Industrial Seats
Industrial Seats is a Lake Forest, Illinois-based distributor and e-commerce retailer of OEM-quality replacement seats for heavy equipment, trucks, industrial, and agricultural machinery, operating since 1994 as a brand under parent United Group, Inc.
- Company typePrivate
- Founded1994
- HeadquartersLake Forest, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Industrial Seats does
Industrial Seats is a Lake Forest, Illinois-based distributor and e-commerce retailer of OEM-quality replacement seating for heavy equipment, heavy trucks, industrial, and agricultural machinery. Founded in 1994 and operating as a brand division under privately held parent United Group, Inc. (Illinois corporation), the company serves end-customers across five primary verticals — large equipment (bulldozers, loaders, graders, haul trucks), specialty equipment (excavators, cranes, mining), compact equipment (skidsteers, forklifts, turf), on/off-highway trucks, and agricultural tractors — with adjacent lines in marine helm seats and airport ground support equipment.
The product portfolio combines third-party partner brands (Sears Seating, Grammer, Seats Inc., KAB, Milsco, ISRI, Concentric, National Seating, Pilot) with the proprietary IRON HORSE Seating brand manufactured in-house by United Group. Core SKUs are air suspension seats (12V and 24V configurations), mechanical suspension seats, pedestal seats, pod seats with integrated joystick controls, replacement seat uppers, and marine helm seats — supplemented by custom installation kits that enable direct bolt-in replacement for specific equipment models. The OEM Custom Seating Program adds a higher-value service layer covering 3D CAD modeling, stress analysis, and bespoke tooling for specialty applications. Industrial Seats operates under an ISO 9001:2015 certified Quality Management System (Certificate No. 21981 issued by NQA) and holds BBB A+ accreditation since 2005.
The business model is a hybrid B2B2C distributor-retailer. Industrial Seats sells through a 30+ year network of Master Distributors and Dealers serving heavy-equipment end-users, alongside direct e-commerce via its NetSuite-based website (with Quick Order, Request a Quote, and account registration). A dedicated field sales team handles OEM custom programs. Per-unit pricing ranges roughly $160 to $4,600 depending on brand, suspension type, and features. Inventory exceeds $1 million in finished seats and service parts, enabling same-day shipping on many SKUs. The company has no disclosed external funding, no M&A activity, and no public listing, operating as a closely held subsidiary of United Group, Inc.
Industrial Seats firmographics
Firmographics- Name
- Industrial Seats
- Legal name
- United Group, Inc.
- Website
- https://industrialseats.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Industrial Seats is a Lake Forest, Illinois-based distributor and e-commerce retailer of OEM-quality replacement seats for heavy equipment, trucks, industrial, and agricultural machinery, operating since 1994 as a brand under parent United Group, Inc.
- Ownership category
- akta.pro rank
Industrial Seats industry classification
Industry- Product category
- Industrial Seating Solutions
- NAICS
- Motor Vehicle Seating and Interior Trim Manufacturing (33636), Motor Vehicle Seating and Interior Trim Manufacturing (336360)
- SIC
- Motor Vehicle Parts & Accessories (3714), Truck & Bus Bodies (3713)
- akta.pro primary industry
- Automotive Seating Systems Manufacturing (Frames/Mechanisms/Foam/Complete Seats) (IMACAKAA)
- akta.pro secondary industry
- Bus & Coach Interior Systems Manufacturing (Seating/Flooring/Accessibility) (IMACADAJ)
Keywords
Where Industrial Seats is headquartered
LocationHeadquarters
- HQ city
- Lake Forest
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Industrial Seats business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Seat Product Sales: Direct sales of OEM quality seats and heavy duty seating products through e-commerce and dealer network. Products include suspension seats (air and mechanical), replacement seats, seat covers, and accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing based on brand, suspension type, and features |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Industrial Seats product offering
Product offeringCore offering
Industrial Seats distributes OEM-quality replacement seats, suspension seats, and custom seating solutions for heavy equipment, trucks, industrial machinery, and agricultural vehicles. The company sells its own IRON HORSE Seating brand alongside partner brands (Sears, Grammer, Seats Inc., KAB, Milsco, ISRI, Concentric, National Seating, and Pilot) through a dealer/distributor network and direct e-commerce, with most orders shipping same-day from a multi-million-dollar inventory.
