Fiero Automation

What Fiero Automation does

Fiero Automation is a value-added industrial automation distributor operating as a strategic subsidiary of Hartfiel Automation. Founded in 1984 and headquartered in Wheat Ridge, Colorado with a secondary office in Sandy, Utah, the company distributes automation components—including robotics, vision systems, sensors, PLC controls, and pneumatics—from a roster of strategic vendor partners (ABB Robotics, B&R Industrial Automation, Banner Engineering, MAC Valves, Mobile Industrial Robots, SICK, IMI Bimba, PHD, Piab, Camozzi, EATON, Turck, 80/20 Inc., Antaira, and Advantech) across 21 U.S. states concentrated in the mountain states, Plains, and select mid-Atlantic and Southeast markets.

The company's core offering extends beyond pure distribution. Its Value-Added Assembly Services partially or completely assemble components from customer-approved bills of materials into tested, ready-to-install sub-assemblies (kits) under a single purchase order. Engineering Services provide technical design partnership, training, and equipment design support, while the trademarked Customer Profit Reinforcement (CPR) process documents and quantifies savings opportunities by comparing customers' existing setups to Fiero's proposed solutions. An online Zendesk-based Engineering Support Portal and an online invoicing/bill-pay platform round out the post-sale stack.

Fiero's go-to-market is sales-led, combining direct field sales from its two offices with inside sales accessed via toll-free lines and an e-commerce storefront at shop.hartfiel.com. Pricing is quote-based and not publicly disclosed. The customer base targets industrial manufacturers seeking robotics integration, pneumatics systems, and PLC/sensor implementations, with no named customers or revenue figures disclosed. The company is privately held under Hartfiel Automation, with no external investors identified in the available data.

Name

Fiero Automation

Legal name

Fiero Automation

Website

https://fierofluidpower.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Fiero Automation is a value-added industrial automation distributor and subsidiary of Hartfiel Automation, serving industrial manufacturers across 21 U.S. states with robotics, sensors, PLCs, pneumatics, value-added assembly, and engineering services.

Ownership category

akta.pro rank

Product category

Industrial Automation Distribution

NAICS

Fluid Power Cylinder and Actuator Manufacturing (333995)

SIC

Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Motion & Machine Control (CNC, Robotics Controllers, Servo/Motion Controllers) (IMAGABAG)

akta.pro secondary industry

Motion Control Components (Servos, Drives, Motors, Encoders) (IMAHAHAG)

Keywords

• Industrial automation components
• Pneumatic systems distribution
• Robotics integration
• Value-added assembly
• PLC controls

Headquarters

HQ city

Arvada

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Automation Component Distribution: Distribution of automation components including robotics, sensors, PLC controls, pneumatics, and machine control systems from strategic vendor partners.
2. Value-Added Assembly Services: Assembly services where components are partially or completely assembled into sub-assemblies or kits for customers, adding value through pre-assembly and testing.
3. Engineering Support Services: Engineering support services focused on partnering with customers to achieve success in equipment design and manufacturing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Fiero Automation is a value-added industrial automation distributor that sells robotics, vision systems, sensors, PLC controls, pneumatics, and machine control components on behalf of strategic vendor partners to industrial manufacturers across 21 U.S. states. The company complements its component distribution with partially or fully assembled sub-assembly kits (tested and ready to install), engineering support services for equipment design and manufacturing, and the trademarked Customer Profit Reinforcement (CPR) process for documenting customer cost savings.

