Alpha Electrics and Water

What Alpha Electrics and Water does

Alpha Electrics and Water is an Australian industrial services firm headquartered in Somerset, Tasmania, founded around 1970 by the Phillips brothers. The company supplies, repairs, and rewinds electric motors and complementary industrial equipment (AC/DC motors, gearboxes, generators, pumps including solar and mining variants, motor controls, capacitors, valves, and vibrating motors) to enterprise customers in mining, government/municipal, and food and beverage sectors across Tasmania. The technical core is the workshop's motor rewind capability for low and high voltage motors up to 800 amps AC/DC, supported by 8-tonne overhead crane and 4-tonne forklift handling, a preventative maintenance program built on quarterly vibration analysis, and 24/7 emergency breakdown support with fully stocked service vehicles.

Name

Alpha Electrics and Water

Legal name

Alpha Electrics & Water

Website

https://alphaelectrics.com.au

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

51–100 employees

Short description

Alpha Electrics and Water is a Tasmanian industrial services firm that supplies, repairs, and rewinds electric motors and pumps for mining, government, and food processing customers.

Ownership category

akta.pro rank

Product category

Industrial Electric Motor Services

NAICS

Commercial and Industrial Machinery and Equipment (except Automotive and Electronic) Repair and Maintenance (8113), Engine, Turbine, and Power Transmission Equipment Manufacturing (3336)

SIC

Motors & Generators (3621), Electrical Industrial Apparatus (3620)

akta.pro primary industry

Specialty Power Systems MRO (Generators, Compressors, Pumps, Welders) (TLAKAHAJ)

akta.pro secondary industry

Water Systems & Treatment (Pumps/Boilers/Water Heaters/Filtration) (IMAIABAK)

Keywords

• Electric motor supply
• Motor repair services
• Industrial pump systems
• Water management solutions
• Electrical contracting

Headquarters

HQ city

Hobart

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electric Motor Sales: Supply of electric motors including AC/DC motors, synchronous mill motors, and vibrating motors for industrial applications
2. Motor Repair and Rewinding: Repair, rewinding, and maintenance services for low voltage and high voltage motors up to 800 amps
3. Industrial Equipment Supply: Supply of industrial equipment including gearboxes, generators, pumps, motor controls, capacitors, valves, and spares
4. 24/7 Emergency Breakdown Support: Emergency breakdown service for approved customers with swift response times and fully stocked service vehicles
5. Electrical Contracting Services: Electrical services including installation, maintenance, and on-site service operations
6. Water Management Services: Water management solutions including pump systems, solar pumps, and industrial/mining pumps

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Alpha Electrics and Water is Tasmania's largest supplier and repairer of electric motors, supplying AC/DC motors, gearboxes, generators, pumps, motor controls, capacitors, valves, and vibrating motors. The company provides integrated industrial services including motor rewinding (low and high voltage up to 800 amps), 24/7 emergency breakdown support, electrical contracting, on-site heavy lifting (8-tonne crane), preventative maintenance with vibration analysis, and water management solutions for industrial, mining, and government customers.

Product overview

Alpha Electrics and Water operates as a comprehensive industrial equipment supplier and service provider, offering a unified portfolio of electric motors (AC/DC) as the core product line alongside complementary products including gearboxes, generators, various pump types (standard, solar, industrial/mining), motor controls, capacitors, valves, and vibrating motors. The company provides integrated services encompassing motor rewind and repair (low and high voltage up to 800 amps), 24/7 emergency breakdown support, electrical contracting, and water management services. The product-service combination enables the company to serve as a one-stop solution for Tasmanian industrial customers requiring both equipment supply and ongoing maintenance/repair support.

