The hidden value of buying Australian electrical products

At Gemcell, a major part of our value proposition is to keep our electrical contracting customers supplied with the very best products from brands you can trust. Those brands all have a significant presence in Australia and commitment to the country – and are constantly developing products designed specifically for Australia. But the value that Gemcell’s suppliers bring to the country doesn’t stop there.

Local manufacturing and job creation

It stands to reason that if suppliers have manufacturing bases here in Australia, they’re creating jobs, too.

For example, Gemcell supplier, EzyStrut has a long and proud history of manufacturing in Australia – with future expansion firmly on the cards, too.

“EzyStrut has manufactured in Australia for more than 40 years, and currently employs approximately 300 Australians – most of whom are based in our factory in Adelaide’s northern suburbs,” explains EzyStrut General Manager Stephen Taubitz.

“We’re constantly introducing improvements to our equipment and processes to remain at the cutting edge of our sector, including our recent announcement of a brand-new factory build in Adelaide, as well as recent and forthcoming expansion of our branch offices and delivery fleet in every mainland capital city.”

In Adelaide, too, Haneco is growing its presence, with a new purpose-built facility under construction, which will be unveiled next year to coincide with its 15-year celebrations.

At Legrand, 70% of the business’s products are made in Australia, in its facilities at Prestons, Caringbah, and Ingleburn – it believes local manufacturing is key to delivering smarter, more sustainable solutions tailored to Australian needs, and its local footprint allows agility and responsiveness to provide the best solutions for our local customers. 

B&R Enclosures, meanwhile, was founded back in 1955, and today operates its global headquarters and main manufacturing facility in Brisbane, with additional switchboard building, electrical and equipment integration, and modification facilities in Adelaide and Sydney. Supported by multiple sales and warehousing offices across Australia, along with international manufacturing facilities, B&R combines global reach with strong local capability.

“Over the past 70 years, B&R has built a reputation for excellence in the design and manufacture of enclosures, with everything we’ve learned reflected in the quality of our products and the strength of our customer relationships,” says Cameron Burns, Commercial Manager at B&R Enclosures.

“As an independent, Australian-owned business, we proudly champion the core values of quality, service, and value. Looking ahead, we’re on a strong growth trajectory, driven by rising demand for services that complement our products – from design and engineering to integration and modification – enabling us to deliver complete solutions that help our customers succeed.”

Clipsal employs over 450 people in South Australia across R&D, engineering, design, manufacturing, logistics, sales, and marketing, and the Gepps Cross manufacturing centre in Adelaide supports both the Clipsal portfolio and Schneider Electric’s customers across Australia and New Zealand. This local capability ensures that wholesalers and contractors can access products quickly and reliably, without relying solely on overseas supply chains.

Australia’s climate and lifestyle demand products that are not only compliant but also relevant.

Schneider Electric’s Pacific Design Lab in Adelaide – one of only seven globally – develops solutions specifically for local homes and businesses.

VP Design Asia-Pacific, Tim Turrini-Rochford, says their design philosophy is empathetic and customer-focused. “We have a clear message of what design is for us: design is about transforming an existing situation to a preferable one… fundamentally it is about creating things that solve problems in people’s lives.”

Which neatly sums up the value proposition presented by Gemcell suppliers.

Creating a supply chain to rely on

Of course, quality products are one thing – it’s essential that you have them when you need them. And Gemcell suppliers and wholesalers go all the way to ensure you have exactly what you need, when you need it.

“Managing the supply chain to ensure electrical wholesalers and contractors always have the products they need at the right time is something we take great pride in at Ventair,” says Michael Astachnowicz, Sales Director.

“We are experts at managing the seasonal flow of our business, particularly as we head into the all-important summer ceiling fan season. Our strategy revolves around a never-out-of-stock mentality for fast-moving items, always prioritising customer satisfaction over the risk of carrying extra stock.

“Additionally, our national warehousing network ensures the swiftest unloading and dispatch in our category, a skill we have honed over the years. Utilising the latest dispatch technology, we minimise contact points between incoming orders and outgoing stock, ensuring efficiency and speed.”

Over at Haneco, meanwhile, Nicho Teng, Founder and Director of Haneco Lighting, says, “We bring in more than 500 containers every year, so roughly one per day, and we coordinate deliveries from our factories directly into our regional warehouses – Perth, Brisbane, Melbourne, Sydney and Adelaide – keeping the industry moving with stock and efficiency across the supply chain.”

Having brands you can rely on and trust is key, too – and for 70 years, Bailey Ladders has been supplying the sector through its Australian-based product design and engineering.

“By working closely with trades on site, we have been able to continually develop and implement innovative designs within the range to ensure the ever-changing requirements of the jobsite are met.”

Of course, it’s important to be competitive on price, and at B&R Enclosures, Burns says, “We’ve got to compete with low cost overseas imports, so half of our business is based on efficiently producing quality standard products for a range of applications.

“Complementing this, is our manufacturing customisation capability, where we provide end-to-end design, manufacturing, electrical integration, testing, project management and distribution.”

Having a dependable supply chain is essential, and with the industry firmly focused on its environmental impact, the sustainability aspect is key, too.

Legrand says its local operations help reduce emissions by limiting long-haul shipping and enabling more sustainable production methods, and its constant innovation, from increasing the use of recycled plastics to optimising machine usage, helps move the business towards a more circular and climate-conscious manufacturing model.

Creating the right products for Australia

Australia’s conditions mean that sometimes specialised solutions are needed for contractors. For example, Haneco’s Terralux Sports Luminaire is designed in Australia for Australian conditions.

“The tested operating temperature is 50 degrees, with lifetime testing done at 40 degrees – which is  ideal for Australian conditions,” explains Nicho Teng.

“In contrast, European sports lighting is generally tested to 35 degrees maximum, with lifetime testing done at around 25 degrees.”

Local operations and local research and development teams are central to Legrand’s approach, too, enabling it to offer a customised packaged product solution, as well as ensure compliance with all Australian manufacturing quality and safety standards. Select products from its premium range of exit and emergency lighting are 100% certified Australian Made, offering peace of mind to customers wanting to know they are purchasing solutions that are both designed and manufactured locally.

Today, a significant challenge is the use of energy in the home and Schneider Electric’s expertise coupled with Clipsal’s local ingenuity has enabled Clipsal to focus on developing solutions for efficient, seamless living that supports the way Australians live, work, and entertain at home.

“A new era of residential energy management is emerging in Australia in response to rising energy prices and environmental concerns,” says Vice President Home & Distribution, Schneider Electric, Chris Kerr. “We know many homeowners have made changes to their home to make electricity bills cheaper, while at the same time technology has been increasingly accepted as a means to improve ways of living.

“Our focus with Clipsal is to bring the latest technology to electric home design, supporting homeowners to fulfil the dream they have of their home while supporting decarbonisation and more efficient energy use.”

Appreciating the value quality suppliers – and wholesalers – bring

Gemcell’s network of wholesalers and suppliers is dedicated to delivering the very best products and service to ensure you – our electrical wholesalers across the country – have everything you need to do the very best job possible. By connecting you with the suppliers you can rely on, we help you build trust in the products you supply – safe in the knowledge you have the support and backup you need.