Elfin

What Elfin does

New Elfin (NEW ELFIN divisione pulsanti S.r.l.) is an Italian designer and manufacturer of industrial control and safety devices headquartered in Caselle Torinese near Turin, Italy. The company produces a complete range of physical control hardware including control auxiliaries (d22 and d30 series push buttons, emergency stops, selectors, joysticks, key switches), push button boxes (aluminum, stainless steel, and thermoplastic enclosures across MONO, ERGO, SMOOTH, TECHNO, CUBE, REMOTE, and VISION series), signaling and lighting devices, and safety equipment such as ergonomic two-hand control systems (compliant with UNI EN ISO 13851) and 3-position enabling switches. Underlying technology centers on fiberglass-reinforced technopolymer materials for high mechanical strength, LED-based illumination circuits, and IP-rated enclosures (up to IP69) for harsh-environment resistance. Manufacturing is fully in-house under ISO 9001:2015 certification maintained for over 20 years, supporting a "Made in Italy" value proposition.

The company's revenue model is B2B industrial hardware sales distributed through a network of authorized resellers internationally, supplemented by direct enterprise access via the My Newelfin B2B portal. Pricing is quote-based and not publicly disclosed; an online product configurator allows customers to select functions, technical specifications, and accessories. The company sells into seven vertical segments: industrial automation (primary), railway, pharmaceutical/food, agriculture, outdoor/environmental exposure, heavy-duty applications, and tertiary/infrastructure. Marketing channels include major industrial trade shows (SPS Nuremberg 2025, InnoTrans Berlin 2018), a multilingual six-language website, technical blog content, and active social media presence on LinkedIn, Facebook, Instagram, and YouTube. The customer base is fragmented across these verticals with no named anchor accounts, supporting a distributed-volume revenue profile.

Name

Elfin

Legal name

NEW ELFIN divisione pulsanti S.r.l.

Website

https://newelfin.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

New Elfin is an Italian manufacturer of industrial control and safety devices, including push buttons, signaling equipment, and ergonomic two-hand controls, serving automation, railway, pharmaceutical, and heavy-duty sectors through an international distributor network.

Ownership category

akta.pro rank

Product category

Industrial Automation Components

NAICS

Relay and Industrial Control Manufacturing (335314)

SIC

Electrical Industrial Apparatus (3620)

akta.pro primary industry

Electromechanical Components (Relays, Switches, Potentiometers, Encoders) (IMAGAJAB)

Keywords

• Industrial control devices
• Push button stations
• Safety enabling switches
• Control and signaling
• Industrial automation components

Headquarters

HQ city

Caselle Torinese

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Revenue model

1. Industrial Hardware Sales: New Elfin generates revenue through the sale of industrial control and safety equipment including control auxiliaries, push button boxes, lighting/signaling devices, and safety equipment. Products are sold through distributor networks and direct sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Elfin (legally NEW ELFIN divisione pulsanti S.r.l.) designs, manufactures, and sells industrial control and signaling devices — including push buttons, selector switches, joysticks, emergency stop devices, enabling switches, two-hand control units, and push-button enclosures in aluminum, stainless steel, and thermoplastic. Products serve machinery builders and operators across industrial automation, railway, pharmaceutical/food, agriculture, and heavy-duty/outdoor sectors. Made in Italy with in-house production under ISO 9001:2015 certification and customization via an online product configurator.

