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Discover the potential of a global icon Benefit from the brand that drives consumers to retailers
The Hunter Douglas story
Hunter Douglas Headquarters, Rydalmere
Hunter Douglas is a world market leader in window coverings and a major manufacturer
of architectural products. The Hunter Douglas Group has its head office in Rotterdam, The
Netherlands and a management office in Lucerne, Switzerland. The Group is made up of 132
companies with 50 manufacturing, 82 assembly operations and marketing organisations in more
than 100 countries.
The Group’s origins go back to 1919, when Henry Sonnenberg established the Hunter Douglas
Corporation in association with Joe Hunter, a gifted inventor. They developed a revolutionary
continuous casting process for aluminium and developed novel aluminium strip processing Luxaflex® Duette®
equipment. Based on this technology, they produced and commercialised the modern metal Architella® Ménage Shades
Venetian Blind, which quickly gained leadership in the Australian and American markets.
In 1956, the company moved its headquarters to Montreal in Canada and in 1971 the Group’s
headquarters were transferred to Rotterdam in The Netherlands. Its management office opened in
Switzerland in the 1990s.
The Hunter Douglas Group has a worldwide reputation for innovative products that are technically
superior and aesthetically unique. During the 90s Hunter Douglas revolutionised the window
coverings industry with significant research and development projects leading to the introduction
of the Duette® Product or honeycomb blind as it is generically referred to.
Further development in the soft shades category of products saw a continuous stream of new Luxaflex® Pirouette® Shadings
product innovations, new operating systems, products for the more environmentally conscious
home, easy operating systems for child safety and convenience. A beautiful arrangement of
textures, colours, styles and finishes are regularly updated to lead the industry in fashion, function
and style.
Hunter Douglas Limited which is an Australian incorporated wholly owned subsidiary of the
international Hunter Douglas Group commenced manufacturing in Australia in 1954.
Hunter Douglas Limited has its headquarters at Rydalmere NSW and distributes a large range of
window covering components and finished blinds across Australia. Our flagship brand Luxaflex®
Window Fashions, is marketed primarily through small independent specialist stores under licence.
PowerView® Motorisation
An overview of the window coverings industry
It is estimated that the Window Coverings
Industry in Australia is worth $1 billion p.a.
and is currently serviced by more than
2000 businesses. These vary from outlets
supplying directly from manufacturer to the
public, wholesale and retail distributors, to
home improvement chains like Spotlight and
Bunnings who specialise in pre-packaged
blinds, and very small operators working
from home who have no retail presence.
Products vary from pre-packaged blinds
through to traditional blinds like Venetians
and Verticals, to premium “made to
measure” patented products like our
Luxaflex® Duette® Architella® Shades and
Luxaflex® Luminette® Privacy Sheers.
Supply and service also varies from the
packaged blinds available in hardware
stores to a personalised design, made-
to-measure manufacture and installation
service provided by specialists. It is
important in such a disparate and
fragmented industry to choose a segment
of the market and target it effectively. The
Luxaflex Window Fashions brand has
traditionally sought to service the upper
middle market segment through its range
of innovative products supported by ‟ ItWindow
is estimated that the
Coverings
exceptional service.
Our marketing programs are designed to Industry in Australia is
”
meet the needs of a more discerning buyer
and our stores are designed to provide them worth $1 billion p.a.
with a true retail experience. This sets us
apart from much of our industry.
The iconic Luxaflex Window Fashions Brand
Luxaflex Window Fashions is Australia’s only
window covering Superbrand, with over 60 Years
brand history and the highest level of unprompted
brand awareness in the category. Consumers
voted Luxaflex Window Fashions as one of
the best known and trusted brands in Australia
earning it the illustrious title of one of Australia’s
Superbrands. Luxaflex Window Fashions is
known for quality, innovative and durable window
coverings for inside and outside the home.
