Embedded Logic Solutions

What Embedded Logic Solutions does

Embedded Logic Solutions Pty Ltd (trading as Emlogic) is a specialized Australian technology distributor founded in 2004 and headquartered at 5/23 Hunt Street, North Parramatta, NSW. The company supplies advanced manufacturing, electronics prototyping, and embedded software development solutions to design engineers, researchers, manufacturers, and academic institutions across Australia and New Zealand. Emlogic operates as a sales-led distributor combining consultative enterprise sales for complex equipment with a self-serve WooCommerce e-commerce storefront, supported by an in-house engineering team that provides installation, training, and ongoing technical support. The business is privately held with 1–10 employees and no disclosed external funding.

Emlogic's product portfolio is organised around four solution categories sourced from global manufacturers. PCB prototyping and SMT assembly equipment is supplied through LPKF (laser prototyping), NeoDen (pick-and-place), HTGD (solder paste printing, optical and X-ray inspection), and Delvitech (AI-powered AOI and SPI inspection). Industrial and desktop 3D printing is supplied through Farsoon (industrial LPBF metal and SLS polymer systems with build volumes up to 225L and up to four lasers), BMF (Projection Micro Stereolithography desktop printers for micro-scale structures in resin, ceramic, and hydrogel), Insstek (DED metal), Rapidia (metal paste extrusion), Xolo (volumetric), and MeltPrep (material research). CAN/LIN bus interfaces, analysis software, and APIs are supplied through PEAK-System and Ixxat (HMS Networks), including USB, PCI, PCIe, miniPCIe, and M.2 form factors supporting CAN CC, CAN FD, and CAN XL, paired with PCAN-Explorer analysis software and PCAN-Developer programming APIs. Embedded software development tools are supplied through ARM Keil (MDK for ARM Cortex-M), Lauterbach (TRACE32 modular debug and trace), and AbsInt (static analysis and formal verification for safety-critical software including aiT, StackAnalyzer, Astrée, and RuleChecker).

Revenue is generated primarily through hardware product sales sourced from global manufacturers, supplemented by software license sales (one-time perpetual and floating licenses such as PCAN-Explorer V6/V7 and add-ins) and bundled professional services including installation, training, and technical support. Pricing is unit-based with quantity discounts (2% off at 10+ units, 5% off at 30+ units, 10% off at 50+ units); payment terms require full payment for orders under A$30,000 and a 50% deposit for larger orders. Customer segments include Australian and New Zealand universities and research organisations, professional design engineers, and enterprise manufacturers in automotive, aerospace, healthcare, and industrial sectors.

Name

Embedded Logic Solutions

Legal name

Embedded Logic Solutions Pty Ltd

Website

https://emlogic.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Emlogic is an Australia-based authorized distributor (founded 2004, 1–10 employees) supplying advanced manufacturing, PCB prototyping, 3D printing, CAN bus, and embedded software development solutions from global manufacturers to design engineers, researchers, manufacturers, and universities across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Industrial Electronics and Advanced Manufacturing Equipment Distribution

NAICS

Other Communications Equipment Manufacturing (334290), Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511), Custom Computer Programming Services (541511)

SIC

Printed Circuit Boards (3672), Industrial Instruments For Measurement, Display, And Control (3823), Services-Prepackaged Software (7372)

akta.pro primary industry

Embedded Software & Firmware Tools (Compilers, Debug, RTOS tooling) (HDAHAFAE)

akta.pro secondary industry

PCB Assembly (PCBA/EMS) (HDAHAOAI)

Keywords

• CAN bus interfaces
• Industrial 3D printing
• PCB prototyping equipment
• Embedded development tools
• Advanced manufacturing distribution