Differentiator

Problem solved

Functional benefit

Products and services

• d22 Series Control and Signaling Devices (020 series) Complete 22mm-diameter control and signaling family (buttons, emergency stops, selectors, joysticks, lamps, signalers, contact elements, USB sockets) for assembly on industrial control panels and machinery. Targeted at OEMs and panel builders in industrial automation.
• d30 Series Control and Signaling Devices (030 series) 30mm panel-mount control and signaling product line (push buttons, emergency stops, selectors, joysticks, key switches, indicator lamps, contact elements) used on industrial machinery control panels. Targeted at industrial machinery OEMs.
• d30 Filopannello Series Control and Signaling Devices (032 series) Flush-mount 30mm control and signaling devices (buttons, emergency stops, selectors, joysticks, lamps, commutators, USB sockets) for flush-panel installations on industrial machinery. Targeted at panel builders requiring low-profile design.
• 016 Series Enabling and Control Devices Three-position enabling switches and associated control devices for safe operator presence inside hazardous zones of automated industrial systems. Targeted at industrial automation safety systems and machinery OEMs.
• Push Button Boxes — Aluminum (040 series M4, M5, M10) Aluminum push-button enclosures (M4, M5, M10 series) and junction boxes used to house control and signaling devices in industrial settings. Targeted at industrial machinery OEMs and panel builders needing rugged metal enclosures.
• Push Button Boxes — Stainless Steel (040 INOX series) Stainless steel (INOX) push-button enclosures and accessories for control device housing in hygienic, corrosive, or wash-down environments. Targeted at pharmaceutical, food processing, and clean-room applications.
• Push Button Boxes — Thermoplastic (080 series: MONO, ERGO, SMOOTH, TECHNO, CUBE, REMOTE, VISION) Thermoplastic push-button enclosures in seven product families (MONO, ERGO, SMOOTH, TECHNO, CUBE, REMOTE, VISION) plus polyester enclosures for control and signaling devices. Targeted at industrial OEMs needing lightweight, corrosion-resistant, customizable enclosures.
• Ergonomic Two-Hand Control Command (Comando Bimanuale Ergonomico) Ergonomic two-hand safety control device requiring simultaneous two-hand actuation, compliant with UNI EN ISO 13851, with anatomical hand rest support and reinforced technopolymer construction. Targeted at industrial machinery requiring two-hand safety control (presses, robotic cells).

Quantifiable outcome

• Ergonomic design supports thenar and hypothenar muscles, reducing joint strain and preventing carpal tunnel syndrome
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• InnoTrans Trade FairminorOthersNew Elfin participated as an exhibitor at the InnoTrans 2018 international railway trade fair held September 18-21 in Berlin, showcasing new products from their 032 series including square key selectors and rotary selectors.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Eaton: Global power-management major offering industrial control push buttons, signaling devices, and safety components within its broad automation portfolio. Competes with New Elfin across multiple verticals but as part of a much wider product mix.
• Rockwell Automation: US-based industrial automation major offering Allen-Bradley push buttons, signaling, and operator control devices. Broad incumbent competitor with stronger North American footprint but limited presence in New Elfin's Italian specialty niches.
• Schneider Electric: Global industrial automation leader with Harmony push-button and signaling product lines that directly overlap New Elfin's offering. A dominant incumbent in industrial control devices across Europe and globally.
• ABB: Global automation and electrification major offering pilot devices, signaling, and operator control components within its broader industrial automation portfolio. Overlaps New Elfin's offering across multiple sectors.
• Siemens: Global industrial automation leader with SIRIUS and 3SB push-button/control device lines that compete directly with New Elfin's d22/d30 series products, particularly in industrial automation and railway applications.
• Phoenix Contact: German specialist in industrial connection and automation technology including operator control panels and signaling devices. Adjacent competitor with stronger electronics/connectivity focus than New Elfin's electromechanical core.

Direct peers

• Pizzato Elettrica: Italian manufacturer of industrial control devices, safety switches, and signaling equipment. The closest direct competitor to New Elfin given overlapping Italian origin, similar product range (push buttons, safety devices, control panels), and shared target markets in industrial automation.
• Banner Engineering: Manufacturer of industrial safety products including two-hand control devices, enabling switches, and operator interface controls. Direct competitor in the safety-critical control-device segment targeted by New Elfin's 016 series.
• Schmersal: German specialist in industrial safety switchgear, safety relays, and operator control devices. Direct peer in the safety-critical control segment, particularly in two-hand controls and enabling switches where New Elfin competes.
• IDEC Corporation: Japanese global manufacturer of industrial push buttons, selector switches, and control components. Direct peer in the same electromechanical control-device category with comparable product families (d22, d30 series equivalents).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCturF9YDzaXOYhmGVvjQRVQ
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/new-elfin
• Instagraminstagram.com/newelfin

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 Elfin