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PDL plugs into high-growth Australian market

By Phil Boeyen, ShareChat Business News Editor

Friday 21st July 2000

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Christchurch-based PDL is putting some of its management where its market is - in Australia.

The company is shifting its electrical products management team to Melbourne, which will become the future commercial hub of the electrical division.

CEO Mark Stewart says the Aussie market offers huge growth potential for PDL.

"We have decided to base the most senior manager of our electrical products business in Australia for three main reasons: the size of the market compared to NZ, the fact that Australia is our greatest target market and, most importantly, because the majority of our Australian customers' head offices are in Australia."

Mr Stewart says other functions, such as the marketing for electrical products, are also likely to follow the managers across the ditch.

But he says there are no plans for any other management teams to follow, or for any production to head offshore.

PDL products that are selling well in Australia include industrial switchgear and variable speed drives - but Mr Stewart says there is also plenty of opportunity in the domestic market for items such as the company's light switches.

He says while the NZ electrical market remains important to the company, its long-term growth will come from exports to Aussie, where already more than half of PDL's products are sold.

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