(d) The construction of the Covenant
32The following matters emerge from the text and structure of that clause. First, paragraph (a) picks up the heading "Restrictive Covenants" and makes provision for a covenant, limited to the Agreement's term and the following three years, not to do certain things.
33Secondly, contrary to the appellants' submission, paragraph (b) is not a "free-standing" restraint. In support of the submission that paragraph (b) operated separately from paragraph (a), the appellants correctly submitted that a restrictive covenant need not use the verb "covenant", and pointed to the matters in paragraph (b) which the Distributor and Principals were prevented from doing. However, the opening words of paragraph (b) stand in the way of acceptance of the appellants' submission. The words "for the avoidance of doubt" suggest that cl 5(b) is directed to confirming aspects of the operation of the covenant in cl 5(a), as opposed to imposing a separate obligation. Accepting as I do that those words are not determinative of this issue, the next words, "clause 5 shall operate", make it plain beyond argument that the paragraph (b) is directed not to imposing a free-standing restraint, but instead to qualifying and confirming the operation of the covenant stated in paragraph (a). That is to say, the point of paragraph (b) is to confirm and perhaps alter the erstwhile operation of paragraph (a), rather than itself to impose an obligation. The words "clause 5 shall operate" could bear no other meaning, and the contrary construction propounded by the appellants would deny those words of meaningful operation.
34Further, that conclusion is strengthened by two additional textual considerations. It will be seen that paragraph (a) is expressly (i) subject to the prior written consent of FBHS, and (ii) limited in area to Australia. Paragraph (b) contains neither limitation. If paragraph (b) were free-standing, it would have worldwide operation, and not be subject to a qualification where prior written consent has been obtained.
35Thirdly, paragraph (a) focusses upon "engaging in the operation of a concept" which answers a certain description - of identicality or similarity to the "Concept". Content is given to those words by both the definition of "Concept" and the more precise elements in paragraph (b).
36The (capitalised) "Concept" must be to be taken to be that defined in Recital A. The ordering of the things which collectively are defined to constitute the Concept is significant. So too is the fact that the software program is the first element listed. So too is the fact that the computer software program is qualified by the adjective "distinctive", while none of the remaining elements are qualified. So too is the fact that there is a more elaborate definition of the computer software program - essentially, successors to the same or other software authorised by FBHS - than has been given to the other elements of the things which comprise the Concept. So too is the fact that there is a reference not merely to "pricing", but to a "pricing concept".
37The distinctive feature of the computer software program is that it permitted the design of sheds of whatever dimension the customer preferred (or, at least, gave a great deal of latitude). That emerges powerfully from the promotional material. It carries with it not a few consequences. It meant that it would be necessary to produce bespoke plans corresponding to the customer's specifications. Plans will (at least normally) be necessary in order to obtain planning approval; but if the dimensions are nominated by the customer, then it will be necessary for every sale to generate an individual plan. It also meant that it would be necessary to obtain engineering certification for those plans, and quite elaborate steps appear to have been taken to that end (there was a deal of evidence to this effect, associated with the appellants' prominent reliance on an accreditation known as "Shedsafe", which need not be recounted for the purposes of these reasons). It also meant that it would be necessary to place orders for primary materials which would vary depending upon the matters specified by the customer. Finally, it meant that it would be necessary for any particular design to establish a cost, on the basis of which a price to the customer could be determined. This bears a natural relation to the "pricing concept", quite different from a price list familiar in selling items from a catalogue. Indeed, it strains language to describe a fixed price list as a "pricing concept".
38In short, it may readily be seen that the "plans, engineering drawings, designs, and materials ordering system and pricing concept" which collectively described the "Concept" were all inevitable but at the same time derivative consequences of the distinctive aspects of the computer software program.
39Fourthly, paragraphs (a) and (b) referred to engaging in the operation of a "concept identical to or similar to the Concept" and "dealing with products similar to the Product". How is "similar" to be determined? As a question asked by the primary judge in the course of argument disclosed, it must be contextual. In some respects, rabbits and elephants are similar: both have four legs, two eyes and a nose and are herbivores. They may be similar for the purposes of an evolutionary biologist, but much less so from the perspective of a gamekeeper or taxidermist. Whether there is similarity thus turns on why the question is asked.
40The appellants, rightly, acknowledged that the comparison involved was qualitative, not quantitative. The following exchange illustrated the submission:
"BARRETT JA: Where does this spectrum [of what is similar] come from and how do you pick the right spot on it?
