Bromic Pty Ltd
Bromic Pty Ltd (DBA Bromic Refrigeration) is an Australian manufacturer and distributor of over 150 commercial plug-in refrigeration products, sold through a national dealer network to hospitality, retail, healthcare, and primary producer operators across Australia and New Zealand.
- Company typePrivate
- Founded1978
- HeadquartersIngleburn, Australia
- Headcount—
- GTM typeB2B
- OfferingHardware or Manufacturing
What Bromic Pty Ltd does
Bromic Pty Ltd, doing business as Bromic Refrigeration, is an Australian commercial refrigeration manufacturer and distributor and a wholly owned subsidiary of Bromic Group, the diversified conglomerate founded in 1978 by current Chairman Mark Michalowsky. The refrigeration division was established in 1999 and operates from purpose-built headquarters at 10 Phiney Place, Ingleburn, Sydney, supported by five strategically placed warehouses across Australia. The company manufactures and distributes over 150 plug-in commercial refrigeration products spanning upright display fridges and freezers, under bench units, back bar fridges, multideck open display fridges, deli display fridges, food display cabinets, countertop display units, chest freezers, ice cream and gelato display freezers, open hot displays, commercial ice machines, and Pharmacy Guild-approved medical and vaccine fridges. Bromic also serves as the exclusive Australian and New Zealand distributor of True Refrigeration products.
The business is built on a B2B2C dealer-led go-to-market model: customers request quotes via the Bromic website and are routed to local stocking dealers, supplemented by direct phone (1300 276 642) and web enquiry support. Pricing is per unit ex-GST, with sampled SKUs ranging from approximately A$1,156 for a 118L back bar fridge to A$8,825 for a semi-vertical multideck display fridge and A$12,335 for a 485kg/24h modular ice machine, and the company sells over 10,000 units annually. Its customer base is diversified across hospitality (cafes, restaurants, bars, hotels), retail (supermarkets, convenience stores, delicatessens, petrol stations), healthcare (pharmacies, hospitals, GP clinics via the LiveLife partnership), education, primary producers, and fleet operators. Key differentiators include a 5-year parts and labour warranty as standard, local engineering for Australian conditions, 90% of the core range transitioned to 0 GWP natural refrigerants under the Green Cooling Initiative, Agion antimicrobial technology in ice machines, and Pharmacy Guild approval in the medical segment. Bromic's broader Bromic Group parent also covers outdoor heating and plumbing and gas equipment, but the refrigeration division is the unit described here.
Bromic Pty Ltd firmographics
Firmographics- Name
- Bromic Pty Ltd
- Legal name
- Bromic Pty Ltd
- Website
- https://www.bromicrefrigeration.com.au
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Short description
- Bromic Pty Ltd (DBA Bromic Refrigeration) is an Australian manufacturer and distributor of over 150 commercial plug-in refrigeration products, sold through a national dealer network to hospitality, retail, healthcare, and primary producer operators across Australia and New Zealand.
- Ownership category
- akta.pro rank
Bromic Pty Ltd industry classification
Industry- Product category
- Commercial Refrigeration Equipment
- NAICS
- Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341), Air-Conditioning and Warm Air Heating Equipment and Commercial and Industrial Refrigeration Equipment Manufacturing (333415), Refrigeration Equipment and Supplies Merchant Wholesalers (423740), Refrigeration Equipment and Supplies Merchant Wholesalers (42374)
- SIC
- Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Refrigeration & Service Industry Machinery (3580)
- akta.pro primary industry
- Commercial & Industrial Refrigeration Systems (IMAHAKAA)
- akta.pro secondary industry
- Temperature-Controlled Foodservice/Institutional Supply Wholesale (AFAIAHAK)
Keywords
Where Bromic Pty Ltd is headquartered
LocationHeadquarters
- HQ city
- Ingleburn
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Bromic Pty Ltd business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Commercial Refrigeration Equipment Sales: Sale of commercial refrigeration products including upright fridges/freezers, under bench units, back bar fridges, multideck displays, chest freezers, deli display fridges, food display cabinets, ice machines, and medical/vaccine fridges. Products sold through dealer network across Australia.
- Spare Parts: Spare parts sales for maintenance and repairs of Bromic refrigeration units. Spare parts come with 3-month warranty when installed by licensed refrigeration technician.
