With 18 years in Australia’s Home Appliances and Consumer Electronics sector, Behrouz combines expert insight with forward-thinking leadership across eCommerce, retail, wholesale, and commercial strategy, driving innovation throughout B2B, D2C, and digital landscapes.

He co-founded the industry’s eCommerce Factory Outlet in 2008, which was later acquired by Australia’s largest online retailer, and led specialist divisions at Harvey Norman Commercial. Now, as Founder and Managing Director of ARIA, he’s spearheading a new standard in collaborative, solutions-led procurement: one that simplifies the chain of custody and delivers a more agile, accountable client experience from first brief to final delivery.

Outside of work, you’ll find Baz at the gym or on the indoor soccer court, still focused on strategy, sharp execution and team work! It’s the same mindset that drives ARIA: collaborative, responsive, and always pushing for better.

Nicole is a central force within ARIA, leveraging over 20 years of industry expertise to ensure that operations, systems, and customer service are run with precision and consistency.

Thriving in ARIA’s modern and people-first culture, Nicole is emblematic of our approach where collaboration and integrity lead the way to deliver optimised, no-fuss procurement processes for our clients.

Outside of work, she recharges through quality time with her family, going on adventures with her kids, or diving into a good podcast (and a bit of retail therapy too). Her favourite appliance? The dishwasher: quietly efficient, always dependable, and a perfect metaphor for the kind of behind-the-scenes magic she brings to ARIA every day.

Jaisen brings 15+ years of experience in the appliance industry across sales, purchasing, and account management. Now at ARIA as National Sales & Purchasing Manager, he applies deep product knowledge across multiple categories and a sharp ability to align solutions with client needs.

A passionate sports fan, Jaisen applies the same principles that drive success on the field – strategy, collaboration, and long-term focus – to his work with suppliers, securing competitive pricing, streamlining inventory, and building sales growth. This approach is a natural fit within ARIA’s dynamic, supportive culture, where delivering real value behind the scenes for our clients is always the priority.

Outside the office, he enjoys downtime with family. His favourite appliance? The TV, of course: essential for a sports fan who loves cricket, baseball, NFL (go Birds!), and Rugby League, where his support for the Panthers reflects more of his keen interest in teamwork and long term performance!

Bahar brings over 20 years of experience in sales, marketing, and account management – along with a firm belief that great partnerships begin with great conversations.

As Client Experience & Business Development Lead at ARIA, she ensures procurement clients receive responsive support, tailored solutions, and a smooth, stress-free experience from day one.

Bahar’s approach is all about building strong, genuine relationships, ones that ultimately serve to boost clients’ operational efficiency through clear, actionable strategies. In doing so, she’s proud to help position ARIA not just as a procurement provider, but as a trusted partner delivering real value at every step.

In her downtime, you’ll find her at the gym, at a gig, or going on adventures with her fur baby – who keeps her just as engaged, focussed and on her toes as she is at work!

Tony Licastro is the Founder and Managing Director of Ultra Air, an Australian specialist B2B HVAC company established in 1999. Starting from a family garage in Western Sydney, Tony has grown Ultra Air into a multi-location leader in residential and commercial air conditioning, with operations across Greater Sydney, regional NSW, and the Sunshine Coast.

With over 25 years of industry experience, Tony brings a hands-on leadership style, guiding the company with values of quality, integrity, and continual innovation.

Ultra Air is well known for its commitment to superior service, long-term client relationships, and forward-thinking approach to innovative technologies hence Behrouz Bolurieh and our Team have always looked up to Tony as a Mentor in the Building industry.

In 2025, Behrouz and Tony joined forces and Co-Founded our Ultra Home Solutions Division which is a specialist supplier of Appliances, Bathware, Tapware & Hot Water dedicated to Home Builders in New South Wales, Victoria and Queensland.