ICONS A HISTORY of AUSTRALIAN FURNITURE MANUFACTURERS
ICONS: A HISTORY OF AUSTRALIAN FURNITURE MANUFACTURERS
MOR AN : A COMPANY SHAP ED FOR COMFORT
Moran is the furniture brand that brings to mind images
John Moran OAM founded Moran Furniture when
of beautifully furnished rooms for half of Australia’s
he was just 25 years old. It was 1963 and John had a
population. Research uncovered this fact. Moran, a
vision. It wasn’t just to have his own furniture factory,
household name, brand leader and international supplier
his intentions were deeper: John wanted to produce high
of quality, upholstered furniture came to this admirable
quality furniture with true comfort that most people
prominence from a standing start.
could afford.
The story of the company’s growth can be traced back
His motivation was to right what he saw as a social
to founder John Moran’s true passion for furniture
injustice. John thought it unfair that the average wage
excellence, his leadership and entrepreneurial
earner couldn’t afford good furniture and true comfort.
motivation. The story starts in his youth.
His ambition was to make the best but at a price for
John Moran at the start of his business with the small team of artisans that started it all in a small factory.
MORAN: A COMPANY SHAPED FOR COMFORT
The showroom was designed for buyers from retail outlets, consumers were welcome to browse then they were directed to a retailer. Moran did not compete with its own customers. Supplying department stores and leading specialist retailers was growing the company, but John saw a new, untapped channel, supplying custom built furniture for commercial projects. So, in 1979 Moran Contract was established to produce exclusive models to architect and interior designer specifications. Contract was a great success and went on to fill orders The Moran team grew and grew to become
for the most prestigious interiors in Australia including
hundreds of employees. This image was
hotels, offices, theatres, parliament house, embassies
used on a Christmas card, reinforcing the
overseas and even private planes and yachts for
team aspect of the business.
celebrities. James Moran, John’s son, joined the company and took over the management of Contract, which went from strength to strength.
In 1994, part of the Moran factory complex burnt to the ground.
everyone. John hated waste and, as cheap furniture didn’t last, for him, manufacturing second rate wasn’t an option. He was into sustainability before the practice had a name. Starting from scratch in a modest garage, John had complete confidence that he was on the right path. It wasn’t long before he moved his business into a factory building. He was not only an excellent craftsman but his belief in his products made him a top salesman and soon buyers from department stores were regulars at Moran Furniture placing their orders. Weir Street in Tooronga, a central location in Melbourne, soon became known as the Moran street. As the orders from retailers rolled in the company grew and, gradually, Moran Furniture took over factory buildings on both sides of the road. A showroom was also opened alongside, where stylish sofas and beautiful chairs showed off the breadth of Moran’s offerings.
ICONS: A HISTORY OF AUSTRALIAN FURNITURE MANUFACTURERS
As president of the Furniture Industry Association of Australia (Vic/Tas) John was closely involved with the Furnitex exhibition and met with the official guests. Here he is pictured with FIAA CEO Graeme Cock, Graham Waterson and Terry Bracks, wife of the then Victorian Premier, Steve Bracks.
The orders for Moran Contract were huge, the company
It was quite a thrill to have the furniture back in the
secured Australia’s major projects including Crown Casino
factory and to see, over and over, how the high quality
in Melbourne where 4000 pieces of upholstery were ordered
construction was good as new.
and ranged from gaming stools to high roller furnishings to fitting out the VIP suites in the hotel. All completed and
In a brilliant marketing move, to take commercial
delivered and on time for the opening. The Sydney casino
advantage of the longevity of the products, in 1982
ordered around 3000 pieces.
Moran invented the first furniture guarantee in Australia. It was an innovative move, the ultimate
Around this time the Moran Research and Development
declaration that John Moran stood behind every one
unit was created to develop the many new models that
of his products. The warranty gave Moran a powerful
were being offered, refine furniture construction and work
marketing edge, now the company wasn’t distant from
with specifiers to bring to life their unique concepts.
the consumer but there was someone at customer service to look after any concern or query.
The Contract division also looked after a custom re-upholstery service for residential and commercial needs. It was now 16 years since the Moran brand was launched and if the furniture required new covers,
Moran was the first furniture company to sell aspiration
Moran’s tradesmen were the most appropriate to refresh
through the interiors shots. The styling of the imagery
the furniture they had built.
reflected the time, luxury delivered by great upholstery.
MORAN: A COMPANY SHAPED FOR COMFORT
Around 1984 Moran started to export furniture. This expansion overseas proved to be an important strategy as the demand for Moran in New Zealand South East Asia grew. It was an unusually progressive move but the quality and reputation cemented Moran’s place in overseas markets. Moran was already thinking about ‘global manufacture’ and established a licensed factory in Christchurch to manufacture Moran exclusively for the New Zealand market. This continued until mid 2000s when tariffs between New Zealand and Australia were dropped and NZ became an export market with a Moran re-sellers network across both islands. The Research and Development unit had been working
The high manufacturing quality started with the
on the most viable way to include expensive hand-made
construction and included the most perfect fabric
manufacturing techniques into mass produced furniture.
matching.
