Turtle
Turtle is a U.S.-based electrical and industrial distributor and infrastructure solutions provider, serving construction, data center, government, manufacturing, and utility customers across ten verticals with products, engineering services, and authorized OEM partnerships.
- Company typePrivate
- Founded1920
- HeadquartersClark, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Turtle does
Turtle is a U.S.-based electrical and industrial distributor and infrastructure solutions provider, headquartered in Clark, New Jersey, and operating for over 100 years. The company distributes electrical and industrial products — including automation systems, switchgear, wiring, lighting, data center infrastructure, EV charging equipment, and renewable energy solutions — under a portfolio of twelve solution categories and through authorized partnerships with major OEMs such as Cisco, ABB, Eaton, Rockwell Automation, 3M, Atkore, Prysmian, and Acuity. Its GSA MAS Contract (#47QSWA22D0072) and WBENC certification provide preferential access to federal and institutional procurement.
Turtle monetizes through a combination of product distribution (transaction-based revenue) and value-added services including design assistance, supply chain management, technical project management, audits and assessments, value engineering, and start-up and commissioning. Pricing is quote-based and not publicly disclosed; distribution is delivered via direct sales, an e-commerce storefront (shop.turtle.com), international distribution, and the company's Owner-Member affiliation with AD (Affiliated Distributors). Customer segments span construction, data center, education, government, healthcare, manufacturing, municipalities, power and utility, oil and gas, and transportation.
The company is privately held, has between 1,001 and 5,000 employees, and reports no venture funding, no M&A activity, and no public revenue. A four-month production rollout of AI-driven pricing optimization delivered approximately $700K in additional revenue and a 1.3% gross margin improvement, representing the most quantifiable signal of operational technology investment in the source data. The leadership team includes co-CEOs Jayne Millard and Luis Valls, with Teesee Murray serving as Chief Strategy Officer and President of a TurtleX innovation banner.
Turtle firmographics
Firmographics- Name
- Turtle
- Legal name
- Turtle
- Website
- https://turtle.com
- Company type
- Private
- Founded year
- 1920
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Turtle is a U.S.-based electrical and industrial distributor and infrastructure solutions provider, serving construction, data center, government, manufacturing, and utility customers across ten verticals with products, engineering services, and authorized OEM partnerships.
- Ownership category
- akta.pro rank
Where Turtle is headquartered
LocationHeadquarters
- HQ city
- Clark
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Turtle business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Electrical and Industrial Product Distribution: Turtle distributes electrical and industrial products including automation systems, controls, wiring, switchgear, lighting, data center infrastructure, EV charging equipment, and renewable energy solutions. Revenue is generated through product sales with pricing based on volume, contracts, and market conditions.
- Services and Solutions: Provides value-added services including automation systems integration, design assistance, supply chain management, technical project management, value engineering, audits and assessments, and start-up and commissioning services. Services are delivered alongside product distribution for complex infrastructure projects.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Turtle product offering
Product offeringCore offering
Turtle is an electrical and industrial distributor and infrastructure solutions provider that resells products from leading manufacturers (Eaton, ABB, 3M, Cisco, Schneider Electric) and delivers value-added services including automation, switchgear, lighting, EV charging, data center infrastructure, renewables, panel shop fabrication, supply chain management, design assistance, and project management across construction, data center, government, manufacturing, power & utility, healthcare, oil & gas, transportation, education, and municipal markets.
Product overview
Turtle is an electrical and industrial distributor and infrastructure solutions provider with over 100 years of experience. The company offers a portfolio of solutions spanning both products and services. Their product offerings include engineered control panels (Panel Shop), power distribution switchgear, EV charging infrastructure, and data center power systems. Services include automation, design assistance, supply chain management, and technical project management. They distribute products through their e-commerce platform (shop.turtle.com) and partner with major brands including Cisco, 3M, Eaton, ABB, Atkore, Prysmian, Acuity, and Rockwell Automation. Their solutions are organized into twelve categories including Automation, Commodities & Wire Management, Cisco Cyber & Networking, Data Centers, EV Charging, International Distribution, Lighting, Panel Shop, Renewables, Staging & Kitting, Switchgear, and Technology, serving industries such as Construction, Data Center, Education, Government, Hospitals & Healthcare, Manufacturing, Municipalities, Oil & Gas, Power & Utility, and Transportation.
Differentiator
Problem solved
Functional benefit
Products and services
- Automation Solutions Automation solutions including controls, drives, and integration support for industrial and infrastructure customers.
- Data Center Infrastructure Solutions Data center infrastructure solutions including power distribution, cooling, networking, and related equipment for data center operators.
- EV Charging Solutions Electric vehicle charging infrastructure products and solutions for commercial and public-sector deployments.
- Lighting Solutions Lighting products and solutions for commercial, industrial, and infrastructure projects.
- Switchgear Solutions Power distribution switchgear products and solutions for industrial and utility customers.
- Panel Shop (Engineered Control Panels) In-house fabrication of engineered control panels for industrial and infrastructure applications.
- Renewables Solutions Renewable energy infrastructure products and solutions including solar and related electrical components.
- Commodities & Wire Management Wire management and electrical commodity products for construction and industrial customers.
- Staging & Kitting Pre-project staging and kitting services that bundle materials for efficient installation at job sites.
- Cisco Cyber & Networking Solutions Cybersecurity and networking solutions based on Cisco technology for enterprise and infrastructure customers.
- International Distribution International distribution of electrical and industrial products to customers outside the U.S.
- Integrated Supply Integrated supply chain management program that consolidates MRO and indirect material procurement for enterprise customers.
