Dri-Glo: Lessons from the brand that’s survived nine decades
In 1930, homewares brand Dri-Glo was founded in Yarraville, Victoria when its first towel rolled off the loom. Back then, it was primarily a towels brand that graced the bathrooms of households all over Australia.
Needless to say, a lot changes over the span of 90 years. Dri-Glo is no longer only found in bathrooms, with linen, bedding and living products joining the brand’s product offerings, turning it into an iconic brand for the modern Australian.
Perhaps the biggest change for Dri-Glo came only four years ago, when then-owner Australian Weaving Mills (AWM) collapsed into administration, and sold the brand to Caprice Australia (which has its own range of home-based products, and also owns swimwear brand Mambo).
As Paul Cannon, chief executive of Caprice Australia tells SmartCompany Plus, the company believed its expertise could reinvigorate the Dri-Glo brand and make it even more relevant.