Sierra Sales

What Sierra Sales does

Sierra Sales, Inc. is a Colorado-incorporated manufacturers' representative founded in 1996 that sells industrial and rugged computing, electronic packaging, rugged communications, power conversion, and data acquisition solutions on behalf of third-party manufacturers. The firm operates as a non-manufacturing intermediary: it does not produce hardware itself but earns commission by representing a roster of principals — Elma Electronics, Optima Stantron, Sierra Cases, CP North America, Diamond Systems, Interface Concept, Alta DT, Lumistar, Moog Protokraft, Precision Filters, Sealevel, Xena Networks, AJ's Power Source, ComNav Engineering, and several transit-case brands — into the Rocky Mountain territory. The portfolio spans board-level modules (VPX, cPCI, VMEbus, COM Express, FPGA boards), rugged servers 1U–7U, MIL-STD and DO-160 rated systems, avionics databus interfaces (MIL-STD-1553, ARINC 429/629/708/717, AFDX/ARINC 664), telemetry RF receivers, fiber optic interconnects, PXI-based data acquisition, signal conditioning up to 256 channels, UPS systems from 500 VA to 450+ kVA, and ATR/VPX/NEMA enclosures plus transit cases.

The company serves design engineers, system architects, computer designers, and program managers across Military & Aerospace (primary), Telecommunications, R&D, Heavy Industry (oil & gas, mining), Medical, Transportation, and OEM design customers within Arizona, Colorado, Idaho, New Mexico, Montana, Utah, Wyoming, and El Paso County, Texas. Its go-to-market is direct field sales conducted by four regional sales engineers supported by accounting and administrative staff in offices in Colorado Springs, Chandler (AZ), Vista (CA), and Santa Clarita (CA). Sales engineers hold engineering degrees, carry a minimum of 20 years of field experience, use ACT! and Salesforce.com CRM, and are equity-holders compensated on uncapped commission. The firm has been continuously operating for over 28 years with no disclosed external institutional investment, M&A activity, or product of its own.

Name

Sierra Sales

Legal name

Sierra Sales, Inc.

Website

https://sierrasales.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Sierra Sales is a Colorado-based manufacturers' representative founded in 1996 that sells industrial and rugged computing, communications, power, and data acquisition products on commission for third-party manufacturers across the seven-state Rocky Mountain region, serving defense, telecom, and heavy industry engineers.

Ownership category

akta.pro rank

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Commission-based Sales Representation: Sierra Sales is a manufacturer's representative compensated entirely on commission. Sales engineers are motivated by uncapped commission generated from sales in their assigned territory. They represent multiple manufacturers and sell embedded computing, data acquisition, enclosures, cases, and rugged communications products.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Sierra Sales is an electronic manufacturers' representative that provides professional sales representation for partner manufacturers of industrial and rugged computing, electronic packaging, rugged communications, power conversion, and data acquisition products. Sales engineers, each with 20+ years of experience and engineering backgrounds, work on uncapped commission across the seven-state Rocky Mountain region to design partner products into customer projects.

Product overview

Sierra Sales is a manufacturers' representative specializing in industrial and rugged computing, electronic packaging, communications, and data acquisition for the Rocky Mountain region. Their product portfolio includes Embedded Computing (single-board computers, VPX, cPCI, VMEbus modules), Servers & Systems (rugged servers 1U-7U, MIL-STD rated), Graphics & Displays (industrial/rugged displays, flat panel computers, GPU cards), Communications Equipment (Ethernet switches, ARINC/MIL-STD-1553 interfaces, fiber optic interconnects), Data Acquisition Systems (I/O boards, PXI systems, signal conditioning), Power Conversion (inverters, UPS systems 500VA to 450+kVA), System Enclosures (VPX/VNX+ chassis), Rugged Enclosures (ATR/MIL-STD rated, conduction cooled), Electronic Cabinets (racks, EMC shielded), and Transit Cases (rack mount cases, shock isolated, MIL-STD rated). The company represents multiple manufacturers including Elma Electronics, Optima Stantron, Sierra Cases, CP North America, Diamond Systems, Interface Concept, Alta DT, Lumistar, Moog Protokraft, Precision Filters, Sealevel, Xena Networks, and AJ's Power Source, among others.

