LRI Automacao Industrial

What LRI Automacao Industrial does

LRI Automacao Industrial is a Brazilian industrial automation distributor and e-commerce operator founded in 1992, legally organized as the sole proprietorship Leandro Roisenberg FI (CNPJ 94.574.647/0005-02). The company distributes power electronics, data communication, industrial computing, data acquisition, and machine automation components through its own B2B storefront at lri.com.br, carrying over 1,000 SKUs primarily sourced from international OEMs including Mean Well (700+ products), PULS (175 products), Moxa, ICP DAS, AAEON, NK Technologies, Oring, Ebyte, MCC, and Geya. Its catalog spans AC/DC power supplies, LED drivers, DIN rail power supplies, DC/DC converters, DC/AC inverters (modified and pure sine wave), protection/redundancy modules, medical-certified and hazardous-area (ATEX/IECEx) power supplies, UPS modules, variable frequency drives, battery chargers, industrial Ethernet switches (manageable, non-manageable, PoE, IEC 61850-3, EN50155), industrial wireless modules (WLAN, ZigBee, LoRa, NB-IoT), Fieldbus/Modbus gateways, embedded PCs, industrial tablets, signal conditioners, PAC controllers, and motion/EtherCAT solutions. Alongside distribution, LRI has built a proprietary product line under its own LRI brand, including LRI-PS DIN rail switched-mode power supplies, the LRI-SW-8G unmanaged Gigabit industrial Ethernet switch, LRI48-600-127T2-V3 pure sine wave inverters, and LRI wall-mount AC/DC adapters.

The business model is hardware product sales through direct B2B e-commerce, with publicly listed unit pricing in Brazilian Reais (R$14.85 to R$6,121.34), payment options including credit card installments, PIX (with ~5% discount), and bank slip (boleto), and a mix of immediate-shipment and 45-day-lead-time SKUs. The company serves a horizontal industrial automation customer base across machine control, industrial lighting, data acquisition and monitoring, industrial networking, and manufacturing power use cases, with headquarters in Porto Alegre and a secondary sales office in São Paulo. Distribution channels are domestic-only (Brazil), with no evidence of exports or international offices, and the company has begun to layer in a custom-project / engineered-solutions channel through a dedicated projets.lri.com.br site alongside its catalog storefront. Certifications on distributed and own-brand products include Medical (2x MOPP), ATEX, ATEX/IECEx, EN50155 (railway), DNV Maritime, RoHS, NEC Class 2, and DeviceNet, and the company holds an E-bit e-commerce trust rating. There is no disclosed revenue, no external funding, and no M&A activity; LRI operates as a founder-owned small distributor with no externally reported management team.

Name

LRI Automacao Industrial

Legal name

Leandro Roisenberg FI

Website

https://lri.com.br

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

LRI Automacao Industrial is a Brazilian B2B e-commerce distributor founded in 1992 that sells industrial automation components — power supplies, converters, inverters, industrial networking, data acquisition and machine control products — primarily to industrial customers across Brazil, distributing international brands such as Mean Well and PULS alongside its own LRI-branded product line.

Ownership category

akta.pro rank

Product category

Industrial Automation Components

NAICS

Relay and Industrial Control Manufacturing (335314), Other Measuring and Controlling Device Manufacturing (334519)

SIC

Wholesale-Industrial Machinery & Equipment (5084), Electronic & Other Electrical Equipment (No Computer Equip) (3600), Wholesale-Electronic Parts & Equipment, Nec (5065)

akta.pro primary industry

Industrial Control Cabinets & Power Distribution (Panels, Switchgear for Automation) (IMAHAHAK)

akta.pro secondary industries

Process Control & Automation Electronics Manufacturing Services (PLCs, I/O, DCS/SCADA hardware) (IMAGAGAK), Industrial I/O, Signal Conditioning & Remote Terminal Units (RTUs) (IMAGABAD)

Keywords

• Industrial automation components
• Industrial power supplies
• Industrial communication modules
• Data acquisition hardware
• Machine automation control

Headquarters

HQ city

Itajaí

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Product Sales: LRI generates revenue through the sale of industrial automation hardware products including power supplies, converters, inverters, data communication modules, industrial computers, and related components. The company operates an e-commerce platform enabling direct B2B sales with pricing in Brazilian Reais (R$). Products are sold with various payment options including credit card (installments), PIX, and bank slip. The business model includes both proprietary LRI-branded products and distribution of third-party branded products from partner manufacturers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

LRI Automacao Industrial distributes and sells industrial automation components through a Brazilian B2B e-commerce platform, including AC/DC power supplies, DC/DC converters, DC/AC inverters, LED drivers, DIN-rail power supplies, battery chargers, variable frequency drives (VFDs), protection/redundancy modules, UPS modules, and medical-grade power supplies. The portfolio also covers industrial communication (Ethernet switches, wireless, Fieldbus/Modbus, IIoT controllers), industrial computers, data acquisition modules, and machine automation control. LRI manufactures its own-branded product line (LRI-PS power supplies, LRI-SW-8G Ethernet switch, LRI DC/AC inverters, LRI wall-mount adapters) alongside the distributed brands MeanWell, PULS, Moxa, ICP DAS, AAEON, and others.

