Pushing the boundaries, challenging the status quo and developing over-the-horizon technology is business as usual for Seeley International.
A recent example is the world first launch of the Braemar 7 star ducted gas heater, another testament to innovation excellence.
Seeley International founder and executive chairman, Frank Seeley AM, knows that an unwavering commitment to innovation can turn great ideas into reality.
For more than four decades he has refused to be stifled by convention, and has seen Australia’s largest manufacturer of heating and cooling systems develop an enviable reputation as an innovative market leader.
Seeley has copped his fair share of criticism from industry nay-sayers. His idea for an all-plastic portable cooler was labelled the stuff of fiction in the early 1970s – a claim proved wrong when he made more than 1000 units from his backyard shed in his first year of business.
Next he designed and developed an all-plastic rooftop cooler that revolutionised the industry. Fast forward many years later and Seeley International is still unveiling products that continue to challenge that ‘mission impossible’ mindset.
“Plenty of industry sceptics believed that no product would exceed the current ducted gas heating star ratings system, and yet Seeley International set the benchmark by producing the world’s first 7 star super energy-efficient ducted gas heater – the Braemar 7 Star,” Seeley said.
“This Braemar ducted gas heater delivers the cheapest whole of home ducted gas heating in Australia, saving consumers up to $438 per year in running costs compared to electric reverse cycle ducted air conditioning* and is testament to our commitment to ever-continuing research, development and innovation.”
Seeley believes a business-wide commitment to innovation is a fundamental pillar to its ongoing success, along with the introduction of automation for many aspects of its manufacturing activities.
“We cannot ignore the fact that for a range of reasons it costs more to manufacture in Australia, so it is vital to compensate for these higher production costs by focusing on innovation, developing world class technology and implementing high levels of automation,” he said.
“Manufacturing a unique, quality product that delivers on consumer demand generates employment and growth, and it is critical for Australian businesses to recognise an opportunity to produce the types of premium products that consumers want.”
In walking the talk, Seeley International has more than 50 engineers as part of its workforce, with more than a dozen forming the ‘Imagineering’ team to focus solely on “over-the-horizon” innovation and product development.
A team of engineers provide technical advice and ongoing support to make sure that new products are designed to incorporate leading edge technologies and cost-effective assembly methods.
It is a strategy that has proven successful time and again. Seeley International made history by launching a 6-star ducted gas heating range in 2012, to deliver a solution for consumers wanting to reduce their energy consumption and environmental impact without compromising on quality or performance.
The company set new standards with its remarkable Braemar “Super-Six” ducted gas heater in 2013 – a heater that was regarded as the most energy-efficient in the world - until the arrival of the Braemar 7 star heater earlier this year.
Another jewel in the crown for Seeley International is its hyper-efficient indirect evaporative dedicated outside air system, Climate Wizard, which is able to greatly reduce energy consumption costs and reduce the carbon footprint – using up to 80 per cent less energy than traditional refrigerated systems, and, it doesn’t add any moisture to the delivered air.
Among its many accolades, Seeley International was crowned ‘Best manufacturer – stand-alone cooling’ category at the 2013 Climate Control Awards held in Dubai, as well as scooping the Energy Efficiency and Carbon Management Award in the 2013 Banksia Awards and the 2013 Australian Business Award for Innovation.
“We are on track to becoming a billion-dollar company by the year 2020, and our 10-year plan will see us increase market share and achieve significant expansion overseas,” Seeley said.
“Hopefully now, the naysayers have learnt their lesson and know that nothing is impossible – especially when it comes to Seeley International.”
*Based on the Australian Gas Association's calculated tests.
Source: Sustainability Victoria 2013. Calculations compared to an electric reverse cycle ducted air conditioning system, adjusted to include 7 star ducted gas heater and heated area of 250m2