The first National Electrical Wholesaler branch opened in the Dublin city centre in 1935. Even with such a long tradition in offering electric cables and a whole range of products, the company doesn’t rely only upon its successful history in Ireland and is investing in the future. NEW is the preferred electrical supplier to some of the larger infrastructure projects in Ireland, including state and semi-state bodies, health boards, the commercial and retail sector, and, most recently, the North runway at Dublin Airport, the as-yet-unnamed new children’s hospital in the city, and tech giants such as Google and Intel.
The company is also the largest independent wholesaler in the country and is not stopping its expansion any time soon, having just opened two new branches, in Limerick and Edenderry. Now contractors and the general public can visit NEW in 10 different locations all over the country.
National Electrical Wholesaler is known for its huge stock profile. The branches all over the country can rely on their 40,000 sq. ft warehouse based at their head office in Ballycoolin. It stocks a comprehensive range of products from power cables, LED Lighting, wiring accessories, security, CCTV, and access control products, fire alarms, cable containment and much more. “We invest in extensive stock ranges to ensure that we can support our customer base when they need a product,” says director Frank O’Connell.
However, the secret to being the nation’s go-to shop for electric products goes beyond the investment in stock. According to Frank, “We can count on a long-term loyal staff, who are highly skilled and extensively trained. We also rely on our customer relations and product knowledge.” NEW is proud of having a significant pool of talent within its staff to support and service all electrical contractors in the country, including specialised professionals in the areas of cable management, telecom, and data centre installations. The director also explains that making decisions based on medium and long term, and not just on the current market condition or profitability, are also crucial to the business’s success and longevity.
As an Irish-owned independent electrical wholesaler, NEW also has more freedom to make decisions based on the local market’s demands. “With a local management team, we are close to our customers and the marketplace, and answerable to a local Board of Directors, so we can make quick decisions based on local market conditions as they arise,” Frank explains. NEW has a subsidiary in Northern Ireland, Century Electrical Wholesale, with seven branches, and both companies coordinate and share management input and trade stock as needed.
Even though it is not possible to purchase products directly on NEW’s website, the orders are registered and then rerouted to the branch nearest to the customer, and next-day delivery service is available. This formula has been working well, especially since the first lockdown in April 2020.
They have decided to open the two new branches during the quieter summer season to prepare for the main electrical season, which happens from September to April. However, there is still room for growth if suitable opportunities arise. “NEW has a central management and data processing facility in Dublin to cater for significant expansion throughout the country,” Frank explains. “We look at opportunities as they arise, be that location, sites, staff suitability, and make decisions based on that.”
There are also plans for expansion within the product lines. Amongst its extensive range of electrical supplies, NEW offers its own brands, Plus Rad, Plus Switch and Axiom Wiring Accessories, and the company is always searching for opportunities to source quality products or existing brands to add to its range. “As a substantial number of items are imported into Ireland and Northern Ireland, we are looking for partners in the manufacturing sector and have extensive contacts in the Far East,” Frank says.
Head Office: 46 Rosemount Business Park, Ballycoolin, Dublin 11. T: +353 (0)1 254 1900
Opening hours: Monday to Thursday 7 am to 4.45 pm, Fridays 7 am to 2.30 pm