By June Ramli
Friday, Aug 23: The newly appointed Managing Director and sole owner of Ultralift, Will Strange, is setting ambitious plans for the company’s future.
With a background in sports technology and a deep-seated family history in manufacturing, Strange made the decision to acquire Ultralift in November 2023, seeing both personal and strategic value in the company.
Recognising the potential in a strong Australian manufacturing business, he was driven to invest in Ultralift, a leader in display and lifting equipment.
In an exclusive interview with DailyStraits.com at Integrate, held at ICCC in Sydney from Aug 21 to 23, Strange shared how his decision to buy the company was influenced by the unique market opportunity he identified.
Many strong manufacturing businesses in Australia were undervalued due to the impacts of COVID-19 and the aging demographic of current business owners.
Ultralift, known for its high-quality products and niche market, presented a compelling investment.
“I saw an opportunity to acquire a business with strong people, great products, and a reputation for excellence at a reasonable valuation,” he added.
Ultralift, based in Melbourne, specialises in designing and manufacturing innovative solutions for concealing televisions in both residential and commercial markets.
The company, which employs about 35 people, combines machinery with skilled human labor in its manufacturing process.
“We make everything right here in Melbourne,” Ingrid Goodyear, the General Manager of Ultralift said.
“Our products are perfect for those looking to hide their TVs, whether in a cabinet, behind hardwood, or even in the ceiling.”
One of Ultralift’s standout products is the Spartan Drop 360, designed to drop down from the ceiling and swivel 360 degrees.
“This product is ideal for spaces where you want to watch TV from different angles,” Goodyear explained.
While Ultralift serves a diverse range of markets, from major banks and universities to high-end residential homes, Strange acknowledged the evolving landscape of consumer technology.
Despite the rise of mobile devices, he believes that TVs and other display equipment will remain essential, particularly for social settings and large-scale events.
Looking ahead, Strange is exploring opportunities in international markets, particularly in regions like the Middle East, where there is strong demand for luxury products.
“People are coming to us because of our brand strength over the last 30 years,” he noted, emphasising that the Ultralift name is synonymous with quality and reliability.
Ultralift’s products are also popular in commercial settings, including hospitality and banking.
“Our products are in use by major clients like CBA and National Australia Bank,” Goodyear added.
As Ultralift continues to grow under Strange’s leadership, the focus will be on amplifying its existing success while exploring new markets and opportunities to expand its global footprint.
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