SHADES

What SHADES does

SHADES is a Melbourne-based premium window furnishings company (legal name Life by SHADES) that designs, manufactures, and installs custom-made blinds, curtains, shutters, awnings, soft furnishings, and external venetians for high-end residential and commercial clients. Founded in 1990 by Kerry Cummings as 'Shades in Hawthorn' and now operated by his sons Andrew and Patrick Cummings, the company unified two family businesses under the SHADES brand in 2020–2021 and relocated to a bespoke studio at Cremorne House in 2025. Its product range spans plantation and external shutters, Roman, Venetian and roller blinds, soft furnishings and drapes, and Weinor (Germany) and Australian-made commercial awnings, with Somfy motorization available across multiple categories for hard-wired, battery-operated, and home-automation integration.

The business operates an appointment-only showroom model supported by deep referral relationships with architects and interior designers (Hecker Guthrie, InForm, Larritt Evans, OLAVER, Mazzei, Sally Caroline, CJH Studio, Quarters, Rob Kennon, Heartly, Golden, Sunday Birch, Brahman Perera). Revenue is generated through one-off, quote-based custom sales with installation; the company has no subscription or recurring component. Named commercial projects span retail (AESOP Collins Street, Witchery Bondi, Bec & Bridge, Dissh), hospitality (HV.Hotel, Hotel Railway, Lagoon Dining, Arbory Afloat, HER Melbourne, Zoncello), government (Flinders Lane outdoor dining precinct with 88 awnings via Harry The Hirer), and luxury residential homes across Brighton, Toorak, Hampton, Kew, Lorne, Sorrento, Rye, and regional Victoria.

The firm is privately held by the Cummings family with no disclosed external investment, runs a headcount in the high teens to low twenties, sources from Australian and international fabric houses (Mokum, Warwick, Zepel, Linia), and partners with fabricators (Donnie, Unique Screens, MAC Window Fashions, TWO Australia) and fabric reps. Geographic focus is Melbourne and Victoria with occasional interstate projects (e.g., WA). Operations are non-software: there is no app, no public API, and no AI/ML capability in evidence.

Name

SHADES

Legal name

Life by SHADES

Website

https://lifebyshades.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

SHADES is a Melbourne-based, family-owned premium window furnishings company that designs, manufactures, and installs custom blinds, curtains, shutters, awnings, and soft furnishings for high-end residential clients, architects, interior designers, and commercial/hospitality brands across Victoria.

Ownership category

akta.pro rank

Product category

Window Furnishings

NAICS

Window Treatment Retailers (449122), Blind and Shade Manufacturing (337920)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Custom Drapery & Made-to-Measure Window Coverings Retail (CRAIAKAD)

akta.pro secondary industries

Custom Window Blinds Retail (Wood, Faux Wood, Aluminum, Vertical) (CRAIAKAA), Window Shades Retail (Roller, Roman, Cellular/Honeycomb, Solar) (CRAIAKAB), Motorized Shades, Blinds & Curtain Automation (HSAHADAD)

Keywords

• Custom window furnishings
• Plantation shutters
• Motorised blinds
• Commercial awnings
• Soft furnishings drapes

Headquarters

HQ city

Cremorne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Window Furnishings: Design and manufacture of custom window treatments including plantation shutters, blinds, curtains, awnings. One-time product sales with installation services.
2. Commercial Projects: B2B window furnishing solutions for commercial spaces including retail stores, restaurants, hotels, and office buildings

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

SHADES designs, manufactures, and installs premium custom window furnishings including plantation shutters, external shutters, roman blinds, venetian blinds, roller blinds, soft furnishings (curtains and drapes), awnings, and external venetians. Products are made-to-measure with options for motorised Somfy operation and home automation integration. The company serves luxury residential homeowners, architects, interior designers, builders, and commercial clients (retail stores, restaurants, hotels) across Melbourne and Victoria through an appointment-only Cremorne showroom and referral-based project specification.

Product overview

SHADES is a premium window furnishings company based in Melbourne offering a comprehensive range of custom-made window treatments for residential and commercial spaces. The product portfolio centers on eight core product categories: Plantation Shutters (indoor timber), External Shutters, Roman Blinds, Venetian Blinds, Roller Blinds, Soft Furnishings (curtains and drapes), Awnings, and External Venetians. Products are available with various operation methods including manual, motorised (Somfy integration), and home automation compatibility. SHADES serves both residential homeowners and commercial clients including architects, interior designers, and builders, with a focus on premium quality materials sourced from Australian and international fabric houses.

Differentiator

Problem solved

Functional benefit

Products and services

• Plantation Shutters Premium timber plantation shutters designed for indoor use, providing contemporary aesthetics and control over natural light. Made from 100% solid timber sourced from sustainable forestry with two-pack paint finish, available in multiple blade sizes (64mm, 89mm, 114mm) and mounting options including framed, direct mount, bi-fold, sliding, and fixed configurations. For residential and commercial clients.
• External Shutters Aluminium or timber louvre shutters designed for outdoor use, providing sophisticated protection from wind, rain, sun and heat. Powder-coated for longevity with bifold, sliding, u-channel or hinged installation options. For residential and commercial exteriors.
• Roman Blinds Contemporary hard and soft Roman blinds offering a clean, luxurious finish with pleated folds. Combines the softness of curtains with the functionality of blinds, available in blockout or translucent fabrics. For residential and commercial interiors.
• Venetian Blinds Custom-made timber and aluminium venetian blinds offering flexible light and privacy control. Available in painted timber, stained timber, timber look-alike or aluminium with multiple blade size options. For residential and commercial interiors.
• Roller Blinds Sleek and minimal roller blinds designed and manufactured in Australia. Available in blackout, translucent, sunscreen or PVC-free sunscreen fabrics with options for manual or motorised operation. For residential and commercial interiors.
• Soft Furnishings Luxury custom-made curtains and drapes crafted from premium Australian and international fabrics. Multiple heading styles available including S-Fold, Wave Fold, Pencil Pleat, with options for motorised or manual operation. For residential and commercial interiors.
• Awnings Custom commercial awnings manufactured in Germany (Weinor brand) and Australia. Available in canvas, acrylic or sunscreen fabrics with manual crank or motorised operation and optional sun/wind sensors. For commercial exteriors including hospitality, retail, and outdoor dining precincts.
• External Venetians Outdoor aluminium venetian blinds providing high-level light and privacy control. Features remote operation via Somfy with options for flat or rolled edge blades, wire or cable guides, and over 30 RAL blade colours. Reduces heat gain by up to 90% while permitting ventilation. For residential and commercial exteriors.

