“We have a whole lot of parts and we link them together in different ways as sub-assemblies and we join those sub-assemblies together to make different ‘sentences’. Some of our biggest opportunities have come via requests to reconfigure our parts in ways that we never thought of.”

Building relationships has been key in developing the market for an emerging product category and has required regular visits to the key Australian, US, UK and Asian markets. The company has also worked closely with international suppliers of office furniture and targeted particular architects to get its product specified. Project managers have been another target, with the company working with them to resolve any issues through to the final stages of a project.

Speed has also won customer converts. The company uses computer technologies to create lifelike components and solutions that can be transferred by email, which customers can share with their final customer, architect and so on.

“Changes and suggestions can be remodelled very quickly,” says Davies. “Because we have a five- or six-hour delay with USA time, we are able to have a solution in the USA next morning.”

That 'can do' attitude backed by the company’s engineering skills differentiates it from its competitors, says Cooper. “You can see the people around here, the flexibility and all the things our competitors can’t do because they’ve got some distant factory that no one ever goes to making a product that’s just boxed. We’re proud of the people that are here and the ability to be nimble and flexible and deliver what the market wants.”

Modtec was awarded the ‘best use of design in international business’ prize at New Zealand Trade & Enterprise's 2009 International Business Awards. The convenor of judges, Jack Stephens, says the company’s ability to quickly turn concepts into highly bespoke solutions using highly skilled people is clear evidence of its strong focus on quality and customer service.

Modtec took full ownership of the Integ business in October last year. Annual sales at the company are currently tracking at $10 million, Davies says, with more than 7% of sales reinvested into product development and testing.

To meet the growth in demand and opportunities, particularly in Asia, the company has duplicated its manufacturing capacity offshore in Bangalore, India, from which it will begin exporting to the Asian market around March.

While there have been numerous changes at the company, Davies quotes the following philosophy when describing what has always underpinned the business: “Excellence is the result of caring more than others think is wise, risking more than others think is safe, dreaming more than others think is practical and expecting more than others think is possible.”