As part of its “natural progression”, ERA is breaking into the electrical wholesale market by suppling its products to Electricbase.

The home security specialist has teamed up with electric wholesaler Electricbase, which will now showcase ERA’s new products such as its DoorCam Smart Home Wifi Video Doorbell that allows homeowners to see and talk to visitors in real-time whether they are at home or not, and ERA Homeguard Pro, a cloud-based alarm system.

Electricbase is owned by Grafton, and its branches are incorporated alongside Buildbase and Plumbase.

ERA Key Account Manager Darren Bates said: “ERA already has a longstanding relationship supplying more traditional ironmongery safety products to the Buildbase builders’ 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’.”

Steve Poulson, Commercial Manager at Electricbase, 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.