ERA, 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.”

Commenting on behalf of Electricbase, commercial manager, Steve Poulson 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.”