Rheem Chooses Netfira to Solve Distribution Headache


Iconic Australian manufacturer of water heaters Rheem Australia has chosen Netfira Pty Ltd to streamline the supply of its products to its nationwide dealer group of plumbing merchants.

“Gone are the days when a portal alone is enough to support a sales and distribution channel” according to Netfira’s Managing Director George Ruul

“Making the shift to ecommerce necessitates both buyer and seller seeing real value in the transition” he said.

Taking orders from its network of dealers used to be a manual process for Rheem with orders sent  in by phone fax and email.

Netfira’s SAP certified “Enterprise Seller” software allows dealers to “look inside” Rheem’s inventory in real time and order the parts they need.

But unlike any of its competitors, orders placed through the simple to install Netfira “app” automatically update the customer’s own accounting system: effectively giving small and medium enterprise the same level of automation otherwise only available with the purchase of a large and expensive EDI package.

According to MYOB user Mr Kris Karanasos of Parramatta Hot Water, and long time Rheem customer, “I really like Netfira. It has substantially reduced the time and effort to place an order with Rheem. Not only that, but it also automatically updates my records. “Having accurate stock level information available allows us to better service our own customers”

“The installation of Netfira has definitely improved our customers experience and encouraged change in their buying behaviour” according to Mr Paul See, National Customer Support Manager at Rheem Australia.

“Our customers see immediate benefit in using a product that makes buying faster and more accurate and reduces their overheads.”

“Here at Rheem, we have seen substantial productivity benefits and are seeing significant reductions in order processing times and returns,’ Mr See said.



Netfira Pty Ltd is an Australian software company at the leading edge of supply chain and e procurement innovation.

Netfira’s software allows the electronic integration of all types of procurement documents into an enterprise’s accounting system. The software is applicable to both large and small suppliers and purchasers. It is this electronic linking of smaller businesses to larger businesses without needing to buy an expensive EDI package that makes Netfira’s software unique. Netfira has customers in Australia Germany and the United States.

Rheem has been manufacturing water heaters since 1937 and is the largest producer in Australia. Its brands include Rheem, Solahart, Vulcan, Raypak and Everhot. It employs over 1000 people in Australia in five manufacturing facilities in NSW, Victoria and Western Australia. It has subsidiaries  in New Zealand, Asia and Europe. It is the worldwide market leader in Solar Thermal products.


Media Contacts:

George Ruul

Managing Director

+61 417 220 465



Rhys Shannon


+61 414 193 439