Product overview
Industrial Seats operates as a distributor and e-commerce platform for OEM-quality replacement seats and custom seating solutions for heavy equipment, heavy trucks, industrial, and agricultural equipment. The company distributes products from multiple partner brands (Sears Seating, Grammer, Seats Inc., KAB, Milsco, ISRI, Concentric, National Seating, and Pilot) alongside its proprietary IRON HORSE Seating brand manufactured by parent company United Group. Their product portfolio centers on suspension seats (air and mechanical) available in various configurations (12V, 24V, compact, heavy-duty), along with specialty products including pedestal seats, pod seats with integrated joystick controls, replacement seat uppers, and marine helm seats. The company differentiates through same-day shipping capabilities, an inventory of over $1 million in seats and parts, and a comprehensive OEM Custom Seating Program offering design, engineering, testing, and manufacturing services for bespoke seating solutions. Products serve diverse machine types including backhoes, dozers, excavators, forklifts, graders, haul trucks, mining equipment, scrapers, skidsteers, tractors, trucks, turf equipment, wheel loaders, cranes, workboats, and airport ground support equipment.
Differentiator
Problem solved
Functional benefit
Brands
- IRON HORSE Seating: United Group, Inc. manufactures its own brand of custom heavy duty seats under the IRON HORSE Seating brand. Designed for providing durable seating solutions across multiple applications including backhoes, compact equipment, dozers, excavators, graders, haul trucks, scrapers, specialty equipment, and wheel loaders.
Products and services
- IRON HORSE Seating Proprietary seating brand offered by Industrial Seats, covering a full range of suspension seats and replacement seat uppers for heavy equipment, industrial, truck, and agricultural operators.
- Air Suspension Seats (12V) 12-volt air-ride suspension seats engineered for trucks, tractors, forklifts, and other heavy equipment where a 12V power source is standard; designed to reduce operator fatigue during long shifts.
- Air Suspension Seats (24V) 24-volt air-ride suspension seats engineered for heavy-haul trucks, mining, and construction equipment requiring higher-voltage pneumatic systems for vibration dampening and operator comfort.
- Mechanical Suspension Seats Mechanical spring-based suspension seats for heavy equipment, trucks, and agricultural machinery where a pneumatic system is not required or available; offered at a lower price point than air-suspension alternatives.
- Pod Seats and Pedestal Seats Compact pod and pedestal-mounted seating for forklifts, turf equipment, mowers, and other specialty industrial or agricultural machinery where a full-suspension seat is not required.
- Marine Helm Seats Marine-grade helm seating for commercial boats, workboats, and other marine vessels requiring weather- and corrosion-resistant operator seating.
- Airport Ground Support Seats Operator seats engineered for airport ground support equipment such as baggage tugs, belt loaders, and pushback tractors, with specifications tuned to ground-services duty cycles.
- Replacement Seat Uppers and Custom Installation Kits Replacement seat uppers (cushions, backrests, covers) and custom-engineered installation kits that allow OEM-quality seats to be retrofitted onto specific heavy equipment, truck, and agricultural models.
- OEM Custom Seating Program Custom-engineered seating program for OEMs and end-user operators that require application-specific seat configurations, suspension tuning, or installation solutions not available in standard catalog offerings.
Companies that use Industrial Seats
Customer profileSegments5 records
Ideal customer profiles3 records
Industrial Seats technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Industrial Seats partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- KAB SeatingcorePart of CVG (Commercial Vehicle Group), KAB Seating provides heavy equipment seating for various industrial markets. Industrial Seats carries KAB products as part of their brand portfolio.
- National SeatingcorePart of CVG (Commercial Vehicle Group), National Seating specializes in truck seating solutions for North American motor coach, school bus, and truck applications.
- GrammercoreGrammer stands for mobile comfort and safety, manufacturing products for automotive, construction, buses, coaches, agricultural machines, and off-road highway equipment applications.
- IRON HORSE SeatingcoreBorn out of heavy equipment and automotive industries, United Group Inc. manufactures its own brand of custom heavy duty seats under the IRON HORSE Seating brand, designed for durable seating solutions across multiple applications.
- Sears SeatingcoreDelivers leading operator comfort and health in work vehicle industry through collaborative relationships. Global position as leading supplier of suspension and non-suspension seating for agriculture, construction, forestry, industrial, turf care, and over-the-road truck markets worldwide. Promise: Work hard. Work comfortably.
- Seats Inc.minorProvides products for industrial trucks, over-the-highway semi-tractors, off-highway equipment, earth moving equipment, military vehicles, and emergency vehicles.
- United SeatsminorOffers wide range of off-road seating solutions including air and mechanical suspension seats, low profile suspension seats, static seats, and all weather pan seats.
- ISRIminorIndustrial Seats carries ISRI brand products for haul trucks and wheel loaders.
