SOMFY

Strong sales offset by supply chain challenges

Issue 81 November 2021

Despite the two most popular states in Australia being locked down for a large chunk of 2021, sales around Australia have been holding up. Meanwhile the biggest concern for retailers relates to ongoing global supply chain issues.

SOMFY SALES POSITIVE

Despite Covid-19 hitting Australia hard in 2021, sales results for Somfy Oceania have remained positive.

“The extended lockdown restrictions, particularly in NSW and Victoria have seen the home improvement sector continue to boom,” says Jodie Featherstone, National Key Account Manager for Somfy Oceania.

“We know that people have been re-investing their travel funds into updating their homes, and window treatments can make a big impact on the look and feel of a home.”

Somfy Oceania’s Managing Director Stephen Eggleton adds, “High season is likely to come later this year, although external product sales are already strong.”

“We are expecting to see the results of pent-up demand for interior products flow through in the coming months,” says Eggleton.

Featherstone says that warmer weather is seeing the focus turn once more to maximising outdoor space, while “the desire to improve energy efficiency continues to see external screens and awning sales increase.”

“With hospitality trying to make up for lost time, an opportunity in extending outdoor dining has emerged.”

“As a result, opening roof systems and awnings are surging in popularity, allowing more hospitality venues to increase the number of patrons they can have in their establishment while abiding by government regulations.

Somfy

While Somfy’s two biggest markets – NSW and Victoria – have been challenged with restrictions to interior blind installations, demand has remained, driven by growing interest in connected homes.

“With the introduction of Google Home and Amazon Echo being at an affordable price point and easy to integrate with our RTS products through Connexoon Window RTS, as well as other third-party products, more and more consumers can have a connected home for a fraction of the price.”

Somfy’s home automation solution allows users to stay connected to their home and effortlessly automate daily tasks like opening and closing the blinds. 

Connexoon Window RTS features scenario scheduling so users can create their own routines such as ‘Movie Time’ to dim the lights and close the window coverings, or ‘Working’ to set the blinds in the home office to the perfect height for optimal productivity.

REGIONAL RETAILER GETS THROUGH VIC LOCKDOWNS

Tony Dahl from Geelong-based No More Nudie Windows will be celebrating 30 years in the industry in 2023, and says that 2021 has been “wicked” for running a business in the industry.

“We have been able to keep working throughout the year with installs from our interior designers, real estate agents and regular maintenance contracts.”

“Product supply at the moment has been hindered by Covid, but this has not been detrimental to us as we have very good communication with our clients and regularly keep them up to speed with their projects.”

“We also go the extra mile as we often have our elderly clients asking for little jobs such as hanging pictures, fixing something that’s broken or moving something they can’t shift themselves.”

“We have the tools out and it normally only takes a few minutes and that give good feedback and generates more work, being part of the community is what we are all about.”


No more Nudie Windows

Dahl credits this community attitude with the ongoing success of the business and has helped the business through the pandemic.”

“We don’t advertise, we don’t pay rent, we are mobile, and if you call we are there same day or the next to quote, we send your quote same day we measure.”

“When the job comes in from a supplier we install straight away subject to client availability rather than ours; we are grateful for the support of our clients and express that to them.”

“Geelong is still small and I see my clients in the street and shops and like to strike up a chat and a catchup on their lives, being small helps us do that and helps us continue working.”

APPLE ISLE MISSES WORST OF CRISIS

Elisha Coombes tells WFA Max Coombes & Son, a Hobart-based and retailer/manufacturer of Blinds, Awnings and, hasn’t stopped since April last year.

“Since Stewart and I have taken the business over from our parents on the first of March last year sales had dropped by up to 20% during the first month, however once JobKeeper was announced, we have not stopped and have employed new staff to keep up with demand, from new housing to people unable to spend their funds on holidays.”

Coombes says the only negative in recent times have been uncertainty in terms of the supply chain.

“Leading into the peak season, which hasn’t really stopped for us, we are already looking at stopping the Holiday guarantee early than expected as we are having delays with our supplies coming in from Victoria and New South Wales.” 

“We have seen our customers show real understanding of the shortage or delay of supply, and have been very grateful for this.”

“We are hoping to see the building boom in Hobart continue the demand for our manufactured products.”

Coombes adds that the renovation market is booming with Day/Night Blinds proving particularly very popular product for customers.

SALES UNAFFECTED IN FORTRESS WA

The sales story is very similar in Western Australia, where the pandemic has been kept at bay by the tyranny of distance.

Tony Carbone is a director of Mr. Venetians ADG, a wholesale manufacturer of indoor and outdoor blinds based in the Perth suburb of Malaga.

“The Christmas trade is well and truly under way,” Carbone tells WFA.

“Apart from the start of Covid in March last year, from May there has been virtually no impact on our business.”

“Sales trends have continued over the last three years.  Our top selling products are roller blinds, Zipscreen outdoor blinds and vertical blinds.”

Mr. Venetians ADG

“At different times in the last 18 months we have experienced some delays in the delivery of various components and materials, but aside from that, trade has been very good.”

The company manufactures roller blinds, panel blinds, roman blinds, fascias and pelmets, slimline venetian blinds, verticals and Zipscreen outdoor blinds.

VERTICAL INTEGRATION PROTECTS NORMAN’S GROWTH

Norman Australia Marketing Manager Stephen Payne says the company is on a strong growth trajectory, in part due to the Covid renovation boom, but also due to representation of the brand under a new business model. Norman has rapidly become a one stop shop for Retailer Partners. 

“One of the challenges this year has been supply chain constraints. Fortunately, with Norman’s vertical integration, there is less reliance on external suppliers,” Payne says.

“Even though lead times have extended more than usual, Norman has managed to maintain a consistency in lead times.”

“Due to the various state lockdowns, Norman created on demand training and has kept in touch with Retail Partners through weekly Spotlight training sessions online.”

Norman

Peter Boyle, Norman’s Product Development Manager says; “we’ve been pleased by the overwhelmingly positive responses from our Retail Partners. It’s pleasing to see all the hard work we have put into our training sessions coming to fruition.” 

“Norman has continued to invest in the industry by providing their unique training experience and by providing access to showrooms. With a commitment to supporting its Retail Partners not only with incredible value products, but also by supporting them with training. Norman continues to set the benchmark in quality, value and service.”

The Norman brand has been available in Australia for over 20 years. Two years ago, the business model was changed from one of supplying the brand through a distributor, to the factory dealing directly with Retail Partners. Norman Australia has offices in Brisbane, Sydney and Melbourne, which all have a modern showrooms attached.

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