What Electra Cables does

Electra Cables (Aust.) Pty Ltd is a privately held Australian cable manufacturer and distributor that has operated for over 40 years and describes itself as one of the largest cable stockists in Australasia. The company produces and distributes a comprehensive range of electrical cables organised into five core categories: Power Cables (copper and aluminium, including building wires, orange circulars, and XLPE variants); Industrial Cables (control, instrumentation, flexible, and steel wire armoured); Fire-rated Cables under the proprietary ELECTRAFIRE® brand (WS52W, 2-hour, LSZH, 110°C rated); Data and Communications Cables (Cat5e/Cat6/Cat6A, coaxial, security); and Specialty Cables (11kV medium voltage, rubber, automotive, solar PV, mining, traffic, welding, VSD, and others). All products are manufactured to AS/NZS standards and undergo independent testing.

The company's commercial model is built on a two-tier channel: Electra sells primarily to electrical wholesalers and contractors who in turn distribute to residential, commercial, industrial, mining, infrastructure, and renewable-energy end-users. Pricing is not publicly disclosed; quotes are handled via direct contact with sales offices. The company operates four regional offices across Australia — Smithfield NSW (headquarters), Dandenong South VIC, Parkinson QLD, and Forrestfield WA — providing national coverage, and also supplies the New Zealand market.

Electra's value proposition rests on a dense portfolio of compliance credentials — ISO 9001:2015, Greenstar Certification (BEP PVC V2.0), VCA endorsement, SAA Conformity Certification, EESS Responsible Supplier status, AS/NZS 3013:2005 fire rating, and Modern Slavery Act 2018 accreditation — combined with broad SKU availability, customer-first service, and brand recognition in the Australian market. Recent strategic emphasis has shifted toward aluminium-based product extensions (Aluminium Earth Cables and 110° Single Core Aluminium Flex launched in 2025) to capture copper-substitution demand and renewable-energy/utility applications.

Name

Electra Cables

Legal name

Electra Cables (Aust.) Pty Ltd

Website

https://electracables.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Electra Cables is a privately held Australian manufacturer and one of Australasia's largest cable stockists, producing power, industrial, fire-rated (ELECTRAFIRE®), data, and specialty cables for electrical wholesalers and contractors across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Electrical Cable Manufacturing

NAICS

Communication and Energy Wire and Cable Manufacturing (33592)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Building Wire & Cable (Residential/Commercial) (IMADAMAA)

Keywords

• Electrical cable manufacturing
• Fire rated cables
• Power cable supply
• Industrial cable solutions
• Data communications cabling

Headquarters

HQ city

Smithfield

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Cable and Wire Sales: Electra Cables generates revenue through the manufacture and sale of a complete range of electrical cables, including single core building wires, orange circulars, flat TPS cables, XLPE cables (copper and aluminium), data/instrumentation cables, solar cables, fire-rated cables (ELECTRAFIRE®), mining cables, and medium to high voltage cables. Products are sold to electrical wholesalers, contractors, and industrial customers across Australia and New Zealand.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Electra Cables manufactures and supplies a complete range of electrical cables including power cables (copper, aluminium, flexible, building wires, circular), industrial cables (control, instrumentation, flexible), fire-rated cables under the ELECTRAFIRE® brand (WS52W, 2-hour, LSZH, 110°C), data and communications cables, and specialty cables (11kV medium voltage, rubber, automotive, mining, solar PV, VSD, traffic). Products are sold to electrical wholesalers, contractors, and industrial customers across Australia and New Zealand, manufactured to AS/NZS standards with multiple independent certifications.

