Westward Sales

What Westward Sales does

Westward Sales, Inc. is a privately held US-based value-added distributor founded in 2016 and headquartered in the Denver, Colorado area (Buena Vista, 720 area code), operating with fewer than 10 employees. The company specializes in ruggedized industrial networking and communications equipment for harsh environments, distributing products from more than 15 manufacturers including Ericsson Cradlepoint, Antaira Technologies, Peplink, Axiomtek, SENA/Parani, Parsec Technologies, Digi International, InHand Networks, Taoglas, Poynting, and Black Box. Its catalog spans industrial Ethernet switches, PoE devices, media and serial converters, cellular routers, industrial Wi-Fi and Bluetooth devices, high-performance antennas, embedded and edge computers, KVM systems, and power solutions, with products rated for extreme conditions including −40 to 85°C operation and IP67 ingress protection. Beyond resale, Westward Sales engineers custom portable Wi-Fi hotspot and Starlink Mini cases, and offers site surveys, assembly, configuration, installation, and setup services.

The business model combines direct e-commerce sales through westwardsales.com with consultative selling through a team of sales engineers, generating revenue from hardware resale (the primary stream) and professional/ value-added services. Pricing is predominantly quote-based with volume RFQ options, and average order values range from sub-$10 accessories to over-$10,000 integrated hotspot systems. Customer segmentation targets industrial automation and manufacturing, field operations and remote sites, first responders and emergency services, and IIoT/edge computing deployments, all served within a single-country (United States) operating footprint. Distribution relationships are tiered by strategic importance, with Ericsson Cradlepoint, Antaira, Peplink, Axiomtek, SENA, and Parsec classified as core partners and brands such as Digi, InHand, Black Box, Taoglas, and Poynting as major partners.

Name

Westward Sales

Legal name

Westward Sales, Inc.

Website

https://westwardsales.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Westward Sales is a US-based value-added distributor of ruggedized industrial networking and communications equipment, serving manufacturing, field operations, first responders, and IIoT customers across the United States with multi-vendor hardware resale plus configuration and integration services.

Ownership category

akta.pro rank

Headquarters

HQ city

Buena Vista

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Industrial Electronics Hardware Sales: Westward Sales generates revenue primarily through the distribution and resale of industrial networking and electronics equipment including Ethernet switches, cellular routers, wireless devices, antennas, embedded computers, media converters, and related accessories. The company acts as a value-added distributor offering technical consultation, configuration, and integration services alongside product sales.
2. Professional Services: Revenue generated from value-added services including site surveys, product assembly, configuration, installation, and setup. These services complement hardware sales and help customers develop, design, and deploy efficient industrial networking solutions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Westward Sales is a value-added distributor of industrial networking and communications equipment, specializing in ruggedized computing and connectivity solutions for harsh environments. The company distributes industrial Ethernet switches, cellular routers, wireless IoT devices, media converters, serial converters, antennas, embedded computers, and power solutions from major manufacturers, and provides consultative sales engineering, site surveys, product assembly, configuration, and installation services alongside hardware distribution.

Product overview

Westward Sales is an industrial electronics and networking value-added distributor offering a comprehensive portfolio of ruggedized computing and communications equipment. Their product lineup centers on industrial Ethernet infrastructure (managed/unmanaged switches, PoE devices, media converters, serial converters), cellular and wireless connectivity (5G routers, Wi-Fi hotspots, Bluetooth devices, Starlink Mini Cases), high-performance antennas (cellular, Wi-Fi, GPS, specialty), embedded computers (industrial PCs, edge AI systems, DIN-rail computers), KVM systems, and power solutions. They distribute products from major manufacturers including Antaira Technologies, Ericsson Cradlepoint, SENA Technologies, Parsec Technologies, Axiomtek, Patton Electronics, and others, providing consultation, site surveys, assembly, configuration, and installation services alongside product sales.

