Blamires are re­ally clean­ing up

Weekend Gold Coast Bulletin - - BUSINESS - DENIS DO­HERTY­

WHEN your com­pany is 50 years old you can as­sume there’s some lee­way when it comes to dad jokes.

But Burleigh-based sup­plier of clean­ing, hy­giene and wash­room prod­uct XO2 takes them to a new level.

Al­most ev­ery prod­uct from the sup­plier comes not just with a pun-tastic name, but they of­ten carry a sec­ond line just to bring the joke home.

Take their sand­pit cleaner and sani­tiser, Sandy Cracks. “I’ll clean your pits.” Chief ex­ec­u­tive of­fi­cer David Blamire ad­mits the com­pany has a dad-jokey vibe.

“We’re cheeky, we’ve got a lot of per­son­al­ity but we’re also about get­ting down to busi­ness as well,” he said. “We like to brighten our cus­tomers’ day.

“Of­ten the people us­ing our prod­ucts are clean­ers who are work­ing through the night so if we can make them smile that’s a bonus.”

David’s fa­ther Gor­don founded the com­pany in 1968, op­er­at­ing from the fam­ily garage in Ash­more.

“Back then it was called He­len Shores Clean­ing Sup­plies be­fore it went through some merg­ers, all of which led to re­brands,” he said.

Even­tu­ally the com­pany mor­phed into the more in­nocu­ous To­tal Clean­ing Sup­plies.

“When we did a re­brand and we took the brand through a dis­cov­ery ses­sion we found the main value that our clients felt we held was care,” Mr Blamire said.

“So XO2 stands for kiss hug, or love. That is the feel­ing we want ev­ery­one to have when they ex­pe­ri­ence our ser­vice. So while it is a bit of a lovey-dovey mean­ing we also wanted some­thing that was a brand­mark so that’s why we went with a al­phanu­meric sym­bol.”

Now op­er­at­ing from the XO2 head­quar­ters in Burleigh Heads, the Blamire fam­ily have seen the Gold Coast change dra­mat­i­cally dur­ing their 50 years in busi­ness, with their prod­uct of­fer­ing adapt­ing to the chang­ing land­scape as well as the tourism and hos­pi­tal­ity booms dur­ing that time.

With pre­vi­ous ex­pe­ri­ence in the in­dus­trial pack­ag­ing in­dus­try, pa­tri­arch Gor­don Blamire made it his mis­sion to not only keep their busi­ness eth­i­cal and con­sumer-ori­ented but at­tain clients for the long term.

Through the Gold Coast’s boom in tourism, tech­nol­ogy and in­ter­na­tional events, XO2 has been able to es­tab­lish a dig­ni­fied list of loyal clients who trust their ex­per­tise.

Hav­ing passed the busi­ness on to sons Chris and David, Gor­don’s fo­cus is now in the men­tor­ship and guid­ance of the com­pany’s staff, a role he be­lieves is key in en­sur­ing that staff are happy and mo­ti­vated to come to work ev­ery day. The com­pany has grown to 19 full-time em­ploy­ees along with a raft of sub­con­trac­tors and now sells about 2500 prod­ucts.

“As a fam­ily busi­ness, it’s im­por­tant we cre­ate a fam­ily en­vi­ron­ment for all of our staff,” Gor­don Blamire said.

David Blamire said he joined the com­pany in 2001, fol­low­ing in the foot­steps of brother Chris who joined in 1999.

“We’re now a na­tional busi­ness with some in­ter­na­tional reach so we are start­ing to re­ally go for it,” he said.

“Our eCom­merce plat­form gives that na­tional reach and we have a grow­ing busi­ness in Tas­ma­nia and the main­land cap­i­tals.

“We ac­tu­ally go bet­ter in re­gional Aus­tralia be­cause I think they con­nect bet­ter to the hu­mour.

“Our big­gest seller is Bobby Daz­zler which prob­a­bly ex­plains why we get a big fol­low­ing in the 40-55 year olds.

“They love the brand and they re­ally be­long to it.”


X02 Founded: 1968 Em­ploy­ees: 19 Busi­ness: Sup­plier of clean­ing, hy­giene and wash­room prod­uct Fa­ther and son Gor­don and David Blamire at their clean­ing prod­ucts busi­ness XO2 in Burleigh.

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