Creating a customer for life
Luxaflex Window Fashions has a reputation for delivering innovative internal and external shading solutions
that are technically sound, aesthetically pleasing and meet the needs of consumers. Research shows
consumers who have purchased Luxaflex Window Fashions rate the brand higher than others for value
The Luxaflex Window for money and for post-purchase satisfaction*. The research also found consumers associated the
Fashions brand is one of Luxaflex brand with expertise, high quality, energy efficient products and a premium brand synonymous
the most widely known and with innovation.
respected window covering The Luxaflex range in Australia is unique, drawing on the best of the worldwide group’s range in addition
brands in the world. With to designing and developing local products. Our products have been customised over the years to suit the
over 62%* consumer brand climate and architectural styles unique to Australia. Research also shows that a consumer’s main reason
awareness in Australia, it is for purchasing Luxaflex Window Fashions was that the products were the most suitable for their needs. It is
a leading brand known and the most trusted brand in Australia providing value for money and the broadest range of product.
trusted by Australian families.
Luxaflex Window Fashions is one of only a few brands of window coverings available nationally, and has
distribution in all states and territories. It provides a great benefit for small to medium businesses who want
to have access to a known and highly respected brand that drives consumers to their stores.
*ACA Research 2012
ENGAGEMENT ADVOCACY
AWARENESS CONSUMER ACTION
Demographic Profile of the Luxaflex Customer
The Luxaflex target market is segmented into 5 key audience groups:
Primary Market Secondary Market
Luxaflex Woman Empty Nester Mum & Bub Techie Man Early Entrant Woman
• Female between • Female and Male • Pregnant woman and • Male between • Female between
35-59 years old between 50-65 new mother with child 40-60 years old 25-40 years old
• AB years old or children between • AB • AB
• Combined household • Married/defacto 0-5 years old • Household income • Household income of
income over $130,000 • No children in over $100,000 $70,000-$150,000
who own or mortgage household • Tech-savvy • Own or mortgage their
their home first/second home
• Older or no children in
the household
Refined product series with greater choice We continue to develop Australian window coverings for inside and outside the home with the Luxaflex Product Series. Each product type offers styles, fabrics and finishes from the Designer, Classic and Living Series. The broad range ensures Australian home owners now have even more choice from the brand they know and trust. The Designer Series is our exclusive top-of-the-range collection providing unique features and premium solutions. The Classic Series is our core range of Luxaflex Products that Australian home owners have loved for generations. The Living Series is our refreshingly affordable range of blinds and shutters customised to suit any lifestyle.
The Luxaflex Alliance Programs
Becoming a Luxaflex Window Fashions retailer
The Alliance programs offered are not a franchise. We offer a licence program through either our Luxaflex Gallery or Luxaflex Showcase Alliance
Programs. The licence provides you access to our brands, trade marks, marketing programs and a retail program designed for small to medium
businesses to distribute our products in Australia. A minimum criteria of loyalty of window covering purchases is required, as well as the requirement
to offer the entire Luxaflex range of products for sale. Many retailers are exclusive window covering businesses, however, there are many that are
mixed business models offering complementary products such as floor coverings, lighting, curtains, security doors & screens and more.
What we offer
• No franchise turnover fees. A marketing fee is required to
contribute towards brand and lead generation advertising to
drive leads to your business. The Luxaflex Alliance programs
are based on five key elements:
• Low working capital. All products are made to measure so
there is no stock. The collection of a deposit on order provides
a positive cash flow.
1. ffective presentation and
E
merchandising – The Showroom
• Easy set-up. We provide the retail showroom environment
which is customised to your space, with competitive payment
2. Advertising and marketing
terms. For on-going effectiveness we train you and provide
continuous business & marketing support.
3. Digital engagement
• Market leading retail programs. There are two distinct
programs depending on the size and scale of the business and 4. Training
investment. The Luxaflex Gallery program is the premium retailer,
with access to the entire range of Designer, Classic & Living 5. usiness administration
B
products and business programs offered by Hunter Douglas. & advertising support tools
Luxaflex Showcase is a smaller retailer with access to the
Classic & Living product range and selected business programs.
