Our Story - Gemcell

What is Gemcell?

Gemcell is the largest electrical wholesale group in Australia, comprising 26 independent, locally owned and operated member companies that have more than 360 branches between them.

Gemcell was formed in 1991 to ensure independent wholesalers had the buying power to compete against multinational conglomerates. A key factor in this was to help protect local independent businesses, and ensure that electrical contractors always had access to competitively priced products they could trust and rely on.

Our business model empowers locally owned and operated businesses, giving them the strength and collective buying power to go toe-to-toe with multinational conglomerates, and ensuring electrical contractors have access to quality products at competitive prices.

Today, Gemcell is a key component in the electrical industry, supporting wholesale members with access to quality products, helping our suppliers bring in more business, and – most importantly – helping electrical contractors build successful, thriving businesses.

And access to competitively priced, quality products is just one part of our offering. We know electrical contractors are busy people who often don’t have as much time as they like to spend working on – as opposed to in – their business.

Our digital magazine, Electrical Gems, and our content website are created to help connect contractors with the very best advice, insight and inspiration to help run better businesses.
From HR tips to marketing advice, industry insights to stories from other contractors, our magazine and website are essential reads and resource pools for every electrical contractor in Australia and New Zealand.

Today – A Trusted National Network
We now represent 26 locally owned and operated member companies with over 360 branches. Gemcell supports its members with strong supplier partnerships, collective buying power, and business tools to help contractors succeed.

Stronger together

products sold each year

branches across Australia & New Zealand

customers served each month.

Locally owned and operated, supporting local jobs and the economy

Why buy from a Gemcell member wholesaler?

Gemcell wholesale members sell the very best products from the very best suppliers, and thanks to the buying power of Gemcell, they are able to offer those products at a competitive price.

Why should you buy from a Gemcell wholesale member? It’s simple.
Every Gemcell wholesale member is a 100% independent, locally owned and operated business that has typically been a central part of their community for decades.

Our members also employ local people, and support and sponsor local events, charities and initiatives. When you buy from a Gemcell member wholesaler, your money stays in your local community – and that can only be a good thing.

Our core values

Support local, independent businesses

We are 100% independent, locally owned and operated, and strive to ensure local businesses are supported and able to thrive.

Level the playing field

In any sector, money talks and big businesses often hold the power. By joining forces, local, independent electrical wholesalers can level the playing field and help communities prosper.

Growth mindset

Supporting independent wholesalers is just one part of our mission. We empower electrical contractors to run successful businesses, and achieve the growth they dream of.

Trust and confidence

Gemcell means wholesalers you can trust, products you can rely on and information and resources that can prove invaluable to your contracting business.

We’re proudly part of IMELCO

In 2010, Gemcell was proud to become part of IMELCO – the international marketing electrical corp – the world’s largest group of independent electrical wholesalers.

IMELCO consists of more than 1200 wholesalers in 22 countries across the world, and is larger than any multinational electrical wholesaler globally.

As part of IMELCO, our members are even better placed to keep pace with market developments and react to rapid change.

Why Gemcell exists

We exist to support local, independent electrical businesses in Australia and New Zealand. We do this by helping independent wholesale members access quality, competitively priced products, and providing contractors with quality knowledge, information and resources to protect and grow their businesses.

The Aussie Issue