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ERA plugs into electrical wholesaling market

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ERA, the UK’s leading home security specialist, is breaking into the electrical wholesale market following a new business win supplying smartware security products to electrical wholesaler, Electricbase.

Electricbase branches are incorporated alongside Buildbase and Plumbase branches and form part of Grafton Group PLC.

ERA Key Account Manager, Darren Bates, said; “ERA already has a longstanding relationship supplying more traditional ironmongery safety products to the Buildbase builder’s merchant stores, and this latest move is a natural progression as ERA’s ‘connected home’ smartware product portfolio grows.

“The rise of smartware home technology continues to gather pace with many consumers wanting the ‘connected living dream’. Innovation is integral to ERA’s philosophy and the company’s smartware range provides the cutting-edge security technology that consumers now demand as well as an excellent profit opportunity for professional locksmiths and electrical contractors alike.”

ERA DoorCam Smart Home WiFi Video Doorbell and ERA HomeGuard Pro are showcased in many Electricbase branches and available from all of them. 

Using a Smartphone app, DoorCam allows householders to view callers and talk to them in real time, whether they’re home or not, offering not only convenience, but thanks to a motion detector which alerts householders when someone has arrived, added security and peace of mind. Not only is DoorCam a boon for householders, but also a superb and evolving commercial opportunity for locksmiths and electrical contractors who can extend their offering outside of their usual field to offer add-on value to customers.

HomeGuard Pro is a cloud-based alarm system that combines security with smart living allowing the homeowner to be connected and protected. Operated via a single smart phone app, HomeGuard works seamlessly with Lightwave to deliver a fully integrated smart home solution that not only brings all the benefits of home automation but also the reassurance that comes from having a stand-alone alert and monitoring system.

Commenting on behalf of Electricbase, Steve Poulson, Commercial Manager, said: “We are very pleased to be working with ERA on the launch of their new smart product ranges, and look forward to a close working relationship in driving both product and brand awareness forward within the Electrical Wholesaling market.”

For further information on any of ERA’s wide range of security products, including its innovative smart home security suite, visit or contact the sales team on 01922 490000 or by emailing [email protected].

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