- Design Assistance Design and engineering support for electrical and industrial projects, including product selection and system design.
- Start Up & Commissioning Start-up and commissioning services to ensure installed electrical and industrial systems operate as specified.
- Technical Project Management Technical project management for complex electrical and industrial installations and deployments.
- Audits, Discovery, Assessments On-site audits, discovery, and assessments of electrical infrastructure and material usage to identify optimization opportunities.
- Value Engineering Value engineering services to optimize product selection, cost, and performance for customer projects.
- Shop Turtle (E-Commerce Storefront) Branded online e-commerce platform for SMB, individual, and consumer customers to purchase electrical and industrial products.
Quantifiable outcome
- AI-driven pricing implementation added approximately $700K in revenue with a 1.3% gross margin improvement during a four-month production rollout.
Companies that use Turtle
Customer profileNamed customers1 record
Segments10 records
Ideal customer profiles5 records
Turtle technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature1 record
Turtle partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- AD (Affiliated Distributors)coreTurtle is an Owner-Member of AD, a community of growth-minded independent distributors and best-in-class supplier partners. Through collaboration, shared expertise, and strong relationships, AD helps Turtle compete more effectively, stay ahead of industry trends, and deliver greater value to customers.
- CiscocoreTurtle is a Cisco partner providing layered security solutions, IT/OT architecture, and monitoring for critical infrastructure. Cisco partner logo displayed prominently on website.
- 3Mminor3M products available through Turtle's distribution including safety, electrical, and industrial solutions.
- EatonminorEaton electrical and hydraulic products distributed through Turtle's supply network.
- ABBminorABB electrification, automation, and robotics products available through Turtle.
- AtkoreminorAtkore electrical and mechanical products distributed through Turtle.
- PrysmianminorPrysmian wire and cable products available through Turtle's distribution.
- Acuity BrandsminorAcuity lighting and building management solutions available through Turtle.
- Rockwell AutomationminorRockwell Automation industrial automation and control products distributed through Turtle.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Turtle competitors and assessment
Company assessmentDirect peers
- Winsupply: U.S. privately held wholesale distributor operating across plumbing, HVAC, electrical, and industrial supplies via a decentralized owner-operator model. Comparable mid-sized private distributor with similar services attach and vertical exposure.
- Rexel: France-headquartered global electrical distributor serving construction, industrial, and energy customers with a comparable mix of products, lighting, and renewables solutions. Operates comparable e-commerce and services platforms.
- Graybar: Employee-owned U.S. electrical, communications, and data networking distributor serving similar construction, industrial, government, and utility end markets. Closest U.S. private peer in business model and customer mix to Turtle.
- WESCO International: Publicly traded global electrical, communications, and utility distribution leader with a broad portfolio spanning construction, data center, and industrial customers. Directly comparable to Turtle as a multi-line electrical distributor with services attach, though materially larger in scale.
- Consolidated Electrical Distributors (CED): U.S. privately held electrical distributor with broad geographic footprint across construction, industrial, and utility customers. Highly comparable to Turtle in customer verticals, product breadth, and private-company profile.
- Border States Electric: Employee-owned U.S. electrical distributor serving utility, commercial, industrial, and contractor customers across the Midwest, West, and South. Closely comparable mid-sized private competitor with similar vertical focus and value-added services.
- Sonepar: Paris-based global electrical distribution leader operating across North America, Europe, and Asia-Pacific. Closest analog to Turtle in product breadth, vertical mix (construction, industrial, data center), and value-added services model.
Broad incumbents
- Genuine Parts Company: Public diversified industrial and automotive parts distributor (NAPA, Motion Industries). Broad incumbent in industrial distribution with adjacent product lines but not electrical-specialist; comparable on scale and distribution model, not vertical focus.
- Applied Industrial Technologies: Public U.S. industrial distributor specializing in bearings, power transmission, fluid power, and MRO supplies. Broader industrial-distribution incumbent with overlapping customer base in manufacturing and MRO but a different product focus.
Emerging players
- R.S. Hughes Company: Privately held U.S. industrial distributor focused on adhesives, sealants, tapes, and specialty industrial products with growing electrical and safety adjacency. Smaller scale but overlapping industrial customer base and similar mid-market private-distribution profile.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Turtle social profiles
Digital presenceTurtle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Turtle leadership team
Management profileNumber of profiles
Profiles7 records
Turtle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Turtle M&A and investment
M&A and investmentM&A
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Turtle
What does Turtle do?
Turtle is an electrical and industrial distributor and infrastructure solutions provider that resells products from leading manufacturers (Eaton, ABB, 3M, Cisco, Schneider Electric) and delivers value-added services including automation, switchgear, lighting, EV charging, data center infrastructure, renewables, panel shop fabrication, supply chain management, design assistance, and project management across construction, data center, government, manufacturing, power & utility, healthcare, oil & gas, transportation, education, and municipal markets.
Is Turtle a public or private company?
Turtle is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Turtle founded?
Turtle was founded in 1920. It employs 11 to 50 people.
Where is Turtle based?
Turtle is headquartered in Clark, United States, in the North America region.
How does Turtle make money?
Two revenue lines are on record. Electrical and Industrial Product Distribution is the primary driver. The others are services and Solutions.
Who are Turtle's main competitors?
Direct peers on record are Winsupply, Rexel, Graybar, WESCO International, Consolidated Electrical Distributors (CED), Border States Electric and Sonepar. Broad incumbents are Genuine Parts Company and Applied Industrial Technologies. R.S. Hughes Company is listed as an emerging player.
Does Turtle have an API?
No public API is recorded for Turtle.