Exporting Australian design


Chair being manufactured in Minto Sebel began researching, designing and manufacturing furniture in Sydney in 1951. It is now one of the most recognised B2B furniture brands in the country delivering their world-famous chairs to schools, universities, hospitals and stadiums.

“Over the past 60 years we have introduced many innovations from being the first to replace wooden chairs at NSW schools with polypropylene to classic ergonomic designs which are exported the world over,” said Sebel’s GM Sales & Marketing, Trevor Vyner. “We have sales offices and facilities throughout the world and supply to countries including the USA, Oceania, Europe, Middle East, NZ, China, Hong Kong and even Outer Mongolia.”

Sebel is also a leading designer of stadia seating.“We are excited to be supplying seating for the 2018 Gold Coast Commonwealth Games having manufactured the 116,000 seats used at the Olympic Stadium during the Sydney 2000 Olympic Games,” said Mr Vyner.

Originally located in Padstow, NSW the company centralised its design, production and customer services functions in a facility in Minto in 2014.

“We employ a total of 150 people of which 120 are based at our Minto site. We’re also looking at increasing the number of positions at our Minto site. Plans are also underway to hire additional staff targeting people living locally.”

Advantage of a Western Sydney location

“Our decision to relocate to Minto was influenced by the access to a talent pool of locally based staff and improved transport links with ease of access to the M5” Trevor Vyner, Sebel Furniture.

By centralising their business at one facility, Sebel is now looking at its future growth plans. “From geographic and vertical market diversification to supporting increased export sales, we are returning some of our offshore manufacturing to the Western Sydney base from the USA and China. There are great networking events run by a number of organisations in Western Sydney which have helped us connect with Government and businesses.”

To find out more about Sebel visit their website.

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