What Lake Michigan Sales does

Lake Michigan Sales is an independent electrical manufacturer's representative firm based in Elk Grove Village, Illinois, covering the four Midwestern states of Illinois, Indiana, Michigan, and Wisconsin. Founded in 2013 and family-led under the Kuebler family (Frankie Kuebler as President, Rich Kuebler as Chief Sales Officer, Anthony Kuebler in Inside Sales), the company acts as an outsourced sales arm for 30+ electrical product manufacturers, representing lighting (EiKO, RDA, ELCO, Stelpro, ZLED, Goodlite, Titan LED, Alphalite, Active Grow), enclosures and fittings (Hubbell brand portfolio including Raco, Taymac, Bell, Killark, Wiegmann, Acme, Hawke, Rig Power, plus Haydon, Unity, Gibson Stainless), wire and cable (TE Connectivity, Radix, Polycab, Endot, Cable Ties Unlimited), conduit (Penn Aluminum, Rymco), specialty products (Chalfant cable tray, Morris Products, Midwest Electric Products weatherproof, Partex marking, Enerlites smart devices, Chase Corporation, Voltec, Swifter Fans, Inverter Systems, Magnitude Lighting), and newer adjacencies such as Electric Avenue EV charging and Aerial Solutions drone inspection services.

The company operates an enterprise field sales go-to-market, with dedicated outside sales representatives assigned by state territory (Troy Olsen in Western Michigan, Kayla Fritsch in Wisconsin, Chris Mandel and Jerry Andrus in Michigan, Robert Fife in Illinois, plus David Rose as Michigan Sales Manager) supported by an inside sales team and Office Manager Gerri Poole. A 15-20 person team covers distributor relationships, while the Elk Grove Village warehouse stocks EiKO, Morris Products, Penn Aluminum, RDA, and Stelpro for faster fulfillment. The technology stack is conventional (company website with downloadable PDF line cards, standard CRM implied); the firm does not develop proprietary software or AI/ML capabilities.

Lake Michigan Sales earns revenue through manufacturer-paid sales commissions on the sale of electrical products through its distributor network, a professional-services rep model rather than a product resale model. It does not publicly disclose pricing, revenue, or contract terms. Customers are electrical distributors and downstream contractors across commercial, industrial, and residential construction segments in the four-state region. The company shows no evidence of outside investors, parent entities, or M&A activity, consistent with a private, family-operated business in a mature industry channel.

Name

Lake Michigan Sales

Legal name

Lake Michigan Sales

Website

https://lakemichigansales.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Lake Michigan Sales is a family-owned independent manufacturer's representative covering Illinois, Indiana, Michigan, and Wisconsin, representing 30+ electrical product manufacturers to regional distributors through a 15-20 person field sales team and an Elk Grove Village, IL warehouse.

Ownership category

akta.pro rank

Headquarters

HQ city

Elk Grove Village

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Sales Commission Revenue: Lake Michigan Sales operates as a manufacturer's representative firm, earning commissions on sales of electrical products including lighting, wiring devices, cable management, and HVAC products across Illinois, Indiana, Michigan, and Wisconsin. Revenue is generated through commissions paid by the manufacturers they represent.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Lake Michigan Sales operates as an independent manufacturer's sales representative agency, representing 30+ electrical product manufacturers across Illinois, Indiana, Michigan, and Wisconsin. The company provides field sales coverage, technical product knowledge, and warehouse stocking for product lines spanning lighting, wiring devices, cable management, enclosures, HVAC, and EV charging solutions, earning commissions on sales generated through its distributor and contractor relationships.

Product overview

Lake Michigan Sales is an electrical sales representative company covering territories in Illinois, Indiana, Michigan, and Wisconsin. The company does not offer a single unified product but rather serves as a sales representative for multiple manufacturers' product lines. Their portfolio includes lighting products (EiKO, ELCO Lighting, RDA Lighting, Stelpro, ZLED, Goodlite, Titan LED, XtraLight, Alphalite, Active Grow), electrical equipment (TE Connectivity, Haydon, Chalfant, Endot Industries, Penn Aluminum, Polycab, Partex, Radix Wire & Cable, Cable Ties Unlimited, Chase Corporation), weatherproof electrical products (Midwest Electric Products, Bell, Taymac, Killark), electrical enclosures (Wiegmann, Unity Manufacturing, Raco, Acme Electric, Hawke International, Gibson Stainless), heating products (Stelpro electric heating), industrial equipment (Aerial Solutions drone inspections, Swifter Fans, Rig Power connectors, Voltec specialty cords, Inverter Systems), EV charging (Electric Avenue), and smart wiring devices (Enerlites sensors and controls). The company maintains a warehouse facility in Elk Grove Village, Illinois stocking key product lines for faster distribution.

