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a global iconDiscover the potential of
Benefit from the brand that drives consumers to retailers
Luxaflex® Duette® Architella® Ménage Shades
The Hunter Douglas story
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 equipment. Based on this technology, they produced and commercialised the modern metal 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 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.
Hunter Douglas Headquarters, Rydalmere
PowerView® Motorisation
Luxaflex® Pirouette® Shadings
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 exceptional service.
Our marketing programs are designed to meet the needs of a more discerning buyer and our stores are designed to provide them with a true retail experience. This sets us apart from much of our industry.
An overview of the window coverings industry
The iconic Luxaflex Window Fashions Brand
‟ �It is estimated that the Window Coverings Industry in Australia is worth $1 billion p.a.”
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.
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 for money and for post-purchase satisfaction*. The research also found consumers associated the Luxaflex brand with expertise, high quality, energy efficient products and a premium brand synonymous with innovation.
The Luxaflex range in Australia is unique, drawing on the best of the worldwide group’s range in addition to designing and developing local products. Our products have been customised over the years to suit the climate and architectural styles unique to Australia. Research also shows that a consumer’s main reason for purchasing Luxaflex Window Fashions was that the products were the most suitable for their needs. It is the most trusted brand in Australia providing value for money and the broadest range of product.
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
Creating a customer for life
The Luxaflex Window Fashions brand is one of the most widely known and respected window covering brands in the world. With over 62%* consumer brand awareness in Australia, it is a leading brand known and trusted by Australian families.
Demographic Profile of the Luxaflex Customer
The Luxaflex target market is segmented into 5 key audience groups:
Primary Market Secondary Market
Luxaflex Woman
• Female between 35-59 years old
• AB• Combined household
income over $130,000 who own or mortgage their home
• Older or no children in the household
Empty Nester
• Female and Male between 50-65 years old
• Married/defacto• No children in
household
Mum & Bub
• Pregnant woman and new mother with child or children between 0-5 years old
Techie Man
• Male between 40-60 years old
• AB• Household income
over $100,000• Tech-savvy
Early Entrant Woman
• Female between 25-40 years old
• AB• Household income of
$70,000-$150,000• Own or mortgage their
first/second home
ENGAGEMENT ADVOCACY
AWARENESS CONSUMER ACTION
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.
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.
Refined product series with greater choice
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.
• 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.
• Easy set-up. We provide the retail showroom environment which is customised to your space, with competitive payment terms. For on-going effectiveness we train you and provide continuous business & marketing support.
• Market leading retail programs. There are two distinct programs depending on the size and scale of the business and investment. The Luxaflex Gallery program is the premium retailer, with access to the entire range of Designer, Classic & Living products and business programs offered by Hunter Douglas. 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.
The Luxaflex Alliance programs are based on five key elements:
1. Effective presentation and merchandising – The Showroom
2. Advertising and marketing
3. Digital engagement
4. Training
5. Business administration & advertising support tools
VALUED AT
$484
OFFER VALID: 1 MARCH - 8 APRIL
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:
Luxaflex Interior Window Fashions
Luxaflex®
Window
Fashionsluxaflex.com
.au
Luxaflex Exterior Window Fashions
Luxaflex PowerView® Motorisation
HELLO
• Television
• Magazines
• Digital Advertising Integration
• Public Relations
• Local Area Marketing Resources
• Catalogues / Brochures
• Point of Sale
• Direct Mail
• Radio
• Social Media
• Directories
• Merchandising
• Website
• Google Ads
• Content/Blogs
and much more...
20%SELECTED LUXAFLEX WINDOW FASHIONS
OFF#
AS SEEN ON
FATHER’S DAYSMARTSALE
SELECTED MOTORISEDLUXAFLEXWINDOW COVERINGS
®
#
a personal
design consultation
with us
Design Duo
(Winners of The Block)
Luxaflex Ambassadors
$20,000* of Luxaflex
Window Fashions
up to
Enter the Alisa & Lysandra Competition now at luxaflex.com.au/comp
The winner will receive:
• a personal design consultation with Alisa and Lysandra in their home
• a Luxaflex® Window Fashions makeover valued at $15,000 (inc. GST)
To unlock a BONUS $5,000 (inc. GST) of Luxaflex Blinds,
Shutters and Awnings, ask us for the secret code!
*Terms and conditions apply.
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.
Digital engagement
Our websites are home to detailed product information, photo galleries, brochures, product videos, specifications, blogs and much more! As a Luxaflex Alliance Dealer you benefit from leads received via the website’s Dealer Locator pages.
Other digital marketing tools we use include:
• Marketing Automation system providing co-branded email marketing for new, repeat & referral business
• Reviews via Trustpilot
• Digital display, native & video advertising
• Google® Adwords & SEO campaigns
• Your own co-branded website
• Social media marketing – Blog, Facebook, Instagram, Pinterest, YouTube
• Influencers & content integration partners
• E-brochures
• Videos
Training and Technical Support Hub
Training Programs
Our exclusive training programs give you the power to make sales and the ability to outsell your opposition. Whether you’re a seasoned veteran or completely new to the industry, you can set yourself apart. Our training will make you the most knowledgeable window coverings professional in your local market. From classroom and conference settings to interactive online learning, there’s a program to suit your individual needs.
