4Cabling
4Cabling is an Australian direct-to-consumer manufacturer, wholesaler and retailer of cabling, server racks, networking equipment and electrical accessories, serving trade contractors, SMBs, enterprise, government and education customers via e-commerce and four physical stores across Australia plus a New Zealand team.
- Company typePrivate
- Founded2006
- HeadquartersAlexandria, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What 4Cabling does
4Cabling Pty Ltd is an Australian direct-to-consumer manufacturer, wholesaler and retailer of cabling, networking equipment, server racks, and electrical accessories, founded in Sydney in 2006. The company's product portfolio spans copper Ethernet cables (CAT5E, CAT6, CAT6A), fibre optic cables and pre-terminated solutions, server rack enclosures in wall-mount to full-height configurations, networking switches, SFP transceivers, cable management, audio-visual mounting, security products, and electrical accessories, with ISO 9001 certification and ACMA accreditation on proprietary branded products. It operates a Magento e-commerce storefront, four physical retail locations across Australia (Sydney/Homebush West, Melbourne/Altona North, Brisbane/Archerfield, Perth/Osborne Park), and a dedicated team in Auckland, New Zealand, supported by an Australian-based fibre termination facility and custom cable/cabinet manufacturing capability.
Revenue is generated entirely through one-time product sales rather than subscriptions, with three pricing tiers: standard retail pricing, bulk/wholesale pack pricing, and a Trade Program offering members-only discounted pricing, dedicated account managers, free shipping above $100-$150, and dropship capabilities. The customer base spans home users and SMBs (direct online and in-store), trade contractors and resellers (via the Trade Program), and enterprise/government/education accounts (Advanced Cablers, Alliance SI, Q-Free, Service NSW, NSW Department of Education). The company is privately held, received private equity investment from Five V Partners in July 2024, and operates wholly owned sub-brands PlusOptic (optical communications, acquired 2007), 4LAN (network connectivity), United Storage (shelving, since 2010), and the 2023-acquired Dataworld (IT hardware and networking). In March 2026, 4Cabling appointed Steve Drummy as Chief Executive Officer and marked its 20th anniversary.
4Cabling firmographics
Firmographics- Name
- 4Cabling
- Legal name
- 4Cabling Pty Ltd
- Website
- https://4cabling.com.au
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- 4Cabling is an Australian direct-to-consumer manufacturer, wholesaler and retailer of cabling, server racks, networking equipment and electrical accessories, serving trade contractors, SMBs, enterprise, government and education customers via e-commerce and four physical stores across Australia plus a New Zealand team.
- Ownership category
- akta.pro rank
4Cabling industry classification
Industry- Product category
- Network Cabling and Infrastructure
- NAICS
- Fiber Optic Cable Manufacturing (335921), Other Communications Equipment Manufacturing (33429), Wiring Device Manufacturing (33593), Other Communications Equipment Manufacturing (334290)
- SIC
- Retail-Lumber & Other Building Materials Dealers (5211)
- akta.pro primary industry
- Copper Structured Cabling (Cat5e/Cat6/Cat6A/Cat7/Cat8) (HDAFALAA)
- akta.pro secondary industry
- Data, Communications & Fiber Optic Cable (IMADAMAD)
Keywords
Where 4Cabling is headquartered
LocationHeadquarters
- HQ city
- Alexandria
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
4Cabling business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: One-time transaction sales of cabling, server racks, networking equipment, and electrical accessories through e-commerce platform and physical stores. No subscription or recurring revenue component.
- Trade Program Membership: Trade accounts receive exclusive discounted pricing, dedicated account managers, and priority support. Revenue from preferential pricing on bulk orders for trade customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Retail Pricing |
| Unit Pricing | Pay-as-you-go | Trade Program Pricing |
| Unit Pricing | Pay-as-you-go | Bulk/Wholesale Pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
4Cabling product offering
Product offeringCore offering
4Cabling is a direct-to-consumer manufacturer, wholesaler and retailer of copper and fibre Ethernet cables (CAT5E, CAT6, CAT6A), server rack enclosures, networking equipment (switches, SFP transceivers), cable management solutions, electrical accessories, and audio-visual products. The company also provides custom cable and cabinet manufacturing, a fibre termination facility, and operates sub-brands PlusOptic, 4LAN, United Storage, and the acquired Dataworld.
Product overview
4Cabling is a multi-channel B2B/B2C wholesaler and retailer of cabling, server racks, and IT management accessories operating primarily as an e-commerce platform with physical store locations across Australia. The product portfolio centers on copper and fibre Ethernet cables (CAT5E, CAT6, CAT6A), server rack enclosures in various form factors, and networking infrastructure equipment, complemented by electrical products, security systems, cable management solutions, and audio-visual accessories. The company operates several sub-brands including PlusOptic (fibre optics), and acquired Dataworld (IT hardware/networking) in 2023, while maintaining 4LAN and United Storage as owned brands. Products are sold through an e-commerce website, four Australian retail locations, and a trade program for contractors, government, education, and resellers.
