Luxaflex

What Luxaflex does

Luxaflex is the Australian premium window coverings brand operated by Hunter Douglas Australia Pty Ltd, headquartered in Rydalmere, NSW. The company has produced custom window coverings in Australia since 1954, manufacturing the majority of its products in facilities in Sydney and Brisbane. Its product portfolio spans eight categories — Blinds, Softshades (including the patented Duette honeycomb cellular shades, Pirouette Shadings, Silhouette Shadings, Luminette Privacy Sheers, and LumiShade), Plantation and PolySatin Shutters, Curtains, Awnings (including the patented Evo MagnaTrack with rare earth neodymium magnets), Venetians, Home Automation (PowerView Motorisation), and Unique Solutions for specialty applications.

The business model is a manufacturer-distributor hybrid built on an exclusive licensee showroom network: products are custom-made-to-measure, professionally measured and installed, and sold exclusively through independently owned Luxaflex Gallery showrooms and authorized dealers across Australia — no direct-to-consumer online sales. Pricing is fully custom and quote-based, varying by window size, product/material/colour selection, and operating system. Revenue is generated via one-time purchases of premium window coverings, supported by a 5-year standard warranty (20 years on PolySatin Shutters), 10-year media sponsorship of Selling Houses Australia, flagship partnerships with Three Birds Renovations and My Reno Rules, and a Qantas Frequent Flyer loyalty integration awarding 1 point per $1 spent. Primary customers are Australian residential homeowners, with secondary exposure to renovation professionals, designers, and the Luxaflex Gallery dealer channel itself.

Name

Luxaflex

Legal name

Hunter Douglas Australia Pty Ltd

Website

https://luxaflex.com.au

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

11–50 employees

Short description

Luxaflex is the Australian premium window coverings brand of Hunter Douglas, designing and manufacturing custom-made blinds, shades, shutters, awnings, curtains, and motorised solutions since 1954 for residential homeowners across Australia.

Ownership category

akta.pro rank

Product category

Window Coverings

NAICS

Blind and Shade Manufacturing (337920), Window Treatment Retailers (449122), Curtain and Linen Mills (31412)

akta.pro primary industry

Window Treatments & Shading Systems (Blinds, Shades, Awnings) (IMADAIAN)

akta.pro secondary industries

Window Shades Retail (Roller, Roman, Cellular/Honeycomb, Solar) (CRAIAKAB), Motorized Shades, Blinds & Curtain Automation (HSAHADAD), Window Coverings Manufacturing (Curtains/Drapes/Sheers/Valances) (IMAOAKAC), Curtain, Blind & Shade Installation/Repair (HSAGAAAG)

Keywords

• Custom window coverings
• Motorised blinds
• Plantation shutters
• Retractable awnings
• Window treatment products

Headquarters

HQ city

Rydalmere

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Custom Window Coverings Sales: Luxaflex generates revenue through the sale of custom-made window coverings including blinds, shades, shutters, awnings, and curtains. Products are sold exclusively through a network of independently owned Luxaflex Gallery dealers and showrooms. Customers receive professional consultation, measurement, and installation services as part of the purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Luxaflex designs, manufactures, and sells custom-made-to-measure window coverings including blinds, shades, shutters, awnings, curtains, and motorised/automated window treatment solutions for Australian residential homes. Products are custom manufactured to order in Sydney and Brisbane facilities, then distributed exclusively through a nationwide network of independently owned Luxaflex Gallery showrooms and authorised dealers that provide in-person consultation, professional measurement, and installation services. The portfolio spans the Softshades Collection, Plantation and PolySatin Shutters, internal and external Awnings, Venetians, Curtains, the PowerView motorisation automation system, and tailored solutions for unique window applications.

Product overview

Luxaflex is a premium window coverings brand owned by Hunter Douglas Australia, operating since 1954 with manufacturing facilities in Sydney and Brisbane. The product portfolio encompasses eight main categories: Blinds (including Roller, Roman, Vertical, Panel Glide, Soft Roman, and Velascreen retractable screens), the Softshades Collection (featuring Duette Shades with their signature honeycomb cellular insulation, Pirouette Shadings, Silhouette Shadings, Luminette Privacy Sheers, and LumiShade), Shutters (Plantation Shutters and PolySatin Shutters with 20-year warranty), Curtains, Awnings (including Folding Arm, Canopy, Evo Series, Evo MagnaTrack, Metal Louvre, Straight Drop, System 2000, and Matera Retractable Pergola), Venetians (Aluminium, Country Woods, and Everwoods), Home Automation (PowerView Motorisation), and Unique Solutions for special applications (bi-fold doors, hard-to-reach windows, humid rooms, shaped windows, and skylights). All products are made-to-measure and custom crafted to order, with a 5-year warranty (20 years for PolySatin Shutters) backed by a network of independently owned showrooms providing professional measure and installation.