Differentiator

Problem solved

Functional benefit

Products and services

• Industrial Ethernet Switches Managed and unmanaged Ethernet switches for industrial environments, including PoE switches, IP67 and railway-rated switches, and 10 Gigabit switches, designed for industrial customers requiring reliable networking hardware.
• Power Over Ethernet (PoE) Devices PoE injectors, splitters, and PoE++ devices delivering 60 to 90 watts for powering networked devices over existing cable infrastructure, intended for industrial and enterprise deployments.
• Media Converters Fast Ethernet and Gigabit media converters for converting between copper and fiber optic network segments, including industrial-grade and PoE-enabled models, for industrial network extension and fiber integration customers.
• Serial Converters Converters enabling serial RS-232/422/485 devices to connect over Ethernet, Modbus TCP, wireless, fiber, or USB interfaces, serving industrial customers integrating legacy serial equipment.
• USB Hubs and Converters Industrial-grade USB hubs, isolators, and converters including USB to Ethernet devices for extending connectivity in harsh environments, for industrial computing and connectivity applications.
• Cellular Routers 5G LTE cellular routers and LTE modems from Ericsson Cradlepoint, Peplink, Semtech, and Teltonika for enterprise wireless connectivity, sold to industrial and enterprise customers requiring mobile broadband.
• Wireless IoT Devices Industrial WiFi routers, access points, industrial gateways, and outdoor IP67-rated wireless devices for IoT deployments, for industrial customers deploying sensor networks and edge infrastructure.
• Industrial Bluetooth Devices Bluetooth to Ethernet gateways and Bluetooth to serial converters for connecting legacy serial devices wirelessly in industrial settings, for industrial customers modernizing legacy equipment.
• Rugged Wi-Fi Hotspots IP67-rated portable Wi-Fi hotspot cases integrating cellular routers, MIMO antennas, and batteries for harsh industrial environments including construction, emergency response, and military applications. Custom-assembled by Westward Sales as a value-added offering.
• Starlink Mini Cases Portable carrying cases integrating Starlink satellite internet hardware with cellular routers, antennas, and power options for satellite-cellular hybrid connectivity, for industrial and remote site customers requiring resilient communications.
• Antennas High-performance cellular, Wi-Fi, GPS, Land Mobile Radio, and specialty antennas including 5G, CBRS, and UWB options from Panorama, Taoglas, and Mobile Mark, for industrial and mobile wireless deployments.
• Embedded Computers Industrial PCs, edge AI computers with NVIDIA Jetson, DIN-rail computers, panel PCs, and system-on-module products for industrial computing applications, for industrial automation and edge customers.
• KVM Systems Desktop KVM switches, KVM extenders, matrix KVM systems, rackmount KVMs, and secure KVM switches for controlling multiple computers from single stations, for industrial control rooms and IT operations.
• Power Solutions Industrial UPS systems, DIN-rail and rackmount power supplies, and solar power kits for reliable power delivery to networked equipment, for industrial sites requiring power redundancy.
• Specialty Networking Equipment AlertWerks environmental monitoring solutions, Class 1 Division 2 rated switches, conformally coated switches, Ethernet extenders, and industrial telephony equipment, for hazardous location and specialized industrial deployments.
• SFP Modules 100 Mbps, 1 Gigabit, 10 Gigabit SFP/XFP, and WDM transceiver modules for fiber optic network deployment and expansion, sold to industrial network operators and integrators.
• Value-Added Engineering and Configuration Services Site surveys, product assembly, configuration, installation, and setup services provided alongside hardware distribution, offering comprehensive deployment support from design through deployment for industrial customers.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

15 partnerships are on record, tiered core, major and minor.

