DEFINING MOMENTS
Defining moments are the pivotal instances that shape the trajectory of a career or a brand, marking significant achievements and turning points.
For Deon, these moments include the founding of MOR Cosmetics, which rapidly grew into a globally recognised brand, and the launch of Drumplings, which revolutionised Melbourne’s dining scene with its unique culinary fusion.
These milestones are important because they not only represent success and growth but also embody the innovation, hard work, and vision that drive each venture.
They serve as benchmarks of what can be achieved with dedication and creativity, providing inspiration and motivation for future endeavours.
Drumplings
Launch and Market Reception: In 2018, Drumplings burst onto the Melbourne restaurant scene, offering a revolutionary twist on traditional dumplings with unique global flavors. The immediate buzz and enthusiastic reception from food critics and diners alike set the stage for its rapid popularity.
Innovative Menu Creation: The creation of the innovative menu, featuring dumplings inspired by dishes like Pepperoni Pizza, Cheeseburger, and Truffle Mushroom, showcased our commitment to culinary creativity and set Drumplings apart from conventional dining experiences.
Recognition and Awards: The restaurant quickly garnered accolades for its unique concept and vibrant atmosphere, solidifying its position as a must-visit destination in Melbourne. These recognitions validated our innovative approach and spurred further growth.
MOR Cosmetics
Founding and Early Success: Established in 2001, MOR Cosmetics rapidly became one of Australia's fastest-growing companies. The brand's initial success was marked by its luxurious and innovative product lines, capturing the attention of consumers and retailers alike.
Global Expansion: MOR's expansion into international markets, including Taiwan, China, Japan, South Korea, France, Scandinavia, and Italy, was a significant milestone. Opening offices in the UK and USA further cemented MOR’s status as a global beauty brand.
Iconic Product Launches: Introducing iconic products that combined opulent packaging with high-quality formulations defined MOR's brand identity and set industry standards for luxury cosmetics. These products became favorites among consumers and helped establish a loyal customer base.
Industry Recognition: Receiving numerous awards and accolades for product excellence and brand innovation highlighted MOR's impact on the beauty industry. These recognitions reinforced the brand's reputation and contributed to its enduring success.
These defining moments reflect the innovative spirit and strategic vision that drove both Drumplings and MOR Cosmetics to achieve remarkable success and recognition on a global stage.
•Recognition by Business Review Weekly as the 11th fastest growing company in Australia in 2004.
USD$35 Million a Year Revenue by year 5.
•Successful opening and operation of the MOR USA office based in California in 2003.
•Global product placement into leading Department Stores such as Selfridges, Liberty, Harvey Nichols, Harrods, Bloomingdales, Neiman Marcus, Bergdorf Goodman, Daimaru, Isetan, Matsuzakaya, Mitsukoshi, MYER and David Jones.
•Successful roll out of distribution contracts with suitable partners within South Africa, England, Canada, Taiwan, China, Hong Kong, Japan, South Korea, Singapore, Indonesia, United Arab Emirates, Italy, France and Scandinavia (Norway, Denmark, Finland and Sweden).
•Successful opening and operation of the MOR UK office based in London in 2010.
•Successful roll out of marketing and public relation campaigns to place products within major hotels and resorts globally.
•MOR product placement and availability in over 20,000 stockists globally.
•Multiple beauty awards for packaging and formulation in varying markets globally.
•Drumplings began with a successful restaurant in Melbourne, becoming the IT restaurant within 12 months. The restaurant served over 1 million customers, generated $3.2m in revenue in the first 12 months and selling over eight million dumplings.
•During the 18-month COVID restrictions, Drumplings pivoted to a wholesale model, selling frozen cook-at-home dumplings and selling over 2.5 million dumplings to over 5,000 customers in a 30km radius of Melbourne CBD.
•Drumplings had established its own kitchen for producing dumplings for wholesale and supermarket distribution.
•Launched 18 packaged lines for national supermarket distribution, including Woolworths, Coles & IGA. Placement included 1500 Supermarkets Nationally.
•Collaboration agreement with Fable Foods created a plant-based dumpling range for Australia increasing the product range to 21.
•Drumplings was cordially invited to be key suppliers and brand attendees at the likes of The Melbourne Grand Prix, The Night Noodle Markets and The Melbourne Cup.
