‘Innovation’ is evolving into a full decorator destination by stocking a variety of items that encourage greater traffic through its two stores. The selection includes items like vases, artworks, mirrors and greeting cards.

The idea, according to Karen Thomas who established the business in 1978, is to make customers aware of the showrooms to encourage them to revisit these centres when they are looking for window treatments.

“We started as a curtain shop and had our own workroom and never subcontracted work out,” Thomas says. “We’ve always done our own manufacture and started producing only curtains and selling fabric off the floor.”

The business grew from its original single store in the Perth suburb of Willetton expanding into new premises a few hundred metres down the road, and later, opening a second store in Subiaco, closer to the central business district. Around 15 years ago, Thomas realised the importance of providing blinds as well as curtains, and she became convinced that she would miss out on valuable business if she failed to take on an expanded offering. “If people want a mixture of blinds and curtains, you have to have that covered or you don’t get the job,” she says.

“We provide the two together. We have to promote what’s suitable for the client.”

Today, around four staff members produce the curtains and roman blinds ordered by customers from a nearby workroom five minutes from Willetton. Demand for other blinds is most often met by providing Verosol products.

However, Thomas also notes the significant difference in margins for the two product offerings. “The margin on blinds is nowhere near as good as on curtains, where more knowledge is required,” she says.

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