Maxim Housewares is an Australian-owned business established in 1991 and a wholesale supplier of appliances under the Maxim, Kitchenpro and MEC brands, with products spanning across the cooking, food preparation and personal care categories.
As part of the deal GAF owner Stuart Foley, who founded the business in 1959, is retiring from the electrical business to focus on other business interests. Maxim owner David Court will head the combined business as it consolidates and implements a new growth strategy.
“We are working through the merge and change process currently including what will be our consolidated and rationalised brand and product offer and the distribution strategies for the one company,” Court said.
Maxim’s brands and products will be folded into the GAF offering and operations will continue from GAF’s own facilities in Altona lead by Court. Maxim’s John Mahar will head sales and marketing at GAF with Austin Martin leading product sourcing and development.
“We are starting to distribute Maxim brand products through our GAF facility and the response from our great team here and our key business partners to the changes and consolidation plans has been very positive. We look forward to implementing our new sales and go to market growth initiatives with our valued retailers very shortly,” Court said.