Founded in 1949, WACO Industries has grown from humble beginnings based in downtown Johannesburg to become Southern Africa’s leading manufacturer and distributor of industrial electrical products. This year, WACO is celebrating 75 years in the industry and elevating its status as a heritage brand with an exciting packaging refresh that will light up aisles at retailers and electrical outlets nationwide.
“We’ve developed from an industrial and wholesale supplier to a preferred provider, both locally and within the SADC region,” says Werner Havenga, Managing Executive at WACO Industries.
This client-focused approach led to the launch of their call-and-collect service earlier this year, catering to the evolving needs of customers. But that was just the beginning of the celebrations.
Over the decades, WACO has expanded through strategic acquisitions and innovative product development, solidifying its role as a critical player in the region’s electrical industrial landscape, but also into general electrical products.
Behind the remarkable brand
WACO’s journey gained significant momentum in 2002 when it merged into then Bidvest’s industrial division, Bid Industrial and now forms part of Bidvest Commercial Products and a division of the Bidvest group. This merger strengthened WACO’s infrastructure and distribution capabilities, enabling the company to serve a wider customer base with a broader range of products.
“As we progressed, we recognised that with our ever-expanding product range and being a partner of choice to other leading electrical brands that our customer base was morphing into more diverse customer segments with electrical industrial, wholesale and retail customers all becoming equally relevant within our business.” Havenga explains.
Today, WACO’s operations are divided into several divisions, each serving different sectors of the industrial electrical market. These include general electrical products, power solutions, lighting, specialised fixings and fasteners. The general products division offers everything from domestic electrical goods, switches and sockets to tools, including seasonal electrical good such as heating and cooling appliances. Meanwhile, the power products division focuses on technical components such as rotary switches, sensors, and enclosures. This diverse range enables WACO to meet the needs of a broad spectrum of clients, from electrical contractors to large-scale industrial operations, with an increasing focus on consumers in the retail segment.
A new look for a trusted favourite
“Our customer focus has always driven our growth and relevance, but now we’re sharpening that focus to include consumers as well as customers,” says Havenga. “We’ve been trusted by electrical contractors for years, and now our packaging will also feature a sleek, contemporary design that reflects our ongoing evolution, with our pre-packaging also being improved this year.”
The newly refreshed packaging, set to roll out at retailers this year, is designed to make WACO products more appealing to individual consumers who aren’t purchasing in bulk. The vibrant new look communicates WACO’s commitment to quality, built on a 75-year legacy in South Africa.
“We know the decision point for consumers is often on the shelf, and with this refresh, we’re standing out,” adds Havenga. “We’re still the same trusted brand, but now we’re speaking to the DIY enthusiast or home renovator who wants the best from a retail shelf. This marks the next step in our journey—celebrating our heritage while introducing ourselves to new customers.”
WACO’s lighting division is also a critical part of the business, offering local and imported products. The company distributes various lighting solutions, including its own cost-effective lamps, catering to domestic and industrial markets. As part of the rebrand, these lighting products will also feature updated packaging, reflecting a modern yet trusted brand image.
Always growing and innovating
WACO’s success can be attributed to its ability to adapt to changing market conditions while maintaining its commitment to innovation and quality. With over 7,300 product lines, a 14,000-square-metre Johannesburg distribution centre and branches in Durban, Cape Town and Gqeberha, WACO remains a reliable partner to electrical outlets across Southern Africa, meeting their electrical needs efficiently and sustainably. As the company looks ahead, its focus on expanding its product offering even further and embracing new technologies to ensure it remains a leader in the electrical sector for years.
To mark its 75th anniversary and the launch of its new packaging, WACO is running several promotions, including a competition with significant prizes.
“This is in commemoration of our 75th anniversary and our expansion into the retail space,” says Ravinash Naidoo, Marketing Manager at WACO Industries. “In the coming months, we’re giving away R120,000 in prizes—including a home solar inverter system and cash prizes.
WACO’s continued innovation ensures it will remain synonymous with electrical products, just as it has been for the past 75 years in South Africa.
