Horizon Sales
Horizon Sales is a privately held manufacturer's representative and distributor serving U.S. electronics manufacturers across the Midwest, New York, and Florida, representing 30+ SMT equipment suppliers and distributing consumables via the Horizon Supply Group e-commerce platform.
- Company typePrivate
- Founded1991
- HeadquartersBrighton, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Horizon Sales does
Horizon Sales (legal name Horizon Industrial Systems, Inc.) is a privately held manufacturer's representative and distributor serving the electronics manufacturing industry, founded in 1991 and headquartered in Brighton, Michigan. The company operates two core lines: (1) Equipment Sales, acting as the regional representative for 30+ top-tier equipment suppliers including JUKI, SEHO, Rehm Thermal Systems, Cogiscan, PARMI, Essemtec, LPKF, and BOFA across the Midwest, New York, and Florida, covering SMT placement, wave and selective soldering, 3D inspection, rework, cleaning, and fume extraction; and (2) Materials & Supplies, distributed through the Horizon Supply Group e-commerce storefront across 12 product categories (solder, fluxes, adhesives, ESD products, tools, cleaning chemistries, PPE, workstations, and others), with same-day shipping on many SKUs.
The business generates revenue through commission-based equipment sales (transaction-fee model) and direct hardware resale of consumables via the e-commerce platform. GTM is hybrid: enterprise field sales for capital equipment (driven by 7 regional sales representatives with defined territories) and self-service e-commerce for supplies. Pricing is quote-based for equipment and unit-based for supplies, with metal-content products priced per pound with a 25 lb minimum and subject to market-based pricing. The company operates a 4,000 sq ft facility combining warehouse, office, training facility, and demo room, runs the Bright Horizons Rewards loyalty program, and has held the 'Best Manufacturer's Representative for the Americas' Global Technology Award for 7 consecutive years. Ownership transitioned in 2025 from founder Dave Trail (45+ years in the industry) to Joshua Casper.
Horizon Sales firmographics
Firmographics- Name
- Horizon Sales
- Legal name
- Horizon Industrial Systems, Inc.
- Website
- https://horizonsales.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Horizon Sales is a privately held manufacturer's representative and distributor serving U.S. electronics manufacturers across the Midwest, New York, and Florida, representing 30+ SMT equipment suppliers and distributing consumables via the Horizon Supply Group e-commerce platform.
- Ownership category
- akta.pro rank
Where Horizon Sales is headquartered
LocationHeadquarters
- HQ city
- Brighton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Horizon Sales business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Equipment Sales (Commission-based): As a leading manufacturer's representative, Horizon Sales represents top-tier equipment suppliers (JUKI, SEHO, Rehm, Cogiscan, PARMI, and 26+ others) to electronics manufacturers. Revenue is generated through commissions on equipment sales.
- Materials & Supplies Distribution: Horizon Supply Group distributes electronics manufacturing and assembly supplies including solder, fluxes, hand tools, cleaning chemistries, ESD products, and more. Same-day shipping available on many products. Products sold directly through their e-commerce platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard per-unit pricing for supplies |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Horizon Sales product offering
Product offeringCore offering
Horizon Sales is a manufacturer's representative and distributor for the electronics manufacturing industry, operating two core lines: Equipment Sales (representing 30+ top-tier suppliers including JUKI, SEHO, Rehm, Cogiscan, PARMI for SMT placement, soldering, inspection, rework, and automation equipment) and Materials & Supplies distribution (solder materials, fluxes, hand tools, cleaning chemistries, ESD products, labels, workstations, and other consumables) via an e-commerce storefront with same-day shipping.
