20+ websites for Australia's fastest-growing hardware distributor

Mayo Hardware is a third-generation family business with nearly 100 years of heritage,

With an aggressive expansion strategy and a growing portfolio of over 50 premium brands across multiple product categories, they needed an experienced, reliable and committed partner to support their online strategy.

Today, Wolf IQ has built and manages a complete digital ecosystem of 20+ websites, enabling Mayo Hardware to effectively market each brand while maintaining centralised management and consistent quality across its expanding online network.

Objective

Establish a scalable website management process that could grow with their aggressive acquisition strategy.

Outcome

20+ high-performing websites successfully deployed and managed, creating a unified network that supports Mayo Hardware's multi-brand strategy while maintaining individual brand identity.

Mayo Hardware website page in difference devices showcase - Wolf IQ

Context

Mayo Hardware has been a cornerstone of Australia's hardware industry since Cecil E Mayo founded the company in 1928.

Now in its third generation of family ownership, this south-western Sydney-based firm has transformed from a small hardware supplier into a leading distributor and manufacturer with over 50 brands across Outdoor Living, Hardware & Tools, Home Living, and Safety & Industrial categories.

The company has booked solid growth in recent years, mainly driven by its expanding product portfolio and strategic acquisition of premium distribution rights. However, managing digital marketing for 50+ diverse brands presented significant challenges.

Each product category required a distinct online presence, from industrial safety equipment to consumer outdoor living products. The existing digital infrastructure was growing fragmented with varying performance standards and unclear scalability to support their aggressive growth trajectory.

Wolf IQ was engaged to:

Build and manage a comprehensive ecosystem for 20+ brand websites
Create scalable e-commerce solutions for diverse product categories
Establish consistent performance and security standards across all digital properties
Enable effective digital marketing for each individual brand while maintaining operational efficiency
Provide ongoing management and web vitals optimisation
Develop user-friendly content management systems for internal teams

Mayo Hardware website in mobile view - Wolf IQ

Solution

Wolf IQ has delivered and maintains a sophisticated multi-brand website ecosystem for Mayo Hardware that continues to scale with their diverse product portfolio and aggressive growth strategy.

To meet the complex demands of managing 20+ distinct brand websites while maintaining operational efficiency, Wolf IQ engineered a centralised management framework that balanced individual brand identity with streamlined administration.

The team implemented scalable e-commerce solutions tailored to each product category, from industrial safety equipment to consumer outdoor living products, ensuring optimal user experience across diverse customer segments.

Key deliverables included:

Multi-Brand Website Ecosystem: 20+ professionally designed websites, including Mayo Hardware corporate site, Gecko Insect Killers, Master Lock Australia, Char-Griller, SafeSite, Polytuf, and specialised brand sites for their expanding portfolio
Scalable E-commerce Platforms: Custom-built online stores optimised for each product category, from industrial bulk orders to consumer direct-to-customer sales
Centralised Management System: Streamlined backend infrastructure enabling efficient management of multiple websites while maintaining individual brand integrity and performance standards
Continued Performance Optimisation: Fast-loading, mobile-responsive websites ensuring optimal user experience across all devices and customer touchpoints
Content Management Solutions: User-friendly CMS implementations allowing Mayo Hardware's team to efficiently manage content across multiple brand websites
Analytics and Reporting: Comprehensive tracking and reporting systems providing insights into performance across all digital properties

Mayo Hardware Customer Representative - Wolf IQ

Results

The Wolf IQ digital transformation delivered exceptional results for Mayo Hardware, establishing a comprehensive digital ecosystem that supports their multi-brand strategy while driving measurable business growth across all product categories.

Centralised Digital Portfolio: 20+ high-performing websites successfully deployed and managed, creating distinct online presence for each brand while maintaining operational efficiency
Improved Operational Efficiency: Streamlined backend management reduces administrative overhead while maintaining consistent quality and performance standards across all digital properties
Future-Ready Architecture: The scalable infrastructure supports Mayo Hardware's continued expansion strategy with the ability to rapidly deploy new brand websites as opportunities arise
Competitive Advantage: Professional digital presence for each brand strengthens Mayo Hardware's position as Australia's leading specialty distribution partner

Wolf IQ’s partnership continues to support Mayo Hardware's evolution from traditional hardware supplier to modern distribution powerhouse, with digital infrastructure that scales seamlessly with its nearly 100-year legacy and ambitious growth trajectory.