What Electroline does

Electroline Inc. is a family-owned, Midwest-focused value-added reseller (VAR) of mission-critical power, cooling, and wire/cable infrastructure, founded in 1979 by Eugene 'Gene' Higgins in Appleton, Wisconsin, and led since 1989 by Glenn Higgins. The company's core offering spans Uninterruptible Power Supplies (notably the Vertiv Liebert APM2 modular UPS and Liebert GXT/PSI systems), power distribution units, racks and enclosures, thermal management including data center liquid cooling, remote monitoring and management platforms, integrated custom solutions, and a broad wire and cable distribution catalog covering 15+ manufacturer brands (3M, Belden, Southwire, Corning, Nexans, Alpha Wire, Lapp USA, IGUS, and others). Electroline commits to a 'High Nines Reliability' framework targeting 99.99999% availability across five pillars: power availability, protection, conversion/distribution, precision air conditioning, and monitoring/service.

The business operates on a multi-stream revenue model: one-time hardware sales (UPS, PDU, racks, cooling, wire/cable), recurring service and support contracts (preventive maintenance, Vertiv support contracts, battery service), and professional services (consulting, assessments, and the free ELi Power Audit used as a lead-generation engine). Distribution is exclusively direct, with a small named sales team (Solutions Consultant, Sales Manager) engaging enterprise and mid-market buyers in Wisconsin and surrounding Midwest states from an Appleton headquarters and a Wauwatosa (Milwaukee-area) satellite office. Pricing is custom quote-based across all SKUs with multi-year contract cadences.

Electroline serves data center operators, banks and credit unions (FFIEC/GLBA compliance-driven), healthcare facilities, and industrial/commercial/utility/government customers, with stated 24/7 support availability. The company has invested in thought-leadership content marketing positioning itself as a regional advisor on Midwest grid reliability risk (MISO 2026–2030 high-risk window) and AI-driven hyperscale data center demand, while expanding into liquid cooling and high-density UPS to address these emerging requirements. There are no disclosed funding events, parent company, or institutional investors; the entity remains a privately held, founder-led regional VAR with 1–10 employees per firmographic data and 45+ years of continuous operation.

Name

Electroline

Legal name

Electroline Inc.

Website

https://electrolineinc.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

1–10 employees

Short description

Electroline is a family-owned Midwest value-added reseller (Appleton, WI) of mission-critical power, cooling, and wire/cable infrastructure, serving data centers, banks, healthcare, and industrial customers across Wisconsin with Vertiv Liebert UPS, thermal management, monitoring, and recurring service contracts since 1979.

Ownership category

akta.pro rank

Product category

Power Infrastructure Equipment Distribution

NAICS

Communication and Energy Wire and Cable Manufacturing (33592), Current-Carrying Wiring Device Manufacturing (335931)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600), Electric Lighting & Wiring Equipment (3640)

akta.pro primary industry

UPS Batteries & Energy Storage Modules (HDACAJAE)

akta.pro secondary industries

Flexible Cords, Portable Power & Cord Sets (IMADAMAI), Transmission & Distribution Line Equipment (Bushings, Insulators, Arresters, Conductors, Hardware) (IMAGAAAF)

Keywords

• Power infrastructure solutions
• Mission critical power
• UPS systems distribution
• Precision cooling systems
• Wire and cable supply

Headquarters

HQ city

Appleton

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, Others

Revenue model

1. Hardware Product Sales: Electroline sells electrical power and cooling technology products as a Value Added Reseller (VAR). Products include UPS systems, power distribution units, thermal management/precision cooling, racks and enclosures, monitoring and management systems, and integrated solutions. Also distributes wire and cable products (aluminum cable, fiber optic, VFD cable, thermocouple wire, etc.). Revenue generated from one-time product sales of equipment.
2. Service and Support Contracts: Electroline provides service and support capability for entire facilities including AC and DC power, battery service solutions, and IT cooling maintenance. Offers preventive maintenance, system availability maximization, and optimization/upgrade services. Also offers Vertiv support contracts for UPS systems. Revenue generated through ongoing service contracts and maintenance agreements.
3. Professional Services and Consulting: Provides assessments, power audits, professional consulting, and technical guidance on infrastructure planning. The complimentary power audit is used as a lead generation and consulting engagement tool, with subsequent recommendations and professional services billed separately.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Electroline is a value-added reseller that distributes mission-critical electrical power and cooling technology, alongside wire and cable products, to organizations across the Midwest US. Core products include Uninterruptible Power Sources (Vertiv Liebert line), Power Distribution, Racks and Enclosures, Monitoring and Management, Thermal Management, Integrated Solutions, and a broad Wire & Cable catalog. The offering is complemented by service and support contracts, a free on-site power audit (ELi), and a Power Continuity Service for battery and UPS lifecycle management.

