Page 22 - Ei Christmas Magazine 2025

22
Sales & Marketing
cont.
Australia
Brooks Review 2025
• Brooks Australia is on track to finish 2025 approximately 4% above last
year, closing just over the AU $20 million mark. While the year has been
challenging, particularly with a surge of new competitors entering the smoke
alarm market, most half our price, our ability to deliver growth is a clear
testament to the team’s resilience, focus, and hard work.
• Holding and improving our position in a tightening market
underscores the strength of our brand and channel relationships.
• This year we proudly launched our new national strategy,
“Brooks Brings It All Together,” at Fire Australia 2025. Built
around four clear pillars, FireAlarm FireAlert, Firefocus, and
FireTracker, the model is already helping us tell our story in a
simpler, more confident way. Teams across the country have
been sharing the framework with customers and partners, and
the response has been fantastic.
• We also kicked off the first wave of new products that fit
perfectly into this strategy. Our new Firefocus system brings
residential and commercial worlds together with smart
app-based capability, while the FA40 broadens our residential
offering taking our Smoke Alarm offerings to a broader base.
These releases set the tone for what will be a pipeline of
innovation ahead.
This year also gave us a
moment to reflect and honor
the passing of Peter Brooks,
the founder of Brooks
Australia. Peter’s partnership
with Mick Guinee many years
ago laid the groundwork for
the strong Brooks–Ei.
His legacy lives on in the
values, energy, and resilience
of our people.
We are thrilled to celebrate two huge service milestones
Both have contributed enormously over the years and continue to help
shape who we are as a team
Outlook 2026
Looking ahead to 2026, we anticipate a more positive trajectory. Moderate
uplift is expected from QBuild, along with the very early phases of
Queensland’s legislative 10-year replacement cycle. While the major impact
of this cycle will be felt more strongly in 2027–2028, 2026 should see the first
signs of momentum. In addition, continued execution of our Pillar Strategy is
set to drive stronger sales performance, with forecast to reach approximately
$26 million.
Overall, 2026 is shaping up as a year of steady improvement and strategic
growth opportunities as key initiatives and market drivers begin to align.
The new Firefocus System The new FA40 Panel
Jason Lohf
25 Years
Michael Zang
15 Years
The Brooks Exhibition Stand 2025
Peter Brooks RIP Long Service