Meet Waxman Energy, an award-winning, renewable energy product distribution company. They are one of the UK’s largest distributors, providing businesses and installers across the UK and Europe with PV Modules, Inverters, Battery Storage, Mounting Systems, and EV Chargers. Learn more about Waxman and its distributor relationship with AlphaESS UK.
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We chat Battery Energy Storage with Waxman Energy
Can you tell us about your company's origins, how you became a distributor of renewable energy products, and specifically, what drew you to AlphaESS battery energy storage systems?
Sure, we established Waxman Energy in 2007 and are a recognised, award-winning, renewable energy product distribution company. We’re one of the UK’s largest distributors, providing PV Modules, Inverters, Battery Storage, Mounting Systems, and EV Chargers to businesses and installers across the UK and Europe. With over 75 years of experience in global distribution, everyone at Waxman Energy takes great pride in sourcing only the highest quality products from world-leading brands.
The Waxman story began in 1958 as a synthetic fibre company based in West Yorkshire. Today, over 60 years later, fibres are still an integral part of our business. Waxman is one of the leading global suppliers of flame-retardant fibres, which are used primarily in protective clothing.
Over the years, the group has diversified into other areas, including ceramic tiles and mosaics, which led to the formation of Waxman Energy in 2007 through working with an underfloor heating division and looking at ways to offset the running cost of the heating systems, and be more energy efficient.
The company focused solely on renewable energy technologies, as the demand for cleaner and more sustainable energy sources grew. We started to provide our customers with solar panels, inverters, and other solar energy system components. Commitment to supporting businesses and individuals in adopting renewable energy solutions has since become our focus.
AlphaESS is an amazing company that produces globally-renowned products. A main attraction of partnering with AlphaESS UK is the dedicated product and technical support, based in the UK, and is particularly beneficial. They are always on-hand for support when installers are on-site, and the products are both easy to use, install, and aesthetically pleasing. From compact residential systems through to extensive commercial and industrial battery energy storage systems, we are continually impressed by the AlphaESS product range.
Please provide an overview of your company and team's size and detail the primary geographical areas in which you operate?
Our dedicated Area Sales Team is strategically positioned across the UK (North, South & Midlands’ Sales Positions), ensuring that we can effectively meet the diverse needs of our clients in every region. Each team member is not only a sales expert, but also a passionate advocate for renewable energy, bringing a wealth of knowledge and experience to the table.
What kind of technical support and after-sales services do you offer to your customers?
Product technical support is something we are very focused on, and available Monday-Friday via email or a call with our Technical Support Specialist Team. From design to delivery, they’re a highly skilled team who help to assist customers through their requirements.
The team have also set up a series of webinars, LinkedIn posts, TikTok videos and monthly newsletters to ensure customers are kept up to date with key information on the products and solutions on offer. This includes in-depth technical information that may help them in their product choice, or gain information that they may not have previously known.
Based on your experience, what are the main selling points of AlphaESS products, and why do installers prefer them over other systems?
That’s simple: not only are they great products, but AlphaESS UK offer an entire ‘experience’ from installation to end-use. Their app is extremely useful, with all the information you need at your fingertips.
AlphaESS and the AlphaESS UK team are fantastic companies to work with, great, knowledgeable people, and nothing is ever too much to ask. It is a very collaborative relationship, from education and product knowledge, to installation and customer service.
Can you share some feedback or success stories from installers or end-users who have adopted AlphaESS products?
During our AlphaESS roadshow, we trained and accredited over 200 installers. Upon completion, all installers became an accredited AlphaESS installer (bronze level). Each installer received a certification, with many now at Silver status and working towards Gold. We organically gained a huge fan base for the AlphaESS products, and the feedback from the Roadshow was amazing.
In your opinion, why are the Waxman and AlphaESS product roadshows and training days successful at showcasing the products, and how do they benefit your business and customers?
To improve customer support, the manufacturers' technical team often come into the office if they have a new launch, an update, or if something in the industry changes - they provide the team regular training to keep them up-to-date with the products, ensuring the information given to customers is compliant with the latest requirements. Having such a close working relationship with the AlphaESS UK team ensures everyone at Waxman Energy, and our installer network are up-to-date with the support and key information required to deliver a seamless, efficient, safe and valued customer experience.
How do you stay informed about the latest developments in the energy sector, and how do these trends influence your business strategies and the solutions you offer?
We attend SEUK and MCS events annually, and attend regular training sessions with manufacturers, working closely with manufacturing teams to ensure we’re delivering to the highest standard.
What advice would you give someone considering integrating battery energy storage into their portfolio? How does AlphaESS help facilitate this transition?
There is continual pressure for new-build, commercial, and residential properties to integrate Solar PV and battery storage at the design and build stage. The industry must support the demand for more PV and battery installation education to help installers add this to their portfolio and facilitate the transition to cleaner energy. We would encourage installers to embrace the benefits and business opportunities that PV and BESS provides.
The AlphaESS product range is fantastic, and both the App and product are easy-to-use, making them a customer and installer favourite. They are aesthetically pleasing and compact, making them popular for residential installations.
As mentioned previously, the UK-based Tech Team is extremely accessible to installers and the end-client. They are easily obtainable, with excellent availability in the UK.
Do you believe the UK can hit its Net Zero targets? If you were the energy minister for the UK, what policies or initiatives would you prioritise?
Education is the main priority. Educating both installers and end-users on the benefits of using PV and battery storage is essential. The UK currently needs more workforce for installation, so educating and training future installers is paramount.
Equally, the government and the industry must ensure that all future new builds require a minimum of 4kW of PV and Battery Storage across both residential and commercial properties.
How do you see renewable energy and battery energy storage evolving in the UK's energy landscape, and what are your company's plans for growth and adaptation in this changing environment?
Whilst education is important, we need to maintain a standard within the industry in both the delivery of products (making sure the products meet all the relevant standards), and right through to installation. Consumers need to know that their investment will thrive when investing in both the products and the installation. To achieve this, working with partners like AlphaESS and continuing to deliver these training programs and high-quality products is essential.
What message would you like to convey to other installers considering a partnership with AlphaESS UK?
Give Waxman Energy a call!
We will happily talk you through the product range and train you on how to install the products, efficiently and correctly. For large-scale or commercial projects, we will happily host joint meetings with the AlphaESS UK team, our installers and the end-clients to better understand the project needs and work together to deliver to desired timescales.