Gemcell is Australia and New Zealand’s largest group of independent electrical wholesalers. We champion locally owned and operated businesses, ensuring high-quality electrical products are available to electrical contractors at competitive prices.

Gemcell aims to be your trusted partner in business success. We connect you with the right insights, advice, products, and services to help your electrical contracting business grow and succeed. We provide useful, educational, and promotional content to help you win more business, and run every day more efficiently and effectively. All of these resources and insights are free of charge to every contractor, whether you’re a Gemcell customer or not.

You can find a Gemcell wholesaler through our Find a Wholesaler tool. Our extensive network includes over 360 branches across Australia and New Zealand, ensuring that wherever you are, you’re never too far from a Gemcell wholesaler. 

Gemcell members offer a comprehensive range of electrical products including:

• Audio visual
• Cabling
• Data and communications
• Enclosures and accessories
• Energy management
• Fasteners and fixtures
• Heating and cooling
• Home automation
• Industrial
• Lighting
• Safety
• Security
• Solar and wind
• Switchgear
• Leads
• Tools and equipment

By buying products from a Gemcell wholesaler, you’re safe in the knowledge that you’re purchasing quality. 

Yes, on our website and in our Electrical Gems magazine, we provide expert advice and insights on various business topics, including finance, marketing, AI and technology, cyber security, legal, HR and people management, training, and mental health. All content and resources are free of charge and part of our commitment to helping you run your business more successfully.

You can stay updated through our website articles, which feature new products and industry trends. We also offer content and insights from industry research, as well as trending topics to keep you bang up to date. 

Yes, we offer various competitions throughout the year, including new product giveaways, gift card giveaways, and an annual Christmas giveaway. 

Gemcell is built on supporting 100% independent, locally owned, and operated member companies. This ensures that economic benefits and profits are retained within Australia, directly supporting local jobs and economies.

Gemcell partners with the leading manufacturers and distributors of trusted, well-known electrical brands in Australia and New Zealand. Check out our approved and preferred suppliers here. 

We’d love to include you in an article on our website. Simply email editor@gemcell.com.au, sharing your idea or angle, and we’ll get back to you! 

Gemcell’s vision is to help suppliers sell more products by earning the trust and brand loyalty of electrical contractors in Australia. We aim to further establish ourselves as a brand synonymous with quality – one that contractors love, trust, and have loyalty to, through useful, educational, and promotional material, which in turn reinforces supplier preferences.

We offer a diversified digital strategy that provides numerous opportunities for suppliers to connect with contractors. Our goal is to build a large and engaged audience of contractors, making us an attractive channel for your products and messaging.

Our digital asset list includes various advertising and promotion opportunities:

• Magazine ads (print and digital)
• Advertorial website articles
• Sponsored social media posts
• Aussie-made articles
• Inclusion as an editorial expert in content articles
• E-newsletter advertising spots
• Adverts within articles
• Annual sponsorship of content sections on the website (e.g., business section)
• Sponsorship of bi-monthly downloadable content
• Sponsorship of annual research

We build trust by publishing useful content, showcasing quality products, demonstrating the benefits of shopping locally, connecting members of the electrical contracting community, advocating for the industry, and connecting contractors with trustworthy wholesalers and suppliers. We aim to be a trusted partner in business success for contractors.

Gemcell supports the industry by championing independent wholesalers, which helps to keep the market competitive. Our wholesale members contribute to local economies through job creation, and when contractors spend with their local wholesaler, money stays in the community. We aim to become an increasingly present and authoritative industry voice, providing insights and advocating on behalf of the sector. By being the conduit between suppliers, wholesalers and contractors, we are uniquely placed to add significant value to the industry. 

We have Preferred Suppliers, which is our highest tier of partners, and Approved Suppliers. All Gemcell suppliers are quality brands that wholesale members and contractors can rely upon. 

Partnering with Gemcell provides you with access to an extensive and deeply integrated network of over 360 independent wholesale branches across Australia and New Zealand, serving more than 400,000 customers each year. Our digital strategy offers increased, measurable reach to electrical contractors, providing diversified promotional options and access to a significant and relevant audience.

Gemcell provides value by leveraging collective strength and economies of scale, offering access to quality suppliers at competitive pricing. We also foster camaraderie and networking opportunities, facilitating the sharing of information and best practices among members. Additionally, we provide digital content and assets for your own marketing efforts, to help you keep your own audience engaged efficiently. 

Gemcell is fundamentally built on supporting 100% independent, locally owned and operated member companies. We provide administrative and commercial support, along with marketing assistance. In addition to negotiating preferential terms with suppliers, we offer content and assets that members can use to enhance their own businesses and customer relationships.

 Yes, absolutely. We encourage it! Through our member portal, we provide customisable assets, including articles, digital magazines with customisable front covers, and social media tiles, which can be housed on your website or sent out via email and social media.

We provide resources and content aimed at fostering a ‘growth mindset’ in contractors, which reflects well on members and their businesses. We offer business insights and connect contractors with experts, helping them to improve their own operations, which in turn drives business back to members.

The aggregated buying power of our extensive member network allows Gemcell to negotiate significantly better terms with suppliers. This collective leverage enables consistent access to quality electrical products at highly competitive prices, directly benefiting members and their customers.

Vision: Gemcell exists to help wholesale members bring in more business, and suppliers sell more products. We do this by earning the trust and brand loyalty of electrical contractors in Australia, by helping them be more successful and win more business.

Mission: To become the number one online destination for electrical contractors and establish Gemcell as a brand contractors love, trust, and have loyalty to, by sharing a range of useful, educational, and promotional material. Through this, we can establish and reinforce wholesaler and supplier preferences.

We aim to harness the knowledge, insights, and relationships that exist within our membership to create valuable content. This includes surveying members and contractors to understand their challenges and information needs. Each month, we actively invite wholesale members to share insights, contribute content and showcase their own customers, too. 

Opportunities include sharing Gemcell’s content through your own channels, participating in surveys to provide industry insights, contributing to discussions, and potentially providing testimonials or participating in case studies.

Gemcell’s entire operational philosophy is built on supporting 100% independent, locally owned and operated member companies. This model combines the agility and local market understanding of individual businesses with the significant economies of scale and market influence of the group, ensuring economic benefits are retained within Australia and New Zealand.

Our strong, collaborative relationships with trusted supplier partners ensure a consistent supply of professional, high-quality products at competitive prices. Members gain access to these quality suppliers and favourable terms, which strengthens their own offerings to contractors.