What Hamer does

Hamer Electrical Co. Ltd, founded in 1938 by Harry Hamer in Christchurch, New Zealand, is a privately held distributor of electrical tools, equipment, lighting, and related components serving the New Zealand market. The company operates exclusively through a channel of electrical wholesalers—over 200 locations across all NZ regions—through which it supplies professional-grade products to electrical contractors, tradespeople, facilities and building management operators. Its product portfolio spans hand tools, power tools (notably DEWALT, for which Hamer holds exclusive electrical wholesale distribution rights in NZ), testing and measurement instruments, industrial control and switch gear, cable management accessories, LED lighting, portable power solutions, and consumables such as soldering equipment and labelling products. The company distributes products from more than 30 international brands including DEWALT, SAL Lighting, Bowthorpe, Saginomiya, Lovato, Schmersal, Comar, Dymo, Sharpie, Hot Devil, Grasslin, and Theben.

Hamer's business model is hardware distribution at scale: revenue is generated through import and wholesale markup on branded electrical products sold via independent electrical wholesalers (J A Russell, Corys Electrical, Ideal Electrical Suppliers, Scott Electrical, Active Electrical Suppliers, and others). Pricing is quote-based rather than publicly disclosed, reflecting B2B trade channel conventions. Go-to-market is anchored on exclusive brand partnerships (notably DEWALT for the electrical wholesale channel), an extensive product catalogue (68-page Timers & Sensors, 66-page Control, 64-page Cable Care catalogues, plus brand-specific materials), and a regional sales footprint covering Christchurch (head office and main distribution center), Auckland (branch office), and sales coverage in Waikato and Wellington. The company also maintains a transactional e-commerce site at hamer.co.nz that serves as both a product catalog and a direct purchase channel, though the primary revenue stream remains the wholesaler network.

The company's infrastructure includes a heritage joint venture—Bowthorpe (NZ) Ltd, established in 1958 with UK-based Bowthorpe to manufacture split-bolt line connectors domestically under import restrictions—which remains part of its proprietary product line (Bowthorpe line taps with 70+ years of service history and 16 million+ connections). The firm is led by a small management team (General Manager Sales and Marketing Fletcher Prendergast, Business Development Manager North Island Sam Sykes, and long-tenured Area Sales Manager Colin Ford with 45+ years in the electrical industry). Ownership appears to remain family-rooted with no disclosed private equity or venture capital backing.

Name

Hamer

Legal name

Hamer Electrical Co. Ltd

Website

https://hamer.co.nz

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

11–50 employees

Short description

Hamer is a privately held New Zealand distributor of electrical tools, equipment, lighting, and components founded in 1938, serving electrical contractors and wholesalers nationwide through exclusive brands including DEWALT.

Ownership category

akta.pro rank

Product category

Electrical Tools and Equipment Distribution

NAICS

Warm Air Heating and Air-Conditioning Equipment and Supplies Merchant Wholesalers (42373), Service Establishment Equipment and Supplies Merchant Wholesalers (42385)

SIC

Wholesale-Machinery, Equipment & Supplies (5080), Wholesale-Industrial Machinery & Equipment (5084), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)

Keywords

• Electrical tools distribution
• Power tool accessories
• LED lighting supplies
• Electrical wholesale distribution
• Cable management products

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electrical Tools and Equipment Distribution: Hamer imports and distributes quality electrical tools, testing equipment, control gear, lighting, cable accessories, and related products from international brands to the New Zealand market through electrical wholesalers.
2. DEWALT Power Tool Accessories: As the exclusive DEWALT supplier to the electrical wholesale channel in New Zealand, Hamer distributes the full range of DEWALT power tools and accessories.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Hamer imports and distributes quality electrical tools, testing equipment, control gear, lighting, cable accessories, and related products from international brands to the New Zealand market through electrical wholesalers. The company is the appointed exclusive DEWALT supplier to the electrical wholesale channel and serves as a long-standing distribution partner for over 30 international brands across categories including hand tools, power tools, lighting, HVAC controls, and cable management.

Product overview

Hamer is a New Zealand electrical, tool, and lighting supplies distributor operating since 1938. The company offers a comprehensive portfolio of products across multiple categories including Hand Tools (Marvel, cutting & crimping tools, measuring tapes, fish tapes, tool sets), Power Tools (DEWALT as exclusive distributor), Testing & Measurement (Nesco, Major Tech, Socket&See testers), Control & Switch Gear (Saginomiya, GEN3, Lovato, Comar, Schmersal, Schurter components), Cable Care & Accessories (Dymo labelling, Sharpie markers, Powerforce cable ties, Bowthorpe line taps, HellermannTyton), Solder & Gas (Hot Devil torches and accessories), Lighting (SAL LED lighting, Coast torches, Theben timers), Portable Power (Spikefree surge protection, DURACELL/Procell batteries), and Transport Straps (Fasty brand). The company distributes through electrical wholesalers across New Zealand and has head office in Christchurch with an Auckland office.

