Founder Dr Ibrahim Elassaad, along with his son and Managing Director Danny Elassaad, have built something very special in CW Products with the help of their dedicated team.
Together they have created a hugely successful Australian made and owned manufacturing business.
They supply quality roller shutter products across the country, with a reputation built on innovation, reliability, quality, service and trust.
For Ibrahim, it’s been a dream come true, immigrating to Australia and starting with nothing but an idea and a drive to succeed. He created what is now an industry leading great Australian success story and a legacy growing stronger under the leadership of his son Danny.
In The Beginning
Born in Palestine, Ibrahim and his wife immigrated to Australia in 1983, where it proved impossible for him to find work due to the economic situation in Australia at the time.
As a qualified engineer, Ibrahim soon realised starting his own business would be the best way forward. So he looked for a need in the marketplace he could use his education and experience to fill.
He looked around and saw there was no protection and no insultation on windows in his new home country.
“And I thought it would be a good idea to start a roller shutter business,” he said.
Ingenuity
Ibrahim started importing and installing roller shutter components as a one man operation.
“At the time there was no production of roller shutter componentry in Australia and my ambition, as an engineer, always has been to have a full production line,” he said.
“We now have the infrastructure, we have the manufacturing, we have the distribution and we have outlets in different states.
“The company is growing and we’re employing more and more people and for me that is a very important issue.
“That means this society received me as an immigrant and now I’m returning back to the society.”
The Future
Danny is extremely proud of his father’s legacy and is continuing to grow the business, embracing innovation and forging new pathways in a changing environment.
“I’m really excited about the future of the business and the roller shutter industry in Australia,” he said.
“Dad’s vision and his drive have created an amazing legacy, and I’m extremely proud to be leading CW Products into an even brighter future.”
The founding values of Danny and Ibrahim’s ‘hands on’ family business shine through in the way they conduct trade, the way they treat team members and the way they move in the world.
They have built a reputation on innovation, reliability, quality, service, respect and trust, which continues to serve the company well.
“Every journey has its ups and downs,” Ibrahim said.
“However, the most important thing is to keep going and never, never give up.”
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