Customer Profile: The Seatery


Creating custom-made, high-end furniture for commercial fit-outs is not a business for the faint-hearted. Deadlines are tight and customers are demanding.


The Seatery is a 100% Australian-owned firm with a reputation for high quality workmanship and completing projects on time and on budget.


Who started the company?

Known as ‘the upholstery specialists’, Managing Director Robert Horn founded the company in 1994. Robert oversees every detail in the workshop. He works with his team of master craftsmen to create the company’s range of luxurious and comfortable furniture. His team includes specialists in traditional and modern furniture. They use the highest quality fabrics, leather and cushioning.


What products do you sell?

The company focuses on the commercial sector, supplying tailor-made seating, wall-panelling and point-of-sale furniture for high-end restaurants and retail stores. The Seatery also makes bespoke pieces for discerning clients looking for elegant, sumptuous additions to their home.        Project: Domain Chandon, Yarra Valley


Their products include:

  • Booth Seating
  • Banquette Seating
  • Bench Seating
  • Hospitality Seating
  • Ottomans
  • Wall Panelling
  • Retail Point of Sale Displays
  • Fitting Rooms, Panels, Shelves


What type of businesses use your products?

The Seatery designs and builds upholstery to fit with architectural themes in the corporate and health sectors, restaurants, clubs, hotels, retail outlets and galleries.

One of their current and most prestigious projects is the $128 million Flemington Racecourse redevelopment. Working with award-winning architects Bates Smart on the new Victorian Racing Club Stand, The Seatery is providing luxurious, yet durable upholstery and finishings to create a world-class race-going venue.


What are the key ingredients to the company’s success?

To deliver successful projects, The Seatery team collaborate with architects, designers and shop-fitters. They skilfully interpret the design brief without compromising quality, deadlines or budgets.

“We work in a very competitive environment. You’re only as good as your last job,” explained Managing Director Robert Horn. “With more than 20 years of experience and hundreds of projects in our portfolio, we have a real edge over other suppliers. Our focus on quality and our ability to nurture relationships with our design partners really makes the difference.”


How have Joyce helped support your success?

The Seatery sources all its foam from Joyce Foam Products.

“In the last 3 years, we’ve relied on Joyce to supply the bulk of our foam”, said Geoffrey De Wind, The Seatery’s Admin/Logistics Manager.  For 20 years, Geoffrey worked for another well-known foam manufacturer, so he has a unique insight into the foam manufacturing process. He also knows that, for any supplier, good customer service is the key to keeping business.

“Because of the bespoke nature of the products we make, the foam we use needs to be of the highest quality and cut to our exacting specifications. The speed of quoting and supply is crucial. Joyce gave us a tool to streamline our pricing and order processes so we can be quick to respond to our customers.

“We can rely on Joyce Foam Products to give us the fast turnaround we need. And if there are any issues, they resolve them quickly.”


For more information on The Seatery, take a look at their website.



Project: Freshwater Place






Project: Private apartment, City of Melbourne





Project: Retro lounge, upholstery recovery




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