State of the art Showrooms
Designing a retail environment in which
consumers can visualise how your
products will transform their home is
critical to stimulating sales and creating
a successful business. Our Luxaflex
Next Generation Gallery and Luxaflex
Showcase display systems create a
showroom environment that offers
a superior consumer experience for
window coverings.
The fit-out features exceptional attention
to detail in terms of colour schemes,
accessories, functionality and stunning
blinds on display. Large displays replicate
the consumer’s home, providing a real
life experience of the choice of operating
systems, style and colours. The clever
use of lighting enhances the shopping
experience where fabric opacity mimics
how consumers will see the product in
their windows. When consumers visit
our showrooms, they see things they
had not considered. This leads them to
buy higher value products which lift the
average sale and conversion rates.
Advertising and marketing
Hunter Douglas strives to provide you with marketing support and communication tools that work for your business
on a national and local level. Different levels of support are provided to each Alliance program.
Opportunities include:
• Television • Local Area Marketing Resources • Radio • Website
• Magazines • Catalogues / Brochures • Social Media • Google Ads
• Digital Advertising Integration • Point of Sale • Directories • Content/Blogs
• Public Relations • Direct Mail • Merchandising and much more...
Luxaflex Luxaflex
Luxaflex® Window Fashions
Exterior Window Fashions
Interior Window Fashions
luxaflex.com.au
Luxaflex PowerView Motorisation ®
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Digital engagement Training and Technical Support Hub
Our websites are home to detailed product information, photo Training Programs
galleries, brochures, product videos, specifications, blogs and much Our exclusive training programs give you the power to make sales
more! As a Luxaflex Alliance Dealer you benefit from leads received via and the ability to outsell your opposition. Whether you’re a seasoned
the website’s Dealer Locator pages. veteran or completely new to the industry, you can set yourself apart.
Our training will make you the most knowledgeable window coverings
Other digital marketing tools we use include:
professional in your local market. From classroom and conference
• Marketing Automation system providing co-branded email settings to interactive online learning, there’s a program to suit your
marketing for new, repeat & referral business individual needs.
• Reviews via Trustpilot
• Digital display, native & video advertising Technical Hub
• Google® Adwords & SEO campaigns The techinical support team is a phone call away to help answer
• Your own co-branded website questions while on site for a sales call, installation or post purchase
• Social media marketing – service for the dealer.
Blog, Facebook, Instagram, Pinterest, YouTube
Networking
• Influencers & content integration partners
• E-brochures Our annual Alliance conference is an opportunity to see and learn
about new products, new technology and new programmes. It is also
• Videos
an opportunity to network and share ideas with your colleagues from
similar businesses all over Australia.
Business administration & advertising support tools
• We have the tools for your business needs, and a dedicated team
to support you.
• You will have access to HD Live (the interface to electronically
order, and check status updates and other information regarding
your order).
• Access to the dealer portals, where a host of resources, tools and
support information is available to you.
• Electronic Price List app so you can easily price & quote your
customers in the home, in the showroom and on the road.
• ALFI – the technical resource website with short ‘how to videos’ to
assist you on the job. This is backed up with a Technical Help
desk a phone call away to answer questions and provide support.
• The Sales team support you with business development and
coaching. Our CRM provides them with invaluable data to share
with you on your performance measures.
• The marketing team provide a host of marketing resource tools via
the secure portal to tag with your own business details for your local
area marketing. This is in addition to the large scale co-operative
advertising programs run as part of the Marketing Program.
Windows to the World
travel incentive
A Windows to the World trip is more than just a trip... it’s a rich,
impeccably planned, door-to-door travel experience. And it’s our
years of travel incentive experience that will make your experience
with Windows to the World the best it can be. Windows to the World
is an exclusive travel incentive program for Hunter Douglas Alliance
Dealers offered in addition to a host of other incentives to motivate
and inspire you.