- ConcentricminorIndustrial Seats carries Concentric brand products for compact equipment, forklifts, skidsteers, tractors, turf, and wheel loaders.
- MilscominorIndustrial Seats carries Milsco brand products for compact equipment, forklifts, skidsteers, and turf applications.
- PilotminorIndustrial Seats carries Pilot brand products for excavators, graders, haul trucks, mining, wheel loaders, cranes, forklifts, skidsteers, turf, and compact suspension seats.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Industrial Seats competitors and assessment
Company assessmentDirect peers
- Grammer AG: Global manufacturer of suspension and non-suspension seats for agricultural, construction, bus/coach, and off-highway equipment — directly comparable to Industrial Seats' product portfolio and overlap of end-customer use cases. Grammer also has its own direct OEM and aftermarket channels that compete with Industrial Seats' distribution model.
- Sears Seating: Manufacturer of suspension and non-suspension seating for agriculture, construction, forestry, industrial, turf care, and over-the-road truck markets. A partner brand on Industrial Seats' catalog, Sears also sells direct and through OEMs in the same end markets, making it a direct competitor on customer wins.
- KAB Seating: CVG-owned manufacturer of heavy equipment seating specializing in air and mechanical suspension seats. Direct product overlap with Industrial Seats' IRON HORSE and partner-brand offerings across bulldozers, loaders, and haul trucks.
- National Seating: CVG-owned specialist in truck seating solutions for North American motor coach, school bus, and truck applications. Overlaps with Industrial Seats' Truck segment and serves the same over-the-road and bus operator buyers.
- ISRI: CVG-owned supplier of seats for haul trucks and wheel loaders, with particular strength in 24V air suspension seats. Industrial Seats carries ISRI as a partner but ISRI's direct sales compete for the same haul-truck fleet replacement accounts.
- Seats Inc. Manufacturer of seats for industrial trucks, over-the-highway semi-tractors, off-highway equipment, earth-moving equipment, military vehicles, and emergency vehicles. Direct overlap with Industrial Seats' heavy-equipment and specialty equipment segments and competing for similar fleet and OEM customers.
- Milsco: Manufacturer of seats for compact equipment, forklifts, skidsteers, and turf applications — overlapping with Industrial Seats' Compact Equipment segment. Operates its own distribution and OEM relationships that compete for the same small-format seating buyers.
Broad incumbents
- Commercial Vehicle Group (CVG): Public parent company of KAB Seating, National Seating, and ISRI — three of the brands Industrial Seats distributes. CVG is a broader incumbent across commercial vehicle and heavy equipment seating, competing with Industrial Seats both as a manufacturer (via subsidiaries) and as a channel supplier to OEMs.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Industrial Seats social profiles
Digital presenceIndustrial Seats compliance and trust
Trust signalCompliance2 records
Industrial Seats financial estimates
Financial estimateRevenue estimate
Valuation estimate
Industrial Seats leadership team
Management profileNumber of profiles
Industrial Seats funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Industrial Seats 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 Industrial Seats
What does Industrial Seats do?
Industrial Seats distributes OEM-quality replacement seats, suspension seats, and custom seating solutions for heavy equipment, trucks, industrial machinery, and agricultural vehicles. The company sells its own IRON HORSE Seating brand alongside partner brands (Sears, Grammer, Seats Inc., KAB, Milsco, ISRI, Concentric, National Seating, and Pilot) through a dealer/distributor network and direct e-commerce, with most orders shipping same-day from a multi-million-dollar inventory.
Is Industrial Seats a public or private company?
Industrial Seats is a private company. It is classified as corporate owned and is currently operating.
When was Industrial Seats founded?
Industrial Seats was founded in 1994. It employs 11 to 50 people.
Where is Industrial Seats based?
Industrial Seats is headquartered in Lake Forest, United States, in the North America region.
How does Industrial Seats make money?
One revenue line is on record: seat Product Sales.
Who are Industrial Seats's main competitors?
Direct peers on record are Grammer AG, Sears Seating, KAB Seating, National Seating, ISRI, Seats Inc. and Milsco. Commercial Vehicle Group (CVG) is listed as a broad incumbent.
Does Industrial Seats have an API?
No public API is recorded for Industrial Seats.
What industry is Industrial Seats in?
Industrial Seats's product category is Industrial Seating Solutions. Its primary akta.pro industry code is IMACAKAA, Automotive Seating Systems Manufacturing (Frames/Mechanisms/Foam/Complete Seats), with a secondary code of IMACADAJ, Bus & Coach Interior Systems Manufacturing (Seating/Flooring/Accessibility). Its NAICS code is 33636 and its SIC code is 3714.