Differentiator

Problem solved

Functional benefit

Products and services

• EiKO Lighting Represented product line of value-engineered, high-quality traditional and LED lighting products from EiKO for commercial, industrial, and residential markets across Illinois, Indiana, Michigan, and Wisconsin.
• Stelpro Electric Heating Represented product line of electric heating products and controls from Stelpro, North America's largest electric heating appliance manufacturer, for residential and commercial needs.
• TE Connectivity Represented product line of low and medium voltage Raychem cable accessories, electric heating, heating cables, ventilation (HVAC), and electronic controls from TE Connectivity.
• Morris Products Represented product line of quality electrical and lighting products from Morris Products, a wholly owned subsidiary of DiversiTech Inc., for HVACR applications.
• RDA Lighting Represented product line of commercial, industrial, and residential LED lighting fixtures specializing in cutting-edge lighting innovation.
• Penn Aluminum Conduit Represented product line of Made in USA aluminum EMT, rigid aluminum conduit, couplings, and elbows from Penn Aluminum.
• Elk Grove Village Warehouse Warehouse facility stocking key product lines (EiKO, Morris Products, Penn Aluminum, RDA, and Stelpro) for immediate pickup or drop-ship fulfillment to distributors and contractors.
• Swifter Fans Represented product line of industrial air movement solutions, featured as a primary product on the company homepage.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

40 partnerships are on record, tiered core and minor.