What do our Luxaflex Alliance Retailers say about the programs?
I joined the Luxaflex Showcase Alliance program because I I can confidently say that the support from the Hunter
wanted to sell a quality product. There’s a lot of companies Douglas team is unrivalled. It feels like you have another team
out there selling unbranded, mediocre products and I of people working in your business. We’re great advocates of
wanted to have a point of difference from my competitors. the program. There is nothing else that compares to it.
Tony Suttle, Suttle Shades Ian Waller, Rundle Blinds and Burnside Blinds & Curtains
One thing that is great about my job is that The product displays give prospective clients a
every day is different. It’s good to get that genuine shopping experience, as they can come
variation in my day, getting out on the road into the showroom and touch and feel each product.
and meeting up with different people as well. I pride myself on the showroom and its look and feel
Patrick Cummings, Shades in Hawthorn sets us apart from car boot sales people.
Tammy Quinlan, Vogue Interiors Whitsundays
After we joined the Gallery Program, our sales
of Luxaflex products increased by more than Hunter Douglas training programs are excellent.
30 percent. We redirected our focus from other We have the team come up from Sydney
brands into selling Luxaflex products as the regularly, to keep us updated on new products
quality of the brand appealed to customers. and what’s in the works. If they see a missed call
Tony and Hailey Boyd, A & B Interiors from me, they’ll ring me back to see what I need
straight away.
Frank Cresswell, CBD Blinds
I think some franchise businesses promise you the
world, help you set up and then you never see them
again. It’s not just like that at Luxaflex. There is ongoing As a business owner there’s nothing better than having
support, a fantastic range of product, and I genuinely a steady stream of customers coming in and I definitely
believe they do everything they can to help you. attribute that to the strength of the Luxaflex Brand.
Jonathon Pretty, Shades of Pittwater Peter Kerwan, Decorating Decor
Financial commitment
LUXAFLEX Gallery Licensee Capital Outlay & Advertising
The Luxaflex Window Fashions Gallery is a group of independent The Gallery Showroom
businesses operating under a licence agreement with Hunter Douglas. Setup costs vary per store based on specific site variances. A typical
A minimum criteria of loyalty of window covering purchases is required, showroom cost is $2,000 per square metre. As all products sold are
as well as the requirement to offer the entire Luxaflex range of products made to measure, there is no start up inventory required, and no
for sale. provision for obsolete stock or stock loss required.
There are no ongoing fees to be part of the group. There are however Ongoing costs for the showroom include the regular upgrade costs for
some costs associated with your involvement. maintenance, introduction of new products to be displayed, sampling
1. Deposit: Once you confirm your interest, we ask for a deposit of updates and merchandising. An allowance of $5,000 p.a. in most years
$5000. This is refundable if you choose later not to go ahead but we is sufficient.
will deduct any costs incurred.
Advertising costs
2. Showroom fitout: The showroom fitout is done by a professional
shop fitting company who operate under contract to Hunter Hunter Douglas runs a series of cooperative lead generation and brand
Douglas. Typically, a showroom fitout costs between $100,000 and specific advertising campaigns and the Gallery dealers contribute to
$160,000 and Hunter Douglas provide an interest free payment this each year.
program. Site works such as electrical, floor, ceiling, painting works, The group lead generation advertising program is designed, developed
external signage, vehicle signage, administration infrastructure and delivered by the Hunter Douglas Marketing Team in conjunction
are additional. with specialist media buying, creative and public relations agencies on
3. Marketing Levy: All Luxaflex Window Fashions stores contribute a behalf of the Gallery dealer network. This includes a comprehensive
levy which is used for promotion of the Luxaflex Brand in a variety digital, TV and print campaign in mainstream media. The cost of this
of consumer facing media. This amount is indexed to the CPI and is advertising is shared between all stores covered by the media split
currently $3,735 p.a. Hunter Douglas invoices this monthly. subject to the store territory size, and media penetration on the specific
area. The Gallery dealers meet to review and agree to the marketing
4. C
o-operative Advertising: The Gallery group also participate in a
plan and spend annually.
