Excel Equipment

What Excel Equipment does

Excel Equipment, LLC is a privately held, US-based e-commerce retailer founded in 2005 and headquartered in Greenwood, operating with a staff of 11-50. The company distributes petroleum equipment, vehicle lifts, lubrication systems, gas-station infrastructure, and shop machinery through its own Magento-based storefront at excel-equipment.com. Its catalog aggregates products from major OEMs including Titan Lifts, Fill-Rite, Gilbarco, SpillTech, Samson, Balcrank, Verifone, OPW, and PIUSI, spanning price points from approximately $40 accessories to $6,500 heavy-duty 12,000 lb two-post lifts.

The business is organized around five vertical product trees: Fleet, Farm, Gas Station, Shop Equipment, and Lifts (automotive and motorcycle). Revenue is generated entirely through direct-to-consumer hardware sales, with no proprietary technology, software product, or recurring service layer. The model is a pure multi-brand catalog distributor: customers order via the website, pay by credit card or through third-party financing (QuickSpark for loans, LeaseCorp LCA for leasing), and receive equipment shipped from manufacturer partners via ground freight. No installation, service, or after-sale support revenue stream is documented.

Customer segmentation is vertical rather than size-based, addressing four primary end markets: automotive repair shops, gas station and convenience store operators, fleet operators, and agricultural/farm operations, with motorcycle service shops as a secondary segment. The value proposition centers on one-stop procurement breadth across multiple equipment categories, multi-brand OEM access, and embedded financing. There is no disclosed revenue, no parent company, no funding history, and no public M&A activity; Excel Equipment appears to operate as a stable, owner-managed specialty distributor with approximately two decades of continuous operation.

Name

Excel Equipment

Legal name

Excel Equipment, LLC

Website

https://excel-equipment.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Excel Equipment is a US-based e-commerce distributor selling petroleum equipment, vehicle lifts, lubrication systems, and gas-station infrastructure across fleet, farm, automotive repair, and gas-station operator segments via its own storefront.

Ownership category

akta.pro rank

Product category

Petroleum and Automotive Equipment Retail

SIC

General Industrial Machinery & Equipment (3560)

akta.pro primary industry

Workshop Tools, Equipment & Lift Systems Distribution (TLAKAOAM)

Keywords

• Petroleum equipment
• Fuel pumps
• Vehicle lifts
• Spill management
• Automotive shop equipment

Headquarters

HQ city

Greenwood

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Revenue generated through direct sales of automotive equipment, petroleum equipment, lifts, and shop equipment to end customers through e-commerce transactions. Products range from small accessories ($40-$300) to heavy equipment ($2,000-$6,500).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Excel Equipment is an e-commerce retailer that sells petroleum equipment (fuel pumps, nozzles, meters, DEF products, fuel management systems), vehicle lifts (2-post, 4-post, scissor, and motorcycle lifts), shop equipment (wheel balancers, tire changers, lubrication tools, rotisseries), gas station supplies (Verifone POS consoles, EMV card readers, station hardware), farm equipment (tanks, chemical pumps), and spill management products to fleet operators, agricultural operations, gas stations, and automotive repair shops.

Product overview

Excel Equipment is an e-commerce retailer offering petroleum equipment, vehicle lifts, machines, and related accessories across multiple industry segments. The product portfolio includes: Fleet Equipment (DEF products, fuel pumps, meters, fuel management, spill management, lubrication equipment), Farm Equipment (similar categories plus tanks), Gas Station Equipment (convenience store products, point-of-sale systems like Verifone, station infrastructure), Shop Equipment (wheel service including balancers and tire changers, air compressors, jacks, stands, rotisseries), and Lifts (automotive 2-post and 4-post lifts, motorcycle lifts, lift accessories). Featured brands include Fill-Rite, OPW, PIUSI, Krueger, Samson, Titan Lifts, Gilbarco, Balcrank, SpillTech, Veeder-Root, and Verifone. The company operates primarily as an online retail store with featured products ranging from battery-powered transfer pumps, heavy-duty lifts (2-post to 12,000 lb, 4-post to 9,000 lb), rotisserie equipment, EMV card readers for gas stations, lubrication equipment (grease guns, pumps, reels, oil drains), and spill containment products (wheeled spill kits, drain covers, conical plugs).

Differentiator

Problem solved

Functional benefit

Products and services

• Fleet Equipment
• Farm Equipment
• Gas Station Equipment
• Shop Equipment
• Automotive Lifts
• Motorcycle Lifts
• Lift Accessories
• Spill Management Products

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Expansion highlights4 records

Broad incumbents

• W.W. Grainger: Largest US industrial MRO distributor with overlapping categories in pumps, fluid handling, shop tools, and lift/hoist equipment. Competes with Excel on assortment breadth, net terms, and same-day shipping rather than category specialization.
• Northern Tool + Equipment: Multi-channel retailer of tools, shop equipment, fluid handling, and farm supplies. Directly overlaps Excel's farm, shop, and lubrication categories with a larger catalog and national footprint.
• Global Industrial: Wholesale distributor of industrial and commercial equipment including material handling, fluid handling, and shop supplies. Competes with Excel on similar SMB and institutional buyers via catalog and e-commerce.

Direct peers

• BendPak: Manufacturer and direct seller of vehicle lifts, wheel service equipment, and shop tools. Competes head-to-head with Excel's automotive lift and shop equipment categories and is one of Excel's competing suppliers.
• Rotary Lift (Dover): Major automotive lift manufacturer selling directly and through dealers. Directly overlaps Excel's 2-post, 4-post, and scissor lift categories and is a competing supplier in the channel.
• Mohawk Lifts: Manufacturer of vehicle lifts including 2-post and 4-post designs sold to repair shops. Closely competes with Excel's automotive lift lineup and sells through a similar dealer/distributor channel.
• Atlas Automotive Equipment: Distributor of automotive shop equipment including lifts, wheel service, and lubrication products. Direct channel competitor to Excel in the independent garage segment.
• Tuthill (Fill-Rite): Manufacturer of fuel transfer pumps, meters, and fluid handling equipment sold to fleet, farm, and industrial buyers. Competes with Excel in the petroleum/fleet equipment category and is also a supplier brand Excel carries.
• Krueger (Petroleum Equipment): Supplier of petroleum dispensing equipment, nozzles, and accessories to gas stations and fleets. Closely overlaps Excel's gas station and fleet equipment catalog and is both a competitor and supplier brand on Excel's site.
• SpillTech: Manufacturer of spill containment, absorbents, and spill kits sold to industrial, fleet, and gas station customers. Direct overlap with Excel's spill management category and also a featured supplier brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Excel Equipment