“Culture Is Vital To Everything.”

CEO Peter Berkowitz credits Berkowitz Furniture’s century-plus success to flexibility, loyalty and the power of personalisation.

- Julie Cooper

The furniture industry isn’t what it used to be. At least, that’s what Berkowitz Furniture CEO Peter Berkowitz says. And, as the fourth-generation owner of the family business, Peter knows what he’s talking about. He’s witnessed tremendous change over the years, but the biggest has been the competition.

“When I first joined the business, our only competitors were other family businesses,” Peter shares. “As the years went by, many of the family retailers closed or sold their shops, and big corporate companies took their place.”

It’s been a challenge for Berkowitz Furniture to keep up with the big box stores, but with more than 100 years under its belt, it’s clear this Australian-owned furniture retailer is doing something right. For one thing, what Berkowitz lacks in size, it makes up for in agility. “We’re not as big, so it can be hard to compete with the big guys on certain things,” Peter explains. “But being a family-run business means we can change things relatively quickly. We have the flexibility.”

The premier furniture retailer also offers customisation, so its customers can create a furnished home that’s as unique as they are.

“We always say, ‘Don’t compromise, customise,’” Peter says. “We offer an array of sofas and hundreds and thousands of ways to customise them in terms of fabrics and sizes. We also have staff in our shops who can help advise customers to choose the right customisations for their lifestyles.”