- True Refrigeration Distribution: Exclusive Australian distributor of True Refrigeration products, providing broader range of premium commercial refrigeration solutions to Australian and New Zealand markets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Under Bench Fridges and Freezers |
| Unit Pricing | Pay-as-you-go | Back Bar Fridges |
| Unit Pricing | Pay-as-you-go | Upright Display Fridges and Freezers |
| Unit Pricing | Pay-as-you-go | Medical and Vaccine Fridges |
| Unit Pricing | Pay-as-you-go | Commercial Ice Machines |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Bromic Pty Ltd product offering
Product offeringCore offering
Bromic Pty Ltd manufactures and distributes commercial refrigeration equipment, including upright display fridges and freezers, under bench units, back bar fridges, multideck displays, commercial chest freezers, deli display fridges, food display cabinets, ice machines, ice cream and gelato display freezers, open hot displays, and medical and vaccine fridges. The company sells through a nationwide dealer network to hospitality, retail, and healthcare businesses across Australia, and is the exclusive Australian distributor for True Refrigeration products.
Product overview
Bromic Refrigeration is a commercial refrigeration equipment manufacturer and distributor offering over 150 plug-in commercial refrigeration products. The portfolio centers on temperature-controlled display and storage solutions for hospitality, retail, and healthcare sectors. Core offerings include Upright Display Fridges and Freezers for retail self-service, Under Bench Fridges and Freezers for commercial kitchen workspaces, Back Bar Fridges for hospitality beverage storage, Countertop Display Fridges for point-of-sale merchandising, Food Display Cabinets for hot/cold/ambient food presentation, Commercial Ice Machines in self-contained and modular configurations, Multideck Open Display Fridges for retail grab-and-go layouts, Deli Display Fridges for retail food service, Chest Freezers for bulk frozen storage, Ice Cream and Gelato Display Freezers for dessert merchandising, Open Hot Displays for heated food presentation, and Medical and Vaccine Fridges for pharmaceutical storage. Bromic also serves as the exclusive Australian and New Zealand distributor for True Refrigeration products, adding premium fixed refrigeration solutions to its portfolio.
Differentiator
Problem solved
Functional benefit
Products and services
- Food Display Cabinets Heated or ambient food display cabinets used to merchandise pastries, pies, hot food, and grab-and-go items at point of sale.
- Open Hot Displays Open-format heated display units used to keep prepared hot food at serving temperature in takeaway venues, cafes, and convenience stores.
- Commercial Ice Machines Commercial ice-making machines that produce ice for hospitality, foodservice, and beverage operations.
- Medical and Vaccine Fridges Medical-grade refrigeration units with precise temperature control and monitoring, designed for pharmacies, hospitals, GP clinics and laboratories to store vaccines, medicines, and biological samples.
- Ice Cream and Gelato Display Freezers Specialised display freezers for merchandising ice cream and gelato in cafes, gelaterias, ice cream shops and convenience stores.
- Upright Display Fridges and Freezers Freestanding upright refrigerated and frozen display cabinets designed for back-of-house and front-of-house storage and merchandising in hospitality and retail venues.
- Under Bench Fridges and Freezers Compact under-counter refrigeration and freezing units intended to fit beneath hospitality counters and bar workstations where floor space is limited.
- Back Bar Fridges Refrigerated units designed for behind-the-bar use in pubs, bars, clubs and hotels to keep bottled and canned beverages at serving temperature.
- Countertop Display Fridges and Freezers Small refrigerated display units placed on counters to merchandise grab-and-go food and beverages at point of sale in cafes, quick-service venues and convenience stores.
- Multideck Open Display Fridges Open-front multideck chilled display cabinets used in supermarkets and convenience stores for high-visibility merchandising of fresh packaged food and beverages.
- Deli Display Fridges Specialist display refrigeration for delicatessens, butchers, and specialty food retailers merchandising meats, cheeses, and prepared foods.
- Commercial Chest Freezers Chest-style commercial freezers for bulk frozen storage in retail back-of-house, primary production, and foodservice environments.
- True Refrigeration Product Line (exclusive Australian distribution) Premium US-made True Refrigeration commercial refrigeration and freezer products distributed exclusively in Australia by Bromic to hospitality, foodservice, and retail customers.
Quantifiable outcome
- Over 10,000 units sold annually
- +3 more outcomes
Companies that use Bromic Pty Ltd
Customer profileNamed customers12 records
Segments5 records
Ideal customer profiles3 records
Bromic Pty Ltd technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Bromic Pty Ltd partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- True RefrigerationcoreBromic Refrigeration is the exclusive Australian distributor of True Refrigeration. This partnership combines Bromic's local expertise, nationwide support and deep understanding of the Australian market with True's globally recognised refrigeration solutions. Businesses receive a broader range of premium commercial refrigeration solutions with industry-leading warranty coverage backed by a trusted local partner.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Bromic Pty Ltd competitors and assessment
Company assessmentBroad incumbents
- Hoshizaki: Global Japanese manufacturer of commercial refrigeration and ice machines serving foodservice, hospitality, and retail. Highly comparable to Bromic across product categories (upright, under-bench, ice machines) and target end-customers, but operates at much larger global scale.