significant co-operative advertising program. The cost of this is
shared between all stores covered by the media and the rules for Hunter Douglas supports Local Area Marketing with the provision of
this are covered in the Code of Practice. The contributions vary customisable templates and tools and stores manage this locally.
by the marketing territory and the estimated contribution will be
discussed with you by the sales team. Conference Attendance
Luxaflex dealers attend an annual conference around
July / August. Travel to, accommodation and some meals are at the
expense of the individual business. The conference location is usually
The Luxaflex Window
Fashions Gallery is a group
held within Australia, however on occasions is taken to overseas
destinations in the Asia Pacific region. The conference destination is
made in consultation with the Luxaflex Gallery representative council.
of independent businesses
operating under a licence
agreement with Hunter Douglas.
iPad is a Trade Mark of Apple Inc., registered in the U.S and other countries. Google® is a registered Trade Mark of Google LLC. Sunrain® is a registered trademark of Leiner Pty
Limited. © Copyright 2019 Hunter Douglas Limited [ABN 98 009 675 709]. ® Registered Trade Mark of Hunter Douglas. [03/2019]Celebrating a century of innovation
2019 2018
Celebrating 65 Years of Hunter Douglas goes Green with the largest solar panel installation of its kind in the world,
Luxaflex Window Fashions in Australia. installed on the roof of its warehouse at its Australian manufacturing site in Sydney.
2016 2015
PowerView® Motorisation was introduced in May 2016 as an intelligent and cost- The latest innovation in honeycomb shades, Luxaflex Duette
effective motorisation solution. Offering smart operation for the most popular Luxaflex Architella Shades were introduced. This revolutionary fabric
window coverings with the simple press of a button or tap of a mobile device – or by range features a 38mm triple honeycomb construction with six
scheduling Scenes that will activate automatically throughout the day. layers of fabric and five insulating air pockets, providing the
best insulation currently available for window coverings.
2012
The innovative Quantum® Roller Blind hardware system was unveiled in Australia. The
2013
hardware system was designed and engineered by the Hunter Douglas Group, with research The innovative spirit of the company led to the development of
and development in Germany, Belgium, The Netherlands and Australia. The roller blind system revolutionary new products to meet the increasing demand for
brings a new generation of design engineering and excellence to the Australian product offer. Australian window fashion, quality and functionality.
Alpha/Evo Awning System – Designed and developed by the Australian product team, this The unwavering commitment to manufacturing in Australia was visibly
system was not only innovative but clever in design with its 5 in 1 modular design, allowing shown when a second coating line was relocated from Hunter Douglas China to the Hunter Douglas
fabricators to offer straight drop awning styles to consumers, with minimal inventory. Australia. The now fully integrated facility includes weaving, coating, finishing, slitting and packaging.
The facility produces over 80 percent of the fabric ranges for the Hunter Douglas brands in Australia
2011 and exports to countries such as United States, Europe, China, Malaysia, India and the Middle East.
The Luxaflex brand begins partnership with the successful
TV show Selling Houses Australia and still continues today.
2010
Unlike any other window covering on the market, the
2009 exclusive Luxaflex® Pirouette® Shadings is launched.
The Contemporary Series of Awnings is introduced,
featuring the Luxaflex® Sunrain® Awning.
2008
The next generation of honeycomb shades, Luxaflex®
2004 Duette ® Architella® Shades were introduced. The
patented honeycomb-within-a-honeycomb cell
Marko and David Sonnenberg became Co-Presidents of the Hunter Douglas construction offers superior energy efficiency benefits.
Group. Ralph Sonnenberg moved into the position of Chairman and CEO.
