Flooring specialist Godfrey Hirst is celebrating 160 years of local manufacturing, and if General Manager Jane Fletcher has anything to do with it, it’ll be around for 160 more.
Mrs Fletcher, who has worked her way to the top of the Geelong-based business since landing a Christmas casual role more than 30 years ago after completing her Commerce degree, is determined to weather the storm battering Australian manufacturing.
“We’re focused on long-term stability and building a resilient foundation for growth,” she said.
“I feel responsible for our future in that regard, as do most people here. We're all pretty passionate about Godfrey Hirst.”
That passion has seen Mrs Fletcher rise through the ranks — from accounts payable clerk and roles in production planning to Chief Operating Officer and now, General Manager.
But the challenges literally keep her awake at night.
“Demand for carpet is declining in Australia with costs increasing, making manufacturing quite challenging for us,” she said.
“When I joined the company back in the ‘90s, there was carpet in every room in the house except the kitchen and bathroom.
“Now, hard flooring is the trend, and many houses just have carpet in the bedrooms and maybe the lounge room.”
Then there are soaring energy costs.
“Our electricity and gas costs have almost doubled over the past couple of years,” Mrs Fletcher said.
“Gas security is one of the things that keeps me awake at night. We've installed solar on all our sites, but it only covers about 30% of the electricity we use.”
Labour costs and compliance also have a huge impact on international competitiveness.
“We’re really up against China and Asia, given they can import product similar to ours for less than what we can make it for,” Mrs Fletcher said.
“Our commercial division — mainly tiles — is in a particularly competitive space, given tiles are far easier to physically import than rolled carpet, which is bulky and heavy.
“While Godfrey Hirst ensures our suppliers meet minimum ethical and safety standards, including those related to modern slavery and worker welfare, we’re aware that some Asian manufacturers may not uphold the same commitment.
“For us, safety is a top priority. We've recently introduced a Zero Harm initiative and invest hundreds of thousands annually to uphold the highest safety standards.
“While this is unquestionably the right approach, it does create challenges when competing with regions where such standards are not enforced equally.
“This is just one example. Added to the extra cost of wages, energy, environmental compliance and taxes, the cost of doing business in Australia is just horrendous.”
“While manufacturing equipment represents a significant investment, I believe Godfrey Hirst’s success stems from our commitment to investing in the future,” Mrs Fletcher said.
“We have witnessed our competitors shut down or are about to shut down, and you’ll find their equipment is very old and poorly maintained.
“To keep our type of manufacturing competitive in Australia for the next 20-50 years, a manufacturing sovereign capability fund needs to be set up by the Federal Government.
“The only way to overcome our increased costs is to improve efficiency and productivity through modern, efficient equipment.
“Most of our current equipment is ageing and gas-dependent. Replacing our equipment with world-class, non-gas equivalents will require significant investment.
“How do we invest millions of dollars to do that again without government support?
“It's not just us; it's manufacturing in general. Nearly every week we hear of other manufacturers in Australia closing or moving offshore because they can’t compete on a global basis.
“To remain competitive with Asia, we need meaningful government support — especially if Trump’s tariffs push global flooring exporters to offload excess product into the Australian market.”
Godfrey Hirst was an Englishman who trained as a weaver in his family business.
He moved to Victoria in search of a warmer climate and began work at the Victorian Woollen & Cloth Manufacturing Company, which was established in Geelong in 1865.
He launched his own business manufacturing flannels in 1888 and partnered with a wool broker and fellmonger to buy the derelict woollen factory in 1890.
Over the years, the company evolved into manufacturing blankets, rugs, tweeds and worsteds as well as flannels.
It remained in the family until the 1960s when the focus became carpet production.
In 2018, the business was acquired by Mohawk Industries, the world’s largest flooring company, and expanded its product offerings and capabilities on a global scale.
As well as tiles, Godfrey Hirst has also diversified into resilient flooring.
Most Australian manufacturers are desperate for skilled staff, but Godfrey Hirst has a loyal and highly skilled workforce — with many employees still on the payroll after 40 years.
Mrs Fletcher attributes this workforce success to the positive culture she’s helped create.
“We're working hard to foster a more inclusive environment where everyone feels welcome, respected and part of the team,” she said.
“Communication is key. We’re making sure people feel recognised when they do the right thing. It's treating each other with respect and calling out people who aren’t. No one should feel like they’re just a number.”
Internal growth by promoting from within and upskilling existing employees where possible is a priority.
"A great example is how we train shop floor employees to become tufting mechanics, responsible for maintaining our large-scale carpet-making machines," Mrs Fletcher said.
“They undertake a four-year TAFE course here in Geelong while working full time."
It’s fitting that Geelong’s National Wool Museum has been chosen as the venue for the 160th celebration later this year.
The museum is also curating an exhibition to honour Godfrey Hirst’s history and impact on the region.
Mrs Fletcher herself has a link to the Hirsts.
“I was sent an article last week that revealed Godfrey’s son, Willie, lived in the street later named after my family,” she said.
“My family has been in Geelong since the first ship turned up. It’s likely Willie would have been my great, great, great grandfather’s neighbour.”
“With further inroads into sustainability to help navigate the challenges we face, we’re expecting to be here for another 160 years,” Mrs Fletcher said.
“Hopefully trends will change, and shag pile carpet will be all the rage again!
“Apparently, before my time, customers would receive a free rake if they ordered a certain amount of shag pile carpet.
“Whatever happens, we'll survive.”
Godfrey Hirst has been a member of Australian Industry Group since 2000.
“Australian Industry Group membership is hugely beneficial. The legal advisors are helpful and responsive; when we ask for help, we get it straight away. The courses I’ve done with Australian Industry Group have been great.” — Jane Fletcher, General Manager, Godfrey Hirst.
Wendy Larter is Communications Manager at Australian Industry Group.
A former journalist for newspapers and magazines including The Courier-Mail in Brisbane and Metro, the News of the World, The Times and Elle in the UK, she is passionate about giving businesses a voice.
