Built Over Generations: The Middy’s and Trader Partnership Story
ShareSome business relationships are built over contracts. Others are built over time, trust and generations.
The relationship began many years ago through Gerard Industries and the Clipsal brand, continuing through Gerard Lighting and more recently GSM and the Trader brand. What makes it unique is not just its longevity, but its successive generations carrying it forward, maintaining the same foundations of trust and mutual respect that were established at the beginning.
This is more than a supplier arrangement. It is a long-standing partnership built by families who have grown alongside the industry they serve.
The beginning of a new chapter with Trader
When Trader launched in 2015, the goal was clear: to offer an Australian-owned alternative for electrical contractors through the wholesale channel.
At the time, Middy’s recognised a gap in the market for a brand that could deliver both reliability and choice. That alignment of timing and intent became the starting point of the modern Trader and Middy’s partnership.
From the outset, there was confidence that Trader could deliver on its promise. That early belief helped shape what would become a long-term and evolving collaboration.
The strength of the partnership comes from teams on both sides who understand the trade environment, listen to feedback and respond quickly to customer needs. It is this shared mindset that has turned alignment into consistent performance over time.
Moments that define the relationship
Over the years, the partnership has created moments that range from industry milestones to light-hearted collaborations that contractors still remember. From limited-edition merchandise to joint event activations, the Middy’s and Trader relationship has always had a strong presence in the trade community. At Middy’s Info Nights, Trader has consistently ranked among the top suppliers voted by contractors, reinforcing strong on-the-ground engagement.
One standout moment came at the Middy’s Albury & Wodonga Info Night in April of this year, where Trader Chief, Simon Gerard was invited on stage to speak directly to contractors. It was a symbolic moment that reflected not just partnerships, but shared respect within the industry amongst reputable brands you know and trust from Middy's.
Product evolution driven by real demand
Trader’s growth over the past decade has been significant. From a small starting range, it has expanded into one of the most comprehensive switch and socket offerings in Australia, alongside a growing portfolio of advanced electrical solutions.
Rather than working in isolation, product development and decision-making are shaped by continuous feedback from branches, installers and end users. This direct connection ensures Trader stays aligned with what is actually needed on site, not just what is expected on paper.
The introduction of the Zimi smart home range marked a shift into connected technology, giving contractors access to smart solutions designed for modern homes and compatible ecosystems.
That feedback loop has since driven further development, including chemical-resistant solutions and upcoming additions such as Rhino and Bison ranges, designed for heavy-duty applications.
Looking forward
The strength of the Middy’s and Trader partnership lies in its history, but its value is in its future.
With shared values, aligned goals and a commitment to supporting contractors, both businesses are positioned to continue evolving together. As the industry changes, the partnership remains focused on one thing: delivering better outcomes for customers across every stage of the job.
After decades of collaboration, the next chapter is already underway, and both families remain as aligned as ever in where the journey is heading.
