Canberra Business Owner Spotlight Hub
Building a Business Through Service, Not Shortcuts
Canberra Appliances supplies white goods to local households, students, and families moving to Canberra.
Business Snapshot
Business Name: Canberra Appliances
Owner: Firas Toma
Industry: Retail – White Goods
Location: Canberra
Who They Help: Households, students, and people relocating to Canberra
Website: https://canberraappliances.com.au//
Firas Toma is the owner of Canberra Appliances, a local business supplying fridges, washers, cooktops and other essential white goods to Canberra households.
Since taking over the business in 2022, Firas has focused on helping everyday customers—particularly students and families new to Canberra—access reliable, affordable appliances. His approach is grounded in practical service, genuine care, and a commitment to being part of the local community.
About The Business
Canberra Appliances is built on a simple but essential need—helping people set up their homes with reliable appliances. The business supplies both new and refurbished white goods, including fridges, washing machines, dryers and cooktops.
Firas brings years of hands-on experience to the business, having worked with appliances from a young age alongside family overseas. After arriving in Australia in 2016, he took a practical path—learning English, working in hospitality, and gradually rebuilding toward the type of work he knew and valued.
“Firas has built Canberra Appliances on something many businesses overlook—consistent, genuine service that customers remember and return for.”
In 2022, he took over Canberra Appliances and has since focused on strengthening its reputation through consistent service. A key part of the model includes reconditioning used appliances—repairing, cleaning and reselling them where possible. This creates more affordable options for customers while reducing waste.
The business primarily supports individuals and families setting up homes, particularly those new to Canberra. This has shaped both the product offering and the service approach—practical, responsive, and focused on helping customers make the right choice for their situation.
Q&A with Firas
What do you do and who do you help?
We sell white goods like fridges, washers, cooktops and dryers. Our customers are mostly people moving to Canberra, students, and families setting up homes.
What are you most proud of so far?
Being part of the community. When I see the feedback and reviews from customers, it means a lot.
What’s one thing that has helped the business grow?
Focusing on service—helping customers properly, being kind, and making sure they’re looked after.
What do you want for the future of the business?
To grow, bring in more people to help, and not be doing everything alone.
Why did you start the business?
I worked in this field when I was younger with my uncle. When I came to Canberra, I worked other jobs first, but I always wanted to come back to this kind of work.
What has been one of your biggest challenges?
Marketing. I rely mostly on word of mouth and reviews, and I know I need to do more, but it’s not easy with language and technology.
What advice would you give other business owners?
Be kind to people. Customers remember how you treat them.
One thing that stood out
What stands out in Firas’s story is how much growth has come from consistency in service rather than formal marketing systems. In Canberra, many small businesses build early traction through reputation before structured marketing is in place. The challenge—and opportunity—often sits in translating that strong customer experience into something that can scale beyond word of mouth.
If you’re setting up a home in Canberra, Canberra Appliances offers practical, reliable support with the essentials.
Canberra Business Accelerators is a Fyshwick-based business coaching and advisory practice led by Natalie Sammons. It helps established Canberra business owners improve profit, reclaim time, strengthen teams, build leadership capability, and create scalable systems through one-to-one coaching, planning days, team development, and practical business workshops.
Canberra Business Accelerators is a Canberra-based business coaching and advisory practice led by Natalie Sammons. It helps established Canberra business owners improve profit, reclaim time, strengthen teams, build leadership capability, and create scalable systems through one-to-one coaching, planning days, team development, and practical business workshops.
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