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Somfy Oceania’s Australian Managing Director has announced his retirement as of late January 2025 after 12 years at the helm. WFA Editor James Boston caught up with Stephen to reflect on his time at Somfy and what the future holds.
Looking back on your 12 years as MD of Somfy Oceania, what are some of the key milestones you’re most proud of?
As Managing Director, I have had the privilege of leading a team dedicated to bringing innovation and motorisation to our customers. Along the way, that meant navigating challenges, identifying and nurturing the right opportunities, and developing a strong team of talented people. Reflecting on my time, I’m immensely proud of what’s been achieved.
The launch and successful growth of the Somfy Retail Expert Partner program – from 80 to 290 REPS – is a major accomplishment. Significant projects like 200 George St, Circular Quay Tower (commonly known as Salesforce Tower), and the adoption of connected solutions such as MyLink, Connexoon, and TaHoma are just some of the achievements that I’m proud to have seen Somfy realise during my tenure.
More recent milestones include the completion of significant projects like convergence with BFT Automation and our upscaling to third-party logistics for both Somfy and BFT brands in the same year, a key achievement within the Somfy Group.
How has the window furnishings industry evolved during your tenure, and how did Somfy adapt to these changes?
The industry continues to be a great place to work and a great place for people to develop a career. It’s professional, respectful, and filled with extraordinary people. When I joined Somfy 12 years ago, motorisation was deemed a bit of a ‘black art’. Perceived as complex and exclusive to luxury markets, motorisation was seen as too difficult or out of reach for many users.
Recognising the potential early on and the unique needs of the Oceania market, I fostered the opportunity through initiatives like the Retail Expert Partner program and Somfy School. During my tenure, we’ve trained thousands of professionals, elevating the skill set of the entire industry. More recently, with the introduction of Somfy’s connected solutions offerings, we’ve integrated smart technology into all types of homes, making automation accessible to a broader range of customers. This has not only increased the market demand for motorised solutions but has also firmly committed Somfy to being a leader in home automation.
What do you see as your greatest legacy at Somfy, both in terms of business performance and company culture?
Looking back, the business has grown nearly four-fold, double digits year on year during my time, doing so while fostering a culture of innovation and partnership. One of the legacies has to be expanding the Somfy Retail Expert Partner Program (REP), which grew from 80 to 290 partners under my leadership.
This transformation included a complete rebranding from ‘SAS’ to the Somfy Retail Expert Partner program, positioning it as a premier network in the industry. We didn’t just expand in numbers but also enhanced the program with new customer experiences in-store and a more robust marketing communication strategy dedicated to advancing the connection between REP’s and consumers. This program has increased market reach and empowered our partners, strengthening Somfy’s reputation for excellence.
On the product front, I take great pride in Somfy’s two-tiered motorisation offer for interiors with Sonesse and Altus motors. This strategic differentiation allowed us to cater to various customer segments, offering solutions that provide different performance and user experience needs. By providing this choice, Somfy positioned itself as a versatile leader in the window fashion market, enhancing customer satisfaction and brand loyalty and importantly giving the REP salesperson the opportunity to support the end consumer at point of sale in their showrooms.
Finally, being in this role as Somfy led groundbreaking solar shading projects, such as 200 George Street, Circular Quay Tower (commonly known as Salesforce Tower), 80 Ann St Brisbane, and currently Pitt Street Metro, has been a career highlight. These projects not only emphasised Somfy’s ability to deliver technology at scale (thousands of Somfy motors installed) but also underscored our commitment to sustainability. By driving energy-efficient solutions for major commercial buildings in Oceania, 5 & 6 star, Green Star, GBCA projects, I believe we set a new standard for sustainability in the region. My legacy is a combination of strategic growth, product excellence, and a commitment to making a positive environmental impact, which I believe will have a lasting impact on Somfy’s future.
What were some of the biggest challenges you faced and how did you overcome them?
Part of my challenge was rebuilding the team and creating a unified vision for Oceania. We needed clarity in our mission, which meant defining not just our goals but how we work together. Establishing strong values through our enablers – the way we work – being professional, working as a team and having fun with a positive attitude- became the new foundation for our success. Another change was moving from sustainable growth to high-performance results, which required a shift in mindset and strategy. Overcoming this meant focusing on consistent growth, resulting in a sustained double-digit CAGR for many years. Ultimately, we built a high-performing team with high engagement, as reflected in our biannual SomfyScope staff survey results.
