Darley Aluminium Celebrates 30 Years of ‘Stronger Together’
Thirty years is a long time in any business. Enough to weather economic ups and downs, watch new technologies emerge and even to hand over to the next generation. But through all the change, there are some things that remain constant – the need for quality products and service, and a team that customers can count on.
When Rebecca and Simon founded Darley Aluminium in Sydney in 1996, they wanted to build a business that customers could trust, backed by the kind of service that feels like more than just a transaction. The sort of business where after a few interactions, customers can’t imagine going elsewhere.
Now, that vision is a reality. Many customers have been coming back for 10, 15, 20 years. Some have been customers since the very beginning. Darley Aluminium has expanded from humble beginnings in a tiny suburban Sydney warehouse, to having 200 team members in five locations across Australia.
The products have evolved alongside the business. The Darley Aluminium team has designed over 5,000 profiles over the years, from custom aluminium extrusions to engineered and tested window and door systems.
As the business has grown, Darley Aluminium has watched their customers grow too.
Putting the customer at the centre of everything
Simon says Darley Aluminium has always put customers first, while creating a workplace where people are valued. This ethos of ‘stronger together’ is the foundation of the business’s success.
“We always put our customers first, while creating a workplace where people care for one another, work together and take pride in what they do. We love that saying, ‘your satisfaction is our business’,” he says.
That commitment to customer satisfaction is reflected in the way the Darley Aluminium team responds when challenges arise.
“We always put our customers first, while creating a workplace where people care for one another, work together and take pride in what they do. We love that saying, ‘your satisfaction is our business’,”
For one customer, it meant a solution when a critical order was overlooked, putting the project timeline in jeopardy.
The procurement and sales teams swung into action, contacting suppliers to see if production could be brought forward, checking stock availability across the network and exploring alternative colour options that could be supplied sooner.
Thanks to their quick work, the customer avoided a costly delay, and the installation went ahead as planned.
The kind of partnerships Darley Aluminium builds with customers go beyond just supplying products.
When another customer needed guidance on which sections, hardware and system combinations would work best on a large and complex project, they turned to the R&D, Software and Sales team for support.
The team worked closely with the customer to understand the project requirements, providing drawings, technical advice and product recommendations.
The customer was able to move forward with confidence, knowing they had selected the right products for the job, avoiding potential pitfalls and helping ensure the project ran smoothly.
Rebecca says customers appreciate the team’s rapid response to everything from technical questions to deliveries.
“In the old days, a lot of companies used subcontractors, but we had our own truck and delivered the very next day. It’s still very important to us to deliver on time and in full. Quality service is as important as quality products,” she says.
A founding customer – and a long-time friend
One of the business’s original customers is Bruce Turner, founder of Australian business Safeguard Home Improvements, whose relationship with Darley Aluminium stretches back almost three decades.
He sees innovation as being a big part of the business’s success, recalling how in the very early days, Darley Aluminium was the only supplier offering aluminium lengths in a range of colours.
“Now, suppliers keep 20 different colours on the shelf, but back then, Darley Aluminium was the only one to offer a completely finished product in more colours than anyone else. There was a colour called Primrose and they were the only people in the city that had it straight off the shelf,” he says.
“You didn’t have to buy a mill-finished product, and then get it painted, and you ordered it today and got it tomorrow. They set the standard for reliable service.”
A helping hand where needed
He says there’s no one doing it better than Darley Aluminium, especially when it comes to product quality.
“Their quality, their service and their price, as a supplier they are second to none.”
He tells of how Darley Aluminium didn’t push their prices up during COVID, when shipping costs spiked, and how they would work with customers, even if an invoice was a little late.
“Rebecca helped us out many, many times as our business grew. They were always honourable with their pricing, and you always felt like a person to them. I always found them to be friendly and approachable,” he says.
“They have grown and made their business into a very big business. But they haven’t really changed, they are still that supplier that turns around and delivers it to you tomorrow.”
Bruce counts Rebecca and Simon as long-time friends, and is congratulatory about the milestone.
“I don’t think there’s any question Darley Aluminium will be around for another 30 years, especially now the next generation is working in the business,” he says.
“Their quality, their service and their price, as a supplier they are second to none.”
Next-level service – with a side of fun!
It’s not always serious business at Darley Aluminium, although there’s plenty of that!
Fun is also a key value. Customers love the coffee machine available in the Sydney head office, with some of them dropping in just for a cuppa.
Then there’s Rebecca’s idea for toys as Christmas gifts. No ordinary toys, these talk, sing and dance! One is a monkey that cries when you take its banana away and laughs when you give it back.
At first, the sales team were skeptical of the idea. Shane Brown, one of the founders of Darley Aluminium’s Queensland branch, made the comment “How do you expect a man like me to walk into a fabricator’s office carrying a funny plush toy?!”
But as it turned out, he found himself warmly welcomed every time he walked through a customer’s door, toy in hand. In fact, one customer even called him asking for another one. When Shane told her there were none left, she called Simon directly to see if he could source an extra from the manufacturer.
“Stories like this remind us why it is important to keep the “fun” in what we do. Fabricating and installing windows and doors isn’t an easy job. Our customers work hard every day, and ultimately, they are working to look after their businesses, their employees and their families,” Simon says.
“Our job is not only to supply products, it’s to make our customers’ lives a little easier. We want to share some fun and joy with them, both within the business and beyond business hours, while continuing to provide a level of service they can rely on.
“When we do our job well, our customers can focus on their core business without having to worry about supply issues. That is the kind of partnership we want to build: professional when it matters, reliable when it counts, and always with a little fun along the way.”
Reflecting on the journey, Rebecca says the past 30 years has gone in a blink of an eye.
“To me, it’s a natural progression. It feels like watching a child go from an infant to a confident, energetic young adult, still full of potential and continuing to grow. I am incredibly proud that so many of our customers have shared this journey and grown with us over the past 30 years.”
“When we do our job well, our customers can focus on their core business without having to worry about supply issues. That is the kind of partnership we want to build: professional when it matters, reliable when it counts, and always with a little fun along the way.”
Looking ahead to the future
For Rebecca, people and the deep customer relationships that are built over time will remain central to the business, even as AI offers new opportunities to explore and the next generation prepares to eventually take on a greater role.
The human touch is still very important, even as manual processes slowly give way to digital ones.
“No business can achieve long-term success without talented people working towards a common goal. Our team’s passion, integrity and willingness to support each other and our customers have been one of our greatest strengths. There have been obstacles and various challenges along the way, and we’re lucky we’ve been able to overcome them,” she says.
“People are at the heart of our business. Technology will continue to transform the way we work, but the fundamentals remain unchanged: trust, relationships, integrity and genuine care for people. Those values have always been essential, and I believe they will be just as important in the future.”
“People are at the heart of our business. Technology will continue to transform the way we work, but the fundamentals remain unchanged: trust, relationships, integrity and genuine care for people. Those values have always been essential, and I believe they will be just as important in the future.”