New Zealand soft furnishings brand BAYA has launched a 270 sq m showroom in Melbourne’s design-focused Richmond district. The company, part of the Furtex group and led by the Heath family’s third and fourth generations, is now eyeing the US market for future growth.
Establishing a Presence in Australia’s Design Capital
BAYA’s new Melbourne showroom, designed by New Zealand’s Sebastian Negri and Tim Webber, sits among leading design brands such as Poliform and Jardan. “We quickly realised we needed a centrally located space to service clients we’d built up from the show,” said Sam Heath.
He was referencing the brand’s presence at The Design Show Melbourne in 2023 and The Design Show Sydney in 2024.
Richmond was selected for its location near the Tullamarine warehouse and its reputation as a key destination for interior design.
According to Heath, BAYA’s target market in Australia includes architects, interior designers, and retail partners operating hybrid showroom-interior design models, such as Norsu Interiors, Trit House, and Kira & Kira.
Positioning for Growth in Australia’s Competitive Market
BAYA has accelerated its expansion strategy into Australia after reporting a 100% increase in sales in 2024. “Covid was a good time to be in homewares and we saw significant growth in those two early years, which was the catalyst to invest in Australia and have a serious go at it,” said Sam Heath.
Competing in a larger market, the brand is focusing on its New Zealand design identity and natural materials. “One thing that differentiates us is our NZ design. We really focus on details. We spend a lot of time on colour,” said marketing manager Mason Feehan.
On product sourcing, he added, “NZ wool has such a great name in the market. You go to Australia and look at what premium rugs are crafted from, and they all mention NZ wool. All the best brands have NZ wool in their rugs.”
US Market Expansion Plans Underway
BAYA is preparing to enter the US market, following strong momentum in Australia. Preliminary research with New Zealand Trade & Enterprise has yielded early interest. “We’ve had interest from US-based interior designers and retailers already,” said Sam Heath.
The approach will be measured, focusing on research, trade show involvement, and identifying the right market entry points. “This will include some paid research, potentially attending a trade show, building a network, and getting the lay of the land on what state to enter first, as well as the logistics, distribution or agency models.” Heath also flagged tariffs as a known risk.
“Tariffs are a concern, but at the end of the day, we’re importing products, so we’re always going to be at risk of tariffs, just like many businesses in our space.”
A Legacy of Craftsmanship and Global Reach
Furtex began in 1939 in Dunedin under founder Arnold Heath and remains a family-run business today. The third and fourth generations now lead the company, with Sam, Josh, and Louis Heath managing sales and marketing, their father David in charge of sourcing and design, and uncle Ben overseeing operations and finance.
The Heath family introduced BAYA to extend Furtex’s heritage into the premium soft furnishings market in 2022 , combining New Zealand design with craftsmanship from long-standing global partners.
Conclusion
BAYA’s expansion into Australia and upcoming plans for the US market reflect its ambitions to establish itself as a premium New Zealand design brand on the global stage.
“We’d like for Australia to become larger than our New Zealand business, which it’s not too far from achieving,” said Sam Heath.