MAKING A HOUSE A HOME
DELIVERIN HOME COMFO
Khaite, New York
2 | APAC Outlook Issue 66
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SIMONDS GROUP CONSTRUCTION
Having developed an enviable reputation within the Australian construction industry, Simonds Group is the second-largest detached homebuilder in Victoria, with operations in Queensland, South Australia, and New South Wales. Rhett Simonds, Executive Chair and David McKeown, CEO, lay out the company’s firm foundations for success Writer: Ed Budds | Project Manager: Kyle Livingstone
Rhett Simonds, Executive Chair
David McKeown, CEO
We believe that your home is the celebration of the way you choose to live.” The opening words of Simonds Group (Simonds) Executive Chair, Rhett Simonds, perfectly encapsulate how, for almost 75 years, the company has expertly developed an enviable reputation for constructing Australia’s best homes. As a leading builder over the last seven decades, Simonds understands the way Australians like to live, work, and entertain in their homes. With this learned knowledge and comprehensive expertise, the company now offers 129 single and double-storey floor plans that speak to specific lifestyles and suit blocks of land in all different shapes and sizes. Each home constructed by Simonds is backed by its industryleading Lifetime Structural Guarantee, as the company’s commitment to service lasts long after it has handed over the keys. “The building of homes is a very exciting industry to be involved in with great opportunities in front of us, especially coming off the back of a difficult period after the COVID-19 pandemic and subsequent restrictions,” recalls Rhett. APAC Outlook Issue 66 | 3
SIMONDS GROUP CONSTRUCTION
Through constant, relentless analysis of the industry, government rules and regulations, staff and key personnel, supplier and contractor partnerships, strong financial management, and external stakeholder relations, Simonds manages to stay ahead of the curve and in front of its direct competition. Despite extraordinary adversity, businesses like Simonds have flourished through these difficult times to position themselves to take full advantage of the strong construction market that is now returning both globally and across Australia. Simonds is a volume builder with a national footprint across the nation, delivering a vast array of houses per annum to thousands of customers, all wanting to achieve the great Australian dream of home ownership. “We offer a diverse range of products for different markets, from 4 | APAC Outlook Issue 66
“ W E A R E F O C U S E D O N E N S U R I N G T H AT T H E H O M E S W E D E L I V E R A R E B U I LT T O T H E H I G H E S T S TA N D A R D A N D C R E AT I N G A M E M O R A B L E C U STO M E R E X P E R I E N C E THROUGHOUT THE HOMEBUILDING JOURNEY” – RHETT SIMONDS, EXECUTIVE CHAIR, SIMONDS GROUP
first-time buyers through to multimillion-dollar homes,” he adds. Simonds’ houses are cleverly designed with more options for naturally liveable spaces, with a range of open-plan living options for more family moments together.
A HOUSEHOLD NAME Today, Simonds remains virtually unmatched in terms of its enduring longevity within the colossal construction landscape.
“We have been building homes in Australia for three quarters of a century and counting. Simonds is the only volume builder that is currently ASX listed, meaning we are transparent with both our financials and performance,” Rhett elaborates. Added to the admirable industry prowess that has been achieved, a major factor in securing the company’s carefully curated legacy is the fact that the Simonds family is still the major shareholder.
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SIMONDS GROUP CONSTRUCTION
“Our build speed, product designs, and customer-centric focus are all valuable qualities that we pride ourselves on and differentiate us from others in the market,” he enthuses. Having been founded by his grandfather, it was a business and industry that Rhett always knew he wanted to go into. “My father followed my grandfather into the business, and I followed my father; it was all I ever wanted to do. My focus and skillset coming into the business were more targeted towards the strategic and professional attributes of running a company, because my father and grandfather already had the construction smarts.” Though Rhett is also a Director and investor in several technology and finance-related businesses, he has maintained a strong focus on the property and construction sector, 10 | APAC Outlook Issue 66
SIMONDS’ CORE VALUES CUSTOMER-CENTRICITY – Simonds’ focus is to make every one of its customers feel welcome and special. HONESTY AND ACCOUNTABILITY – Simonds remains responsible and accountable for the choices made, the actions taken, and the outcomes delivered. TEAMWORK – The company always works as a team and acknowledges that its goals can only be achieved when every team member plays their role. GREAT COMMUNICATION – Candid and constructive communication is vital in keeping the entire company informed, aligned, and connected. INNOVATION – Innovation is key to the success of Simonds. If there’s a better way, the company works together to make it happen. FINANCIAL RESPONSIBILITY – Simonds aims to be smart with what it has and always tries to accomplish more with less. SAFETY - Safety is part of everything Simonds does. The physical and mental well-being of its people is vitally important and infused into every element of the business.