Headquarters

HQ city

Parramatta

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Hardware Product Sales: Primary revenue stream from selling physical products including 3D printing equipment, PCB/SMT solutions, CAN bus interfaces, and embedded development tools. Products are sourced from global manufacturers and supplied to customers across Australia and New Zealand. Payment terms include full payment upfront for orders under $30,000, or 50% deposit with balance due within 30 days for larger orders.
2. Software Licenses and Subscriptions: Revenue from selling software licenses including PCAN-Explorer (both V6 and V7), add-ins (J1939, CANdb, Plotter, Instruments Panel, Bus Descriptions), and developer tools. Software includes perpetual licenses as well as floating licenses for enterprise use. Annual maintenance and database updates available as separate purchases.
3. Professional Services: Services including professional installation, system setup, operator training, ongoing technical support, and application guidance. These services are bundled with equipment purchases and provide a differentiation advantage through local support.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Embedded Logic Solutions (Emlogic) is a value-added distributor supplying advanced manufacturing and prototyping solutions to Australia and New Zealand. It resells hardware and software from world-renowned manufacturers across four solution areas: PCB prototyping and SMT assembly (LPKF, NeoDen, HTGD, Delvitech), industrial 3D printing (Farsoon LPBF/SLS, BMF microArch, Insstek, Rapidia, Xolo), CAN/LIN bus interfaces (PEAK-System, Ixxat) and embedded development tools (ARM Keil, Lauterbach TRACE32, AbsInt).

Product overview

Emlogic is a specialized technology distributor serving Australia and New Zealand with a portfolio spanning CAN/LIN bus interfaces, industrial 3D printing systems, PCB prototyping equipment, and embedded software development tools. The product portfolio includes PEAK-System and Ixxat CAN/CAN FD/CAN XL hardware interfaces (USB, PCI, PCIe, miniPCIe, M.2 form factors) paired with PCAN-Explorer analysis software and PCAN-Developer programming APIs supporting multiple languages (C/C++, Python, C#); Farsoon LPBF metal and SLS polymer industrial 3D printing systems with build volumes up to 225L; BMF microArch high-resolution micro-scale 3D printers using PμSL technology; LPKF laser PCB prototyping and NeoDen/HTGD SMT assembly equipment; and ARM Keil MDK, Lauterbach TRACE32 debug tools, and AbsInt static analysis tools for embedded software development.

Differentiator

Problem solved

Functional benefit

Products and services

• PCAN-USB CAN/CAN FD Interface Adaptor
• PCAN-USB Pro FD
• PCAN-PCI / PCI Express CAN Interface Cards
• PCAN-miniPCIe / miniPCIe FD CAN Interface
• PCAN-M.2 CAN/CAN FD Interface
• PCAN-XL Starter Bundle
• PCAN-Ethernet Gateway DR
• PCAN-Explorer CAN Analysis Software

Quantifiable outcome

• Design-to-validation cycle reduced by 70% using Farsoon SLS technology for aerospace and automotive applications
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature5 records

Partnerships

21 partnerships are on record, tiered core and minor.