Differentiator

Problem solved

Functional benefit

Products and services

• Hand Tools Comprehensive range of hand tools including cutting and crimping tools, hammers, HVAC tools, pliers, screwdrivers, measuring tapes, fish tapes, tool bags and pouches, wrenches, knives, and tool sets for electrical professionals. Distributed through New Zealand electrical wholesalers.
• Cable Handling Equipment
• Power Tools (DEWALT) DEWALT professional power tools and accessories including drills, hole saws, combo kits, staplers, batteries and chargers, cutting and grinding tools, lasers, sanders, routers, blowers, heat guns, and radios. Hamer is the appointed exclusive DEWALT supplier to the New Zealand electrical wholesale channel.
• Testing and Measurement Instruments Test and measurement instruments including VDV (Voice-Data-Video) testers, PAT and RCD testers, socket outlet/RCD polarity testers, specialty testers, and scales for electrical professionals.
• Control and Switch Gear
• Cable Care and Accessories Cable management solutions including labelling and markers, cable ties and mounts, conduit, electrical tape, aircon outdoor mounting, line taps, boots and end caps, and mechanical anchors.
• Solder and Gas Equipment (Hot Devil) Soldering equipment and gases including blow torches, soldering irons, butane gas cylinders, propane gas, brazing rods, and accessories under the Hot Devil brand for professional and DIY use.
• LED Lighting Solutions LED lighting solutions including interior LED lighting, exterior LED lighting, timers and switches, motion detectors, LED lamps, torches and worklights, and lighting accessories. SAL LED Lighting brand is a market leader in Australia since 1998.
• Portable Power Solutions Portable power solutions including surge-protected plugboxes and batteries for indoor and outdoor applications, including Procell by Duracell professional batteries.
• Transport Straps Fasty transport and ratchet straps for securing loads during transportation in various sizes and pack configurations.
• Tool Storage Solutions Tool storage solutions including pouches and tool bags for professional tradespeople.
• Grasslin Time Switch and Lighting Control Products Time switch technology and lighting control products with over 60 years of experience for energy efficiency and automated lighting control applications.
• Re-Load Quick-Change Hole Saws Quick-change hole saws and downlight kits designed for professionals working in limited spaces, originally invented by an electrician.
• Dymo Labelling Products Portable labelling machines, embossers, industrial labelling devices, and tapes for industrial and commercial use including cable identification and electrical marking.
• Sharpie Premium Marker Range Premium permanent markers and pens for professional and personal use across the electrical trade and general marking applications.

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• DEWALTcoreChannel Partner/ Reseller/ Distributor · 1 January 2023Hamer has been appointed as the exclusive supplier of DEWALT products to the electrical wholesale channel in New Zealand. This partnership enables Hamer to supply the full range of DEWALT power tools and accessories exclusively through electrical wholesalers.

Scale indicators4 records

Recent moves6 records

Expansion highlights2 records

Broad incumbents

• Rexel: Global electrical distribution major with established operations in Australia/NZ; competes in professional electrical equipment and cable distribution at much greater scale than Hamer.
• Wesco International: Global distributor of electrical, communications, and utility products including in Australasia; broad incumbent in the same wholesale channel that Hamer operates in.
• Sonepar: World's largest independent electrical distributor with NZ presence through acquired regional wholesalers; competes in the same product categories and contractor-customer market as Hamer.
• Schneider Electric New Zealand: Global electrical equipment manufacturer with a NZ channel presence selling switches, controls, and distribution products into the same trade-customer base Hamer serves.
• Eaton (New Zealand operations): Global power-management and electrical-components manufacturer with NZ operations; competes with Hamer's supplier portfolio (control gear, switchgear) via channel partners in the NZ trade market.

Direct peers

• Ideal Electrical Suppliers: NZ-based electrical wholesaler operating a nationwide trade-supply model across power tools, lighting, cable, and control gear — overlapping with Hamer's product categories and customer base of electrical contractors.
• Active Electrical Suppliers: NZ electrical wholesaler serving trade and contractor customers with a similar range of cabling, lighting, tools, and accessories, sharing Hamer's channel structure and core end-markets.
• Corys Electrical: One of New Zealand's largest electrical wholesalers, supplying electricians and contractors with tools, cable, lighting, and accessories — directly comparable to Hamer in product mix and trade-channel focus.
• J A Russell: Long-established NZ electrical and lighting wholesaler with nationwide trade coverage, comparable in scale and product breadth to Hamer.
• Scott Electrical: NZ-based electrical wholesaler distributing tools, lighting, and components to trade customers across the country — overlapping in product portfolio and customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Hamer