Differentiator
Problem solved
Functional benefit
Brands
- PlusOptic: Optical communication products including Fibre Optic Transceivers, Multiplexing solutions (Mux Demux/CWDM/DWDM), NiC Cards, and Media Converters. Established since 2007.
- Dataworld
- 4LAN
- United Storage
Products and services
- CAT6 Ethernet Cables High-performance twisted pair Ethernet cables supporting gigabit network connections with 250MHz bandwidth and up to 10Gbps data transfer speeds. Includes CAT6 Classic, CAT6 Ultra Thin, and CAT6 Bulk Pack variants.
- CAT6A Ethernet Cables Enhanced Category 6A cables supporting 10 Gigabit Ethernet with 500MHz bandwidth, featuring S/FTP shielding for reduced crosstalk in demanding installations.
- CAT5E Ethernet Cables Category 5e cables for standard Ethernet networking applications, supporting speeds up to 1Gbps with improved signal quality over basic CAT5.
- Server Racks Comprehensive range of server rack enclosures including Wall Mount (4RU-18RU), Half Height (18RU-27RU), Full Height (32RU-45RU), Premium Range, Hinged, Outdoor, Soundproof, and NSW DoE Approved models. Supplied fully assembled with various load capacities.
- Storage & Shelving Heavy duty and standard duty industrial shelving systems including mobile shelving, work benches, with various width, height, and depth configurations. Includes United Storage branded products.
- Electrical Products Domestic electrical accessories (Classic, Elegant, Ultima series) including power points, switches, cover plates; Industrial electrical products including IP66 plugs, sockets, isolators, and weatherproof switchgear; Conduit systems; PDU/Power Rails; UPS systems (Socomec, APC brands).
- Cable Management Solutions Comprehensive cable management solutions including cable management baskets, rings, rails, trays, desk cable management, cable covers, ducting, floor trunking, cable ties, wraps, clamps, and labelling systems including Brother labellers.
- Networking Equipment Network infrastructure products including Alta Labs networking, data products (jacks, face plates, RJ45 connectors), telephone voice products, network switches (Ethernet, POE, KVM), SFP transceivers, Direct Attach Cables (DAC/AOC), and wireless networking solutions.
- Fibre Optic Products Complete fibre optic solutions including OM1/OM3/OM4 multimode and OS2/OS1 singlemode cables, Flexi-Boot cables, MPO cables, media converters, SFP modules, DAC/AOC, pre-terminated fibre, fibre termination facility, pigtails, patch panels, couplers, attenuators, and fibre termination tools.
- Audio Visual Products AV solutions including TV brackets (fixed, tilt, full-motion), monitor arms, ceiling mounts, projector brackets, display stands, AV wall plates and inserts, coax products, HDMI cables (standard, AOC, certified, ultra slim), DVI, RCA, DisplayPort cables, HDMI switches and splitters, and KVM switches.
- Security Products Security solutions including access control systems, security cables, and surveillance cameras from Ubiquiti Unifi, TP-Link VIGI, and iVSEC brands; IP speakers and displays.
- Power Cables & Medical Power Leads Power cables including IEC power leads, coloured IEC cables, IEC lockable power cables, extension leads, and Australian approved medical power leads compliant with medical equipment standards.
- Custom Cable & Cabinet Manufacturing Custom manufacturing of cables to specific lengths, sizes and types, and custom server rack cabinets to specific dimensions and configurations, to meet individual job requirements.
- PlusOptic Optical Communication Products Optical communication products including fibre optic transceivers, multiplexing solutions (Mux Demux/CWDM/DWDM), NIC cards, and media converters. Owned sub-brand since 2007.
- 4LAN Network Connectivity Products Brand offering end-to-end fibre solutions, network cabinets, customised server racks, wall enclosures, and IP-rated rack solutions for government agencies and enterprise customers.
Quantifiable outcome
- 97% of orders packed and shipped same day
- +2 more outcomes
Companies that use 4Cabling
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles5 records
4Cabling technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
4Cabling partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered major and regular.
- LevitonmajorFeatured partner brand offering premium copper and fibre cabling solutions. Leviton is a leading manufacturer of network infrastructure products. 4Cabling runs Leviton promotional campaigns with discounts up to 25% off.
- Alta LabsmajorAlta Labs wireless networking products featured as a key partner brand on 4Cabling's website. Special promotional campaigns run for Alta Labs networking gear.
- PlusOpticmajorPlusOptic has been producing top-tier optical communication products since 2007 and is a preferred supplier for global industry leaders. Specializes in fibre optic transceivers, multiplexing solutions (Mux Demux/CWDM/DWDM), NIC Cards, and Media Converters.
- DataworldmajorAcquired in May 2023. Australian-owned company since 2010 specializing in IT hardware, networking, and electrical products. Operates as a standalone brand continuing to provide discounted quality products to customers throughout Australia.