Product overview

LRI Automação Industrial is a Brazilian industrial automation company that operates as a distributor and integrator of industrial automation products. The company offers a comprehensive portfolio organized into main product categories: (1) Industrial Power Supplies including AC/DC power supplies, LED drivers, DIN rail mounts, DC/DC converters, DC/AC inverters, protection/redundancy modules, medical-certified power supplies, UPS modules, VFDs, and battery chargers (primarily from MeanWell and Puls brands); (2) Data Communication solutions including industrial wireless (WLAN, ZigBee, Cellular, Bluetooth, LoRa/NB-IoT), Ethernet switches, Fieldbus/Modbus solutions, and IIoT controllers; (3) Industrial Computers including embedded PCs, tablets, and RISC platforms; (4) Data Acquisition modules including remote I/O, signal conditioners, DAQ cards, and PAC controllers; and (5) Machine Automation solutions including motion control and EtherCAT. The company also sells products under its own LRI brand including power supplies, Ethernet switches, DC/AC inverters, and adapters. The product architecture is a multi-brand distribution model with the company's own branded products complementing international brands like MeanWell, Puls, Moxa, ICP Das, AAEON, and others.

Differentiator

Problem solved

Functional benefit

Brands

• LRI: Company's own brand of industrial power supplies including LRI-PS6548, LRI-PS6524, LRI-PS2424, LRI-PS2412, and LRI-SW-8G industrial Ethernet switch

Products and services

• AC/DC Power Supplies (Fontes AC/DC) AC/DC power supplies from MeanWell and Puls brands, ranging from compact desktop adapters to high-power industrial units with certifications (medical, ATEX, EN50155, DNV maritime) for industrial automation, machine control, and medical equipment applications.
• LED Drivers (Drivers de LED) LED power drivers (constant voltage and constant current models) from MeanWell, with power ranges from 16W to 320W, intended for industrial lighting applications.
• DIN Rail Mounted Power Supplies Power supplies designed for DIN rail mounting in control panels, including single-phase and three-phase models from MeanWell and Puls.
• DC/DC Converters (Conversores DC/DC) DC to DC converters including encapsulated, cased, caseless, on-board, and DIN rail mounted modules for industrial applications.
• DC/AC Inverters (Inversores DC/AC) DC to AC inverters with modified sine wave and pure sine wave options for various power requirements in industrial settings.
• Protection and Redundancy Modules Protection modules and redundancy modules (including DIN-rail variants) for ensuring continuous power supply in critical industrial applications.
• Medical-Certified Power Supplies Power supplies with medical certifications (2x MOPP) for medical equipment applications, including MPS, MSP, MPM, and RPS series.
• UPS Modules UPS modules with battery backup functionality for uninterruptible power supply applications.
• Variable Frequency Drives - AC/AC (VFD) Variable frequency drives for motor speed control in industrial applications.
• Battery Chargers (Carregadores de Bateria) Industrial battery chargers including smart NFC-enabled chargers and multi-stage chargers for lead-acid and lithium batteries.
• Industrial Wireless Communication Modules Industrial wireless communication modules including WLAN, ZigBee, Cellular, Bluetooth, LoRa/GPS/RF/NB-IoT, and antennas for IIoT connectivity.
• Industrial Ethernet Switches Industrial Ethernet switches including manageable, non-manageable, PoE, IEC 61850-3, EN50155, and real-time redundant switches for industrial networking.
• Fieldbus/Modbus Solutions Fieldbus and Modbus solutions including converters, repeaters, bridges, gateways, PAC/uPAC, and data loggers.
• Industrial Computers Industrial computers including embedded PCs (PC BOX Entry, Ultra-slim, Expansion, DIN rail), tablet PCs, RISC platforms, backplanes, motherboards, and peripherals.
• Data Acquisition Modules Data acquisition modules including remote I/O modules (Ethernet, RS-485, ZigBee, Fieldbus), PC cards, signal conditioners, USB/Ethernet DAQ, data loggers, energy meters, and PAC controllers.
• Machine Automation and Control Solutions Machine automation solutions including Motinnet (PC cards, motion modules, I/O modules, HUB modules) and EtherCAT control for machine builders and system integrators.
• LRI-SW-8G Industrial Ethernet Switch LRI's own-brand industrial non-manageable Gigabit Ethernet switch with 8 RJ45 ports for DIN rail mounting.
• LRI-PS Series Power Supplies LRI's own-brand industrial switched-mode power supplies for DIN rail mounting, including LRI-PS6548 (65W 48V), LRI-PS6524 (65W 24V), LRI-PS2424 (24W 24V), and LRI-PS2412 (24W 12V) models.
• LRI DC/AC Inverters LRI's own-brand industrial DC/AC inverters including the LRI48-600-127T2-V3 (600W, 48Vdc to 127Vac pure sine wave output).
• LRI Wall-Mount AC/DC Adapters LRI's own-brand AC/DC wall-mount power adapters including LRI-12-03 (12V 3A), LRI-12-02 (12V 2A), and LRI-12-01 (12V 1A) models.
• 1-Wire Sensors and Modbus RTU Modules 1-Wire and Modbus RTU sensor/data acquisition modules, including the TSA200 current loop transmitter, TSP200 barometric pressure sensor, TST320 two-channel thermocouple module, and TDI340 pulse counter.
• Projetos Especiais (Custom Industrial Projects) Dedicated custom engineering service for tailored industrial automation configurations and special industrial projects, accessed via the Projetos Especiais portal (projetos.lri.com.br).

