In a Price-Driven Industry, Lauxes Grates Proves There’s a Better Way to Work With Builders
What makes a good supplier in 2025?
If you ask most builders, it’s not the cheapest quote. It’s not the flashiest brochure. And it’s definitely not who shouts the loudest online.
The answer increasingly is trust.
For Lauxes Grates, that trust has been earned through consistency, empathy, and a deeply human approach to business. Over the past decade, the business has gone from niche drainage product to household name in the building industry not just for their innovation, but for the way they show up.
“We’re not just trying to get the next order,” says Michaela (Mac), who heads up marketing at Lauxes Grates. “We want builders to feel like they’re part of something. That we’ve got their back.”
And in a time when suppliers often rotate through builder relationships as fast as price lists change, that approach has cut through.
No Order Form? No Problem.
For most reps, a sales visit means paperwork. At Lauxes Grates, it means people.
“Our area managers don’t walk in with an order form,” Mac explains. “They walk in asking, ‘How’s the family? How’s the team going?’”
It’s not just good manners. It’s good strategy.
By building genuine relationships, Lauxes gains real-world insight into what builders need not just from their products, but from their partnerships. That means faster solutions, more accurate forecasting, and a more collaborative approach to growth.
“Builders aren’t just another stop to tick off,” Mac says. “They’re part of our business. We want them to feel that.”
From Reactive to Proactive
A good supplier answers the phone. A great supplier calls before there’s a problem.
That’s part of the shift Lauxes has made in recent years going from being a responsive brand to a proactive one. Whether it’s planning stock availability ahead of large jobs, collaborating with distributors on campaign ideas, or pre-empting tech updates based on installer feedback, the business doesn’t wait to be asked.
“Because we’ve worked across so many departments, we know where the gaps can be,” says Mac, who herself has worked in customer service, area management, and HQ before moving into marketing. “That knowledge helps us build better processes that serve the builder from day one.”
It’s this end-to-end understanding from warehouse to showroom to site, that makes their partnerships stick.
Culture Is the Hidden Advantage
It’s one thing to say you care. It’s another to build a company culture that proves it every day.
From internal training to customer giveaways, from brand content to Friday laughs in the office, Lauxes leads with a “people-first” mentality. And it shows in their interactions.
“We don’t do boring,” Mac laughs. “Our content is fun because our culture is fun. That alignment builds trust because people can see we’re not faking it.”
In a category where most brands default to stock imagery and vague product specs, Lauxes leans into authenticity. Their videos feature real people. Their campaigns have humour. Their product launches are paired with real stories.
And they’re not afraid to give credit where it’s due, regularly shining a spotlight on builders, installers, and distributors who go above and beyond.
Rewarding Loyalty – For Real
While many suppliers offer “loyalty programs” in name only, Lauxes invests in experiences that actually matter to their community.
In the past 12 months alone, they’ve flown builders to State of Origin games, sent top distributors on a golf trip to Tasmania, and launched a ski trip promo to Japan, all designed to celebrate long-term relationships, not one-off sales.
“It’s not just a prize, it’s a thank you,” Mac says. “We want our customers to know how much we value them.”
These experiences don’t just build loyalty they strengthen the brand’s reputation as one that genuinely walks the talk.
Helping Builders Win With Their Clients
Beyond the builder-supplier relationship, Lauxes understands that their role extends to the builder’s client, too.
That’s why they invest in education, content, and after-sales support that builders can pass on, helping them look better in the eyes of homeowners.
“Simple things like showing how easy it is to clean our grates, or how they work in outdoor applications, that helps the builder communicate value to their customer,” says Mac. “It’s a small thing, but it builds trust all the way through.”
This kind of builder enablement, giving them tools to explain and demonstrate, is often overlooked. But it’s where Lauxes shines.
So, What Makes a Good Supplier?
Based on the Lauxes Grates approach, here’s a five-point formula:
- Show up without an agenda
Don’t just try to close. Try to connect. - Invest in your people
Culture isn’t a campaign, it’s the daily standard. - Think long term, not last-minute
Plan stock, support and solutions around your builders’ workflows. - Celebrate loyalty meaningfully
Rewards aren’t bribes, they’re a thank you. Make them count. - Help your builders win
Give them tools, content, and clarity that helps them look great to their clients.
The Good Builder Takeaway
Builders don’t just want better prices. They want better partners.
And suppliers who lead with empathy, deliver with consistency, and show up with heart will be the ones builders stick with, through boom, bust and everything in between.
Lauxes Grates is proof that the best supply relationships are built on more than transactions. They’re built on trust.
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