What Tradeware does

Tradeware is an Australian B2B product distribution and brand management firm that supplies consumer goods to the hardware, retail, and rural industries. Headquartered at 46 Birralee Road in Regency Park, South Australia, the company operates from six offices spanning five Australian states (SA, NSW, VIC, WA, QLD) and employs 100+ staff. Tradeware acts as the intermediary between a portfolio of branded manufacturers and major retail channel partners, with named enterprise customers including Bunnings, Mitre10, HBT, AIRR, AG Warehouse, Nutrien, IGA, ALDI, and Amazon. Note: source data is inconsistent on founding year — firmographics list 2007 while company-history materials cite 2021.

The company manages a portfolio of 30+ brands organized across three categories: Pest Control, Garden & Pet (Envirosafe, DTer, Amgrow, Lawn Solutions, Lawnporn, Peckish, Baxter Bone, Capital Garden); Electrical, Tools & Storage (Dynabreeze, Tactix, Citeco, Peak Armour, Galmet, SmartBit, Bristol); and Paint Accessories & Cleaning (30 Seconds, Tricleanium, Protite, Turbo, Dripless, GoofOff, Weldbond, DeSolvit). Tradeware has no proprietary technology platform — no SaaS product, SDK, API, or mobile app. Its core "technology" is a corporate website plus LinkedIn and YouTube channels. There is no evidence of a software product, data infrastructure, or AI/ML components; the business is fundamentally a physical distribution and brand stewardship operation.

Tradeware generates revenue through product distribution margins across multiple consumer categories, monetised via channel partner relationships rather than direct-to-consumer sales. Its go-to-market is structured around three distribution channels — Hardware (Bunnings, Mitre10, HBT), Rural/Agricultural (AIRR, AG Warehouse, Nutrien), and FMCG/E-commerce (IGA, ALDI, Amazon) — providing national coverage with local fulfilment. Leadership is led by CEO David Foy, alongside Chief People & Culture Officer Aimee Ferguson, Chief Sales & Marketing Officer Matt Carey, and National Supply Chain Manager Ben Myers. The company has also built an ESG positioning through partnerships with APCO (sustainable packaging), Bin Thinking (waste/recycling), Workpower (disability employment), and Habitat for Humanity.

Name

Tradeware

Legal name

Tradeware Group

Website

https://tradeware.com.au

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Tradeware is an Australian B2B product distribution company managing 30+ consumer brands across pest control, garden, electrical, tools, cleaning, and paint accessories, supplying major Australian hardware, rural, and FMCG retailers through six offices.

Ownership category

akta.pro rank

Headquarters

HQ city

Regency Park

HQ country

Barbados

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Distribution: Tradeware generates revenue by distributing quality consumer products across multiple categories including pest control, electrical, cleaning and paint accessories to hardware, retail, and rural industries. The company acts as a trusted supplier bridging manufacturers/brands with retail channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Tradeware is a wholesale distributor that supplies 30+ branded product lines across pest control, electrical, cleaning, paint accessories, garden, pet, tools and storage categories to Australian hardware, retail and rural channels. The company acts as the distribution bridge between brands and major retailers, providing sales, marketing, training and logistics services to brand owners and delivering products through national retail networks.

Product overview

Tradeware is a multi-brand distribution company that serves as a distributor of quality products across multiple categories including pest control, garden, pet, electrical, tools, storage, cleaning, and paint accessories to the Australian hardware, retail, and rural markets. The company operates as a portfolio of branded products organized into three main categories: (1) Pest Control, Garden & Pet brands including Envirosafe, DTer, Amgrow, Lawn Solutions, Baxter Bone, and Capital Garden; (2) Electrical, Tools & Storage brands including Dynabreeze, Tactix, and Citeco; and (3) Paint Accessories & Cleaning brands including 30 Seconds, Tricleanium, Protite, Turbo, Dripless, Weldbond, and DeSolvit. Tradeware distributes these branded products through major retail channels including Bunnings, Mitre10, HBT, AIRR, AG warehouse, Nutrien, IGA, ALDI, and Amazon, rather than offering a unified software platform or technology product.