Product overview

Electroline is a value-added reseller of electrical power and cooling technology and wire and cable products, founded in 1979. The company operates a platform-plus-modules architecture centered on mission-critical power infrastructure. The core product portfolio includes Uninterruptible Power Sources (featuring Vertiv Liebert APM2 and Desktop UPS), Power Distribution, Racks and Enclosures, Monitoring and Management, Thermal Management (including liquid cooling solutions), Integrated Solutions, and Wire & Cable. These products are complemented by service modules including Power Continuity Service, ELi Complimentary Power Audit, and comprehensive Service and Support offerings. Electroline positions itself as providing 'High Nines Reliability' targeting 99.99999% system availability for mission-critical applications across data centers, healthcare, financial institutions, and industrial operations.

Differentiator

Problem solved

Functional benefit

Brands

• ELi: Free Power Audit service offering focused on reliability, lifecycle planning, power resiliency, and business continuity.

Products and services

• Uninterruptible Power Sources (UPS) Complete line of UPS systems providing backup power, surge protection, and power conditioning for mission-critical applications in data centers, healthcare facilities, financial institutions, and industrial operations. Offered models include the high-efficiency Vertiv Liebert APM2 modular UPS (50-600 kW per cabinet, scalable to 2.4 MW, 9-inch touchscreen, hot-swappable modules, VRLA and lithium-ion support) and the economical Vertiv Desktop UPS (5 receptacles, up to 25 minutes runtime for entry-level PC).
• Power Distribution

Quantifiable outcome

• Organizations may see up to 20% in energy savings when upgrading to more efficient UPS models like the Liebert APM2 (Dynamic Online Mode at 98.8% efficiency, ECO Mode up to 99%)
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

21 partnerships are on record, tiered core and minor.

• VertivcoreTechnology or Integration · 1 January 2023Electroline is a Vertiv partner specializing in Liebert UPS systems, power distribution, and precision cooling solutions. Products include the Liebert APM2 UPS (launched in Europe late 2023), Liebert GXT and PSI systems, Vertiv Desktop UPS, and Environet Alert monitoring. Vertiv powers what matters — Electroline serves as the Midwest VAR channel for Vertiv's critical digital infrastructure solutions.
• 3MminorOthersElectroline stocks and distributes 3M wire and cable products including heat trace, medium voltage terminations, and specialty cables through its Appleton warehouse. Products available via quick shipping from Chicago-area master distribution partners.
• BeldenminorOthersElectroline distributes Belden brand wire and cable products including data cables (Cat 5e, Cat 6), fiber optic, fire alarm cable, and industrial cable. Stocked via Appleton warehouse and Chicago distribution network.
• Alpha WireminorOthersElectroline distributes Alpha Wire products including hook up wire (UL), electronic cable, and flexible cable. Available via quick shipping from Chicago-area partners.
• SouthwireminorOthersElectroline distributes Southwire products including aluminum cable, VFD cable, portable cord, and welding cable. One of the major wire and cable manufacturers in Electroline's supply network.
• Corning FiberminorOthersElectroline distributes Corning fiber optic cable products. Stocked via Appleton and Chicago distribution partners for quick fulfillment.
• NexansminorOthersElectroline distributes Nexans wire and cable products including LSZH cable, medium voltage cable, and specialty industrial cables.
• Lapp USAminorOthersElectroline distributes Lapp USA cables including OLFLEX brand flexible cable, festoon cable, and industrial automation cable.
• Draka (Prysmian Group)minorOthersElectroline distributes Draka brand cable products (now part of Prysmian Group) including data cable and specialty communications cables.
• General CableminorOthersElectroline distributes General Cable products (now part of Prysmian Group) including industrial wire and cable, power cables, and communications cables.
• IGUSminorOthersElectroline distributes IGUS chainflex motion cable and e-chain systems for dynamic cable management applications.
• Gleason ReelminorOthersElectroline distributes Gleason Reel products including festoon cable systems, pendant and reel cable, and cable reel solutions for industrial applications.
• Coleman Cable (now part of Southwire)minorOthersElectroline distributes Coleman Cable products including electronic cable, fire alarm cable, and hook up wire. Coleman Cable was acquired by Southwire.
• Service WireminorOthersElectroline distributes Service Wire products including industrial power cables, mining cables, and custom cable assemblies.
• Carol Cable (subsidiary of General Cable)minorOthersElectroline distributes Carol Cable products for commercial and industrial applications.
• West Penn WireminorOthersElectroline distributes West Penn Wire products including data cables, audio/video cables, and industrial wire for communications applications.
• Delta ThermminorOthersElectroline distributes Delta Therm heat trace products for industrial process temperature maintenance and pipe freeze protection.
• Watlow GordonminorOthersElectroline distributes Watlow Gordon heat trace and temperature management products for industrial applications.
• Adalet PLMminorOthersElectroline distributes Adalet PLM products including hazardous location enclosures, power distribution, and heat trace solutions for demanding industrial environments.
• LutzeminorOthersElectroline distributes Lutze cable and wire products including control cables, servo cables, and industrial automation cables for manufacturing applications.
• EDCi (Electroline Data Communications Inc.)coreStrategic or Co-development PartnerEDCi (Electroline Data Communications Inc.) is the affiliated company of Electroline Inc., founded in 1988 to research and expand into the data communications field. Glenn Higgins has served as president of both EDCi and Electroline since 1989, guiding evolution toward becoming an enterprise-wide solutions provider. The two companies share staff (Lori Verhagen manages purchasing and wire sales for both; Kris Reising email domain is @edci.com).