Moran was the first company to incorporate spring cell seating in the mid 1980s. Never resting on their laurels, a few years later Moran was the first manufacturer to reinvent motion furniture in Australia. Moran developed a relationship with Action
The ongoing work on increasing the comfort of Moran
Lane, the world’s second largest manufacturer of recliner
furniture reached a new high when in the early 1990s,
mechanisms. The Moran Recliner range was developed
Moran was the first to use the eight-way hand tied
to huge consumer acclaim. The Spoiler was the first on
process in mass production. Moran was now the ultimate
the market and remains popular to this day.
in luxury furniture. Clever marketing educated the retailers and consumers on the Moran difference and Moran’s essential qualities for comfort and long life performance.
Moran was the most prolific chesterfield
The kiln dried hardwood necessary to withstand climatic
manufacturer in Australia.
variations, tempered steel memory springs to ensure the base delivers healthy, body correct support allowing muscles to genuinely relax. Moran fabrics and leathers were sourced from the world’s best mills and tanneries. The product design was just right and business was booming when the worst event for the manufacturer occurred in 1994 – one of the buildings in the Moran compound was razed in a massive factory fire. John made the news when he kept all his staff on the payroll during the re-location and establishment of new premises even though they were not able to work and his loyalty to his staff was returned by them.
ICONS: A HISTORY OF AUSTRALIAN FURNITURE MANUFACTURERS
Always on the fashion pace, Moran design was always in tune with the directional modern market segment as well as the traditional.
The new Noble Park plant on Melbourne’s outskirts
The awards started coming. John was recognized in
eventually incorporated state-of-the-art technology and
2001with the Medal of the Order of Australia for his
proved to be an excellent manufacturing, distribution,
service to the furniture industry particularly in manufacture
customer service and administration centre. The plant
and training and to the community in general.
grew to become the largest furniture manufacturing site in South East Asia.
In 2001and 2003 Moran Furniture was recognized with the Prime Minister’s Employer of the Year award. In 2002
The factory was impressive, vast and light with the many
Moran won the Exporter of the Year award recognizing
trades working side by side to fulfill customer orders.
all aspects of product and business excellence.
The finished stock was wrapped and stored waiting for the Moran branded semi trailers to deliver the beautiful
Market research showed that five out of 10 people knew
furniture all around Australia.
the Moran brand. The high profile was the result of the massive penetration of Moran into Australian homes.
The volume produced was extraordinary: for example,
John said he believed the brand’s success was a result of
just in the chesterfield category alone, Moran had the
word of mouth praise.
market cornered. As Australia’s biggest manufacturer of the traditional deep buttoned sofas, the company built around 4000 each year. A sideline was launched around this time: Moran Home offered a collection of after market products and consumables to enhance the Moran owners’ experience. The products ranged from Moran branded leather cleaners to feathers to bolster feather filled cushions and even castors.
As contemporary styles became more fashionable, Moran advertising became slicker and sleeker with the most prestigious photographers pushing the boundaries.
MORAN: A COMPANY SHAPED FOR COMFORT
Customer referrals were well supported by Moran’s
There were now around 70 upholstered furniture
use of innovative marketing techniques with consistent
designs, all built according to the world’s best practice.
and prominent promotion included booking the inside
Five ranges offered Moran comfort for any decorating
covers of leading homemaker magazines. John featured
need. Classics designs included elegant, traditional
prominently so the brand had a human face. Moran’s
settees and chairs, often with round arms and eight-way
desirability was intensified when the most popular game
hand tied and spring cell construction. The Concept
shows had contestants battle to win a Moran piece. High
range was highly contemporary, often modular with
quality, glossy catalogues were printed showing Moran in
steel construction and sleek lines. Action furniture was
the most aspirational contexts and television advertising
premium, luxury motion furniture including home-
brought the brand right into the living room.
theatre seating. Private Label manufacturing provided custom designs for home brand customers.
At this time, Moran was exporting 10% of product from the Melbourne plant. Prestige of the Moran brand
Once again, in 2004 Moran was named the FIAA
grew in Asia when the Prime Minister of Singapore
Exporter of the year with showrooms and sales now in
and his son bought several pieces. Moran had 10 outlets
Japan, Singapore, Thailand, Malaysia, Korea, Hong
across Asia; four in Singapore, two in Malaysia, one in
Kong, Taiwan, New Zealand and UAE. The retailers
Jakarta. In Hong Kong Moran had a long and successful
accredited to feature the Moran range were market
relationship as principle furniture supplier to Banyan
leaders in their respective territories.
Tree’s three stores (later re-branded as Indigo Living). Banyan Tree established a Moran Gallery store right
By 2006 Moran had produced a million pieces of
in the middle of the Hong Kong high-end shopping
furniture and pioneered export into nine countries.
precinct alongside the world’s leading fashion brands.
The design offer included over 150 styles with an equal balance of Classic and Contemporary looks.
John Moran passed away unexpectedly in 2003 aged 65. However, his inspiration and vision continued through
Contract continued to be an extremely successful volume
his staff in his absence.
supplier of custom designed commercial furniture.
When 2004 rolled around, Moran was producing 200
Moran Furniture has become an iconic brand because
upholstered pieces per day in Melbourne. The company
it kept its promise to deliver true, luxurious comfort and
became Australia’s largest fully vertically integrated
longevity; that Moran pieces are now heirlooms says it
upholstery manufacturer, producing the majority of its
all. From a one man operation in a garage to become a
own component parts.
famous global supplier is a unique achievement.
John Moran was very handson in the manufacturing and marketing of the product and was enthusiastically involved with every detail.