Helping consumers exercise their preference for Australian furniture

Silver Lynx has been designing and producing quality Australian-made bedroom suites since 1962. The family run Victorian business strongly promotes the fact that it is Australian owned and its products are made in Australia.

"We have been part of the Australian Made Campaign since 2005 and value the Campaign and its promotions highly. As an Australian furniture manufacturer we employ 40 local people. All the money generated when customers purchase our products is re-invested in Australian jobs, workers, their families and our local communities," explains Simon Bowler, General Manager and the second generation of the Bowler family to be a part of Silver Lynx.
 
Simon Bowler uses the Australian Made swing tags on all his products to make them immediately identifiable in a market where around 60% of all furniture is imported.

“Most furniture is not clearly identified as local or imported. A lot of consumers might buy furniture made in Australian timbers such as Blackwood and Australian Ash thinking that they are buying Australian made only to find out that the product is actually made in China.”

“We believe customers prefer to buy "Australian-Made" if they are given a choice, so it is important for Silver Lynx that customers are able to identify our genuine "Australian-Made" furniture from inferior imported products,” says Simon Bowler.

His Silver Lynx business is among a growing number of Australian furniture manufacturers who believe manufacturing in Australia gives them a competitive advantage. Furniture retailers such as Bev Marks, Harvey Norman and Forty Winks have all joined the Australian Made Campaign as Campaign Partners and clearly identify all Australian Made products in their stores.

A recent survey conducted by Roy Morgan shows that there is good reason to promote furniture as Australian Made. Sixty seven percent of all Australian consumers consciously buy Australian Made whenever possible or often and 61 percent say that they prefer to buy Australian manufactured furniture over imports. 

“The Australian Made logo means you are dealing with a local company with local service and support in Australia. If a customer needs help, we are close by to assist them, and there is no need to wait for parts from an overseas supplier. I think consumers understand and value that.”

We believe the future of Australian Manufacturing Furniture Industry rests with our ability today to educate and train the next generation of Australians. We currently employ three apprentices and nurture their development and skills. We are proud that one of our apprentices was the recipient of the 2008 State Award for Apprentice of the Year in Certificate 3-Furniture Finishing.

We work with a team of local designers who have produced innovative award winning designs. We have been the recipient of numerous prestigious awards for bedroom suites as well as dining and occasional. We exhibit at national trade shows allowing us to promote our point of difference in the market by way of innovation and continually promote the Australian Made brand.

We have taken the opportunity to develop furniture to suit aged care residencies. We have invested valuable resources to plan and develop high quality Australian Made furniture that is stylish, functional and durable in look, feel and performance.

You can learn more about Silver Lynx and its products by visiting www.silverlynx.com.au or calling (03) 9359 4000.