HISTORY

THE Lubrimaxx Group of Companies

Over 25 years experience in the lube oil business, including major oil companies and manufacturing operations, gave the existing Lubrimaxx MD an ideal background to head Australia’s newest and most dynamic lubricants company. Lubrimaxx began as a “boutique” oil company and began trading in November 1987 at premises in Mulgrave, Victoria.

“Consumers should not have to settle for mass marketed generic type brands but rather have a wider choice when selecting products to suit their individual needs.”

Lubrimaxx initially marketed its oil products under licence to Forte Car Care Pty Ltd and used the “Forte” brand to promote its product range.

The focus in those early days was on workshop and car franchise business which was the key market for the entire range of Forte products which included vehicle warrantees, paint protection and additives.

In November 1993 some 6 years after inception Lubrimaxx began marketing products under the Lubrimaxx brand and shortly after that in April 1994 moved into bigger premises in Moorabbin, Victoria.

The product mix began to expand as new markets were developed.

The number of products increased and the distribution policy became more focussed.

Strategically the company was applying its efforts toward consolidation as a wholesale manufacturer with the emphasis on quality products and quality people.

The products range and corporate style evolved over the next 5 years as the company sought to perfect its standards of manufacture, graphic appeal, corporate identity and service.

In October 1998 Lubrimaxx moved to a 2.2 ha site in Spotswood, Victoria.

Much later in June 2006 Lubrimaxx expanded overseas and registered a Malaysian based manufacturing company.

The initial intention was to access the local Malaysian marketplace and to service existing customers who had been buying from Australia.

In March of 2009 Lubrimaxx Manufacturing Malaysia began a serious marketing thrust into ASEAN countries.

In a parallel move Lubrimaxx also expanded into aqueous product manufacturing through the acquisition of the Eziclean brand and the creation of a separate company (Polomaxx Pty Ltd) to manufacture these products as well as provide a facility for other brands manufacture.

Along with its own development, Lubrimaxx also recognised that it needed strong, credible and secure channels of distribution. So a recruiting drive has been under way for some time to establish the Lubrimaxx brand as a national marketer via a well equipped chain of independent distributors.

Lubrimaxx’s policy of “customer first” ensures that their products are of the highest possible standard, integrate the latest technology and are available on time.

This policy has positive benefits for the Distributors who can sell product quality, competitive pricing and prompt service.

Wherever possible the Lubrimaxx group blends products to exceed design specifications and to outperform the competitors in every respect.

Today Lubrimaxx is marketed throughout the following regions:

Australia: All States have a Distributor Network. Lubrimaxx operates warehousing in Melbourne, Brisbane and Perth.

Pacific Islands: Distribution in Fiji, Vanuatu, the Solomon Islands and Papua New Guinea.

Malaysia: Distributors in Peninsula and East Malaysia.

ASEAN: Distributors in Indonesia, Vietnam, Thailand.

Other: Direct sales in Taiwan and Africa.