Mwave acquired by Digidirect, as parent company goes into voluntary administration

Mwave will running business as usual.

Tech reseller Mwave has been acquired by the DigiDirect Group, following its parent company, Esel filing for voluntary adminstration.

In a blog post, the reseller said the business had been acquired by the DigiDirect Group and services will be business as usual.

“We will continue to trade from our Lidcombe headquarters for the time-being before eventually transferring Mwave operations across to The digiDirect Group’s headquarters in South Strathfield in Sydney,” the company said.

The DigiDirect Group purchased the reseller and its assets to “ensure its continuity”. Esel fell into voluntary administration due to a difficult period post-Covid.

The company explained that under the new management, its vision is to build on the Mwave operation that “customers know and love and utilise the resources and expertise within the digiDirect Group”.

“The digiDirect Group and its subsidiary companies, has a long history and stellar reputation of serving its customers and broader industry with excellence on a consistent basis. Mwave will be no exception to this,” the company said.

Shant Kradjian, Chairman and CEO at The DigiDirect Group, said, “Mwave has been a company we have long admired and felt would provide a natural complement to our businesses.

“The business has been a pioneer in the technology space and enables us to drive scale in a fast-growing category, borne from consumer demand, fuelled by the continued growth of the gaming community.”

Kardjian said he believes DigiDirect will provide a “great home” for the Mwave business.

"Especially considering the infrastructure we have in our Group, most notably in our advanced Customer Fulfilment Centre, and the collective expertise among our personnel across multiple departments. We see significant potential taking Mwave from strength to strength,” he said.

All 100 employees will retain their jobs.

The company stressed that it would be honouring gift cards, store credits repairs, and unfulfilled orders. Mwave’s reward program will also be unaffected.

Warranties and the 30 day change of mind policies are still in effect. Click and collect orders will still be available for pick up at their Lidcombe headquarters.

However, they did note that there will be delay of up to three days to accommodate for the company moving to DigiDirect’s headquarters in South Strathfield, Sydney.

Mwave said there will be no change to its prices at this current time.

“Should there be any adjustments in the future, driven by promotions running their course or suppliers lifting prices, we will communicate the correct prices on the product pages of mwave.com.au.”

In a filing registered on Friday June 13 2025, via the Australian Securities and Investments Commission, it shows the parent company’s status is in external administration.

The filing was made by Antony Resnick, a registered liquidator at DVT Group in Paramatta.

It is still unknown if Esel owes vendors and distributors money and if the acquisition of Mwave by DigiDirect will help the company pay back its dues.

Mwave, calling itself Australia’s biggest online tech retailer, has been a stalwart in the industry for more than 15 years.

The company sells gaming PCs, laptops, components and peripherals, software licenses and other PC-related products.

The tech reseller has received multiple accolades from various channel publications over the years. Including the former CRN Fast 50.

DigiDirect also acquired online book store Booktopia in August 2024.

This story has been updated since it was originally published.