About Us

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.


The Gemcell Difference


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.


With over 360 branches located across Australia and New Zealand, you’ll find a Gemcell branch conveniently located near most major centres.


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






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.


We are Gemcell

….your homegrown team!

We are Gemcell, Australia and New Zealand’s largest electrical wholesale group, with a growing network of more than 360 branches covering every state and territory. We are 100 percent independent, locally owned and operated, and help support local jobs and the economy by keeping profits in Australia and New Zealand. Every day, Gemcell customers benefit from the value the group creates, combined with a personalised, family service and the best advice on all your product needs. For more than 30 years, we’ve been empowering local independents to compete against their foreign-owned rivals.

Wholesalers / Our Members

Every one of our Members is an independent, locally owned and operated electrical wholesaler in Australia or New Zealand, committed to offering their customers the very best products, service and advice. Many of our Members are family businesses, with knowledge, commitment and passion being passed down from generation to generation, ensuring that our customers continue to receive quality customer service and expertise for years to come.


Builders, Retail & Trade

Electrical contractors and electricians make up our main customer base, and come into our Members’ stores to purchase the items they need to service their own customers. Our Member stores provide electrical, lighting, wire and cabling items, tools. industrial products, and much more, to our contractor base, which can range from large electrical contracting companies to local sparkies with small businesses.


The final piece of the puzzle is our indirect relationship with the general public. We facilitate the movement of products all the way from our trusted Suppliers all the way, through our Members and our customer base, until it reaches the final end user.

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

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 and Communications Lead

Gemcell Electrical Group

Arlene Alvarez-Marcelo

Accounts Officer

Gemcell Electrical Group

Joby Varghese

Data Analyst

Gemcell Electrical Group

Carol Kesarram

Data & Administration Assistant

Gemcell Electrical Group

Learn more about our Members


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.”


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.

IMELCO Corporate Film