Product overview

Fiero Automation is a distribution company offering automation components and related services. The core offering is the distribution of automation components (robotics, vision systems, sensors, PLC controls, pneumatics) from multiple strategic vendor manufacturers including ABB Robotics, B&R Industrial Automation, Banner Engineering, MAC Valves, Mobile Industrial Robots, SICK, IMI Bimba, PHD Inc., piab, Camozzi, and others. This distribution portfolio is complemented by value-added services including assembly of components into ready-to-install sub-assemblies, engineering support and design services, online invoice management, and the trademarked Customer Profit Reinforcement (CPR) process. The company positions itself as a value-added distributor serving the mountain states region with a focus on strengthening American manufacturing through innovative automation solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Automation Components Distribution Distribution of automation components including robotics, vision systems, sensors, PLC controls, and other critical automation components from strategic vendor partners, sold to industrial manufacturers across 21 U.S. states.
• Value-Added Assembly Services Partial or complete assembly of components from customer-approved bills of materials into sub-assemblies (kits), tested and ready to install, allowing customers to order one item under one purchase order.
• Engineering Services Technical engineering support, training, and equipment design partnership to help customers achieve success in manufacturing.
• Pneumatics Pneumatic automation components and systems distributed from strategic vendor partners.
• Robotics Industrial robotics and robotic automation systems distributed from strategic vendor partners.
• Machine Control Machine control systems and PLC controls for automation, distributed from strategic vendor partners.
• Sensors and Safety Sensor technology and safety systems for industrial automation, distributed from strategic vendor partners.
• MAC Bullet Valve Line MAC's patented Bullet Valve technology featuring lifting solenoid configuration with balanced design, available in 2-way, 3-way, and 4-way configurations for consistent shifting forces and repeatable response times.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core.

• IMI BimbacoreChannel Partner/ Reseller/ DistributorStrategic vendor partner whose products are distributed by Fiero Automation, available across 21 states including Colorado, Delaware, District of Columbia, Georgia, Iowa, Kansas, Maryland, Minnesota, Missouri (Western), Nebraska, Nevada, North Carolina, North Dakota, Oklahoma, South Carolina, South Dakota, Texas, Utah, Virginia, West Virginia, and Wyoming.
• MAC ValvescoreChannel Partner/ Reseller/ DistributorStrategic vendor partner distributing MAC Valves products including the patented Bullet Valve line, available across 21 states in Fiero's coverage area.
• Mobile Industrial Robots (MiR)coreChannel Partner/ Reseller/ DistributorStrategic vendor partner for MiR autonomous mobile robots, available across 21 states in Fiero's coverage area.
• PHD, Inc.coreChannel Partner/ Reseller/ DistributorStrategic vendor partner for PHD automation components, available across 21 states in Fiero's coverage area.
• PiabcoreChannel Partner/ Reseller/ DistributorStrategic vendor partner for Piab automation solutions, available across 21 states in Fiero's coverage area.
• SICKcoreChannel Partner/ Reseller/ DistributorStrategic vendor partner for SICK sensors and safety products, available across most states in Fiero's coverage area (Colorado, Iowa, Kansas, Minnesota, Missouri (Western), Nebraska, Nevada, North Dakota, Oklahoma, South Dakota, Texas, Utah, Wyoming).
• 80/20 Inc.coreChannel Partner/ Reseller/ DistributorStrategic vendor partner for 80/20 Inc. modular framing systems, available across 21 states in Fiero's coverage area.
• ABB RoboticscoreChannel Partner/ Reseller/ DistributorStrategic vendor partner for ABB Robotics products, featuring ACOPOStrak, SuperTrak, and ACOPOS 6D mechatronic systems for 24/7 industrial operation.
• B&R Industrial AutomationcoreChannel Partner/ Reseller/ DistributorStrategic vendor partner for B&R Industrial Automation featuring ACOPOStrak, SuperTrak, and ACOPOS 6D transport systems designed for high availability under demanding conditions.
• AdvantechcoreChannel Partner/ Reseller/ DistributorStrategic vendor partner for Advantech industrial computing products, available in select states (Delaware, District of Columbia, Georgia, Iowa, Kansas, Maryland, Minnesota, Missouri (Western), Nebraska, North Carolina, North Dakota, Oklahoma, South Carolina, South Dakota, Texas, Virginia, West Virginia).
• AntairacoreChannel Partner/ Reseller/ DistributorStrategic vendor partner for Antaira industrial networking products, available across 21 states in Fiero's coverage area.
• CamozzicoreChannel Partner/ Reseller/ DistributorStrategic vendor partner for Camozzi pneumatic components, available across 21 states in Fiero's coverage area.
• EATONcoreChannel Partner/ Reseller/ DistributorStrategic vendor partner for EATON industrial automation products, available across 21 states in Fiero's coverage area.
• Banner Engineering CorpcoreChannel Partner/ Reseller/ DistributorStrategic vendor partner for Banner Engineering sensors and industrial lighting products.
• TurckcoreChannel Partner/ Reseller/ DistributorStrategic vendor partner for Turck industrial automation products including sensors, connectivity, and interface solutions.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Direct peers

