Electra Sales
Electra Sales is a 100% employee-owned manufacturers' representative agency, founded in 1977 and based in Irving, Texas, that sells electrical equipment on behalf of third-party manufacturers through wholesale distributors across Texas, Oklahoma, Arkansas, Tennessee, Mississippi, and NW Louisiana.
- Company typePrivate
- Founded1977
- HeadquartersIrving, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Electra Sales does
Electra Sales is a manufacturers' representative agency that sells electrical equipment and components on behalf of third-party manufacturers through electrical wholesale distributors. Founded in March 1977 by Bob Hamilton and Robert Saunders and headquartered in Irving, Texas, the company operates across a six-state territory covering Texas, Oklahoma, Arkansas, West Tennessee, North Mississippi, and Middle/East Tennessee, with regional offices in North Little Rock and Nashville. Its current co-presidents, Bob Easterlin and Jerry Slagle, have led the company since acquiring it in 2002; the North Texas division transitioned to 100% employee ownership in 2022. The represented portfolio spans wire and cable (Service Wire, Priority Wire, Cerrowire), flexible conduit (Electri-Flex Liquatite), connectors and fittings (NSI Industries Polaris), medium-voltage underground distribution equipment (Richards Manufacturing), HDPE boxes and vaults (Channell), lighting controls and contractor boxes (Intermatic), cable tray and strut systems (Haydon, Chalfant, Western Tube, ZI-Strut), and renewable energy and EV-charging products (breezEV, Solera, Lite the Nite, Light Efficient Design).
The company's GTM motion is sales-led, combining outside field sales representatives, inside sales teams, and customer service staff who call on distributor counter staff, buyers, and branch managers. It does not sell directly to end users. Electra Sales supports its principals with manufacturer factory training programs, hands-on product education, content marketing through its blog and social channels (LinkedIn, Instagram, Facebook, YouTube), and a Territory Visit program that brings manufacturers into the field. Two manufacturer relationships (Service Wire and Priority Wire) exceed 22 years, and several other principals have been represented for 20+ years.
Electra Sales generates revenue through commission-based manufacturer representation. It does not set retail pricing; pricing is determined by the manufacturers it represents, and Electra Sales earns a commission on distributor sell-through within its territory. Its primary customer segments are electrical wholesale distributors and the contractors and utilities they serve, with a secondary vertical push into AI and hyperscale data center developers in the DFW corridor and I-30 region. Headcount is in the 11-50 range, and the company operates no proprietary technology platform, app, or API.
Electra Sales firmographics
Firmographics- Name
- Electra Sales
- Legal name
- Electra Sales of North Texas, Inc.
- Website
- https://electrasales.net
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Electra Sales is a 100% employee-owned manufacturers' representative agency, founded in 1977 and based in Irving, Texas, that sells electrical equipment on behalf of third-party manufacturers through wholesale distributors across Texas, Oklahoma, Arkansas, Tennessee, Mississippi, and NW Louisiana.
- Ownership category
- akta.pro rank
Electra Sales industry classification
Industry- Product category
- Electrical Manufacturers' Representation Services
- NAICS
- Electrical Equipment, Appliance, and Component Manufacturing (335)
- SIC
- Wholesale-Electrical Appliances, Tv & Radio Sets (5064)
- akta.pro primary industry
- Lighting & Electrical Supplies for Home Distribution (CRAOAFAG)
- akta.pro secondary industry
- Home Improvement & DIY (Tools, Hardware, Paint) Distribution (CRAOAFAC)
Keywords
Where Electra Sales is headquartered
LocationHeadquarters
- HQ city
- Irving
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Electra Sales business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Manufacturer Representative Commissions: Electra Sales generates revenue through commission-based manufacturer representation. As a manufacturers' representative agency, the company earns commissions from the electrical equipment and supplies manufacturers they represent by driving sales through their distributor network across Texas, Oklahoma, Arkansas, Tennessee, and surrounding states.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Electra Sales product offering
Product offeringCore offering
Electra Sales is a manufacturers' representative agency that sells electrical equipment and supplies on behalf of multiple electrical manufacturers through a network of electrical wholesale distributors. The firm represents lines in wire and cable, flexible conduit, connectors, medium-voltage cable accessories, lighting controls, contractor boxes, cable management, rooftop supports, and EV/solar products, covering distributors and contractors across Texas, Oklahoma, Arkansas, Tennessee, Mississippi, and Louisiana.
Product overview
Electra Sales is an electrical industry sales representation agency operating across Texas, Oklahoma, Arkansas, Louisiana, Tennessee, and Mississippi. The company represents numerous iconic electrical equipment manufacturers, offering a comprehensive portfolio of wire and cable products (Service Wire, Priority Wire, Cerrowire), flexible conduit systems (Electri-Flex Liquatite), connectors and fittings (Polaris, NSI Industries), medium-voltage equipment (Richards Manufacturing), boxes and enclosures (Channell, Allied Moulded), lighting controls and automation (Intermatic), cable tray and strut systems (Haydon, Chalfant, Western Tube, ZI-Strut), and renewable energy solutions (breezEV, Solera, Lite the Nite). The company serves distributors, contractors, and utility customers throughout their six-state territory, focusing on creating exceptional value for manufacturers and extraordinary service for distributors.
