SECA aiming to be more than just a supplier

What started out as a plumbing sideline in a Sydney single family home more than 50 years ago has grown into one of Australia’s best-known trenchless technology brands, delivering some of the world’s leading trenchless brands and solutions. Nevertheless, the structure of SECA remains unchanged, follows the same intimate approach to every customer relationship and offers expert knowledge, support and training during the process.

Although recognized today as an industry leader, with a full line of products from a plumber’s drain cleaning rod to the latest in CCTV inspection equipment and software, Sewer Equipment Company Aust, better known as SECA, dates back to humble beginnings.

The company as it is known today was founded in 1967 when George Rose, a Sydney-based plumber, registered Nordkapp Investments and became the sole Australian agent for Electric Eel.

George continued to scour the world for the most innovative products and as the business expanded, SECA was born.

In the late 1980s, SECA began importing and selling CCTV equipment, and in the early 1990s, around the same time that the Australasian Society for Trenchless Technology (ASTT) was founded and established, the company began designing and manufacturing of water jet devices. By 1994 the company had grown to 10 employees.

In 1995 the company started importing and selling station wagons and recycling trucks from Denmark. In the same year, the company hired a resident sales representative in Queensland.

By the end of the millennium, SECA had doubled again and its team included a dedicated employee to sell and support pipeline inspection software in Australia. Shortly thereafter, the company added its own CCTV equipment service shop and hired its first in-house CCTV technician. At the same time, the company acquired the rights to distribute several other leading CCTV inspection camera systems not only in Australia but also in New Zealand.

In 2008 the company introduced another revolutionary product in the region and acted as the sole Australian distributor of a patented pipeline root removal formula. At the same time, SECA updated its website with its first online shop and introduced American-made high-pressure jet machines to its product line.

In 2009, SECA now employed four full-time CCTV technicians and the company moved to its current headquarters in Chipping Norton in the south-west suburbs of Sydney, while purchasing a second factory and establishing a truck / jet service division.

In 2013, SECA opened a warehouse in Queensland to support and supply customers along the entire east coast. In 2016, the company employed almost 30 people and celebrated the milestone of supporting its first trainee with full qualification. That same year, the company’s Victorian base moved to its current location in Carrum Downs and had its own dedicated CCTV service facility.

In the years that followed, SECA continued to support the industry by continuing to provide leading products and support to the industry.

In 2020, the company was able to master the challenges posed by COVID-19. As a supplier to an important industry, business went largely as usual, with SECA continuing to support its customers with their work on site.

Despite uncertain times, the company continued to expand and built the SECA Academy,

its own demonstration, test and training facility at headquarters and the introduction of nationally recognized CCTV courses. The Academy also offers a product demonstration space where customers can see all of the equipment in action on a fully functional piping and drainage system with manholes.

More than 50 years later, SECA Managing Director Mark Quealy says these recent diversifications represent George’s business acumen, which is based on growth and adaptation, but also offers the best for the company’s customers.

“Our mission is to bring quality products in demand from around the world and bring those products to the Australian market, as well as providing high quality after-sales service for the products we sell,” says Mark.

“By further expanding our in-house training courses, we can train technicians specifically for our product range.”

He says SECA has an evolving goal of delivering the best customer experience by providing a one-stop shop where customers can get sales, support and service, and training for the products they have purchased.

“We want to make sure that customers get the most out of their devices,” he says.

“By ensuring that we have enough spare parts in-house and that a technician is available at all times for the customer’s service needs, we want to keep downtimes as low as possible.”

Despite the current challenges that almost all companies are facing, SECA is looking forward to the future with several innovative and new products in the pipeline.

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