Tri-Phase Automation

What Tri-Phase Automation does

Tri-Phase Automation is a privately held, regional industrial automation distributor founded in 1991 and headquartered in Pewaukee, Wisconsin. The company sells and integrates products from more than fifteen recognized automation OEMs across twelve categories — actuators, enclosures and panel products, industrial PCs and HMIs, machine control, motion control, pneumatics, positioning systems, robotics (including collaborative robots), safety, sensors, and vision/barcode systems — serving manufacturing customers in Wisconsin and Northern Illinois from offices in Pewaukee, Appleton, and Elgin. Its primary manufacturer partners include Mitsubishi Electric, Zebra, SICK, Festo, SCHUNK, Standard Bots, Kollmorgen, Pepperl+Fuchs, WAGO, Panasonic, Advantech, and Galil, among others.

Revenue is generated through three streams: one-time product distribution from line-card OEMs, value-added services (PLC and motion-control programming, engineering, electronic repair, CAD file provision, machine tending and palletizing integration), and custom control panel development and manufacturing through the wholly owned internal i-Tech division. Pricing is quote-based and not publicly disclosed. The company markets via its website, social channels, recurring training seminars (including the 'Hops & Bots' interactive demonstration series), and direct field sales, targeting ten end-market verticals including food and beverage, packaging, medical, plastics, paper, water/wastewater, alternative energy, mobile equipment, material handling, and printing.

Tri-Phase is privately financed with no disclosed parent company, outside institutional investors, or M&A activity. Operating footprint is limited to two U.S. states, headcount sits in the 11-50 range, and revenue figures are not publicly disclosed. The operating model is that of a long-tenured regional value-added distributor with an internal controls-engineering sub-brand.

Name

Tri-Phase Automation

Legal name

Tri-Phase Automation

Website

https://tri-phase.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Tri-Phase Automation is a privately held regional industrial automation distributor founded in 1991, headquartered in Pewaukee, Wisconsin, serving Wisconsin and Northern Illinois manufacturers with products from 15+ OEMs, value-added programming and engineering services, and the i-Tech custom control panel manufacturing division.

Ownership category

akta.pro rank

Product category

Industrial Automation Distribution

NAICS

Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), All Other Industrial Machinery Manufacturing (333248)

SIC

Wholesale-Industrial Machinery & Equipment (5084), Industrial Instruments For Measurement, Display, And Control (3823), Electrical Industrial Apparatus (3620)

akta.pro primary industry

Factory Automation & Control Systems (PLC/SCADA/DCS) (IMAIAMAA)

akta.pro secondary industries

Control System Integration & Engineering Services (Design, Commissioning, Retrofits) (IMAGABAK), Factory Automation Cells & Integrated Systems (Assembly, Welding, Painting Lines) (IMAHAHAL), Motion Control Components (Servos, Drives, Motors, Encoders) (IMAHAHAG), Industrial Automation Software (SCADA, HMI, MES, Historian) (IMAHAHAJ)

Keywords

• Industrial automation distribution
• Motion control systems
• Collaborative robots
• Machine vision integration
• Custom control panels

Headquarters

HQ city

Pewaukee

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Distribution: Revenue generated through distribution of automation products including actuators, enclosures, industrial PCs, HMIs, machine control, motion control, pneumatics, robotics, safety equipment, sensors, and vision systems from multiple manufacturer partners.
2. Value-Added Services: Services including programming (PLCs, motion control, vision systems, industrial modems, operator interfaces, industrial computers, I/O products), engineering, CAD files, electronic repairs, machine tending and palletizing.
3. Custom Control Panel Manufacturing: i-Tech division provides custom control panel development and manufacturing services for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Tri-Phase Automation is a regional value-added distributor of industrial automation products, including robotics, motion control, sensors, safety equipment, vision systems, machine control, pneumatics, and HMIs sourced from multiple manufacturers. The company complements distribution with engineering, programming, CAD file support, electronic repair services, and in-house custom control panel development and manufacturing through its i-Tech division. It serves manufacturing customers across Wisconsin and Northern Illinois from offices in Pewaukee (HQ), Appleton, and Elgin, IL.

