BHD has formalised a partnership with its long-term distributor, All Brands Racking, unifying operations under the company banner.
Established seven years ago by Craig Portbury, All Brands Racking provides warehouse storage solutions, including pallet racking and installations, focusing on both new and second-hand materials.
The Victoria-based company specialises in supply, design, and installation of storage systems for both commercial and residential clients.
Its product range includes pallet racking, long span shelving, cantilever racking, drive-in racking, shuttle racking and warehouse makegoods.
Historically, All Brands acted as the informal distributor of BHD. The company would purchase second-hand materials for re-distribution.
This of course included BHD products, with a combination of other products from wholesalers.
“We used to purchase off other companies, including a lot of second-hand racking, often from businesses moving out or closing down,” says Luke Jackson, General Manager at All Brands and BHD Victoria.
“If we needed new materials – everyone knows everyone – so we’d just ring around, get pricing for the job, and work with that.”
“But now, as BHD, we’re focused solely on distributing our own racking and related solutions.”
Late last year, All Brands took a step to strengthen its role as a dedicated distributor of BHD products. The company has since rebranded and now operates under the BHD banner as BHD Victoria.
“When we spoke with John Harrison, BHD’s Sales Director, he explained that the company has recently undergone a significant operational restructuring,” says Luke.
“Previously, it primarily operated as a wholesaler with direct customers. We operate under BHD, and they handle a lot of the marketing, which generates a significant number of leads and opportunities for us. That’s why having BHD Victoria makes sense – it aligns with BHD’s branding.”
Throughout December last year, while All Brands and BHD were finalising their contract, All Brands continued to purchase materials independently while also handling incoming leads.
“People would often ask, ‘Wait, I contacted BHD, but you’re All Brands Racking – what’s the connection here?’” says Luke.
“I’d explain that we’re a distributor for them.
“This new approach streamlines everything and ties it all together seamlessly. I’m very excited about this partnership. That’s one of the reasons I came here – to do something like this. I’m really enjoying it; there’s a lot of potential in it.”
What the partnership means for business and clients
This new partnership will see BHD having a larger presence in Victoria, and all services and products associated with the company will now be more accessible in the state.
Whether that involves supplying, designing and installing racking, All Brands or BHD Victoria can facilitate. As such, the products that BHD Victoria can distribute are varied.
The type of products being stored plays a role in determining the appropriate solution. For instance, if a client has a large quantity of identical SKUs in bulk, there are specific options designed to suit that scenario.
Conducting on-site measurements and consultations is critical for BHD Victoria, as it allows the company to provide tailored solutions that meet each client’s unique storage needs.
In discussing the strengths of their partnership with BHD, the team at All Brands emphasised its confidence in
the quality and reliability of BHD’s product range.
“As a distributor, we’ve put our name behind BHD’s products, which speaks to the trust we have in their quality,”
says Luke.
“We’re confident in recommending their products to clients, knowing they’re reliable and meet high standards. It’s a product we’re proud
to supply.”
Expressing optimism for the future, Luke explained that he’s eager to see how this partnership evolves.
“I hope it lasts a lifetime,” he says. “If it takes off and grows like we expect it to, the products they offer will give us a stronger market presence, which in turn will increase our revenue and help us grow together. This is a big venture for us, but we wouldn’t have taken it on if we didn’t believe in it. So far, the experience has been great.”
What else is on the horizon for BHD?
Looking ahead, All Brands is setting its sights on expanding its reach and capabilities to meet the evolving demands of the warehouse storage industry.
While the partnership with BHD provides a solid foundation, Luke emphasises that the company is eager to explore more distribution partnership opportunities beyond Victoria.
“BHD is opening up distributors in Melbourne, Queensland, and Shepparton, and they’re aiming for more distributors,” he says.
“We are excited about the opportunity to grow the business and look forward to the opportunity.”