Meet the Team

From family, travel, sports, fishing, horse riding and classic cars – we’re a pretty lively bunch here at Ideal Electrical. What we do share in common is an absolute committment to provide the very best in service to you, our valued customer.

Find out a little more about us below:

Darrin Hughes

darrinManaging Director

Darrin brings to this role over 25 years of experience in senior operations, sales, finance and general management roles within the electrical and telecommunications industries. For the past year he has been General Manager Operations for New Zealand, following four years as the Director and Owner of Tri Holding Co Ltd in Australia. Prior to that he spent ten years with our business as National Sales and Operations Manager for Ideal Electrical and General Manager for Networks and Commercial.


Mario Brazzale


Mario is an experienced Finance Executive who joined the Ideal team in November 2014 after a number of roles in both the manufacturing and service industries. His financial experience spans over 20 years in a variety of organisations including KPMG, ALSTOM, Transfield Services, ABC Learning Centres and RCR Infrastructure. Mario has a Bachelor of Business Administration from Simon Fraser University and is a member of the Canadian Institute of Chartered Accountants. Mario has a passion for empowering people to develop skills valuable to their careers and their performance in the organisation. When he is away from the office, Mario enjoys spending time with his family skiing and fishing in his adopted homeland of New Zealand.


Steve Braniff

2510National Operations Manager

Steve has recently been appointed to the position of National Operations Manager.  His position is responsible for the operational direction of the company including Central Purchasing, Supplier Management, Category Team Management, Customer Services, Business Systems, Quality Assurance, Business Improvement and Master Data. Steve has 21 years’ experience in the Electrical industry starting with Mastertrade before joining Ideal 16 years ago. He has held roles including Branch Manager, Regional Manager and most recently as National Purchasing and Inventory Manager. With this wealth of experience Steve is ideally positioned to drive forward our operations initiatives in support of our sales.


Shane Rogers

2533National Sales Manager

Shane started working as a sales rep for Ideal North Shore in 1997 before becoming an electrical / engineering apprentice. Since becoming a registered Electrian Shane has taken on several important roles with ideal including Branch Manager at Ideal Nugent street 1999, Area Manager 2012, Regional Manager 2014 and National Sales Manager 2015. Shane is married with 2 children and enjoys overseas travel, football and most other sports.


Matthew Still

2858National Business Development Manager – Lighting and Energy Efficiency

Matthew has worked for the company for eight years. Seven of those have been spent in our lighting division, where he has carried out a number of roles from Lighting Design, Sales, and Product Development. Matthew has a Graduate Certificate in Science and Technology (Lighting) from Massey University and has completed several other papers on marketing and management. Matthew travels abroad on a regular basis to attend international lighting fairs to ensure we are at the front when it comes to technology in our market. Matthew lives with his wife and young child in Auckland, after relocating from Christchurch just after the earthquake. He has competed in numerous ocean crossings with the State Swim series and likes to get out on his motorbike when time permits.


Edward du Plessis

2550National Data & Telco Manager

Edward has spent the majority of his career with Telecom and Gen-I / Spark in the Telecommunications and IT infrastructure space. Edward utilises his experience and skills to meet every challenge and delivers on opportunities within the Data Telco Technology division. As the National Data and Telco Manager, Edward’s key focus is on the development and managed implementation of Ideal’s National Data Telco and Technology Strategy. Outside of work when he is not spending time with family, Edward can be found indulging his passion for Classic American Cars. This primarily equates to working on and cruising in his Cadillac.


Craig Haines

craigNational Marketing Manager

Craig first entered the Electrical industry 26 years ago with the Local Power Authority as an apprentice electrician. This proved to be an exciting sector for Craig, with many different training experiences ranging from overhead line work, pumping and control, and residential work plus light commercial. After 12 years evolving through many different positions and experiences, Craig looked to try Electrical Distribution with the Rexel Group. This has provided many gratifying experiences and relationships over the last 15 years which has allowed Craig to progress from Sales Rep to various Branch Management positions and into his current role as Ideal’s National Marketing Manager. Outside of work Craig enjoys spending time with his family which is mainly around sporting events and taking his classic car out for a cruise.


