MIW – a WA electrical wholesaler built on word of mouth

Launched in 2019, MIW now has four branches in Western Australia, serving large mining contracts across the state. And it’s a business that’s been built on reputation.

In Western Australia, the mining industry is of paramount importance, with its success felt all across the country.

And, of course, behind all of those mining businesses, there’s a host of other organisations playing pivotal roles in keeping mining moving – whatever happens.

One of those businesses is Mining & Industrial Wholesalers (MIW). Owned by husband-and-wife team Joe and Erica Settineri, MIW in Bibra Lake was launched in mid-2019.

And, despite the challenges the world threw at all of us shortly after, it’s an incredibly successful business, with three additional branches in Busselton, Welshpool and Malaga, serving large mining clients as well as smaller commercial contractors.

The secret to success for MIW is something the business is built on: relationships, reliability and quality products.

“The relationships the guys have built over the years are key,” explains Erica.

“Everyone, including Joe, has their own clients that they manage, so our customers don’t get bumped around between person to person.”

“People like to be looked after by management types – experienced people who know the industry – and that’s what sets us apart; everyone’s very hands-on.”

How MIW is keeping mining moving 

Now employing 30 people across its four locations, MIW’s team is often on the road, travelling between jobs to deliver products in the nick of time, often not returning to the office until past 6pm.

It’s that commitment to the client that is hugely important for a successful electrical wholesaler – and so too is the quality product that they’re able to deliver.

“Buying the right product at the right price for our clients is also very important,” says Erica. “Of course, that’s what being part of Gemcell helps us achieve, as we can negotiate better prices, and we are able to win some jobs on the strength of that.”

While serving its local industry is fundamental to MIW, so too is giving back and supporting local organisations.

The business holds barbeques and events for contractors and supports a number of local rugby and soccer clubs, too. The Busselton store is also heavily involved in the local cricket scene, and one of the MIW team members is an umpire – although rumours of leniency towards clients who are playing haven’t been confirmed!

However, despite everything else on the periphery of the business, the product has to stand up to scrutiny. That – and excellent customer service – is critically important.

“We often have to supply specifications to our customers, and if it’s not in accordance with their specs, we can’t supply that product,” says Erica.

While MIW is currently tracking an average of one store opening per year since its launch, Erica says they’re ‘having a year off’ from opening another one. But that doesn’t mean the business is standing still right now.

Far from it.

“We’re always growing, always looking at better ways to support and service our customers,” she says. “After all, they’re the most important piece in all of this.”

And, that growth which has seen it open four stores, has been built primarily on good, old-fashioned word of mouth.

“We don’t do a lot of advertising or social media, and the business is growing from word-of-mouth recommendations, which is the best way to get new customers.”

You can’t argue with that!

Want more information about MIW? Click here to view their Member page.

Have you enjoyed learning about MIW? Check out more Member profiles, of Members who are part of the Gemcell Electrical Group. Every one of them are locally owned, locally operated, independent businesses.