New $3million Franklin factory

Franklin Caravans are set to be even better known nationally following owner Concept’s move to expand production of the 1950s brand and its regional presence.

The centrepiece of the renewed 2016 Franklin market drive is a new $3 million factory in Campbellfield, just a few doors away from Concept’s existing facility in Barry Road.

Due to be completed in July and fully operational by September this year, the new 24,000 sq.m, facility is just 1000sq. m. smaller than Concept’s existing factory, which will then concentrate on Concept branded caravan production, while the company’s headquarters and production of Franklin and Newlands will be relocated to the new complex.

However the real story is the greater regional push that Concept will be putting behind Franklin, with the brand’s increased production channelled to six regional dealerships in Ballarat and Traralgon in Victoria, Nowra and Albury in NSW, Burpengary in Queensland and Adelaide in South Australia – all where the Franklin name is already well known and established.

Concept’s existing head office will become a dedicated dealer training facility once the new factory open.

Ballarat will remain the brand’s regional heartland because it was the home of Franklin from the mid-1950s until the end of the 1970s. In contrast, the eight Concept dealers will primarily be based on National capital cities.

Franklin is one of Australia’s marquee brands and was a trendsetter with its ‘Truline’ Moulded Thermo Panel construction.

After lying dormant for some years, the brand was acquired and revived in 2004 by Queensland caravan retailer Kratzmann, who contracted Concept to built Franklin vans in Melbourne.

The relationship changed two years ago when Concept purchased Franklin from Kratzmann.

Concept Managing Director Keir Smith said while there were shared components and build similarities, the plan was to keep Concept and Franklin as separate city/country brands with competing models.

“Franklin is certainly not in Concept’s shadow,” he said, “In fact the top Franklin models are actually more expensive.”

As well as the space to establish new caravan production lines, a key part of Concept’s expansion will be a $200,000 investment in furniture production, including new $165,000 CNC cutting equipment.

“We still plan to offer customers the choice between traditional or computer-cut furniture, depending on model, and we will still focus production on the industry ‘sweet spot’ of 19ft-24ft caravans" he said.

"The principal distinguishing feature between Concept and Franklin caravans will remain that Franklin vans have a full tunnel boot and no front boot.”

Smith said the expansion of production facilities would allow Concept’s overall volume to reach its potential, with a projected 29 per cent growth in 2016 from 650 to 830 caravans over 2015 results.

According to Smith, this is likely to place Concept around fourth or fifth in the Australian industry behind market leader Jayco, New Age and Avan, perhaps rivalling Supreme in numbers.