BelaCasa

What BelaCasa does

BelaCasa is a privately held, Perth-based manufacturer and direct-to-consumer supplier of custom window treatments operating from a purpose-built factory and showroom in Bassendean, Western Australia. The company was founded in 1978 and historically operated as a wholesale producer behind hundreds of retail curtain shops; in 2018 it transitioned to a factory-direct DTC model serving the public directly, which removes showroom and commissioned-sales overheads from its cost structure. The product portfolio spans custom-made curtains (eyelet, pencil pleat, sheer), blinds (Roman, roller, timber venetians, aluminium venetians), shutters (cedar, basswood, artwood, aluminium), decorative pelmets, and complementary upholstery (custom bedheads, cushions, furniture re-upholstery), with additional cleaning and repair services.

The business is vertically integrated around its manufacturing facility, claims specialised expertise in complex pelmet design and pattern matching across stripes, plaids, and large prints, and supports a 10-day typical supply-and-fit lead time. Pricing is per-order/factory-direct and is reinforced by a Price Beat Guarantee of up to 30% on identical competitor offers. Distribution is single-channel and geography-restricted to Western Australia, relying on free in-home measure-and-quote consultations, organic SEO-driven website traffic, content marketing (blog), and word-of-mouth referrals.

BelaCasa serves two primary customer segments: residential homeowners (SMB/consumer) seeking custom window treatments at lower cost than showroom-retailed alternatives, and commercial projects (hospitals, hotels, schools, offices, aged care, display homes) sourced through a dedicated Commercial Division that holds preferred-supplier or representation arrangements with fabric brands (Materialised, Rowe, Wilsons, Zepel, Filigree Textiles, Charles Parsons, Nettex, Warwick Fabrics) and specification partners (Windoware Tracking, Helioscreen, Vertilux Blinds). A secondary Trade Professionals segment (architects, builders, project managers, interior designers) supports project sourcing. No revenue figures, external funding, or institutional ownership have been disclosed in the available material.

Name

BelaCasa

Legal name

BelaCasa

Website

https://belacasa.com.au

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

BelaCasa is a Perth-based factory-direct manufacturer of custom curtains, blinds, shutters, pelmets, and upholstery, serving Western Australian residential homeowners and commercial clients in healthcare, hospitality, education, and aged care since 1978.

Ownership category

akta.pro rank

Product category

Custom Window Coverings Manufacturing

NAICS

Blind and Shade Manufacturing (33792), Clothing and Clothing Accessories Retailers (458110)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro industry

PRIMARYCRAIAKAD

Custom Drapery & Made-to-Measure Window Coverings Retail

Consumer Products & Retail/Home & Furniture Retail/Window Treatments Retail (Blinds, Shades, Curtains)

Keywords

• Custom curtain manufacturing
• Window blinds production
• Interior shutters
• Made-to-measure
• Soft furnishings supply

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Custom Window Treatments Sales: Direct sales of custom-made curtains, blinds, pelmets, shutters, and upholstery to residential and commercial customers. Products are manufactured to order with free measure and quote service.
2. Commercial Project Services: Supply and installation of window treatments and soft furnishings for commercial projects including hotels, hospitals, schools, and offices
3. Cleaning and Repair Services: Drapery and curtain repair and alteration services with 50% off discount

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

BelaCasa manufactures and sells custom-made curtains, blinds, shutters, pelmets, and upholstery directly from its Perth factory to residential and commercial customers in Western Australia. Orders are made-to-measure with free in-home measure and quote, typical 10-day lead time from order to supply and fit, and a price-beat guarantee of up to 30% on identical competitor offerings.

