Compared to some machinery suppliers, Farnese is a relative newcomer, the ‘new kid on the block.’ However, age does not always equate to high performance and Alex Farnese has some sound advice for manufacturers based on almost three decades of solid commitment to the stone, and more recently, woodworking industries.

Twenty-odd years ago, as a recently graduated 22-year old mechanical engineer fresh out of University, Alex Farnese was ready to take on the world. He’d been working his way through university part-time at Australian Marble Machinery when he was presented with the opportunity to buy the business. Alex, who knew the work but didn’t know how to run a business, admits it was a struggle. Alex accepted the challenge and like most new entrepreneurs, learned the hard way.

Looking back, he reveals it was very difficult in the beginning. He was the designer, the accountant, the painter, the welder and the electrician. With only a loan from his parents he had a limited cash flow and like many fledgling businesses, was just making wages. Alex admits he made some mistakes along the way, mostly in his early years. He says, “Like Thomas Edison, I found out a thousand ways how not to make a lightbulb.” After a few years the cashflow improved, he found some good people and in 2000 Farnese was founded.

Continued Growth

Around that time Alex met some people from Vietnam and started to have machines made there under a joint venture agreement. At that time, 98 per cent of the equipment sold in Australia was sourced from Europe. Within a few years Alex was able to buy the Vietnamese manufacturer that still produces Farnese machines today. The factory is operated under Farnese’s strict quality controls and produces a quality product, highly regarded by Farnese’s many repeat customers.

Farnese Australia supply a complete range of highly regarded stone processing machinery and equipment. Farnese are the only designer and manufacturer of stone cutting and polishing machinery in Australia. Alex says, “Our machines have found homes all over Australia, New Zealand, the United States, the United Kingdom, and Vietnam.” Farnese’s range of machines satisfies the diverse needs of the stone industry, and includes bridge saws, CNC machining centres, lifting equipment, edge polishing machines, dust extraction units, water recycling and slab lifting equipment.

Recently, TQ Stone Products ‘joined forces’ with Farnese Australia to become a major force in the marketplace for Australian stone fabricators. John Di rosso, Managing Director of TQ Stone Products said, “To say we’re excited about the journey ahead and the possibilities that it offers would be an understatement. We’ll be able to offer an even stronger presence and greater support to our past and future customer network. With mobile showrooms on the road in five Australian states and New Zealand, servicing the country’s major cities and surrounds, we’ll never be far from your door.”

Alex’s ‘Business Insights’

Alex is happy to share some insights into what he believes makes a good business. He said, “As the years went on I got lucky and found really great people that worked with me, and we grew the business to what it is today. ‘A great business can only be created by great people.’ Unlike many distributors in Australia and New Zealand we are firstly machine manufacturers, so we know our products very intimately. We believe that technical knowledge and support are crucial attributes of a reliable and trusted supplier. We are able to design and produce to customer’s requirements when needed. It is vital that you ‘know your product and have complete control over your supply. Make sure you build strong bonds with your suppliers.’

Alex continues, “About 6 years ago we branched out and added woodworking machinery with the acquisition of Proform in New Zealand. Steve Fifield was the owner of Proform CNC in Wellington, and we struck a deal. Steve moved to Sydney and became General Manager for Farnese Australia, while in New Zealand Rob Hutchings became the General Manager for New Zealand. ‘You need to have the right people in your business in both sales and technical departments.’ In 2021 we purchased Masterwood Australia and later on Brewer machinery (Malcolm Brewer) in Perth to expand our reach in Australia. In December we will be launching our new website which will have all our divisions in one place,” Alex advises.

“We have warehouses and service centres in Perth, Sydney, Melbourne, Brisbane, Auckland and Wellington and we have a strong emphasis on service and design. It is my belief that an important key to success is service. ‘Support the customer after sales and not just before.’ We want to be there when the customer needs us so that they think of us as their partner for their growth. ‘Make sure you have enough spares to give the customer confidence that you can service their machine right away.’ We have done this in the stone industry for 30 years and we continue to do it in all aspects of our ventures.” Alex says.

Alex Farnese migrated to Australia with his family from Sicily in 1989. To say he has made a mark in this part of the World would be an understatement. Farnese Australia is defined by the quality of their people who are resolved to provide the best support in Australia and New Zealand. Alex advises, “Be committed to your values and integrity because there will be times when you will be tempted to take the easy way out, but that might not be the right way.”