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WA family take on big guns

Behind Coastline Kitchens is the Bosveld family, a name synonymous with the WA building industry and, in more recent years, with cabinet-making.

Partners Daniel and Brian Bosveld, together with six other members of their immediate family, have built a firm based on a clear work ethic and a benevolent attitude to staff.

Each area of the business is managed by one of the eight

family members.

Managing director Daniel Bosveld says that, as a result, they do not have to hold meetings to know how each other thinks and what is required.

However, Mr Bosveld is quick to point out that the success of the business lies very much with the commitment of the workers.

What started eleven years ago as a two-man show developing one or two kitchens a week has turned into a company enjoying a $10 million turnover, a market share in excess of 10 per cent and a staff of ninety.

“When I first started I thought we would be comfortable with probably twenty staff – that would be optimal,” Mr Bosveld said. “Once we achieved twenty, then I thought fifty would be quite easy because we had other family members joining us.

“A few years ago we decided ninety or 100 staff would be

optimal and now we have achieved that I don’t think we will go beyond that,” he said.

Yet recent repositioning by the firm indicate further inroads into the 2,000 units a month WA new kitchen market is very much on the cards.

Six months ago the company moved into the East Rockingham Industrial Park in Patterson Road, Rockingham.

The $2 million, 5,000 square metre building was originally planned over size to give the company room for expansion, but within a few months the company increased its staff from seventy to ninety following an amalgamation with Omega Kitchens.

“We anticipated that in a couple of years we would have filled the workshop up but it has happened more quickly so now we have to simply consolidate, get better machines and look at our systems more closely to make sure that we stay the market leaders,” Mr Bosveld said.

The new workshop, complete with a 900 square metre showroom, marks a new direction for the firm.

The aim is to set up a homebase centre with the focus on kitchens and bathrooms, but incorporating related businesses such as tile and appliance centres which would be run by other businesses.

“The market is changing and builders’ customers more and more want to see the cabinet maker,” Mr Bosveld said.

“I really have to look after the clients I’ve got because we only have a few and they are large clients.

“We would also give the builders something over their competitors who are not dealing with us.

“We could also attract other builders that way.”

Mr Bosveld said Coastline was not prepared to diversify into other areas.

“We’ve made a clear decision that we are good at making cupboards. We’ve been successful with cupboards and that’s what we will stick with,” he said.

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