Differentiator

Problem solved

Functional benefit

Brands

• PowerView Automation: Innovative wireless operating system which automatically controls and powers a wide range of Luxaflex internal window covering products creating the perfect room ambiance.
• Softshades Collection
• PolySatin Shutters
• Evo MagnaTrack Awning
• Re-Life Fabrics

Products and services

• Duette Shades Honeycomb-shaped cellular window coverings with thermal insulation, available in bottom-up, top-down, and duo-lite configurations. Designed for residential customers seeking light control and energy efficiency in bedrooms, living rooms, and media rooms.
• Pirouette Shadings Window coverings featuring contoured, front-facing fabric vanes attached to a single sheer backing, providing diffused light, privacy, and a fluid opening/closing effect for residential interiors.
• Silhouette Shadings Window treatments with signature S-Vanes that transform harsh sunlight into soft, diffused light while maintaining view-through capability and privacy for residential interiors.
• Luminette Privacy Sheers Vertical window coverings with softly curved fabric vanes that rotate for privacy and light control, designed for wide windows and sliding doors in residential interiors.
• LumiShade Window Coverings Contemporary vertical blinds combining versatility with soft window furnishing appeal, featuring curved fabric vanes with alternating light filtering and room darkening panels for residential interiors.
• Roller Blinds Traditional light-filtering window blinds available in various fabrics including blockout options, providing simple, durable light control for residential interiors.
• Roman Blinds Fabric window blinds that fold into elegant horizontal layers when opened, offering a tailored appearance for residential interiors.
• Soft Roman Blinds Relaxed-fold fabric blinds with supple textures and semi-sheer options that filter natural light into a soft, inviting glow for residential interiors.
• Vertical Blinds Traditional vertical window blinds characterised by flexibility, durability, and efficient solar protection for residential windows and sliding doors.
• Panel Glide Blinds Wide fabric panels that slide horizontally for covering large windows and doors in residential interiors.
• Velascreen Retractable Screens Retractable screen blinds for outdoor and semi-outdoor applications providing insect protection and sun shading for residential patios and alfresco areas.
• Plantation Shutters Classic window shutters combining timeless grandeur with practical and durable design, available in solid timber or synthetic timber products for residential interiors.
• PolySatin Shutters Engineered shutters with the appearance of painted timber that are impervious to moisture, resistant to peeling, flaking or fading, with a 20-year warranty for residential interiors including humid rooms.
• Curtains Elegant soft window covering fabrics designed to seamlessly layer and coordinate with the Softshades Collection, available in sheer, thermal-lined, and blockout options for residential interiors.
• Folding Arm Awnings Retractable awnings that fold out to provide flexible shade for residential outdoor entertaining areas, offering flexibility for Australian homes.
• Canopy Awnings Fixed-frame awnings providing permanent shelter for residential outdoor spaces, terraces, and patios.
• Evo Awnings Series Contemporary folding arm and straight drop awning systems designed for modern Australian residential homes.
• Evo MagnaTrack Awnings Straight drop awning using rare earth neodymium magnets to hold fabric taut in side channels; Australia's strongest wind-tested straight drop awning (up to 185kph) for residential outdoor protection.
• Metal Awnings Fixed metal awnings including Trinidad Metal Louvre Awnings with adjustable louvres for controlling light and airflow in residential outdoor applications.
• Metal Louvre Awnings Awnings with adjustable metal louvres providing protection from sun and rain with complete control over light and airflow for residential outdoor applications.
• Straight Drop Awnings Vertical drop awnings for protecting residential outdoor spaces from sun, wind, and rain while maintaining visibility.
• System 2000 Awnings Traditional folding arm awning system offering classic styling for residential outdoor applications.
• Matera Retractable Pergola Awnings Retractable pergola-style awnings for creating sheltered residential outdoor entertaining areas.
• Aluminium Venetians Classic aluminium slat blinds providing precise control of heat and light, suitable for moisture-exposed residential areas.
• Country Woods Venetians Timber venetian blinds with the natural beauty of rich solid timber for traditional residential interiors.
• Everwoods Blinds Synthetic timber-look venetian blinds providing the stylish modern look of timber with advantages for high humidity residential areas.
• PowerView Motorisation Wireless operating system that automatically controls and powers Luxaflex window covering products, enabling customised schedules and sunrise/sunset-based automation for residential customers.
• Bi-Fold Door Solutions Window covering solutions designed for residential sliding or bifold windows and doors, including Duette Vertiglide Shades, Luminette Privacy Sheers, and PolySatin Shutters.
• Hard to Reach Solutions Window covering options for residential windows in difficult-to-access locations, often integrated with motorisation.
• Humid Room Solutions Window coverings designed for residential rooms subject to temperature variations, moisture and humidity such as bathrooms, laundries, and kitchens.
• Shaped Window Solutions Custom window coverings for irregularly shaped residential windows including arched and sloped areas, using Duette Shades and Vertical Blinds.
• Skylight Solutions Custom-made skylight blinds and covers including Duette Skylight Shades, designed for residential sloping ceilings and walls, reducing heat and glare.