Product overview

Tri-Phase Automation is a hi-tech automation distributor serving Wisconsin and Northern Illinois, offering a comprehensive portfolio of industrial automation products combined with value-add engineering and support services. The product offering spans twelve core product categories: Actuators, Enclosures & Panel Products, Industrial PC & HMI, Machine Control, Motion Control, Pneumatics, Positioning Systems/Gear Reducers/Couplings, Robotics (including Collaborative Robots and Standard Bots), Safety, Sensors, and Vision & Barcode Systems. These products are distributed alongside specialized service offerings including i-Tech (a sub-brand for custom control panel development and manufacturing), Automation Solutions of WI (a design-focused solutions provider), Programming Services (for PLCs, motion control, vision systems, and industrial computers), Engineering Services, CAD Files service, Electronic Repairs, and Customer Service support. The company positions itself as both a product distributor and automation solutions provider, supporting customers from component selection through implementation and after-sale support.

Differentiator

Problem solved

Functional benefit

Products and services

• Actuators Distribution of precision actuators for automated motion control applications in industrial settings, supplied to Wisconsin and Northern Illinois manufacturers.
• Enclosures & Panel Products Distribution of industrial enclosures and electrical panel components used to house and protect factory automation control systems.
• Industrial PC & HMI Distribution of industrial-grade personal computers and human-machine interface devices for factory automation control and visualization.
• Machine Control Distribution of complete machine control solutions used to automate industrial equipment and processes.
• Motion Control Distribution of motion control systems and components including drives, controllers, and motors for precise industrial movement applications.
• Pneumatics Distribution of pneumatic automation components including valves, cylinders, and air preparation equipment for industrial applications.
• Positioning Systems, Gear Reducers & Couplings Distribution of precision positioning systems, gear reducers, and mechanical couplings for transmission of motion in automation systems.
• Robotics (Collaborative Robots and Standard Bots) Distribution of collaborative robots and industrial robot systems, including Standard Bots cobots, designed to work safely alongside human operators for manufacturing automation tasks.
• Safety Equipment Distribution of industrial safety equipment including light curtains, safety scanners, and safety controllers for machine and operator protection.
• Sensors Distribution of industrial sensors including proximity, photoelectric, and measurement sensors used for automation detection and feedback.
• Vision & Barcode Systems Distribution of machine vision systems and barcode scanning solutions for inspection, identification, and quality control applications.
• i-Tech Custom Control Panel Development & Manufacturing In-house division of Tri-Phase Automation that designs, develops, and manufactures custom control panels to customer specifications as part of an automation solution.
• Automation Solutions of WI Design-focused automation solutions sub-brand offering creative, quality-driven automation design services to Wisconsin manufacturers.
• Programming Services Value-add programming services for PLCs, motion control systems, vision systems, industrial modems, operator interfaces, industrial computers, and I/O products supplied through Tri-Phase.
• Engineering Services Engineering support services that assist customers with control requirements and application support for automation projects.
• CAD Files Service Repository of CAD files and technical documentation for automation components from multiple manufacturer partners, available for download to support design and integration work.
• Electronic Repairs Repair services for electronic automation components and industrial control equipment to support installed bases and reduce customer downtime.
• Machine Tending and Palletizing Integration Robotic integration services for machine tending and palletizing applications, leveraging distributed robotics products to deliver end-of-line automation solutions.
• Customer Service Customer support services covering order management, RMA processing, and credit account handling for Tri-Phase Automation customers.

Segments10 records

Ideal customer profiles1 record

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 and minor.

