Seli
Seli GmbH Automatisierungstechnik is a privately held German manufacturer of hygienic measurement technology — temperature, pressure, level, conductivity, and turbidity sensors, plus inline optical analyzers — serving food, beverage, and pharmaceutical producers with proprietary modular process connections and full automation integration services.
- Company typePrivate
- Founded1990
- HeadquartersNeuenkirchen, Germany
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Seli does
Seli GmbH Automatisierungstechnik is a privately held German specialist in hygienic measurement technology and automation system integration, founded in 1990 and headquartered in Neuenkirchen, Münsterland, with more than 30 employees. The company designs, manufactures, and sells measurement instrumentation — temperature probes (TF series), pressure transmitters (SDT series, including the BMT flush-diaphragm high-end SDT 43), fill-level sensors (SFP/SMW/SGS/SKS), inductive conductivity meters (SLI/SLK), LED-based turbidity sensors (STS series), and inline optical analysis systems (BA06 beer monitor, DR10 multi-parameter beverage analyzer) — all unified by its proprietary HygienicConnect modular process-connection system and compliant with EHEDG, IFS Food, FDA, and EU food-contact material standards. Seli also offers proprietary SeliSoft configuration software and system-integration services spanning control technology, software engineering, safety engineering, and standardization.
The business model combines hardware product sales (direct enterprise field sales plus a SeliShop e-commerce channel) with professional services — project-based system integration, on-site service, recalibration, and paid technical seminars — priced on a quote basis under multi-year contracts. The customer base is concentrated in food, beverage (breweries, dairies, soft drinks), and pharmaceutical OEMs and end users, with named enterprise accounts including Coca-Cola, Carlsberg, Dr. Oetker, Löwenbräu, Katjes, Zentis, Meica, RWE, and Rolinck. Since 2015, Seli has held an exclusive German distribution partnership with Italian optical-measurement specialist Maselli Misure, which underpins the BA06 beer monitor and STS turbidity lines. The company is owner-managed (managing directors Tanja Nimwegen and Danny Kolkmeier), has no disclosed institutional funding, no parent company, and no acquisition history, operating as an independent Mittelstand firm.
Seli firmographics
Firmographics- Name
- Seli
- Legal name
- Seli GmbH Automatisierungstechnik
- Website
- https://seli.de
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Seli GmbH Automatisierungstechnik is a privately held German manufacturer of hygienic measurement technology — temperature, pressure, level, conductivity, and turbidity sensors, plus inline optical analyzers — serving food, beverage, and pharmaceutical producers with proprietary modular process connections and full automation integration services.
- Ownership category
- akta.pro rank
Seli industry classification
Industry- Product category
- Industrial Measurement Instrumentation
- NAICS
- Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513)
- SIC
- Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Equipment & Facility Hygienic Design Assessment (Harborage Identification, Remediation Verification) (AFALAEAM)
Keywords
Where Seli is headquartered
LocationHeadquarters
- HQ city
- Neuenkirchen
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Seli business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Measurement Technology Products: Seli manufactures and sells measurement technology products including temperature sensors, pressure transmitters, fill level sensors, conductivity meters, turbidity sensors, and analysis equipment. Products are sold directly through field sales and via e-commerce shop.
- System Solutions and Engineering: Provides system solutions including control technology, software engineering, safety engineering, e-commerce solutions, and standardization services for industrial automation.
- Service and Support: On-site service, recalibration, seminars, and downloads including documentation and software support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom quotation-based pricing for measurement technology products |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Seli product offering
Product offeringCore offering
Seli manufactures and sells hygienic measurement instrumentation, including temperature sensors, pressure transmitters, fill-level sensors, conductivity meters, turbidity sensors, and signal converters, built around its proprietary HygienicConnect modular process connection system. The company also provides system solutions (control technology, software engineering, safety engineering, standardization) and supporting services such as on-site service, recalibration, and seminars. Its products are designed for food, beverage, and pharmaceutical production environments requiring EHEDG, IFS Food, and FDA compliance.
Product overview
Seli GmbH Automatisierungstechnik, founded in 1990 and headquartered in Neuenkirchen, Germany, is both a system integrator for automation technology and a manufacturer of hygienic measurement instrumentation for the food, beverage, and pharmaceutical industries. Its product portfolio centers on six instrument families — TF temperature probes (TF 11–49), SDT pressure transmitters (SDT 01–43), Füllstand fill-level instruments (SFP/SMW/SGS/SKS/KS series), SLI/SLK conductivity meters, STS turbidity sensors (STS 01–15), and Auswertung signal converters and displays (SNR, SNG, SMU, STR, SNKM, MUK, SDA, SSG) — unified by Seli's proprietary HygienicConnect modular process connection system. The company also offers the BA06 inline beer monitor (launched 2016 via Maselli Misure partnership), the DR10 automated inline analysis system, SeliSoft PC configuration software, and system solutions spanning control technology, software engineering, safety engineering, e-commerce, and standardization. Services include on-site support, recalibration, and professional training. Seli holds IFS Food certification and EHEDG membership, and serves major food and beverage manufacturers globally.