Quantifiable outcome

• Up to 60% home cooling cost savings with Evo MagnaTrack Awnings
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• Qantas Frequent FlyercoreGTM or Marketing PartnerLuxaflex participates in the Qantas Frequent Flyer loyalty program where members earn 1 Qantas Point for every $1 spent on Luxaflex Window Fashions products. Points are allocated within 60 days after full payment. QFF membership required to earn points.
• Three Birds RenovationsflagshipGTM or Marketing PartnerThree Birds Renovations (Bonnie, Lana, and Erin) are renovation influencers who have partnered with Luxaflex as the exclusive window coverings supplier for their home renovation projects including Houses 5-17. The partnership showcases Luxaflex products in transformation content and includes the Three Birds Dream Discount Card offering 20% off Luxaflex products.
• Selling Houses AustraliaflagshipGTM or Marketing PartnerFor 10 consecutive years Luxaflex has proudly sponsored Foxtel's hit series Selling Houses Australia. The show, hosted by Andrew Winter along with Wendy Moore and Dennis Scott, features Luxaflex products integrated into home makeovers. Renovation recaps and before/after content available on Luxaflex website.
• My Reno RulescoreGTM or Marketing PartnerWindow covering solutions featured throughout the My Reno Rules renovation competition TV show, hosted by Dr Chris Brown with judges Neale Whitaker, Simon Cohen and Julia Green.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Emerging players

• Blindsgalore: US online-first custom window-covering retailer offering measurement-at-home guides and direct delivery. Comparable as a lower-priced, digital-first competitor demonstrating the disruptive channel that Luxaflex has so far declined to enter.

Broad incumbents

• Hunter Douglas: Global parent of Luxaflex and the largest window-coverings manufacturer worldwide; operates the same blind/shade/awning categories under regional brands (e.g., Hunter Douglas, Levolor, Silhouette). Comparable as a broad incumbent whose Australia business is the Luxaflex franchise.
• Somfy: Global specialist in tubular motors and home-automation controls for interior and exterior window coverings. Comparable as an enabling/supplier relationship to Luxaflex PowerView and a competitor for motorisation share on competitor products across Australia.

Direct peers

• Smith & Noble: US custom window-covering retailer selling blinds, shades, shutters and drapery both DTC and via design-trade channel. Comparable in vertical integration from measure-to-install and in premium product mix overlapping Luxaflex's cellular, Roman and motorised lines.
• Rollease Acmeda: Manufacturer of window-covering components and systems (rollershade, roman, motorized) supplying Australian blind makers, with its own finished-product brands. Comparable as a vertically integrated competitor feeding many of the same Australian dealers that also retail Luxaflex.
• The Shade Store: US premium custom window-treatment retailer offering made-to-measure blinds, shades, drapery and motorisation. Comparable on custom-only positioning, premium price point, and consultative showroom experience across the same Hunter Douglas fabric families.
• Kresta Blinds & Curtains: Australia's largest custom-made blinds and curtains retailer with a national dealer/showroom footprint of more than 100 stores. Directly comparable on product range (blinds, curtains, shutters, awnings) and Australia-wide distribution model.
• Vertilux: Australian manufacturer/distributor of internal and external window furnishings (blinds, awnings, curtaining systems). Comparable as an Australian-based competitor serving the same national dealer network with overlapping product categories.
• ABC Window Shutters & Blinds: Australian bespoke shutter, blind and curtain manufacturer/retailer with showrooms across south-east Queensland and NSW. Comparable on Australian-made positioning and custom plantation shutter line directly competing with Luxaflex PolySatin.

Others

• Lutron Electronics: Global leader in shading automation and lighting controls (Serena, Triathlon, Palladiom lines). Comparable as an adjacent smart-home automation competitor whose motorised shading products overlap with Luxaflex PowerView in architect-specified commercial and luxury residential projects.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LuxaflexAustralia
• Instagraminstagram.com/luxaflexaus
• Pinterestpinterest.com/luxaflexaus
• Xx.com/luxaflexaus

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Luxaflex