Product overview

Electra Cables is a manufacturer and supplier of electrical and electronic cables operating for over 40 years in Australia. The company offers a comprehensive portfolio organized into five core product categories: Power Cables (Copper, Flexible Copper, Aluminium, Flexible Aluminium, Flats & Building Wires, Circular & Power Cables); Industrial Cables (Control, Instrumentation, Flexible, Steel Wire Armoured); Fire Cables under the ELECTRAFIRE® sub-brand (Power, Industrial, Alarm and Control variants with WS52W 2-hour fire rating); Data and Communications Cables (Data, Communications, Security); and Specialty Cables (11kV Medium Voltage, Rubber, Automotive, VSD, Solar PV, Traffic, and others). The product line includes both standard catalogue items and custom-manufactured cables for specific requirements. Recent additions include Aluminium Earth Cables in rigid and flexible formats and 110° Single Core Aluminium Flex. All cables are manufactured to AS/NZS Standards and are Greenstar Certified.

Differentiator

Problem solved

Functional benefit

Brands

• ELECTRAFIRE®: Fire rated cable product line consisting of WS52W, 2-hour, LSZH (Low Smoke Zero Halogen), flexible, 110° fire rated product lines, through to Fire Control, VSD/EMC and Shielded applications. Products include fire rated power cables, industrial screened fire rated cables, and alarm and control cables.

Quantifiable outcome

• Products installed in many prestigious buildings and projects throughout Australia and around the world
• +3 more outcomes

Segments5 records

Ideal customer profiles5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Infrabuild Australia Pty LtdcoreOthersElectra Cables endorses Infrabuild Australia as a responsible recycling organisation for cable products at end of life. Infrabuild is endorsed and certified by the Green Building Council of Australia and verified compliant with EN 15804 and ISO 14025, meeting Green Star Rating Tools and IS Rating Tools compliance requirements. Electra recommends customers use Infrabuild to reduce waste and support a circular economy.
• Vinyl Council of Australia (VCA)coreStrategic or Co-development PartnerElectra Cables received formal endorsement and product registration under the VCA's Best Environmental Practice PVC V2.0 program. This partnership places Electra among a select group of Australian manufacturers meeting stringent environmental and social responsibility criteria across the product lifecycle, and enables Electra products to carry the Best Environmental Practice PVC Licence Mark.
• Bureau Veritas Australia Pty LtdminorOthersBureau Veritas Australia, a JAS-ANZ accredited certification body, independently conducted Electra's Greenstar Certification audit and Compliance Pathway 2 assessment, providing third-party verification of environmental practices.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Regional players

• FS Cables: UK-based specialist cable supplier with fire-rated, security, and data cable offerings. Comparable in fire-rated cable specialization (similar to ELECTRAFIRE range) though operating primarily in UK/European markets.

Direct peers

• AEI Cables (Australasian Electrical Industries): Australian cable manufacturer producing building wires, power cables, and specialty cables for residential and commercial markets. Direct competitor serving the same electrical contractor channel.
• Olex Cables: Australian cable manufacturer (now part of Prysmian Group) producing power, building wire, and specialty cables for the same electrical wholesaler and contractor channel as Electra. Direct competitor in the Australian market with overlapping product categories.
• Tycab Australia: Australian cable manufacturer specializing in power, control, instrumentation, and specialty cables. Direct competitor serving the same electrical wholesaler channel with comparable AS/NZS product range.
• Nexans Australia: Australian arm of global cable giant Nexans, manufacturing power, telecommunications, and specialty cables. Direct competitor in Australian cable market with broader international backing and scale advantages.

Emerging players

• Garland Cables: Australian cable supplier offering data, security, fire-rated, and power cables. Emerging competitor targeting overlapping customer segments in the Australian market.
• MM Cables: Australian cable manufacturer offering building wire, power cables, and specialty products. Smaller competitor in the same ANZ market focused on similar electrical wholesaler distribution channels.
• Polycab Australia: Indian cable giant expanding into Australian market with power, building wire, and specialty cables. Represents emerging low-cost competition in the same electrical wholesale channel.

Broad incumbents

• Belden Australia: Global manufacturer of signal transmission and networking cables including data, communications, and industrial cables. Competes with Electra's data/communications cable range in enterprise and industrial markets.
• Prysmian Group Australia: Global cable giant's Australian operations producing power, telecommunications, and specialty cables. Competes with Electra in larger infrastructure tenders while serving much broader international markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/electra-cables

Compliance7 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 Electra Cables