Established in October 1995 by Managing Director Robert (Bob) Heilbrunn the company
has grown from humble beginnings in a study with two employees to a
flourishing business with over 35 employees housed at the company Head office and
Warehouse facility in Braeside, Melbourne with a sales office in Sydney and dedicated
sales agents throughout the country. Warehousing in Brisbane and Perth make up the
current sales and distribution. Recently a distributor was appointed in New Zealand.
With the close association and assistance of Nu-World Holdings - a publicly listed
manufacturer and distributor in South Africa - the appointment of Prima as sole agent for
AKAI in 1999 was achieved.
This offered Nu-World the opportunity of taking a controlling stake in Prima . The
acquisition meets all the requirements of Nu-World's growth strategy, which is based
primarily on internationally recognized brands in markets with positive growth potential.
The close working relationship between Prima Australasia and Nu-World Industries has
opened up key avenues of opportunity for the companies in terms of international
sourcing and purchasing power from manufacturers in China, South East Asia and
Europe, enabling Prima to offer the latest products to the Australian market at competitive