The Gelmar Story: Heart and Heritage
Founded in 1935, Gelmar is a proudly South African, family-run business built on heart, heritage, and a passion for innovation in home improvement. What started as a small operation supplying electrical components to the motor industry, has now grown into one of the country's most trusted names in home renovation, DIY, and fittings with more than 50 retail outlets, a growing online presence, and products found in millions of homes across Southern Africa.
The original company, Electrical Appliances (Pty) Ltd, was established by Albert Geldard and Theo Perlman. It was later renamed Gelmar (Pty) Ltd, combining the names of key leaders Albert Geldard and Maynard Marias. The business evolved from electrical components to include fishing tackle and hobbyist gear, and later, under the guidance of Albert's son Bob Geldard, shifted focus to kitchen, bathroom, furniture fittings, DIY and accessories
For 90 years, Gelmar has continued to grow and innovate without losing sight of its core mission: to provide customers with affordable, high-quality home makeover solutions that are both practical and inspiring.
Today, Gelmar remains hands-on and family-led, with owners still deeply involved in daily operations. This personal approach is embedded in our company culture, creating a sense of ownership, care, and attention to detail that is rare in modern retail
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