Mirage Doors 55 Years Young And Still Evolving

Mirage Doors turned 55 earlier this year. Attached is an article published in Interior Fitout Association (IFA)'s latest quarterly magazine, which is also available at https://lnkd.in/gzBcAkqJ

This two page feature proudly celebrates our past, present and future; and provides keen insights into our evolution as a market leader in commercial & industrial door systems.

As a member of long standing, we thank IFA for publishing this feature. We also encourage any builder, shopfitter or supplier active in the fitout industry to consider becoming a member.

In January 2021 Mirage Doors celebrated 55 years in business. From a humble beginning, Mirage Doors has become part of the ASSA ABLOY group, a world wide market leader in door and access systems.

Our origins

Mirage Industries was incorporated in January 1966 by Les Doughty, a Melbourne based consulting engineer who pioneered the design and manufacture of roller grilles for the protection of glass shopfronts on hospitality premises, in particular on street frontages. The 1970's saw the advent of mall shopping centres, and Mirage's roller grilles found a new application. For many years roller grilles were Mirage's sole product focus, such was their widespread market acceptance.

An early roller grille installation

Product evolution

In the mind 1970's our product range began its expansion, with the addition of a aluminium roller shutters. The 1980's heralded on era of greater competition in the roller shutter industry, which led to a wider range of products being developed. Polycarbonate roller shutters became the staple product of shopfront door applications. In 1987 counterweight doors were added to our product range, as the need for larger size doors began to emerge. In the mid 1990's feedback from Westfield gave Mirage an opportunity to provide steel slat roller shutters for their back of house applications. In 1996 a steel slat roll former was duly acquired and set up in our Brisbane premises; which to this day gives shopping centre owners, builders and tenants the ability to purchase all their roller shutter requirements from on supplier.

In 2000, we lested and received approval for a fire-resistant roller shutter. In 2001, our wind-rated steel roller shutters were approved and certifiable for use firstly in Darwin, and later on for all on Northern Australia. In 2006, we introduced folding closures and side folding door into our     product range and in 2010 we commenced importation of insulated slats; which when added to our standard roller shutter hardware created a product from temperature control and acoustic applications.

From 2014, after acquisition by the AM Group, we were able to manufacture and install Austral Monsoon, Ansa Doors and Airport Doors products.

Market secto evolution

From 1999, it became evident that Mirage's products were suitable for a wider range of applications. The business then privoted to complement our shopfont focus with an equal focus on specifications with architects and designers, and sales to all types of general construction builders via tenders & contracts. As well as shopping centres, our products became more consistently installed on applications such as defence facilities, correctional centres, police stations, courthouses, convention centres, sporting stadiums, units, aged care development, factories and warehouses, schools, tertiary institutions and office buildings.

Our channels to market in all state and regional Australia grew strongly at this time, and our brand name and logo changed to teh Mirage Doors. With the owners' direction and support, the middle management team at the time was highly commited and energised to drive the growth of the business. Of that team, New Griffiths remains in the business. "It was an exciting era. Revenues soared as we achieved an enhanced market acceptance of our company and products well beyond expetations. We found new market niches and sectors, and we retain prominence in them to this day"

Ownership evolution

In 1989, Les Doughty passed away, and ownership of the business went to his sons, Clive and Greg. In 2008, Clive and Greg retired and sold business to Crescent Capital. Within months of the sale, the GFC affected world economies; and business conditions for many companies remained tough for several years. In 2014 Mirage Doors was sold to the AM Group. This meant we became sister companies with Austral Mansoon and Ansa Doors; and later Airport Door and Anvil Doors. This was a period of strong financial health and stability for Mirage Doors and teh AM group, was acquired by ASSA ABLOY, who are the global leader in door and access solutions. The group operates worldwide with over 48,000 employess, and has leading positions in areas such as door openings, door hardware and entrance automation. Under their ownership, our strong results have continued.

Previous owners Greg & Clive Dought (1989-2008)

Today and the future

Mirage Doors is well established in all states and terrirories in Australia, and with an emerging presence in the South Pacific. We continue to evolve our product range to suit contemporary architectural and compliance specifications. We are part of a four year world wide ASSA ABLOY group strategy to expand our product offerings via integration with ASSA ABLOY on their products, services and channels to market. Products such as sectional overhead doors, rapid roll doors, touchless access systems and glass door systems are currently or will all become progressively available via Mirage Doors and our sister companies. The group ethos remains on providing high quality security products at competitive prices, all on time, and in a spirit of collaboration with all stakeholders.

SD3000 Folding Closure