GEELONG, Australia — Basford Brands has evolved over time into a powerhouse of well known home fashion labels. As one of Australia and New Zealand’s leading window furnishing distributors, the company continues to cement itself as a modern, aggressive investor who strives for distribution and customer service best practices. 

Basford’s roots were the amalgamation of Filigree from Australia and Maurice Kain and Sekers from New Zealand. The company has acquired an impressive brand portfolio under its umbrella over time. Showcasing well known labels like Sekers, Maurice Kain, Filigree, Filigree Blinds, Claremont and now Zaab Homewares, Basford Brands product offering is superior, comprehensive and diverse. Michelle West, General Manager Decorative Products

The Geelong based company has in fact set its sights on becoming the number one home furnishing supplier in Australia. 

With over 50 years experience, Basford Brands is a dynamic and innovative designer and marketer of homewares. The combined knowledge of the group offers quality solutions for a range of home textile products.

The company is well established throughout Australia and New Zealand with showrooms in Melbourne, Sydney, Brisbane. Auckland, Wellington, Geelong and soon to open in Christchurch. The business has an 80,000 square foot warehouse in Australia and a 20,000 square foot warehouse in New Zealand, as well as a number of small manufacturing sites. The business has changed enormously in the last four to five years. Managing double digit growth in each of these years, the company believes this growth will only continue. 

“Our Sekers brand is absolutely delighted to be appointed the sole distributor of Kasmir Fabrics. We are strategically adding to our showroom collections and the Kasmir range is fantastic and a complimentary addition to the Sekers’ offer,” said Basford Brands Managing Director, Wayne Leslie. Jason Fry, Sekers brand manager

“We are always looking for new product, but we don’t want to be ‘stamp collectors’. We’re looking for inspirational, well designed, new ranges that we can sell. Anybody can place a sample but if it doesn’t sell, it doesn’t work for us and it doesn’t work for our principals. Some of the more established brands’ products don’t really cut it; they have the name and the reputation but not the product. We want the product and we will build their brand,” continued Leslie.