Who we are

With over 50 years’ experience, Basford Brands is a dynamic and innovative designer and marketer of homewares. Industry leaders in both custom made and readymade window coverings, Basford Brands has been the fastest growing window furnishings and homeware company in Australia and New Zealand. Basford Brands supplies most window furnishings destinations in Australasia, from independent specialist to multi store retail and is also considered to be the largest supplier of the market today.

With a rich history in design and development, Basford Brands has invested in state of the art technology for the design, manufacture, warehousing and distribution of homeware product through the Asia Pacific region, with a special focus on the Australian and New Zealand markets.

At Basford Brands, we specialise in the acquisition and development of brand based homewares. Whether it be our iconic soft furnishings labels, major retail home brand development, or the distribution of international heritage brands – Basford Brands offers a range of homeware solutions to meet its customers needs.

The Beginning

Basford Brands began its business life trading as Filigree Textiles and was once owned by the British Basford Group, established in 1967. The Basford Textile Group Limited was formed by the merger of four long-established family companies. From Scotland, Cleland Bros & Co.Ltd., Darvel and Henderson, Morton, Inglis & Co. Ltd.; Newmilns From Nottingham; Holmes & Baxter Limited, and J.B Walker & Co Ltd. This was one of the largest mergers in the history of the lace industry. Together they shared over two hundred years of lace-making experience, concentrated in the home furnishings market.

Filigree Textiles was the dream of one of the Basford Group’s members, Mr Austin Baxter. He carefully selected a site in Geelong, Victoria and arranged for a purpose built factory to be constructed during the late 1980’s. The company was officially opened in April 1990 by the then Victorian Premier, Mr John Cain.

The firm was originally known as makers and distributors of quality lace and sheers aimed at the Australian, New Zealand, South Pacific and Southeast Asian markets. Filigree became 100% Australian owned after a buyout in 1995.

The company continued to build and grow and in 2008, after purchasing several other home decor related brands, Filigree began trading under the Basford Brands group banner. In the middle of 2010 Basford Brands relocated to its current premises in Breakwater, Geelong, allowing immediate expansion and further room to grow. The new location is approximately double the size of the previous 50,000 square feet site.

The Future

Basford Brands will continue to develop its existing brand base, by offering effective on trend solutions for its customers. Basford Brands is always on the lookout for complementary businesses, brands and products to add to its portfolio to take advantage of its growth strategy.