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The Cyclone Brand was introduced to Australia in 1898, and ARC Fences have been manufactured in Australia for Australians since 1920.
The Cyclone® Brand was introduced to Australia in 1898. Cyclone was an Australian Icon especially
with the men of the bush in the early 1900's. The Cyclone branded fence was a revolution in the lives of
the farmer, bushie and grazier because it made fencing easier with a promise of high quality and lasting
performance in the protection of the land it surrounded and the stock it corralled.
In 1905 Cyclone were the first company to introduce a pre-fabricated fence called SpringCoil based on a
hinged joint construction and again were first to introduce an improved pre-fab construction called
A key point in the history of the Cyclone Company was the decision to go public in 1947 and by 1948 the
Cyclone brand had national coverage.
In 1975, Boral purchased the Cyclone business and oversaw a period of expansion where the
Australian-ness of the brand was personified by Slim Dusty becoming the voice of Cyclone in TV
commercials of the early 1980's.
In 1992, Smorgon Consolidated Industries acquired the industrial, domestic and rural fencing divisions
of ‘Cyclone'. At this time, the rural product range was significantly expanded with a decision to
include plain and trellis wire and other products in a range which had been dominated by Ringlock and
pre-fab fencing prior to purchase from Boral.
In qualitative market research in 2001, farmers stated that Cyclone was an icon and indicated that a
focus on improving the brand image would be an important step in growing sales in Australia. To many
farmers, Cyclone is Fencing.
In late 2002, Smorgon Steel acquired the trademark in all markets with the exception of garden tools.
From 2007 Smorgon Steel Reinforcing rebranded to ARC-The Australian Reinforcing Company and the rest is history.
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