About Us
Strength. Convenience. Value.
The largest group of independent electrical wholesalers in the nation, with more than 360 branches across Australia and New Zealand
Gemcell Electrical Group was established in 1991, under the name Gemcell Australia, by six independent NSW electrical wholesalers forming a buying group to allow them to compete with large multinational electrical wholesalers. In July of 2013, Gemcell Australia changed its name to Gemcell Electrical Group, to reflect the operations of the group more clearly.
Today, Gemcell is Australia and New Zealand’s largest electrical wholesale group, with 24 independent member companies and a growing network of more than 360 branches. Every one of our Members is 100% independent locally owned and operated, meaning that Gemcell helps to keep profits in Australia and New Zealand, and support local jobs and the economy.
Represented in every state and territory, together we can hold our own against the massive foreign-owned multinationals and offer Gemcell customers the best of both worlds – massive buying power combined with personal family service.
In 2010, Gemcell became a member of IMELCO, an international electrical wholesale group based in Europe, improving our ability to compete in an increasingly global market.
WHY PEOPLE CHOOSE US
The Gemcell Difference
Strength
By working together, we are stronger. We are able to give our customers the best of both worlds – massive group buying power, combined with personal family service.
Convenience
With over 360 branches located across Australia and New Zealand, you’ll find a Gemcell branch conveniently located near most major centres.
Value
Gemcell’s unrivalled buying power means we can always offer excellent value to our customers. For more than 30 years, we’ve been empowering local independents to compete against their foreign-owned rivals, and deliver the best value possible for our customers.
Supporting locals
We are 100 per cent independent, locally owned and operated, and help support local jobs and the economy by keeping profits in Australia and New Zealand.
Working together to supply the electrical industry
Suppliers
Gemcell
Wholesalers
Trade
Consumers
Our Suppliers
We work with trusted Supplier partners, who manufacture and distribute some of Australia’s most well known brands in the electrical industry. Our close relationships with these Suppliers ensures that our Members and their customers receive a wide range of professional, high quality products.
Gemcell Directors
Gemcell Electrical Group is run by a Board of Directors, elected annually from within our member companies.
Scott van Eck
Gemcell Chairman
General Manager & Director Commercial, Gordon Macdonald Electrical
Daryl Read
Gemcell Director
Managing Director, POPES Electrical and Data Supplies
Anton Middendorp
Gemcell Director
Director, Middy’s
Simon Baynes
Gemcell Director
CEO, CNW
Craig Grammer
Gemcell Director
CEO, J.A. Russell Ltd
Craig McBride
Gemcell Director
Director, Lecky’s Electrical Wholesale
Peter Eiffe
Gemcell Director
Director, MYELEC Electrical Wholesalers
Jim Micholos
Gemcell Director
Senior Commercial Manager, P&R Electrical Wholesalers Pty Ltd
Gemcell Staff
Gemcell Electrical Group is supported by a close-knit team of support staff, who provide marketing and administrative services.
Tracy Bennett
General Manager
Gemcell Electrical Group
Sonia Irani
Marketing Lead
Gemcell Electrical Group
Arlene Alvarez-Marcelo
Accounts Officer
Gemcell Electrical Group
Joby Varghese
Data Analyst
Gemcell Electrical Group
Matthew Hales
Data & Administration Assistant
Gemcell Electrical Group
Carol Kesarram
Data & Administration Assistant
Gemcell Electrical Group
Learn more about our Members
TESTIMONIALS
The Gemcell Experience
Dubbo Powerhouse
Dayne and Darren Gardiner
“Supporting locally owned and operated businesses is important to us, so when it comes to being part of Gemcell, it gives us strength in the marketplace to offer competitive pricing from known and trusted suppliers, which in turn allows our customers to continue buying and supporting local.”
Sheriff Electrical Wholesalers
Ian Jones
“By partnering with the Gemcell Group, our business is granted access to global buying power while remaining connected and up-to-date on the latest technologies, trends and innovations through IMELCO. It was a straightforward decision to join the Gemcell Group as it is a 100% Australian-owned company, which supports the growth of our local economy.”
POPES Electrical & Data Supplies
Daryl Read
“As a family owned, Australian business, I greatly value being a part of the electrical industry’s only Australian owned, family owned, buying group. Being a Gemcell member gives us access to more supplier deals than we could possibly negotiate on our own. The size of Gemcell’s purchasing power also ensures our deals are better than we could negotiate on our own.”
TEDS
Duncan Cunningham
“Being a Gemcell group Member gives us the ability to network with many other Australian-owned, likeminded businesses, and the support we get from the staff at Gemcell is second to none. Our business now enjoys access to Supplier rebates, Group promotions and the Qantas Business Rewards program, which benefits our customers and helps our business.”
Lecky's Hunter Valley Electrical Wholesalers
Mark Smith
“Being part of Gemcell has fantastic benefits for our business – the buying power of more then 360 branches allows our business to compete daily, either by the way of our drive thru, fully stocked warehouse, via our reps, or with our online business engine and electronic catalogue system.”
International Affiliation
IMELCO (International Marketing Electrical Corp) is the world’s largest consortium of independent electrical wholesalers with more than 1,200 associated wholesalers in 22 countries across Europe, Australia, Russia, the USA and Canada. It is also larger than any multinational electrical wholesaler worldwide.
For more than 20 years, IMELCO has strived for the sustainable development and success of each of its members which in turn benefits the group as a whole.
IMELCO achieves this by facilitating the exchange of know-how and market data internationally and negotiating a common framework for terms and conditions with suppliers. The goal being always to attain the best benefits for each single party involved.
Gemcell Electrical Group became a proud member of IMELCO in January 2010 and has forged strong relationships within the consortium.
As a member of IMELCO, Gemcell Electrical Group benefits by accessing essential and worthwhile support in a competitive market, allowing our members to keep pace with ongoing market developments and react effectively to rapid market changes.
What this means for customers of Gemcell members
The strength of IMELCO backing the Gemcell Electrical Group means our independent members compete competitively with multinationals to deliver more value to their customers, and support their local communities and economies.
