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Case Study

Shamic Sheetmetal Continue to Innovate with Solid Support From Headland

Shamic Sheetmetal Continue to Innovate with Solid Support From Headland

The History of Shamic Sheetmetal

Shamic Sheetmetal (Aust) Pty Ltd was established in 1978 as a fully Australian owned and managed family business, manufacturing sheet metal products.

Under the direction of Eric Woodgate, Managing Director, Shamic rapidly gained the excellent reputation they have today for providing high quality sheet metal units and parts for a wide range of customers – from small producers to large multinational companies including motor vehicles, electrical and electronic products and industrial components and parts.

In 1985, the sheet metal specialists began manufacturing wood heaters, acquiring the rights to an array of well known heater brands between 1998 and 2001, with gas heaters added to their impressive portfolio in 2001.

Having grown extensively over the years, in 1998 Shamic moved to a larger manufacturing and warehousing facility in Croydon, VIC.

Today, Shamic now manufacture and sell the full range of HeatCharm, Arrow and Coonara wood and gas heaters, across Australia through a huge network of over 150 distributors. With strong relationships with distributors across the country, Shamic pride themselves on staying true to Australian suppliers and the industry, employing expert staff to support the local market.

trulaser 3030 fiber

Remaining Competitive

Shamic provide a vast service offering for customers, manufacturing sheet metal products as well as heating products, which gives them a competitive advantage. Luke Crosthwaite, General Manager, explains that building quality partnerships with customers is a further factor to Shamic’s success.

“We ensure that we take the time to understand the needs of each individual customer and cater for those needs. When we secure a customer, we keep them for life.”

Luke says the company also place high importance on using new technology to ensure that their processes are as efficient as possible.

“We keep up to date with new technology and new machinery that can help us deliver the highest quality products to our customers in the most efficient way. Automation is crucial for us – our employees run a single shift but lights out manufacturing means our machines run multiple shifts. Using the latest technology keeps us competitive; our machines are quicker and faster.”

Importance of Reliable Machinery

With four TRUMPF machines already in their warehouse, Shamic purchased the TRUMPF TruLaser 3030 fiber laser because they knew the reliability and quality of cut that the machinery provides.

The sheet metal specialists wanted to update the latest technology to improve business efficiency, speed and output. Shamic moved from a CO2 laser to a fiber laser, favouring the newer technology.

Luke says “we have a variety of TRUMPF machinery in our warehouse, including our TruLaser 3030 fiber and four press brakes. Our warehouse is fully automated and we rarely have issues with any of our TRUMPF machinery, which is down to the fact that they’re German-made and therefore the highest quality possible.”

TruLaser 3030 fiber

“Headland Are Top of Our List”

Luke explains “Headland have taken the time to get to know us and our business. We have machinery in our warehouse manufactured by other companies who don’t give anywhere near the level of support that Headland do. The technicians are knowledgeable, trained well and clearly understand the machinery inside out – and the service team are responsive.”

“We have a longstanding relationship with Headland and it’s incredibly important to us. Their sales team know our business well, making the process quick and easy for us. If we’re looking to invest in new machinery, Headland are the top of our list.”

Technology is Where the Industry is Heading

Luke believes that the industry in general is steady. While the demise of the automotive industry hasn’t affected the sheet metal manufacturers, it means that smaller players have disappeared, leaving the bigger companies who have invested in technology to remain.

With competition increasing with overseas markets, Shamic are finding themselves competing with China on their products – with many customers returning to Aussie manufacturers due to further issues they’re experiencing with overseas manufacturers.

Luke says “import issues and lack of response mean that customers are more interested in Aussie businesses. Expectations are high, so pressure on manufacturers is significant. We have to be responsive to local requirements, and in doing so, we rely heavily on our machinery, so investment in technology really is key if you want to remain competitive nowadays.”

Our Experts

Warrick Theron

Warrick Theron

Territory Sales Manager

1300 138 285


Adrian Albanese

Adrian Albanese

Business Development Manager

1300 138 285