Gemcell Australia

Venturing out into business on his own was a leap into the unknown for Pat Catanzariti. Luckily for Pat and the Catanzariti family, there were some good people out there who helped them land on their feet.

Have you ever wondered how to get started in electrical wholesaling? This is how one man did it! After having worked in the electrical industry as a licenced electrician for 12 years, Pat Catanzariti longed for a change. With an urge to go into sales, Pat approached Lakemba Wholesalers (Later to become TLE) and secured employment for five years, then spent a further eighteen months with Lawrence & Hanson.

It was then that Pat stopped and thought about his future and the future of his family. This was the moment that Pat Catanzariti decided to take that big step; borrow the money and give it a go on his own as an independent electrical wholesaler. A big jump, and a giant leap into the unknown! FES proudly opened for business in October 1987, with Pat & Maria Catanzariti as directors.

“We initially set up business in a rented small factory unit with one employee and a second hand delivery van” recalled Pat. “We knew it was going to be tough competing with the larger established wholesalers, some of whom also had an affiliation with the major cable manufacturers, but getting a trading account with the major suppliers was another issue entirely. One major supplier virtually closed the door in our face and told me that he would not give me an account because he was concerned what the established wholesalers would say to him.”

“Two people who believed in us and supported us with an account from day one were Fred Moussalli at Spinaway Cables (Now Olex Cables) and Ian Macnab at Telemecanique Aust. (Currently known as Schneider Electric). Approx. three years later, Telemecanique appointed FES as an authorized distributor for their well known brands of contactors, Merlin Gerin circuit breakers and Square D switchgear. Today, some twenty years later, these two companies are still our main suppliers for their respective products. Another person who helped us at this time was Gary Palmer from Suburban Electrical Wholesalers who supplied us with Clipsal and HPM products until we could prove to both companies that we had a financially viable business.”

“One major supplier virtually closed the door in our face and told me that he would not give me an account because he was concerned what the established wholesalers would say to him.”

Fairfield Electrical Supplies (FES ) was not Pat’s first choice of business name when he started operations back in 1987, but in hindsight, FES could not have been a more appropriate name. Fast & Efficient Service is what Fairfield Electrical Supplies does best, and at competitive prices into the bargain.

Yet towards the late eighties, inflation was starting to bite and interest rates were up over 18%. The Catanzaritis didn’t know what the future held, property rentals were increasing sharply on a regular basis and consequently a tough call had to be made if they were going to try and stay in business. By this stage, through hard work and perseverance, they had managed to put some runs on the board and in 1990 were able to convince their bankers to finance the purchase of a block of land and the building of a new 800 sqm. warehouse in the Wetherill Park industrial area, where FES still operates today.

At about that same time, Pat took a phone call from Henk Plug at LEW, inquiring if Pat was interested in becoming involved in a buying group that Henk was trying to get started along with other independent wholesalers. The aim was to become more competitive with larger established wholesalers. After the initial meeting at Gordon Macdonalds in Wollongong, Gemcell Aust. was formed, with FES becoming one of the founding members.

“Being a member of Gemcell has served us well” said Pat. “We can network with other members, it has given us the opportunity to be more competitive in the marketplace and the interbranch trading arrangement has also proved to be successful and very beneficial to all of the members.”

Gemcell gives FES buying power and industry support. With plenty of opposition in the area (six other wholesalers within close range) FES is glad of Gemcell’s backing. Experienced staff members, a large range of industrial stock and the knowledge that what we don’t carry we endeavor to get to the customer within 24 hours from receipt of order, have all earned FES widespread customer loyalty. “Our customers appreciate what we do for them, and this is borne by the fact that some of our major customers have been supporting FES since we started 21 years ago” said Pat.

Experienced staff members, a large range of industrial stock and the knowledge that what we don’t carry we endeavor to get to the customer within 24 hours from receipt of order, have all earned FES widespread customer loyalty.

In addition, the majority of FES customers are industrial accounts with manufacturing plants. Machinery downtime costs can run into thousands of dollars per hour. FES customers know that at any hour, day or night, FES is only a phone call away.

Today the company employs a staff of six. Pat and Maria’s son, Frank Catanzariti, who manages the branch, joined the company in 1994 after coming out of school. Rob Crabbe, who has vast experience in the electrical industry, joined FES two years ago and works with Frank in sales, whilst driver Bruce Allen has been with the company for sixteen years. Pat and Maria’s daughter Rose, who joined FES in 2002, looks after all aspects of the accounts office, and Robbie Hunt looks after the store.

Pat and Maria’s other daughter, Cathy Camera, was responsible for designing the logo that is being used on the uniforms, the stationery and all of the other advertising mediums.” Pat is proud that every member of the family, together with other staff members past and present, have made a contribution to the progress of FES.

“We may not have grown immensely over the years, but we have satisfaction in the fact that we have loyal customers, committed suppliers and loyal employees” said Pat. “My philosophy is that if you want to have any chance at all of succeeding in a business, and especially a small one, you have to be prepared to work long and hard, control your debtors, control your stock and look after your employees. I am satisfied that we have achieved that, and we look forward to being able to contribute to the growth of Gemcell in whatever way we can for years to come.”