25 Nov 2022
ABI Interiors provides homeowners and trades with access to premium kitchen and bathroom fixtures at an accessible price, designed by its Australian in-house team.
The Queensland-based family business has fast evolved into an expansive e-commerce platform with a global customer base. ABI’s export markets span more than 45 countries across Asia, Europe and the UK.
‘Our team believes we can enrich lives by enriching spaces,’ says ABI Interiors’ Director Luli Farrell. ‘Our motivation came after recognising a gap in local and international markets for more considered fixtures that enhance spaces with a more personal and holistic approach.'
From start-up to scale-up
ABI opened its first showroom in Burleigh Heads on the Gold Coast in 2016. By 2019, it had set up its first international online store in New Zealand. A showroom in Auckland followed a year later. ABI launched online in the UK in early 2021. By September of that year, it opened a showroom in London’s prestigious Chelsea Harbour. ABI is the first Australian brand represented in this top design destination.
The decision to establish a presence in the UK was driven by the goal to build trust and improve the customer experience in the UK and EU.
ABI’s next target markets include Southeast Asia and the Middle East.
Filling the demand for high-quality, affordable architectural products
With expertise in high-end renovations, ABI’s founders first set out to sell renovation packages. Their idea was to streamline the selection and building process by providing high-quality architectural hardware at an inclusive price.
They discovered it was hard to find certain items locally, particularly coloured tapware. They decided to establish ABI to make it easier for design enthusiasts to source premium fixtures.
‘We united durability, longevity and aesthetics in a product and offered it at a cost never seen before in the industry. That’s how we have quickly grown into a market leader,’ says Farrell.
An international mindset
ABI endeavours to meet the needs of its customers, no matter where they are in the world.
‘Our community drives our business development,’ says Farrell. ‘Customer input is at the forefront of our experience and product development strategies. We also offer our customers warranty terms of up to 25 years for our high-quality ranges.’
Thinking globally, ABI developed an in-wall plumbing mechanism that allows the same rough-in components to be used across many regions. ABI’s in-house POS system has allowed it to tie bricks-and-mortar and online sales into one global portal.
‘Our Technology team has designed software to manage web content, accounts, products, logistics and orders across all regions we operate in,’ says Farrell. ‘The goal is to expedite entry into new markets.’
Leveraging the Australian Export Awards to build brand confidence
Farrell saw the Australian Export Awards as a chance to take stock of ABI’s successes.
‘We have made some large international commitments in the last 3 years,’ she says. ‘We thought the awards were a good opportunity to reflect on our journey and achievements to date.
‘We are a relatively new business, even in Australia,’ she adds. ‘Being the Australian Export Awards E-commerce 2022 winner will allow us to enhance brand confidence and recognition in new markets, which is a key part of our expansion strategy.
‘We recommend other exporters participate in the Australian Export Awards to celebrate the great export achievements of Australian businesses.’
A future of enhancing everyday lives
ABI came to market as a disruptor in a category aimed at an in-store trade audience. Its future plans are still guided by providing easily accessible, aspirational products to a global community.
The company plans to continue its commitment to making positive contributions to its local community. It actively supports charities and local programs, which the team is very proud of.
‘We regularly work with charities that focus on improving the lives of disadvantaged children by donating products to enrich their spaces,’ says Farrell. ‘Most recently, we have also been donating goods and participating in volunteering efforts for flood-affected regions.
‘At its core, ABI is a family-oriented business. Our products are intended to enhance everyday life with those who matter most.’
Australian Export Awards finalist reveals how its premium fixtures are building a global design community.