Founded in 2004 by siblings Tim and Sophie, Cygnett has transformed from a technology startup into Australia’s leading consumer electronics accessories brand. The privately-owned Melbourne company designs affordable, contemporary device accessories that enhance daily safety and connectivity for consumers.

Cygnett’s commitment to care and equity across all stakeholder relationships creates sustainable competitive advantage through employee engagement, customer loyalty, and community connection. Cygnett’s success stems from its deep, solution-oriented partnerships, which differentiate it from competitors. Field teams work directly in retail stores, providing training and ongoing support, while the company collaborates with retailers to develop performance solutions.

With sixty-five employees plus warehouse staff, Cygnett operates across B2B and B2C markets, serving major Australian retailers, government, education, and enterprise sectors. The company holds the #1 market position in Australia’s consumer electronics industry and is expanding internationally into New Zealand, Asia, Europe, and the UK.

The smaller organisational size enables rapid market responsiveness through in-house design capabilities and nimble product development, allowing for the quick identification of market gaps and the development of functional, stylish solutions. Manufacturing partnerships and products undergo regular audits, and an internal compliance team dedicated to safety and regulatory compliance has led to internal safety standards often exceeding industry requirements.

Monthly Leadership Forums for all managers, baseline leadership expectations in position descriptions, and annual 360-degree reviews for the Senior Leadership Team ensure a consistent people-first management approach with a focus on development and the employee experience. Strategic planning involves collaborative development and transparent communication with employee contribution opportunities. Cascaded goal setting connects individual performance to strategic objectives and adds purpose, while recognition includes peer-nominated awards, real-time recognition, and milestone celebrations.

Cygnett maintains a personalised recruitment process, emphasising connection, transparency, and respect for all candidates. Clear and frequent communications, tailored inductions, structured probationary check-ins, and comprehensive support ensure successful integration.

Cygnett offer equal treatment of mental and physical health through three annual mental health days, Employee Assistance Programs, and flexible working arrangements to support health and wellbeing according to individual needs. The hybrid work model with flexible scheduling accommodates personal commitments. An employee-run health and wellbeing team coordinates wellbeing activities across social, intellectual, physical, and psychological dimensions.

Within the day-to-day, a no-blame culture promotes learning from mistakes, transparency, building trust, and strong collaboration, enabling effective cross-departmental execution. Reviewing and documenting the process is encouraged for all employees and allows for the reduction of friction when projects are being delivered.

There are clear and transparent frameworks for learning, development, performance, remuneration, and recruitment, which eliminate guesswork and ensure an equitable and fair approach for all employees.

Cygnett places its values and behaviours prominently in its business, in the way it interacts with its employees, partners, and customers. Cygnett also actively lives its values in the community through extensive support for organisations, including WNBL, Australian Opals, McGrath Foundation, the Royal Children’s Hospital Appeal, and local community sporting clubs.

Cygnett demonstrates that authentic, people-first leadership, innovative product development, and relationship-focused business practices resonate with their people, and in turn, lead to a measurable competitive advantage. Genuine stakeholder care and continuous improvement based on employee feedback position them strongly for sustained growth.

Cygnett’s commercial performance and people-centred values are mutually reinforcing, creating a high-performance culture that drives both exceptional business results and outstanding employee satisfaction.

For more information about Cygnett, visit cygnett.com.