Pacific Automation
Pacific Automation is a family-owned Australian industrial automation distributor founded in 1969, supplying sensors, motor controls, hazardous area equipment, and proprietary conveyor safety products to mining, food and beverage, manufacturing, and energy customers across Australia via e-commerce and direct technical sales.
- Company typePrivate
- Founded1969
- HeadquartersPerth, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Pacific Automation does
Pacific Automation is a family-owned Australian industrial automation distributor founded in 1969 and headquartered in Jandakot, Western Australia. The company distributes a broad portfolio of electrical and automation products — sensors, motor controls, PLCs and HMIs, industrial networking, IECEx-certified hazardous area equipment, LED lighting, and heat trace systems — sourced from 25+ international brand partners including Advantech, Balluff, Bernstein, Danfoss, Kubler, Leuze, Microsonic, Raytec, Thermon, Weidmuller, and Werma. It supplements third-party distribution with two proprietary lines: the Smart Series conveyor safety sub-brand (compliant with AS/NZS 4024.3610:2015) and the Australian-manufactured 2iB SC10 Pump Snore Controller for underground dewatering.
The business operates a hybrid go-to-market combining self-serve e-commerce (public catalog with unit pricing, live chat, free shipping over AUD 100) with a direct technical sales force covering Sydney, Melbourne, Brisbane, and Perth, plus trade accounts offering 30-day nett credit terms. Revenue is generated through one-time product sales, quote-based custom and configured solutions, and technical support services. The customer base spans mining and bulk handling, food and beverage processing, general industrial manufacturing, oil/gas/petrochemical, and energy and power generation, with enterprise customers in both Australia and Papua New Guinea. A 2026 strategic partnership with Advantech and Qonnect adds AI-driven predictive maintenance capabilities targeting both the Australian and ASEAN markets.
Pacific Automation firmographics
Firmographics- Name
- Pacific Automation
- Legal name
- Pacific Automation
- Website
- https://pacificautomation.com.au
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pacific Automation is a family-owned Australian industrial automation distributor founded in 1969, supplying sensors, motor controls, hazardous area equipment, and proprietary conveyor safety products to mining, food and beverage, manufacturing, and energy customers across Australia via e-commerce and direct technical sales.
- Ownership category
- akta.pro rank
Pacific Automation industry classification
Industry- Product category
- Industrial Automation Equipment
- NAICS
- Relay and Industrial Control Manufacturing (335314), Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)
- SIC
- Wholesale-Industrial Machinery & Equipment (5084), Electronic & Other Electrical Equipment (No Computer Equip) (3600), General Industrial Machinery & Equipment, Nec (3569)
- akta.pro primary industry
- Industrial Controllers & Control Systems (PLCs, PACs, CNC Controllers) (IMAHAHAH)
- akta.pro secondary industries
- Motion & Machine Control (CNC, Robotics Controllers, Servo/Motion Controllers) (IMAGABAG), Industrial Control Cabinets & Power Distribution (Panels, Switchgear for Automation) (IMAHAHAK)
Keywords
Where Pacific Automation is headquartered
LocationHeadquarters
- HQ city
- Perth
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Pacific Automation business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: One-time sale of industrial automation components and equipment including sensors, motor controls, industrial IT products, hazardous area equipment, and industrial lighting. Products sourced from multiple international brand partners.
- Technical Solutions & Support: Technical sales support, product selection assistance, and custom solution specification for industrial automation projects.
- Custom/Configured Solutions: Delivery of customised solutions for specific project requirements including custom cable configurations, heat trace systems, and hazardous area equipment packages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with volume discounts |
| Other | Multi-year contract | Quote-based pricing for complex/custom solutions |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Pacific Automation product offering
Product offeringCore offering
Pacific Automation distributes and supplies industrial automation, electrical, and lighting products to industrial operators across Australia. The portfolio spans motor controls (variable speed drives, soft starters), sensors (proximity, photoelectric, ultrasonic, pressure), industrial IT (remote I/O, wireless, industrial Ethernet), hazardous area equipment (IECEx-certified cable glands, lighting, enclosures), and industrial LED lighting. The company also offers proprietary solutions including Smart Series conveyor safety products and the Australian-manufactured 2iB SC10 pump controller, supported by in-house technical sales staff.
