YEAR 35: CW INNOVATION ROLLOUT

ISSUE 65 MARCH 2019

A key birthday in 2019 signals great things for roller shutter and automation giant CW Products. As it celebrates 35 years in business, the company is well positioned for further growth and innovation. WFA caught up with Director Danny Elassaad to reminisce and look ahead.

Founded in 1984 as a small family venture, SA based manufacturer/wholesaler CW Products has evolved into a national powerhouse in the roller shutter and automation sphere. The key to its ongoing success lies in innovation and an inspired commitment to industry leadership, both guiding principles for the company, according to Director Danny Elassaad.

“From the outset we’ve been passionate about leading the industry and that commitment has brought us to a place where we’re extremely optimistic about the future. There’s a lot of room for further innovation and growth in this industry. Over the years we’ve seen products continuing to evolve; for example right now they’re becoming increasingly integrated through smart home technology. We’ve been open to embracing new ideas and technology for the past 35 years and we believe it’s up to us as proudly Australian manufacturers to continue leading the industry in terms of delivering quality, innovation, service, and value for money over the next 35 years.”

Looking back to the company’s birth in 1984, Elassaad notes the critical role played by Dr Ibrahim Elassaad, CW Products Managing Director and founder, who is widely recognised as an industry pioneer.

“Ibrahim Elassaad is still very much involved in the business. As well as being my father he is also widely considered to be the father of DC (Direct Current) automation in Australia. He was behind the market introduction of the first DC shutter automation solution way back in the 1990s. Many of the innovations that he brought to the industry, with his background as a Doctor of solar engineering, were considered ground breaking. He’s still considered a thought leader and innovator.”

One of the first marks made by CW Products on the Australian industry was to secure agency for SIMU motorisation, which, as well as being a mainstay of the business for nearly 30 years, continues to be seen as a market leader. Founded in France in 1952, SIMU is the inventor of the tubular motor and SIMU Hz radio technology and a world leader in automation. SIMU currently boasts over ten million motors in constant use across the globe, and a reputation for technological innovation, high quality and reliability.

“SIMU is still a huge part of what we do and we continue to drive the program in response to feedback from the market,” says Elassaad. “There’s been a significant evolution of low voltage motor solutions recently with the re-launch of the more efficient 50mm 12 Volt DC tubular motor set for early April release. We’re also launching a new motorisation solution for the external screens market, featuring obstacle detection and fabric tensioning functionality in the near future.”

In addition to SIMU, CW Products’ full suite of innovative products includes: FireSafe Bushfire Rated Roller Shutters; CycloneSafe Roller Shutters; SolarSmart Roller Shutter Automation; PowerSmart Shutter Automation; Everlast External Venetian Blinds & Plantation Shutters and the Sensi-Fire Wireless Shutter Safety System.

Critical to CW Products is its profile as a manufacturer of such premium quality roller shutter products. “Our focus has always been to source the best components and highest quality aluminium coils and extrusions from key local and international partners,” says Elassaad. “All our roller shutters have premium paint finishes that withstand the harsh Australian sun, have a high resistance to abrasion, and allows us to guarantee quality and consistency of product.”

Servicing manufacturers, installers and retailers, CW Products also has a reputation for offering Australia’s largest range of roller shutter profiles and accessories, including wholesale lengths or made-to-measure, precision cut roller shutters.

“Quality in both product and service are part of our business’ DNA,” says Elassaad. “Our vision of offering quick turnaround for the wholesale and made-to-measure markets continues to be matched by the highest quality roller shutters, delivered on time and at accessible price points. Of course, this would not be possible without the commitment and dedication of our talented team. Much of our success is directly attributable to our people, so we continue to invest in their growth and development, and building our quality-driven culture and family environment.”

“Quality in everything we do is also underpinned by our close interface with customers, and that includes the end users of our products. Our vision is that our products should be optimally designed to be fit for purpose and beautiful to look at. We want homeowners to feel that our products are their greatest investment. They should look great, function extremely well, meet the homeowners’ needs and continue to perform and deliver style for many years after the initial installation.”

While CW Products makes delivering on its customer promise of quality, service and value look easy, this would not be possible without well considered and constantly refined processes.

“Our quality assurance processes are continually updated and we work closely with our partners and suppliers to ensure that this approach aligns in terms of delivering across the board. We also invest heavily in automation and technology as an ongoing commitment to ensuring that we’re able to offer value for money in addition to premium quality. Over the years, CW Products has ploughed considerable resources in developing our state-of-the-art, 10,000 square metre Murray Bridge manufacturing plant and warehouse/distribution centre. It features high-capacity European precision roll forming, assembly and packaging machinery, coupled with the latest computer information systems.”

The company is also widely regarded a market leader and front-runner on delivering exceptional customer support services, optimal technical and installation training, and supplying innovative support marketing materials to the industry.

“We have the ability to service the Australian market with exceptional service and speedof-delivery, with branch offices and/or representation in most mainland Australian states including NSW, VIC, SA & WA. More recently we’ve made significant moves in better servicing the eastern states with the launch of our CW Products Trade Centres in both NSW and Victoria, which include a trade desk, warehouse and distribution centre.”

Aside from the marked progression of the company’s strategy over the years, what’s notable about CW Products’ success is its foundation on an ethos of cooperation.

“It’s really important to note the industry support we’ve had over the years. We have a strong history of collaborating with other industry participants. CW Products is incredibly proud of being part of this industry. In the global context, the Australian market certainly punches well above our weight, and CW Products is proud to be part of that leadership. Our products are recognised internationally, but there’s still so much opportunity to grow in the Australian market.”

Looking ahead, Elassaad says next generation technology will continue to drive further innovation for CW Products.

“Smart home technology is just one example of the strides forward that we and the industry as a whole are making. Smart home technology such as Amazon Alexa and Google Home are increasingly being integrated with devices that control window coverings and a host of other features in people’s homes. Customers want more control over their environment and they want that control to be seamless and intuitive. The long term outlook for the kinds of products we produce is really exciting.”

In the more immediate future, “CW Products will be formally marking its 35th year in business in some form at SuperExpo 2019 in June,” he confirms. “We’re really looking forward to this year’s SuperExpo, where we’ll be creating that ‘wow factor’ with some more game-changing products. It will also provide a wonderful opportunity to reminisce with our partners and collaborators on three and half decades of successful business.

“We’ve been open to embracing new ideas and technology for the past 35 years and we believe it’s up to us as proudly Australian manufacturers to continue leading the industry in terms of delivering quality, innovation, service, and value for money over the next 35 years,” Danny Elassaad – Director – CW Products

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