About
About Dirk Olbertz
Dirk Olbertz is a visionary entrepreneur who transformed a small family garage business into Crest, a multi-million-dollar international electronics company. Beginning his journey at just 18 years old, Dirk Olbertz quickly demonstrated innovation and leadership, launching breakthrough products like Video Mate and securing national endorsements. His strategic vision led to partnerships with global brands, including a landmark deal with Philips, and expansion into international markets such as the U.S. and Asia. Under his guidance, Crest became a trusted name in consumer electronics, known for quality, innovation, and reliability. Dirk Olbertz’s career reflects resilience, bold decision-making, and the ability to turn ambitious ideas into lasting success. Today, he continues to inspire entrepreneurs and professionals worldwide, sharing lessons from his remarkable journey. His story is a testament to how determination, vision, and innovation can create a global legacy.
His journey includes:
Section 1: The Beginning (1983)
After completing Year 12 at Aspley State High School in 1983, Dirk (18) and his younger brother Ralph (17) joined their father Wolfgang in the family business, then known as Crest Enterprises. At that time, the company specialised in buying and re-selling video and audio parts to a small group of electrical retailers and repair shops across Queensland and the Northern Rivers.
The business was modest—run out of the family garage with just five staff: Wolfgang, Dirk, Ralph, a storeman, and a bookkeeper. Dirk’s role was as the company’s sales representative, clocking over 60,000 km each year selling products to electrical retailers and technicians from Cairns to Coffs Harbour.
Section 2: Innovation and the Launch of Video Mate (1988–1990)
In the late 1980s, Dirk and Ralph spent two years researching and developing a revolutionary VCR head-cleaning cassette branded Video Mate.
In 1990, at just 24 years old, Dirk secured a breakthrough endorsement from national TV presenter Jeff Watson (ABC’s Beyond 2000). Working with Channel 7, Dirk produced a series of prime-time commercials featuring Watson, who declared Video Mate “the latest in video engineering technology.”
To add scientific credibility, Dirk partnered with Queensland University of Technology (QUT) to conduct scanning electron microscope studies demonstrating the product’s effectiveness.
In August 1990, the family made a bold decision to invest everything into a Queensland-only test launch, with a 30-second commercial running for four weeks on Channels 7 and 10. Participating retailers included Kmart, Target, Myer, Dick Smith, Coles, Retravision, Betta Electrical, and David Jones.
The campaign was a phenomenal success, surpassing expectations and convincing national buyers. Over the next three years, three additional national campaigns rolled out, generating millions in sales and establishing Crest as a serious contender in consumer electronics.
Section 3: Expanding Horizons – USA and Category Management (1994–1995)
In 1994, Dirk moved to North America for six months to set up US distribution for Video Mate, successfully partnering with Jasco Products Inc., New York. The experience provided invaluable insights into the American retail market.
Upon returning, Dirk and Ralph pursued their long-term vision of making Crest a household name. Inspired by US retail practices, Dirk introduced plan-o-grams—a pioneering category management system in the consumer electronics sector. This allowed retailers to better manage product ranges, shelf space, and stock turnover, earning Crest significant credibility with national buyers.
Section 4: Building Brands and National Partnerships (1995–2000)
1995 – Digital FX Headphones
Dirk and Ralph launched Digital FX headphones, backed by a national TV campaign with MTV presenter Richard Wilkins. The brand name came from a Griffith University student competition, engaging 200 marketing students.
1997 – Vox Retail Group
Crest signed an exclusive supply deal with Vox, then with 450+ stores nationwide. Dirk rapidly built a 14-member national sales team and integrated outbound telemarketing to enhance customer service.
1998 – Target Australia
Crest secured an exclusive supply agreement with Target, with 3–4 full bays of Crest products in all 145 stores.
1998 – Disc Saver
Crest launched Disc Saver, a product that repaired scratched CDs, again endorsed by Jeff Watson and promoted through another successful national TV and radio campaign.
By 2000, Crest had signed strong partnerships with leading retailers including Big W, Coles, Kmart, Myer, Harvey Norman, The Good Guys, Retravision, Betta Electrical and many more.
Section 5: A Household Name – Philips and International Growth (2002–2015)
2002 – Philips Partnership
Dirk and Ralph negotiated a multi-million-dollar exclusive deal with Philips Consumer Electronics in Holland, distributing Philips headphones in Australia. Over the next decade, Crest built Philips into the dominant A-brand in the Australian headphone market.
2002 – Telstra Small Business Awards
Crest was recognised nationally, winning the prestigious Telstra Small Business of the Year Award.
2005–2008 – US Expansion
Crest developed an eight-category product line under the Matix brand which they launched into the American marketplace. Partnering with a distributor based out of Salt Lake City, Utah, the Matix line of Audio-Visual Accessories was sold on retail shelves across the States.
Though later sold to focus on Australia, the venture further deepened Dirk and Ralph’s global experience.
Section 6: Today
Today, Crest is a trusted household name in audio, visual, and electrical products. Under Dirk and Ralph’s leadership, the business has grown from a garage operation founded by their father in 1977 into a dynamic international company with offices in Australia, Hong Kong, China, and the Philippines.
While a professional management team now oversees day-to-day operations, Dirk and Ralph remain active board members, guiding Crest’s ongoing success and innovation.