Product overview
Pacific Automation is a distributor of industrial automation and electrical products established in 1969, operating as part of a family-owned Australian company. The company offers a comprehensive portfolio organized into five main product categories: Control and Automation (motor control, sensors, switches, PLCs), Hazardous Area Equipment (IECEx-certified cable glands, lighting, enclosures), Industrial Electrical (connectors, power supplies, relays), Industrial IT (industrial computing, networking, wireless solutions), and Industrial Lighting (LED solutions). The company distributes products from over 20 brand partners including Advantech, Balluff, Bernstein, Danfoss, Kubler, Leuze, Microsonic, Raytec, Thermon, VACON, Weidmuller, and Werma. Additionally, Pacific Automation offers proprietary solutions including the Smart Series conveyor safety line (exclusive brand) and the 2iB SC10 pump controller. The Remote I/O and Wireless Sensors sub-category enables PLC/SCADA/cloud connectivity through Advantech WISE/ADAM modules and Weidmuller u-remote systems. Technical support, custom solutions, and on-site assistance are provided through offices in Sydney, Melbourne, Brisbane, and Perth.
Differentiator
Problem solved
Functional benefit
Brands
- Smart Series: Smart Series delivers safety, protection and monitoring solutions for conveyor systems in mining and heavy industry. Designed to reduce risk and improve reliability, all products comply with AS/NZS 4024.3610:2015 and are built for harsh industrial conditions. Developed from over 20 years of engineering experience in conveyor safety, Smart Series is exclusively available through Pacific Automation.
Products and services
- Control and Automation Products Comprehensive range of industrial control and automation products including motor control (soft starters, variable speed drives such as Danfoss VLT/VACON), process control and monitoring (PLCs, HMIs, temperature controls), sensors and connectivity (proximity, photoelectric, ultrasonic sensors from Balluff, Microsonic, Leuze), signal and indicator devices, and switches (foot, limit, safety, rotary, selector). Sold to industrial operators across Australia via e-commerce and direct sales.
- Hazardous Area Equipment IECEx-certified equipment for explosive atmospheres including hazardous area cable glands, enclosures and junction boxes, control stations, hazardous area lighting (LED flood lights, batten lights, bulkhead lights), and portable ventilation and power distribution equipment. Sold to oil and gas, petrochemical, mining, and other operators with hazardous area requirements.
- Industrial Electrical Products Connectors and terminals (including mining plugs and receptacles), installation and preparation tools, power distribution and monitoring equipment (circuit protection, power supplies, transformers, electrical monitoring systems), printing and marking tools, and relays and signal conditioning products.
- Industrial IT Solutions Industrial computing solutions including displays, HMIs and accessories, industrial networking (industrial Ethernet switches, device servers and gateways, media conversion and USB devices, wireless and cellular devices) for IIoT connectivity. Includes Advantech WISE/ADAM remote I/O and wireless sensor modules for PLC/SCADA/cloud integration.
- Industrial Lighting LED lighting solutions for industrial environments including batten lights, cabinet lighting, conveyor lights, flood lights, and lighting accessories.
- Smart Series Conveyor Safety Proprietary conveyor safety product line exclusively available through Pacific Automation, including emergency pull wire switches, belt rip detectors, spillage detectors, belt drift switches, and accessories. Compliant with AS/NZS 4024.3610:2015 for Australian mining and bulk handling operations. Developed from over 20 years of engineering experience in conveyor safety.
- 2iB SC10 Pump Snore Controller Australian-manufactured pump controller designed to protect dewatering pumps in underground mining environments. Features an adaptive snore control algorithm that automatically calculates optimal run/pause durations based on recent pump activity to prevent dry-running and reduce maintenance costs.
- Heat Trace and Heating Systems Thermon electric heat tracing systems, tubing bundles, immersion heaters, circulation heaters, and control/monitoring systems for process temperature maintenance, frost protection, and tank heating in industrial applications.
Quantifiable outcome
- Reduced downtime and maintenance costs through predictive maintenance solutions
- +3 more outcomes
Companies that use Pacific Automation
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles5 records
Pacific Automation technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Pacific Automation partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Advantech and QonnectcorePacific Automation, alongside Qonnect, signed a strategic partnership to expand AI-driven predictive maintenance across ASEAN and Australia. This partnership leverages Advantech's industrial hardware and Qonnect's AI capabilities to provide predictive maintenance solutions for industrial operations.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Pacific Automation competitors and assessment
Company assessmentDirect peers
- Festo Australia: Australian arm of Festo, focused on pneumatic and electrical automation components (sensors, motion control, valves) sold to industrial customers. Direct overlap with Pacific Automation's sensor, motor control, and industrial IT categories.
