Cover Story


25 Years Supplying the Electrical Wholesale Trade

– “The Next Phase”

It’s been 25 years since Ravi Soodand Jayanti Velani began the Countrywide Electrical Distributor business, and the pair still maintain that same drive for success as “hands on” Directors. The family business has grown substantially and profitably to become a major force in its chosen industry sectors – primarily electrical accessories with the Axiombrand, LED lighting with Meridianand heating and ventilation via Airmaster.

Success has come as a result of hard work and sticking with a simple business model – the offer of affordable quality to the supply chain.

Electrical Wholesaler. Maintaining the “Affordable Quality” approach is a given, and the next phase of the company’s development requires a fresh look at all key elements involved in delivering sales and market share growth. Marketing support, new product development and, above all, customer


service are the fundamental drivers of this enhanced approach to the market – each of which is aimed at making CED even better and easier to deal with. The vast bulk of CED’s Next Phase developments will be in place for the start of 2019.

Simplification of Branding The Company’s first innovation takes place in its branding, as it changes its name from Countrywide Electrical Distributors to the CED Electrical Group to more clearly represent the current business. In addition, there will be a rationalisation of brands, with AXIOM taking up all products currently in the Fortis brand – such as site electrics and industrial products, whilst Precision will also be phased out. The opportunity is also being taken to more clearly identify brands by colour and description Axiom Electrical in blue, Meridian Lighting in green, Airmaster heating

and ventilation in red, and finally, Profix Essentials in yellow. Whilst new products will immediately reflect these changes, current ranges will be phased in over the next 12 months.

New Website & Domain Name A new domain name ( demonstrates the improvements made to the current CED website – all designed to be as customer friendly as possible. Products now have both images and full technical specifications, with data sheets available for downloading. Navigation of the site has been

10 | electrical wholesalerJanuary 2019

ED is viewing its landmark anniversary not only as a time to celebrate the company’s success, but as a springboard to facilitate new steps in serving its chosen market sector – the

streamlined with a dynamic menu for product selection and the ability to check stock availability. With a 2% discount available for all orders placed online, it is hoped the new website will give a real boost to this facility.

Easier to Use Catalogue & Pricelist At present, CED’s wholesale customers need to carry up to seven separate A4 size catalogues to cover the complete company product range. Wholesalers also need a full range price list of similar size. This all changes in January 2019 with the introduction of a single all-product catalogue reduced to A5 format. This will be available unpriced or priced, thus negating the need for a separate pricelist.

New Product Launches Regular product launches have always been a feature of the CED business, and this will continue and increase in future years. 2018, for example, saw

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