PERSPECTIVES

From a wardrobe at our family home to a national business. And what came next.

Four decades, two generations, a family business and the lessons that led to Duality.

By Chris Hughes, Co-Founder, Duality · 6 min read

Switched On Group grew from an electrical business run out of a wardrobe at our family home in Christchurch into a national construction and facilities management group.

Across two generations, our family grew it, redesigned it while it kept operating, brought in an iwi partner and handed it on. Along the way, we learned that growing a business, handing it forward and ensuring it can continue are three different challenges. Those lessons led to Duality.

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The Switched On Group team on a renovation site

Mum and Dad started the business in 1983, the year I was born. Dad was on the tools, travelling around Christchurch in a poo-brown Datsun 320 with a printed run sheet of jobs. Mum worked night shifts while managing the finances and helping build the business from an office tucked into the wardrobe at home. They built it together, each carrying different parts of what it took to make it work.

They called it Geoff Hughes Electrical. Some of my earliest memories are of my brother and me going along with Dad to callouts in the van. By 1988, it had become Switched On Electrical. As the work grew, they moved into other trades, becoming Switched On Contracting and eventually Switched On Group.

Over the next four decades, the business went through changing markets, major contracts, the Canterbury earthquakes, COVID-19, rapid growth and personal loss. It grew to employ hundreds of people and operate across New Zealand. But it started at home, with Mum and Dad trying to make a living and look after good people while they did it.

Growing up, one of the things I admired most was watching Mum and Dad work together. They had different strengths and carried different responsibilities, but they were building something together. I saw what that kind of partnership could make possible. It's something I've carried into my own life. Working alongside Camille, building businesses together and bringing our different strengths to the same ambition, is one of the things I'm most proud of. I grew up watching Mum and Dad do it. Now I get to do it with my wife.

Growing up in it

I left school at 16 and joined the business. I started on reception, swept the yard and learned how the different parts of the operation worked. I was always looking for the next job, the next thing to learn. I was a sponge.

As Mum and Dad moved out of the day-to-day running and into governance, I took on more responsibility. I became General Manager of Switched On Property Maintenance, which later became Switched On Building Solutions. In October 2018, I became Group Chief Executive. Around the same time, Mum and Dad began thinking about selling some of their shares, and what the next chapter of ownership might look like.

As Chief Executive, I started scaling the business and preparing it for their eventual exit. We were growing it while also working out what its future beyond the family could look like. During my nearly seven years as Chief Executive, annual turnover grew from around $30 million to approximately $300 million.

We grew through new work, acquisitions and new markets. We developed Switched On Building Solutions, acquired Hush Interiors and expanded our maintenance partnership with our biggest customer. We became one of New Zealand's five national housing maintenance partners and one of its largest privately owned providers, maintaining nearly 20,000 homes across two regions. There were more people, more customers, more systems and more decisions. And more consequences when something didn't work.

Growing the business meant changing how it worked

In the later years, Camille and I worked together on a transformation across the whole business. We were changing how work moved through the organisation—across people, processes, systems and experience—while it continued operating at scale. We learned how much one change could affect everything around it.

A new process could create more work for another team. Technology could solve one problem and introduce three others. A decision made at the top could create consequences for people several layers away. What looked like a people problem, a communication issue or a lack of capability was often a problem with how the business was designed.

We also saw how a successful, growing business could become increasingly dependent on a small number of people holding everything together. Those lessons became a big part of what we took into Duality.

Choosing who to go into business with

While we were growing the business, we were also working through its future ownership. Mum and Dad had spent decades building Switched On. Preparing to step back meant deciding what it was worth and who they wanted to be in business with.

It took around a year to prepare the business to take to market, then another year of conversations before we found Ngāti Toa. When Camille first heard they were considering selling half the business, she said that choosing who would own the other 50% would become the most important decision they made.

We decided to approach iwi rather than run a conventional open-market sale. Switched On had deep roots in social housing. We wanted a partner whose values, purpose and long-term outlook aligned with what Mum and Dad had spent decades building. We were looking for the right people to be in business with.

In 2021, Te Rūnanga o Toa Rangatira became a 50% shareholder in Switched On Group. In 2022, the business was gifted the name Kā te Rama—the light burns. In late 2024, Ngāti Toa increased its shareholding to become the majority owner. Over those years, the business moved from founder ownership and management to second-generation leadership, an iwi partnership and eventually majority iwi ownership.

Handing it on

There's a lot tied up in a family business. For us, it represented decades of Mum and Dad's work, their sacrifices, relationships and the opportunities they'd created for others. By the time I became Chief Executive, there was already a history to carry. Then came our own ambitions, decisions and responsibilities.

We learned that selling shares, stepping away from leadership and making sure a business can continue successfully are three different things. A business can change ownership and still depend on the same people. A new leader can inherit responsibility without having the authority or capacity to carry it. A transaction can be commercially successful while leaving work to do for the next stage. Succession involves the sale, but it also involves people, relationships, identity and decisions about what needs to stay as other things change.

In May 2025, after 25 years in the business and nearly seven as Chief Executive, I stepped away. We'd been through enormous growth and change. Our fourth child, Louis, had arrived, and we were recognising what the demands of leadership had cost our family.

For me, it meant leaving the business I'd grown up in. For Camille, it meant taking what she'd learned about how organisations work and applying it beyond one business. We had to decide what we wanted to carry forward.

What we took with us

We'd experienced growing a business, redesigning it while it was operating, bringing new partners into ownership and eventually handing it on. We'd seen what was possible when capable people, clear decisions, good systems and aligned ownership worked together. We'd also seen the consequences when they didn't.

People, processes, systems, authority, responsibility, customers and capital all affect each other. Change one, and something else moves. When you don't understand those connections, good decisions can still create problems elsewhere. And when the way a business works no longer fits what it's being asked to do, people end up carrying the difference.

We also came to see ownership as something people exercise throughout a business. It means recognising what belongs to you, taking responsibility for it and developing the judgement and ability to carry it. That matters for owners, leaders and the people affected by their decisions. These experiences shaped how we think about growth, ownership and succession.

Why we built Duality

We started Duality because we believe New Zealand has good businesses worth carrying forward, capable people who could take them further and capital that could help make it possible. Switched On taught us that bringing those together isn't enough. The business itself has to change how it works. That's why redesign sits at the centre of what we do.

Owners get a way to carry forward what they've built. Capable people get the chance to take a business further. Investors share in the value that's created. And the business gets the capability to keep growing and adapting. It's the support we would have valued at different stages of our own journey.

When I look back at Switched On, I'm proud of what Mum and Dad started, what we built together and what the business has become. The ownership has changed. The leadership has changed. The business itself has changed. And it continues.

That's what we want to help other businesses achieve. Not to preserve everything as it was, but to make it possible for something good to keep growing, changing and carrying forward.