About Gemcell Electrical Group: Your Local Wholesale Partner

Who We Are

Independent. Local. Here for contractors.

Gemcell is a national network of independent electrical wholesalers dedicated to supporting electrical contractors. By providing the right products, advice and insights, we help you work smarter and deliver the best outcomes for your clients.

Gemcell’s purpose is to connect contractors with the very best independent wholesalers, and support electrical contractors every single day.

We also want to support local and independent businesses in Australia and New Zealand. These businesses are critically important to our nation – they are an integral part of local communities. When you spend money with a local business, you know that money is staying in your community.

Stronger together

products sold each year

branches across Australia & New Zealand

customers served every month

Locally owned and operated, supporting local jobs and the economy

What we do

For contractors

Think of Gemcell as your business partner. Your support act, your cheer squad. We’re here for electrical contractors like you, who want to keep improving their businesses and are looking for insights and inspiration that can have a big impact. To help you do that, we connect you with change-making info, advice, products, and wholesalers that can give you a true competitive advantage.

For members

We offer access to quality suppliers at competitive pricing, networking opportunities, and the chance to share information with fellow business owners. We help support our members with customisable content, and continually promote the benefits of shopping with a Gemcell wholesaler to our audience of electrical contractors.

For suppliers:

We provide extensive reach to electrical contractors and our member wholesalers, along with diverse digital promotion options to help get your products in front of those key decision makers. Through our digital Electrical Gems magazine, our website, social media and competitions, we offer a number of avenues to access niche audiences and deliver value to you.

The Gemcell story

Founded in 1991, Gemcell is a network of independent Australian and New Zealand-based electrical wholesalers who join forces to keep costs of electrical goods competitive for electrical contractors. All Gemcell member wholesalers are 100% independent, and locally owned and operated.

Why Gemcell exists

Gemcell exists to ensure independent electrical wholesalers have a level playing field to purchase from suppliers, and electrical contractors can always access competitively priced products. We believe in the wide-ranging value of locally owned and operated businesses – and the power they have on communities – and want to do everything we can to support them.

Our core values

For 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.

The Aussie Issue