www. refrigerationandaircon. co. za RACA Journal I June 2025 21
Business
PREMIUM AIR CONDITIONING: A JOURNEY OF INNOVATION, GROWTH AND FAMILY VALUES
Provided by Premium Air Conditioning
As Premium Air Conditioning marks its 22nd anniversary, the company looks back on a journey that began in 2003.
What started as a small air conditioning spares shop has grown over the years into a thriving family-run operation. With six branches and counting, Premium’ s story is one of dedication, perseverance and a focus on service and reliability.
The anniversary also highlights a significant milestone – becoming the national distributor for LG residential air conditioning products in South Africa in 2022. This milestone speaks volumes about the team’ s grit, vision and ability to read the market.
A VISION FOR THE FUTURE Premium Air Conditioning’ s story began with founder Adriaan Joubert’ s recognition of a growing need for air conditioning solutions. In 1994, he started an installation company but soon saw an opportunity to expand the business into supplying HVAC units, spares and consumables. Adriaan’ s decision to import containers of spare parts and equipment allowed the company to provide quicker, more reliable service to contractors across South Africa.
Despite not having formal training in HVAC, Adriaan’ s background in accounting and his business instincts played a crucial role in the company’ s development. His ability to build relationships and his focus on customer service helped create a strong foundation for Premium.
A FAMILY LEGACY Adriaan’ s passing in 2021 marked a turning point, but his vision continues to guide Premium. His wife, Coleen, and their children – Pierre, Josh and Charné remain actively involved in the family’ s journey – to carry the business forward. Each family member brings their own skills and experiences, contributing to the company’ s ongoing success.
Working together with their dedicated team, the family continues to fuel Premium’ s growth – opening new branches nationwide and reinforcing a culture of operational efficiency and strong customer satisfaction.
The business has also adapted to new opportunities, such as expanding into the commercial HVAC and refrigeration markets, as well as both the import and export sectors.
BUILDING STRONG RELATIONSHIPS
The path to success hasn’ t Adriaan Joubert, founder of the familyowned business, with wife Colleen. been without challenges. Initially, distribution challenges in areas outside of Gauteng, Durban and Cape Town resulted in market disruption. Premium’ s decision to take a more direct role in distribution helped resolve these issues, improving delivery times and ensuring more consistent coverage and reliability in the supply chain of contractors being supplied.
In a competitive market with over 30 competing brands, Premium distinguishes itself through its commitment to customer service and long-term partnerships. Its collaboration with major brands, especially in the commercial sector, has been instrumental in delivering innovative solutions and operational efficiency.
LOOKING FORWARD: INNOVATION AND EMPOWERMENT
Looking to the future, Premium remains focused on innovation and growth. At the 2025 FRIGAIR event, Premium will unveil its LG AI-driven commercial unit, designed to elevate both energy efficiency and comfort.
The company also continues to support all contractors, big and small, by offering competitive rates and equal access to resources, helping them secure larger projects, ease the complete procurement process and build lasting relationships.
Image supplied by Premium Air Conditioning.
EXPANSION AND ADAPTATION In recent years, Premium has experienced significant growth, with branches in Pretoria( 2003), Johannesburg( 2020), Ballito( 2021), Cape Town( 2022), Polokwane( 2023), and the flagship warehouse and branch in Centurion( 2025). Today the company serves top retailers, alongside its ongoing commitment to contractors nationwide.
THE NEXT GENERATION: PREPARED FOR THE FUTURE
What began as a small operation has grown into a thriving business with an ever-increasing employee count, several branches and a reputation for reliability. The next generation of Premium brings fresh energy and ideas to the business, aiming to build on the strong foundation laid by Adriaan and Coleen, while continuing to uphold the high standards that have defined the company. RACA
www. refrigerationandaircon. co. za RACA Journal I June 2025 21