engineering, were considered ground breaking at the time,” says Danny.
“Seeing him inducted into the WSAA Hall of Fame was one of the proudest moments of my life.
“Here was this guy who was a Palestinian refugee at two years old, who overcame unimaginable adversity to create a better life for his family. He’s considered a thought leader and innovator, who continues to inspire and drive innovation in the business.”
That stimulating driving force has seen the development of Australia’s best selling Cyclone rated safety roller shutter by far – CycloneSafe. These shutters are playing a critical role in protecting Australian homes and businesses across northern Australia’s cyclone prone regions.
The IR50mm Extruded Intruder Resistant roller shutters provide increased safety for high security commercial applications, while anyone who has been in the industry for long can attest to the superior finish and hardwearing nature of CW Products product paint finishes.
The company’s innovative and patented design work recently produced LockSafe – Australia’s first anti-lift roller shutter.
“I’d recommend CW Products to other companies because your back is always supported, you feel like you’ve got a partner in your business, which makes my business easier to run and allows us to give a better customer experience,”
Alex Da Silva Roller Shutters 2U
THE SECRET OF CW’S SUCCESS
In Danny’s view, the culture of CW Products is integral to the success of the company.
It starts from the top and the personal values that he and Ibrahim bring to work shine through and infuse every aspect of the business.
“It’s a personal story here at CW Products and nothing is taken for granted,” says Danny.
“No-one can take our story away from us – it’s something we cherish and it’s in our DNA.”
CW Products has built a reputation of innovation, quality, reliability, service and trust, which continues to serve the company well.
“We provide a premium quality product and maintain a relentless focus on the customer experience,” he says.
“There’s no better feeling than watching those around you grow and thrive.
“We’re very grateful to our team, our customers and our partners, for their belief and support over the years that has brought us to where we are today.”
Ibrahim adds that perseverance and resilience is an essential ingredient for success.
“Every journey has its ups and downs,” he says.
“However, the most important thing is to keep going and never, never give up.”
LOOKING AHEAD
In an increasingly turbulent and changing world, people are looking for lifestyle solutions that provide security, noise, light and environmental protection.
From fly-in fly-out (FIFO) and shift workers, to homes generally being built smaller and closer together, quality of construction and climate change, people’s needs and the marketplace are changing.
“The way people are living is changing,” says Danny.
“We are also moving into a world where the need for improved energy efficiency, sustainability and addressing cost of living pressures is becoming urgent and essential. We know our products have a strong role to play in tackling these priorities and we are particularly heartened by the development of WincovER by the WSAA. We believe this program will play a significant role in helping inform or educate end users on the optimal solutions to address their needs.
“Our products will only continue to become more relevant in the future and we’re here to lead the charge.”
This year CW Products is making bold strides in the communications sphere with an attractive and easy to navigate online presence.
Danny says the company is capitalising on opportunities to grow brand awareness, reach larger audiences and partner with wholesale clients in new ways that generate retail activity.
“We’re getting serious about digital,” says Danny. “The world is changing and we need to change with it to keep pace with consumer and market expectations if we plan to stay relevant.
“We genuinely want end users to love living with our products and that’s front and centre when we design and develop.
“You’re either growing or you’re going,” Danny adds. “Our hard earned reputation as industry leaders, known for quality and innovation, over the past four decades shows no signs of slowing down.
“We have some exciting new products and features under development that we’re nurturing, and there will be more exciting announcements in the years ahead.
“In fact, we feel like we are now really hitting our stride, there are some amazing opportunities ahead and the future is looking very bright.”