Tricia Payne

Human Resources ManagerTricia 2

Tricia emigrated to NZ from the UK 17 years ago and with her kiwi boys, she considers herself a local.  Before joining Ideal, Tricia has had HR experience in variety of environments and roles, including wholesale, retail, business-to-business, public sector and not for profit; she started her career as a graduate trainee with Tesco Stores too many years ago, and had generalist HR experience with Nestle UK and Smithkline Beechams. In NZ, she has worked for Sky City and Griffins Foods, two iconic Kiwi brands before moving to Sara Lee where she was national HR Manager. At GWF she was People and Performance Manager before moving into a Sales Manager role within a sister company of the business.  More recently, Tricia has been contracting in a variety of Change Management roles mainly with Auckland Council and Auckland War Memorial Museum.

Tricia loves the outdoors and can often be found mountain biking, tramping, ski-ing or generally enjoying beautiful New Zealand with her boys.


Steve Powrie

Area Manager Upper North IslandSteve Powie

Steve started his life as an apprentice electrician in Auckland, once completed he headed to London to start his OE.  Since his return he has spent all his working life in the electrical contracting and wholesaling arenas.  Starting with Ideal in 2013 as a Key Account Manager and then progressing into the Area Manager role.  He still holds a current Practicing License but enjoys Electrical Wholesaling given his passion for people and the ability to communicate with people from all walks of life.  In his free time Steve loves watching his kids play sport and spending time with the family at his bach in Whangamata.


Alan Swailes

Area Manager Central North Island

Alan arrived in New Zealand in 1978 working as an industrial electrician at the New Zealand Steel Glenbrook plant before moving onto some of the major Think Big projects throughout New Zealand in the mid to late 1980’s.
Then 4 years’ experience in the Petro Chemical Industry in Taranaki, with 2 years offshore on the Maui “A” Oil and Gas production platform, then moving into Commercial and Industrial Electrical Construction Project Management.
Gained experience in both the Electrical Wholesaling and Product Sales positions mainly with circuit protection equipment manufactures.
Rexel Electrical Suppliers North Island Regional Sales Manager before moving into a Rexel Lighting Sales Managers position based in Tauranga.


Rob Snelling

Area Manager Lower North Island

Rob started off life as an Electrician in Whakatane predominately working in the domestic and commercial sector.

Rob hung up his tool belt and worked in radio broadcasting before embarking on overseas travel basing himself in London for 6 years.  During this time working in Media, and latterly got involved in recruitment.   Returning to his electrical roots in 2012 coming into Ideal Electrical as an Estimator, negotiating the supply of electrical goods on projects for our clients in the Lower North Island, Lower North Island Key Account manager, Area Manager for Wellington, and in May 2015, Area Manager for the Lower North Island.   A highly motivated service professional with a dynamic personality, strong communication skills and relationship management strengths, Rob loves Cars, Music, Cinema and the good things that life has to offer.


Regan Dixon

Area Manager Upper South IslandRegan

Regan has been with Ideal for 18 years joining the company as a driver at the Riccarton Branch, progressing to Sales Rep, then Branch Manager eventually moving across the city to become the Branch Manager of the Christchurch Branch situated in Fitzgerald Avenue.  Regan was promoted to Christchurch Area Manager, overseeing the 4 Christchurch branches, and in July 2015 became the Upper South Island Area Manager.  An enthusiastic and motivated manager having experience from the basic branch level through to higher end management, Regan enjoys the challenge that electrical wholesaling offers.  An avid sports fan but with a particular passion for rugby, which he has managed to represent both West Coast and Marlbourough at first class level and also played several seasons for Canterbury B.  His other passion is his family; he is married to Sonia with two daughters Sophie and Mia.