MOSES: In going to the facts of this case, the starting point necessarily must be what were the elements of the concept which were critical to the operation of the business of the first appellant which here was, of course, ultimately the sale of the sheds through shed kits to the public.
BARRETT JA: So if you find five crucial elements, similarity would exist if three of those were present?
MOSES: There has to be qualitative similarities, your Honour, and not just quantitative. We looked to the quality of the similarities in order to demonstrate our point and we will come to that when we deal with the question of breach, even on his Honour's own construction of the point."
41The appellants' submission is correct, but does not go far enough. The meaning of "similar to the Concept" in this context does not turn on any dictionary meaning of "similar": see the authorities in Smalley v Motor Accident Authority of New South Wales [2013] NSWCA 318; 85 NSWLR 580 at [47]. Nor does it turn on what has been held in other construction cases; as the primary judge correctly observed at [92], no two cases are identical and at best assistance may be obtained from the process of reasoning.
42Here, the parties have defined a "Concept" in a particular way and have forbidden engaging in conduct which is "similar" to it. It is the contract itself which contains the key to construing what the parties are to be taken have meant when referring to what is "similar". Within the qualitative analysis necessary to identify similarity, weight must be given to the way in which the Concept has been defined. In particular, there is stated to be one "distinctive" thing in it: the distinctive computer software program. If a concept comprises a distinctive element, as well as other elements, then it is likely that there will be "similarity" in the sense taken to have been intended by the parties if and only if a different concept shares the distinctive element.
43That is to say, if a person bound by the constraint uses the distinctive computer software program, then it is easy to see that the person will be engaging in a concept which is similar - in the sense taken to be intended by these parties - to the Concept. If the person uses software which replicates those aspects of the MultiBuild software which make it distinctive, then the same is true. Conversely, if the person does not use computer software, or uses computer software but not in a way which replicates that which makes MultiBuild distinctive, then that will be a powerful consideration suggesting that the conduct lacks the proscribed similarity.
44In short, much more important in the qualitative analysis is whether there is a corresponding use of a "distinctive computer software program", as opposed to whether two businesses use a "materials ordering system" and have a "pricing concept". Whether there is a use of plans, drawings, designs and a materials ordering system is relatively unimportant.
45Commercial considerations support this conclusion. FBHS paid $29 million for a business with few tangible assets and a large revenue stream based on commission paid by distributors. There could be no question of a licence fee being paid merely for selling a shed from a catalogue using an excel spreadsheet identifying prices or components. The licence fees were attributable to that which made MultiBuild distinctive - the ability for customers to design their own shed, with plans and structural integrity and components and pricing completed by the software.
46In the context of the Distributor Agreement, what would make a former distributor's business relevantly "similar" to the Concept would be the extent to which it used MultiBuild or something like it to give customers the same ability to specify the dimensions of their orders, with all that entails in terms of marketing, materials and pricing. It is quite natural that the post-contractual covenant in the Distributor's Agreement is narrower than those in the two business purchase agreements. That accords with the reasoning of the primary judge, who concluded at [101]-[103]:
"In those circumstances, and consistently with the prefatory words to cl 5(b) ("for the avoidance of doubt"), a "reasonable businessperson" would in my opinion understand that in cl 5(b)(i) the parties:
(1) are explaining how they intended cl 5(a) to operate during the three years following termination of the Distributor Agreement; and
(2) making clear that, during that three year period (when Stone Homes and its related entities would no longer have no access to 'the Concept') they must not use 'alternative methods, procedures, designs and plans' to the 'Concept' to engage in a 'concept' which is 'similar to' the 'Concept'; but
(3) were not seeking otherwise to prevent Stone Homes and its related entities from 'dealing with products similar to the Product'.
I thus do not accept the submission advanced on behalf of FBHS that the effect of cl 5(b)(i) is that the defendants cannot, in any circumstances, sell sheds in competition with FBHS for a three year period after the termination of the Distributor Agreement. However, the defendants cannot act in the manner described in the preceding paragraph: they cannot sell steel sheds in competition with FBHS if, in so doing, they are in substance using a business model or system that mimics that of FBHS (engaging in a 'concept' similar to the 'Concept').
No doubt the parties could have used words that expressed these matters more clearly. However, this construction of their words brings cl 5(a) into harmony with cl 5(b)(i): see Australian Broadcasting Commission v Australian Performing Rights Association (1973) 129 CLR 99 at 109 per Gibbs J."
47There is no error in the substance of the primary judge's conclusion on the construction of the covenant.