WINDOW SHADING ASSOCIATION OF AUSTRALIA

What WINDOW SHADING ASSOCIATION OF AUSTRALIA does

WSAA is the national membership-based industry association for Australia's window shading sector, founded in 1947 as the Venetian Blind Manufacturers' Association of Queensland and rebranded to its current name in 2024 to reflect broader representation across the full supply chain. The association serves manufacturers, retailers, suppliers, importers, and service providers (installers, designers, architects, software providers), with New Zealand businesses also able to join. It is governed by a Board of Directors led by Co-Presidents Chris Parkinson (Ozroll) and Jason Lewis (Lovelight), with CEO Wesley Fawaz and a small staff of approximately 5 employees.

The association operates a portfolio of member-facing products and services anchored by the WincovER Simulator, a web-based energy performance simulation tool exclusive to members that models window shading outcomes across 19 Australian climate zones using 525,000+ scenarios and NatHERS-rated software. Other offerings include WFA Magazine (official B2B publication via Boston Publishing partnership with 5,000+ circulation), the triennial SuperExpo trade show (co-hosted with the Specialised Textiles Association; 2026 event drew 4,000 visitors and 109 exhibitors), the WSAA Industry Awards program, the Find A Member directory, and state-based networking events. Member benefits also include HR and workplace relations support via Business Solutions Hub, regulatory advocacy on fire safety and NCC compliance, and representation on bodies including the Australian Fenestration Rating Council and ASBEC.

WSAA's revenue model is diversified across recurring membership dues (A$495–A$800 per annum across six tiers), triennial event revenue from SuperExpo, advertising and sponsorship (newsletter banners A$300–A$400, EDM campaigns A$1,200, sponsorship A$1,000 per event), media partnerships, and ancillary event revenue such as gala dinner tickets. As a non-profit industry association, WSAA is member-funded and not externally owned, with no disclosed funding rounds or institutional investors.

Name

WINDOW SHADING ASSOCIATION OF AUSTRALIA

Legal name

Window Shading Association of Australia Limited

Website

https://wsaa.au

Company type

Private

Founded year

1947

Operating status

Operating

Short description

WSAA is the national membership-based industry association for Australia's window shading supply chain, founded in 1947. It serves manufacturers, retailers, suppliers, importers, and service providers with advocacy, standards, an exclusive energy performance simulator, and the triennial SuperExpo trade show.

Ownership category

akta.pro rank

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Membership Fees: Annual membership fees from manufacturers, retailers, suppliers, importers, and service providers. Fees range from $495 to $800 per annum depending on member type.
2. SuperExpo Events: Revenue from Australia's premier window shading and specialist textiles event held every three years. The 2026 event had close to 4,000 visitors and 109 exhibitors.
3. Advertising and Sponsorship: Sponsorship and advertising opportunities across newsletters, events, digital channels, and strategic programs. Includes Inside Shading newsletter advertising ($300-$400 per banner), event sponsorship, and email marketing advertising ($1,200 per EDM).
4. WFA Magazine Partnership: Official media partnership with Boston Publishing for the Window Furnishings Australia magazine. Members receive free hard copies and discounted advertising rates.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

WSAA is a national, membership-based industry association representing Australia's window shading sector across manufacturers, retailers, suppliers, importers, installers, designers, and architects. The association delivers tiered annual membership, the WincovER Simulator (an industry-first energy performance tool exclusive to members), advocacy on regulation (NCC fire safety, child safety), industry standards-setting, the triennial SuperExpo trade show, the WFA Magazine (in partnership with Boston Publishing), and an awards program. It also provides member-exclusive resources including HR/workplace support, energy efficiency training, and a public Find A Member directory.

Product overview

WSAA is a membership-based national industry association offering a portfolio of products and services including: the WincovER Simulator (energy performance simulation tool exclusive to members), WFA Magazine (official industry publication via Boston Publishing partnership), WSAA Industry Awards program, Member Directory, and various events (SuperExpo, networking events, workshops). Member benefits also include energy efficiency resources, fire regulations compliance guidance, HR support tools, and professional development through training and networking opportunities.

