What LaSalle Reps does

LaSalle Reps is a privately held manufacturers' representative agency founded in 2016 and headquartered in Edison, New Jersey. The firm represents 16+ electrical equipment manufacturers — anchored by Eaton and its acquired brands (Cooper/Bussmann/Crouse-Hinds) and supplemented by Sti Firestop, Harger, Patriot/Ridgid, Stahlin, Appleton/Emerson (Easy Heat), RMC, ESL Power Systems, Minerallac, Rex Power Magnetics, MGM Transformers, and Panduit — across the NYC Metro, New Jersey, and New England territories. Revenue is earned on a commission basis against sales of represented products to electrical contractors, distributors, specifying/consulting engineers, and end users in residential, commercial, industrial, hospital, solar, utility, transit, wastewater, and power plant verticals.

The agency's go-to-market combines an 11-person outside sales force calling directly on key accounts (distributors, contractors, end users, spec engineers) with a 6-person inside sales team plus project equipment specialists handling inbound quote requests, BOM preparation, submittal packages, and order entry/expediting. Beyond pure product representation, LaSalle layers engineering services using SKM software (short circuit coordination, arc flash hazard analysis, harmonic studies), CAD-based NYC Electrical Plan Review (EPR) submissions to NYC DOB, on-site coordination and layout design, bus duct/cable bus/cable tray measurement with cloud imaging, and pre-design engineering consultations.

The business is founder-owned and operated by Andrew LaSalle (President, ex-GE), Gerard LaSalle (VP-NY, ex-GE/ABB), and Adrian Gubbay (VP-NJ, ex-Eaton), supported by Sal LoBue as Inside Sales Manager (since inception). The agency's competitive positioning rests on deep OEM-side technical pedigree, exclusive territorial representation rights with major electrical brands, specialized NYC code and DOB compliance navigation, and a project-management-oriented service layer that differentiates it from transaction-only rep agencies.

Name

LaSalle Reps

Legal name

LaSalle Reps

Website

https://lasallereps.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

LaSalle Reps is a manufacturers' representative agency selling electrical products and engineering services from 16+ OEM brands to contractors, distributors, and spec engineers across the NYC Metro, NJ, and New England markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Edison

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, Technology or R&D, Infrastructure

Revenue model

1. Manufacturer Representative Commissions: LaSalle Reps is a manufacturers' representative agency earning commissions on sales of the electrical products they represent. The agency represents multiple manufacturers across power distribution, wiring devices, conduit, firestopping, grounding, transformers, EV charging, and heating cable categories. Revenue is generated through commission payments from manufacturer partners based on sales volume in their assigned NYC Metro and NJ territory.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels1 record

Core offering

LaSalle Reps is a manufacturers' representative agency in the electrical industry that sells and provides technical support for 16+ manufacturer brands across power distribution, wiring devices, conduit, firestopping, grounding, transformers, EV charging, and heating cable categories in the NYC Metro, NJ, and New England markets. The agency generates revenue via commissions from manufacturer partners, supported by an outside field sales team, an inside sales team, and supplementary engineering services including power system studies, NYC Electrical Plan Review (EPR) submission, and on-site coordination/layout design.

Product overview

LaSalle Reps is a manufacturers' representative agency in the electrical industry serving the NYC-NJ Metropolitan Market. The company offers a comprehensive portfolio of electrical products through its manufacturer partnerships (Eaton, Stifirestop, Harger, Patriot SAS, Stahlin, Appleton/Emerson, RMC, ESL Power Systems, Minerallac, Rex Power Magnetics, MGM Transformers, Panduit) and supplements these with engineering services including power system studies, electrical plan review for NYC compliance, site coordination, and engineering consultations. Key product categories include switchgear, prefabricated rough-in systems, cable tray, firestopping, grounding/lightning protection, heat trace/snow melt systems, transformers, surge protection, EV charging, and electrical enclosures.