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Mean WellcoreChannel Partner/ Reseller/ DistributorMean Well is a major brand distributed by LRI, with over 700 products available in their catalog including AC/DC power supplies, DC/DC converters, LED drivers, battery chargers, and industrial power supplies ranging from 5W to 10,000W.
• PULScoreChannel Partner/ Reseller/ DistributorPULS is a premium brand partner offering high-efficiency industrial power supplies with 175 products available through LRI, including DIN rail power supplies and 3-phase industrial power solutions.
• MoxacoreChannel Partner/ Reseller/ DistributorMoxa provides industrial networking and communication solutions distributed by LRI including industrial Ethernet switches, serial converters, and IIoT controllers.
• ICP DascoreChannel Partner/ Reseller/ DistributorICP DAS offers data acquisition modules, PAC controllers, and distributed I/O solutions distributed by LRI in Brazil.
• AAEONminorChannel Partner/ Reseller/ DistributorAAEON provides embedded industrial computers and IoT solutions distributed by LRI.
• NK TechnologiesminorChannel Partner/ Reseller/ DistributorNK Technologies provides sensors and measurement solutions for industrial applications distributed by LRI.
• OringminorChannel Partner/ Reseller/ DistributorOring provides industrial networking and communication solutions distributed by LRI.
• EbyteminorChannel Partner/ Reseller/ DistributorEbyte provides industrial wireless communication modules (LoRa, RF, NB-IoT) distributed by LRI.
• EwindminorChannel Partner/ Reseller/ DistributorEwind provides wind-related industrial solutions distributed by LRI.
• MCCminorChannel Partner/ Reseller/ DistributorMCC (Measurement Computing) provides data acquisition hardware solutions distributed by LRI.
• PulscoreChannel Partner/ Reseller/ DistributorPuls (Powerbox) is a premium brand partner offering high-efficiency industrial power supplies distributed by LRI.
• GeyaminorChannel Partner/ Reseller/ DistributorGeya provides industrial automation and control solutions distributed by LRI.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Phoenix Contact Brasil: Global manufacturer and supplier of industrial connection, automation, and DIN-rail power solutions with a direct Brazilian subsidiary. Overlaps with LRI on DIN-rail power supplies, PLC-adjacent controllers, and industrial communication products sold through a multi-channel Brazilian presence.
• Schneider Electric Brasil: Global industrial automation and power management incumbent with a large Brazilian operation. Competes with LRI across industrial power supplies, PLCs, drives, and IIoT, but with a much broader portfolio and direct-sales model.
• WEG Automação: Major Brazilian industrial manufacturer producing drives, motors, controls, and power equipment. Comparable as a domestic industrial automation vendor with overlapping products (VFDs, power supplies) and similar Brazil-centric market orientation.
• ABB Brasil: Global industrial automation and electrification major with Brazilian operations. Overlaps with LRI on industrial power, drives, and control components, while operating on a much larger scale across the country.
• Festo Brasil: Global pneumatics and automation components manufacturer with a Brazilian subsidiary. Comparable as a multi-brand industrial automation vendor serving manufacturing customers with adjacent automation controller and I/O offerings.
• SMC Brasil: Global pneumatics and industrial automation components supplier serving Brazilian manufacturers. Adjacent comparator to LRI in catalog breadth and industrial customer base, with overlapping controller and I/O positioning.
• Rockwell Automation Brasil: Global industrial automation incumbent with direct Brazilian presence. Overlaps with LRI on PLCs, I/O, drives, and industrial networking, serving the same Brazilian manufacturing customer segments.
• Siemens Brasil: Global industrial automation major with a Brazilian subsidiary. Competes with LRI across SIMATIC controllers, industrial power, drives, and IIoT, but serves the same Brazilian customer base with a much broader portfolio.

Direct peers

• Moxa Americas (direct): Industrial networking and IIoT controller manufacturer distributed by LRI in Brazil. Direct comparator because Moxa's products (industrial Ethernet switches, serial converters, IIoT controllers) form a core LRI catalog line, and Moxa could in principle serve Brazilian customers directly, partially disintermediating channel partners like LRI.

Regional players

• Altus (Brazilian automation OEM): Brazilian industrial automation manufacturer producing PLCs, remote I/O, and HMI solutions. Direct regional peer to LRI because both target the same Brazilian industrial automation customer base, though Altus is primarily a manufacturer while LRI is a multi-brand distributor with own-brand SKUs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/lri-automacao-industrial-brasil

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 LRI Automacao Industrial