What CMS Electracom does

CMS Electracom is a privately held Australian designer and manufacturer of workplace power and connectivity hardware, founded in 1979 and headquartered in the Sydney/Blacktown area. The company operates across six regional markets (Australia, New Zealand, United Kingdom, Singapore, Malaysia, and the United States) with manufacturing facilities in Melbourne, Australia and Kuala Lumpur, Malaysia, and 51-100 employees worldwide. Its commercial focus is on office fit-outs and commercial workspace infrastructure rather than residential or industrial end-markets.

Its product portfolio spans the full power-delivery stack: above-desk power rails (Nova, Viva, Athena, Zeus, Odyssey), in-desk modules (Echo, Accede, Centra, Blinky, Elio 80, UEM), portable battery power (Freedom FR210 series with docking station, power bank, charging station, and pure-sinewave inverter), retractable ceiling-mounted modules (Elevate), QuickFlex structured cabling for DALI/DSI/CBUS/KNX lighting, cable management, floor boxes, Dynamo monitor arms, and a 2025-launched premium sub-brand (LUX). Core proprietary technology is the softwiring modular wiring system, compliant with AS/NZS 61535.1, which provides tool-less, plug-and-play power distribution between ceiling, workstation and floor using unique CMS connectors. Recent technical additions include up to 140W USB-C Power Delivery, 15W MagSafe-compatible wireless charging, Qualcomm Quick Charge, and a Tech Hub enterprise docking station that daisy-chains into the softwiring backbone.

The company monetises primarily through B2B hardware sales, delivered via an enterprise field sales motion with consultative project estimation for office fit-outs, supplemented by an Australian direct-to-customer e-commerce storefront (eShop) carrying publicly listed unit pricing (e.g., Echo Duo at A$157.55). Other regional markets operate on a "Request a Quote" basis. Primary customers are commercial workspace end-users and fit-out contractors; secondary verticals include education, healthcare, retail, airports, and public sector projects served by the QuickFlex cabling line. Distribution is supported by Australian warehouses in Sydney (Kings Park) and Melbourne (Dandenong South) with same-day pickup, and the company markets through regional websites, organic social channels (Facebook, Instagram, LinkedIn, YouTube), email newsletters, and trade shows (NeoCon Chicago, ARCHIDEX Kuala Lumpur).

Name

CMS Electracom

Legal name

CMS Electracom

Website

https://cmselectra.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

51–100 employees

Short description

CMS Electracom is a private Australian manufacturer, founded in 1979, that designs and produces workplace power and connectivity hardware, including power rails, in-desk modules, and proprietary softwiring systems, for commercial workspace customers across Australia, New Zealand, the UK, Asia, and the US.

Ownership category

akta.pro rank

Product category

Commercial Workspace Power and Charging Infrastructure

NAICS

Electrical Equipment, Appliance, and Component Manufacturing (335), Office Furniture (including Fixtures) Manufacturing (3372)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600), Computer & Office Equipment (3570), Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540)

akta.pro primary industry

Workplace Technology & Smart Office Support (Room Booking Systems, IT/AV Liaison) (IMAIALAK)

akta.pro secondary industries

Power Distribution Units (PDUs) & Rack Power (HDACAJAC), Workplace Strategy & Space Standards (BPABAFAA)

Keywords

• Commercial workspace power
• In-desk power modules
• USB-C charging infrastructure
• Softwiring modular systems
• Portable workplace batteries

Headquarters

HQ city

Blacktown

HQ country

Australia

HQ region

Oceania

Offices12 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Hardware Product Sales: CMS Electracom generates revenue primarily through the manufacture and sale of physical power and charging hardware products including power rails, in-desk modules, portable power systems, floor boxes, cable management, structured cabling, and ergonomic accessories. Products are sold through direct sales, e-commerce (AU site has eShop), and region-specific websites with pricing listed for specific items.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

CMS Electracom designs and manufactures integrated power and technology infrastructure products for commercial workspaces, including in-desk and above-desk power modules, USB-C and wireless charging systems, portable battery power units, softwiring modular distribution, structured cabling, retractable power, cable management, and ergonomic accessories. Its products enable flexible, reconfigurable office fit-outs for enterprises across Australia, New Zealand, the UK, Asia, and the US, with manufacturing in Melbourne and Kuala Lumpur.

