Gemcell Australia

Rick Gainfort gets to work early and goes home late. After 32 years running and guiding Gainforts Electrical Wholesalers at Hornsby and Mona Vale, he still puts in a 12-14 hour day. But that is just “the nature of the beast”. Like Holdens and some other old cars he loves to tinker with, Rick clocked up a milestone this year. But unlike a Holden (or his beloved ZC Fairlane) it’s not so easy for a bloke to get a service and tune up [like a car] and run like new again. “For people, it just doesn’t happen that easily” he mused with a touch of irony.

“Since first opening our doors in 1976 we’ve certainly seen all types of economies” said Rick, reflecting on the history of the company. “And I reckon this unstable economy we’re now experiencing will be the hardest. But we know we must be doing something right – because success is something you earn and we enjoy our fair share of success. Perhaps it’s just that our staff are so great and relate to customers’ needs and their requirements so well.”

“Or perhaps it’s because even though our attitude to business is very professional, we don’t take ourselves too seriously” said Rick. Witness the sign in the showroom that reads: “We specialise in amazingly accurate interpretations of your pathetically unclear and dismally vague descriptions of what you think !!! you might want.” The customers all appreciate it for just what it is: a bit of fun.

When he isn’t “motivating” the staff or looking after his customers, Rick likes to roll up his sleeves and get under the bonnet of the old cars he loves to drive and maintain. Rick will be entering his beloved ZC Fairlane in the Royal Flying Doctor Bash this year which runs from Sydney to Darwin. He has missed a few of the Bashes of late but is looking forward to this gruelling drive in June, which tests man and car. If anybody is interested in sponsoring please give him a call. All money goes to the RFDS – a very worthy cause in the outback.

“We are known by locals for being able to turn up “hard to get” items that other stores don’t stock. And that is the sale they remember more often than not!”

Rick Gainfort, Owner, Gainfort Electrical Wholesale Pty Ltd

One of the founding members of Gemcell, Rick Gainfort was present at a meeting at Leichhardt Electrical where Henk Plug, Garry Palmer, Garth Tanswell and others planned the formation of the Gemcell group. Gainforts now employs 12 people in two stores at Hornsby, a northern suburb of Sydney, and Mona Vale, one of Sydney’s Northern beach suburbs.

In Hornsby and to a lesser extent in Mona Vale – we are known by locals for stocking “hard to get” items. Customers are amazed that they can walk out of the store with a purchase that hoarder Rick has had on the shelves since prehistoric times. Believe it or not, that sale (as small as it might be) is the one the customer remembers.

Last year, Gainforts’ Mona Vale store moved to larger premises just down the road at 2/84 Darley Street. It was a gamble, but the move to a brighter and better location boosted morale and is more appealing to customers, who can feel at ease when browsing through the extensive new showroom. At present the showroom display is evolving to become more appealing and useful especially to trade customers.

Rick and his staff carry a huge amount of stock and don’t mind boasting about it. “Our customers are happy knowing that we are usually stocked with the products that meet their needs, immediately saving them time and money by being able to satisfy their orders” said Rick.

“Most of our staff are long term employees who are familiar to customers. This helps our knowledge of the ‘need to know’ stock items and like all Gemcell members who need to carry stock, we have good buying back-up and support in the market thanks to Gemcell. The Northern Beaches and upper North Shore are notoriously well established areas of the Sydney precinct and we feel that our future is ‘brighter’ because of Gemcell” emphasised Rick.