About
GAF since their establishment in 1959 has become one of Australia’s leading suppliers of small electrical appliances, whitegoods, power accessories, heating, cooling, audio, personal care and lighting. After firmly earning themselves a place in the industry from initially supplying lighting products to the Australian market, GAF has continued to diversify and broaden their product portfolio to ensure that they stay competitive and remain delivering quality products to their customer base.
While GAF strongly monitors trends within the market, acknowledging the various purchasing tendencies of the consumer towards home appliances, GAF was able to successfully make these luxury goods affordable to the mass market. Priding themselves on making adaptive decisions to ensure that they remain relevant and on trend has been a major contributing factor which has kept GAF relevant and an industry leader over the years.
Forming quality brands to carry their products, GAF established the Tiffany Brand in 1988. Tiffany swiftly became one of the most well-known volume appliance brands within Australia. Through this establishment GAF was able to build a strong reputation amongst retailers as a company which was able to create product value driven offerings.
GAF seeing continuous room to grow within this industry prompted the inclusion of heating, cooling and audio within their product line during the 90’s. Through this inclusion GAF developed several owned, exclusive and private label offerings which were each created to suit numerous different product ranges and to cater for the consumers continuous needs which were constantly changing.
While GAF has always acknowledged that the consumer wants value products at a competitive price and has been able to do so, they also provide fast and reliable stock service to all customers due to owning one of the largest national warehouse and distribution channels within the electrical industry. This allows the national retail groups that stock GAF’s products to have their stock constantly available to all consumers.
Since GAF’s establishment they have continued to develop strong product offerings which deliver value to both the retail channels and the end consumer. GAF can deliver this value swiftly through its innovative approach and competitive pricing which has long reinforced their place within the market.
GAF will continue to grow and will continue to ensure that they remain innovative and competitive in all their operations.
Owned brands
This includes its well-recognized national brands of Tiffany, Sunair, Heller, GAF, PYE and Maxim Kitchenpro.
Exclusive brands
To develop unique value propositions for its retail channel partners, GAF has developed exclusive product ranges and brands.
Private label brands
GAF has assisted retailers in the development of their own private labels.
The private label opportunity has been particularly prevalent in the first price point market, where brand equity issues are not significant, but we will see the emergence of mid and eventually upper level price offerings.
With its logistical capabilities GAF can also provide cost effective stock management solutions for its customers. GAF have developed their business model to ensure that retailers minimize the cost of doing business and to maximize inventory turns.