• AutomationDirect: AutomationDirect is a direct-to-customer automation components distributor specializing in PLCs, sensors, pneumatics, motors, and motion control. It is comparable to Fiero in product categories (PLCs, sensors, pneumatics) but competes through a direct e-commerce model with private-label products rather than Fiero's value-added, multi-vendor distribution model.
• McMaster-Carr: McMaster-Carr is a major US industrial supply distributor offering an enormous catalog of components including automation, pneumatics, sensors, and motion control products. Both companies share the same business model — third-party distribution of automation and industrial components to manufacturing customers — though McMaster-Carr operates at vastly greater scale and a national footprint.
• Motion Industries: Motion Industries, a subsidiary of Genuine Parts Company, is a leading US industrial distribution company with strong pneumatics, automation, and motion control product lines. Like Fiero, it combines broad product distribution with value-added services (assembly, repair, technical support) targeting industrial manufacturing customers across multiple US states.
• RS Components (RS Americas / Allied Electronics): RS Components is one of the world's largest industrial automation and electronics distributors, distributing products from many of the same vendors Fiero carries (ABB, Phoenix Contact, Schneider, Omron equivalents). It is the closest direct competitor in product mix and multi-vendor distribution model, though it operates globally with a primarily e-commerce channel rather than Fiero's field-sales-led regional model.

Broad incumbents

• Festo: Festo is a leading global manufacturer of pneumatic and electric automation technology, and also operates direct sales channels in the US. It competes with several of Fiero's distributed vendors (Camozzi, IMI Bimba) in pneumatics and overlaps in target customer base, though as an OEM rather than a multi-vendor distributor.
• Grainger: Grainger is the largest US industrial supply company, offering more than 1.6 million products including automation, pneumatics, motors, sensors, and safety equipment. It overlaps significantly with Fiero's automation and MRO product categories but addresses a much broader customer base and competes on scale, brand, and supply-chain speed rather than value-added engineering services.
• Rexel USA: Rexel USA is a major electrical and automation distribution company serving industrial and commercial customers across the United States. It distributes many of the same automation and control product categories as Fiero (PLCs, sensors, drives) and competes for similar industrial manufacturing customers, though with national reach and broader electrical product coverage.
• Applied Industrial Technologies: Applied Industrial Technologies is a large US industrial and fluid power distributor serving customers across all 50 states. It is comparable to Fiero in the pneumatics, fluid power, and automation categories but operates at much larger scale, offers broader MRO coverage, and competes for the same industrial manufacturing customers Fiero targets.

Emerging players

• Digi-Key Electronics: Digi-Key is a major US-based electronic components distributor offering sensors, industrial automation components, and connectivity products. While primarily focused on electronic components rather than full mechanical automation, it overlaps with Fiero in sensor and machine-control product categories and competes for industrial customers seeking online procurement.
• Würth Industry North America: Würth Industry is the industrial division of the Würth Group, providing fastening, assembly, and MRO supplies including automation-adjacent products to industrial customers. It overlaps with Fiero's value-added assembly and B2B distribution model but focuses more on fastening and C-part management than core automation components.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks1 record

Key highlights1 record

Customer concentration

• Xx.com/automationfiero
• LinkedInlinkedin.com/company/fiero-automation

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 Fiero Automation