2021 Proper Year in Review

A special thanks

We want to thank all of our customers, suppliers, partners, distributors, wholesalers, retailers and resellers for being a part of our journey for 2021. We couldn’t have done it without you and can’t wait to launch into 2022 with a lineup of close to 15 new projects we can’t wait to share with everyone!

Looking back at 2021

This past year came with it’s challenges for everyone. Including, but limited to 234 days of lockdown in Victoria (home of our HQ) - 64% of the total year.

Though limited we pushed through, working from home and from a newly minted warehousing and distribution centre. Daily Zoom meetings and catching up when we could - we are proud of our socially distant achievements.

In 2021 we successfully designed, engineered, manufactured and launched more than 20 brand new products to market - supporting many new ranges of Apple devices. We completely redeveloped and published a brand new e-commerce website, experience as well as established a Designed in Australia brandmark we will be expanding on next year. Furthermore and worked on more than 10 custom projects for clients across the USA, UK and Australia.

A great outcome from a lean team. And certainly not covering all of the work that happened over the last 12 months! 

Celebrating 11 years in business

Proper has exponentially grown since 2010 and it’s exciting to celebrate 11 years in business. Since day one we have fostered our distinctive call to action ‘Designed to do more’, which has been the constant for driving value and differenciation from our market comparables. We have seen retail growth, international B2B partnerships and matured operational systems help establish us as a leader of our industry.

Former Apple chief executive officer Steve Jobs introducing the iPad at Apple’s 2010 keynote address.

Since the launch of the first Apple iPad on January 27th, 2010 we have been market leading experts in creating new experiences for Apple devices. It’s in our DNA to create amazing products that are designed to last, and outperform. We have had the amazing opportunity to manufacture and share our designs with hundreds of thousands of people of the years and we look forward to many more.

Looking to 2022, we are set to scale our customers within ecommerce, retail and wholesale by expanding our market verticals and opportunities, all while maintaining a core partnership with Apple products.


A few highlights 

Moving forward

Increased Marketing

Ramping up marketing efforts outside of traditional advertising model to build customer relations. Measures include but not limited to Video content across YouTube and Vimeo, influencer partnerships, podcasting and design leadership content.

New product releases

Expanding on our model of Point of Sale for Apple iPad / iPhone / iPod, we will be releasing products to enable a seamless purchase and shortened TTT metric. Partnerships and internal development will accelerate time to market and capitalize on existing customers.

Market Expansion

While maintaining within the accessories for Apple Ecosystem, we are going to expand our presence in existing verticals through new stockists and new product ranges. Supporting the growth of our universal product ranges, we see great new opportunities to support all tablets for multiple functions. 

From all of us at Proper

We hope everyone has the opportunity to spend time with family, friends and loved ones over the holiday season and new year. We look forward to working with everyone in 2022 after a much needed break and chance to reset. Please stay safe, and watch this space!

Team Proper.