Canadian Electrical Wholesaler

Jan 9, 2019

SouthwireIn support of the company’s five-year strategic plan and in an effort to grow sustainably and profitably, Southwire is reorganizing its executive leadership and business structure. Through this new alignment, Southwire is placing greater emphasis on its core wire and cable business and looking at opportunities to focus more intently on areas like metals management, modernization, research and development and systems optimization, all while remaining a premier employer and best serving the needs of its customers.

“Our long-term strategic vision to build upon our core and look for opportunities in adjacent and transformational spaces remains solid,” says Rich Stinson, Southwire’s CEO. “As we grow, it is important that we focus on the success of our wire and cable business first and spend the majority of our short-term efforts executing upon on our core growth strategies and operational initiatives like modernization and systems optimization.” 

In line with this commitment, Norman Adkins will now serve as the company’s Executive Vice President and Chief Commercial Officer – Wire and Cable.

Underneath this unification of wire and cable, the company will drive growth, service and profitability within key channels, including utility, residential & commercial, Industrial and OEM, International and Canada. 


Adkins has more than two decades of experience with the company, leading marketing, sales and business initiatives across wire and cable teams in areas such as international, utility, OEM and retail and electrical distribution, most recently serving as EVP and President of Southwire’s Construction Systems & Solutions Group. 


“I’ve spent most of my 20+ years gaining insight into all areas of Southwire’s business. The thing I’m most excited about is that we have the best people and products in the industry,” said Adkins. “As we move forward as one Southwire, our focus will be on simplicity, speed and coordination.” 

While Adkins focuses on the wire and cable business, Brandon Moss will be promoted to Executive Vice President of Tools, Components & Assembled Products. Moss joined Southwire in 2007 as part of the Retail Sales team and was a key contributor to the launch, growth and development of the company’s tools and equipment business. This segment of Southwire’s product offering has grown, both organically and through acquisition, since 2012 to now include a wide variety of hand tools, contractor equipment, assembled solutions, connectors, lighting products and more. In 2018, the company completed two acquisitions, Garvin and ProBuilt, further supporting its commitment to growth in this space.

“Aligning with our corporate strategy, we will focus on profitably growing our core tools, components and assembled products business,” said Moss. “Over the last five years, we have built a strong tools team and product offering. We will now grow our existing solutions, maximize our ability to accelerate our growth and work to best meet the needs of our customers.”

Additionally, as one of the leading consumers of copper and aluminum in the world, the company is strengthening its approach to metals management and the vital impact it has on the business. With this in mind, Charlie Murrah will now serve as Southwire’s EVP of Metals and will place a renewed emphasis on how the company participates in the metals market.


Murrah began his career with Southwire in 1984 as an industrial engineer in the Carrollton Utility Products Plant. He subsequently held numerous engineering and management positions in Southwire’s energy cable and copper operations, serving most recently as the company’s Executive Vice President and President of Southwire’s Power Systems & Solutions Group.

All executive transitions are effective as of January 15.

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Recently we launched an initiative with Electro-Federation Canada's Young Professionals Network to include profiles of up-and-coming leaders. We provided the list of questions below to Taylor Gerrie, Automation Account Specialist at Gerrie Electric Wholesale Ltd. in Burlington, Ontario. Here are Taylor’s responses.

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Susan Uthayakumar, President of Schneider Electric Canada: Driving Success

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First and foremost, sitting down with Susan Uthayakumar feels more like sitting down and conversing with a friend than conducting an interview with the Canadian president of one of the world’s largest electrical manufacturers. Of course, she exudes the confidence and knowledge her position demands, but equally identifiable are an open and engaging nature.

In a recent sit-down, we learned a little about Susan’s history and what drives her to succeed.

To begin, Susan was born in Sri Lanka and immigrated to Canada at a young age. She went to high school in Canada and attended the University of Waterloo where she earned undergraduate and graduate degrees.

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To gain perspective of the perceptions and directions of electrical product distribution in 1960, we turn to Edwin H. Lewis. In 1960 Lewis published “The Distribution of Industrial Electrical Products” in the Journal of Marketing.

To fully define electrical product distribution in 1960, Lewis broke his study into several categories. We will follow his direction and provide his insights on the industry in each of the categories he identified.

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