CW Products

What CW Products does

CW Products Pty Ltd is an Australian family-owned manufacturer of aluminium roller shutters and home automation systems, founded in 1984 in Adelaide by Dr Ibrahim Elassaad and now led by his son Danny Elassaad as Managing Director. The company operates a state-of-the-art manufacturing plant in Murray Bridge, South Australia, complemented by trade centres in Sydney (Milperra) and Melbourne (Ravenhall), employing more than 90 people as of October 2025.

The product portfolio spans residential through commercial and high-security applications, offering multiple shutter profiles (42mm, 55mm, 77mm, 36mm, 50mm), specialty rated lines including FireSafe bushfire rated, CycloneSafe cyclone rated (James Cook University tested since 2002), LockSafe anti-lift with proprietary 3-Step Locking Technology, and IR50mm intruder-resistant commercial shutters. Automation systems include the PowerSmart 12V rechargeable battery-powered control system and SolarSmart solar-powered operation, both with smartphone app compatibility. The company holds six registered trademarks and Australian Made and Owned certification (received October 2025).

Revenue is generated exclusively through B2B wholesale distribution to approved retailers, fabricators, and installers across Australia. CW Products does not sell direct to consumers and explicitly positions itself as a non-competing partner to its trade channel, supported by a dedicated regional sales team, sales and installer training programmes, and point-of-sale marketing materials. End-consumer pricing is set by authorized dealers who provide free measure and quote services.

Name

CW Products

Legal name

CW Products Pty Ltd

Website

https://cwproducts.com.au

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

CW Products is an Australian family-owned manufacturer of aluminium roller shutters and home automation systems, founded in 1984, selling wholesale to approved retailers, fabricators, and installers across Australia.

Ownership category

akta.pro rank

Product category

Roller Shutters

NAICS

Blind and Shade Manufacturing (337920)

SIC

Household Appliances (3630)

akta.pro primary industry

Garage Doors & Rolling Shutters (IMADAIAE)

akta.pro secondary industry

Motorized Shades, Blinds & Curtain Automation (HSAHADAD)

Keywords

• Roller shutters
• Shutter manufacturing
• Home automation
• Security shutters
• Weather protection

Headquarters

HQ city

Murray Bridge

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Roller Shutter Manufacturing and Sales: CW Products manufactures and sells aluminium roller shutters exclusively through wholesale distribution to approved retailers, fabricators, and trade partners. Products include residential and commercial roller shutters in various sizes (42mm, 50mm, 55mm, 77mm), specialty shutters (bushfire rated, cyclone rated, intruder resistant), and automation/motorisation systems. Revenue is generated through one-time product sales to trade partners who then sell to end consumers.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

CW Products manufactures and supplies roller shutters and associated automation systems for the Australian building and home-improvement market. The range spans security, bushfire-rated, cyclone-rated, perforated/see-through, motorised, and solar-powered shutter variants, sold wholesale through approved trade partners rather than direct to end consumers.

Product overview

CW Products is an Australian manufacturer and wholesale supplier of premium roller shutters and automation products. The product portfolio includes a comprehensive range of roller shutters spanning multiple profiles (42mm, 55mm, 77mm single and double line), specialty rated shutters (FireSafe™ bushfire rated, CycloneSafe™ cyclone rated), security-focused shutters (LockSafe™ anti-lift, IR50mm intruder resistant), and visibility shutters (EasyView™ with ventilation perforations). Supporting the shutter products are automation solutions including PowerSmart™ (12V battery-powered with built-in rechargeable battery) and SolarSmart™ (solar-powered) control systems. The company also supplies wholesale components and accessories. All products are designed and manufactured in Australia at their Murray Bridge facility, with Trade Centres in Sydney and Melbourne serving partners nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• PowerSmart™: Advanced low voltage 12V automation control system for roller shutters with built-in radio receiver and removable rechargeable battery.
• CycloneSafe™
• FireSafe™
• EasyView™
• LockSafe™
• IR50mm Extruded Roller Shutters

Quantifiable outcome

• Up to 70% reduction in heat loss in winter and up to 90% blocking of heat in summer through thermal insulation properties
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• James Cook UniversitycoreStrategic or Co-development Partner · 1 January 2002James Cook University conducted rigorous testing and certification of CW Products' CycloneSafe roller shutters to meet compliance with Australian wind and cyclone standards (AS/NZS 1170.2), cyclic fatigue loading (AS4040.3: 1992), and design pressure testing (AS4055:2012 and AS/NZS4505:2012). This testing validated that CycloneSafe products can withstand debris impact and extreme wind conditions.

Scale indicators4 records

Recent moves11 records

Expansion highlights5 records

Broad incumbents

• Steel-Line Garage Doors: National Australian manufacturer and installer of garage doors, roller doors, and shutters. Overlaps with CW Products on commercial IR50mm-type extruded shutter applications.
• Lutron Electronics: Global leader in lighting control and automated shading solutions. Comparable to CW Products specifically on the PowerSmart/SolarSmart smart-home automation dimension of roller shutters.
• Hunter Douglas: Global manufacturer of window coverings including blinds, shades, and shutters. Comparable to CW Products across the broader window treatment category with a wider product portfolio.
• Centurion (roller shutters and garage doors): Long-established Australian supplier of garage doors and access solutions with overlapping roller shutter offerings. Larger, broader portfolio with deeper commercial channels than CW Products.
• B&D Doors: Australia's largest garage door and access solutions provider, now part of ASSA ABLOY. Competes with CW Products in commercial shutter applications and offers broader access product lines.
• ASSA ABLOY: Global access solutions conglomerate owning B&D Doors and other shutter/door brands. Comparable to CW Products in commercial shutter and security door markets at much greater scale and geographic reach.
• Somfy: Global leader in motorised solutions for window coverings, including roller shutters. Comparable to CW Products on the automation/smart-home side via motors and controls integrated into shutter systems.

Direct peers

• Nubo Roller Shutters: Australian roller shutter manufacturer with a similar product portfolio covering residential, commercial, and specialty rated shutters. Comparable B2B channel and Australian market focus.
• OzRoll: Australian manufacturer and wholesale supplier of roller shutters, outdoor blinds, and automation systems. Closely comparable to CW Products in product range, B2B distributor model, and Australian geographic focus.
• Talius: Australia-based manufacturer of roller shutters and outdoor blinds (now part of B&D Doors). Directly competes with CW Products across residential and commercial shutter segments in Australia.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/cw-products

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 CW Products