Locally operated for 50 years, EWEL is Edmonton’s premier electrical wholesaler. Serving the residential, institutional, commercial and industrial markets, EWEL is the solution whether the need is an LED bulb or a complete package to light up a complex new multi-storey build.
How has EWEL kept the spark going after 50 years? They simply never embrace complacency. Business in Edmonton has touched base with EWEL several times over the years as the company grew and expanded in scope and services. What has changed since the last time they shared their successes in 2020?
“In 2021 we relocated our Sherwood Park branch to better serve the local market. This move involved an upgraded space and improved logistics,” says Iryna Mazepa, marketing and e-commerce director. “Another move in 2023 saw our main branch relocate to a modern facility on 186 Street, which enhances our service capabilities and our inventory management. In 2024 we launched our new e-commerce platform, which makes our vast inventory selection much more accessible across the province, while still allowing us to provide the personalised service for which we are well known.”
The half century milestone is a big one for the brand and for all who have come to rely on EWEL. David Carson, vice president and general manager, says, “50 years young and EWEL is still rockin’! We’ve upped our game in many ways. These moves and the addition of our e-commerce platform have levelled up our service across the board and allowed us to work on some of Edmonton’s highest-profile projects. We’re extremely proud to be the primary electrical supplier for one of Edmonton’s largest infrastructure projects. As a humble Edmonton-born company, that is a very big deal for us.”
The changes continued internally as EWEL proceeded to focus on corporate culture as much as on client service. Carson explains, “The pandemic hit us hard but thanks to our core staff, we pulled through. We’ve added a few new team members in key areas to improve efficiency, and we’re always taking care of our talented existing staff by moving and promoting from within.”
In fact, it is this focus on the team that helps drive the continued growth and success.
“We’ve got a solid combination of ultra-experienced veterans and young, energetic team players and together, they deliver the goods every day,” smiles Carson. “We’ve tackled some big internal projects in the last few years and none of it would have happened without the amazing EWEL team. Seeing our team members grow their careers with us and become industry leaders makes every evolution worthwhile.”
The next piece of the puzzle, says Mike Gravel, e-commerce business manager, is keeping up with the latest innovations in products, embracing technology in the product lines and in the office, while continuing to shine the spotlight on Canadian-made goods.
“We’re proud to sell a vast selection of Canadian-made electrical products, and we’ll always deliver top-notch gear and equipment from the industry’s best brands,” says Gravel. “In terms of our capacity, our new main branch is bigger and better than before and we’re able to service large, complex projects in a way that few others can.”
While EWEL provides many Canadian products, some lines do come from the United States. With the current economic and political tensions, EWEL’s long-term tenancy in the market, outstanding reputation and carefully curated warehousing ability ensures business (more or less) as usual.
Carson assures, “Current American trade policy and the resulting chaos do affect our supply chain and much else, however supply chain issues and economic uncertainty and instability are challenging for everyone in the electrical and construction industry. We are well prepared to hold on and ride out the economic storm!”
With a cohesive team in place and solid procedures backing up the extensive product list and service offerings, EWEL continues to dominate the field with increasingly complex projects.
“We recently supplied a detailed backup power system for a large Edmonton infrastructure project, for which we had to up our game. It was a challenge on many fronts – from quoting and negotiation to logistics and storage to maintenance and documentation; a huge challenge, but the client is happy with the product,” shares Carson. “Additionally, we recently supplied a large low voltage distribution system for Phase 1 of the Blackrod Oil Sands Project in Lac La Biche County. We delivered many products, and I know supplying equipment like this is where we shine. We love the products and their technical nature, and we’re proud to deliver electrical protection to Alberta-critical projects.”
The project scope has increased thanks to the addition of the e-commerce platform, which allows those beyond the city to see – sometimes for the first time – what EWEL has to offer.
Gravel says, Thanks to the successful e-commerce rollout, which was three years in the making, we have exposed customers large and small to EWEL. This has been very well embraced even by some of the more mature members of our customer base who can be skeptical of the increasing prevalence of industry technology. It is incredibly satisfying to see our digital sales platform up and running.”
For EWEL, supporting the team and supporting clients by remaining innovative and agile in products and services is important – and so is supporting the community. One of the ways EWEL lights up the community is by addressing a basic yet fundamental need – food.
“We recently supported Edmonton’s Campus Food Bank by donating 600 bags of soup in collaboration with Tablee de Chef. Our staff had a great time together assembling the bags of ingredients,” smiles Mazepa.
The staff are frequently offered fun and interesting ways to be involved with EWEL’s corporate giving. Another example is seen in the annual golf tournament, where the proceeds are given to the Canadian Cancer Society.
Outside of it being an important community value, Carson says, on behalf of the team, that giving back comes naturally as the community is equally supportive of local businesses.
“Edmonton’s business community rocks! The electrical and construction industries are connected and networked on a world-class level. Sometimes it feels like one big family – with the occasional drama that brings! I feel like we have that ‘medium-sized city’ vibe and everyone gets it. It is a truly fun and rewarding community.”
He adds with appreciation, speaking to the community, clients and city at large, “We’ve got your back, because you’ve had ours. Your continued support through major obstacles, from COVID to two major building moves, means everything to us. We’ll continue to work incredibly hard for you to deliver the best possible service in this wild and crazy economic climate.”
To ensure continued outstanding service, EWEL is a proud member of the Alberta Electrical Alliance (AEA).
“That affiliation has been important for EWEL,” Carson says. “It connects EWEL to the community and emphasizes our commitment to the industry. We’re stoked that Joe Leonard, manager of our main branch, is vice president of the organization. Past team members have gone on to be leaders at the AEA and we couldn’t be prouder of this fact!”
Carson concludes, musing about the future that comes after a past that spans 50 years, “We’ll always be Edmonton proud – and our next big goal is to expand with additional locations to support our e-commerce growth across western Canada. Despite recent economic challenges, we’re optimistic about the future. Onwards, as we continue to brighten up your days!”
North West Store
11604 186 Street NW,
Edmonton, AB, Canada
780.451.2311
South Store
4248 99 Street NW,
Edmonton, AB, Canada
780.432.2400
Sherwood Park Store
#130, 3001 Buckingham Dr.,
Sherwood Park, AB, Canada
780.417.9770
