HEATLEYS

What HEATLEYS does

HEATLEYS (legal name: Heatleys Safety, Industrial & Hardware) is an Australian distributor of safety, industrial, and hardware products, founded in 1987 and headquartered in Perth. The company operates a dual B2B and B2C model, supplying over 70,000 products online with access to over one million additional SKUs through brand partners across categories including Power Tools, Hand Tools, Industrial Products, Materials Handling, Hardware, Workwear, PPE, Safety Products, and Workplace Supplies. Proprietary sub-brands TRU WORKWEAR (specialty flame-retardant and hi-vis garments) and ALPHA Tools (professional cutting and drilling systems, including the VersaDrive modular line) sit alongside third-party brands from Milwaukee, Makita, Bisley, Steel Blue, and others.

The business runs a multi-channel fulfilment model spanning an e-commerce platform (heatleys.com.au), physical branches across Australia, on-site vending machines, Stock Hubs at remote worksites, nationwide delivery, and Click & Collect. Customer-facing technology includes The HUB business portal (contract pricing, exclusive promotions, dedicated account managers for ABN-registered enterprises), Access Stock Solutions for real-time inventory monitoring, and a Quick Order system accepting CSV/text bulk SKU entry. Pricing is structured around business HUB accounts with contract terms and a Price Match Guarantee above $2,500 ex. GST, alongside retail accounts for non-ABN customers. Standard delivery is $15 outside Perth Metro or for orders under $150, with free delivery for qualifying orders.

The company is a subsidiary of Stealth Group Holdings, a diversified industrial distribution conglomerate, and is led by Group Managing Director & CEO Michael Arnold. Leadership is supported by a sales-led, multi-channel GTM motion combining dedicated field account management for enterprise customers with direct-to-consumer fulfilment. Revenue is not publicly disclosed; based on employee count, channel breadth, and catalogue depth, the business operates as a mid-sized national distributor with no disclosed AI, software, or platform-as-a-service capabilities.

Name

HEATLEYS

Legal name

Heatleys Safety, Industrial & Hardware

Website

https://heatleys.com.au

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

51–100 employees

Short description

Heatleys Safety, Industrial & Hardware is an Australian B2B and B2C distributor of safety equipment, industrial supplies, tools, workwear, and PPE, serving trade, industrial, and corporate customers through online, in-store, on-site vending, and delivery channels nationwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - B2B: Sale of safety, industrial, and hardware products to business customers through HUB accounts, with contract pricing, dedicated account management, and volume-based arrangements.
2. Product Sales - Retail/Consumer: Individual product sales to consumers and non-business customers through online store and physical branches. Payment via credit card for retail accounts.
3. On-Site/Vending Solutions: Supply and management of on-site vending machines and inventory management solutions for industrial and workplace safety supplies.
4. Delivery Services: Delivery fees for orders under $150 and to areas outside Perth Metro, with free delivery for qualifying orders.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels5 records

Core offering

HEATLEYS is an Australian distributor and retailer of safety, industrial, and hardware products, offering over 70,000 products online (with access to over one million through brand partners) across categories including power tools, hand tools, industrial supplies, materials handling, hardware, workwear, PPE, and safety products. The company serves trade and business customers through its HUB business portal with contract pricing and dedicated account management, and also retails to consumers through online and in-store channels. It provides on-site inventory management solutions such as vending machines and Stock Hubs for workplace safety and industrial supplies.

Product overview

Heatleys Safety, Industrial & Hardware operates as a multi-channel B2B safety, industrial, and hardware distributor serving the Australian trade and industrial market. The company offers over 70,000 products online with access to over one million through brand partners. The core offering spans Power Tools, Hand Tools, Industrial Products, Materials Handling, Hardware, Workwear, PPE, Safety, and Workplace categories. Key product sub-brands include TRU WORKWEAR (specialty flame-resistant and hi-vis workwear) and ALPHA Tools (professional cutting and drilling solutions including the VersaDrive modular system). The company differentiates through integrated inventory management services—Vending Solutions, Stock Hubs, and The HUB business portal—enabling customers to access products online, in-store, on-site, via delivery, or through click-and-collect. Additional services include Quick Order bulk purchasing, Price Match Guarantee for HUB customers, and seasonal Trade Guides.