• EiKOcoreChannel Partner/ Reseller/ DistributorNorth American owned and operated lighting manufacturer with offices in US, Canada, Europe, and APAC. Over 40 years of experience supplying value-engineered, high-quality lighting products. Lake Michigan Sales represents EiKO in all states with products stocked at Elk Grove Village warehouse.
• StelprocoreChannel Partner/ Reseller/ DistributorNorth America's largest electric heating appliance manufacturer based in Quebec. Designs and manufactures products to highest quality standards. Offers range of electric heating products and unique controls for residential and commercial needs. Lake Michigan Sales represents Stelpro across all four states.
• TE ConnectivitycoreChannel Partner/ Reseller/ DistributorGlobal provider of Low & Medium Voltage Raychem cable accessories. Lake Michigan Sales represents TE Connectivity in all states covered.
• Morris ProductscoreChannel Partner/ Reseller/ DistributorQuality electrical and lighting products company. Now a wholly owned subsidiary of DiversiTech Inc., a leading manufacturer and supplier of HVACR parts and accessories. Lake Michigan Sales stocks Morris Products at Elk Grove Village warehouse.
• RDA LightingcoreChannel Partner/ Reseller/ DistributorHigh-quality commercial, industrial, and residential lighting solutions. Specializes in LED fixtures at the forefront of lighting innovation. Lake Michigan Sales stocks RDA products and represents the brand across all territories.
• Aerial SolutionsminorChannel Partner/ Reseller/ DistributorUAS (unmanned aerial system) inspection services company based in Houston, Texas. Conducts visual and thermal inspections of industrial assets. Lake Michigan Sales represents Aerial Solutions for drone-based inspections.
• TaymaccoreChannel Partner/ Reseller/ DistributorHubbell brand manufacturing metallic and nonmetallic weatherproof electrical boxes, covers and fittings. Lake Michigan Sales represents Taymac in Michigan territory.
• BellcoreChannel Partner/ Reseller/ DistributorHubbell brand, the leader in commercial and residential weatherproof product solutions. Lake Michigan Sales represents Bell in Michigan territory.
• RacocoreChannel Partner/ Reseller/ DistributorHubbell brand, leading manufacturer of steel electrical boxes, covers and commercial fittings. Lake Michigan Sales represents Raco in Michigan territory.
• Acme ElectriccoreChannel Partner/ Reseller/ DistributorHubbell brand, manufactures transformers and innovative power conversion/conditioning equipment. Lake Michigan Sales represents Acme Electric in Michigan territory.
• WiegmanncoreChannel Partner/ Reseller/ DistributorHubbell brand, manufactures innovative customizable steel and nonmetallic electrical enclosures. Lake Michigan Sales represents Wiegmann in Michigan territory.
• KillarkcoreChannel Partner/ Reseller/ DistributorHubbell brand established in 1913, global provider of harsh and hazardous location products. Range includes industrial and explosion proof fittings. Lake Michigan Sales represents Killark across Michigan, Indiana, and Illinois territories.
• Gibson StainlesscoreChannel Partner/ Reseller/ DistributorFounded in 1995, specializes in Type 316 SS electrical fittings for corrosive environments. Offers complete conduit system in stainless steel including conduit, conduit bodies, device boxes, and hubs. Lake Michigan Sales represents Gibson Stainless across Wisconsin and select Michigan/Indiana territories.
• HaydoncoreChannel Partner/ Reseller/ DistributorIndustry leader with over 60 years of experience in metal framing systems. Three domestic manufacturing facilities. Offers strut, fittings, and rooftop support systems. Lake Michigan Sales represents Haydon across all four states.
• ChalfantcoreChannel Partner/ Reseller/ DistributorOver seventy years experience in cable tray and cable management systems. Founding Member of Cable Tray Institute, active member of NEMA and BICSI. Lake Michigan Sales represents Chalfant in Illinois and Indiana (Lake and Porter counties).
• Endot IndustriescoreChannel Partner/ Reseller/ DistributorHeadquartered in northwest New Jersey with facilities in Tennessee and Oklahoma. Manufactures conduit and innerduct for telecommunications and electrical markets. Lake Michigan Sales represents Endot across all four states.
• Magnitude LightingminorChannel Partner/ Reseller/ DistributorAdvanced LED drivers and transformers. Works with distributors, OEMs, and construction professionals. Lake Michigan Sales represents Magnitude Lighting in Michigan territory.
• ZLED LightingminorChannel Partner/ Reseller/ DistributorInnovative LED lighting manufacturer with magnetic LED retrofit strips. Lake Michigan Sales represents ZLED across Wisconsin, Michigan, Indiana, and Illinois.
• Radix Wire & CablecoreChannel Partner/ Reseller/ DistributorOver 75 years as leader in high-temperature wire and cable. Specializes in products for challenging and severe environments. Lake Michigan Sales represents Radix Wire across all four states.
• Midwest Electric ProductscoreChannel Partner/ Reseller/ DistributorIndustry leader in quality weatherproof electrical equipment for commercial and residential construction, outdoor living, recreation and agriculture. Lake Michigan Sales represents Midwest in Indiana (Lake and Porter counties only).
• Rig PowercoreChannel Partner/ Reseller/ DistributorHubbell brand, leading manufacturer of Single Pole and Bolted High-Amperage Connectors. Lake Michigan Sales represents Rig Power in Michigan and Illinois territories.
• Hawke InternationalcoreChannel Partner/ Reseller/ DistributorHubbell brand since 1957. Global provider of certified Cable Glands, Enclosures, Connectors and connection solutions. Lake Michigan Sales represents Hawke International in Indiana (Lake and Porter counties) and Illinois.
• ELCO LightingcoreChannel Partner/ Reseller/ DistributorOver sixty years of lighting experience as luminaire manufacturer. Uses highest quality materials with extensive product testing. Lake Michigan Sales represents ELCO Lighting in Wisconsin and Indiana (Lake and Porter counties).
