Case Studies
Issue No. 16 - April/May 2004
Wallspan
Put it together
As that side of the business grew, and Wallspan with it, the firm grew large enough to buy the cabinetmaking factory at Woodville that supplied most of their components. Four years ago Wallspan had become the second largest kitchen installer in Australia, with only Nobby’s Kitchens of NSW (founded 1939) doing more business. The two firms got together to discuss merger prospects – a move that would create the undisputed Australian market leader.
Australian Kitchens was formed in 1999, and has the unusual distinction of having corporate HQ in Sydney, but a CEO who lives in Adelaide. Both the Nobby’s and Wallspan brands still exist, but in South Australia the kitchen business has been spun off successfully as Wallspan Kitchen Connections. As a group, Australian Kitchens trades here, in NSW and Queensland.
SA State Manager for Wallspan, Paul Zeunert says the sensible restructuring demanded some careful thought, because “to have the largest kitchen company in the country called Nobby’s just didn’t make sense” in this day and age. That brand is marketed through Bunnings for volume sales.
Wallspan’s positioning is in the mid—upper market. To reinforce this, a new (eight months old) Kitchen Connections showroom at Parafield displays the range of modular choices, each example kitchen featuring IAG brand appliances imported from Italy.
“The kitchen industry in Australia has been all over the place for quality,” Paul says.
“What customers see is exactly what would go into their home. We make, sell and install all of our own components.”
The display centre at Parafield is a model for future Australian Kitchens sites.
“Exactly what is on display varies from location to location around the country,” Paul says. “A showroom in Sydney would have a different feel as they have bigger kitchens and fancier appliances than we do. You have to match the interiors to suit the surrounding market....