- UbiquitiregularFeatured partner brand offering wireless networking, cameras, and SFP modules. Widely stocked product line including Unifi cameras and wireless networking solutions.
- TP-LinkregularFeatured partner brand. Products include Omada business networking, ethernet switches, wireless networking, and VIGI cameras.
- CiscoregularFeatured partner brand offering enterprise networking equipment including wireless networking, Catalyst switches, and routers.
- SocomecregularFeatured partner brand for UPS (Uninterruptible Power Supply) products including NeTYS PE, NeTYS PR-RT, ITYS, NETYS RT, and OFYS UPS systems.
- ChatsworthregularFeatured partner brand for data centre infrastructure and network cabinet solutions.
- Allied TelesisregularFeatured partner brand offering wireless networking solutions.
- D-LinkregularFeatured partner brand for ethernet switches and wireless networking products.
- LigoWaveregularFeatured partner brand for wireless networking solutions.
- MoxaregularFeatured partner brand for industrial networking equipment including USB hubs and serial converters.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
4Cabling competitors and assessment
Company assessmentBroad incumbents
- Commscope: Global leader in network infrastructure including copper and fibre cabling, serving telecom and enterprise customers. Comparable as a large-scale incumbent in 4Cabling's core cabling and connectivity category.
- RS Components: Global distributor of electronic, electrical, and cabling products serving industrial and trade customers. Comparable in product breadth, B2B trade focus, and same-day dispatch capabilities.
- Element14 (Farnell): Global distributor of electronic components, cabling, and networking products. Comparable as a multi-channel electronics/cabling distributor with strong trade account programs.
- Ingram Micro: World's largest IT distributor offering networking, cabling, and infrastructure products. Comparable as a broad incumbent in the same categories, though serving a much wider product and customer portfolio.
- Digi-Key Electronics: Global electronic components and cabling distributor with broad SKU coverage and rapid shipping. Comparable in multi-channel distribution model and trade/consumer customer segments.
- Legrand Australia: Global specialist in electrical and digital building infrastructure, including cabling, racks, and PDUs. Comparable in product overlap (cabling, electrical accessories, server racks) and Australian presence.
- Tech Data (TD SYNNEX): Global IT distributor offering networking, infrastructure, and cabling products to resellers and integrators. Comparable as a broad B2B IT distributor with overlapping Cisco/Ubiquiti/TP-Link brand relationships.
Direct peers
- Cabletime: Australian cabling and connectivity distributor serving trade and enterprise customers. Closely comparable business model, product range (copper/fibre/AV cables, racks), and customer base.
- NetXL: UK-based specialist networking and cabling distributor. Comparable as a focused cabling/networking distributor serving trade installers and resellers with similar product mix.
- Cables Direct Australia: Australian direct-to-consumer cabling retailer offering patch leads, fibre, AV, and networking accessories. Direct competitor targeting the same trade and consumer segments in the Australian market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
4Cabling social profiles
Digital presence4Cabling compliance and trust
Trust signalCompliance2 records
4Cabling financial estimates
Financial estimateRevenue estimate
Valuation estimate
4Cabling leadership team
Management profileNumber of profiles
Profiles1 record
4Cabling subsidiaries and ownership
Company hierarchySubsidiaries4 records
4Cabling funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
4Cabling M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 4Cabling
What does 4Cabling do?
4Cabling is a direct-to-consumer manufacturer, wholesaler and retailer of copper and fibre Ethernet cables (CAT5E, CAT6, CAT6A), server rack enclosures, networking equipment (switches, SFP transceivers), cable management solutions, electrical accessories, and audio-visual products. The company also provides custom cable and cabinet manufacturing, a fibre termination facility, and operates sub-brands PlusOptic, 4LAN, United Storage, and the acquired Dataworld.
Is 4Cabling a public or private company?
4Cabling is a private company. It is classified as private equity controlled and is currently operating.
When was 4Cabling founded?
4Cabling was founded in 2006. It employs 11 to 50 people.
Where is 4Cabling based?
4Cabling is headquartered in Alexandria, Australia, in the Oceania region.
How does 4Cabling make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are trade Program Membership.
Who are 4Cabling's main competitors?
Broad incumbents on record are Commscope, RS Components, Element14 (Farnell), Ingram Micro, Digi-Key Electronics, Legrand Australia and Tech Data (TD SYNNEX). Direct peers are Cabletime, NetXL and Cables Direct Australia.
Does 4Cabling have an API?
No public API is recorded for 4Cabling.
What industry is 4Cabling in?
4Cabling's product category is Network Cabling and Infrastructure. Its primary akta.pro industry code is HDAFALAA, Copper Structured Cabling (Cat5e/Cat6/Cat6A/Cat7/Cat8), with a secondary code of IMADAMAD, Data, Communications & Fiber Optic Cable. Its NAICS code is 335921 and its SIC code is 5211.