Villa Maison was founded in 2003 by Elly Clues.
Born and raised in the Netherlands, Elly travelled widely and lived in countries such as the UK,
Tanzania, Belgium and France.
Elly settled in Australia and identified an opportunity to bring her unique European decorating ideas
to Australia and started Villa Maison from a small office in her home. The company started as a
wholesale business, representing Elly’s favorite brand from Holland. With only 30 sample products,
no reserve stock, no warehouse and no employees, Elly ventured into her first tradeshow in Sydney in
February 2004 with a 3 x 3 meter stand. Villa Maison not only won the best small stand award, but
generated overwhelming interest in the products along with a very first sales order of $200! By the
end of the show, Elly had sold several containers of goods. By the end of the first year, Elly was sourcing
product from many suppliers, and within 2 years was designing and developing her own collections to
suit the Australian market, whilst retaining her unique European style. By year 2, Villa Maison had
established a warehouse, an office and employed their first employee, soon to grow to 8 employees. Villa
Maison started to diversify to furniture, fashion and vintage wares, and delivered over 40 containers of
beautiful products to customers. Elly was travelling constantly, sourcing new ideas, new suppliers and
establishing the base for future growth.
It became clear that Villa Maison was developing into a niche brand of homewares, so along with a
company strategy to grow the business, a decision was made to build a brand strategy, and the first
full page brand ads were placed in key Australian home magazines. To this day, Villa Maison continues
to advertise in the major home magazines across Australia.
In support of the new brand strategy, Villa Maison established its showroom in Cheltenham - Victoria,
which is designed to show customers how the Villa Maison style can be implemented into their home.
The showroom has since expanded to 600 square meters and is used for photo shoots, presentations and
retail sales. Over 4000 customers visited the showroom in 2011. VIP nights attract more than 300
customers in one evening, where presentations, decorator advice, canapés and sparkling wine are
offered to our guests.
With this expansion, Villa Maison was soon sending orders from Melbourne to countries as diverse as
Italy, USA, Kuala Lumpur and Fiji (where guests at several resorts can enjoy our products). Villa Maison
also supplies direct to New Zealand through leading stockists.
In 2010, Villa Maison started to source original Brocante and old wares from France, Belgium and
Holland. Elly travels 3 times a year to Europe to source these one off unique pieces, buying from
markets and private homes and farmhouses. These pieces are sold under the sub brand “Collection
Privé”. Nowadays containers are arriving every 6 weeks, full of beautiful products, bought with Ellys
unique style in mind, and are often pre sold before they arrive into Melbourne.
In 2011 a second showroom was opened in Armadale - Victoria. In this year Villa Maison also moved to
their new warehouse, a 5000 square meter site in Bentleigh East, employing 35 people.
Villa Maison has set its eyes on the future, taking the brand beyond the home to other areas of our life.
Villa Maison continues to be inspired by Provencal country villas and holiday escapes, where time
seems lost and you have found the perfect place to be. In true Villa Maison style ….. of course!
|Villa Maisons first Trade show 2004||Villa Maison won best small stand!|
|Elly took her first order of $200||Villa Maisons first catalogue||Villa Maisons first catalogue|