Differentiator
Problem solved
Functional benefit
Products and services
- Polaris Compression Connectors (NSI Industries) Polaris Compression Connectors from NSI Industries, UL 486A/B listed for use with dieless and standard crimp tools including Milwaukee Tool, available up to 1000 MCM in copper and aluminum long-barrel styles for electrical contractors.
- Richards Manufacturing Medium-Voltage Cable Accessories Underground distribution equipment from Richards Manufacturing including medium-voltage cable terminations, splices, and network protector products for utility applications.
- Channell HDPE Boxes and Vaults HDPE Round and Rectangle Grade Level Boxes (Hand Holes) and In-Ground Vaults with Tier 22 Rating, manufactured in Texas and stocked in Irving for same-day pickup, 70% lighter than competition.
- NIGHTFOX ELC Fixed Mount Photocontrols (Intermatic) LED-specific photocontrols from Intermatic with 5- to 12-year warranty, compatible with LED, HID, and incandescent fixtures, operating across 105-305 VAC.
- Intermatic Lighting Contractor Boxes UL Approved field-ready contractor boxes in 3-Pole, 4-Pole, 8-Pole and 12-Pole configurations with pre-installed astronomic timeclock, USB backup, and 40A contactor, designed to streamline commercial lighting control installations and save 30+ minutes per installation.
- Service Wire Company Wire and Cable Wire and cable products from Service Wire Company including Type MC armored cable delivering 50-70% labor and material savings, ServicePLEX factory-twisted conductors, and color-coded cables for phase identification.
- Priority Wire & Cable Products Wire and cable solutions from Priority Wire & Cable including Priority-Plex twisted cable products for easier pulling and labor savings in XHHW-2 applications.
- Cerrowire MC Cable Type MC armored cable with innovative Armor Color Coding System for quick circuit identification, available in two-, three-, or four-circuit THHN/THWN configurations.
- breezEV EV Charging Products EV charging pedestals manufactured in Irving, Texas, designed to endure harsh weather conditions for residential and commercial charging applications.
- Solera Hybrid Solar / Line-Voltage Area Lights Hybrid area lights combining solar and line-voltage power, including 30W and 50W models for outdoor illumination applications.
- Haydon H-Block Rooftop Support Systems LEED certifiable rooftop support systems from Haydon made from 100% post-consumer recycled materials, compliant with American Reinvestment Recovery Act and Buy American Act.
- Haydon H-Strut Metal Framing Systems UL listed, 100% domestically manufactured metal framing systems for supporting sprinkler systems, electrical conduit, mezzanines, walkways, and OEM applications.
- Chalfant Cable Tray Systems Ladder tray and RKS-Magic cable trough systems from Chalfant including screwless connectors for fast installation, walkable tray options, and various materials and configurations.
- HellermannTyton Wire Management Solutions Cable management solutions from HellermannTyton including Torque Tube Ratchet P-Clamps, Quick2Clamp cable clamps, and solar labeling products with seven-year warranty.
- Light Efficient Design TAA Flat Panel TAA-compliant LED flat panel from Light Efficient Design with slim design, switchable 3 wattages and 3 CCTs, field-installable lighting controls, and emergency battery backup options.
- Lite the Nite Renewable Universal Power Supply Solar-powered renewable universal power supply featuring a 50W solar panel, 300W battery, 9' cable, and expandable bracket for landscape lighting, signage, and irrigation applications.
Quantifiable outcome
- Contractors report 50-70% combined labor and material savings using Service Wire Type MC armored cable versus traditional methods
- +1 more outcomes
Companies that use Electra Sales
Customer profileSegments4 records
Ideal customer profiles3 records
Electra Sales technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Electra Sales partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Zekelman Industries (Western Tube & Conduit, Picoma, ZI-Strut)coreRandy Barrett joined from Zekelman Industries where he served as South Central Regional Manager. Zekelman brands include Western Tube & Conduit, Picoma, and ZI-Strut. Electra Sales represents these products in their territory.
- Channell CorporationcoreChannell Corporation manufactures HDPE Round and Rectangle Grade Level Boxes (Hand Holes), In-Ground Vaults with Tier 22 Rating. Products are manufactured in Texas and stocked in Irving for same-day pickup. Products are 70% lighter than competition.
- NSI IndustriescoreElectra Sales represents NSI Industries (Polaris Compression Connectors) across Arkansas and Tennessee. Polaris connectors are UL 486A/B listed for compatibility with dieless and standard crimp tools including Milwaukee Tool.
- Richards ManufacturingcoreRichards Manufacturing is a leader in underground distribution equipment for over 70 years, specializing in medium-voltage cable accessories and network protector products. Electra Sales team receives factory training at their Irvington, NJ headquarters.
- Electri-FlexcoreElectri-Flex Company manufactures Liquatite flexible electrical conduit with nearly 50 varieties. Electra Sales represents the line across Texas and Oklahoma. Products are American-made and BABA compliant.