Dowell Windows + Doors, with a rich history dating back to 1860, stands as one of Australia’s oldest manufacturing companies, specialising in the fabrication and supply of windows and doors for the residential housing market. Throughout its extensive history, the company has weathered the changing tides of time by embracing innovation in every era. Dowell revolves around simplicity and excellence in the selection of windows and doors for residential spaces. With a diverse range of innovative products, the company presents three distinct series: the Dowell UrbanLine™ series, Dowell DesignerLine® series, and the energy-efficient Dowell ThermaLine® series. This extensive selection simplifies the process for homeowners, ensuring a seamless experience in enhancing the aesthetic and functional aspects of their homes. Beyond its role as a leading manufacturer, Dowell recognises its responsibilities in contributing to a sustainable community. A testament to this commitment is its sustainability statement, which outlines the company’s dedication to achieving critical sustainable goals. Dowell’s sustainability programme revolves around three fundamental spheres of improvement: people, product, and process. In the realm of people, Dowell places individuals at the core of its identity, acknowledging the significance of its workforce. This commitment extends to its products, emphasising the role of
innovation and quality in manufacturing processes. The company’s dedication to sustainable practices further extends to its process, encompassing operational improvements aimed at minimising environmental impact. As Dowell continues its legacy as a pioneer in the window and door manufacturing industry, the sustainability programme underscores its commitment to growth and responsible practices. By embracing innovation, fostering a collaborative spirit, and prioritising sustainability, the company looks towards the future with confidence, knowing that it is positioned at the forefront of excellence and responsible business practices. Our enduring partnership with Simonds Group stands as a testament to the strength and resilience forged over the years. Our collaborative journey has been marked by unwavering trust, reliability, and a shared commitment to excellence. Simonds Group’s support and dedication to quality craftsmanship has played a pivotal role in the successful realisation of our projects. Looking ahead, we eagerly anticipate the continuation of this fruitful collaboration, foreseeing years filled with innovation, shared successes, and a deepening of our professional relationship. With a foundation rooted in mutual respect and a collective passion for excellence, we harbour confidence that the future holds even greater achievements for our partnership.
Dowell Windows Pty Ltd | 312 Woodpark Road, Smithfield NSW 2164 | 1300 882 188 enquiry@dowell.com.au | www.dowell.com.au
SIMONDS GROUP CONSTRUCTION
where he sits on a number of private company boards and executive management teams.
SIMONDS RANGES
PORTER DAVIS INITIATIVE
The flagship Simonds range offers a huge variety of different home designs,
In addition to providing great quality outcomes for the many thousands of retail customers that Simonds deals with each year, the company is also very proud of the work it has recently been undertaking in support of former Porter Davis customers. A significant Australian volume builder, Porter Davis liquidated in March 2023, leaving approximately 1,600 customers in limbo. Simonds has compassionately stepped in as a panel builder for the Victorian Managed Insurance Authority, and to date has assisted around 400 customers impacted by this dramatic collapse. Whilst some former customers have incurred significant out-of-pocket costs in getting back on their build journey, most of those supported by Simonds will not incur any additional costs to complete their home beyond their contract commitment. 12 | APAC Outlook Issue 66
FLAGSHIP SIMONDS (ELITE RANGE FROM MARCH 2024) delivering contemporary features for every lifestyle. This option includes a range of over 80 single and double-storey homes with innovative, quality, and awardwinning luxury finish upgrades. METRO (ELEVATE RANGE FROM MARCH 2024) A contemporary range of cleverly customisable floor plans where affordability and liveability are placed at the centre of all design elements. This option provides true value for first-time homeowners, young families, and investors. XPRESS (EMERGE RANGE FROM MARCH 2024) The Xpress/ Emerge range consists of homes that have the fundamentals, and more, covered. Form, smart design, and contemporary style take centre stage, all while bringing homeownership within reach with a place to call your own. The range offers a clear path towards your first home with a fast-tracked journey and all the hard work taken out with a collection of contemporary colour palettes hand-picked by interior designers. PRECINCT (NOW FALLS UNDER WHOLESALE AND PROJECTS) The Precinct approach to townhouses is about creating flowing, liveable indoor and outdoor spaces full of natural light, clean lines, and contemporary finishes. These houses are cleverly designed spaces where occupants feel instantly welcomed, relaxed, and at home.
