About Us

Who We Are

Who we are.png

With over 80 years' experience, Basford Brands is a dynamic and innovative designer and marketer of soft furnishings and homewares. Industry leaders in both custom-made and readymade window coverings, Basford Brands is the fastest growing window furnishings and homewares company in Australia and New Zealand. Basford Brands supplies most window furnishings destinations in Australasia, from independant specialists to multi store retail and is considered to be the largest supplier on the market today.

With a rich history in design and development, Basford Brands has invested in state-of-the-art technology for design, manufacture, warehousing and distribution of homewares products through the Asia Pacific region, with a special focus on the Australian and New Zealand markets. Basford Brands is proudly Australasian owned and managed.

At Basford Brands, we specialise in the aquisition 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 solutions to meet its customer's needs.




The Beginning

the beginning.png 

Basford Brands has a rich history that is synonymous with quality and design. 

It 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. 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.

Victoria st.jpg

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. The Basford evolution has been formed around acquisitions of iconic brands like Maurice Kain, Sekers, Moller Brothers and working collaboratively with Iconic brands like Orla Kiely and Resene.

In mid 2010 Basford Brands relocated to its current premises in Breakwater, Geelong, allowing immediate expansion and further room to grow. The new location is 2 acres under roof, to provide state of the art warehousing in both Australia and New Zealand.

With approximately 100 employees based throughout Australia and New Zealand, our dynamic and driven team are focused on providing world class customer solutions for the home furnishings and homeware industry.


The Future

Basford Brands has always considered its people to be its most important asset. From its formative start in the U.K, our focus has always been on our staff and customers.

The famous Greek philosopher Heraclitis said, "The only thing constant is change". At Basford Brands our business is constantly evolving, and rather than compete with change, Basford has an ethos of embracing it.  By holding the people and change ethos at the centre of all we do, the future remains bright for Basford Brands. 

With market-leading technology and synergistic aquisition, we are excited to see what is around the next corner.