Business View Oceania | Volume 3, Issue 12

45 46 BUSINESS VIEW OCEANIA VOLUME 3, ISSUE 12 BUSINESS VIEW OCEANIA VOLUME 3, ISSUE 12 quality standards. Safe Direction also has a range of MASH – The Manual for Assessing Safety Hardware – compliant systems, including guardrails, high containment barriers, bridge barriers, wire rope safety barriers, crash cushions, end terminals, log rails, and safe culvert ends. Managing Director Hayden Wallace offers insight into the development of Safe Direction as an industry leader. “There has been an enormous shift in road safety technology over the last decade. Since our early days, Safe Direction has worked with the latest and greatest technologies available on the market to create, manufacture, distribute, and install products that are significantly safer, more streamlined, and easier to instal. We are incredibly proud of our highly productive, cost-efficient range. We shifted quite early on from only providing state specified systems to bringing to market our own proprietary systems, which has allowed us to differentiate ourselves in the market, grow our business relationships, and provide continuous territorial spread and the ability to service across the majority of Australia. Safe Direction is a business-to-business provider that primarily distributes to road safety installation contractors. Client companies range from small or owner-operated businesses through to multi-crew groups. Safe Direction also sells direct to local government, road authorities, and civil and building contractors, albeit on a smaller scale. But establishing sales connections and strategic relationships in such a competitive and highly regulated industry has not been easy, Mr Wallace shares. “It was tricky to start off as a small business in a market dominated by large companies. It took some time to establish our brand’s reputation, but once we were able to demonstrate our ability and dedication to quality, we were able to develop some of those important partnerships in the industry. Competition can be quite fierce in our sphere, but we tend to not get too involved. We YESTERDAY'S VALUES, TOMORROW'S TECHNOLOGIES Family Owned Business With Over 60 Years. Based in Tamworth, we operate depots in Sydney, Brisbane, Melbourne and Moree. Servicing the New England and Northwest of New South Wales. Oering a large fleet and the latest technology, we specialise in general freight, distribution, warehousing and container handling and unpacking. 02 6760 1200 | www.parrylogistics.com.au 35 Hume St, Tamworth NSW 2340 SAFE DI RECT ION value to our customers.” A team of 12, Safe Direction is committed to remaining responsive to clients’ needs. Mr. Wallace explains, “We offer very highly commended technical support and have a lot of engineering around our products that is designed to be meaningful and useful for our customers. We are very active in our dealings with customers. It really starts with just being responsive to their ideas, queries, and concerns. We provide quotations that are inclusive of technical support, and once quotes are accepted, it’s a short wait time between placing an order and collecting their product. We also facilitate custom elements and the like for more specific requirements, which we can actually produce on site.” Safe Direction is headquartered in Sydney (NSW), Australia, alongside their primary distribution and manufacturing facility. The company’s second and third facilities, located in Melbourne (VIC) and Brisbane (QLD) respectively, offer Safe Direction a fantastic