Goodchild Enterprises

What Goodchild Enterprises does

Goodchild Enterprises (legal entity: Queensway Pty Ltd) is a privately-held, family-owned importer and wholesaler of batteries headquartered in Cockburn Central, Western Australia. Founded in 1988, the company serves business customers throughout the state of Western Australia across automotive, truck/machinery/4WD/SUV, marine, motorcycle, deep cycle, standby/industrial, and motive power segments. It is the sole distributor of BOSCH Batteries in Western Australia and has been a Preferred Supplier to the Capricorn Society since 1990.

The company distributes a portfolio spanning 20+ brands including its own proprietary lines (Alektro Maintenance Free, Alektro Ultra Maintenance Free, Alektro AGM, Alektro Standard, Exsta Maintenance Free, Exsta Classic) and third-party brands (BOSCH, OPTIMA, AMARON, ODYSSEY, SSB, Varta, DEKA, FEDERAL, Fusion, NorthStar, U.S. Battery). Battery chemistries covered include Absorbed Glass Mat (AGM), Enhanced Flooded Battery (EFB), Calcium-Calcium, Gel, Sealed Lead Acid (SLA), Lithium, and MF Calcium-Silver. Complementary peripheral products include battery chargers (CTEK, Projecta, Noco Genius, Matson), power management electronics (Redarc, Intervolt), and oils and lubricants (Hi-Tec Oils, Wynn's). The product surface also includes a Battery Fitment Guide and Cross Reference lookup tool.

The business operates a sales-led B2B wholesale model with quote-based pricing (no public price lists). Distribution leverages a fleet of 10-11 vehicles providing same-day metropolitan Perth delivery and free freight-company handoff for regional WA. The customer base spans automotive trade workshops, fleet operators, marine dealers, industrial equipment suppliers, and mobility/renewable energy installers. Three generations of the Goodchild family are currently involved in management, led by Managing Director Rex Goodchild (3rd generation).

Name

Goodchild Enterprises

Legal name

Queensway Pty Ltd

Website

https://goodchild.com.au

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

Goodchild Enterprises is a family-owned battery importer and wholesaler founded in 1988, serving businesses throughout Western Australia from its Cockburn Central headquarters. It distributes its own brands (Alektro, Exsta) and is the sole WA distributor of BOSCH Batteries, operating a fleet of up to 11 vehicles for same-day metro delivery.

Ownership category

akta.pro rank

Product category

Battery Wholesale Distribution

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Automotive Batteries & 12V/Low-Voltage Energy Storage Manufacturing (IMACAJAJ)

akta.pro secondary industries

Battery Modules & Packs (Industrial/Commercial pack assembly) (IMAGAHAB), Battery Pack Manufacturing & Module Assembly (EUAFABAI)

Keywords

• Battery wholesale distribution
• Automotive battery supply
• Industrial battery solutions
• Deep cycle batteries
• Battery import wholesale

Headquarters

HQ city

Cockburn Central

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Battery Wholesale Distribution: Goodchild Enterprises imports and wholesales a large range of batteries and offers competitive pricing to business clients. They supply automotive, motorcycle, marine, deep cycle, industrial, motive power, gel, SLA and AGM batteries to businesses throughout Western Australia.
2. Oils and Lubricants: The company has expanded into oils and lubricants distribution, with Warren Goodchild heavily involved in sales of these products alongside batteries.
3. Battery Peripherals: Peripheral products such as Battery Chargers, Solar Panels, Invertors, Jump Starters, Leads, Terminals etc. from manufacturers such as Projecta, Matson, C-Tek, Thunder.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Goodchild Enterprises is an importer and wholesaler of batteries to businesses throughout Western Australia, supplying automotive, motorcycle, marine, deep cycle, industrial, motive power, gel, sealed lead acid (SLA), and AGM batteries. The company operates as the sole distributor of BOSCH Batteries in WA, offers exclusive own brands (Alektro, Exsta, Exsta Classic), and provides complementary products including battery chargers, solar panels, invertors, jump starters, and oils and lubricants, delivered via a same-day metropolitan fleet.