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Data Specialties Inc. Data Specialties is a Midwest-based provider of critical power, cooling, and data center infrastructure solutions. It is comparable to Electroline as a regional VAR/integrator reselling UPS, power distribution, and precision cooling solutions with services for Midwest data center and enterprise customers.
• Border States Electric: Border States Electric is a 100% employee-owned electrical supply distributor serving the Midwest, West, and Southern US. It is directly comparable to Electroline as a regional distributor of wire, cable, power distribution, and related infrastructure products serving utility, commercial, and industrial customers.
• Faith Technologies: Faith Technologies is a Midwest-based electrical and specialty systems contractor serving commercial, industrial, and data center customers. It is comparable to Electroline as a regional electrical solutions provider focused on power infrastructure for mission-critical facilities, though it leans more toward design-build installation services.
• Accu-Tech (a Wesco company): Accu-Tech is a value-added distributor of data communications, networking, and low-voltage infrastructure products, now part of Wesco. It is comparable to Electroline as a specialty distributor of cable and connectivity products serving enterprise and data center customers in defined US regions.

Broad incumbents

• Graybar Electric Company: Graybar is one of the largest North American electrical, communications, and data networking distributors. It is comparable to Electroline as a multi-vendor electrical distributor supplying wire, cable, power distribution, and data center infrastructure to commercial and industrial customers, though at vastly greater scale and broader geographic footprint.
• CED (Consolidated Electrical Distributors): CED is one of the largest electrical and lighting distributors in the US, with branches nationwide. It overlaps with Electroline in distributing wire, cable, power distribution, and industrial electrical products to commercial, industrial, and utility customers, though at much greater scale and broader geographic reach.
• Schneider Electric (APC): Schneider Electric, through its APC brand, manufactures UPS systems, PDUs, and data center infrastructure products sold via channel partners. It targets the same mission-critical power and cooling customer set as Electroline (data centers, healthcare, financial services) and competes for the channel relationships Electroline cultivates.
• Vertiv: Vertiv is the global manufacturer of Liebert UPS systems, power distribution, and thermal management solutions that Electroline resells. It is the most important OEM partner for Electroline and a direct competitor at the product level to any other VAR or integrator; as a manufacturer it serves as the broader incumbent against which Electroline's regional channel value must be measured.
• Eaton: Eaton is a global power management manufacturer producing UPS systems, power distribution, and electrical components sold through channel partners. It is comparable to Electroline because it serves the same mission-critical power customer use cases (data centers, healthcare, industrial), with Electroline typically reselling competing OEM offerings alongside or instead of Eaton.
• Wesco International: Wesco is a global electrical, communications, and utility distribution and supply chain services company. It competes with Electroline in the distribution of wire, cable, power infrastructure, and data center products, but at a national scale with a much broader product and service portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/electrolineinc
• LinkedInlinkedin.com/company/electroline-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Electroline