Schnap Electric Products

What Schnap Electric Products does

Schnap Electric Products is an Australian privately-held electrical wholesale distributor founded in 2004 and headquartered in Kingsgrove, New South Wales. The company operates the e-commerce platform schnap.com.au, which stocks thousands of SKUs across six broad categories: cables and cable management; powerpoints, switches, switchboards, and circuit protection; lighting; solar, battery storage, EV chargers, and smart home/automation; industrial automation and motor control; and tools, test equipment, and PPE. Product is sourced from tier-1 manufacturers including Clipsal, Hager, ABB, and Legrand, and is sold with all prices including GST.

The business runs a dual pricing model: standard unit pricing for walk-up and consumer buyers, and a verified trade pricing program offering 8-28% discounts to licensed electricians, contractors, and engineers. Fulfilment combines direct e-commerce shipping nationwide from a single Sydney warehouse with click-and-collect from the Kingsgrove branch for orders under AUD $150. The company serves a horizontal mix of residential, commercial, industrial, mining, government, medical, education, and aviation buyers, with primary revenue concentration among SMB trade professionals.

Recent digital investment includes the 'Skooby' wiring rules and catalog assistant and WhatsApp Business integration. The business remains privately held with no disclosed parent company, institutional investors, funding history, or financial reporting; revenue, headcount, and ownership structure are not publicly disclosed.

Name

Schnap Electric Products

Legal name

SCHNAP Electric Products

Website

https://schnap.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Short description

Schnap Electric Products is a privately-held Australian electrical wholesaler founded in 2004, operating an e-commerce platform (schnap.com.au) from Sydney that supplies thousands of cable, lighting, solar, smart-home, industrial, and tool products to licensed electricians, contractors, and trade buyers nationwide.

Ownership category

akta.pro rank

Product category

Electrical Wholesale Distribution

NAICS

Electrical Apparatus and Equipment, Wiring Supplies, and Related Equipment Merchant Wholesalers (423610)

SIC

Wholesale-Electrical Apparatus & Equipment, Wiring Supplies (5063)

akta.pro primary industry

Electrical Supplies Retail (Wiring, Switches, Breakers, Conduit) (CRAIADAE)

Keywords

• Electrical wholesale supplies
• Cable management products
• Solar components
• Industrial switchgear
• Trade electrical equipment

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Electrical Wholesale: Retail and wholesale sale of electrical products including cables, switches, lighting, solar equipment, industrial switchgear, tools, safety equipment, and related accessories to licensed electricians, contractors, and trade professionals.
2. Trade Pricing Program: Business-to-business trade accounts offering discounted pricing to licensed electricians, contractors, and engineers with dedicated trade support.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Schnap Electric Products is an Australian electrical wholesaler operating an e-commerce platform that sells cables, wiring accessories, lighting, switchboards, solar equipment, industrial automation, security/CCTV, smart home automation, tools, and PPE from leading brands such as Clipsal, Hager, ABB, and Legrand. The company serves licensed electricians, contractors, and trade professionals across Australia with daily dispatch from its Sydney warehouse, a trade pricing program (8-28% discounts), and click-and-collect from its Kingsgrove NSW branch.

Product overview

Schnap Electric Products is Australia's premier electrical wholesaler operating an e-commerce platform offering thousands of quality electrical products from leading brands. The product portfolio spans six core categories: (1) Cables covering power cables, specialty cables, data & comms cables, fibre optic, and solar cables with comprehensive accessories for cable management, termination, and protection; (2) Electrical products including powerpoints, switches, plugs, switchboards, and circuit protection devices; (3) Lighting solutions for indoor, outdoor, commercial, and emergency applications; (4) Solar & Smart products encompassing solar panels, inverters, battery storage, EV chargers, solar racking, smart home automation (C-Bus, KNX, Clipsal Wiser), security & surveillance systems, and WiFi/wireless networking; (5) Industrial automation including motor controls, PLCs, variable speed drives, and industrial plugs/sockets; (6) Tools and safety equipment spanning hand tools, power tool accessories, electrical meters/testers, and comprehensive PPE. The platform serves licensed electricians, contractors, and engineers across residential, commercial, industrial, mining, government, medical, and education sectors with Australia-wide delivery from their Sydney warehouse.

Differentiator

Problem solved

Functional benefit

Products and services

• Power Cables Range of power cables including building wire, twin and earth, XLPE, orange circular, flexible, flat, and fire-rated cable for residential, commercial, and industrial installations.
• Specialty Cables Specialized cables including low voltage/garden cable, control and security cable, SDI cable, speaker/figure 8 cable, and automotive and vehicle cable.
• Data and Communications Cable Network and communications cabling including Cat5e/Cat6/Cat6A, phone/voice, coaxial/TV, automation cable (C-Bus, KNX, Dynalite), industrial coax and controlnet, industrial Ethernet and fieldbus, and instrumentation and multi-pair screened cable.
• Fibre Optic Cable and Components Fibre optic cabling solutions and connectivity products including patch leads, pigtails, through connectors, splice enclosures and trays, fobots and kits, fibre raceway, and fibre cleaners.
• Solar Cable Specialized cables designed for solar panel installations and renewable energy systems.
• Cable Accessories Cable termination and connection accessories including aluminium/copper/bi-metal lugs, bootlace pins, terminals, crimp links, waterproof connectors, cable joiners, and splices.
• Cable Support and Management Cable management solutions including cable tray, cable ladder, accessories, cable ties, catenary wire, gripple systems, and mounting brackets.
• Conduit and Ducts

Quantifiable outcome

• 4.9 star rating from over 1000 Google reviews indicating high customer satisfaction

Named customers8 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• John R Turk: Australian electrical wholesaler serving trade customers with cables, lighting, automation, and industrial products. Comparable product breadth and customer targeting, competing in similar geographic markets.
• Rexel Australia: Major Australian electrical wholesaler distributing cables, lighting, switchgear, solar, and automation from leading brands to trade and commercial customers. Direct competitor in product mix and customer segments, though operating at significantly greater scale.
• Sparky Direct: Australian online electrical wholesaler serving licensed electricians and contractors nationwide via an e-commerce platform. Highly comparable business model to Schnap, including trade pricing programs and broad electrical product ranges.
• Auslec: Australian electrical wholesaler offering cables, lighting, switchgear, and trade supplies to electricians and contractors. Direct competitor with comparable product range and trade-customer orientation across multiple states.

Broad incumbents

• Lawrence & Hanson: Long-established Australian electrical wholesaler (now part of Sonepar) operating an extensive branch network. Overlapping product portfolio in cables, lighting, switchgear, and industrial controls, serving the same electrician and contractor segments.
• Middy's: One of Australia's largest electrical wholesale chains with a national branch network supplying electricians, contractors, and industrial customers. Larger and broader incumbent that competes for the same trade customer base with deeper geographic coverage.
• Sonepar Oceania: Global electrical distribution leader with operations across Australia/New Zealand. Competes broadly across the same product categories and customer segments, leveraging international scale and supplier relationships that Schnap cannot match.
• NHP Electrical Engineering: Australia/NZ-focused electrical equipment specialist distributing motor controls, switchgear, automation, and power quality products. Overlaps significantly in the industrial automation and control categories carried by Schnap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SchnapElectric
• Facebookfacebook.com/SCHNAPElectricProducts
• LinkedInau.linkedin.com/company/schnap-electric-products?trk=public_profile_topcard-current-company
• Instagraminstagram.com/schnapelectricproducts

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Schnap Electric Products