Serra
Serra operates as EandM, a family-owned West Coast industrial automation distributor and solutions provider founded in 1955, serving machine builders, food and beverage manufacturers, robotics integrators, and municipalities with Siemens, Yaskawa, and SICK products alongside extrusion services and certified training.
- Company typePrivate
- Founded1955
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
Serra firmographics
Firmographics- Name
- Serra
- Legal name
- EandM
- Website
- https://serra.com
- Company type
- Private
- Founded year
- 1955
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Serra operates as EandM, a family-owned West Coast industrial automation distributor and solutions provider founded in 1955, serving machine builders, food and beverage manufacturers, robotics integrators, and municipalities with Siemens, Yaskawa, and SICK products alongside extrusion services and certified training.
- Ownership category
- akta.pro rank
Serra industry classification
Industry- Product category
- Industrial Automation Distribution
- NAICS
- Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511)
- SIC
- Electrical Industrial Apparatus (3620), Electronic & Other Electrical Equipment (No Computer Equip) (3600)
- akta.pro primary industry
- Process Control & Automation Electronics Manufacturing Services (PLCs, I/O, DCS/SCADA hardware) (IMAGAGAK)
- akta.pro secondary industry
- Electrical Controls, PLC & Industrial Automation (EDAOABAE)
Keywords
Where Serra is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Serra business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Automation Hardware Sales: Revenue from distributing industrial automation components including PLCs, robotics, sensors, drives, and automation parts from manufacturer partners like Siemens, Yaskawa Motoman, Techman, and SICK.
- Training and Education Services: Revenue generated from certified training classes, workshops (TIA Portal, Rockwell Studio 5000, Variable Frequency Drives), and educational services delivered in-person and virtually.
- Extrusion Services: Custom aluminum extrusion services for machine builders and industrial applications.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard automation components available for online purchase |
| Other | Pay-as-you-go | Siemens Extended Payment Terms |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Serra product offering
Product offeringCore offering
EandM is a West Coast industrial automation distributor and solutions provider that sells programmable logic controllers (Siemens S7-1200 G2), robotics (Yaskawa Motoman, Techman), sensors (SICK), LiDAR, and other automation components from authorized manufacturer partners. The company complements hardware distribution with custom aluminum extrusion fabrication services and a long-running certified training and free workshop education program for automation engineers.
Product overview
EandM is an industrial automation distributor and solutions provider offering a portfolio of automation hardware, robotics, engineering services, and professional training. The core offerings include Siemens PLCs (S7-1200 G2), SICK photoelectric sensors, Yaskawa Motoman and Techman collaborative robots, and LiDAR solutions. These hardware products are complemented by Siemens Financial Services for equipment financing and an online store. The company also provides engineering services including custom aluminum extrusion services, along with a comprehensive education program consisting of instructor-led training courses (TIA Portal, Motion Training), free workshops, and a video library for ongoing professional development in automation technologies.
Differentiator
Problem solved
Functional benefit
Products and services
- Siemens S7-1200 G2 PLC Siemens programmable logic controller offering more performance in a smaller footprint than its predecessor, distributed to industrial automation customers. Starting at $395.
- Yaskawa Motoman Robots
Companies that use Serra
Customer profileSegments4 records
Ideal customer profiles4 records
Serra technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Serra partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- SiemenscoreEandM is an authorized Siemens distributor offering the full spectrum of Siemens automation products including S7-1200 G2 PLCs, with access to Siemens Financial Services payment terms up to 180 days for qualified purchases.
- Yaskawa MotomancoreAuthorized Yaskawa Motoman distributor providing MotoMini robots, Smart Teach Pendant, and full industrial robot arm solutions with training and support.
- TechmancoreAuthorized Techman robot distributor for collaborative robot solutions in automation applications.
- SICKcoreAuthorized SICK distributor providing photoelectric sensors and industrial sensor solutions.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Serra competitors and assessment
Company assessmentBroad incumbents
- Graybar: Large North American distributor of electrical, communications, and data networking products including industrial controls. Similar authorized-distributor model with Siemens and other major franchises.
- WESCO International: Fortune 500 electrical, communications, and utility distribution company. Overlaps with EandM in industrial automation controls and electrical apparatus distribution across a much broader footprint.
- Rexel: Global electrical and automation distribution group with multi-billion-dollar revenue. Competes with EandM on industrial controls, automation, and contractor accounts but at vastly greater scale and geography.
- Festo: Global pneumatics and automation components manufacturer with direct sales and training programs. Adjacent incumbent that competes with EandM's automation components and training offerings via its own channels.
Direct peers
- Radwell International: Industrial automation and electrical component distributor (new, refurbished, and repair) with strong North American footprint. Comparable business model blending distribution with value-add services.
- Allied Electronics & Automation (RS Group): Broad-line electronic and industrial automation components distributor serving engineers and purchasing professionals. Comparable in serving the same machine-builder and OEM customer base with multi-brand SKUs.
- Digi-Key Electronics: High-volume e-commerce distributor of electronic components and automation sensors. Direct overlap with EandM's online channel for standard sensors and starter-kit components.
- AutomationDirect: Pure-play e-commerce automation components retailer selling PLCs, drives, sensors, and HMI directly online. Closest direct competitor to EandM on the price-sensitive, self-serve SMB side of the market.
- Mouser Electronics: Global authorized distributor of semiconductors and electronic components with growing industrial automation sensor line. Competes for the same engineering-buyer mindshare via online catalog and rapid delivery.
Regional players
- Kaman Automation: Regional industrial automation distributor with engineering services and sensor/control focus. Comparable mid-size distributor model with adjacent geographic footprint and overlapping principal brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Serra social profiles
Digital presenceSerra financial estimates
Financial estimateRevenue estimate
Valuation estimate
Serra leadership team
Management profileNumber of profiles
Serra funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Serra M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Serra
What does Serra do?
EandM is a West Coast industrial automation distributor and solutions provider that sells programmable logic controllers (Siemens S7-1200 G2), robotics (Yaskawa Motoman, Techman), sensors (SICK), LiDAR, and other automation components from authorized manufacturer partners. The company complements hardware distribution with custom aluminum extrusion fabrication services and a long-running certified training and free workshop education program for automation engineers.
Is Serra a public or private company?
Serra is a private company. It is classified as family owned and is currently operating.
When was Serra founded?
Serra was founded in 1955. It employs 51 to 100 people.
Where is Serra based?
Serra is headquartered in San Francisco, United States, in the North America region.
How does Serra make money?
Three revenue lines are on record. Automation Hardware Sales are the primary driver. The others are training and Education Services and extrusion Services.
Who are Serra's main competitors?
Broad incumbents on record are Graybar, WESCO International, Rexel and Festo. Direct peers are Radwell International, Allied Electronics & Automation (RS Group), Digi-Key Electronics, AutomationDirect and Mouser Electronics. Kaman Automation is listed as a regional player.
Does Serra have an API?
No public API is recorded for Serra.
What industry is Serra in?
Serra's product category is Industrial Automation Distribution. Its primary akta.pro industry code is IMAGAGAK, Process Control & Automation Electronics Manufacturing Services (PLCs, I/O, DCS/SCADA hardware), with a secondary code of EDAOABAE, Electrical Controls, PLC & Industrial Automation. Its NAICS code is 334511 and its SIC code is 3620.