Differentiator

Problem solved

Functional benefit

Products and services

• Electrical Power Distribution Products Switchgear products including layout and design, prefabricated rough-in systems for wiring device and panel assemblies, cable tray, firestopping sleeves, EZ Path, cast-in devices, lightning protection, and grounding/bonding products for residential, commercial, and industrial applications — sold via represented manufacturer brands.
• Heat Trace and Snow Melt Systems Heat trace, snow melt, and under floor heating solutions for residential, commercial, and industrial applications, supplied through represented manufacturers.
• Power System Studies Engineering services using SKM software providing short circuit coordination studies, arc flash hazard analysis and label generation, and harmonic analysis to support electrical installations. Targeted at electrical contractors, engineers, and facility owners needing coordinated and code-compliant electrical systems.
• Electrical Plan Review (EPR) and NYC Submission Services End-to-end NYC compliance and submission service including data collection, CAD drawings, and submission handling for NYC Department of Buildings and utility Electrical Plan Review (EPR) requirements. Designed for customers navigating NYC's stringent electrical code compliance.
• Site Coordination and Layout Services Field engineering services covering site review, coordination requirements, conduit placement, switchgear layout and design, and value engineering opportunities to reduce equipment and labor costs and prevent plan/field mismatches.
• Bus Duct, Cable Bus, and Cable Tray Site Measurement and Design Complete on-site measurement and design drawings for bus duct, cable bus, and cable tray routing and installation, including manufacturing release documentation, supported by cloud imaging technology for complex existing facility installations.
• Engineering Consultations Technical consultations with design engineers on product selection and design layouts to help clients specify the most economical and high-performing electrical systems using products on the line card.

Quantifiable outcome

• Reduced project delays through on-site coordination and layout services
• +2 more outcomes

Segments4 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

13 partnerships are on record, tiered core and minor.

