What Shelley Automation does

Shelley Automation is a Canadian industrial automation distributor and value-added systems integrator headquartered in North York, Ontario, with 7 branch offices spanning Ontario, Alberta, and British Columbia. The company distributes a multi-vendor portfolio of automation technologies — Cognex machine vision and barcode readers, Banner Engineering sensors and safety devices, Universal Robots collaborative robots, MiR autonomous mobile robots, Dorner conveyors, SMC pneumatics, Yaskawa servo motion control, PULS power supplies, and Gravotech marking systems — alongside end-of-arm tooling partners such as Robotiq, Schunk, and Vectis. Shelley complements distribution with engineering services including a Lab Test Center for vision and robotics feasibilities, custom pneumatic manifold assembly, IPS aluminum framing design, system integration (design, fabrication, installation, programming), certified repair, and free in-class training on machine vision and cobots held across its branch network.

The business operates across four primary customer segments — Manufacturing, Logistics & Warehousing, Food & Beverage, and SMEs — addressing labor shortages, quality control, throughput, and traceability pain points with project-based, quote-priced solutions. Go-to-market relies on an enterprise field-sales motion supplemented by an applications engineering team, channel financing through DLL, an e-commerce storefront at shop.shelley.com, and demand-generation via content marketing, YouTube, workshops, and trade shows such as CMTS. Revenue is generated primarily through hardware resale and professional services (integration, feasibility testing, custom assembly, and training); pricing is not publicly disclosed. Shelley is privately held with no parent company, no disclosed institutional funding, and no subsidiaries, and operates exclusively within Canada.

Name

Shelley Automation

Legal name

Shelley Automation

Website

https://shelley.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

Shelley Automation is a Canadian industrial automation distributor and systems integrator (7 offices, 101-250 employees) reselling Cognex, Universal Robots, Banner, MiR, and adjacent OEM products with value-added integration, feasibility testing, and training for manufacturers and SMEs.

Ownership category

akta.pro rank

Product category

Industrial Automation Distribution & Integration

NAICS

Computer Systems Design and Related Services (54151), Computer Systems Design Services (541512)

SIC

Wholesale-Industrial Machinery & Equipment (5084), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Control System Integration & Engineering Services (Design, Commissioning, Retrofits) (IMAGABAK)

akta.pro secondary industries

Motion & Machine Control (CNC, Robotics Controllers, Servo/Motion Controllers) (IMAGABAG), Warehouse & Intralogistics Automation Systems (AS/RS, Sortation, Conveyance Controls) (IMAHAHAN), Industrial Automation Software (SCADA, HMI, MES, Historian) (IMAHAHAJ)

Keywords

• Industrial automation distribution
• Machine vision systems
• Collaborative robots
• System integration services
• Sensors and safety

Headquarters

HQ city

North York

HQ country

Canada

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Automation Product Sales: Distribution and resale of automation technologies including machine vision systems, sensors, safety equipment, robotics, motion control, pneumatics, and industrial controls from partner manufacturers.
2. Value-Added Integration Services: System integration services including design, engineering, fabrication, assembly, installation, and programming services for automation systems.
3. Custom Manifold Assembly: Customization and assembly of pneumatic manifolds to customer specifications by dedicated assemblers.
4. Training Services: Free in-class training on machine vision and collaborative robots. Advanced paid training programs for enterprise customers covering software platforms, communication protocols, and advanced vision tools.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Shelley Automation is an industrial automation distributor and systems integrator that sells and integrates automation technologies from leading manufacturers including Cognex (machine vision), Universal Robots (collaborative robots), Banner Engineering (sensors and safety), MiR (autonomous mobile robots), SMC (pneumatics), Dorner (conveyors), Yaskawa (motion control), and others. The company combines product distribution with value-added integration services including feasibility testing, system design, engineering, fabrication, installation, programming, certified repair, and free training programs across Canada.

Product overview

Shelley Automation is an industrial automation distributor and integrator offering a comprehensive portfolio of automation technologies across Canada. The company provides Cognex machine vision systems (vision sensors, 3D vision, barcode readers), Banner Engineering sensors (photoelectric, ultrasonic, fiber optic) and safety products (light curtains, laser scanners), Universal Robots collaborative robots, MiR autonomous mobile robots, Dorner conveyors, SMC pneumatics, PULS power supplies, and Gravotech marking systems. The product ecosystem includes Robotiq end-of-arm tooling and Vectis welding solutions for cobot integration, FLIR thermal cameras, and Yaskawa Sigma-7 servo drives for motion control. Shelley Automation complements its product offerings with integration services (start-up assistance, installations, programming, certified repairs), feasibility testing labs, and free machine vision and cobot training programs across Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• Cognex Machine Vision Systems Cognex machine vision systems including vision sensors, vision systems, 3D vision systems, thermal imaging, and barcode reading solutions for industrial inspection, quality control, and traceability applications.
• Cognex DataMan Barcode Readers Fixed-mount and handheld industrial barcode readers that decode 1D and 2D codes including direct part mark (DPM) codes, plus barcode verifiers for quality grading.
• Banner Engineering Sensors Photoelectric, ultrasonic, fiber optic, laser distance measurement, radar, and temperature/vibration sensors for industrial automation applications.
• Banner Safety Products Safety light curtains, laser scanners, controllers, relays, e-stops, switches, two-hand controls, and guard locks for machine safety applications.
• Universal Robots Collaborative Robots Collaborative robot arms designed to work alongside human operators for pick-and-place, assembly, packaging, machine tending, and palletizing applications.
• MiR Autonomous Mobile Robots Autonomous mobile robots (AMRs) for internal logistics and material transport in manufacturing and warehouse operations.
• Dorner Conveyors Industrial conveyor systems for material handling and production line automation applications.
• PULS Power Supplies DIN rail power supplies ranging from 15-1000W with efficiency up to 96%, featuring high MTBF, compact design, and optional DC-UPS and battery modules.
• SMC Pneumatics Custom manifolds, airline equipment, actuators, vacuum products, control valves, static control, and fluid process components.
• Banner Indicators & Lighting LED lighting, signal tower lights, indicators, touch buttons, and pick-to-light solutions for workplace illumination and status indication.
• Yaskawa Sigma-7 Servo Drives State-of-the-art servo drives for motion control applications delivering exceptional precision, high-speed performance, and energy efficiency.
• Gravotech Marking Systems Laser marking machines, laser marking stations, dot peen, and scribing systems for permanent part marking and traceability.
• Automation Integration Services System integration services including start-up assistance, product training, lab testing, robotic feasibilities, installations, programming, and certified repairs.
• Machine Vision Training Free in-class training courses on machine vision systems covering software platforms, pattern tools, blob analysis, and communication protocols.
• Collaborative Robot Training Free in-class training courses on collaborative robots covering system setup, deployment, grippers, and applications like machine tending and palletizing.

