FOX ESS is part of the momentous shift in the residential storage sector, from simply deploying systems to ensuring they perform reliably, integrate with the grid, and deliver long-term value for households, installers and distributors.
In 2026, FOX ESS is placing greater emphasis on local execution in key markets such as Australia.
“Our priorities revolve around market-aligned innovation, strengthening local presence and customer support, as well as deepening our brand trust through industry engagement. These areas are critical for delivering meaningful outcomes in the Australian market,” says Brooks Richard, Managing Director of APAC and the Middle East at Fox ESS.
Founded in 2019, FOX ESS designs and manufactures solar inverters, battery storage systems and smart energy management technologies for residential and commercial applications. The company now operates in more than 70 countries, with hundreds of thousands of systems installed globally.
“Australia is one of the world’s most dynamic residential solar markets, with strong rooftop photovoltaic adoption and surging uptake in home batteries,” Richard says.
Diversification across states
Australia’s residential energy market remains highly regionalised, shaped by differing policy frameworks, grid conditions and consumer behaviour across states.
Understanding state and regional differences is central to Fox ESS’s Australian growth strategy.
“New South Wales, Victoria and Queensland are our core growth markets in Australia. A one-size-fits-all approach simply doesn’t work here,” Richard says.
In New South Wales, the company sees strong opportunity across both residential and grid-scale storage.
“New South Wales is Australia’s most populated state and has significant demand for residential, commercial and grid-scale energy storage,” Richard says.
“Our approach is to support household battery adoption while also leveraging our grid-forming battery energy storage technology to participate in large-scale storage opportunities linked to the state’s long-term energy storage tenders.”
Victoria presents a different market profile, where intelligent energy management and integration with broader energy systems are becoming more important.
“Victoria already has one of the highest renewable energy penetration rates in the country, exceeding 51 per cent in early 2026,” Richard says.
“Users here increasingly focus on intelligent energy management solutions, including Virtual Power Plant (VPP) integration and electric vehicle charging. Our strategy is therefore centred around intelligent integration, which means ensuring our systems can connect seamlessly with VPP platforms and other home energy tech.”
In contrast, Queensland remains one of the strongest regional residential solar markets in Australia.
“Queensland leads the nation in rooftop solar penetration and battery adoption, with average rooftop systems around 10.2 kilowatts,” Richard says.
“The priority in Queensland is therefore delivering reliable, easy-to-install storage solutions and ensuring installers have the support they need to serve both metropolitan and regional markets.”
Partnerships and installer capability
Strengthening local support infrastructure is a key pillar of Fox ESS’s strategy in Australia.
Earlier this year, the company opened its second Australian office in Sydney, complementing its presence in Melbourne.
“The Sydney office strengthens our technical support capability, logistics coordination and partner engagement across the eastern states,” Richard says.
Richard affirms that collaborations with distributors allows the company to reach installers across the country while maintaining regional flexibility.
“Partners such as Solar Juice and OSW have extensive distribution networks and deep local knowledge, which enables us to deliver products quickly across the country,” Richard says.
“At the same time, they provide valuable market insights. They know what installers in Queensland need, what Victorian customers are looking for in intelligent energy systems, and what grid requirements are emerging in New South Wales.”
This feedback loop plays a key role in shaping product development.
“We don’t simply push products into the market. We listen closely to our partners and incorporate their feedback into product design and service improvements. This allows us to balance national scale with local responsiveness,” Richard says.
Installer capability is another area receiving greater attention as solar and storage systems become more technologically sophisticated.
“We organise installer roadshows across multiple regions where we combine product training with practical market and policy insights so installers can stay ahead of industry changes,” Richard says.
“Onsite technical support is also a core part of our service culture. Our teams work directly with installers in the field to resolve issues quickly and transfer knowledge in real world installation environments.”
Local logistics infrastructure also supports installer efficiency.
“With warehouses now established in Melbourne and Sydney, we can reduce delivery times and improve responsiveness nationwide, ensuring installers can access products and spare parts when they need them,” Richard says.
A competitive market
As Australia’s solar and storage market becomes increasingly competitive, Fox ESS believes long-term trust will become a defining differentiator.
“For us, building trust is more of a marathon than a milestone. In a competitive market, trust comes from how reliably we support installers, empower distributors and stand behind our products in the field,” says Michelle Li, Global Marketing and Brand Director at Fox ESS.
That philosophy was reinforced at the company’s 2026 Global Summit, held under the theme ‘A Toast to Trust.’
“The summit reinforced our commitment to long-term partnership, transparency and shared growth across our global partner network,” Li says.
“For our Australian partners, it provided a valuable opportunity to engage directly with our engineering teams, and for teams to see our research and development and manufacturing processes first-hand. These experiences strengthen confidence in our technology and deepen long-term collaboration with our valued distributors and installers.”
Additionally, Fox ESS is also expanding its focus beyond hardware toward broader energy ecosystem integration.
As Australia’s distributed energy resources continue to grow, VPPs are playing an important role by enabling smarter energy use and greater grid flexibility.
“Our systems are already compatible with major VPP platforms, allowing customers to optimise energy consumption and unlock additional economic value from their systems,” Li says.
“By enabling participation in these broader energy ecosystems, we’re helping households become active participants in the energy transition, while contributing to a more resilient electricity network.”
As Australia’s residential storage market continues to expand, Fox ESS believes the companies that will succeed will be those savvy enough to combine global technology capability with strong local execution across regions and states.
This article was featured in ecogeneration magazine (April 2026 edition).
