Gemcell Australia

Most start-up businesses begin small and EWM is no exception. It was July 1988 and John Bratt and John Bennett decided to start a business of their own. They knew they lacked experience. What they didn’t know was how much!

At that time, John Bratt was Branch Manager for D&W Electrical in Hobart, established by his father Don Bratt in 1964. He had previously had two years managerial experience owning and running a country hotel, then after completing an electrical trade course John returned to the company as Creditors Clerk. He later progressed into the management role.

John Bennett (or Benny as he is affectionately known by all his friends in the industry) had come out of school at fifteen to be a junior storeperson for the same company and was by then Stores Manager. What they lacked in experience, they would make up for with abundant enthusiasm. There was no “starting at the top” for these two, they both knew why you have to learn to crawl before you can walk.

The sweet taste of independence... EWM is born!

And so, encouraged by several previous clients (many of whom are still very valued and loyal clients today) Electrical Wholesalers & Manufacturers Agents Pty Ltd was registered the same month and commenced trading on the 4th of October that same year, from rented premises at No. 16 Smith Street, North Hobart. This was a vast empty store once used to bulk warehouse cocoa beans for the famed Cadbury's Chocolate Factory.

Late 1988 was a period of high interest rates and “the recession we had to have”. It was extremely difficult to build financial security and stock holdings on a very limited budget while at the same time servicing their ever-growing customer base. However, the families all pitched in and consequently the business became a true family affair, with Benny managing internal sales (both phone and counter) plus stores and purchasing.

John Bratt was responsible for marketing, external sales, deliveries and overall management of the business. John’s wife Deb supported them by looking after the accounting processes. In the early 90's, as both their client base and sales grew, they were able to afford the luxury of a full time delivery driver. With this came further expansion of the organisation and employment of an additional internal sales person to assist Benny with the day-to-day operations plus, a clerical assistant. EWM was beginning to spread its wings.

EWM buys its own premises, but money stays tight.

In late 1993 an office and warehouse just down the road at 10-12 Smith Street, North Hobart came onto the market. The property, which suited the company’s future plans, was subsequently purchased by the Bratt family and the relocation was made. This move allowed them to expand in order to accommodate ever-increasing stock holdings and provide adequate facilities for their growing clientele.

This bold yet astute move consumed all their energy and finances, yet this period proved to be the turning point for the company, a time when EWM won recognition as a genuine supplier to the Electrical Industry.

An invitation is extended, a small trip is planned...

At a function in Adelaide, John Bratt was fortunate to meet several members of the original Gemcell group. A subsequent invitation was extended to attend the next A.G.M. being held in New Zealand and so, John packed his bags with his sights ultimately set on the possibility of a Gemcell membership.

“Hey dad, can you lend me a few bucks for plane fare? I want to join a buying group...”

Finances were tight, as previous growth had swallowed all their spare funds. So with the large sum of $5000 borrowed from his dad (after much discussion on the benefits of joining a buying group) John was off to New Zealand to attend the Gemcell A.G.M.

He would never look back. “Acceptance of EWM into Gemcell was truly the turning point in our company’s history and I will be eternally grateful to those members who saw fit to allow us to join Gemcell” John explained.

Gemcell membership the turning point for EWM

“I would like to personally thank (in particular) Mr John O'Neill for his efforts in keeping my concentration levels up whilst in N.Z. at that first meeting and the continued encouragement and support offered by Henk Plug and the rest of the Gemcell family” John said.

“It is through the efforts of many people, the above included, that EWM continues to grow under the leadership of Craig Bidgood, our general manager. We are proud of the excellence in service and product knowledge that we provide to our ever-growing client base in southern Tasmania” added John.