June 17, 2025
Warshauer Acquisition Boosts Rexel’s NYC Metro Strategy
Move echoes April’s Schwing acquisition, extending influence into Northern New Jersey
Until this spring, Rexel USA’s footprint near New York City was mostly theoretical. Its nearest outpost to Manhattan had been Stamford, Connecticut — hardly a launchpad into the country’s largest metro area. But that calculus changed in April with the acquisition of Schwing Electrical Supply, a Long Island distributor with six locations. Now, with its latest move to acquire New Jersey based Warshauer Electric Supply, Rexel is mapping out a formidable arc around the nation’s largest market for electrical and lighting products.
Warshauer Electric, founded in 1954, brings five new locations into Rexel’s orbit: Parsippany, New Brunswick (Exit 127), Tinton Falls (Exit 109), Lakewood (Exit 89C), and Woodbury. While Woodbury leans toward the Philadelphia metro area, the other four are embedded in key zones of Central and North Jersey. These locations add geographic balance to Rexel’s recent six-branch expansion on Long Island through Schwing.
This isn't a direct blitz into Manhattan or the strongholds of Queens, where many of the city's largest electrical contractors are entrenched. But it signals Rexel’s steady pursuit of perimeter strength — creating a dense belt of supply points stretching from the Jersey Shore to Morris County to eastern Long Island. The possible strategy: outflank the city before digging in.
Localized Power, National Muscle
Warshauer’s strength isn’t just in location. The company brings technical prowess and service diversity: engineered switchgear, lighting applications, generator rentals, green energy systems, and even accredited training for electricians. With 180 employees and a loyal contractor base, it mirrors the high-touch, community-rooted model that Schwing represents. Rexel is betting that preserving these local identities — while layering in national scale — can unlock growth without alienating regional loyalists.
Roger Little, CEO of Rexel USA, praised Warshauer’s “customer-first culture,” while President Jim Warshauer emphasized the ability to retain their brand and values. It’s a familiar refrain from April’s Schwing deal, where Rexel also chose to keep the local banner intact.
Framing the Future
This dual-pronged expansion — first east into Long Island, now west into New Jersey — builds a tighter grid around a market Rexel had long struggled to access. The company still lacks a true foothold within Manhattan or the outer boroughs. But its perimeter is no longer porous.
With the deal expected to close by the end of June, the real question is what comes next. Will Rexel finally breach the five boroughs? Will it continue south and west into another underserved market, Philadelphia? Or is the long game to surround New York City, then saturate?
