Corporate Profile

Originally started in 1984 by Graeme Craddock, who along with his brother Michael initially set up in the manufacture of tubular metal furniture and upholstery, supplying commercial seating and tables to the Perth market under the name Tubefurn. In the early 1990s the business had grown to a point where new, larger premises were able to be invested in, with additional powdercoating and cabinetmaking capabilities added at the new facility.

By early in the new millennium the company had further grown and commenced an importing program of task seating and workstation systems. This again meant further space was required so a new larger warehouse and office building was constructed alongside the original factory. By now sons of both founders were beginning to join the family business and worked to expand both the importing and manufacturing capabilities of the business. New products and new markets resulted in a strategic rebranding of the company, which became known as Interia Systems.

A key development in this period was the successful tendering on the state government contract for the supply of classroom furniture, with the full range being designed and manufactured in house and supplied in large quantities to both government and private educational and tertiary institutions. In these same years, the team worked hard to develop a full range of workstations and storage, to compliment existing product lines and allow for further expansion into the corporate furniture market.

By 2012, it became clear that the company’s future lay in commercial furniture, and so the business pivoted to focus entirely on this market.

After enjoying several years of steady growth and enduring the difficult years during and post GFC, Graeme’s sons were brought on board as directors and set about identifying areas of further potential growth for the business. An opportunity presented itself for Interia to acquire a local furniture dealer, Direct Office Furniture. Having supplied and worked with the dealer for many years, the acquisition opened up significant opportunity in e-commerce and growth in WA’s massive resources sector.

Within months another opportunity for acquisition emerged, and Cubispec Washroom Systems was purchased to fit in strategically with revenue growth plans that had been established. This was an entirely new product and market for the business, so provided plenty of operational challenges to go along with the revenue growth.

In these years both the importing and manufacturing arms of the business were expanded greatly, with relationships established with suppliers all over the globe and significant investment in local manufacturing technology and machinery.

Following what was a challenging 2020 in the midst of the global pandemic, and after several years of focus on and rapid growth of the Cubispec business, a strategic vision was put in place to capitalise on the significant growth potential for Interia in the national furniture market, with new European designed and manufactured products and a national presence allowing Interia to target larger and higher end commercial furniture projects.

At this same time, the decision was taken for Interia Systems to become known as Interia, to align with the company’s vision and with what our expansive customer base knew us as.