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The AI Issue
Current Issue
The AI Issue
OCT - NOV 2025
Your brand, working with the best independent wholesalers. Get in front of almost 400,000 customers immediately.
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.
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...
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...
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...
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...
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...
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...
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
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.
Access content and assets that you can use to better engage your customers, including promotional material for the Electrical Gems magazine and competitions.
Contribute to magazine and website articles sharing industry knowledge, positioning yourself as authoritative voices in the electrical contracting industry.
Connect with fellow members and business owners to share information and strengthen your collective market position.
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.
We offer a wide range of opportunities for our suppliers to promote themselves to our members and electrical contractors across the country.
Enquire about becoming a Gemcell wholesaler today.
Enquire now
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