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Determined to use the downtime during the first covid-19 lockdown, Michael Shaw, director of bm Blinds has used it wisely to focus the business. Here WFA spoke to him about the reasoning behind the name change and rebrand to bm Blinds.
Can you tell us a bit about the reason behind the new name and branding?
During April 2020, when lockdowns first started, we figured that it was a great time to review the business and start looking to the future. When everyone else was talking about doom and gloom, I looked for the silver lining. A meeting was held between myself (Michael), Michelle (bm Blinds Sales Manager) and supplier & friend Robert (Flying Pig) discussing marketing and sampling and evolved into a flurry of ideas and concepts.
What are the strategic goals do you hope to achieve by rebranding?
We wanted to capture the true identity of the wholesale nature of the business and highlight our mantra of “Quality, Service and Excellence”. Our original logo had served us well for many years however it was looking dated so we hired a design team to come up with concepts and are thrilled with the result. With all the growth over the last past couple of years, we wanted our logo to reflect the vibrancy and energy of our new work culture and the red and grey colour scheme fitted perfectly. The understated lower case ‘bm’ was a nod back to the past (Boronia Blinds), adding the “m” for manufacturing gives a better understanding of the true nature of the business in 2021 and beyond.
What are the plans for the business as a whole for the next five years?
We are excited about the future and are continuing to plan for ongoing growth. The importance of keeping the majority of our range manufactured here in Australia by Australians has always been a mission for us. Although last year’s pandemic may have highlighted the importance of this for all Australians, it has been the driving force behind bm Blinds since its inception in 1987. Keeping jobs local, helping the community and appreciating the value that caring staff have to a business is at the forefront of everything we do. Being small enough to care, and large enough to be a valued supplier to our customers is an ongoing commitment over the coming years. We review our product and fabric ranges constantly and ensure that we partner with like-minded suppliers that are committed to offer products that are functional, trouble free coupled with our outstanding quality and service. We have been members of the BMAA for many years and have supported WFA. With a passion for this industry that runs deep, it’s clear that we are always looking at ways to continually improve. It’s just in our nature.
How have customers received the new name and look?
Our customers have embraced the new look and are loving the changes that we are making. They are seeing the benefits of the changes, both with internal efficiencies as well as the updated marketing. We see our customers more as partners, and the changes we are making are to benefit us all. They understand that this isn’t just a cosmetic change, it is far deeper than this. Our customers are not only seeing the changes, they are experiencing a whole new commitment in everything we do. From the moment an order is placed, and flows seamlessly in to production to being notified as soon as an item is dispatched or ready for pick up. Our customers are kept updated which gives peace of mind and ensures that they are then able to pass on this information to their customers.
Have you changed anything about the products you are supplying?
Our product range has been modified to better suit our customers’ requirements. We have the more traditional items that we manufacture ourselves at our Riverstone NSW facility such as Vertical, Rollers, Panels Glides, Honeycombes and Veri Shades and at our Windsor ESR facility the focus is on bespoke timber venetians including Cedar & realwood venetians together with the ever popular New York style venetians. We also offer the very best in various awning types including Auto’s, System 2000’s, Convertibles as well as Rollease Acmeda Wireguides and Zipscreens. We also source products such as Sheerlights, Aluminium Venetians and Shutters so our customers can offer the full range of internal and external window coverings. We really are a one stop shop for bespoke wholesale window furnishings.