Technical Hub
The techinical support team is a phone call away to help answer questions while on site for a sales call, installation or post purchase service for the dealer.
Networking
Our annual Alliance conference is an opportunity to see and learn about new products, new technology and new programmes. It is also an opportunity to network and share ideas with your colleagues from similar businesses all over Australia.
Hunter Douglas training programs are excellent. We have the team come up from Sydney regularly, to keep us updated on new products and what’s in the works. If they see a missed call 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 support, a fantastic range of product, and I genuinely believe they do everything they can to help you.
Jonathon Pretty, Shades of Pittwater
What do our Luxaflex Alliance Retailers say about the programs?
I can confidently say that the support from the Hunter Douglas team is unrivalled. It feels like you have another team of people working in your business. We’re great advocates of the program. There is nothing else that compares to it.
Ian Waller, Rundle Blinds and Burnside Blinds & Curtains
One thing that is great about my job is that every day is different. It’s good to get that variation in my day, getting out on the road and meeting up with different people as well.
Patrick Cummings, Shades in Hawthorn
I joined the Luxaflex Showcase Alliance program because I wanted to sell a quality product. There’s a lot of companies out there selling unbranded, mediocre products and I wanted to have a point of difference from my competitors.
Tony Suttle, Suttle Shades
The product displays give prospective clients a genuine shopping experience, as they can come into the showroom and touch and feel each product. I pride myself on the showroom and its look and feel 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 30 percent. We redirected our focus from other brands into selling Luxaflex products as the quality of the brand appealed to customers.
Tony and Hailey Boyd, A & B Interiors
As a business owner there’s nothing better than having a steady stream of customers coming in and I definitely attribute that to the strength of the Luxaflex Brand.
Peter Kerwan, Decorating Decor
Windows to the World travel incentiveA 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.
LUXAFLEX Gallery Licensee
The Luxaflex Window Fashions Gallery is a group of independent businesses operating under a licence agreement with Hunter Douglas. 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.
There are no ongoing fees to be part of the group. There are however some costs associated with your involvement.
1. Deposit: Once you confirm your interest, we ask for a deposit of $5000. This is refundable if you choose later not to go ahead but we will deduct any costs incurred.
2. Showroom fitout: The showroom fitout is done by a professional shop fitting company who operate under contract to Hunter Douglas. Typically, a showroom fitout costs between $100,000 and $160,000 and Hunter Douglas provide an interest free payment program. Site works such as electrical, floor, ceiling, painting works, external signage, vehicle signage, administration infrastructure are additional.
3. Marketing Levy: All Luxaflex Window Fashions stores contribute a levy which is used for promotion of the Luxaflex Brand in a variety of consumer facing media. This amount is indexed to the CPI and is currently $3,735 p.a. Hunter Douglas invoices this monthly.
4. Co-operative Advertising: The Gallery group also participate in a significant co-operative advertising program. The cost of this is shared between all stores covered by the media and the rules for this are covered in the Code of Practice. The contributions vary by the marketing territory and the estimated contribution will be discussed with you by the sales team.
Capital Outlay & Advertising
The Gallery Showroom
Setup costs vary per store based on specific site variances. A typical showroom cost is $2,000 per square metre. As all products sold are made to measure, there is no start up inventory required, and no provision for obsolete stock or stock loss required.
Ongoing costs for the showroom include the regular upgrade costs for maintenance, introduction of new products to be displayed, sampling updates and merchandising. An allowance of $5,000 p.a. in most years is sufficient.
Advertising costs
Hunter Douglas runs a series of cooperative lead generation and brand specific advertising campaigns and the Gallery dealers contribute to this each year.
The group lead generation advertising program is designed, developed and delivered by the Hunter Douglas Marketing Team in conjunction with specialist media buying, creative and public relations agencies on behalf of the Gallery dealer network. This includes a comprehensive digital, TV and print campaign in mainstream media. The cost of this advertising is shared between all stores covered by the media split subject to the store territory size, and media penetration on the specific area. The Gallery dealers meet to review and agree to the marketing plan and spend annually.
Hunter Douglas supports Local Area Marketing with the provision of customisable templates and tools and stores manage this locally.
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 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.
Financial commitment
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]
�The Luxaflex Window Fashions Gallery is a group of independent businesses operating under a licence agreement with Hunter Douglas.
Celebrating a century of innovation
Unlike any other window covering on the market, the exclusive Luxaflex® Pirouette® Shadings is launched.
Hunter Douglas purchased Intalite Pty Ltd and formed a new business channel Hunter Douglas Architectural Products which was a merger of Luxalon® Building Products and the forma Intalite Pty Ltd. The fusion of the two businesses resulted in a more custom offer for the building industry and a larger market share.
Whisper® Cellular Shades Collection is introduced as an affordable quality option to the premium Luxaflex Duette range.