• AlphaliteminorChannel Partner/ Reseller/ DistributorHeadquartered in Southern California, committed to developing new technology to improve lighting efficiency, functionality, and quality. Lake Michigan Sales represents Alphalite in Indiana and Illinois territories.
• Unity ManufacturingminorChannel Partner/ Reseller/ DistributorFamily-owned US manufacturer of electrical enclosures in Garland, Texas. Over 40 years of experience providing commercial and industrial construction markets. Lake Michigan Sales represents Unity in Wisconsin and Indiana territories.
• Penn AluminumcoreChannel Partner/ Reseller/ DistributorMade in USA aluminum EMT, rigid aluminum conduit, couplings, and elbows. Lake Michigan Sales stocks Penn Aluminum at Elk Grove Village warehouse and represents across all four states.
• Active GrowminorChannel Partner/ Reseller/ DistributorLED grow lights, grow tents, grow trays and more. Lake Michigan Sales represents Active Grow in Wisconsin, Indiana, and Illinois territories.
• GoodliteminorChannel Partner/ Reseller/ DistributorCutting-edge bulbs, fixtures, and luminaires. Lake Michigan Sales represents Goodlite in Wisconsin territory.
• Titan LEDminorChannel Partner/ Reseller/ DistributorCommercial & Industrial LED Lighting including custom engineered solutions. Lake Michigan Sales represents Titan LED in Wisconsin, Michigan, and Illinois territories.
• Swifter FanscoreChannel Partner/ Reseller/ DistributorIndustrial air movement solutions. Featured product on Lake Michigan Sales homepage. Lake Michigan Sales represents Swifter Fans across Wisconsin, Michigan, and Indiana territories.
• Inverter Systems, InccoreChannel Partner/ Reseller/ DistributorUL 924 Listed inverters or central power systems, exit signs and battery back-up emergency lights. Lake Michigan Sales represents Inverter Systems in Wisconsin, Michigan, and Indiana territories.
• PolycabminorChannel Partner/ Reseller/ DistributorHigh-quality electrical solutions including wires, cables, connectors and more. Lake Michigan Sales represents Polycab in Wisconsin and Michigan territories.
• Cable Ties UnlimitedminorChannel Partner/ Reseller/ DistributorSpecializes in wire/cable management products for all types of industries. Lake Michigan Sales represents Cable Ties Unlimited in Wisconsin territory.
• Chase CorporationminorChannel Partner/ Reseller/ DistributorMuletape, Muleglide, Trace-safe products for wire pulling and detection. Lake Michigan Sales represents Chase Corporation in Wisconsin and Illinois territories.
• VolteccoreChannel Partner/ Reseller/ DistributorSpecialty cords, temporary power and lighting. Lake Michigan Sales represents Voltec in Wisconsin, Michigan (Upper Peninsula only), and Illinois territories.
• Rymco USAminorChannel Partner/ Reseller/ DistributorElectrical conduit products including EMT, RMC, and IMC. Lake Michigan Sales represents Rymco USA in Wisconsin territory.
• PartexminorChannel Partner/ Reseller/ DistributorIndustrial marking systems for identification of wires, cables, pipes, and components. Lake Michigan Sales represents Partex in Wisconsin and Indiana territories.
• EnerlitescoreChannel Partner/ Reseller/ DistributorLeading manufacturer of innovative sensors, USB charging receptacles, lighting controls, and wiring devices. Lake Michigan Sales represents Enerlites across Wisconsin, Michigan, and Illinois territories.
• Veto Pro PacminorChannel Partner/ Reseller/ DistributorTool bags designed to keep tools vertically organized. Lake Michigan Sales represents Veto Pro Pac in Michigan territory.
• XtraLightminorChannel Partner/ Reseller/ DistributorCommercial and industrial lighting solutions. Lake Michigan Sales represents XtraLight in Michigan territory.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Border States Electric: Large employee-owned electrical distribution and supply solutions provider with strong Midwest U.S. presence. Comparable in customer base (electrical contractors and distributors) and product categories, though it operates a full distribution model rather than rep-only.
• Sonepar USA: One of the largest electrical distribution networks in the U.S. with multiple operating companies across the Midwest. Comparable in product categories and customer segments; represents the scale competitor that manufacturer principals may opt to deal with directly.
• Rexel USA: Global electrical distribution leader with substantial U.S. footprint including Midwest operations. Comparable in product breadth and customer segments, but operates at vastly larger scale and may bypass independent reps through direct manufacturer agreements.

Direct peers

• Hunzicker & Associates: Independent electrical manufacturers' representative firm covering Oklahoma, Arkansas, Kansas, and Missouri. Comparable in business model, size, and reliance on commission-based rep relationships with similar manufacturer principals in the electrical products space.

Regional players

• Loeb Electric: Regional electrical distributor headquartered in Columbus, Ohio serving commercial, industrial, and residential customers across the Midwest. Comparable in territory overlap, lighting and electrical product focus, and distributor business model.
• Schaedler Yesco Distribution: Family-owned regional electrical distributor serving Pennsylvania, Ohio, West Virginia, New York, and Maryland. Comparable in family-owned character, regional focus, and product portfolio spanning lighting, controls, and electrical infrastructure.
• Werner Electric: Regional electrical distributor serving Minnesota, Wisconsin, Michigan, and the Dakotas. Comparable in territory overlap (Upper Midwest), product portfolio (lighting, wiring devices, controls), and likely distributor-customer relationship with Lake Michigan Sales' represented principals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/LakeMichSales
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/lake-michigan-sales-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Lake Michigan Sales