- IntermaticcoreIntermatic manufactures lighting controls, photocontrols, and contractor boxes. Electra Sales represents Intermatic in North Texas and Oklahoma, featuring products like NIGHTFOX photocontrols and expanded Contractor Box offerings.
- Priority Wire & CablecorePriority Wire & Cable is a wire and cable manufacturer. Electra Sales celebrates 22 years of partnership. Products include Priority-Plex factory-twisted conductors and wire solutions for solar applications.
- Service Wire CompanycoreService Wire Company manufactures wire and cable including Type MC armored cable and ServicePLEX. Electra Sales represents Service Wire in North Texas and Oklahoma with 22+ year relationship. MC cable offers 50-70% labor and material savings.
- Light Efficient DesigncoreLight Efficient Design (LED lighting manufacturer) represented by Electra Sales in Texas, Arkansas, and Oklahoma. Products include TAA Flat Panel for government applications, hybrid solar/line-voltage area lights, and breezEV EV charging pedestals.
- CerrowirecoreCerrowire manufactures MC cable with innovative Armor Color Coding System for quick circuit identification. Electra Sales represents Cerrowire in North Texas and Oklahoma.
- breezEVminorbreezEV manufactures EV charging pedestals designed to endure all weather conditions. Available to Electra Sales of North Texas customers.
- Haydon CorporationcoreHaydon manufactures H-Block Rooftop Support Systems and H-Strut Metal Framing Systems. Products are 100% domestically manufactured and UL Listed. Available to Electra Sales of North Texas, Arkansas, and Tennessee customers.
- Chalfant ManufacturingminorChalfant manufactures cable ladder tray, RKS-Magic cable trough systems, and walkable cable tray systems. Available to Electra Sales of Tennessee customers.
- LittelfuseminorLittelfuse provides protection solutions for solar, wind, and battery storage systems. Available through Electra Sales for renewable energy applications.
Scale indicators4 records
Recent moves12 records
Expansion highlights5 records
Electra Sales competitors and assessment
Company assessmentDirect peers
- The Reynolds Company: Established Texas-based manufacturers' representative agency serving electrical distributors and contractors across the South Central US with overlapping territory and similar manufacturer representation model. Direct competitor for electrical manufacturer principal relationships.
- C&C Sales Inc. Electrical manufacturers' representative agency operating in Texas and surrounding states with a similar commission-based model representing wire, cable, lighting, and electrical equipment manufacturers to distributors.
- ITC Electrical Sales: Regional electrical manufacturers' representative agency with comparable business model, serving electrical distributors with manufacturer product representation across multiple US regions.
Emerging players
- Power Source Group: Smaller electrical rep agency with overlapping product categories and target customers; comparable business model but smaller scale and more limited geographic reach than Electra Sales.
Broad incumbents
- Warshauer Electric Supply: Larger established electrical distribution and rep agency operating across multiple US regions. Overlaps with Electra Sales in serving electrical distributors and representing manufacturers, but operates a broader portfolio including direct distribution.
Others
- NEMRA (National Electrical Manufacturers Representatives Association): Industry trade association of which Electra Sales is a member. Represents the broader ecosystem of independent manufacturers' rep agencies serving the electrical industry and provides peer benchmarking context.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Electra Sales social profiles
Digital presenceElectra Sales financial estimates
Financial estimateRevenue estimate
Valuation estimate
Electra Sales leadership team
Management profileNumber of profiles
Profiles12 records
Electra Sales funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Electra Sales 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 Electra Sales
What does Electra Sales do?
Electra Sales is a manufacturers' representative agency that sells electrical equipment and supplies on behalf of multiple electrical manufacturers through a network of electrical wholesale distributors. The firm represents lines in wire and cable, flexible conduit, connectors, medium-voltage cable accessories, lighting controls, contractor boxes, cable management, rooftop supports, and EV/solar products, covering distributors and contractors across Texas, Oklahoma, Arkansas, Tennessee, Mississippi, and Louisiana.
Is Electra Sales a public or private company?
Electra Sales is a private company. It is classified as management employee owned and is currently operating.
When was Electra Sales founded?
Electra Sales was founded in 1977. It employs 11 to 50 people.
Where is Electra Sales based?
Electra Sales is headquartered in Irving, United States, in the North America region.
How does Electra Sales make money?
One revenue line is on record: manufacturer Representative Commissions.
Who are Electra Sales's main competitors?
Direct peers on record are The Reynolds Company, C&C Sales Inc. and ITC Electrical Sales. Power Source Group is listed as an emerging player. Warshauer Electric Supply is listed as a broad incumbent. NEMRA (National Electrical Manufacturers Representatives Association) is listed as an others.
Does Electra Sales have an API?
No public API is recorded for Electra Sales.
What industry is Electra Sales in?
Electra Sales's product category is Electrical Manufacturers' Representation Services. Its primary akta.pro industry code is CRAOAFAG, Lighting & Electrical Supplies for Home Distribution, with a secondary code of CRAOAFAC, Home Improvement & DIY (Tools, Hardware, Paint) Distribution. Its NAICS code is 335 and its SIC code is 5064.