Quantifiable outcome

• Payback time for collaborative robots in food industry: 124-365 days
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature8 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• CognexcoreTechnology or IntegrationPrimary machine vision technology partner offering vision sensors, vision systems, 3D vision systems, barcode readers, thermal imaging, and deep learning solutions (In-Sight series, DataMan barcode readers). Shelley offers free vision training and access to Cognex software resources.
• Universal RobotscoreTechnology or IntegrationCollaborative robot (cobot) partner offering UR3, UR5, UR10, UR20 robot arms. Shelley provides free cobot training across Canada and supports applications including machine tending, palletizing, and welding.
• Banner EngineeringcoreTechnology or IntegrationPrimary sensor and safety technology partner providing photoelectric sensors, ultrasonic sensors, fiber optics, safety light curtains, laser scanners, safety controllers, indicators, LED lighting, and wireless monitoring solutions.
• MiR (Mobile Industrial Robots)coreTechnology or IntegrationAutonomous Mobile Robot (AMR) partner providing MiR100, MiR250, MiR500, and MiR1000 robots for internal logistics optimization in warehouses and manufacturing facilities.
• SMCcoreTechnology or IntegrationPneumatics partner providing custom manifolds, airline equipment, actuators, vacuum products, control valves, static control, and fluid process solutions.
• DornercoreTechnology or IntegrationConveyor partner providing conveyance solutions for manufacturing and packaging applications.
• YaskawacoreTechnology or IntegrationMotion control partner providing Sigma-7 servo drives and motors for precision motion control applications in manufacturing, robotics, and packaging.
• Parker HannifincoreTechnology or IntegrationActuator partner providing rod-based and rodless cylinders for material handling, clamping, pressing, conveyor systems, and automated storage applications.
• RobotiqcoreTechnology or IntegrationEnd-of-arm tooling partner providing palletizing solutions, grippers, and tool changers for collaborative robots. Quick to deploy palletizing systems.
• A3 (Association for Advancing Automation)minorOthersIndustry association member providing connections to automation industry resources, standards, and community.
• EDC Canada (Export Development Canada)minorOthersExport development partner helping facilitate international trade and provide export financing solutions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• RobotShop: Canadian-headquartered robotics distributor and integrator with online sales of Universal Robots, Ozobot, and consumer/professional robots — comparable Canadian footprint and cobot focus but skewed more toward online/retail channel.

Direct peers

• FPE Automation: Industrial automation distributor and integrator in the U.S. Midwest carrying Cognex, Universal Robots, Banner, SMC, and similar line cards — directly comparable product breadth and integration services model.
• Kaman Automation: Automation distributor/integrator in the U.S. with Cognex, Universal Robots, and pneumatics line cards — comparable multi-OEM distribution + value-added integration model.
• Applied Manufacturing Technologies (AMT): North American robotics systems integrator focused on automation for manufacturing and logistics — comparable in integration services model and target customer profile to Shelley.
• Midwest Automation: U.S.-based industrial automation distributor and integrator specializing in robotics, vision, and pneumatics — directly comparable business model and product mix to Shelley.
• Acieta: U.S. industrial robotics integrator specializing in FANUC-based robotic cells for manufacturing and welding — comparable as a North American automation integrator selling into similar SME/mid-market manufacturing customers.
• Bastian Solutions: Material handling and robotics integrator (now part of Toyota Advanced Logistics) covering conveyor, AMR, AS/RS, and robotic palletizing — directly comparable scope to Shelley's MiR/Dorner/Robotiq cobot offering.
• Axis New England (a RoviSys Company): Industrial automation distributor and system integrator in the U.S. Northeast carrying Cognex, Universal Robots, Banner, SMC, and Yaskawa line cards — highly comparable multi-OEM distribution + integration model with similar vendor stack to Shelley.

Broad incumbents

• Motion Industries: Largest North American industrial parts and automation distributor (owned by Genuine Parts Company) — overlaps with Shelley on industrial distribution but at vastly broader scale and product depth.
• ATS Automation Tooling Systems: Largest Canadian industrial automation integrator (TSX: ATA), offering custom automation systems across multiple industries — comparable end markets and Canadian footprint but at significantly larger scale than Shelley.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCcA-uBMyLe7aXqOs-FRr11w
• Xx.com/shelleyautominc
• LinkedInlinkedin.com/company/shelley-automation-inc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shelley Automation