Differentiator

Problem solved

Functional benefit

Products and services

• Envirosafe Envirosafe is a pest control brand offering environmentally safe solutions for pest management in residential and commercial settings, distributed by Tradeware through Australian hardware, rural and FMCG channels.
• DTer DTer is a pest control brand offering professional-grade pest management products and solutions, distributed by Tradeware through Australian hardware and rural retail channels.
• Dynabreeze Dynabreeze is an electrical and ventilation brand providing cooling and air circulation solutions, distributed by Tradeware through Australian hardware and retail channels.
• Amgrow Amgrow is a garden and agricultural brand offering plant care, fertilizers and growing solutions for home gardeners and professionals, distributed by Tradeware through Australian retail channels.
• Lawn Solutions Lawn Solutions is a lawn care brand providing turf, fertilizers and lawn maintenance products for residential and commercial applications, distributed by Tradeware through Australian retail channels.
• Lawnporn Lawnporn is a lawn care brand focused on lawn maintenance and beautification products, distributed by Tradeware through Australian retail channels.
• Peckish Peckish is a bird seed and wild bird care brand offering feeding solutions and bird food products, distributed by Tradeware through Australian retail channels.
• Baxter Bone Baxter Bone is a pet care brand offering natural treats and health products for companion animals, distributed by Tradeware through Australian retail channels.
• Capital Garden Capital Garden is a garden products brand providing outdoor living and garden care solutions, distributed by Tradeware through Australian retail channels.
• Tactix Tactix is a professional-grade tools brand offering hand tools and storage solutions for trade professionals, distributed by Tradeware through Australian hardware channels.
• Citeco Citeco is a tool brand offering professional tools and equipment for trade applications, distributed by Tradeware through Australian hardware channels.
• Peak Armour Peak Armour is a safety and protective equipment brand offering personal protective gear for trade and industrial use, distributed by Tradeware through Australian hardware and trade channels.
• 30 Seconds 30 Seconds is a cleaning brand providing fast-acting cleaning products for residential and commercial use, distributed by Tradeware through Australian retail and FMCG channels.
• Tricleanium Tricleanium is a cleaning products brand offering professional cleaning solutions for various surfaces, distributed by Tradeware through Australian retail and trade channels.
• Protite Protite is a protective products brand offering surface protection and sealing solutions, distributed by Tradeware through Australian hardware and trade channels.
• Turbo Turbo is a paint application tools brand providing paint fillers and application equipment for professionals, distributed by Tradeware through Australian hardware and trade channels.
• Dripless Dripless is a paint accessories brand offering drip-free paint application and caulking solutions, distributed by Tradeware through Australian hardware and trade channels.
• GoofOff GoofOff is an adhesive removal brand providing powerful stain and adhesive removal products, distributed by Tradeware through Australian hardware and trade channels.
• Weldbond Weldbond is an adhesive brand offering universal construction adhesives and sealants for various applications, distributed by Tradeware through Australian hardware and trade channels.
• DeSolvit DeSolvit is a solvent brand offering environmentally conscious adhesive and label removal solutions, distributed by Tradeware through Australian retail and trade channels.

Named customers9 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• APCO (Australian Packaging Covenant Organisation)coreStrategic or Co-development PartnerTradeware has partnered with APCO, a not-for-profit organization leading sustainable packaging initiatives in Australia. APCO works collaboratively across the packaging supply chain to keep materials out of landfill and maximize their value within the local economy. Tradeware is committed to reducing the environmental impact of packaging and supporting a circular economy through this partnership.
• Bin ThinkingminorStrategic or Co-development PartnerTradeware has implemented Bin Thinking's waste and recycling program across all offices. Bin Thinking provides interactive and engaging education on waste and recycling for schools, community groups, and businesses, helping build deeper understanding of recycling processes and how materials are repurposed into valuable new products.
• WorkpowerminorStrategic or Co-development PartnerTradeware has partnered with Workpower, an organization dedicated to providing meaningful, continued employment for people with disabilities. Workpower focuses on empowering individuals by offering tailored employment solutions that help them develop valuable skills, gain independence, and build long-term career prospects. Through this partnership, Tradeware is supporting a workforce that values diversity, inclusion, and the social impact of employment.
• Habitat for HumanityminorStrategic or Co-development PartnerTradeware is proud to support Habitat for Humanity, an organisation dedicated to building safe, affordable housing for families in need. Through this partnership, Tradeware contributes to initiatives that help create stronger, more resilient communities by helping families facing housing insecurity.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sika AG: Global specialty chemicals company focused on construction adhesives, sealants, and waterproofing, with Australian operations. Direct overlap with Tradeware's Weldbond and DeSolvit adhesive brands, though distributed through trade rather than mass-retail channels.
• Illinois Tool Works (ITW): Global manufacturer and distributor of tools, fasteners, and adhesives with Australian operations. Overlaps with Tradeware's tools (Tactix, Citeco) and adhesive (Weldbond) categories but operates at much greater scale.
• 3M Company: Global manufacturer of industrial, consumer, and safety products with significant Australian distribution. Adjacent competitor across Tradeware's safety (Peak Armour), cleaning, and adhesive categories.
• Stanley Black & Decker: Global manufacturer and distributor of tools and hardware products with Australian distribution. Overlaps with Tradeware's tool brands (Tactix, Citeco, Peak Armour) and competes on retail shelf space.
• Nippon Paint Australia (formerly DuluxGroup): Major Australian paints, coatings, and adhesives manufacturer, parent of Selleys. Directly adjacent to Tradeware's paint accessories portfolio (Protite, Turbo, Dripless) and a competitor for shelf space in Bunnings and Mitre10.

Others

• Total Tools: Australian specialty tool retailer with a national franchise network. Operates downstream of Tradeware in the same channel ecosystem; functions both as a potential customer for certain tool brands and as a competitor for retail floor space.
• Reece Limited: ASX-listed Australian B2B trade distributor of plumbing, bathroom, and HVAC products operating a national branch network. Different vertical from Tradeware but a structurally similar B2B trade distribution model in the Australian market.

Direct peers

• Bunzl Australasia: Australasian arm of Bunzl plc, the global distribution specialist in cleaning, hygiene, and safety products. Directly comparable in Tradeware's cleaning and FMCG distribution categories.
• Coventry Group Limited: ASX-listed Australian distributor of industrial supplies, hardware, tools, and safety products. Closely comparable B2B distribution model serving similar hardware and trade channels across Australia.
• Blackwoods (Wesfarmers Industrial & Safety): Australia's largest industrial and MRO distributor, part of Wesfarmers Industrial & Safety. Direct peer in tools, safety equipment, and industrial product distribution via similar B2B channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@tradewaregroup2775
• LinkedInlinkedin.com/company/tradewaregroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Tradeware