About

How We Got Here

When 23 independent electrical wholesalers assembled in Taupo in 1984 to discuss industry issues little did they know their discussions would set the framework for New Zealand’s largest independent electrical wholesale group.

It was 1984 and the independent wholesaler’s support for an association to represent their interests would have a significant impact on the future shape of the electrical wholesale sector.

What developed from those initial discussions was the formation of the Independent Electrical Merchants Association (IEMA) and with it a business strategy to grow independent market share and leverage member buying power with suppliers.

Five years later in October 1989 a marketing consultant presented IEMA with the Powerbase concept as an umbrella brand to better reflect members’ core electrical supply businesses and create a more effective marketing tool through brand recognition.

Experience and dependability

Our unique combination of experience, expertise and passion has made Powerbase one of New Zealand’s most successful electrical wholesaler groups with 51 branches nationwide.

Powerbase’s success lies in customers dealing directly with Powerbase business owners. Every Powerbase business is 100% New Zealand-owned and operated, with an unwavering focus on customer needs.

The freedom of a Powerbase business to make instant decisions is unique in the electrical wholesale sector and empowers the owner to tailor personalised and innovative supply solutions for individual customers.

Our stocking levels are amongst the highest in the New Zealand electrical industry with each business carrying a greater range of local and international brands and volume of stock.

Unencumbered by centralised supply hubs or third party supply channels, each owner deals directly with key suppliers in genuine long-term partnerships – loyalty that has secured the strong supply support for the Group that is critical to meeting our customers’ needs.

The independence of Powerbase businesses delivers another industry-leading attribute: owners are free to staff their businesses with industry-experienced and qualified professionals who share their passion and commitment to the sector.

Skill levels within Powerbase are extremely high, with industry-qualified specialists in lighting, HVAC, industrial controls, security and data and communications.

Powerbase customers enjoy industry-leading initiatives including the Powerbase Powerpoints customer rewards scheme, among the first customer rewards schemes, and still the most comprehensive loyalty programme in the electrical industry.

Suppliers who support the Powerpoints programme are rewarded as branch staff are encouraged to promote that supplier’s products. Our contractor customers gain directly as the rebate is credited to their account for their own use.

Every two months Powerbase customers receive Marketplace Magazine, showcasing new products and technologies, major promotions and the everyday items every contractor needs. This publication, which was an electrical industry first, has a loyal and dedicated readership after over 30 years of publication. It remains the first and longest running electrical industry magazine in New Zealand.

Powerbase adds further value for its members and their supply partners through a broad range of marketing channels which can be tailored to supplier needs. These options include: an additional bi-monthly specialist magazine Industrial Marketplace which is sent to a developing list of on-site industrial electricians and specifiers; Instore Advertising Display Screens that includes 70 screens across 51 Member branches nationwide that allow suppliers to reach and engage with trade customers in-branch and is ideal for communicating new products and supplier promotions; Database/Digital distribution – Powerbase is investing heavily to increase the distribution and reach of our magazines; Social Media where selected supplier articles and advertorials are added to our Facebook, Instagram and Linkedin pages with a reach of over 1,600 per issue.