Gemcell: Where the very best independent electrical wholesalers, contractors, and suppliers call home. Built by independents, powered by partnership.
Branch Locator

Why Gemcell?

Gemcell’s wholesale network consists of more than 360 locally owned and operated, 100% independent stores across Australia and New Zealand. When you partner with Gemcell, you have immediate access to this network.

We proudly work with some of the best suppliers in the world. By partnering with Gemcell, you also get access to all of our promotional channels, so you can showcase your products to our audience of electrical contractors across the country.

Why partner with Gemcell?

Access an unparalleled network

Gemcell’s independent wholesaler network consists of more than 360 locally owned and operated businesses.

Increase Market Reach with Gemcell’s Network

Gemcell’s 360+ branches connect you to nearly 400,000 customers every year—nationwide.

Leverage our collective buying power

Collectively, Gemcell’s buying power is hugely significant, rivalling global conglomerates.

Strengthen your brand presence

Through our print and online media, we help promote your products to contractors.

Support local family businesses

Our wholesale members are all independent, local businesses that play pivotal roles in their communities.

Testimonials

What our Suppliers say about us

Rod Edwards

Haneco Lighting Australia

“Haneco proudly supports Gemcell because we believe in the vital role independent electrical wholesalers play across Australia. Partnering with Gemcell allows us to engage with a strong, growing network of branches that value quality, service, and trusted relationships. As an Australian-owned lighting supplier, we’re committed to backing the wholesale channel that value quality lighting solutions, solid...

Cameron Burns

B&R Enclosures

“As an Australian, family-owned manufacturer, at B&R Enclosures, we see real value in supporting Gemcell. Their network of independent, family-owned businesses reflects the same principles we live by – strong customer focus and genuine long-term relationships. Partnering with Gemcell helps keep decision-making close to home, strengthens the industry, and protects the future of independent businesses across...

David Hills

Australian Plastic Profiles

“The partnership between Gemcell and APP is one that we value highly. For APP, we truly appreciate the opportunity to forge and develop meaningful connections with like-minded business owners who also value factors such as loyalty and trust when they decide which suppliers to partner with. The role of Independents in the Australian electrical wholesale industry is critical, both in increasing supply options for...

Ben Mills

LEDVANCE

“With Gemcell’s large independent national network of members, it was important for LEDVANCE to partner with Gemcell to help grow our LEDVANCE and Osram brand and support the Trade Channel. Working with independent owners, each with a unique understanding of the markets they strategically focus on. Most electrical contractors have three accounts that they purchase against, and typically one of these is an...

Simon Gerard

Trader GSM

“Joining Gemcell gave us a chair at the table with Australia’s biggest independent branch network. That’s dialogue with 360 independent, motivated and service-driven branches, hugely important to a young brand like Trader. Like Gemcell, we are passionate about the electrical industry and love dealing with medium to small contractors in the residential space. These contractors like to support the independent...

Annie Davis

CLA Lighting

“CLA Lighting joined Gemcell in 2002 so that members could benefit from our quality products at competitive prices. Being a part of Gemcell automatically gave us access to the many members in the group. This then assisted us to grow our businesses together. As a medium size independent business working with the independent wholesalers has been and continues to be crucial in our development and that of our quality...

How we work with our members

Gemcell is 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.

In addition, we help promote you and your business to electrical contractors across the country through a range of marketing initiatives

1

Digital content sharing

Publish articles created for the Gemcell website directly on your own website, leveraging our expertise and SEO efforts, while you can rebadge our bi-monthly magazine Electrical Gems to be sent from your own business.

2

Customer engagement tools

Access content and assets that you can use to better engage your customers, including promotional material for the Electrical Gems magazine and competitions.

3

Industry authority and insights

Contribute to magazine and website articles sharing industry knowledge, positioning yourself as authoritative voices in the electrical contracting industry.

4

Networking opportunities

Connect with fellow members and business owners to share information and strengthen your collective market position.

