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Our Story

A New Regime

Taking over the reins of Lilydale Safety Wear was a natural progression for Rod Penaluna who has 15 years of experience in the Work Wear & Safety Industry.

Recognised as one of the most knowledgeable people in the business, Rod’s history speaks for itself. Years of negotiating contracts with major companies, managing client needs and expectations and providing unrivalled customer service is what Rod has built his reputation on.

Assisting all business with their OH&S needs, including but not limited to stock control levels, product rationale, vendor managed systems, onsite training and facilitation are but a few of the benefits that you too can benefit from by working closely with Rod and his team at Lilydale Safety Wear. 

Rod’s business values are attributed in no small part to his parents and the family manufacturing business in Bayswater where Rod worked for seven years after completing his school education. 

Outside of work, Rod is a Life Member of the Yarra Valley Old Boys Football Club, is the current President of the Yarra Valley Past Students Association, spent four season with AFL club Western Bulldogs, and enjoyed a seven year association in a coaching role at Premier Cricket Club Carlton. He is also a previous winner of the “Novice Auctioneer of the Year.”

Rod’s wife Suzie has a major role in the business with her graphic design and marketing background and when not working they both enjoy spending time with their young son Joel.

Our Story

Identifying the need for a work wear and safety business in the Yarra valley district, Julie Demby and her business partner together with one staff member opened the doors to Lilydale safety wear in William Street, Lilydale in September 1994.  In a modest showroom, Julie and Anne began building a business based around old fashioned customer service.

Considering the growth of the business it was soon realised that a larger premises was required to cope with the demand and in 2004 Lilydale safety Wear moved to its current location.  Many months of planning and researching potential locations were done before Julie settled on a property in the Cavehill Industrial Estate.  Over the years Julie and the employees expanded the business with customer purchases received from Melbourne Metropolitan to Country and Regional Victoria. 

After 20 years of devotion to the business, providing employment for family, friends and many other people throughout this time, Julie has retired to the sanctuary of her tranquil property with her husband and her beloved cows.