Visual Connections Australia

Starleaton is definitely a company on
the move in the right direction.
The acquisition of DES in 2016 and
their ever expanding range of materials,
technology and services makes them
one of the major suppliers to the
Australian and New Zealand print, sign
and display markets. They’re also one
of the few family owned and operated
businesses that remain in this upper
echelon. It’s a great testimony to their
dedication to each other, their staff
and most importantly their clients, who
love dealing with people driven to do
whatever it takes to ensure they have
the materials they need when they
need them.

The Starleaton story begins with Peter Eaton. Peter
initially had a manufacturing business making picture
frame mouldings and importing prints with his partner
Max Starly. Peter discovered that his customers
were laminating the prints to protect them. Being the
entrepreneur, Peter said to his customers, “If I supplied
that, would you buy it from me?” The only request from
his customers was that they needed the product the
next day. Peter said, “Sure.” It was that simple attitude
and ability that laid the foundation for the business as
we know it today, underpinning their whole philosophy.
The change in direction started with a simple pallet load.
However, within 12 months they were so busy that Peter
bought out Max’s share to take sole ownership of the
business. Together with his wife Lea, the two of them
were able to progressively build the business. They
would move on to buy out part of Letraset’s business
that specialised in laminating films, then go on to
establish distributors in Melbourne, Brisbane, Adelaide,
Perth and Auckland.
The business grew steadily, then in 1999 Peter realised
that there was an opportunity to sell complete turnkey
packages that would include inkjet papers from Kodak.
He had been selling a solution that included some
software from Budde International, a Xerox electrostatic
print device and Seal laminating machines. This
concept would highlight to Peter the customer need
for a “one stop shop” and saw the birth of Starleaton
Digital Solutions, which would run side-by-side with
the parent company. To say the move worked well is
an understatement. It was extremely successful, with
Starleaton selling more Kodak paper in it’s first 6months
than Kodak had done in 5 years. Again, the principle of
get it to the customer the next day was one of the key
factors. As the company continued to grow, they went
on to acquire the various distributors in different states,
bringing the whole operation under one roof.
Prior to the idea and formation of Starleaton, Ben Eaton
joined the company in 1997.
When finishing school Ben had no plans to join the
family business. His plans were to head off to university
to study forensic pathology. Having missed out on
the grade, travelling around Europe to seek his next
opportunity was his next plan of attack. However, fate –
and his father – would have other plans.
From Left to Right: Josh, Melissa, Peter and Ben Eaton
After advising his father Peter of his plans, Peter said,
“well, don’t forget you owe me for the car that you
bought, so why don’t you work for me over summer to
pay it off before you head off on your trip?”, Ben agreed.
When Ben started he received no special treatment.
He began in the warehouse working in the warehouse
helping to fill orders. To keep his active mind interested,
Peter eventually challenged him to put together a larger
converting line, which he did successfully. Then in 1999
one of the Starleaton sales staff decided to move on.
Ben was handed a box of business cards and again
challenged to see if he could go out and meet with the
customers to sell product, and as Ben says, “I absolutely
found my groove and my passion for selling.”
www.visualconnections.org.au
visual impact magazine 15