- NHP Electrical Engineering Products: Australia/NZ-based specialist industrial electrical and automation distributor with a comparable multi-brand product portfolio (motor control, sensors, hazardous area, industrial IT) and similar trade account model. Closest direct peer in the Australian market.
- Pilz Australia: Industrial safety and conveyor/machinery safety specialist with strong presence in Australian mining. Direct competitor in conveyor safety (Pacific Automation's Smart Series competes with Pilz's safety portfolio) and in functional safety solutions.
Broad incumbents
- Siemens Australia: Major industrial automation OEM with deep Australian operations covering PLCs, drives, industrial networking, and safety systems. Competes across Pacific Automation's Control & Automation and Industrial IT categories.
- Rockwell Automation Australia: Global industrial automation incumbent (Allen-Bradley) with Australian presence focused on PLCs, drives, and IIoT. Competes with Pacific Automation's control systems and remote I/O product categories.
- Schneider Electric Australia: Global automation and electrical distribution major with a full Australian catalog covering motor control, PLCs, sensors, and hazardous area. Competes with Pacific Automation across all five product categories but at far greater scale and via direct enterprise sales.
- Omron Industrial Automation Australia: Global automation and sensing supplier with Australian subsidiary offering sensors, safety, motion, and control products. Direct overlap with Pacific Automation's sensor and motion control offerings.
- ABB Australia: Global industrial automation and electrification incumbent with a substantial Australian presence spanning drives, motors, PLCs, and hazardous area products. Overlaps significantly with Pacific Automation's motor control and hazardous area lighting portfolios.
- Eaton Industries (Australia): Global power management and industrial electrical equipment manufacturer with Australian distribution. Overlaps with Pacific Automation's power distribution, relays, and hazardous area equipment categories.
Emerging players
- element14 / RS Components (Australia): Broadline industrial and electronics distributor serving Australian customers with high-velocity e-commerce and broad catalog. Competes for SMB/individual buyers and commoditised lines where price and stock availability dominate over technical advisory.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Pacific Automation social profiles
Digital presencePacific Automation compliance and trust
Trust signalCompliance10 records
Pacific Automation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pacific Automation leadership team
Management profileNumber of profiles
Pacific Automation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pacific Automation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pacific Automation
What does Pacific Automation do?
Pacific Automation distributes and supplies industrial automation, electrical, and lighting products to industrial operators across Australia. The portfolio spans motor controls (variable speed drives, soft starters), sensors (proximity, photoelectric, ultrasonic, pressure), industrial IT (remote I/O, wireless, industrial Ethernet), hazardous area equipment (IECEx-certified cable glands, lighting, enclosures), and industrial LED lighting. The company also offers proprietary solutions including Smart Series conveyor safety products and the Australian-manufactured 2iB SC10 pump controller, supported by in-house technical sales staff.
Is Pacific Automation a public or private company?
Pacific Automation is a private company. It is classified as family owned and is currently operating.
When was Pacific Automation founded?
Pacific Automation was founded in 1969. It employs 11 to 50 people.
Where is Pacific Automation based?
Pacific Automation is headquartered in Perth, Australia, in the Oceania region.
How does Pacific Automation make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are technical Solutions & Support and custom/Configured Solutions.
Who are Pacific Automation's main competitors?
Direct peers on record are Festo Australia, NHP Electrical Engineering Products and Pilz Australia. Broad incumbents are Siemens Australia, Rockwell Automation Australia, Schneider Electric Australia, Omron Industrial Automation Australia, ABB Australia and Eaton Industries (Australia). element14 / RS Components (Australia) is listed as an emerging player.
Does Pacific Automation have an API?
No public API is recorded for Pacific Automation.
What industry is Pacific Automation in?
Pacific Automation's product category is Industrial Automation Equipment. Its primary akta.pro industry code is IMAHAHAH, Industrial Controllers & Control Systems (PLCs, PACs, CNC Controllers), with a secondary code of IMAGABAG, Motion & Machine Control (CNC, Robotics Controllers, Servo/Motion Controllers). Its NAICS code is 335314 and its SIC code is 5084.