Interview
Two becomes one E
Electroustic the Specialist Industrial Connectivity Distributor will be merging with its sister company COMPLETE from January 1st 2019 and will be known as Complete Electronics. CIE editor Amy Wallington talks to Paul Carr, owner and Managing Director of Electroustic/Complete Electronics and Pete Johnson, Sales Director of Electroustic, to find out more
lectroustic is a 55-year-old family owned business specialising in the distribution of a wide range of Industrial Connectors, I/O Modules, Cables & Cable Management products, along with Industrial Ethernet products. A distributor who focuses on providing technical support to its customers on the best connectivity solutions for their application and creating many ‘demand creation’ opportunities for its franchised partners, who include leading brands from Bulgin, Hirschmann, Lumberg Automation, Lapp, Phoenix Contact and Scame. They
Paul Carr talks about the history of the company and how it came about. He says: “After my last manufacturing business closed down in August 2005 following a major flood and failed insurance claim, I decided that having been involved in electrical /electronic manufacturing all my working life I would set up a new enterprise and the following year Complete Electronics was in business. We set up initially as a project management team organising the manufacture of products and the procurement of materials, to build products for customers
who needed this facility. We initially contacted several customers from the past and formed an alliance to provide services whereby we (in effect), organised the manufacture of their products for them. This worked really well giving us a platform to move forward from.”
Paul then talks about how he came to
acquire Electroustic. “Then we go all the way forward to 2011,” says Paul. “I sat at home during Christmas of 2010 having had previous thoughts on how I might diversify or enhance my business and started searching the internet to see what businesses were for sale. I came across Electroustic and back to work in January, called the selling agent and established they were a Belden distributor. I knew of Belden of course, a well-known cable and wire manufacturer, but what I didn’t realise was that they owned the Hirschmann connector and Lumberg automation brands which Electroustic was a franchised partner for. With the agreement of the business owners I contacted Belden directly and arranged a meeting where I discussed my plans for Electroustic. It was obviously a positive outcome and I saw it as an opportunity with great potential and acquired the business in May 2011”. “The business was based in Leire in
also have sole distribution agreements in the UK for INC (International Network Connectors) who manufacture a range of very competitively priced MIL-DTL-5105 and 26482 connectors. The other sole agreement is with Sunny Young, a Taiwanese supplier offering a fast range of commodity connectors, covering I/O Connectors (D-Sub, RJ45, USB) Board to Board and Board to Wire Connectors with many of these connectors providing 100 per cent compatibility with the leading connector manufactures. Complete Electronics offers Value Added Services to include design assistance, prototyping, as well as full manufacturing capabilities for Cable Harnesses, Wiring Looms, Control Panels, PCB Assemblies to full Box Builds to a wide variety of sectors, including Industrial Automation, Transportation, Security Power Generation, and many other industries.
12 December 2018/January 2019
Leicestershire and following the purchase I relocated it to Milton Keynes. Over the next six months I restructured the business and doubled its turnover. During the following seven years we have expanded our franchise partnerships and the range of products to now include Hirschmann Industrial Ethernet products, Bulgin Connectors followed by Phoenix Contact, LAPP and Icotek cable management systems.” Pete Johnson, Sales Director for
Pete Johnson Components in Electronics Paul Carr
Electroustic who joined in 2016, talks about why Electroustic is merging with Complete Electronics and the benefits it will bring to its customers. He explains the first benefit is the name: “Complete is much easier to pronounce and spell than Electroustic so this will hopefully stop the need for having to repeat the name and how to spell it when meeting new customers, actually even our existing customers come to that! The Electroustic name also didn’t really connect, “Pardon the pun” with what we are offering as a business, so this meant we had an identity issue in the market place. After some persuasion with Paul and his daughter Natalie (who is a Director and General Manager of Electroustic), they eventually agreed as they saw the benefits to bring the two companies together so we would form a combined connector distribution business which also offers ‘Complete’ value added services rather than marketing ourselves as two separate companies. There is nothing new in distributors promoting themselves as a ‘Value Added’ Distributor, but in the main they focus on a particular area such as cable assemblies. Our differentiator is that we will be offering a ‘Complete’ value added services proposition which I do not believe any other distributor in the UK offers. The experience Paul has running his own CEM company and with the skill set from the production/engineering staff we have in- house, gives us a huge advantage to offer those customers who want us to fulfil a turnkey solution. We can support you with a total fulfilment solution service from the supply of a simple Cable Assembly, right through to the complexities of the full
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