- Fisher & Paykel Professional: New Zealand-headquartered appliance manufacturer with a commercial refrigeration and foodservice range. Comparable in product categories and ANZ customer base, though much larger and more diversified across consumer and professional markets.
- Electrolux Professional: Global manufacturer of professional kitchen and refrigeration equipment serving hospitality, foodservice, and retail. Comparable on commercial refrigeration product category, though operates at a much larger global scale with broader portfolio.
- Traulsen: US-based commercial refrigeration specialist within the Middleby group, serving foodservice and retail. Comparable product overlap in upright and display refrigeration, though with stronger foodservice focus and global scale.
- Hussmann: Panasonic-owned commercial refrigeration specialist focused on retail merchandising (multideck, island freezers, deli displays). Direct overlap with Bromic's retail display categories at a larger global scale.
Direct peers
- True Refrigeration: US-based manufacturer of commercial refrigeration whose products Bromic exclusively distributes in Australia and New Zealand. Direct product-line overlap (upright, multideck, back bar, under bench), making it both partner and benchmark competitor in-region.
- Skope Refrigeration: New Zealand-headquartered commercial refrigeration manufacturer with strong presence in Australia across hospitality, retail, and foodservice. Direct competitor with overlapping product range and similar end-markets to Bromic in ANZ.
- Williams Refrigeration: UK-origin commercial refrigeration brand with Australian operations serving hospitality, catering, and retail. Closely comparable to Bromic on upright, under-bench, and display fridge categories and target verticals.
- ICE Commercial Refrigeration: Australian commercial refrigeration specialist offering upright, under-bench, and display units to hospitality and retail. Comparable niche specialist positioning to Bromic within the same domestic market.
- Frilixa: UK-based manufacturer of professional refrigeration including upright, under-bench, and grab-and-go display units for hospitality and retail. Comparable niche commercial refrigeration positioning with overlapping product categories and end-customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights3 records
Customer concentration
Bromic Pty Ltd social profiles
Digital presenceBromic Pty Ltd compliance and trust
Trust signalCompliance1 record
Bromic Pty Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bromic Pty Ltd leadership team
Management profileNumber of profiles
Profiles1 record
Bromic Pty Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bromic Pty Ltd M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bromic Pty Ltd
What does Bromic Pty Ltd do?
Bromic Pty Ltd manufactures and distributes commercial refrigeration equipment, including upright display fridges and freezers, under bench units, back bar fridges, multideck displays, commercial chest freezers, deli display fridges, food display cabinets, ice machines, ice cream and gelato display freezers, open hot displays, and medical and vaccine fridges. The company sells through a nationwide dealer network to hospitality, retail, and healthcare businesses across Australia, and is the exclusive Australian distributor for True Refrigeration products.
Is Bromic Pty Ltd a public or private company?
Bromic Pty Ltd is a private company. It is classified as family owned and is currently operating.
When was Bromic Pty Ltd founded?
Bromic Pty Ltd was founded in 1978.
Where is Bromic Pty Ltd based?
Bromic Pty Ltd is headquartered in Ingleburn, Australia, in the Oceania region.
How does Bromic Pty Ltd make money?
Three revenue lines are on record. Commercial Refrigeration Equipment Sales are the primary driver. The others are spare Parts and true Refrigeration Distribution.
Who are Bromic Pty Ltd's main competitors?
Broad incumbents on record are Hoshizaki, Fisher & Paykel Professional, Electrolux Professional, Traulsen and Hussmann. Direct peers are True Refrigeration, Skope Refrigeration, Williams Refrigeration, ICE Commercial Refrigeration and Frilixa.
Does Bromic Pty Ltd have an API?
No public API is recorded for Bromic Pty Ltd.
What industry is Bromic Pty Ltd in?
Bromic Pty Ltd's product category is Commercial Refrigeration Equipment. Its primary akta.pro industry code is IMAHAKAA, Commercial & Industrial Refrigeration Systems, with a secondary code of AFAIAHAK, Temperature-Controlled Foodservice/Institutional Supply Wholesale. Its NAICS code is 33341 and its SIC code is 3585.