Having retired from the cigar industry, through the late 1920’s Petrus
Cornelis Nicholaas Middendorp began selling Dutch manufactured
light globes, vacuum cleaners, together with other electrical products
imported from Holland and England.
Warehousing and sales of the goods were undertaken by “Middendorp
Goods Supply Company” initially in Flinders Lane, then moving to
McKillop Street, followed by a basement store at 148 Queen Street.
During the 1940’s a manufacturing plant known as “Middendorp
and Sons” was established in the Melbourne suburb of Preston, where
the two sons Peter and Hugh together with a small team of staff,
produced the early rubber plug tops, extension sockets, double
adaptors and a small range of bakelite accessories. These were under
the brand name of “Middy”.
A name change of the distribution business took place in the late forties
and Middendorp Electric Company Pty Ltd was officially registered
in 1948.
The manufacturing operation ceased during the late 50’s due to
the introduction and acceptance of plastic and injection moulding
machines.
However, the family had positioned itself to further establish the
electrical trade distribution with the first branch and Head Office being
opened in 1956, located at 520 Latrobe Street Melbourne.
Other branches soon opened, with the boom of Melbourne and the
‘56 Olympic Games.
In 1962 there were 5 trading branches, growing to 25 branches by 1986.
As Middy’s advance well into the new millennium, an extensive branch
network continues to grow and provide service to the industry across
the nation.
Middendorp Electric, more commonly known as Middy’s and
readily identified by its trademark and distinctive colour of Middy’s
pink, has developed into the largest privately owned Data and
Electrical Distributor in Australia. The majority of trade outlets are
strategically located throughout Metropolitan Melbourne and
Country Victoria. However, in recent years the company’s national
expansion has seen the establishment of trade outlets across
Australia.
The company Directors, Hugh and Nick Middendorp undertake
an active role in supervising the Groups activities. Whilst their sons
Nicholas and Anton coordinate the day to day business with the
company’s Operations Executives and administrative support staff.
Middendorp Electric prides itself on its continuing service provided
to the data and electrical industry through its expanding branch
network, variety of stock, competitive pricing and personal contact with
customers maintained by its staff members and the family.
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