The introduction of Luxaflex® Silhouette® Shadings, with the innovative Signature S-Vane raised the industry bar for versatility and light control. With
its ingenious design featuring soft fabric vanes suspended between two sheer fabrics, Silhouette Shadings set a whole new standard of style and beauty.
An inspired, elegant alternative to traditional draperies, the introduction of Luxaflex Luminette Privacy Sheers provided consumers with soft vertical vanes that block 99% of UV rays when closed, adjust to provide varying degrees of light control and stack discretely.
Marko and David Sonnenberg became Co-Presidents of the Hunter Douglas Group. Ralph Sonnenberg moved into the position of Chairman and CEO. Introduction of the Iconic Calypso® Plus/Plaza® Plus Fabric Range.
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.
2000
The next generation of honeycomb shades, Luxaflex® Duette® Architella® Shades were introduced. The patented honeycomb-within-a-honeycomb cell construction offers superior energy efficiency benefits.
2008
1989
1999
1994 1997
2004
The innovative spirit of the company led to the development of revolutionary new products to meet the increasing demand for Australian window fashion, quality and functionality.The unwavering commitment to manufacturing in Australia was visibly shown when a second coating line was relocated from Hunter Douglas China to the Hunter Douglas 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 and exports to countries such as United States, Europe, China, Malaysia, India and the Middle East.
The Contemporary Series of Awnings is introduced, featuring the Luxaflex® Sunrain® Awning.
PowerView® Motorisation was introduced in May 2016 as an intelligent and cost-effective motorisation solution. Offering smart operation for the most popular Luxaflex window coverings with the simple press of a button or tap of a mobile device – or by
scheduling Scenes that will activate automatically throughout the day.
The latest innovation in honeycomb shades, Luxaflex Duette Architella Shades were introduced. This revolutionary fabric range features a 38mm triple honeycomb construction with six layers of fabric and five insulating air pockets, providing the best insulation currently available for window coverings.
The innovative Quantum® Roller Blind hardware system was unveiled in Australia. The hardware system was designed and engineered by the Hunter Douglas Group, with research
and development in Germany, Belgium, The Netherlands and Australia. The roller blind system brings a new generation of design engineering and excellence to the Australian product offer. Alpha/Evo Awning System – Designed and developed by the Australian product team, this system was not only innovative but clever in design with its 5 in 1 modular design, allowing
fabricators to offer straight drop awning styles to consumers, with minimal inventory.
2010
2012
2016
2013
2015
2009
Henry Sonnenberg founded a machine tool distribution business and subsequent manufacturing company in Düsseldorf, Germany.
With the success in the US and Canada, global expansion was inevitable. In 1953, Hunter Douglas
expanded to Australia establishing in the Sydney suburb of Rydalmere, where it still stands today.
Luxaflex Window Fashions introduced in Australia offering consumers an exceptionally durable and stylish window covering solution.
The start of Luxalon® Building Products which offered commercial systems for ceilings, soffits and facades that allowed architects to express full creativity. The
basic offer consisted of ceilings, sun louvres, façade claddings and sandwich walls.
Hunter Douglas purchased Sunweave Textiles, a business that operated in NSW in the Sydney suburb of Punchbowl. Sunweave became Hunter Douglas Textiles and was moved to the Rydalmere site shortly after. It remains today, creating fabrics used in Luxaflex Roller Blinds and Canvas Awning ranges.
Henry then moved his entire stock of machines in a hundred and fifty railroad cars to an abandoned ship yard in Rotterdam,
The Netherlands; and established a machine tool operation.
Henry Sonnenberg established a joint venture with Joe Hunter, a 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.
Hunter Douglas, as we know it today, was born.
Developed in response to the energy crisis of the late 1970s, Luxaflex Duette Shades were introduced into Australia. This honeycomb design was
an industry innovation and the first product of its kind.
Hunter Douglas in Australia quickly achieved market dominance in the venetian blind industry; it rapidly expanded its range to include Wall Cladding, Insect Screen Doors, Slimfold Screen, Aluminium Awnings, Sundrape Woven Aluminium Drapery and Drapery Track under several well-known brands such as Mello-Lite and Permalum®.
Henry Sonnenberg passed his title of President of the Hunter Douglas Group after 26 years to his son Ralph Sonnenberg. The ‘Flexalum®’ Shelter System was a new roofing system
introduced to provide a completely new approach to construction of large patios, carports and screen enclosures. This contnued on under the Shademaster® Shelter Systems brand.
Henry Sonnenberg moved to the United States where he founded the Douglas Machinery Company.
Hunter Douglas Aluminium Blinds quickly gained leadership in the American and Canadian market. Fabricators sold the blinds during the day and assembled them in their workrooms throughout the night.
1919
1940
1947
1960 – 1970
1972
1987
1953 1954
Late 50s
1986
1933
1946
Hunter Douglas goes Green with the largest solar panel installation of its kind in the world, installed on the roof of its warehouse at its Australian manufacturing site in Sydney.
Celebrating 65 Years of Luxaflex Window Fashions in Australia.
2019
2011The Luxaflex brand begins partnership with the successful TV show Selling Houses Australia and still continues today.
2018