Introduction of the Iconic Calypso® Plus/Plaza® Plus Fabric Range.
2000
1999 Ultraweave Plus/Ecoview Plus and Extraview Plus Sunscreen Fabric is launched. The instant
® ®
success of the PVC fiberglass ranges resulted in HD investing in more looms to keep up with volume.
Whisper Cellular Shades Collection is introduced as an affordable
®
quality option to the premium Luxaflex Duette range.
1997
1994 An inspired, elegant alternative to traditional draperies, the introduction
of Luxaflex Luminette Privacy Sheers provided consumers with soft
The introduction of Luxaflex® Silhouette® Shadings, with the innovative vertical vanes that block 99% of UV rays when closed, adjust to provide
Signature S-Vane raised the industry bar for versatility and light control. With varying degrees of light control and stack discretely.
its ingenious design featuring soft fabric vanes suspended between two sheer
fabrics, Silhouette Shadings set a whole new standard of style and beauty.
1989
1987 Hunter Douglas purchased Intalite Pty Ltd and formed a new business channel
Hunter Douglas Architectural Products which was a merger of Luxalon® Building
Developed in response to the energy crisis of the late 1970s, Luxaflex Products and the forma Intalite Pty Ltd. The fusion of the two businesses resulted
Duette Shades were introduced into Australia. This honeycomb design was in a more custom offer for the building industry and a larger market share.
an industry innovation and the first product of its kind.
1986
1972 Hunter Douglas purchased Sunweave Textiles, a business that operated in
Henry Sonnenberg passed his title of President of the Hunter Douglas Group after 26 years NSW in the Sydney suburb of Punchbowl. Sunweave became Hunter Douglas
to his son Ralph Sonnenberg. The ‘Flexalum®’ Shelter System was a new roofing system Textiles and was moved to the Rydalmere site shortly after. It remains today,
introduced to provide a completely new approach to construction of large patios, carports and creating fabrics used in Luxaflex Roller Blinds and Canvas Awning ranges.
screen enclosures. This contnued on under the Shademaster ® Shelter Systems brand.
1960 – 1970
Late 50s Hunter Douglas in Australia quickly achieved market dominance in the venetian blind
The start of Luxalon® Building Products which offered commercial systems for industry; it rapidly expanded its range to include Wall Cladding, Insect Screen Doors,
ceilings, soffits and facades that allowed architects to express full creativity. The Slimfold Screen, Aluminium Awnings, Sundrape Woven Aluminium Drapery and
basic offer consisted of ceilings, sun louvres, façade claddings and sandwich walls. Drapery Track under several well-known brands such as Mello-Lite and Permalum®.
1953 1954
With the success in the US and Canada, global Luxaflex Window Fashions introduced in Australia offering consumers
expansion was inevitable. In 1953, Hunter Douglas an exceptionally durable and stylish window covering solution.
expanded to Australia establishing in the Sydney
suburb of Rydalmere, where it still stands today. 1947
1946 Hunter Douglas Aluminium Blinds quickly gained leadership in the
American and Canadian market. Fabricators sold the blinds during
Henry Sonnenberg established a joint venture with Joe Hunter, a the day and assembled them in their workrooms throughout the night.
gifted inventor, which developed new technology and equipment
for the continuous casting and fabrication of lightweight
Aluminium. This led to the production of Venetian Blinds.
1940
Hunter Douglas, as we know it today, was born. Henry Sonnenberg moved to the United States where
he founded the Douglas Machinery Company.
1933
Henry then moved his entire stock of machines in a hundred
1919
and fifty railroad cars to an abandoned ship yard in Rotterdam, Henry Sonnenberg founded a machine tool distribution business
The Netherlands; and established a machine tool operation. and subsequent manufacturing company in Düsseldorf, Germany.D iscover the possibilities Phone: 02 9638 8000 Email: damon.gardner@hunterdouglas.com.au
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