OUR STORY SO FAR...
In August 1951, with only £92 of capital Roy & Leon Midalia set up Midalia Bros. A small family steel business with 6m x 12m shed and one truck used to collect scrap steel and cast iron. Shortly after, brother-in-law Yitz Benn joined the boys and they became Midalia & Benn.
Midalia & Benn travelled the South West purchasing scrap metal, scrapping locomotives, collecting copper and brass and removing scrap machinery from old mine sites. Midalia & Benn became famous for their prowess in the removal of railway lines, eventually removing over 1000km (42,000 tonnes) of wheat rail in the South West. The families achievements also included the removal of two navy guns from Garden Island, weighing over 500 tonnes.
In 1964 Midalia & Benn became one of the original founders of the Dowerin Field Days. The commitment to this was in recognition of the importance of farmers support to the company.
By 1966 the company moved from their original Subiaco shed to a new warehouse and office in Welshpool A branch was also established in Adelaide and the company now became the plum of all Australian scrap contracts. Back in W.A., a machinery division was set up in Redcliffe - the first machinery stockist in W.A.
In 1971, the company started an export business ‘Pipe and Tube Sale Pty Ltd’, exporting scrap steel from all states and in this year it saw the first ever export of steel to Mainland China. Roy's son Geoff joined his father in the business, serving a hard line apprenticeship in all facets of the business for the next few years. The new steel business successively known as Midalia & Benn Pty Ltd, Midmetals Pty Ltd, Pipe & Steel Sales Pty Ltd and finally Midalia Steel Pty Ltd grew immensely with Geoff Midalia as the Managing Director.
‘Bruce’ the cattle dog became Midalia Steel’s icon in 1999. Bruce quickly became a renowned and lovable star following his television debut. The ‘mmMate’ catch phrase also took off at this time and cemented future branding associations for Midalia Steel.
By 2003, Midalia Steel was a household name, servicing retail, trade and rural markets all over WA. Not unnoticed, OneSteel Limited bought Midalia Steel to compliment the product range and target markets of the Distribution business. Significant improvements were made to safety and other resources as the company modernised processes under new ownership of OneSteel Limited whilst striving to keep the qualities of a family business which had made it so successful.
In 2009 we took on the massive task of redeveloping our Welshpool site which house our Welshpool branch along with our Distribution Centre. This took nearly a year to complete but the end result separated our customer pick-ups from our goods inwards improving our service to our customers and branches.
In 2010, three of the smaller OneSteel branches were re-branded to Midalia Steel stores, Maddington, Landsdale & Bibra Lake. The full Midalia product range was introduced, and these branches have continued to grow. Due to the successful rebranding in 2010, Port Hedland and Geraldton OneSteel Metalcentres were also transitions to Midalia Steel stores in 2011
2012 Bruce the Dog makes his debut in social media, allowing timely communication on news, products and interesting info to our followers.
In 2016 Midalia Steel is the largest steel supplier in WA, with 10 branches positioned in rural and metro areas.
On the 31st August GFG Australia acquired Midalia Steel which will now trade as GFG Australia Midalia Steel Pty Ltd. Over the coming months you can expect to see this change reflected across our Midalia Steel website and outlets across WA. We at GFG Australia Midalia Steel remain focused on our unequivocal commitment to outstanding customer service, product quality and safety, because as much as we deal in steel, we also deal in futures: yours, ours, Australia’s. Midalia Steel, part of Liberty OneSteel Metalcentre's distribution network, is Western Australia's foremost supplier of steel products and operates 10 branches throughout metropolitan and rural areas.
NOW & MOVING FORWARD
In 2018 Midalia Steel has the largest network of any steel supplier in WA, with 10 branches positioned in rural and metro areas.
Despite a lot of our competition pulling out of local branches and selling cheap from 1 site in Perth, our strategy is to stay in the towns we operate in and hire local people to run the stores. It is important to service and be part of the community.
We have thousands of products to choose from and are always searching for new and exciting steel innovations.
The family heritage of Midalia Steel is still one of our key values, along with our commitment to customers and safety.
We continue to grow and will continue to treat our customers like a mmmate!