Product overview
Horizon Sales operates as a manufacturer's representative and distributor for the electronics manufacturing industry, offering two core product lines: Equipment Sales representing over 30 top-tier equipment suppliers (JUKI, BOFA, SEHO, Rehm, PARMI, Cogiscan, Essemtec, and others) covering SMT placement, soldering, inspection, rework, cleaning, fume extraction, and automation equipment; and Materials & Supplies distributing consumables across 12 categories including solder materials, adhesives/dispensing, ESD control, cleaning essentials, tools, labels, handling/storage, magnifiers, PPE, workstations, and splicing products. The company also provides IPC training through Circuit Technology Training and operates a Bright Horizons Rewards loyalty program for customers. Equipment solutions range from simple transfer conveyors to fully automated hands-free SMT/PCB assembly and soldering lines.
Differentiator
Problem solved
Functional benefit
Brands
- Bright Horizons Rewards: Exclusive rewards program designed to recognize and reward valued customers. Members earn points for every purchase which can be redeemed for exciting rewards including gift cards, free meals, free products, and donations to charity.
Products and services
- Horizon Sales Equipment Representation Manufacturer's representative services for SMT/PCB assembly and soldering equipment, representing 30+ top-tier suppliers including JUKI, SEHO, Rehm, Cogiscan, PARMI, BOFA, and others for electronics manufacturers in the Midwest, New York, and Florida. Solutions range from simple transfer conveyors to fully automated hands-free SMT/PCB assembly and soldering lines. Revenue is generated through commissions on equipment sales.
- Horizon Supply Group Materials & Supplies Distribution of electronics manufacturing and assembly supplies across 12 categories including solder materials, fluxes, adhesives, dispensing equipment, ESD/static control, cleaning essentials, hand tools, labels, handling/storage solutions, PPE, magnifiers/digital microscopes, workstations, and splicing products. Many products offer same-day shipping, with online ordering via the e-commerce platform.
- Bright Horizons Rewards Loyalty Program Customer loyalty program where members earn points for purchases redeemable for gift cards, free products, meals, and charity donations. Features tier levels from Dawn to Sunburst to recognize and reward valued customers.
Companies that use Horizon Sales
Customer profileSegments2 records
Ideal customer profiles2 records
Horizon Sales technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Horizon Sales partnerships and signals
Strategic signalPartnerships
34 partnerships are on record, tiered core and minor.
- JUKI Automation SystemscoreWorld's leading SMT placement company. Horizon Sales represents JUKI equipment in the Midwest, New York, and Florida regions, providing clients access to JUKI's smart, flexible, and modular SMT assembly solutions.
- SEHO SystemscoreSpecializes in wave soldering machines and selective soldering systems for electronic manufacturing. SEHO provides solutions for soldering through-hole components on PCBs.
- Rehm Thermal SystemscoreGlobal leader in manufacturing energy-efficient reflow soldering and drying/coating equipment for electronics and photovoltaics, based in Germany with operations worldwide.
- CogiscancoreFactory-wide track, trace, and control solutions. Founded in 1999 with a vision for the factory of the future using information technology to integrate all manufacturing elements.
- PARMI Co., Ltd.coreDevelops and supplies in-line 3D inspection machines for SMT manufacturing and semiconductor processes, focusing on patented 3D dual laser scanning technology.
- Essemtec AGminorSpecializes in highly flexible SMT equipment including adaptive pick-and-place machines, high-speed dispensing systems, and intelligent production material storage solutions.
- LPKF Laser & ElectronicsminorAdvanced laser-based manufacturing systems for PCB prototyping, laser depaneling, semiconductor processing, plastic welding, and glass cutting.
- Aqua Klean Systems / Austin American TechnologyminorIndustry's largest provider of advanced electronics cleaning equipment offering inline and batch PCB cleaning systems, stencil cleaners, and closed-loop water recycling solutions.
- BOFA InternationalminorWorld leader in fume extraction technology providing solutions for maintaining workplace health and safety by removing harmful fumes and dust from manufacturing processes.
- CheckSumminorOver 30 years of experience and 4,000 systems deployed providing parallel test solutions for the global electronics industry with turnkey full-service solutions.
- Circuit Technology Training, Inc. (CTTI)minorIndustry leader in IPC training providing specialized courses in soldering and IPC standards including J Standard Soldering, IPC-7711/7721 Rework and Repair, and IPC-610.
