Building a Manufacturing Legacy

When Terry Newman founded Ecquality Timber Products in 1997 in Canberra, Australia, he made a bold shift—from diplomacy to entrepreneurship. What began as a trading-focused venture rooted in Terry’s cultural fluency and strong ties with Japan gradually evolved into a highly specialised flooring manufacturer distinguished by its craftsmanship, international reach, and commitment to design.

The company’s turning point came in 2008, when Ecquality moved its operations to China and established its own factory. The timing was difficult—just as the global financial crisis hit—but resilience defined their early years. By 2015, the company had grown to a team of around 40 people, producing premium-quality flooring and decking materials.

Initially, Ecquality focused on Australian species for the Japanese market, producing solid wood flooring and decking. But the company soon expanded its raw material base, importing oak from France, Germany, and Austria, and gradually transforming its product line to include oak strip flooring and pattern parquetry. What began as a way to utilise offcuts eventually evolved into the company’s core business.

Today, in addition to conventional wood flooring, Ecquality produces solid and engineered parquetry in a wide range of bespoke designs—an offering that sets them apart from conventional manufacturers.

A Philosophy Rooted in Understanding the Customer

For Ecquality, the relationship with customers is not transactional—it is analytical, consultative, and built on understanding the client’s business model. The team invests time in identifying how and where they can genuinely add value.

This approach has supported Ecquality’s expansion into Oceania, Japan, India, the Middle East, and growing interest across Southeast Asia. Their manufacturing base in China, combined with their international business culture, allows the company to blend Western sensibility and quality with competitive pricing—a balance particularly important in today’s challenging market environment.

Navigating the Realities of Chinese Manufacturing

Almost two decades ago, Ecquality began deep research into Asian manufacturing, ultimately choosing China. That decision has shaped the company’s identity. China brought opportunity—and intense competition. As Terry describes it, today’s Chinese market features many companies willing to “do anything to make sales,” often at the expense of quality. Ecquality’s strategy is the opposite:

Protect the brand. Maintain quality. Compete where mass producers cannot.

Their strength lies in offering a vast range of bespoke, premium parquetry that cannot be replicated by high-volume, low-cost factories. This capability has become a defining advantage as the company works with clients seeking uniqueness, craftsmanship, and reliability.

Turning Toward New Markets

In recent years, Ecquality has shifted its focus toward India and the Middle East—fast-growing regions where demand for premium flooring is rising. India, in particular, is a strategic priority: a large, complex, but rapidly expanding market where Ecquality sees long-term opportunity.

Looking Ahead

The company’s goals for the coming years are clear:

• Strengthen market presence in existing markets, especially Australia and Japan
• Expand further into India, the Middle East and Southeast Asia
• Continue refining its specialised range of pattern parquetry and bespoke flooring
• Maintain high standards despite competitive pressure within China

A Commitment to Integrity and Craftsmanship

Ecquality Timber Products stands as an example of how a small, internationally minded company can evolve into a trusted manufacturer through resilience, cultural understanding, and a relentless focus on quality.

From Canberra to Huzhou, from Australian species to European oak, from trading to bespoke parquetry—Ecquality’s journey reflects a dedication to craftsmanship and a deep respect for the clients they serve.

Huzhou, China — November 2025