Differentiator

Problem solved

Functional benefit

Products and services

• Embedded Computing Single-board computers and modules including 3U and 6U SOSA aligned VPX, cPCI, VMEbus, PCI/PCIe, PMC/XMC/FMC, PowerPC/Intel/FPGA, COM Express/Q7, and MLC/SLC solid state drives, sourced from partner manufacturers and sold to design engineers across defense, aerospace, telecommunications, and heavy industrial customers.
• Rugged Servers & Systems Rugged servers ranging from 1U to 7U, rugged storage systems, VPX systems, embedded systems, MIL-STD/DO-160 rated systems, radiation hardened systems, and system integration services provided by partner manufacturers through Sierra Sales' regional sales coverage.
• Graphics & Displays Industrial and rugged displays, embedded displays, integrated subsystems, flat panel computers, graphics and video cards, MXC and XMC GPU cards, and D38999 video converters, delivered to customers in harsh-environment and mission-critical applications.
• Communications Equipment Industrial Ethernet switches, ARINC and MIL-STD-1553 avionics interfaces, fiber optic interconnects (M28876, TFOCA, ARINC 801), D38999 media converters and transceivers, and cabling and wire harnesses sold to defense, aerospace, telecom, and industrial customers.
• Data Acquisition Systems Analog and digital I/O boards, PXI systems and instruments, signal conditioning, remote and distributed I/O, data recorders and loggers, loop isolators, and filter and amplifier systems for test, measurement, and research applications.
• Power Conversion Solutions Power inverters, frequency converters, rugged UPS systems ranging from 500 VA to 450+ kVA, single and three phase units operating at 50 to 400 Hz, rugged and MIL-STD rated units, and custom power solutions for mission-critical environments.
• System & Rugged Enclosures VPX SOSA aligned 3U and 6U chassis, VNX+ enclosures, test and development chassis, industrial PCs, embedded form factor enclosures, ATR and MIL-STD rated enclosures, conduction cooled systems, PCI/PCIe/CompactPCI enclosures, and custom configurations.
• Electronic Cabinets Industrial vertical racks, EMC shielded cabinets, MIL-STD and rugged options, seismic cabinets, instrument cases, and custom consoles and desks for industrial and military installations.
• Transit Cases

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered primary and secondary.