Product overview

BelaCasa is a factory-direct manufacturer and retailer of custom window treatments based in Perth, Western Australia. Originally operating as a wholesaler for curtain shops and showrooms for 40 years, the company now serves the public directly. The product portfolio centers on Custom Made Curtains (eyelet, pencil pleat, and sheer styles), Blinds (roman, roller, timber venetians, aluminum venetians), and Shutters (cedar, basswood, artwood, and aluminum). Complementary offerings include Pelmets (decorative window treatment finishing), Upholstery (custom bedheads and furniture re-upholstery), Made-to-Measure services, and Commercial Division solutions for healthcare, hospitality, and education sectors. The company provides professional installation, repair services, and a Price Beat Guarantee, operating from a purpose-built manufacturing facility in Perth.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Made Curtains Custom-made curtains in eyelet, pencil pleat, and sheer options manufactured directly at the Perth factory. Available in a wide range of fabrics, colours, and patterns for residential and commercial customers.
• Blinds Window blinds including Roman Blinds, Roller Blinds, Timber Venetians, and Aluminum Venetians, made to order at the Perth manufacturing facility for residential and commercial customers.
• Shutters Window shutters available in Cedar, Basswood (painted or stained), Artwood (moisture-resistant ABS for wet areas), and aluminum powder-coated options for external use. Available with tilt rod or clear view options.
• Pelmets Custom-made decorative pelmet boxes and pelmet treatments to complement curtain and blind installations, including complex shapes designed to customer specifications.
• Upholstery Custom upholstered bedheads, bedspreads, cushions, and furniture re-upholstery services for chairs and sofas for residential customers.
• Made-to-Measure Service Free in-home measure and quote service for custom window treatments, with a typical lead time of 10 days from order to supply and fit.
• Commercial Division Window treatment solutions and soft furnishings for commercial projects including hospitals (with cubicle tracking), hotels, schools, and offices, supplied and installed with a minimum 24-month guarantee.
• Cleaning and Repair Service Professional drapery and curtain cleaning, repair, and alteration services offered at a 50% discount on standard rates.

Quantifiable outcome

• 10-day typical lead time for supply and fit
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered preferred and core.

• MaterialisedpreferredChannel Partner/ Reseller/ DistributorPreferred supplier relationship for curtains and soft furnishings
• RowepreferredChannel Partner/ Reseller/ DistributorPreferred supplier relationship for curtains and soft furnishings
• WilsonspreferredChannel Partner/ Reseller/ DistributorPreferred supplier relationship for curtains and soft furnishings
• ZepelpreferredChannel Partner/ Reseller/ DistributorPreferred supplier relationship for curtains and soft furnishings
• Filigree TextilespreferredChannel Partner/ Reseller/ DistributorPreferred supplier relationship for curtains and soft furnishings
• Charles ParsonspreferredChannel Partner/ Reseller/ DistributorPreferred supplier relationship for curtains and soft furnishings
• NettexpreferredChannel Partner/ Reseller/ DistributorPreferred supplier relationship for curtains and soft furnishings
• Warwick FabricspreferredChannel Partner/ Reseller/ DistributorPreferred supplier relationship for curtains and soft furnishings
• Windoware TrackingpreferredChannel Partner/ Reseller/ DistributorPreferred supplier for curtain tracking and fixtures
• HelioscreencoreTechnology or IntegrationRepresents Helioscreen for interior and exterior intelligent sun control systems for commercial specifications
• Vertilux BlindscoreTechnology or IntegrationRepresents Vertilux Blinds for commercial specifications. Supports sustainable manufacturing practices

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Spotlight: Major Australian specialty retailer of soft furnishings, curtains, and home décor. Overlaps in curtains and home textiles, but competes primarily through off-the-shelf retail rather than custom manufacturing.
• Adairs: Australian specialty retailer of home textiles including curtains, blinds, and cushions. Adjacent competitor in soft furnishings with broader retail positioning rather than custom manufacturing depth.
• Hunter Douglas: Global leader in custom window coverings with a broad dealer network and premium brand portfolio. Overlaps with BelaCasa across blinds, shutters, and shades but operates at far greater scale and breadth.
• Norman Window Fashions: Global manufacturer of custom shutters, blinds, and shades sold through dealer networks. Comparable product categories (especially shutters) but operates as a broader incumbent rather than a regional DTC specialist.

Direct peers

• Blinds.com: Online-first US retailer of custom blinds, shades, and shutters with measurement and installation services. Comparable as a direct-to-consumer custom window coverings specialist.
• Budget Blinds: North American franchise model for custom window coverings offering in-home consultation and a wide product range. Comparable in product category and consultation-led sales motion.
• Zen Living (formerly Decor Blinds): Australian custom blinds and curtains specialist offering made-to-measure products with in-home consultation. Comparable in product mix, customer segment, and service-led sales motion.
• The Shade Store: US custom window treatments retailer offering made-to-measure blinds, shades, and drapery with showrooms and online ordering. Comparable premium positioning in custom window coverings.
• Kresta Blinds: Australian custom-made curtains, blinds, and shutters manufacturer-retailer with a similar made-to-measure, in-home consultation model. Most directly comparable peer given shared geography, product range, and factory-direct positioning.
• Hillarys: UK market leader in custom-made blinds, curtains, and shutters sold via in-home consultation. Closely matches BelaCasa's factory-direct, measure-and-quote, multi-product model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/bela-casa

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 BelaCasa