Who We Are

Who We Are

About us

We pride ourselves on being more than just an industrial cable and components company; we are solution providers and problem solvers. With over 85 series and three million metres of cable on hand, we stock New Zealand’s widest range of premium industrial cables. Across our large range of cable, connectors and accessories we provide fast delivery with no minimum order quantity. We have special, positive people on our team who really make the difference. We make it easy for you to get the advice and products you need, all while having a little fun and sharing a laugh along the way!

Our vision

Powering Industry

Our purpose

Connecting businesses to superior power products
We Listen – Solve – Deliver

We live by this purpose within our business and when dealing with our customers. It’s a fairly simple core purpose, but one that we always strive to get right! We listen to our customers’ needs, find a suitable solution and deliver on our promises.

Our promise

On Hand – On Site – On Time! It’s what we do.

We are On Hand, by holding over three million metres of cable in stock and over 85 series.
We are On Hand, to provide technical support, answer your calls and have representation out in the field.
We are On Site, by ensuring our products are widely available through electrical wholesalers nationwide.
We are On Time, by ensuring we have processes in place to get our products delivered fast.

First in:

Asset 1@4x

We provide a variety of heavy-duty, industrial, rubber-sheathed & flexible cables for extreme conditions that are tested and certified to all relevant AS/NZS standards

Asset 2@4x

We stock the widest range of industrial and flexible cables in New Zealand

Asset 3@4x

All of our cables are stocked by the metre, with no minimum order and fast delivery

Asset 4@4x

We care for our customers and are here to help them succeed

Our values:

Asset 5@4x

Customers are the heart of our success

We understand what our customers need and value – we always try to do better. We engage with our customers to offer the solutions they need

Asset 6@4x

We continually work to make the business great

We set high expectations and goals and are happy to be measured against these. We use green light thinking to get everyone involved in constant improvement

Asset 7@4x

We always strive to operate a totally safe work place

Safety is a high priority focus across all discussions – from the warehouse to the boardroom. We actively seek out better, safer work practices

Asset 8@4x

Our guiding principles for business

Our enduring company is built by many good people. Decisions are made with a view of being here for another 50 years and beyond

Asset 9@4x

We do the right thing

We communicate openly and honestly and are trusted and respected. We respect other views and seek feedback to achieve the best outcomes

Asset 10@4x

We care in all that we do

Our environment is everyone’s responsibility. We strive to be flexible and encourage work/life balance. We support our team to grow, we help each other out and celebrate success together

Where it all began – to today

Trading began in 1974 from humble beginnings, operating from a garage in South Auckland as an electrical import/wholesale business with two staff. The business enjoyed steady growth through the 1970s and 1980s with new product lines being added to the offer. In 1991 the business began supplying a high quality range of industrial flexible cables, and in 1995 moved to a small warehouse. In 2015 the business of Electrex Manufacturing was acquired and this strengthened the offer of industrial electrical connectors and components.

Today Firstflex has been in operation for almost 50 years and has grown to become one of the most trusted suppliers within the electrical industry. We have a dedicated team of over 50 people, here to support and grow the industry.

We’re proud to be a New Zealand family owned and operated business with the second generation of family continuing to grow on the trusted reputation of Firstflex – all with the help of our great team.