Product overview

CMS Electracom is a global leader in innovative Power & Technology Solutions for commercial workspaces since 1979. The company offers a comprehensive portfolio organized around core power and connectivity categories: Power Rails (Nova, Viva, Athena, Zeus, Odyssey), In-Desk Power Modules (Echo Series, Echo DC, Accede, Centra, Blinky, Elio 80, UEM), Portable Power Systems (Freedom FR210 Series with Docking Station, Power Bank, Charging Station, Inverter), Charging Technology (USB charging modules 30W-140W, wireless charging with MagSafe compatibility), Structured Cabling (QuickFlex for DALI/lighting systems), Retractable Power (Elevate), Cable Management (wire baskets, umbilicals), Floor Infrastructure (Floor Boxes), Ergonomics (Dynamo Monitor Arms), and Softwiring Systems. The LUX premium sub-brand offers luxury power solutions. Products support USB-C PD fast charging up to 140W, wireless charging up to 15W, and integrate power, data, USB, HDMI, and AV connectivity for modern workplaces.

Differentiator

Problem solved

Functional benefit

Brands

• LUX: Luxury power and charging solutions product line featuring timeless elegance and precision design
• Echo
• Nova
• Viva
• Freedom FR210
• Atom Mini
• Dynamo
• Elevate
• Tech Hub

Products and services

• LUX Range Luxury power and charging solutions sub-brand featuring timeless elegance and precision design, combining premium aesthetics with power functionality for high-end commercial workspaces.
• Nova Power Rails Above-desk power rails designed to seamlessly integrate into workplaces, offering flexible mounting options above or below the desk with various exterior finishes for commercial workspaces.
• Echo Series In-desk power modules providing discrete access to power, USB charging (including 15W wireless MagSafe-compatible charging), and data connections with minimal surface footprint for commercial workstations and soft-seating spaces.
• Freedom FR210 Portable Battery Series Portable battery system enabling flexible workspace design and power supply anywhere anytime without floor coring or cable tethering; includes Docking Station, Power Bank, Charging Station, and Inverter modules.
• Tech Hub USB-C Docking Station Enterprise USB-C docking station delivering up to 100W charging, supporting 3 UHD monitors and 4 USB devices with integrated power supply and CMS TAG connectors for daisy-chaining via building softwiring backbone.
• Inline USB-C Module with Qualcomm Quick Charge USB-C charging modules with Qualcomm Quick Charge 2.0 and 3.0 rapid fast charge and Intelligent Device Recognition (IDR) technology for automatic optimised charging of USB-C enabled laptops, tablets, and mobile devices.
• Dynamo Dynamic Monitor Arm Series Dynamic monitor arms with 360° motion, tool-less height and depth adjustment, modular clamp-base and quick-release VESA plate; 3-year warranty, 30,000 test cycles.
• QuickFlex Structured Cabling System Modular 5-pole and 6-pole structured cabling system for DALI, DSI, CBUS, KNX and other 5-wire lighting systems requiring power with data transfer; ROHS and Best Environmental Practice certified, PVC-free for Green Star compliance.
• Elevate Retractable Power System Retractable power modules available in manual or automatic (remote-controlled) versions with configurations including 2-4 GPOs and optional USB-C/C charging (65W shared) for ceiling mounting.
• Atom Mini USB-C Charging Module Compact USB-C charging modules available in 30W/65W, 118W, and 140W USB-C variants for under-desk and in-desk applications in commercial workspaces.
• Viva Power Rails Above-desk power rails providing on-surface convenience power with sleek design and multiple finish options for commercial workspaces.
• Athena Power Rails Premium above-desk power rail offering power, data, and USB charging capability for commercial desk applications.
• Floor Boxes Comprehensive floor box solutions including multiple series, lid types, specialized boxes, decorative and heavy-duty options for floor power and data access in commercial buildings.
• Softwiring GPOs (SW and NW Series) SW and NW series socket outlets with integrated soft-wiring couplers compliant with AS/NZS 61535.1, IP4X rated, 10A double-pole auto-switched mechanism for fast tool-free mounting.
• Cable Management Solutions Cable management products including wire grid baskets (50mm, 100mm, 150mm), umbilicals (Trax, Cirqlon Rigid, Cirqlate, Axess, Cable Shute), cable clips, under-desk brackets, and easy access brackets for commercial installations.
• Accede Series In-Desk Power Modules Premium in-desk power modules with single or dual lid options, offering 2-4 power outlets, dual USB charging (30W or 65W), CAT6 data, HDMI, VGA, and audio connectivity with angled outlets and cable guides.
• Centra In-Desk Power Module In-desk power modules with 1-4 power outlets and dual USB charger options (30W or 65W, A+C or C+C configurations) with optional HDMI and CAT6 data for commercial workstations.
• 140W USB-C Cable 140W USB-C cable for high-power charging and 10GBPS data transfer with DP Alt Mode support, designed for future-proofing workplace device connectivity.

