By Casey Neill
Retail Award
Sponsor: City of Greater Dandenong
Winner: Illusion Australia
Nominees: Dandenong Market, Dandenong Pavilion, Genesis Fitness, Lifestyle Brands International, Uncle’s Smallgoods
Dandenong-based Illusion Australia pours 10 per cent of its revenue into advertising.
General manager Nick Smith said the family-owned manufacturer and supplier also established showrooms in heavy traffic areas for incidental promotion.
These measures have contributed to Illusion becoming a household name.
Mr Smith was unable to attend the Greater Dandenong Chamber of Commerce Business Awards at Atura Hotel on Wednesday 22 November to accept the Retail Award for Illusion.
Greater Dandenong councillor Angela Long instead presented the trophy to chamber president Paul Broom.
“I’ll take it home!” he said to laughter.
Mr Smith told the chamber breakfast where Illusion was announced as a nominee that the company invested heavily in research and development.
“We’re developing products that won’t be available for two years,” he said.
The company has been around for more than 25 years. It employs about 150 people, including a consulting team that can meet clients in their homes.
It has grown about 17 per cent year-on-year for the past five years through expansion into Tasmania and Western Australia.
“If we’re in the Sydney market in two or three locations it would certainly bolster our revenue,” Mr Smith said.
He said there were also plans to build a new manufacturing facility and increase the distribution capability of Illusion’s current headquarters.