Preferred suppliers

Australian Plastic Profiles
B&R Enclosures
Cabac
Clipsal by Schneider Electric
Electra Cables
EzyStrut
Hager Electro
Haneco Lighting
Legrand Australia
Madison Group
Matchmaster
Nexans Olex
NHP
Prysmian
Signify
Ventair

Approved suppliers

Atkore Flexicon
Atkore Unistrut
Australia Pacific Electric Cables
Bitek
Brilliant Lighting (Aus)
CLA Lighting
Elcon Cables
Energetic Lighting
ESCO Industries
Evolt
Fantech Trade
HellermannTyton
HellermannTyton
IPD Group
IXL Home
Klein Tools Australia
LEDVANCE
Marechal Australia
Martec
Mercator
Omega Power Equipment
Phoenix Metalform
Pipemakers Australia
Pramac Generac Australia
PSA Products
Repelec (Aust)
Robus
SAL National
Teknik Lighting Solutions
Trader (GSM Electrical)
Vinidex
Weidmuller
Werner Co Australia
Williams Mining and Industrial Sales PTY LTD

our suppliers

How we work with our suppliers

At Gemcell, we ultimately want to help our suppliers sell more products! When you come on board as a Preferred or Approved supplier, we offer you a whole range of opportunities to get your products in front of contractors across Australia, as well as access to the largest network of independent electrical wholesalers in the country.

Our brand proposition is simple.

We want to be synonymous with quality and trust. We want to add significant value across the entire industry supply chain – and we want the very best suppliers to be part of that.

Contact Us
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products sold each year
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branches across Australia & New Zealand
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customers served every month
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Locally owned and operated, supporting local jobs and the economy

Promotional opportunities for suppliers

We offer a wide range of opportunities for our suppliers to promote themselves to our members and electrical contractors across the country.

  • Advertising in bi-monthly print and digital magazine
  • Opportunities to contribute insights to magazine and website articles
  • E-newsletter advertising spots
  • Annual sponsorship opportunities
  • Downloadable content sponsorship opportunities
  • Competitions and giveaways
  • Regular new product promotion
Contact Us

Would you like to partner with Gemcell?

Enquire about becoming a Gemcell wholesaler today.
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    OCT - NOV 2013

