Feature: Nicole Kersh

- May 30, 2012 2 MIN READ


If you have not heard of Nicole Kersh yet, we suggest you familiarise yourself as she fast becoming one of the top performing entrepreneurs the country has ever seen. She should be an inspiration for women everywhere as she has taken on a VERY male dominated industry, building a multi-million dollar business from scratch and creating an exclusive online service for her customers.

Her Business 4Cabling one of Australia’s fastest growing companies and Nicole herself has been honoured in the last few years on lists such as BRW Fast Starters, Smart 30under30, Anthill 30under30 and the Deloitte Fast 50 Lists. I interviewed Nicole on the radio recently about her journey and this is what she had to say!

“I worked during my uni breaks for my parents cable installation company. My job there was to gather pricing and respond to tender documents. At the time the industry was really dated.

My parents had been in the industry for over 30 years and to them it was all very normal. Everything worked in a certain way: you had a few large wholesalers, who opened from 7am till 4pm, they distributed a few key brands and that is just how it worked – there was very little competition and very few options. I realised there had to be a better way so started to teach myself about ecommerce and SEO techniques, I bought a few books and spent a lot of time researching web design.
In 2005 we launched our first online store. At the time, it was run as an offshoot of my parent’s contracting business, but it soon grew and the supply side started to become a conflict of interest with the installation side, so we split and 4Cabling was born.

Initially we distributed other vendors’ products and our range was very limited. But we didn’t want to become “just another wholesaler” so started distributing our own range of products.

The company grew at such a rapid rate, that we continually had to find larger and larger warehouses to keep up with demand – moving premises six times in as many years. 4Cabling is now the only direct to consumer manufacturer, wholesaler and retailer of cabling and IT management accessories in Australia. But this is just the beginning – next stop Asia”.

You can hear our full interview with Nicole at www.eaglewavesradio.com.au