Borg Electrical Distributors
Proof that success hard-won is always sweeter
By Richard Mead.
This article appeared in Electrical Gems Issue 84, April—May 2008
Most successful businesses start out small, indeed some of the world's most successful corporations begin with just an idea, and are launched "on the smell of an oily rag". BORG Electrical Distributors began modestly, but unlike so many fledgling businesses that crash soon after take-off, BORG Electrical overcame a great many obstacles and proved the doubters wrong. And back in October 1978, when BORG first opened its doors, there were a few.
The doubters included some suppliers who were reluctant to open a trading account with small independents like BORG. Owners Roy and Margaret Osborn can remember early days when there was scarcely enough working capital to keep the doors of their small Newton Street warehouse open, let alone compete with the big boys. But Roy and Margaret's determination to succeed paid off.
"Support came from an unlikely source," Roy recalled. "Trevor Bull, now a fellow Gemcell member and owner and founder of ROVERT Lighting & Electrical, came to our assistance. Trevor's generous help at this difficult time enabled us to survive some initial difficulties, cut ourself a foothold in the marketplace and get those vital supplier accounts established. We owe a great deal to Trevor," said Roy.
"From May 2002 when we joined Gemcell, BORG Electrical has never looked back."
Roy Osborn, Owner, Borg Electrical Distributors
But it was not to be plain sailing. The 1990s was a difficult period for independent wholesalers, a time when the big national electrical supply chains were flexing their muscles. BORG Electrical had successfully moved just up the road to larger premises at 26 Newton Street, yet Roy was finding it increasingly tough not being a member of a buying group.
Once again help came when they needed it most, this time from a number of people in the electrical supply industry. Gary Bennett and John Warren from Clipsal and Roger Webster of Electra Cables were among them, and their help enabled BORG Electrical not only to survive in such a highly competitive environment but to move ahead. However it was the next five years that were to galvanise the success of BORG Electrical.
In 1998 it was decided that the company needed to "refresh itself", a process that included moving to a different area of Newcastle. After the ups and downs of the previous three years, the larger premises at 11 Alhambra Avenue in the Cardiff Industrial Estate proved to be a move in the right direction. But it was acceptance into the Gemcell group, in May 2002, that gave the company an injection of enthusiasm and support that allowed Roy and the team at BORG to move forward with a new-found sense of confidence. In Roy's own words, "since joining Gemcell, BORG Electrical has never looked back."
Over the 30 years since BORG Electrical began trading, the company has achieved a great many successes including two sole distribution contracts and distribution of a range of specialised cable products. Major supply contracts delivered by the company include lighting projects for Harbour Foreshore Lighting through Newcastle City Council, the Port Waratah Coal Loader - Kooragang Island, the RAAF F18 Jet Base at Williamtown, a hardware, software and consumables contract for the Tangarra Rail Project through Goninan Rail and supply of mobile electrification equipment to major projects at Hydro Aluminium, Tomago Aluminium and Port Waratah Coal Services.