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    AUG - SEPT 2013

The Mental Health Issue

Issue 188

The Mental Health Issue

AUG - SEPT 2025

The Infrastructure Issue

Issue 187

The Infrastructure Issue

JUN - JUL 2025

The Heritage Issue

Issue 186

The Heritage Issue

APR - MAY 2025

The Resources Issue

Issue 185

The Resources Issue

FEB - MAR 2025

The Renovation Issue

Issue 184

The Renovation Issue

DEC 2024 - JAN 2025

The Showtime Issue

Issue 183

The Showtime Issue

OCT - NOV 2024

The Bias Issue

Issue 182

The Bias Issue

AUG - SEPT 2024

The Distance Issue

Issue 181

The Distance Issue

JUN - JUL 2024

The Growth Issue

Issue 180

The Growth Issue

APR - MAY 2024

The Workfit Issue

Issue 179

The Workfit Issue

FEB - MARCH 2024

The Fire and Water Issue

Issue 178

The Fire and Water Issue

DEC 2023 - JAN 2024

The Multi-Res Issue

Issue 177

The Multi-Res Issue

OCT - NOV 2023

The Cost of Living Issue

Issue 176

The Cost of Living Issue

AUG - SEPT 2023

The Winter Issue

Issue 175

The Winter Issue

JUN - JUL 2023

The Light Issue

Issue 174

The Light Issue

APR - MAY 2023

The Security Issue

Issue 173

The Security Issue

FEB - MAR 2023

The Summer Issue

Issue 172

The Summer Issue

DEC 2022 - JAN 2023

The Change Issue

Issue 171

The Change Issue

OCT - NOV 2022

The E-Issue

Issue 170

The E-Issue

AUG - SEPT 2022

The Future Living Issue

Issue 169

The Future Living Issue

JUN - JUL 2022

The Transport Issue

Issue 168

The Transport Issue

APR - MAY 2022

The Local Issue

Issue 167

The Local Issue

FEB - MAR 2022

The Human Issue

Issue 166

The Human Issue

DEC 2021 - JAN 2022

The Branding Issue

Issue 165

The Branding Issue

OCT - NOV 2021

The Positivity Issue

Issue 164

The Positivity Issue

AUG - SEPT 2021

The ‘Not My Fault’ Issue

Issue 163

The ‘Not My Fault’ Issue

JUN - JUL 2021

The Fault Issue

Issue 162

The Fault Issue

APR - MAY 2021

The Power Issue

Issue 161

The Power Issue

FEB - MAR 2021

The Summer Issue

Issue 160

The Summer Issue

DEC 2020 - JAN 2021

The Care Issue

Issue 159

The Care Issue

OCT - NOV 2020

The Recreation Issue

Issue 158

The Recreation Issue

AUG - SEPT 2020

The Recovery Issue

Issue 157

The Recovery Issue

JUN - JUL 2022

The Solar Issue

Issue 156

The Solar Issue

APR - MAY 2020

The Bigger Business Issue

Issue 155

The Bigger Business Issue

FEB - MAR 2020

The Big Business Issue

Issue 154

The Big Business Issue

DEC 2019 - JAN 2020

The Elsewhere Issue

Issue 153

The Elsewhere Issue

OCT - NOV 2019

The Protection Issue

Issue 152

The Protection Issue

AUG - SEPT 2019

The Emissions Issue

Issue 151

The Emissions Issue

JUN - JUL 2019

The Retro Fit Issue

Issue 150

The Retro Fit Issue

APR - MAY 2019

The Retail and Hospitality Issue

Issue 149

The Retail and Hospitality Issue

FEB - MAR 2019

The Bush Issue

Issue 148

The Bush Issue

DEC 2018 - JAN 2019

The Training Issue

Issue 147

The Training Issue

OCT - NOV 2018

The Connected Home Issue

Issue 146

The Connected Home Issue

AUG - SEPT 2018

The Virtual Reality Issue

Issue 145

The Virtual Reality Issue

JUN - JUL 2018

The Wiring Devices Issue

Issue 144

The Wiring Devices Issue

APR - MAY 2018

The Entertainment Issue

Issue 143

The Entertainment Issue

FEB - MAR 2018

The Transport Issue

Issue 142

The Transport Issue

DEC 2016 - JAN 2017

The Institution Issue

Issue 141

The Institution Issue

OCT- NOV 2017

The Behind the Meter Issue

Issue 140

The Behind the Meter Issue

AUG - SEPT 2017

The Winter Issue

Issue 139

The Winter Issue

JUN - JUL 2017

The Project Issue

Issue 138

The Project Issue

APR - MAY 2017

The Australia Issue

Issue 137

The Australia Issue

FEB - MAR 2017

The Disaster Issue

Issue 136

The Disaster Issue

DEC 2016 - JAN 2017

The Outdoor Issue

Issue 135

The Outdoor Issue

OCT - NOV 2017

The People Issue

Issue 134

The People Issue

AUG - SEPT 2016

The Environment Issue

Issue 133

The Environment Issue

JUN - JUL 2016

The Safety Issue

Issue 132

The Safety Issue

APR - MAY 2016

The Wireless Issue

Issue 131

The Wireless Issue

FEB - MAR 2016

The Tools Issue

Issue 130

The Tools Issue

DEC 2015 - JAN 2016

The Cable Issue

Issue 129

The Cable Issue

OCT - NOV 2015

The LED Issue

Issue 128

The LED Issue

AUG - SEPT 2015

The Smart Issue

Issue 127

The Smart Issue

JUN - JUL 2015

The ANZAC Issue

Issue 125

The ANZAC Issue

APR - MAY 2015

The Australia Issue

Issue 125

The Australia Issue

FEB - MAR 2015

The Future Issue

Issue 124

The Future Issue

DEC 2014 - JAN 2015

The Renovation Issue

Issue 123

The Renovation Issue

OCT - NOV 2014

The Industry Issue

Issue 122

The Industry Issue

AUG - SEPT 2014

The Future Shock Issue

Issue 121

The Future Shock Issue

JUN - JUL 2014

The Light Issue

Issue 120

The Light Issue

APR - MAY 2014

The Green Issue

Issue 119

The Green Issue

FEB - MAR 2014

The Press Reset Issue

Issue 118

The Press Reset Issue

DEC 2013 - JAN 2014

The Safety Issue

Issue 117

The Safety Issue

OCT - NOV 2013

The Business Boot Camp Issue

Issue 116

The Business Boot Camp Issue

AUG - SEPT 2013

The AI Issue

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