Strong relationships and quality product: a recipe for success for TEDS

With competition aplenty on its doorstep, TEDS in Chatswood, NSW, knows that strong relationships and quality products are the key to repeat business.

In this Article:
TEDS prides itself on its relationships with customers, not to mention the very best Australian products
Their lighting showroom is a hit with contractors and their clients
Good advice also keeps contractors coming back


Chatswood-based electrical wholesaler, Trade Electrical Data Supplies (TEDS) doesn’t have to look too far for competition – in fact, there are two other wholesalers within just 200m of their store.

But, since the business began back in 2015, it’s established a loyal and regular core customer base of electricians and contractors who keep on coming back.

And TEDS co-owner, Duncan Cunningham, believes he knows why.

“It’s all down to our staff and our stock,” he says.


"We’re friendly and helpful, and we’ve got some of the best Australian-made products. Between us all, we’ve got a lot of experience, and our customers appreciate that we’re a small, local business, too, just like them.”



TEDS: connecting Sydney’s Northern Beaches

TEDS was born when Duncan Cunningham and Mike Garner, who’d met a few years earlier while working for another electrical wholesaler – and kept in touch via the golf course –  decided to join forces and establish a new store in Chatswood, NSW.

Serving local electrical contractors around the Northern Beaches, the business has quickly established a firm and loyal customer base.

“We’re a domestic wholesaler, so we primarily deal with small contractors on residential jobs, so it’s that ‘little and often’ type of business,” explains Duncan.

“It’s quite labour intensive in the store as we have high foot traffic, which is unusual for this industry.

“However, that foot traffic is a testament to the relationships we have built – contractors know they can come in, get quality products and good advice.

“They might want to know about new products, or how they can tackle a problem or what sort of light might work best – and because we know our suppliers so well and have a lot of experience, we can help them pick the right product for the right job.  When you’ve been around long enough to have seen most things before, and it’s very difficult to replicate that experience.”

Since its launch, the business has more than doubled in size in terms of space (it extended into a neighbouring unit, and added an impressive showroom upstairs, too), doubled its staff roster – now standing at 11 – while its stock value has almost quadrupled, too.

And Duncan says it’s the quality of that stock – complemented by the stellar guidance and advice – that keeps customers coming back for more.

“Some electricians can get caught in a false economy. They might buy something that’s a bit cheaper, but if it breaks, they’ll be expected to go and fix it for free, and it ends up becoming quite expensive.”


“We have a really good customer base, and people usually want a better product – product from suppliers who’ll offer the right backup – and they know Mike and I are usually on the shop floor if they need us, too.

“Our contractors will often bring in their residential clients to view products in our showroom – that’s another genuine point of difference for us, and contractors appreciate it.”

Knowledge supports product quality at TEDS

Of course, that physical product has to be complemented by exceptional knowledge – which is continually developed and evolved thanks to the TEDS Trade BBQs every Tuesday.

A supplier is invited in to demonstrate, and have a chat about some new products with customers enjoying a snag. What’s not to love?

Not only does it reinforce the value of TEDS, but also builds relationships with contractors and suppliers, too – as well as helping the TEDS community keep up to date with new products, too.

That wider community aspect is hugely important to TEDS, too. The business puts back into the community via sponsorships of local sports teams: Hornsby Rugby Club, and Mount Colah, Berowra and Chatswood soccer clubs all play in kits adorned with the TEDS name.

“That’s not really about getting anything back,” says Duncan. “Mike and I are involved in local sport, and we just do it because we can.”

And, in a nutshell, that’s what’s so important to support local businesses such as TEDS and the other independent electrical wholesalers across the country.

The support you give local businesses, more often than not, comes back into the community in one way or another – which can only be a very positive thing indeed.



Have you enjoyed learning about TEDS? 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.

Support your local electrical wholesaler – local businesses supporting local businesses. Discover your local wholesaler here.

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