What Murri does

Murri Oy is a Finnish B2B distributor of industrial electrical and automation components, headquartered in Lahti, Finland, and operating since 1990. The company aggregates more than 7,000 stock-keeping units from external manufacturers across nine primary categories: sensors (inductive, optical, ultrasonic, capacitive, magnetostrictive), sensor and valve connector cables, wires/cables/connectors/hoses, cable entry solutions, central components and power supplies, mobile electrification systems, machine vision and robotics and RFID and condition monitoring, and safety products with light and sound alarms. Catalog depth (1,380 sensor SKUs, 1,918 wire/cable/connector SKUs, 1,538 cable entry SKUs) and certifications including ATEX for explosive atmospheres indicate a focus on demanding industrial environments.

Murri serves five primary industrial segments in Finland and the wider EU area: machine and device manufacturers, automation industry integrators, central/panel manufacturers, wiring harness manufacturers, and process industries. Orders are accepted via telephone (03-882 4000), email ([email protected]), and the company's e-commerce portal at murri.fi. Pricing is not publicly disclosed; the company operates a quote-based model with a 120 EUR minimum order value, a 45 EUR small-order surcharge, and a 20 EUR cable-cutting fee. Distribution reach is regional (Finland-centric with EU extension), relying on direct sales and a self-operated storefront rather than marketplaces or third-party resellers.

The company has 1-10 employees, is privately held with no disclosed external investors or parent entity, and is independently owner-operated. Recent commercial activity includes a 2025 channel partnership with SEER Robotics to distribute mobile robots, a 2025 introduction of the Dobot ATOM humanoid robot, and 2024 participation in the Pohjoinen Teollisuus (Northern Industry) trade fair. No acquisitions, funding rounds, regulatory actions, or leadership changes are on record in the source materials.

Name

Murri

Legal name

Murri Oy

Website

https://murri.fi

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Murri is a privately held Finnish B2B distributor of industrial electrical and automation components, supplying a 7,000+ SKU catalog of sensors, cables, connectors, and automation equipment to machine manufacturers, panel builders, and process industries across Finland and the EU.

Ownership category

akta.pro rank

Headquarters

HQ city

Lahti

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: B2B sales of industrial automation components and solutions to Finnish and EU-area businesses. Products include sensors, cables, connectors, power supplies, and related industrial equipment. Orders placed via phone, email, or e-commerce.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Murri distributes a multi-category catalog of more than 7,000 industrial electrical and automation components to B2B customers in Finland and the EU area. The offering spans sensors, sensor and valve connector cables, wires/cables/connectors/hoses, cable entry solutions, central components and power supplies, mobile electrification systems, machine vision/robotics/RFID/condition monitoring, and safety/alarm products.

Product overview

Murri is an industrial electrical and automation solutions provider serving machine and equipment manufacturers, automation industry, panel builders, wiring harness manufacturers, and process industry. The product portfolio is organized as a multi-category catalog of 7,074+ industrial automation products: Sensors (1,380 products) including inductive, optical, ultrasonic, capacitive, and magnetostrictive types; Sensor and valve connector cables (899 products); Wires, cables, connectors, and hoses (1,918 products); Cable entry solutions (1,538 products); Central components, power supplies and IT network products (731 products); Mobile electrification systems (345 products); Machine vision, robotics, RFID and condition monitoring (357 products); and Safety products with light and sound alarms (366 products). The portfolio also includes mobile robots from SEER Robotics, Dobot humanoid robots, and various clearance/discontinued items.

