What ElectroRep does

ElectroRep is a sales, marketing, and service firm founded in 1960 that operates as a manufacturer's representative agency for electrical equipment brands across California and Northern Nevada. The firm functions as the western division of Electris360, a consolidated rep group that also includes Fields Electrical Sales and RB Sales and collectively claims more than 200 years of combined industry experience. ElectroRep's customer base spans four primary segments — electrical distributors, contractors, engineers, and end-users — who engage the firm for product specification, technical consultation, and procurement support in industrial, lighting, utility, and contractor markets.

The company's core offering is outsourced sales representation on behalf of leading electrical manufacturers including Atkore, CMP, Halco Lighting, HellermannTyton, Southwire, Hammond Power Solutions, Harger TE Connectivity, Topaz, and Wesanco. Underlying its operations is a proprietary technology platform that the firm describes as combining digital tools with relationship-based local field sales. Beyond rep services, ElectroRep has contributed industry technical authority by developing a runway lighting circuit labeling standard adopted across U.S. airports.

ElectroRep earns revenue through commission-based manufacturer representation; pricing is negotiated directly between manufacturers and customers rather than publicly disclosed. The company is privately held as part of the Electris360 group, which itself sits within Forward Solutions. Its go-to-market relies on local field presence in its two-state territory, active affiliations with NEMRA, NAED, NECA, and MRERF, and referral networks through manufacturer partners. According to 2024 third-party research across U.S. manufacturers and distributors in electrical and adjacent channels, Electris360 was ranked the #1 recommended outsourced sales agency.

Name

ElectroRep

Legal name

ElectroRep

Website

https://electrorep.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

ElectroRep is a B2B manufacturers' representative agency selling leading electrical equipment brands to distributors, contractors, engineers, and end-users across California and Northern Nevada as the western division of Electris360.

Ownership category

akta.pro rank

Headquarters

HQ city

Sausalito

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Manufacturer Representation Services: ElectroRep acts as a manufacturer's representative, earning commissions from electrical equipment manufacturers for sales to distributors, contractors, engineers, and end-users in California and Northern Nevada territories.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

ElectroRep is a manufacturers' representative agency that sells electrical equipment on behalf of leading manufacturers to distributors, contractors, engineers, and end-users across California and Northern Nevada. Operating as a division of Electris360, the firm combines local field-sales relationships with a proprietary technology platform to drive specification, procurement, and channel sales for represented manufacturers.

Differentiator

Problem solved

Functional benefit

Products and services

• Electrical Manufacturer Representation Services

Quantifiable outcome

• New standard developed for runway lighting circuit labeling across U.S. airports

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

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core, primary and minor.

• Fields Electrical SalescoreStrategic or Co-development PartnerElectris360 division partner covering other regions, joined forces with ElectroRep to maximize collective strength under unified team approach. Together with RB Sales, these three agencies form the core Electris360 group providing national coverage.
• RB SalescoreStrategic or Co-development PartnerElectris360 division partner covering other regions, joined forces with ElectroRep to maximize collective strength under unified team approach. Together with Fields Electrical Sales, these three agencies form the core Electris360 group providing national coverage.
• Atkore Heritage PlasticsprimaryChannel Partner/ Reseller/ DistributorElectrical manufacturer represented by ElectroRep in California and Northern Nevada markets. Featured as a trusted manufacturer brand on the Electris360 platform.
• SouthwireprimaryChannel Partner/ Reseller/ DistributorLeading electrical wire and cable manufacturer represented by ElectroRep in California and Northern Nevada markets.
• Halco LightingprimaryChannel Partner/ Reseller/ DistributorLighting manufacturer represented by ElectroRep in California and Northern Nevada markets. Featured prominently on Electris360 manufacturer portfolio.
• HellermannTytonprimaryChannel Partner/ Reseller/ DistributorElectrical connection and cable management manufacturer represented by ElectroRep in California and Northern Nevada markets.
• Hammond Power SolutionsprimaryChannel Partner/ Reseller/ DistributorPower solutions manufacturer represented by ElectroRep in California and Northern Nevada markets.
• NEMRA (National Electrical Manufacturers Representatives Association)minorOthersIndustry trade association for electrical manufacturers' representatives. Electris360 maintains active membership and affiliation status.
• NAED (National Association of Electrical Distributors)minorOthersIndustry trade association for electrical distributors. Electris360 maintains active membership and affiliation status.
• NECA (National Electrical Contractors Association)minorOthersIndustry trade association for electrical contractors. Electris360 maintains active membership and affiliation status.
• MRERF (National Association of Electrical Manufacturers Representative Executives)minorOthersIndustry trade association for electrical manufacturers' representative executives. Electris360 maintains active membership and affiliation status.

Scale indicators3 records

Recent moves8 records

Expansion highlights4 records

Regional players

• Schaedler Yesco Distribution: Mid-Atlantic/Midwest regional electrical distributor with manufacturer-representation capabilities and contractor-, industrial-, and utility-customer focus mirroring ElectroRep's customer mix.
• Mayer Electric Supply: Privately held electrical distributor with deep southeastern US footprint and a sales force that performs manufacturer representation in parallel with distribution. Comparable in combining rep and channel-distribution functions in electrical.
• Crescent Electric Supply Company: Privately held electrical distributor with Upper Midwest concentration but multi-region presence, combining industrial/commercial distribution with manufacturer representation. Comparable in channel function and customer breadth.
• Border States Electric: Large employee-owned electrical distributor concentrated in the central and western US, combining distribution with sales-representation services for many of the same manufacturers ElectroRep represents. Most regionally overlapping comparable in California-adjacent geographies.

Broad incumbents

• WESCO International: One of the largest electrical and industrial distribution platforms in North America with broad manufacturer relationships, dedicated sales teams, and adjacent rep-like services. Comparable as a broad incumbent that overlaps with manufacturer-to-customer sales flows in the electrical channel.
• Sonepar: World's largest privately held electrical distributor with national field-sales teams serving contractors, industrial accounts, and utilities. Similar end-customer set to ElectroRep but a much broader distribution-led business model.
• Rexel Group: Global electrical distribution group with deep manufacturer partnerships and field-sales coverage spanning multiple regions. Operates in adjacent distribution/sales motion versus ElectroRep's pure rep model, but competes for mind-share at manufacturer and contractor accounts.

Direct peers

• Fields Electrical Sales: Sister division of ElectroRep under the Electris360 umbrella, operating the identical electrical manufacturers' rep agency model in a different geographic region. Closest comparable in business model, services offered, and end-customer mix.
• RB Sales: Third sister division of ElectroRep under Electris360, providing additional regional coverage and using the same shared technology platform, manufacturer-roster structure, and outsourced-sales business model. Direct peer in revenue model and customer segments.

Others

• NEMRA (National Electrical Manufacturers Representatives Association): Industry trade association representing independent electrical manufacturers' representative agencies in the US. Not a commercial peer but defines the competitive set, best-practice benchmarks, and industry recognition (the source of ElectroRep's #1 Recommended credential via Electris360).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 ElectroRep