On the floor of one of the offices in StyleRide Australia’s new site in Acacia Ridge, Brisbane is a collection of components. Scattered across the floor, it’s not an example of clutter. The parts are instead open for various StyleRide workers to come in and have their say on how the intricate features of StyleRide’s seating models can be changed to become an even better product.
In a sector filled with larger companies and international influence, StyleRide is embracing a unique approach to growing as a small local business, and it all boils down to involving all StyleRide workers in the decision-making process.
When the seating manufacturer went through a restructure last year, as a response to market ripples, managing director Garrin Angel saw a need to build the business by focusing on customer engagement. His latest hire to the StyleRide Australia leadership team is the result of his wish for StyleRide to become the friendly face of the Australian bus and coach seating sector.
“We’ve brought in a new national business development manager, Simon Allen, to change the strategic direction of both our customer engagement and product strategies,” Angel told ABC.
“Simon’s depth of experience is going to result in immediate benefits to our customers, who will now have a new point of familiarity with our business and can look forward to us expanding our product range.”
Throughout StyleRide’s history in Australia, even when acquired by Italian seating company Lazzerini, it has sought to stay within the nation’s niche bus sector. Yet the appointment of Allen is a step into the unknown for Angel, with Allen being relatively new to the bus industry.
Angel says welcoming a new face into StyleRide highlights the growth that has occurred in Australia’s bus and coach industry, where personal relationships in the sector have given way to more corporate structures as major operators excel and suppliers support them.
“It’s exciting as Simon is relatively new to the industry, but his key account management capabilities will allow him to operate at corporate levels while also helping independent operators,” Angel says.
Although he is new to buses and coaches, Allen knows plenty about transport seating. He’s been working with driver seats for around 30 years in Australia, including recent forays into the rail industry.
Allen says the similarities between the rail and bus industry makes it easier for him to adjust to the new market he’s now in.
“It’s a different industry and it takes a while to get my head around everything involved but I’m very excited about this new role in a different sector,” Allen told ABC.
“I’m looking forward to meeting as many people as possible and creating opportunities for us and the wider network.
“I want to bring a personal touch to the business and converse with industry members firsthand to welcome customers into the StyleRide family.”
Already the appointment of Allen is paying dividends for StyleRide.
The new two-person leadership team at the Australian seating manufacturer offers a contrast of styles that both men agree works to complement their individual skillsets.
While Angel now gets to focus more on the operational side of the business, Allen will take over the customer relations segment and focus on promoting the StyleRide brand.
“He’s very creative in integrating products and creating market opportunities,” Angel says.
“The way it works now is Simon will bring us the baby and our success, while I’ll be going through the labour pains for him.”
Allen’s method of engagement brings another level of detail to the business that Angel says will give customers a single point of contact for sales and aftersales activity.
In his early days at StyleRide, Allen is embracing the new skills he can introduce to the seating manufacturer.
His goal is to get out to as many industry members as possible to spread the word about what StyleRide is doing and how it is improving as a company.
This includes StyleRide’s ability to customise seats for customers at any stage of the manufacturing process.
“Having the ability to say yes to the customer in every instance to meet their desires and passions is a big bonus for us,” Allen says.
“We’re already discussing with customers how we can take our support elements of the business to the next level, so we become more than just a seat supplier for these operators.”
This sharpened focus will also veer towards the electric market, with Allen and Angel agreeing that StyleRide’s ongoing facelift of its products will allow for more ultra-lightweight products to suit zero-emissions minded customers.
While doing so, the pair also share a generous philosophy on making the lives of all StyleRide employees better in the long run.
Both say they are more than “just two guys in an office”. Allen already feels a deep responsibility to the business, proving he’s the perfect fit for the role.
“Culturally we want to have our whole team involved in bigger decisions around product development and refinement,” Allen says.
“I feel a responsibility to our staff in the role I’m in. It’s not just a job anymore – it’s about allowing everyone who works here to go home and feed families.
“I feel very strongly that StyleRide can drive our small economy to become a seating manufacturer that has a lasting impact.”