Her Story

When Maxine Horne started her first Fone Zone store on the sunny Gold Coast, she had little idea that she was laying down the first bricks of a telecommunications empire.  Today the ASX-listed Vita Group has Maxine at its helm as CEO.

Through Maxine’s hard work, Vita Group is now one of the leading providers of communications, consumer electronics as well as information technology products and services in Australia. The company is also one of the main channel partners of Telstra and Apple within Australia.

Having evolved from a single store in 1995, Maxine knows more than a few secrets when it comes to business growth. When it comes to starting a new company, says to hold on and enjoy the ride!

“I have learnt many lessons along the way, many times the hard way. I would simply say be open to the experience, the journey, and where it might take you. And hold on to your inner self!”

For Maxine, this journey has lead to Vita Group occupying a national footprint consisting of over 170 points of presence and more than 1,500 employees. Since the beginning, she has maintained a strong focus on people and culture. As someone who prides herself in her ‘people first’ philosophy, she relates the success of Vita to looking after her team members as well as creating a great atmosphere for her customers.

Maxine’s efforts in putting her clients and workers at the forefront of her business have been recognised by a number of accolades. In 2005, she won the President’s Award at the NSW Australian Retail Association Awards for Excellence and was named QBR Business Woman of the Year, Retail in 2006. She has also received the 2014 EY Entrepreneur of the Year Award for Industry in the Northern region.

Having experienced a great deal of success and recognition, Maxine is a woman who recognises the importance of giving back. She’s a Director of Camp Quality, a charity focused on helping children living with cancer.

Strategies for Success

• Put people first: If you look after your team members’ well-being, and work hard to create a great place to work; they will reciprocate by delivering superior customer service and a great atmosphere for customers who will want to keep coming back.
• Will always beats skill: When you’re hiring, look for the person who has the willingness and attitude to succeed, as opposed to the highly-qualified person who will never fit in.
•  Surround yourself by a great team: You’ll never be able to do it all yourself, especially as your business grows. So get the best possible team around you, to complement your skills and challenge yourself, and importantly – let them get on with the job!
• Value your values: We have eight core values at Vita Group and they are key to everything we do. They are not just a poster on the wall; they define the way we behave from the top down.
• Take your business seriously, but don’t take yourself too seriously: Of course, you must have a clear strategy for the future of your business- it’s imperative to your success. But don’t take yourself too seriously. Be yourself, be authentic and don’t apologise for it.