• Farsoon TechnologiescoreTechnology or Integration · 1 January 2025Strategic partnership bringing Farsoon's industrial LPBF (SLM) and SLS 3D printing solutions to Australia and New Zealand. Farsoon is a globally recognized leader in industrial additive manufacturing with over 1,400 systems installed across more than 30 countries. The partnership provides local technical support, installation, training, and ongoing service for Farsoon systems in ANZ.
• BMF (Boston Micro Fabrication)coreTechnology or IntegrationAuthorized distributor of BMF microArch 3D printing systems in Australia and New Zealand. BMF specializes in high-resolution micro-scale additive manufacturing using Projection Micro Stereolithography (PµSL) technology.
• PEAK-System Technik (HMS Networks)coreTechnology or IntegrationOfficial distributor of PEAK CAN and LIN solutions including USB adapters, PCI interfaces, Ethernet gateways, and PCAN-Explorer software. PEAK is a leading provider of hardware and software for automotive and industrial CAN communication.
• Ixxat (HMS Networks)coreTechnology or IntegrationOfficial distributor of Ixxat CAN products in Australia and New Zealand. Ixxat offers one of the largest portfolios of CAN products on the market.
• DelvitechcoreTechnology or IntegrationAuthorized distributor of Delvitech PCB inspection solutions including AI-powered AOI (Automated Optical Inspection) and SPI (Solder Paste Inspection) systems.
• LPKFcoreTechnology or IntegrationDistributor of LPKF solutions for research and in-house PCB prototyping including multi-layer PCB capabilities.
• NeoDencoreTechnology or IntegrationAuthorized distributor of NeoDen pick-and-place machines and SMT solutions for Australia and New Zealand.
• HTGDcoreTechnology or IntegrationDistributor of HTGD SMT solutions including optical and X-ray inspection systems.
• LauterbachcoreTechnology or IntegrationAuthorized distributor of Lauterbach TRACE32 debug and trace tools for embedded systems development.
• ARM-KeilcoreTechnology or IntegrationAuthorized distributor of ARM Keil MDK (Microcontroller Development Kit) software development solutions for ARM-based microcontrollers.
• AbsIntcoreTechnology or IntegrationAuthorized distributor of AbsInt static analysis and formal verification tools for safety-critical software including aiT, StackAnalyzer, Astrée, and RuleChecker.
• Monash University BEST ProgrammeminorGTM or Marketing PartnerSponsorship of Monash BEST (Biomedical Engineering Student Team) programme, supporting engineering education and student innovation.
• UNSW Sunswift RacingminorGTM or Marketing PartnerSponsorship of UNSW Sunswift Racing, a university solar car racing team, supporting research and education in sustainable engineering.
• UTS MotorsportsminorGTM or Marketing PartnerSponsorship of UTS Motorsports, supporting student motorsport competition and engineering education.
• RMIT MotorsportminorGTM or Marketing PartnerSponsorship of RMIT Motorsport team, supporting student engineering and motorsport development.
• AMTIL (Australian Manufacturing Technology Institute Limited)minorOthersMember of AMTIL, supporting growth and development of the Australian manufacturing industry.
• Materials AustraliaminorOthersMember of Materials Australia, participating in and supporting the materials science and engineering community.
• SMCBA (Society of Manufacturing Engineers Greater Chicago Chapter - brand extension)minorOthersActive member participating in manufacturing industry community development.
• AIDN (Australian Industry Defence Network)minorOthersMember of AIDN, participating in and supporting the Australian defence industry.
• IICA (Institute of Instrumentation, Control and Automation Australia)minorOthersMember of IICA, supporting instrumentation, control and automation professionals in Australia.
• AAMN (Australian Association of Normalisation - likely Manufacturing)minorOthersActive member participating in Australian manufacturing standards and normalisation activities.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Arrow Electronics: Global broad-line distributor of semiconductors, embedded solutions, and enterprise computing. Operates in ANZ with enterprise-focused field sales; overlaps with Emlogic in embedded and industrial segments but at much larger scale and broader scope.
• Avnet: Global broad-line distributor with dedicated embedded and specialised solutions divisions. Competes with Emlogic in embedded modules, development tools, and industrial IoT — though typically at OEM-tier accounts rather than Emlogic's SME and academic core.
• Mouser Electronics: Global authorised distributor of semiconductors and electronic components with 1M+ SKU catalogue. Operates in ANZ via localised website and warehouse; competes with Emlogic on breadth and speed of fulfilment rather than depth of specialty support.
• RS Group (RS Components / RS Pro): Global broad-line industrial and electronics distributor with established ANZ presence. Overlaps with Emlogic across industrial test, embedded boards, and prototyping tools, but lacks Emlogic's specialist additive manufacturing and CAN bus depth.
• Digi-Key Electronics: Global authorised distributor with very large catalogue of electronic components and embedded development tools. Competes with Emlogic's ARM Keil / Lauterbach distribution at the volume/component layer, though without Emlogic's local ANZ FAE bench.
• element14 (Farnell): Global broad-line electronics distributor with strong ANZ operations, carrying semiconductors, passives, connectors, embedded boards, and test equipment. Competes with Emlogic on catalogue breadth and online convenience rather than niche specialty support.

Direct peers

• Objective3D: Australian specialty distributor focused on professional and industrial 3D printing (Stratasys, MakerBot, Artec scanners). Direct competitor to Emlogic in the ANZ additive manufacturing channel with a similar consultative, application-engineering-led sales motion.
• Braemac: ANZ-headquartered electronics and embedded solutions distributor carrying semiconductors, wireless modules, and embedded platforms. Closely mirrors Emlogic's model of authorised multi-brand distribution with local FAE support across Australia and New Zealand.
• Backplane Systems Technology: Australian value-added distributor of embedded computing, industrial PCs, and panel PCs. Operates with the same regional specialty distribution model as Emlogic, including FAE support and project-based design wins in industrial and defence verticals.
• Metromatics: Queensland-based distributor of test, measurement, embedded computing, and industrial automation equipment. Comparable to Emlogic in serving ANZ design engineers and academic researchers with technical pre-sales and local support.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/emlogic
• Facebookfacebook.com/Embedded-Logic-Solutions-Pty-Ltd-321226391585568
• LinkedInlinkedin.com/company/embedded-logic-solutions-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Embedded Logic Solutions