• Mitsubishi ElectriccoreChannel Partner/ Reseller/ DistributorMitsubishi Electric is a major manufacturer partner providing automation products including motion control solutions. Tri-Phase distributes Mitsubishi Electric products and provides Economy Motion Solutions featuring their products.
• ZebracoreChannel Partner/ Reseller/ DistributorZebra provides industrial vision systems and barcode scanning technology. Tri-Phase offers training on Zebra Aurora Design Assistant software and distributes Zebra hardware and software solutions.
• SensoPartcoreChannel Partner/ Reseller/ DistributorSensoPart provides industrial vision sensors and systems. Tri-Phase offers training on SensoPart Visor programming and distributes SensoPart vision products.
• Standard BotscoreChannel Partner/ Reseller/ DistributorStandard Bots provides collaborative robots (cobots). Featured at Hops & Bots events with live cobot demonstrations.
• SICKcoreChannel Partner/ Reseller/ DistributorSICK provides sensors, machine vision, and safety systems. Products featured at Hops & Bots events including vision, light curtains, and safety scanners.
• FestocoreChannel Partner/ Reseller/ DistributorFesto provides pneumatic and electric automation technology including grippers for robotic applications. Products featured at Hops & Bots events.
• SCHUNKcoreChannel Partner/ Reseller/ DistributorSCHUNK provides grippers and end-of-arm tooling for collaborative robots. Products featured at Hops & Bots events demonstrating cobot applications.
• i-Tech (Internal Division)coreStrategic or Co-development Partneri-Tech is an internal division of Tri-Phase Automation that develops and manufactures control panels for customers, providing custom value-added solutions.
• Automation Solutions of WIminorChannel Partner/ Reseller/ DistributorRelated entity serving Wisconsin automation markets with design, creativity, quality and integrity in automation solutions.
• AdvantechminorChannel Partner/ Reseller/ DistributorListed in CAD files section as a manufacturer partner providing industrial computing products.
• GalilminorChannel Partner/ Reseller/ DistributorListed in CAD files section as a manufacturer partner providing motion controllers.
• KollmorgenminorChannel Partner/ Reseller/ DistributorListed in CAD files section as a manufacturer partner providing motion control solutions.
• WAGOminorChannel Partner/ Reseller/ DistributorListed in CAD files section as a manufacturer partner providing terminal blocks and connection technology.
• PanasonicminorChannel Partner/ Reseller/ DistributorListed in CAD files section as a manufacturer partner providing industrial automation products.
• Pepperl+FuchsminorChannel Partner/ Reseller/ DistributorListed in CAD files section as a manufacturer partner providing sensors and explosion protection equipment.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• AutomationDirect: AutomationDirect is a direct catalog/online distributor of industrial automation products (PLCs, sensors, motion, drives) at value pricing. It competes with Tri-Phase on SKU breadth and pricing, though Tri-Phase differentiates through local engineering and panel-building services that AutomationDirect does not offer.
• Allied Electronics & Automation: Allied Electronics & Automation (part of RS Group) distributes automation and control products from hundreds of manufacturers with technical support. It overlaps directly with Tri-Phase's multi-line distribution model but operates at national scale versus Tri-Phase's regional footprint.
• Applied Industrial Technologies: Applied Industrial Technologies distributes industrial products including bearings, power transmission, fluid power, and automation components with engineering services. It is comparable to Tri-Phase as a technical industrial distributor serving manufacturers, but at much larger scale.
• Kaman Automation: Kaman Automation is a regional industrial automation distributor offering sensors, motion control, and fluid power with engineering support. It is highly comparable to Tri-Phase as a multi-line regional automation distributor with value-added services.

Broad incumbents

• Grainger: W.W. Grainger is a broadline industrial MRO distributor with an extensive automation and controls category. It competes with Tri-Phase on commodity automation SKUs in Wisconsin but lacks Tri-Phase's regional, hands-on engineering and panel-building specialization.
• Festo: Festo is a global pneumatics and electric automation manufacturer that also sells direct to OEMs. As a Tri-Phase principal, Festo is a partial partner but also a competitor when it sells direct, making it a broad incumbent in the same space.
• Mitsubishi Electric Automation: Mitsubishi Electric Automation manufactures PLCs, motion control, and drives and maintains direct sales channels. It is Tri-Phase's marquee distribution partner but is also a broad incumbent that competes via direct sales for large accounts.
• Rexel: Rexel is a global electrical and automation distributor with U.S. operations serving industrial customers. It competes with Tri-Phase in industrial automation distribution but at national/international scale and with a broader electrical portfolio.

Regional players

• Horizon Solutions: Horizon Solutions is a regional industrial automation distributor operating primarily in the Northeast U.S. It is structurally similar to Tri-Phase — multi-vendor distributor with engineering services — but serves a different geography.

Others

• Rittal: Rittal manufactures industrial enclosures and is a major supplier of control panel hardware to panel builders. It is comparable to Tri-Phase as an adjacency in the control panel ecosystem and competes indirectly for panel-building value.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/tri_phase
• YouTubeyoutube.com/channel/UCztEij1zisE3NiZRA53cXEw
• Facebookfacebook.com/tri-phase-automation-138658736339971
• LinkedInlinkedin.com/company/tri-phase-automation

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Tri-Phase Automation