SIMONDS GROUP CONSTRUCTION
www.design10.com.au Design 10 originated from Hardings Hardware, where we wanted to close the gap between trade builds and appliances to complete the whole of house approach within the industry, in a one-stop shop destination to provide range and availability benefiting you and your customers. Hardings Hardware has been working in the appliance industry for boutique builders and architects since 1958, where we joined teams to provide our builders access to a wider range and better prices, leveraging from Hardings knowledgeable team, industry relationships and reputable buying power.
APAC Outlook Issue 66 | 13
This has been made possible due to Simonds’ scale and buying power, and will be delivered to homes built to the exact specification and quality promised by Porter Davis. “In addition to disrupting the domestic building insurance segment by bringing scale-based solutions to a fragmented market, there have been many additional benefits delivered through this project,” David McKeown, CEO, tells us. “These include the employment of former Porter Davis staff and tradespeople, as well as providing reassurance to residential construction customers at a time when the collapse severely impacted confidence in builder viability,” McKeown explains.
THE POWER OF PEOPLE Partners and suppliers are absolutely critical to the running of Simonds’ business. “Having been ingrained in the 14 | APAC Outlook Issue 66
“OUR SPEED OF BUILD TIME, PRODUCT D E S I G N S , A N D C U STO M E R - C E N T R I C FO C U S A R E A L L O T H E R VA L U A B L E Q U A L I T I E S T H AT W E P R I D E O U R S E LV E S O N A N D T H AT D I F F E R E N T I AT E U S F R O M O T H E R S I N T H E MARKET” – RHETT SIMONDS, EXECUTIVE CHAIR, SIMONDS GROUP
business for so long, we have many supply chain relationships that have been in place for 30, 40, and even 50+ years. It is through the management of these relationships that Simonds finds itself in a good position from a supply chain and logistics perspective,” Rhett sets out. “We have the best team in the industry, from senior management through to operational and procedural staff. Everyone is encouraged and empowered at Simonds to execute their role to the best of their ability, knowing that extra support and
resources are always available from senior management and above,” he acclaims. In this way, employee empowerment is a big part of Simonds’ work culture. Similarly, the company seeks to be an active supporter of the communities in which it operates, and as such, it has a long and proud history of charitable contributions and investment. Simonds’ involvement in this area spans a broad spectrum, from smaller, community-based initiatives such as blood donation drives and community
SIMONDS GROUP CONSTRUCTION
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teams of riders training for the Chain Reaction charity ride, which involves each cyclist completing a 1,000-kilometre ride over a sevenday period in support of Monash Children’s Hospital and Starlight Children’s Foundation.
LAUNCHING A NEW LEGACY
sports, to larger national programmes such as flood relief, charitable auctions of houses, cancer research, and mental health initiatives. Elsewhere, Chain Reaction is a longdistance event for senior executives with a passion for cycling to raise money for sick children. Currently, Simonds has two
One of the key priorities at Simonds for the next 12 months is to consistently deliver on the scheduled delivery of 2,500 new homes per year. “We are focused on ensuring that the homes we deliver are built to the highest standard and creating a memorable customer experience throughout the homebuilding journey, while also leaving staff empowered and satisfied around the process of helping everyday people achieve the great Australian dream of home ownership,” Rhett affirms. “With 2024 being our 75th anniversary, we are reflecting on the significant role Simonds has played in
trusted for
years
dynamicds.com.au | 1300 645 056 not only shaping housing in Australia, but also transforming the lives of the people that fill those spaces to make them a home,” McKeown adds. Throughout 2024, the company will be engaging in a series of activities to not only celebrate this remarkable milestone but also launch the next chapter of the Simonds story.
simondsgroup.com.au
APAC Outlook Issue 66 | 15
simondsgroup.com.au
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