Differentiator

Problem solved

Functional benefit

Products and services

• Power Tools Extensive range of power tools including drill drivers, reciprocating saws, and accessories from brands such as Milwaukee, Makita, and Metabo, for trade and industrial customers.
• Hand Tools Comprehensive selection of hand tools, accessories, and tool storage solutions for trade and industrial applications.
• Industrial Products Industrial supplies including cutting tools, drill bits, abrasives, and fastening solutions for manufacturing and workshop environments.
• Materials Handling Equipment for material handling, lifting, and 搬运 (material handling) operations in industrial and warehouse settings.
• Hardware General hardware supplies for construction, maintenance, and repair applications.
• Workwear Workwear and uniforms including hi-vis clothing, protective apparel, and industry-specific workwear from brands like Bisley, Steel Blue, and TRU Workwear.
• PPE (Personal Protective Equipment) Personal protective equipment including safety glasses, helmets, hearing protection, and other safety gear.
• Safety Products Safety equipment including gloves, spill control, dangerous goods storage, and site safety products.
• Workplace Supplies General workplace supplies including cleaning products, stationery, and facility maintenance items.
• TRU WORKWEAR Market-leading workwear range with engineered fabrics designed for harsh Australian conditions. Features flame retardant clothing (HRC1, HRC2), hi-vis workwear, and specialty garments with biomotion reflective tape, including products for trade through to electrical arc exposure protection.
• ALPHA Tools Professional industrial tools including VersaDrive modular quick-change cutting system, SDS Plus masonry drills, Turbo Bore wood spade bits, ONSITE Plus step tip drills, and carbide burr sets. Includes drill and tap sets, reamers, and hole saws for metalworking and fabrication applications.
• The HUB - Business Portal Business account management portal offering contract pricing, exclusive promotions, dedicated account manager access, and purchasing efficiency tools for ABN-registered businesses.
• Vending Solutions On-site vending machines for secure storage and dispensing of PPE and consumables. Features smart card tracking, automatic reorder notifications, low stock alerts, and real-time usage reporting with capacity for 24 unique items per machine.
• Stock Hubs On-site inventory access points for remote or worksite locations, providing immediate access to safety and industrial products.
• Work Ready Packs Pre-configured product bundles combining workwear, safety gear, and tools into ready-to-use kits for specific job requirements.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Stealth Group HoldingsparentOthersHeatleys is a part of Stealth Group Holdings, operating as a subsidiary under the parent company's portfolio of safety, industrial and hardware businesses.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• RSEA Safety: Australian specialist in PPE, workwear, and safety products sold through national branches and direct sales — direct overlap with Heatleys' safety, PPE, and workwear ranges.
• Sydney Tools: Australian retail chain specializing in professional and trade-grade power and hand tools — direct competitor in Heatleys' core power tools and trade customer categories.
• Cromwell Tools: Industrial and cutting tools distributor supplying metalworking, drilling, and workshop consumables — overlaps Heatleys' ALPHA Tools and industrial categories.
• Total Tools: Australian specialty power and hand tools retailer with national stores and trade customer programs — competes head-to-head with Heatleys in the professional and trade tools category.
• Blackwoods: Australia's largest industrial and safety distributor, offering PPE, tools, workwear, and MRO supplies via a national branch and online network — directly comparable in product range and B2B focus to Heatleys.

Emerging players

• Workwear Group: Australia-based managed workwear and PPE provider with uniform rental and supply contracts — competes in Heatleys' workwear/PPE segment with a more service-led model.
• Tool Kit Depot: Australian online retailer of branded tools, power tools, and accessories targeting trade and DIY customers — niche but direct competition in Heatleys' e-commerce channel.

Broad incumbents

• Bunnings Warehouse: Wesfarmers-owned home and trade hardware retailer; offers overlapping power tools, hardware, and workwear but with a much broader consumer/DIY focus and a different scale and channel mix than Heatleys.
• Snap-on Industrial: Global tool, equipment, and diagnostic solutions provider with Australian operations — comparable in professional/industrial tools and shop-floor consumables, though much larger and broader in scope.

Others

• Stealth Group Holdings (parent): Heatleys' parent company and diversified industrial distribution group; relevant for portfolio context but not a direct competitor since it represents the controlling shareholder rather than an operating peer.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Heatleys.Safety.Industrial
• LinkedInlinkedin.com/company/heatleys-safety-&-industrial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 HEATLEYS