Differentiator

Problem solved

Functional benefit

Brands

• WincovER: An exclusive, first-of-its-kind web-based energy savings simulator for WSAA members that models the energy performance and cost savings of window shading products for Australian homes. Powered by thousands of data points across 19 Australian climate zones.

Products and services

• WincovER Simulator A free, web-based energy performance simulation tool exclusive to WSAA members that calculates real energy and cost-saving outcomes for window shading products across Australian homes. Built on 525,000+ window shading scenarios across 19 climate zones using NatHERS-rated software. Designed to integrate with members' internal sales and workflow systems.
• WSAA Membership National membership association offering six tiered membership types (Manufacturer, Retail Manufacturer, Supplier, Importer, Retail, Service Provider) providing members with access to tools (WincovER Simulator), training, advocacy, regulatory guidance, events, publications, and industry resources. Annual fees range from $495 (Retail) to $800 (Manufacturer).
• WFA Magazine (Window Furnishings Australia) Official B2B magazine of WSAA and leading publication for the Australian window furnishings industry, independently produced by Boston Publishing. Published six times annually, covering products, trends, technology, and business strategies, with 5,000+ circulation across retailers, manufacturers, suppliers, designers, and architects. Members receive free hard copies and discounted advertising rates.
• WSAA Industry Awards Triennial awards program celebrating excellence in product innovation, sustainability, community impact, manufacturing excellence, and independent retail across Australia's window shading industry. Includes Community Impact Award, Product Sustainability Award, Product Innovation Award, Wholesale Manufacturing Excellence Award, and Independent Retailer of the Year Award.
• Member Directory (Find A Member) Public-facing directory allowing consumers to search for certified WSAA Member businesses across Australia for residential, commercial, and large-scale window shading projects. Verified WSAA Member status signals trust and quality to consumers.
• WSAA Events National and state-based events including SuperExpo (triennial, jointly hosted with Specialised Textiles Association, featuring 109 exhibitors and ~4,000 visitors), member meetings, technical workshops, networking nights, and policy roundtables across Australia.
• HR and Workplace Support Partnership-provided member benefit offering free HR and workplace relations advice, 180+ HR policies, employee contract templates, and resources. Includes training on psychosocial hazard regulations. Provided through Business Solutions Hub partnership.

Quantifiable outcome

• Reflective roller blinds and curtains can decrease heat loss through single-glazed windows by up to 40%
• +1 more outcomes

Named customers14 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

23 partnerships are on record, tiered minor and core.

