Why We’re Not Joining the Race to the Bottom
It’s no secret. If you’ve worked in roofing or construction on Sydney’s Northern Beaches lately, you’ve seen what’s going on. Local suppliers — particularly in roofing materials — are undercutting each other into oblivion. We’re now hearing of markups as low as 2–6% just to keep clients.
That’s not competition. That’s desperation.
At CLAD Roofing Supplies, we’ve made a conscious choice not to play that game. We’re not chasing every order. We’re not buying market share. We’re here to manufacture quality products and partner with the right people — heritage builders, specialist roofers, and those who actually care about the long-term.
Because we’ve seen where this ends. And it’s not pretty.
Let’s Call It What It Is
Running on a 2% margin isn’t smart business — it’s a slow bleed.
We manufacture architectural metal systems and roofing products. That means we carry real overheads: machinery, labour, logistics, compliance, specialist materials. The minute you start shaving down to those margins, something’s got to give.
Some of the bigger players, backed by pooled-investor capital, are trying to win territory with rock-bottom pricing. But that pressure to perform for shareholders doesn’t create better outcomes — it just burns out teams, stalls projects, and eventually, takes down entire companies.
We’ve Seen the Pattern Before
You don’t need to dig far to find examples:
Probuild (2022)
Big name, big projects — gone. They won billion-dollar jobs by bidding low and fast, but when material costs surged, there was no margin left to absorb it. The company collapsed. Hundreds of workers left unpaid.
Grocon (2020)
One of the most recognisable names in Australian construction. Took on too much, too cheaply, with too many investors to please. When things got tight, the cashflow stopped. So did the company.
Masters Home Improvement (2016)
Backed by Woolworths, tried to beat Bunnings on price alone. Despite huge investment, it folded in five years. Because price without service or expertise just doesn’t cut it in the long run.
These aren’t isolated stories. They’re examples of what happens when businesses chase volume at all costs — and cut out the very things that make them valuable: knowledge, people, and service.
CLAD Isn’t Chasing Everyone — We’re Backing the Right Ones
That’s why we focus on:
- European and Heritage style roofers
- High-end residential and specialist builders
- Architects who want control over finish and materiality
- The handful of serious operators who know the value of doing it right the first time
We run lean. We don’t try to be everything to everyone. And we don’t cut corners just to win a job.
Because we’re not building a quick win. We’re building a company that’s still standing 10 years from now — with the same clients, the same team, and the same standards.
Where to From Here?
There’s a choice to be made in this industry. Do we keep undercutting each other into collapse? Or do we invest in stability, good people, and the kind of work that lasts?
We know where we stand.
Let the others race to the bottom.
We’ll be here — building strong, staying lean, and backing the people who care about doing things properly.
If that’s you, get in touch.
CLAD Roofing Supplies
Architectural Metal | Heritage Roofing | Custom Fabrication | Northern Beaches