• Ericsson (Cradlepoint)coreChannel Partner/ Reseller/ DistributorWestward Sales distributes Ericsson's Cradlepoint cellular routers and related wireless networking equipment. Products include R1900, R980, E3000, and IBR1700 routers, as well as MC400 modems and accessories.
• Antaira TechnologiescoreChannel Partner/ Reseller/ DistributorDistributor of Antaira industrial Ethernet switches, PoE devices, media converters, USB hubs, and industrial networking equipment including managed and unmanaged switches.
• PeplinkcoreChannel Partner/ Reseller/ DistributorDistributes Peplink cellular routers including MAX-BR1-PRO, MAX-BR2-PRO, and PDX series devices for industrial and mobile connectivity applications.
• Parsec TechnologiescoreChannel Partner/ Reseller/ DistributorDistributes Parsec (SENA) Bluetooth and wireless serial connectivity products including SD1000, SD1000U, UD100 adapters, and MSP1000 gateways, as well as Parsec cellular and Starlink antenna solutions.
• Semtech (formerly Sierra Wireless)coreChannel Partner/ Reseller/ DistributorDistributes Semtech (formerly Sierra Wireless) cellular routers including MP70 and related industrial wireless solutions.
• AxiomtekcoreChannel Partner/ Reseller/ DistributorDistributes Axiomtek embedded computers, industrial IoT gateways, DIN-rail computers, panel PCs, and single-board computers including ICO, iNA, and Agent series products.
• Panorama AntennascoreChannel Partner/ Reseller/ DistributorDistributes Panorama Antennas including LPAM and related cellular/WiFi/GPS antennas for industrial and mobile applications.
• Digi InternationalmajorChannel Partner/ Reseller/ DistributorDistributes Digi International industrial networking products including routers, gateways, and serial connectivity solutions.
• InHand NetworksmajorChannel Partner/ Reseller/ DistributorDistributes InHand Networks industrial cellular routers including IR302, IR300, IR611-S, IR615-S, and related IoT gateway devices.
• Black BoxmajorChannel Partner/ Reseller/ DistributorDistributes Black Box industrial networking products including AlertWerks environmental monitoring solutions and related equipment.
• TaoglasmajorChannel Partner/ Reseller/ DistributorDistributes Taoglas antennas including MA710, MA241, MA450, and other cellular/WiFi/GNSS antenna solutions for industrial applications.
• PoyntingmajorChannel Partner/ Reseller/ DistributorDistributes Poynting high-performance antennas for cellular, WiFi, and specialized wireless applications.
• Falcon ElectricminorChannel Partner/ Reseller/ DistributorDistributes Falcon Electric power solutions including industrial UPS systems.
• SENA TechnologiescoreChannel Partner/ Reseller/ DistributorDistributes SENA (Parani) Bluetooth and Zigbee wireless products including serial adapters, USB adapters, and Bluetooth gateways for industrial wireless connectivity applications.
• Mobile MarkminorChannel Partner/ Reseller/ DistributorDistributes Mobile Mark antennas for WiFi, cellular, and specialized wireless applications.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Black Box: Black Box provides industrial networking, KVM, and infrastructure monitoring solutions to enterprise and industrial customers. Operates at significantly greater scale than Westward Sales across a broader product portfolio, and is also a supplier partner for AlertWerks environmental monitoring.
• Advantech: Advantech is a global leader in industrial computing, IoT gateways, and embedded platforms. Competes with Westward Sales' embedded computer and edge computing lines while serving the same industrial automation customers, but at substantially larger scale.
• Graybar: Graybar is a Fortune 500 distributor of electrical, communications, and data networking products serving industrial, construction, and utility markets. Operates at vastly greater scale than Westward Sales with broader manufacturer relationships and logistics infrastructure.
• Anixter (Wesco): Anixter (now part of Wesco) is a large value-added distributor of network infrastructure, industrial communications, and security products. Competes with Westward Sales across multiple product categories but serves enterprise customers at much larger scale.

Direct peers

• Peplink: Peplink manufactures cellular SD-WAN routers for industrial, maritime, and mobile applications. Direct product overlap with Westward Sales' cellular router category (MAX-BR1-PRO, MAX-BR2-PRO, PDX series), and also a current supplier partner.
• Accu-Tech: Accu-Tech is a value-added distributor specializing in network infrastructure and industrial connectivity products. Targets similar enterprise and industrial customers with comparable manufacturer portfolios and engineering support services.
• L-com / Infinite Electronics: Infinite Electronics distributes industrial connectivity products including antennas, networking equipment, and IoT devices through multiple specialty brands. Operates a similar value-added distribution model with both catalog and engineered solutions serving industrial customers.
• Digi International: Digi International designs and sells industrial IoT connectivity products including cellular routers, gateways, and serial connectivity — overlapping directly with Westward Sales' product portfolio and industrial customer base. Digi is also a supplier to Westward, making the competitive overlap particularly close.
• Patton Electronics: Patton Electronics manufactures industrial networking equipment including fiber media converters, VoIP gateways, and Ethernet extenders — overlapping with Westward Sales' media converter and serial connectivity lines. Also a current supplier, with its own direct sales motion.
• Antaira Technologies: Antaira manufactures industrial Ethernet switches, PoE devices, media converters, and serial connectivity products — directly overlapping with Westward Sales' core industrial networking categories. Although Antaira is a key supplier, it also sells direct to industrial customers, creating direct channel competition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/westward-sales

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 Westward Sales