• FrontlineminorImplementation/ SI/ Consulting Partner · 16 October 2025Steve Quirk provided update on Certificate III in Blinds, Awnings, Security Screens and Grilles review at WSAA Melbourne event.
• Online Marketing GurusminorGTM or Marketing Partner · 17 July 2025Saf Chowdhury presented SEO strategies at WSAA Sydney event. Partnership for digital marketing education.
• Business Solutions HubminorImplementation/ SI/ Consulting Partner · 19 June 2025Partnership provides members with free HR and workplace relations advice including 180+ HR policies, employee contracts, and resources. Steph Dann provides training on psychosocial hazard regulations.
• European Solar Shading Organisation (ES-SO)coreStrategic or Co-development Partner · 21 March 2025WSAA became the first non-European country to support Global Shading Day and joined ES-SO as an international supporting member in February 2026. Partnership amplifies advocacy and global energy efficiency initiatives.
• Rollease AcmedaminorGTM or Marketing Partner · 23 February 2025Sponsor of WSAA networking events including Melbourne Barefoot Business event.
• Boston PublishingcoreGTM or Marketing Partner · 6 January 2025Official media partnership for Window Furnishings Australia (WFA) magazine. Members receive six annual issues free, 50% subscription discount, and discounted advertising rates.
• Verosol AustraliaminorOthersWSAA Industry Award winner for Wholesale Manufacturing Excellence Award 2026.
• LouvoliteminorOthersWSAA Industry Award winner for Product Sustainability Award 2026.
• Louvretec AustraliaminorOthersWSAA Industry Award winner for Product Innovation Award 2026.
• Australian Made Campaign LtdcoreStrategic or Co-development PartnerWSAA supports Australian Made Campaign, advocating for Australian manufacturing and helping members demonstrate Australian Made credentials for their products.
• Housing Industry Association (HIA)coreStrategic or Co-development PartnerPartnership with HIA provides channels to shape built environment policy and standards that benefit members and guide industry direction.
• Australian Fenestration Rating Council (AFRC)coreStrategic or Co-development PartnerWSAA represented on AFRC, working on window energy rating standards. Robert Mayer served as Vice-Chair from 2018.
• Australian Sustainable Built Environment Council (ASBEC)coreStrategic or Co-development PartnerWSAA partners with ASBEC to drive quality, compliance, innovation, and sustainability across the built environment and contribute to national policy conversations.
• Specialised Textiles Association (STA)coreStrategic or Co-development PartnerCo-host of SuperExpo, Australia's premier window shading and specialist textiles event held every three years. 2026 event had 4,000 visitors and 109 exhibitors.
• PhoenixminorImplementation/ SI/ Consulting PartnerEvent management company that helped bring SuperExpo2026 to life.
• Four FamiliesminorGTM or Marketing PartnerEvent sponsor for WSAA SEO Playbook event in Sydney.
• Ricky RichardsminorOthersWSAA Industry Award winner for Community Impact Award 2026.
• Delux BlindsminorOthersWSAA Industry Award winner for Independent Retailer of the Year Award 2026.
• PinzminorOthersSuperExpo2026 Best Stand Award (Small) winner.
• Somfy AustraliaminorOthersSuperExpo2026 Best Stand Award (Large) winner.
• Uniline AustraliaminorGTM or Marketing PartnerEvent sponsor for WSAA Brisbane tech landscape event.
• Shade FactorminorOthersPeter Skinner presented design case study at WSAA Melbourne event on solving complexity in residential design.
• Unique ScreensminorOthersTheo Tsalacopoulos presented design case study at WSAA Melbourne event.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Specialised Textiles Association (STA): Australian trade association for the specialised textiles industry and the co-host of SuperExpo with WSAA. Directly comparable as a membership-based national industry body running joint events, advocacy, and member services for adjacent sectors.
• British Blind & Shutter Association: UK trade association for the blinds, shutters, and awnings sector. Closest international equivalent to WSAA in scope, with membership tiers, codes of practice, industry awards, and consumer-facing directories.
• Window Covering Manufacturers Association (WCMA): US-based trade association representing window covering manufacturers and suppliers. Operates a national trade show (Show & Conference), certification programs, and advocacy — a near-direct peer in mandate and structure.
• National Federation of Roofing Contractors (NFRC): UK trade association for the roofing sector. Comparable as a national membership body with member directories, technical standards, and industry events, even though its specific vertical differs from window shading.

Regional players

• European Solar Shading Organisation (ES-SO): European umbrella body for national solar shading associations. WSAA is its first non-European supporting member; ES-SO provides comparable advocacy on energy efficiency policy at a regional level and is a strategic affiliate rather than a competitor.

Broad incumbents

• Housing Industry Association (HIA): Australia's peak residential building industry body. A strategic WSAA partner that operates at much broader scale across the housing supply chain; serves as a comparable membership association with advocacy, events, and codes of practice.
• Australian Made Campaign Ltd: National not-for-profit promoting Australian-made products. A WSAA partner running certification, advocacy, and consumer campaigns — structurally similar as a member-supported national campaign body, though operating at a larger scale.
• Master Builders Australia: Australia's peak building and construction industry association. Comparable structure as a federated national industry body with member services, advocacy, and awards — operates at much broader scale than WSAA.

Others

• Australian Sustainable Built Environment Council (ASBEC): Peak body of industry associations working on built environment sustainability policy. A WSAA partner that functions as an umbrella for advocacy, analogous to a meta-association that WSAA affiliates with rather than competes against.

Emerging players

• Window Film Association of Australia & New Zealand: Regional association representing window film installers and manufacturers. Adjacent vertical with significant overlap in building envelope performance, energy efficiency messaging, and consumer-facing installer directories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/p/Window-Shading-Association-of-Australia-100054802667899
• LinkedInlinkedin.com/company/window-shading-association-of-australia-wsaa
• Instagraminstagram.com/windowshadingassociation?igsh=dThpMnZqZzBiZWo2

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 WINDOW SHADING ASSOCIATION OF AUSTRALIA