What Seltrol does

Seltrol, Inc. is a Greenville, South Carolina-based industrial automation distributor founded in 1992 that sells components, controls, motion, sensing, and programmable logic controller products from more than 30 manufacturers (Yaskawa, Fuji Electric, Wago, Turck, Lenze, Banner, Kollmorgen, Basler, Carlo Gavazzi, among others) to industrial manufacturers across the Southeast US. Beyond distribution, the company offers two proprietary offerings — rugged Industrial PCs designed for harsh-environment deployment and the S9K Process Historian enterprise process-monitoring and trending software — and provides application engineering services spanning drive sizing and programming, machine vision, PLC interfacing, communication protocol conversion, and network/wireless systems.

The company employs 11–50 people, operates from its Greenville headquarters and a subsidiary location in West Columbia, SC (B.W. Clark, Inc.), and runs a field-sales-led go-to-market covering markets including Greenville, Anderson, Spartanburg, Columbia, Charleston, Sumter, Seneca, Tryon, Raleigh, and Asheville. Revenue is generated through hardware resale and value-added engineering services under a quote-based, non-publicly-disclosed pricing model.

In January 2026, Seltrol and its subsidiary B.W. Clark were acquired by Tavoron, a national industrial automation platform backed by private equity firm Fusion Capital Partners. The deal represents Tavoron's second add-on acquisition and expands the platform's Southeastern US footprint, with Seltrol continuing to operate locally while integrating into the broader Tavoron automation group of 14+ companies under leadership of Scott Wojciak.

Name

Seltrol

Legal name

Seltrol Inc.

Website

https://seltrol.com

Company type

Private

Founded year

1992

Operating status

Acquired

Headcount range

11–50 employees

Short description

Seltrol is a Greenville, South Carolina industrial automation distributor selling components from 30+ manufacturers and offering engineering support and proprietary hardware/software to Southeast US manufacturers. Acquired by Tavoron in January 2026.

Ownership category

akta.pro rank

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Industrial Automation Product Distribution: Seltrol generates revenue through distributing industrial automation products including factory automation controls, motion and sensing products, and programmable logic controllers from multiple manufacturers. Revenue is derived from product sales with supporting engineering services.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Seltrol is an industrial automation distributor that stocks and sells a full line of automation products from 30+ manufacturers (including Yaskawa, Fuji Electric, Wago, Turck, Lenze, Banner, Basler, Kollmorgen, and others) to industrial manufacturers across the Southeast US. The company pairs product distribution with engineering support services covering product selection, drive sizing and programming, PLC interfacing, machine vision, and network communications. Seltrol also offers featured products including Industrial PCs and the S9K Process Historian software for industrial data collection and trending.

Product overview

Seltrol is an industrial automation distributor and solutions provider offering a portfolio of hardware and software products alongside professional engineering services. The core offerings include Industrial PCs (compact, rugged computing hardware for industrial deployment) and S9K Process Historian (enterprise process monitoring and data collection software). These are complemented by industrial distribution services spanning multiple automation manufacturers and comprehensive engineering support covering drive systems, machine vision, PLC programming, and network communications. The company operates as part of the Tavoron automation group following its January 2026 acquisition.

Differentiator

Problem solved

Functional benefit

Products and services

• S9K Process Historian
• Industrial PCs
• Industrial Automation Distribution Services Full-service industrial automation distribution across the Southeastern United States providing factory automation controls, motion and sensing products, programmable logic controllers, drives, motors, sensors, and safety products from 30+ industrial automation manufacturers, with local inventory and stocking serving markets in Greenville, Anderson, Spartanburg, Columbia, Charleston, and surrounding areas.
• Engineering Support Services Application engineering services spanning sizing and selection of AC and DC drives, drive programming and troubleshooting, machine vision solutions, communication protocol conversion, PLC interfacing and programming, network communication systems, sensing solutions, power solutions, and wireless control systems.

Segments1 record

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

Eight partnerships are on record, tiered core and minor.

