Our Story

This business took root in early 2007. Having worked for leading corporates for years in Australia and abroad, we (my wife and I) were keen to establish a business of our own. She was a techie and I was an avid marketer - hence starting up a retail venture was an obvious choice. Being short on start-up funds, we put our small savings to work and took the first baby steps to establish our own enterprise. While setting up Innovative Ventures (our new firm) was easy - what we found difficult was searching for the right product set for our soon to be launched retail venture.

It was at a trade fair in China where we stumbled across laptop stands & tables. Back then, stands for laptop and notebooks were novelty products and hardly anyone in Australia had seen or heard about these innovative products. Having worked in the IT field for years, we were both avid users of Laptops & Notebooks and hence these products appealed to us intantly. After using the samples we brought back from the trade fair for a couple of months, we found ourselves convinced that these products had good potential, and thus started our focus on this niche.

Post importing and evaluating more than two dozen product varieties from a number of countries, we zeroed in on a small set of ergonomic products (Laptop Stand, Laptop Table & Notebook Stand)- which formed a part of our initial product offering on our site - LaptopTables.com.au (this very site - which has recently been given a completely new look & feel). Slowly but steadily, our new online business started taking root and we soon found ourselves serving an increasing set of individual and corporate customers across Australia.

The global financial crisis in 2008-2009 dampned the spirits of businesses across the world and no one was left untouched (including us) but we survived! Times were tough, but a consistent order flow from our beloved customers kept our business from going under.

With global confidence re-emerging in 2010 and increased patronage of online retail sites in Australia, we sensed an opportunity to grow and thus launched a second site called LaptopStand.com.au in late 2010. This new site (totally designed in-house) was an even bigger success !

2011 was one of the most successful year for us this far. What started out as a small family initiative, tranformed into a growing business enterprise. We established reseller relationship with global brands like Targus, Belkin, Kensington, Actto and also setup offices in China, Indian and USA. In last quarter of 2011, we've also laid the foundation for Defianz, our new flagship brand for ergonomic products, which will be released in 2012.

The past 5 years has been an eventful journey for us and the business. We've grown, we've transformed but our core values are the same. We still serve each customer with the same passion and gusto as we did 5 years back. No matter how high we scale - we are firmly grounded and will do so in the forseeable future. Wish us luck.

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