Quantifiable outcome

• External venetians reduce heat gain by up to 90% while permitting ventilation
• +2 more outcomes

Named customers13 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

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• OLAVER ArchitecturecoreStrategic or Co-development PartnerPartnership with OLAVER Architecture to design and create the new SHADES studio at Cremorne House. Created a space equal parts function and inspiration: calm, purposeful, and quietly surprising. Custom joinery built by Mark Tuckey.
• Harry The HirercoreStrategic or Co-development PartnerPartnered with Harry The Hirer to supply 88 awnings for Melbourne CBD COVID-safe outdoor dining precinct in Flinders Lane. Completed in four weeks under challenging circumstances.
• DonnieminorOthersDescribed as the friendliest curtain manufacturers. Reliable and top-notch quality.
• Unique ScreensminorOthersSupplier of beautiful roller blinds. Theo, George and the team produce unique screens.
• MAC Window FashionsminorChannel Partner/ Reseller/ DistributorNew curtain manufacturer that SHADES has recently started using. Produces high-end curtains seen in South Yarra Instagram homes.
• TWO AustraliaminorOthersWindow furnishing wholesale company specializing in plantation shutters.
• Mallalieu CafeminorOthersLocal cafe that powers the SHADES team. Makes a mean flat white with gourmet provedore on-site.
• The Company You KeepcoreStrategic or Co-development PartnerCollingwood design agency that helped rebrand SHADES from A/P Shutter & Blinds and Shades in Hawthorn to unified SHADES brand. Clean, modern style. Previously built brands like Broadsheet, RMIT Online, Pana Organic.
• School of St JudeminorOthersSupporting for over 10 years. Provides free education to disadvantaged children in Tanzania's Arusha district. SHADES sponsors three children: Ainesi, Grace and Benson.
• Koala KidsminorOthersMakes life easier for children undergoing cancer treatment in Victoria and Tasmania. SHADES donated gifts to toy drive and helped move items.
• SomfycoreTechnology or IntegrationSHADES is a Somfy Pro Dealer offering both hard-wired and battery-operated motors for internal furnishings including curtain tracks, awnings, venetians and roller blinds.
• Peter BouchierminorOthersToorak's famous provider of Christmas hams for SHADES customer gifts. Partnership with Maker & Monger for cheese.
• Maker & MongerminorOthersMelbourne cheese experts partnered with SHADES and Peter Bouchier to create ultimate toastie for Christmas gifts.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Kenlow Shutters: Australian manufacturer and retailer of custom plantation shutters and blinds. Comparable mid-to-premium positioned competitor serving residential customers with custom window treatments.
• Blinds Online: Australian window furnishings retailer offering made-to-measure blinds, shutters, curtains, and awnings. Comparable direct-to-consumer custom window treatments business, though positioned more on value and online convenience than SHADES's premium showroom model.
• Windoware: Australian custom window furnishings specialist offering blinds, shutters, and curtains with manufacturing capabilities. Direct competitor in the custom-made residential window coverings category.
• Classic Shutters: Australian custom shutter and blind manufacturer/retailer offering made-to-measure window furnishings. Competes with SHADES in the premium residential plantation shutter and blind segment.
• Luxaflex (Hunter Douglas Australia): Australia's largest window coverings brand, offering custom blinds, shutters, awnings, and motorised solutions through a dealer network. Directly comparable to SHADES across product range, custom manufacturing, and project-based sales to architects and homeowners.

Regional players

• Smith & Noble: US custom window treatments retailer offering blinds, shades, shutters, and drapery with showroom consultations. Comparable premium custom product offering and design-led sales approach, operating primarily in North America.
• Hillarys Blinds: UK's largest made-to-measure blinds, curtains, and shutters retailer with in-home consultation model. Comparable custom manufacturing and consultation-driven sales approach, but operating primarily in the UK rather than Australia.

Others

• Somfy: Global leader in motorisation and smart-home automation for window coverings. SHADES is a Somfy Pro Dealer, so Somfy is an enabling technology partner/supplier rather than a competitor, but their ecosystem defines the motorisation category SHADES sells into.

Broad incumbents

• Coulisse: Dutch global manufacturer of window coverings including motorised blinds and curtains. Comparable motorisation and fabric technology focus; operates as a wholesale supplier and brand partner rather than a direct retail competitor.
• The Shade Store: US premium custom window treatments retailer offering blinds, shades, drapery, and shutters through showroom appointments. Comparable premium positioning and appointment-led sales model, but at significantly larger scale and broader geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/shades
• Instagraminstagram.com/lifebyshades
• LinkedInlinkedin.com/company/lifebyshades

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 SHADES