Product overview

Goodchild Enterprises operates as a battery importer and wholesaler serving businesses throughout Western Australia, offering a diverse portfolio of battery products across multiple chemistries and applications. The core offering centers on proprietary exclusive brands (Alektro Maintenance Free, Alektro Ultra Maintenance Free, Alektro AGM, Alektro Standard, Exsta Maintenance Free, Exsta Classic) alongside distributed international brands (BOSCH, OPTIMA, AMARON, ODYSSEY, SSB Lithium, DEKA, FEDERAL, Fusion, Gel-Tech, Varta, NorthStar, U.S. Battery, Emtrac, Remco, Vision). Battery technologies include Absorbed Glass Mat (AGM), Calcium-Calcium, EFB (Enhanced Flooded Battery), MF Calcium-Silver, Gel, Sealed Lead Acid (SLA), and Lithium variants. Application categories span Automotive/Passenger Vehicle, Truck/Machinery/4WD/SUV, Deep Cycle, Marine, Motorcycle, Standby/Industrial, and Motive Power. Complementary peripheral products include Battery Chargers (CTEK, Projecta, Matson, Noco Genius), Solar Panels, Invertors, Jump Starters, Leads, Terminals (Projecta, Redarc, Intervolt), and automotive Oils and Lubricants (Hi-Tec Oils, Wynn's, Lubricant Specialists Australia). The company also provides digital tools including a Battery Finder (vehicle fitment guide) and Cross Reference lookup. With over 28 years of experience since founding as a battery wholesaler in 1988, Goodchild Enterprises is the sole distributor of BOSCH Batteries in Western Australia and has been a Preferred Supplier to the Capricorn Society since 1990.

Differentiator

Problem solved

Functional benefit

Brands

• Alektro: Exclusive brand name of Goodchild Enterprises for maintenance-free batteries, ultra maintenance-free batteries, and standard batteries.
• Exsta
• Exsta Classic

Products and services

• Automotive and Passenger Vehicle Batteries Starting batteries for passenger vehicles, cars, and light commercial vehicles, including exclusive own brands (Alektro Maintenance Free, Alektro Standard, Exsta Maintenance Free, Exsta Classic) and distributed brands (BOSCH, AMARON, FEDERAL, Varta, NorthStar). Target customers are automotive trade businesses and workshops.
• Truck, Machinery, 4WD and SUV Batteries Heavy-duty batteries for commercial trucks, machinery, 4WD and SUV vehicles, including Alektro Ultra Maintenance Free and BOSCH heavy-duty models for demanding applications.
• Deep Cycle Batteries

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Capricorn SocietycoreChannel Partner/ Reseller/ Distributor · 1 January 1990Goodchild Enterprises has been a Preferred Supplier to the Capricorn Society since 1990. Capricorn Society is a trade purchasing cooperative, and this partnership provides Goodchild access to their network of automotive trade members throughout Australia.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Marshall Batteries: Long-established Australian battery distributor with franchise/dealer network across automotive, commercial, marine and motive power segments. Highly comparable to Goodchild in product range and target customers.
• R&J Batteries: National Australian battery distributor serving automotive, commercial, marine and industrial markets with branch networks. Direct B2B wholesale peer to Goodchild with overlapping brand portfolio and customer segments.
• Battery World: Australia's largest battery specialist retailer/franchise network, selling automotive, marine, deep cycle and motorcycle batteries nationally. Closest direct competitor to Goodchild's B2B/wholesale-plus-retail battery distribution model across multiple chemistries.

Broad incumbents

• Century Batteries: Major Australian-owned battery manufacturer and distributor covering automotive, marine, deep cycle, commercial and industrial applications. Broader incumbent that both competes with Goodchild at the distribution layer and supplies competing dealers.
• Supercharge Batteries: Australian battery manufacturer and distributor serving automotive, marine, commercial and industrial end markets. Comparable product breadth and overlapping distribution channels, but operates as both manufacturer and distributor.
• EnerSys: Global industrial battery manufacturer covering motive power, reserve power, and specialty batteries for forklift, telecom, mining and rail. Comparable in industrial/traction battery segment that Goodchild serves, though operates primarily as an OEM.
• Exide Technologies (Australia): Global battery manufacturer with Australian operations covering automotive, marine, deep cycle, motive power and industrial applications. Comparable full-stack product breadth; competes with Goodchild at the brand level.
• Yuasa Batteries (Australia): Australian arm of a major global battery manufacturer covering automotive, motorcycle, marine, industrial and standby applications. Comparable product portfolio to Goodchild's range, particularly in powersport and deep cycle.

Regional players

• Interstate Batteries: US-based battery distributor operating a franchise/all-territory-distributor model for automotive and commercial batteries. Operates similar exclusive-territory wholesale distribution mechanics as Goodchild, but in North America rather than Australia.

Others

• Amaron (Amara Raja): Global battery brand whose products Goodchild already distributes (Silver alloy automotive line). An upstream brand supplier and adjacent brand competitor rather than a direct distribution rival.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/goodchild-enterprises

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Goodchild Enterprises