• Elma ElectronicsprimaryChannel Partner/ Reseller/ DistributorRecognized leader in electronic packaging. Products include ATR, ATCA, CompactPCI, MicroTCA, VMEbus & VPX systems, 19" rack mount and field deployable chassis, standard and custom backplanes, custom and rugged enclosures, embedded boards, and application ready platforms.
• Optima StantronprimaryChannel Partner/ Reseller/ DistributorCabinet enclosures and 19" vertical racks, wall mount enclosures and instrument cases, command consoles and electronic desks, EMC shielded and NEMA cabinets, seismic ready and NEBS cabinets, military cabinets meeting MIL-STD requirements.
• Sierra CasesprimaryChannel Partner/ Reseller/ DistributorSupplier and integrator of shipping and 19" rack mount cases including rotationally and injection plastic molded transit cases, lightweight aluminum 19" rack mount cases, thermoelectric and air conditioned cases, OEM and custom designed cases.
• Impact CasessecondaryChannel Partner/ Reseller/ DistributorTransit case manufacturer represented by Sierra Cases.
• CP CasessecondaryChannel Partner/ Reseller/ DistributorRugged case manufacturer represented by Sierra Cases.
• Gator CasessecondaryChannel Partner/ Reseller/ DistributorCase manufacturer represented by Sierra Cases.
• SKBsecondaryChannel Partner/ Reseller/ DistributorShipping and rack mount case manufacturer represented by Sierra Cases.
• Zero CasessecondaryChannel Partner/ Reseller/ DistributorCase manufacturer represented by Sierra Cases.
• Pelican HardiggsecondaryChannel Partner/ Reseller/ DistributorRugged transit case manufacturer represented by Sierra Cases.
• Underwater KineticssecondaryChannel Partner/ Reseller/ DistributorCase and enclosure manufacturer represented by Sierra Cases.
• ECS CasesecondaryChannel Partner/ Reseller/ DistributorElectronic case manufacturer represented by Sierra Cases.
• ComNav EngineeringprimaryChannel Partner/ Reseller/ DistributorCustom-engineered microwave filters and filter subsystems including bandpass, lowpass, highpass, multi-pass and notch filter configurations, diplexer, triplexer and multiplexer products.
• CP North AmericaprimaryChannel Partner/ Reseller/ DistributorRugged Mil rackmount servers, portable ground tactical solutions, rugged tablet solutions, military rugged rackmount and panel mount displays, multi display solutions, and rugged rackmount keyboards.
• Diamond SystemsprimaryChannel Partner/ Reseller/ DistributorOff-the-shelf rugged single-board-computers in ComExpress, PC/104, Epic, ETX, PCI Minicard form factors, analog, digital, serial and networking I/O expansion cards, PC/104 power supplies, storage and accessories, industrial enclosures and system solutions.
• Interface ConceptprimaryChannel Partner/ Reseller/ DistributorSingle Board Computers 3U and 6U VPX, Ethernet Switches and Routers, High Speed Analog Front ends (FMC and XMC), FPGA Board Level Solutions, and other platforms including cPCI, VME and PMC/XMC.
• Alta DTprimaryChannel Partner/ Reseller/ DistributorLeader in avionics databus interfaces including MIL-STD-1553 and ARINC 429, with Ethernet, Thunderbolt, USB, mPCIe, PCIe, and XMC options, plus Alta View GUI software for bus analysis.
• LumistarprimaryChannel Partner/ Reseller/ DistributorWorld class supplier of full telemetry systems including high performance multi-band multi-mode RF receivers/combiners, RF telemetry receivers, tracking receivers, down converters, integrated receivers, demodulators, bit synchronizers, and portable telemetry systems.
• Moog ProtokraftprimaryChannel Partner/ Reseller/ DistributorRugged fiber optic media converters for harsh environments with D38999, TFOCA II and M28876 packaging, 10/100/1000Base-T Ethernet switches, optical transceivers, and video converters.
• Precision FiltersprimaryChannel Partner/ Reseller/ DistributorAnalog signal conditioning systems up to 256 channels, self-tests traceable to NIST, programmable filtering and amplifier systems, high density programmable signal switching systems for bridge, charge, IEPE, voltage, strain, thermocouple, RTD/potentiometer, and frequency transducers.
• SealevelprimaryChannel Partner/ Reseller/ DistributorAsynchronous and synchronous serial I/O interfaces, distributed remote analog and digital I/O, COM Express modules and embedded RISC computers, industrial computers and HMI computers, serial I/O expansion and converters.
• Xena NetworksprimaryChannel Partner/ Reseller/ DistributorEthernet traffic generation and analysis up to 400Gbps, stateful Ethernet traffic generation and analysis, Ethernet production line tester, network impairment emulator, and enterprise firewall performance tester.
• AJ's Power SourceprimaryChannel Partner/ Reseller/ DistributorRugged and military rated power supplies and UPS, intelligent power distribution units, frequency and power converters/conditioners, rack mount DC to AC inverters with extreme reliability and protection.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Arrow Electronics: Global broadline electronics distributor serving industrial, aerospace/defense, and communications markets with embedded computing, connectors, and power products. Overlaps with Sierra Sales' product categories but operates at vastly greater scale via catalog/online fulfillment rather than local field-engineer relationships.
• Future Electronics: World's third-largest broadline electronics distributor with significant aerospace/defense and industrial embedded computing exposure. Provides demand-creation and engineering support services that compete for the same OEM and program-manager relationships Sierra Sales targets.
• Mouser Electronics: Global authorized distributor of semiconductors and electronic components with a catalog spanning embedded, interconnect, and industrial product lines. Competes for design-engineer mindshare that Sierra Sales cultivates through field sales, particularly in rugged computing and communications adjacencies.
• Avnet: World's largest broadline electronics distributor with deep aerospace, defense, and industrial computing franchises. Competes indirectly with manufacturers' reps by offering design support, supply-chain services, and embedded solutions across geographies.
• Digi-Key Electronics: High-mix, low-volume electronics distributor carrying millions of components including embedded computing and interconnect products. Differs from Sierra Sales by serving engineers via e-commerce/catalog rather than commission-only field sales, but targets many of the same design engineers in defense and industrial accounts.

Others

• Curtiss-Wright Defense Solutions: Major defense electronics manufacturer supplying rugged embedded computing, network switches, and data acquisition systems to aerospace and ground-vehicle platforms. Competes with several of Sierra Sales' principals for design wins on the same programs.
• Mercury Systems: US-based manufacturer of mission-critical defense electronics including rugged servers, avionics databus interfaces, and secure processing. Sells some of the same end-applications Sierra Sales' principals address; a partner or competitor depending on which manufacturers' lines are involved.

Direct peers

• LA Sales: Southern California manufacturers' representative also co-founded by Lee Davis and Jim Bolek, covering adjacent territory with the same industrial/rugged computing and electronic packaging line card model. Effectively Sierra Sales' sister company and most direct operational peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/in/jimbolek

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Sierra Sales