Differentiator
Problem solved
Functional benefit
Brands
- HygienicConnect: Modular hygienic process connection system enabling standardized integration of measurement technology into various process installations.
- HygienicDesign
- BMT Technology
- SeliSoft
Products and services
- TF Series Temperature Sensors (Hygienic) Hygienic temperature sensors and probes (TF 11 through TF 49) including immersion probes, flush-mounted probes, and aseptic sensors. Feature Pt100 elements, modular weld-in sleeve systems, and IP69K-rated housings. Designed for food, beverage, and pharmaceutical applications requiring hygienic design.
- SDT Series Pressure Transmitters Hygienic pressure transmitters and transducers (SDT 01, 02, 03, 09, 12, 43) ranging from basic industrial models to high-end aseptic transmitters. Feature modular construction, flush diaphragms, BMT (Bündige-Membran-Technologie), accuracy up to 0.075%, Turn Down ratios up to 20:1, and support for HART, ProfiBus PA, and IO-Link protocols.
- SFP/SMW/SGS/SKS Series Fill-Level Sensors Hygienic fill-level measurement instruments covering multiple measurement principles: TDR (time-domain reflectometry) for continuous level (SFP/SFP-S), capacitive limit switches (SMW 02, SGS-02, SGS-02-IO), and conductive level detectors (SKS 05–45, KS 17). Feature modular HygienicConnect process connection, IO-Link on select models, and IP68/IP69K-rated housings.
- SLI/SLK Series Conductivity Meters Inductive conductivity meters and sensors (SLI 04 measuring unit; SLK conductivity sensor) for phase separation, concentration measurement, and CIP process monitoring in food, beverage, and pharmaceutical applications. The SLI 04 features FDA and EHEDG certification, IO-Link output, fast temperature compensation, and modular process connections.
- STS Series Turbidity Sensors Hygienic turbidity sensors and meters (STS 01, 03, 06, 07, 15) using 180° transmitted light (LED at 880 nm NIR) per DIN/EN 27027 / ISO 7027. Feature monolithic sapphire-window design, CIP/SIP compatibility, measuring ranges up to 0–6 AU / 0–6600 EBC, and IO-Link on newer models.
- SNR/SNG/SMU/STR/MUK/SDA/SSG Series Signal Converters and Evaluation Devices Signal converters, monitoring relays, level switching devices, temperature transmitters, universal displays, and set-point generators (SNR-01, SNG, SMU, STR-01, SNKM 1.0, MUK, MUK VG, SDA 2000, SSG 1). Includes universal transducers for galvanic isolation, level control modules, LED display units, and calibrator/simulators. Support SeliSoft PC configuration on select models.
- HygienicConnect Modular Process Connection System Seli's proprietary modular hygienic process connection system used across all instrument families. Enables a single device to adapt to multiple standard process connections in the market, supporting standardization, reduced inventory, and simplified installation and maintenance in food and beverage production plants.
- BA06 Inline Beer Monitor Inline optical analysis system for the brewing industry, measuring original extract, alcohol content, Plato, and CO2 in a single inline unit. Features 100% inline installation (no pumps or bypass), fast response time, and negligible maintenance costs. Sold via Seli's exclusive partnership with Maselli Misure for Germany.
- DR10 Inline Analysis System Automated inline analysis system for simultaneous measurement of Brix, %Standard, and total acid content in diet drinks, light beverages, and energy drinks. Operates in under 5 minutes with accuracy of 0.00125 RD, eliminating the need for HPLC or titration lab methods. Target segment: beverage manufacturing quality control.
- SeliSoft Configuration Software Proprietary PC-based configuration software for Seli instruments across SMU, MUK, STS, SLI, SFP, SGS, and SDT families. Enables parameter setting, process monitoring, documentation, and data logging. Available as a free download from Seli's website.
- System Solutions (Control Technology, Software Engineering, Safety Engineering, Standardization) System solutions including control technology, software engineering, safety engineering, e-commerce integration, and standardization services. Provided as part of Seli's holistic automation offering, complementing its measurement instrumentation portfolio for industrial automation customers.
- Services (On-Site Service, Recalibration, Seminars) Support services including on-site service, recalibration, and professional seminars on hygienic measurement technology and safety engineering. Part of Seli's "one face to the customer" full-service concept for measurement instrumentation customers.
- Accessories (Process Adapters, Weld-In Sleeves, Calibration Filters, Programming Adapters, Cables) Accessories complementing the measurement instrument portfolio, including process adapters, weld-in sleeves, calibration filters, programming adapters, and cables for Seli's hygienic measurement product families.
