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The Challenge
Discount Metal Roofing Australia is a family business established by Chris Imre’s father, John, that is now run day-to-day by Chris alongside his sister, Christine, and brother, Tom. Based in Wollongong, the business manufactures its own roofing sheets onsite using two roll formers and a flashing machine, as well as supplying roofing materials, insulation, structural steel and accessories to customers across Australia.
Around two years ago, Chris saw an opportunity to diversify beyond the business’s traditional roofing supply into insulated panelling, a category he admits he knew little about at the time. No formal market research had been done with the decision coming down to recognition of unmet demand in the Illawarra region, where only a small number of suppliers dealt in insulated panels.
One of the biggest challenges was building the product expertise to meet this demand with confidence. As the sole person handling the insulated panel side of the business alongside its existing operations, Chris needed to understand the engineering and design considerations quickly, without pulling focus from the core business.
The Solution
Bondor’s local representative, Elvis, first approached Discount Metal Roofing Australia with product samples and information, inviting the business to take on the range. Over the following two years, Elvis provided hands-on support with product knowledge, design guidance and the engineering side of quoting, allowing Chris to build the confidence to handle most customer quotes independently.
What attracts his clients to the products, in Chris’s words, is their simplicity. Compared with traditional builds involving posts, girders, rafters and separate roof sheeting, insulated panel systems require far fewer components and a shorter install time, appealing strongly to smaller operators and one-person installers working on patios, extensions and awnings. Customers are also attracted to the product due to its finished aesthetic, a clean, uniform ceiling with no visible posts or beams, paired with high thermal performance from the insulation profile. The all-in-one insulated system is simple from start to finish with numerous options of insulation thickness and panel length allowing for a variety of purposes from industrial warehouses to a residential home or an outdoor patio.
Demand has been strongest in the growing residential corridor south of Wollongong, including new high-value estates in Shellharbour and Shell Cove, where large-scale home builds are driving demand for patios, awnings and outdoor living additions. Chris also credits word of mouth and growing product awareness with steadily increasing enquiries, as more customers become familiar with the benefits that insulated panelling offers over standard alternatives.
“It’s not just on top but underneath; you don’t see any posts, you don’t see any beams, it’s just uniform,” Chris said.
“A lot of people come in and say, wow, we’re really, really happy on how it’s been installed, and the look of the product.”
Against larger competitors, Chris positions the business’s family ownership and personal service as a key point of difference, pointing to consistent five-star customer reviews and a focus on after-sales support that he says larger operators don’t always match.