- GEN3 SystemsminorThree generations of designing, manufacturing, and distributing test and measurement equipment to the electronics industry, ensuring circuit protection from failure.
- GPD GlobalminorPrecision dispensing systems manufacturer specializing in automated fluid dispensing, conformal coating machines, and SMT equipment for component preparation.
- Hyrel TechnologiesminorHigh quality, quick turn semiconductor modification solutions with more than 80 years of combined reball and tinning experience.
- Impossible ObjectsminorSpecializes in composite-based additive manufacturing (CBAM) technology for producing strong, lightweight parts with complex geometries for aerospace, automotive, defense, and industrial manufacturing.
- InsulFabminorWorld-class contract manufacturing company specializing in Printed Circuit Board Assembly tools/fixtures with emphasis on quick turnaround.
- Mobile SonicminorWorld's first mobile stencil cleaning system offering tabletop storage and point-of-use cleaning for fast, efficient changeovers.
- NOVAIRminorGlobal leader in onsite oxygen, nitrogen, and medical gas generators offering cost-effective, durable US-made PSA generators.
- OMNIminorCustom designed functional testers with 20 years of experience bringing electronics, instrumentation and automation professionals to meet client needs.
- PDRminorManufactures IR Rework and IR Thermal Test equipment using patented non-contact IR technology for handling various materials, components, sizes and shapes.
- PROMATIONminorPremium PCB handling solutions specializing in automated handling solutions, robotic soldering systems, and technical furniture for electronics manufacturing.
- QuasiminorAutonomous mobile robots (AMRs) driven by integrated artificial intelligence to help facilities boost productivity and streamline resource use.
- RFID, Inc.minorLeading provider of RFID solutions offering tags, readers, antennas, and software for asset tracking, inventory management, and personnel monitoring.
- ScienscopeminorProgrammable, high resolution X-Ray systems for electronics manufacturing including offline and inline X-ray inspection systems and component counters.
- Seika CorporationminorAdvanced manufacturing equipment for electronics industry including selective soldering systems, reflow ovens, conformal coating systems, and wave soldering machines.
- SMTXTRAminorGlobal electronics specialist providing spare parts and services for SMT equipment including maintenance, repair, and refurbishment.
- StaticStopminorAdvanced flooring solutions designed to control static electricity in commercial and industrial settings, specializing in ESD flooring products.
- Super PCBminorSource for all high-quality PCB needs including rigid, flex, and rigid-flex PCBs for aerospace, medical, automotive, telecommunications, and consumer electronics.
- Takaya CorporationminorAdvanced electronic testing systems specializing in high-precision flying probe testers for inspecting PCBs, backed by Itochu's international distribution network.
- WIT Co., Ltd.minorPCB inspection industry leader providing advanced technologies including automated handling systems, soldering equipment, and inspection systems.
- XDryminorUltra-low relative humidity dry cabinets for storing moisture-sensitive devices, PCBs, optics, and laboratory materials.
- AIM (Solder Products)coreMajor supplier of solder materials including paste, flux, bar and wire solder. Products include M8 REL61 T4 No Clean Lead Free Solder Paste, SAC305 wire solder, and SN100C bar solder.
- SMTA (Surface Mount Technology Association)minorIndustry association membership demonstrating commitment to the SMT/electronics manufacturing industry.
- IPC (Electronics Industry Association)minorIndustry association membership for electronics manufacturing standards and training (IPC standards).
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Horizon Sales competitors and assessment
Company assessmentBroad incumbents
- Avnet: Global broad-line electronics distributor with a significant industrial and assembly-facing business serving OEMs and EMS providers. Comparable to Horizon Sales as a large incumbent channel serving the same electronics manufacturing customer base, though with a much wider product and service breadth.
- Heilind Electronics: Large interconnect-focused electronics distributor serving industrial, aerospace, and manufacturing customers across North America. Comparable to Horizon Sales as a specialist distributor-representative serving similar industrial B2B customers, though concentrated on interconnect products rather than SMT equipment and consumables.