Differentiator

Problem solved

Functional benefit

Products and services

• AC/DC Motors
• Industrial Pumps
• Gearboxes
• Generators
• Motor Controls
• Capacitors
• Valves
• Vibrating Motors
• Motor Rewind and Repair Services
• 24/7 Breakdown Support Service
• Electrical Services
• Water Management Services

Quantifiable outcome

• Restored full operating capacity within 36 hours after emergency pump failure
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• WEG AustraliacoreTechnology or IntegrationWEG Australia operates through Alpha Electrics & Water as its local business partner in Tasmania. Alpha facilitates WEG's tender wins and supplies WEG motors (including large synchronous mill motors up to frame size 1400) to customers like Grange Resources. WEG engineers design motors specifically tailored to retrofit with existing infrastructure.
• John CraneminorOthersIndustrial equipment partner providing mechanical seals and related products for pump and rotating equipment applications.
• KetominorOthersPartner supplying pump products and solutions for industrial applications.
• PhilmacminorOthersSupplier of valves and flow control products for water management applications.
• PumpengminorOthersPump equipment supplier for industrial and commercial pumping applications.
• AcrodyneminorOthersPartner supplying industrial equipment products.
• CalpedaminorOthersPump manufacturer supplier for water and fluid handling applications.
• DaveyminorOthersSupplier of water pumps and products for residential, commercial, and industrial applications.
• EriezminorOthersSupplier of separation and materials handling equipment for mining and industrial applications.
• GeneliteminorOthersGenerator supplier for industrial and commercial power generation applications.
• Global PumpsminorOthersPump specialist supplier for industrial, mining, and municipal applications.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• IPD Group: IPD Group is an ASX-listed Australian industrial product distributor specializing in motors, power transmission, and rotating equipment for mining and heavy industry. It is directly comparable to Alpha as a motor and industrial MRO distributor serving Australian mining customers, though IPD operates at greater national scale.
• NHP Electrical Engineering Products: NHP is a leading Australian electrical and industrial products distributor (now part of the Lagercrantz Group) supplying motor controls, VFDs, switchgear, and industrial electrical components. It is a direct peer in Australian industrial electrical distribution with overlapping product categories including motor controls and industrial automation.
• Bonfiglioli Australia: Bonfiglioli Australia is the local subsidiary of Italian gearmotor and drive system manufacturer Bonfiglioli, which supplies gearboxes, motors, and drive systems. It is directly comparable to Alpha's gearbox and motor product lines, and operates in overlapping industrial and mining customer segments.
• Grundfos Australia: Grundfos Australia is a major pump manufacturer and supplier providing advanced water solutions and industrial pumps. It is directly comparable to Alpha's pump and water management business as both a product supplier (via partnership) and a structural competitor in industrial and mining pump applications.
• John Crane Australia: John Crane is a global supplier of mechanical seals and engineered products for pumps and rotating equipment, with an Australian operation that is also a partner to Alpha. It is a directly comparable industrial rotating-equipment service and supply peer, addressing overlapping pump and motor reliability needs in mining and heavy industry.
• Franklin Electric: Franklin Electric supplies motors, pumps, and drives for water and energy applications globally, with an Australian presence. It is directly comparable to Alpha's industrial and mining pump portfolio and motor/pump bundle offerings, particularly in dewatering and water management.
• Nord Drive Systems Australia: Nord Drive Systems supplies geared motors, drive electronics, and power transmission products through Australian operations. It is directly comparable to Alpha as both a supplier (under their partnership) and an adjacent industrial drive systems peer serving mining and industrial customers in the same vertical segments.

Broad incumbents

• Motion Industries: Motion Industries is a global industrial MRO distributor (a Genuine Parts Company subsidiary) supplying bearings, power transmission, motors, and fluid power products with Australian operations. It is comparable as a broad incumbent offering the same multi-brand industrial motor, pump, and MRO portfolio Alpha delivers, but at significantly larger scale across multiple geographies.
• Rexel Australia: Rexel Australia is a major electrical equipment distributor supplying motors, controls, VFDs, and industrial electrical products to commercial and industrial customers. It is a broad incumbent peer given the overlap with Alpha's electrical products and motor controls portfolio, but with a much broader customer base beyond mining.
• WEG Australia: WEG Australia is the local subsidiary of global motor manufacturer WEG, and serves as Alpha's core motor supply partner. WEG is comparable as both a supplier and an incumbent that could choose to bypass distribution and sell directly, making it a structural peer and channel competitor in the Australian motor market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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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 Alpha Electrics and Water