• TavoroncoreStrategic or Co-development Partner · 27 January 2026Tavoron, a national leader in industrial automation backed by Fusion Capital Partners, acquired Seltrol, Inc. and subsidiary B.W. Clark, Inc. as an add-on acquisition. This is Tavoron's second add-on acquisition since being purchased by Fusion Capital Partners, expanding geographic reach into the Southeastern United States and strengthening automation component portfolio. Both companies continue operating locally while integrating into Tavoron's broader automation business under leadership of Scott Wojciak.
• YaskawaminorChannel Partner/ Reseller/ DistributorSeltrol distributes Yaskawa industrial automation products including motion control, drives, and robotics as part of their product portfolio.
• WagominorChannel Partner/ Reseller/ DistributorSeltrol distributes Wago products including terminal blocks, interface modules, and automation components as part of their industrial automation product line.
• Fuji ElectricminorChannel Partner/ Reseller/ DistributorSeltrol distributes Fuji Electric automation products including drives, controllers, and sensors as part of their manufacturer lineup.
• Banner EngineeringminorChannel Partner/ Reseller/ DistributorSeltrol distributes Banner Engineering products including sensors, indicators, and lighting solutions as part of their automation component portfolio.
• LenzeminorChannel Partner/ Reseller/ DistributorSeltrol distributes Lenze products including drives, motors, and automation systems as part of their manufacturer network.
• TurckminorChannel Partner/ Reseller/ DistributorSeltrol distributes Turck products including sensors, fieldbus systems, and interface solutions as part of their industrial automation offerings.
• B.W. Clark, Inc.coreStrategic or Co-development PartnerB.W. Clark, Inc. is Seltrol's subsidiary, both acquired together by Tavoron. The company specializes in factory automation controls, motion and sensing products, and programmable logic controllers. It operates from West Columbia, South Carolina and continues to operate locally following the acquisition.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• McNaughton-McKay Electric Company: Regional electrical and industrial automation distributor headquartered in the Southeast/Mid-Atlantic US, stocking drives, PLCs, motion, and sensing products from many of the same manufacturers (Yaskawa, Eaton, ABB). Directly comparable in scale, geography, and product mix to Seltrol.
• Van Meter Inc. Employee-owned industrial electrical, automation, and power transmission distributor serving the Midwest US. Sells drives, motors, controls, and networking gear alongside engineering services – closely matching Seltrol's distribution-plus-engineering model.
• Werner Electric Supply: Mid-sized regional industrial automation and electrical distributor in the Upper Midwest with in-house engineering, panel build, and systems integration. Operates a similar blend of multi-brand distribution and value-added services.
• Electro-Matic Products: Industrial automation distributor and solutions provider focused on sensors, vision, RFID, and process monitoring in the Midwest US. Highly comparable to Seltrol's automation components and S9K-style process monitoring offerings.
• AutomationDirect: Direct-to-customer online industrial automation catalog (PLCs, drives, HMI, sensors, motion) with price-disruptive positioning. Competes head-on with Seltrol for the same automation SKUs from a non-regional, catalog-driven model.
• Allied Electronics & Automation (RS Group): Catalog and online industrial automation and electronic components distributor serving North America. Carries many of the same Yaskawa, Phoenix Contact, Turck, and Wago lines that Seltrol distributes.

Broad incumbents

• Graybar: One of the largest North American electrical, communications, and industrial automation distributors with hundreds of branches. Overlaps with Seltrol across automation, networking, and industrial controls but at vastly greater scale and national footprint.
• Rexel USA: Global electrical and automation distributor operating in the US with extensive industrial automation, energy, and lighting portfolios. A scaled incumbent in the same product categories as Seltrol.
• Sonepar North America: World's largest B-to-B electrical distributor with a US platform (including Cooper Electric and OneSource Distributors) carrying industrial automation lines. Overlaps significantly with Seltrol's catalog and customer base.
• WESCO International: Fortune500 diversified electrical, communications, and utility distribution company with strong industrial automation exposure, offering MRO and project solutions at national scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Seltrol