Victorian company, Sontext manufactures a range of acoustic and noise control solutions designed to remove noise or improve sound quality in buildings.
For over 13 years, Sontext has been exporting its product to the MENA region and has held a long-standing relationship with the team at the Victorian Government's Trade and Investment (VGTI) office in Dubai.
About the CEO, Gerald Hynes
With extensive experience in acoustics and marketing, Sontext's CEO and Managing Director, Gerald Hynes identified a gap in the market for a total acoustic solution provider that offered quality products with a hands-on approach. As a sole proprietor working from home, forming strategic alliances with other companies has been one of Gerald's personal drivers.
Unique Value Proposition
Sontext offers its clients the total package of acoustic solutions, providing services similar to corporates but with greater flexibility and a more personalised approach.
Understanding how to onboard the business successfully via eCommerce has been one of Sontext's greatest strengths and continues to be at the forefront of the company's strategic marketing plan.
The company has an aggressive online, targeted, managed approach to its sales strategies, committed to following up every enquiry – no matter how small – and being very specific about their targeting.
Sontext's difference lies in its ability to combine sound-absorbing products with stylish architectural finishes – including decorative fabrics, timber veneer, or laminate finishes.
Capabilities and Strengths
Flexible in its manufacturing practices, the company offers its clients a bespoke approach and dedicated domestic and international customer service. Sontext is adaptable to market opportunities and market shifts and has a team with 30+ years of experience in the acoustic industry.
The company's capabilities include:
- being able to fulfill large and small orders
- efficiently responding to clients' needs
- producing solutions quickly
- flexibility.
With an ever-expanding team, Sontext offers its clients estimation, design services, and installation.
Export Markets
Sontext has been supplying acoustic panels to the Gulf region for over 13 years with prestigious projects already completed. Sontext has offices in the UK, Australia, and UAE and has supplied Serenity Acoustic Panels, Murano Acoustic Panels, to projects such as;
- Central Bank of Kuwait
- New Doha Airport
- American University Kuwait
- Doha Ports
- UAE University Al Ein
- Kuwait University
Kuwait: Sontext has been trading with Kuwait since 2007. Against the odds during the Global Financial Crisis in 2008, Sontext kept visiting the region and continued to build strong relationships, garnering their reputation in Kuwait. The company started many iconic projects, such as the Avenue Shopping Centre, the Central Bank of Kuwait, and the Sada Hearing Rehabilitation Centre.
Qatar: Sontext has made regular visits to the region with the aim to support and maintain strong relationships, develop partnerships, localise advertising, develop brand recognition, and implement many key projects, such as the Hamad International Airport.
Kingdom of Saudi Arabia: The Kingdom of Saudi Arabia (KSA) has quickly become Sontext's major export market with over 25 projects in operation since reopening from Covid. The company continues to develop robust business partnerships with a strong eCommerce presence and targeted advertising. As part of its commitment to the MENA region, Sontext has now appointed a new regional manager based in Jeddah KSA.
Kenya: Kenya is an emerging market for Sontext with a large number of inquiries starting to generate and the promise of becoming a strong local partner.
Egypt: Completed Amazon regional offices.
How Global Victoria has helped Sontext
Sontext has had a long-standing engagement with the Victorian Government having participated in a number of Global Victoria's trade mission programs since 2003.
In 2007, the company visited the Dubai VGTI where the Global Victoria team set up introductions to potential partners and key Victorian companies operating out of the UAE.
In 2021, Sontext was the recipient of a Global Victoria Global Gateway grant which is currently helping the company to start operations in the United Kingdom.
What are your top three tips for exporters?
- Understand your strengths and weaknesses, opportunities and threats
- Be committed to a region with regular visits.
- Know your competition and your unique advantage, look for the niche market.
"Being an Australian company is a great brand and has assisted Sontext in opening many doors. It's important to take the kicks as well as the wins, be resilient and be prepared to change your strategies quickly". Gerald Hynes, Sontext.
Proudest export achievement?
Sontext's proudest achievement was getting its first large project in Al Ein worth $450,000 in 2008, "but having been involved with Maraya Concert Hall Al Úla Saudi Arabia is our most prestigious project," said Gerald.
Learn more about Sontext
Sontext Acoustic Panels are available in a wide variety of finishes, wood, fabric, or printed finishes. Some of the applications where you will find there acoustic solutions include auditoriums, commercial offices, schools, theatres, studios, hospitality, and health facilities.
Visit the Sontext website to learn more.