Why I bought the brand
Over the past eighteen months, I have been continually asked why I bought and relaunched a building brand at a time when the industry is at one of its lowest ebbs. My response is always quite impassioned.
Firstly, I am quite confident that the industry will recover in the short to medium term. The economic rebound will not be to the same level experienced during the resources boom in Western Australia. It will be to a more measured and sustainable level, that will see the best builders return to good work volumes.
The resources sector is showing real signs of recovery. Planned and commenced mega-projects will further propel the industry and there will be structural and transformational changes, which will see opportunities for those who are prepared and have what it takes. We have a definitive and measurable plan.
Secondly, there is a family history in building - it runs in our blood. My father, Frank Amara was a custom home builder in the sixties and seventies. He was an Italian immigrant and set up a successful building business from scratch. My early love for building influenced my decision to study civil engineering and then embark on a career in construction, which now spans close to forty years. During my career, I have been responsible for some $8B worth of projects spanning the building, infrastructure, and industrial sectors. Yet, I can confidently say that nothing is more satisfying than building a family home.
It was during my formative years working for my father on his building sites, that I first came across Collier Homes. What made a significant and lasting impression on me was how organised Collier Homes was, operating with pride and professionalism. As such, the brand represented an institution in the building industry. Just like a couple of other old brands that also continue to this day. So when the opportunity arose to buy the brand, I acted decisively, and contrary to the industry cycle. If you are keeping a score, that was my third reason.
My fourth reason is that I have sons who have already cut their teeth in building, construction and property. One of my sons, Alberto, is already leading the business.
So, I had ample reasons why it made sense to buy the brand. I have to say that I am proud that we are now into the third generation of a family tradition and have a high degree of confidence that we will transition to a fourth generation! My three-year-old granddaughter already says that she wants to be a builder like her Daddy.
Our vision is to become a pre-eminent quality custom home builder, developer, and innovator. I am also satisfied that our clients have selected us because of who we are. The homes that we have under construction or about to start underscore that we are on track.
Over the years, I have observed that great brands have resilience for a reason. Collier Homes is such a brand, and is now proudly West Australian family owned and operated.
Dario Amara FIEAust, CPEng, NER, APEC Engineer, IntPE(Aus) is a second-generation builder, experienced construction, and engineering executive and chartered professional engineer with some 40 years' industry experience. He has also served as Chairman of the Art Gallery of Western Australia, Chairman of the West Australian Opera Company and Chairman of Heritage Perth amongst other positions.