Innovation has always been a core part of Somfy’s mission. What technological advancements or product innovations during your time are you most excited about?
I’ve been fortunate enough to visit the Somfy Innovation Centre in Cluses many times during my career with Somfy. Over this time, it’s been easy to get energised and excited about the technological advancements, especially in our connected solutions and the continuous evolution of smart home technology. We started with myLink, moved to Connexoon, and now have the TaHoma switch, which represents a significant leap in home automation, providing seamless control over multiple devices. With TaHoma switch, we respect RTS technology and make way for the new Zigbee communications protocol, together. Another highlight has been leading the growth and adoption of wire-free (battery) motors in the market, particularly with the release of the Sonesse 30 WF, with whisper-quiet performance for interior window coverings.
It’s also hard to go past Somfy’s Maestria motor for exterior blinds, an industry standard for reliability, giving customers confidence in the longevity and durability of their outdoor shading solutions. Lastly, our hero product, the Sonesse 40 3/30 RTS, now also available on Zigbee 3.0 protocol, represents the future of motorisation in Australia. The absolute benchmark for whisper-quiet operation and compatibility across smart ecosystems changed the game, and I look forward to what comes next.
Can you share a memorable moment or achievement that stands out from your leadership journey?
To summarise 12 years of leadership down to just a few memorable moments is difficult, but every Somfy event has been a standout. Every SuperExpo, every R+T Stuttgart and every customer engagement event we’ve held has been an example of our industry commitment and professional leadership. The scale to which we commit to the best experience for our customers wows me every time. Speaking with customers at these events reaffirms that our vision and enablers – being professional, working as a team and having fun – are lived by our teams in the right measure. The 2023 SuperExpo was especially fantastic as we got to reconnect face-to-face with our customers, and as an industry, many of whom we had not been able to catch up with since the last SuperExpo pre-COVID.
What has been your philosophy or guiding principle in leading the company for over a decade?
My guiding philosophy in leading Somfy for over a decade has always been to think and act like a market leader. This means setting ambitious but achievable goals and staying well ahead of industry trends. From a global perspective, it’s been essential to remain strategically aligned with Somfy’s broader vision (more recently Ambition 2030) while adapting to the unique needs of the Oceania market. Delivering high-performance results year after year has been a priority, but it’s not just about the numbers – customer centricity has always been at the heart of our strategy. Understanding and delighting customers has driven our innovation and growth.
Equally important is valuing our people. I’ve always believed that a company is only as strong as its team, so it has been crucial to foster a culture where professionalism, collaboration, and a positive attitude are celebrated. By empowering our employees and providing opportunities for growth, we’ve built a high-performing, engaged workforce that consistently delivers exceptional results.
What advice would you give to the next generation of leaders coming into the window furnishings industry?
My advice to the next generation of leaders in the window furnishings industry is to be bold in your decisions and committed in your actions. Innovation and growth, personally and professionally, come from taking calculated risks and sometimes stepping out of your comfort zone. At the same time, always be respectful, open, and transparent—these qualities will earn you the trust of your team and customers alike. Leadership isn’t a position; it’s a mindset that is more than just direction; it’s about connection. Hold your course, remain present, and stay true to your vision, even in the face of challenges.
Above all, leaders need to remember that it’s all about your people. Building solid relationships with your team and customers is crucial. Be professional, listen to those around you, and foster a collaborative environment. Success is built on trust and teamwork.
And don’t forget to have fun! While the work we do is important, life is too short to take it too seriously all the time. Celebrate your successes, enjoy the journey, and create a positive atmosphere wherever you lead. With success comes even more fun, and a happy, engaged team will always perform at its best.
As you step into retirement, what are some of your personal and professional plans moving forward?
There’s a lot to look forward to professionally and personally. I’ll remain very active in the industry as I continue to serve on the WSAA (formerly BMAA) as a director, and vice-chair, through to October 2026. I am committed to continue advocating and working to foster a more collaborative, professional, and environmentally sustainable future for our industry. The next stage for me personally doesn’t mean slowing down. I plan to head into retirement with the same gusto and enthusiasm I’ve gone into all of life’s stages with, but I look forward to more quality time my family, pursuing hobbies, and perhaps even some relaxation.