• EatoncoreChannel Partner/ Reseller/ DistributorEaton is the primary manufacturer brand represented by LaSalle Reps across a broad product portfolio including wiring devices (residential, commercial, industrial and hospital grade receptacles, switches), strut and cable tray, enclosures, prefabricated rough-in products, HDG fittings for NYC TA market, industrial fittings, LED hazardous area lighting, fuses and fuse holders, CH and BR load centers and breakers, surge protection devices, MV transformers, padmount switchgear, reclosers, and EV charging solutions (including ChargePoint). Eaton products cover the full spectrum of electrical distribution needs.
• Cooper Industries (Bussmann, Crouse-Hinds)coreChannel Partner/ Reseller/ DistributorCooper Industries (now part of Eaton) is represented for prefab rough-in products, commercial fittings (steel/die cast couplings, connectors, condulets, hubs), HDG products for NYC TA market, industrial fittings, hazardous area LED lighting, XP products, Cam-Lock plugs and receptacles, current limiting fuses, fuse blocks, and holders.
• Sti FirestopcoreChannel Partner/ Reseller/ DistributorSti Firestop is represented as a fully focused manufacturer and industry leader in fire protection systems including caulk, sealant, putty pads, pillows, cast-in sleeves, composite sheets, and EZ Path firestopping solutions. The company has over 25 years of industry experience.
• Harger (Grounding & Bonding)coreChannel Partner/ Reseller/ DistributorHarger provides grounding and bonding products including Cu busbars, conductors, mechanical grounding components, and electrodes; lightning protection with UL Master Label capability; and exothermic products using patented UltraShot technology. LaSalle offers Harger University training as part of their support.
• Patriot (Ridgid Conduit)coreChannel Partner/ Reseller/ DistributorPatriot represents Ridgid aluminum and stainless-steel conduit, nipples, elbows, and couplings, along with galvanized fittings and EMT elbows — all made in America.
• Stahlin (Fiberglass Enclosures)minorChannel Partner/ Reseller/ DistributorStahlin offers fiberglass and non-metallic enclosures across 15 product lines encompassing over 1,000 part numbers in 40+ configurations, serving protection needs for various on-the-job applications.
• Appleton/Emerson (Easy Heat)coreChannel Partner/ Reseller/ DistributorEasy Heat (Appleton/Emerson) provides residential, commercial and industrial heating cable solutions including pipe tracing, freeze protection, roof and gutter de-icing, snow melting, floor warming, frost prevention, under-slab heating, and thermal storage.
• RMC (Steel Pipe Products)minorChannel Partner/ Reseller/ DistributorRMC provides steel pipe products including EMT (trade sizes ½-4 inch in 10ft standard lengths, available in Real Color vibrant colors), RMC (½-6 inch), and IMC (½-4 inch) in 10ft standard lengths.
• ESL Power SystemscoreChannel Partner/ Reseller/ DistributorESL Power Systems provides emergency power solutions including StormSwitch interlocks with cam-style receptacles for portable generators, TripleSwitch three-interlocked disconnects, DualConnect docking stations, TempTap, and theatrical switchboards (ShowSwitch Company Switch 100-400A and Concert Power Boards up to 1600A). LaSalle has dedicated sales coverage for ESL including outside and inside sales specialists.
• MinerallacminorChannel Partner/ Reseller/ DistributorMinerallac is a premier provider of hardware and fastener products for the electrical distribution market.
• Rex Power MagneticscoreChannel Partner/ Reseller/ DistributorRex Power Magnetics provides LV general purpose transformers, MV cast coil transformers for harsh conditions, MV VPI/VPE transformers, drive isolation transformers for VFDs, and custom power transformers including neutral-grounding zig-zag and variable-output high-current testing transformers.
• MGM TransformerscoreChannel Partner/ Reseller/ DistributorMGM Transformers provides MV VPI transformers and MV liquid pad mount and substation transformers including FR3 and solar liquid-filled options, complementing Rex Power Magnetics' transformer offerings.
• PanduitminorChannel Partner/ Reseller/ DistributorPanduit products represented include wiring duct, cable ties, terminals and lugs, identification systems (label makers and printers), and heat shrink tubing.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Rexel USA: US arm of global electrical distributor Rexel, serving contractor and industrial customers across multiple states with broad product portfolios. Comparable in serving electrical contractors and distributors with overlapping electrical product categories, though much larger and operating under a distributor business model.
• Mayer Electric Supply: Alabama-headquartered regional electrical distributor with branches across the Southeast serving electrical contractors and industrial customers. Comparable in serving the same contractor/distributor customer base with electrical products, though operating a distributor business model with owned inventory rather than rep representation.
• Border States Electric: Fargo-based regional electrical distributor serving the Upper Midwest and Mountain West with contractor, utility, and industrial customers. Comparable in serving electrical contractors and utility customers with overlapping product categories, though as a regional distributor rather than rep agency.
• Sonepar North America: US operations of global electrical distributor Sonepar, operating multiple regional brands serving contractors and industrial customers. Comparable in addressing electrical contractor and distributor demand with overlapping electrical product categories, though at national/global scale and via owned distribution rather than rep representation.
• Van Meter Industrial: Iowa-based regional electrical and industrial distributor serving the Midwest with technical sales, automation solutions, and project support. Comparable in serving industrial and contractor customers with electrical product lines and engineering support, though operating as a distributor with owned inventory.
• Consolidated Electrical Distributors (CED): One of the largest electrical distributors in the US, serving contractors and end users with a multi-brand product portfolio and substantial inside/outside sales coverage. Comparable in serving the same customer base (electrical contractors) with overlapping product lines, though operating a distribution rather than rep model.

Direct peers

• Healy-Ruff Company: Minneapolis-based independent electrical manufacturers' representative serving the Upper Midwest with outside/inside sales coverage across multiple OEM brands. Comparable as a regional independent rep agency combining field sales, project quoting, and engineering support for electrical contractors and distributors.
• De Quincy & Associates: Cincinnati-based independent manufacturers' representative serving the Ohio Valley with technical outside sales across multiple electrical product lines. Comparable as a regional independent rep agency with a similar commission-based model and OEM manufacturer partnerships.
• Revere Electric Supply Company: Chicago-based independent manufacturers' representative and electrical distributor serving the Midwest with a multi-brand line card and field engineering services. Highly comparable as an independent rep agency combining technical sales, project support, and manufacturer representation in a defined regional territory.
• K/E Electric Supply: New York-area independent electrical sales agency/distributor serving the NYC metropolitan market with technical sales and project support. Comparable as an independent agency operating in the same NYC Metro territory with overlapping electrical product lines and contractor customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

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 LaSalle Reps