Quantifiable outcome

• Eliminates need for floor coring through portable FR210 battery power
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OE Electrics: OE Electrics manufactures integrated power, USB charging, and data modules for office furniture, including in-desk and on-desk power solutions. It is the closest head-to-head competitor to CMS Electracom's in-desk and above-desk product lines.
• Bachmann Group: Bachmann is a European manufacturer of power strips, in-desk power modules, and USB-C charging solutions for office and conference environments. It competes directly with CMS in desk-integrated power and connectivity products.

Broad incumbents

• Legrand: Legrand is a global leader in electrical and digital building infrastructure, including power distribution and workspace connectivity products. As a broad incumbent, it overlaps with CMS on softwiring, GPOs, and structured cabling but operates across a much wider portfolio.
• Schneider Electric: Schneider Electric provides power distribution, UPS, and building management solutions globally. It overlaps with CMS in commercial power infrastructure and competes in commercial fit-out specifications, though it does not specialise in integrated USB/desk modules.
• Eaton: Eaton manufactures electrical power management products including PDUs, surge protection, and wiring devices. It is a broad incumbent in power distribution that overlaps with CMS's power rail and softwiring categories.
• ABB Electrification: ABB's Electrification business provides wiring accessories, power distribution, and building infrastructure products. As a large global incumbent, it competes in commercial power distribution tenders where CMS also bids.

Emerging players

• Anker Innovations: Anker is a global leader in USB-C and GaN charging technology, with a growing B2B / workplace line. It overlaps with CMS on USB-C PD and wireless charging modules, particularly as it moves into enterprise channels.
• Brennenstuhl: Brennenstuhl makes portable power strips, voltage protection, and mobile power solutions sold across Europe and globally. It overlaps with CMS's portable Freedom FR210 line and in-desk power rails for SMB and prosumer channels.
• Crestron Electronics: Crestron provides commercial AV, control, and room/desk booking technology for workplaces. It is a partial overlap with CMS, particularly around meeting-room and collaborative-space power and AV integration, though it is stronger on control systems than power distribution.

Regional players

• Electri-Cable Assemblies: Electri-Cable Assemblies is a US manufacturer of power and softwiring products for office furniture, including modular wiring systems. It is a US-focused regional player that overlaps with CMS's softwiring and modular power offerings in the North American market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/Cmselectracom
• Facebookfacebook.com/CMSElectracom
• LinkedInlinkedin.com/company/cms-electracom
• Instagraminstagram.com/cmselectracom
• Xx.com/CMSElectracom1

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CMS Electracom