Differentiator

Problem solved

Functional benefit

Products and services

• Industrial Sensors (Anturit) Catalog of 1,380 industrial sensors including inductive, optical, ultrasonic, capacitive, magnetostrictive, and process sensors for detection, measurement, and position sensing in industrial applications.
• Sensor and Valve Connector Cables (Anturi- ja venttiilipistokekaapelit) Pre-assembled cables with sensor and valve connectors, including M8 and M12 coded connectors, junction cables, and fieldbus products for industrial automation installations.
• Wires, Cables, Connectors, and Hoses (Johtimet, kaapelit, liittimet, letkut) Range of industrial wires, control cables, servo cables, data-transmission cables, fieldbus cables, cable lugs, cable ducts, protective hoses, and related tools for industrial wiring applications.
• Cable Entry Solutions (Läpivientiratkaisut) Cable glands, EMC glands, ATEX glands, hygienic glands, angle glands, multi-hole and flat cable seals, and accessories for sealed cable routing in industrial enclosures.
• Central Components, Power Supplies, and IT Network Products (Keskuskomponentit, virtalähteet ja IT-verkkotuotteet) Switched-mode power supplies, transformers, UPS systems, central electronics, I/O systems, busbars, main switches, marking systems, enclosures, and humidity-control products for control cabinet and industrial IT network applications.
• Mobile Electrification (Liikkuva sähköistys) Energy chain systems, conductor rails, slip rings, cable drums, cable carts, and impact buffers for mobile machinery and automated industrial systems.
• Machine Vision, Robotics, RFID, and Condition Monitoring (Konenäkö, robotiikka, RFID, kunnonvalvonta) RFID systems (UHF, HF, LF), machine vision cameras and sensors, IO-Link hubs, robotics accessories, dresspacks, and protective hoses for industrial automation, identification, and condition monitoring.
• Safety Products and Light/Sound Alarms (Turvatuotteet sekä valo- ja äänihälyttimet) LED and xenon signal towers, light curtains, emergency stops, safety interlocks, ATEX-rated alarm devices, and industrial warning systems for machine and process safety applications.
• SEER Robotics Mobile Robots (SEER Robotics Mobiilirobotit) Mobile robots from SEER Robotics offered to industrial automation customers for autonomous mobile robot (AMR) solutions in industrial environments.
• Dobot ATOM Humanoid Robot Collaborative humanoid robot from Dobot (ATOM) offered to industrial customers as part of Murri's collaborative robotics product portfolio.

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• SEER RoboticscoreChannel Partner/ Reseller/ DistributorMurri offers SEER Robotics mobile robots, expanding their robotics product portfolio to serve industrial automation customers with autonomous mobile robot (AMR) solutions.

Scale indicators9 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Rexel: European-headquartered global electrical distributor serving industrial, commercial, and residential markets. Overlaps with Murri in industrial automation components distribution but operates at a vastly larger scale with multi-country presence.
• Würth: Global industrial supply and assembly materials distributor with Finnish operations. Overlaps with Murri in industrial fasteners, electrical components, and MRO supplies for industrial customers.
• Weidmüller: Industrial connectivity, electronics, and automation components manufacturer with distribution partnerships across Europe. Comparable product portfolio (connectors, sensors, cabling, power supplies) that overlaps significantly with Murri's catalog.
• Phoenix Contact: Manufacturer and supplier of industrial electrical connectivity, automation, and control components. Comparable to Murri in product categories (connectors, sensors, industrial interfaces) but operates primarily as an OEM that Murri would also resell.
• Sonepar: Global electrical distribution leader with operations across Europe including Finland. Competes with Murri in the same electrical apparatus, wiring, and automation components categories but at much larger scale and broader product depth.

Direct peers

• Farnell / element14: European electronic components distributor carrying sensors, connectors, cables, and industrial automation parts. Comparable to Murri's catalog breadth and online B2B ordering model, serving Finnish engineering and industrial customers.
• Distrelec / Elfa Distrelec: European electronic and industrial automation components distributor operating in Finland and Nordic markets. Direct B2B catalog overlap with Murri's sensor, connector, cable, and industrial component offerings.
• OEM Automatic: Nordic industrial components distributor serving Finnish and Scandinavian manufacturers with automation components, sensors, and electromechanical parts. Highly comparable to Murri in geography, customer base, and product categories.
• Conrad Electronic: European electronics and industrial components distributor with Finnish operations. Overlaps with Murri in sensors, connectors, cables, and automation component categories for B2B industrial buyers.
• RS Components (RS Finland): European catalog and e-commerce distributor of electronic and industrial components including sensors, connectors, cables, and automation products. Directly comparable to Murri's e-commerce-plus-direct B2B model in the Finnish market.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/MurriOy
• LinkedInlinkedin.com/company/murri-oy

Compliance1 record

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 Murri