Southern Design Group, an umbrella organization managing three distinct hardware brands, has grown from a small Adelaide restoration operation into a multi-million dollar enterprise. The company, now run by co-CEOs Emily Bradley and Steve, operates as an umbrella for three brands serving heritage renovators, modern homemakers, and design professionals.
Bradley credits a shift in customer profiling for the company’s rapid expansion. The Australian Centre for Business Growth’s (AUCGB) growth modules helped the leadership team identify their best customers. Previously, the company relied on gut feelings to manage inventory, which often resulted in slow-moving stock. The introduction of an Enterprise Resource Planning (ERP) system changed that dynamic.
With the new data infrastructure, the company discontinued 2,000 low-performing products in its first year. This was a difficult decision that involved removing items with emotional value to staff, but the data provided the evidence needed to justify the cuts. The move freed up capital and improved margins. Today, the group’s revenue has increased fivefold, and the workforce has expanded from 12 to more than 100 employees.
By analyzing the purchasing patterns of customers buying through resellers, the company could tailor its product ranges to specific needs. This strategy has smoothed out revenue cycles, allowing for a better balance between long-term specified projects and fast-moving consumer sales.
While the data-driven approach streamlined operations, the company’s physical footprint expanded overseas. The expansion into the United States and Europe is now underway, positioning the group for international growth.
Sustainable manufacturing and operations
Sustainability is a core design driver for the business. The company achieved B Corporation certification in January 2026, a status that requires meeting high standards of social and environmental performance. They prioritize durable materials like brass and have incorporated sustainably harvested timber and recycled alloys into recent collections.
Operational changes have also reduced waste. Compostable mailers introduced in April 2025 have eliminated around 13,000 plastic bags annually, and they cut 64,000 meters of plastic pallet wrap. The installation of rooftop solar panels now generates more than a third of the site’s electricity, saving approximately 17 tonnes of CO₂ a year.
The Australian Packaging Covenant Organisation (APCO) rated the group “Beyond Best Practice” in 2025. Emily Bradley notes that these environmental initiatives, combined with the company’s business model, have put them in a much stronger position to scale.
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