Quantifiable outcome
- Drastic reduction in inventory holding through modular equipment standardization
- +3 more outcomes
Companies that use Seli
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
Seli technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
Seli partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Maselli MisurecoreSince 2015, Seli has partnered with Maselli Misure, a company specializing in optical and refractometric measurement technology for decades. This partnership established Seli as the exclusive representative for Germany, enabling them to offer advanced optical inline analysis solutions including the BA06, claimed as the world's smallest beer monitor.
- EHEDG (European Hygienic Engineering & Design Group)coreSeli is a member of the EHEDG group, contributing to and benefiting from the latest developments in hygienic engineering and design standards for food processing equipment.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Seli competitors and assessment
Company assessmentDirect peers
- Bürkert: German manufacturer of measurement and control systems for hygienic and sterile processes, including flow, conductivity, temperature, and analysis. Closely comparable to Seli on hygienic process instrumentation for F&B and pharma.
- Hach (Lange): Specialist in water and beverage analysis instrumentation (turbidity, Brix, conductivity). Directly comparable to Seli's STS turbidity and SLI/SLK conductivity lines, particularly for brewery and beverage customers.
- Endress+Hauser: Global German-headquartered process measurement specialist with a deep hygienic/food & beverage portfolio (temperature, pressure, level, conductivity, analysis). Directly comparable to Seli across virtually all Seli product families and the same enterprise customer base.
- ifm Electronic: German sensor and IO-Link specialist serving food, beverage, and hygienic process applications. Overlaps with Seli's temperature, level, conductivity, and IO-Link-enabled product lines and shares the same mid-market industrial customer.
- VEGA Grieshaber: German specialist in level, pressure, and switching instrumentation, including hygienic variants for F&B and pharma. Directly overlaps with Seli's SFP/SMW/SGS/SKS level family and parts of the SDT pressure line.
- JUMO: German mid-sized manufacturer of industrial measurement and control technology, including temperature, pressure, level, conductivity, and analytical sensors. A direct mid-market peer to Seli in F&B and process industries.
Broad incumbents
- Siemens Process Instrumentation: Large industrial automation incumbent offering SITRANS hygienic pressure, level, and temperature instruments, plus controllers. Comparable as a broad portfolio competitor rather than a Seli niche specialist.
- Emerson (Rosemount): Global process automation incumbent with extensive pressure, temperature, level, and analytical instrumentation, including hygienic variants. Overlaps with Seli's SDT, TF, SFP, and analysis lines as a broad portfolio incumbent.
- Yokogawa Electric: Global process automation and measurement company with pressure, temperature, level, and analytical instrumentation serving F&B and pharma. Comparable as a broad incumbent in industrial process measurement.
- ABB Measurement & Analytics: Global process instrumentation player with pressure, temperature, level, and analytical sensors including hygienic variants. Overlaps with Seli at the F&B and pharma process measurement layer as a broad incumbent.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Seli social profiles
Digital presenceSeli compliance and trust
Trust signalCompliance6 records
Seli financial estimates
Financial estimateRevenue estimate
Valuation estimate
Seli leadership team
Management profileNumber of profiles
Profiles5 records
Seli funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Seli 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 Seli
What does Seli do?
Seli manufactures and sells hygienic measurement instrumentation, including temperature sensors, pressure transmitters, fill-level sensors, conductivity meters, turbidity sensors, and signal converters, built around its proprietary HygienicConnect modular process connection system. The company also provides system solutions (control technology, software engineering, safety engineering, standardization) and supporting services such as on-site service, recalibration, and seminars. Its products are designed for food, beverage, and pharmaceutical production environments requiring EHEDG, IFS Food, and FDA compliance.
Is Seli a public or private company?
Seli is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Seli founded?
Seli was founded in 1990. It employs 11 to 50 people.
Where is Seli based?
Seli is headquartered in Neuenkirchen, Germany, in the Europe region.
How does Seli make money?
Three revenue lines are on record. Measurement Technology Products are the primary driver. The others are system Solutions and Engineering and service and Support.
Who are Seli's main competitors?
Direct peers on record are Bürkert, Hach (Lange), Endress+Hauser, ifm Electronic, VEGA Grieshaber and JUMO. Broad incumbents are Siemens Process Instrumentation, Emerson (Rosemount), Yokogawa Electric and ABB Measurement & Analytics.
Does Seli have an API?
No public API is recorded for Seli.
What industry is Seli in?
Seli's product category is Industrial Measurement Instrumentation. Its primary akta.pro industry code is AFALAEAM, Equipment & Facility Hygienic Design Assessment (Harborage Identification, Remediation Verification). Its NAICS code is 334513 and its SIC code is 3823.