- TTI Inc: Specialty electronics distributor focused on interconnect, passive, electromechanical, and discrete components with a dedicated industrial business unit. Comparable to Horizon Sales as a specialist B2B distributor serving electronics manufacturers, though focused on components rather than capital equipment.
- Arrow Electronics: Global Fortune 500 electronics distributor serving industrial and OEM customers with components, embedded solutions, and broader value-added services. Comparable to Horizon Sales as a B2B distribution channel for electronics manufacturing, but at vastly larger scale and broader scope.
- DigiKey Electronics: Major catalog and online electronics component distributor serving hundreds of thousands of engineers and industrial buyers globally. Comparable to Horizon Sales in serving the same electronics-manufacturing buyer with broad product access, but operating at massive scale and with a component-focused catalog model rather than equipment representation.
- Future Electronics: Global electronics distributor with a strong industrial and OEM focus and significant North American field-sales coverage. Comparable to Horizon Sales as a broad-line distributor-representative model serving electronics manufacturers, though at much larger scale and with global reach.
- PEI-Genesis: Specialist distributor of connectors and harsh-environment interconnect products with assembly capabilities and a strong industrial customer base. Comparable to Horizon Sales as a value-added distributor-representative serving electronics manufacturing customers, though narrower in product scope (connectors vs. SMT equipment).
- Sager Electronics: Specialty distributor focused on power, electromechanical, and interconnect products serving industrial and military customers across North America. Comparable to Horizon Sales as a specialist distributor-representative with regional field sales serving electronics manufacturers, though with a different product mix.
Direct peers
- Indium Corporation: Manufacturer of solder materials, fluxes, and assembly consumables sold both direct and through rep networks to electronics manufacturers globally. Directly comparable to Horizon Sales as a partner/manufacturer in the same SMT assembly value chain, with overlapping products (e.g., solder paste, bar/wire solder similar to Horizon's AIM partnership) and similar customer base.
- MacDermid Alpha Electronics Solutions: Global supplier of specialty chemistries, solder materials, and assembly consumables for the electronics manufacturing industry with both direct sales and rep channels. Comparable to Horizon Sales as a direct peer in the SMT assembly materials value chain with overlapping product categories (solder, fluxes, adhesives) and similar industrial customers, but with much larger global scale and direct manufacturing capability.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Horizon Sales social profiles
Digital presenceHorizon Sales financial estimates
Financial estimateRevenue estimate
Valuation estimate
Horizon Sales leadership team
Management profileNumber of profiles
Profiles7 records
Horizon Sales funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Horizon Sales M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Horizon Sales
What does Horizon Sales do?
Horizon Sales is a manufacturer's representative and distributor for the electronics manufacturing industry, operating two core lines: Equipment Sales (representing 30+ top-tier suppliers including JUKI, SEHO, Rehm, Cogiscan, PARMI for SMT placement, soldering, inspection, rework, and automation equipment) and Materials & Supplies distribution (solder materials, fluxes, hand tools, cleaning chemistries, ESD products, labels, workstations, and other consumables) via an e-commerce storefront with same-day shipping.
Is Horizon Sales a public or private company?
Horizon Sales is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Horizon Sales founded?
Horizon Sales was founded in 1991. It employs 1 to 10 people.
Where is Horizon Sales based?
Horizon Sales is headquartered in Brighton, United States, in the North America region.
How does Horizon Sales make money?
Two revenue lines are on record. Equipment Sales (Commission-based) is the primary driver. The others are materials & Supplies Distribution.
Who are Horizon Sales's main competitors?
Broad incumbents on record are Avnet, Heilind Electronics, TTI Inc, Arrow Electronics, DigiKey Electronics, Future Electronics, PEI-Genesis and Sager Electronics. Direct peers are Indium Corporation and MacDermid Alpha Electronics Solutions.
Does Horizon Sales have an API?
No public API is recorded for Horizon Sales.