Hiflex Automatiseringstechniek

What Hiflex Automatiseringstechniek does

Hiflex Automatiseringstechniek B.V. is a privately held Dutch industrial automation distributor founded on September 1, 2000, and headquartered in Hendrik-Ido-Ambacht. The company functions as the Dutch importer and channel partner for an extensive portfolio of international brands covering variable frequency drives, programmable logic controllers (PLCs), HMI/operator panels, Remote I/O, SCADA software, softstarters, signal converters, energy monitoring devices, industrial power supplies, servo drives, permanent magnet motors, and IoT/cloud platforms. Its flagship differentiator is the exclusive Dutch distribution of NFO Sinus frequency converters, which generate a pure sine wave output (rather than standard PWM block signals) and thereby eliminate bearing currents, EMC interference, and the need for shielded motor cables or special filters. The principal brand partners — Exor, Hitachi (both equity shareholders since 2000), Mitsubishi Electric Factory Automation (Preferred Partner), Invertek, Reliance (via GEOVAP), Seneca, Motortronics, Wöhrle, NFO Drives, and Corvina — collectively enable Hiflex to supply a complete automation and drive technology stack from a single Dutch-language channel.

The company's business model combines one-time component sales with attached technical services. Pricing is primarily quote-based, with standard 30-day payment terms and a three-installment schedule for orders above €35,000 net; the B2B webshop (shop.hiflex.nl) publishes real-time gross/net pricing for 2,000+ SKUs. Revenue is generated through three streams: hardware/component sales (the dominant stream), technical support services (telephone, TeamViewer remote assistance, commissioning help, and 24/7 emergency deliveries outside office hours), and paid technical training courses covering CODESYS, EXOR JMobile, frequency converters, and SCADA systems. Distribution occurs through direct sales (phone, email, webshop), a physical pickup counter at headquarters, and a reseller program ('Wederverkoop'). Marketing reach is built on a content library (instruction videos on YouTube, downloadable software and CE/UKCA documentation), quarterly newsletters, a LinkedIn presence, and active participation in Dutch trade shows including WoTS Utrecht, VSK+E, and Industrial Heat+Power, plus the company-organized annual Reliance Developer Day.

Hiflex's customer base is described categorically as Dutch engineers, machine builders, and technical purchasers across industrial automation, HVAC, pump, ventilation, agricultural, maritime, water treatment, and medical end-user verticals. The company competes on the combination of multi-brand one-stop procurement, pre-sale selection advice, and post-sale technical support — explicitly branded 'STERK IN SUPPORT.' It is a going-concern private limited company (B.V.) with no disclosed financials, no public listing, no disclosed funding rounds, and no disclosed subsidiaries; ownership includes Exor and Hitachi as shareholders alongside founder-era stakeholders. Leadership transitioned in 2021 from founder Dick de Graaf to John van der Lugt, and the company relocated to a new purpose-built facility in September 2023.

Name

Hiflex Automatiseringstechniek

Legal name

Hiflex Automatiseringstechniek B.V.

Website

https://hiflex.nl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Hiflex Automatiseringstechniek is a privately held Dutch industrial automation distributor (founded 2000) that imports and supplies frequency converters, PLCs, HMIs, Remote I/O, SCADA, and related drive and control components from brands including Hitachi, Mitsubishi Electric, Exor, NFO Drives, and Seneca, serving Dutch engineers, machine builders, and technical purchasers with technical support and training.

Ownership category

akta.pro rank

Product category

Industrial Automation Components Distribution

NAICS

Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512), Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (3334)

SIC

Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)

akta.pro primary industry

HVAC Equipment (Heating, Cooling & Air Handling) (IMAHAKAB)

akta.pro secondary industries

HVAC/R Controls, Automation & Smart Thermostats (EDAOACAE), Compressors, Refrigeration Components & Condensing Units (IMADANAG)

Keywords

• Industrial automation components
• Variable frequency drives
• Programmable logic controllers
• SCADA and HMI software
• Electrical drive technology

Headquarters

HQ city

Hendrik-ido-ambacht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Component Sales: Sale of industrial automation components including frequency converters, PLCs, HMIs, Remote I/O, softstarters, power supplies, signal converters, energy monitoring equipment, industrial PCs, IoT platforms, servo drives, PM motors, and braking resistors. Products sourced from brand partners and sold via direct sales, webshop, and resellers. Revenue is primarily one-time transaction-based with standard payment terms of 30 days.
2. Technical Support Services: Hiflex provides technical support including telephone support, TeamViewer remote support, commissioning assistance, and emergency deliveries outside office hours. Support is a core differentiator and revenue driver for repeat business and customer retention.
3. Technical Training: Hiflex offers technical training courses covering CODESYS, EXOR JMobile, frequency converters, and SCADA systems. Training generates revenue as a separate service offering and supports customer adoption of products.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Hiflex is a Dutch importer and technical distributor of industrial automation and electrical drive technology components. It supplies frequency converters, PLCs, HMI panels, Remote I/O, SCADA software, IoT/cloud platforms, softstarters, signal converters, energy monitoring devices, industrial power supplies, motors, servo drives, and brake resistors from international brand partners including NFO Drives, Hitachi, Mitsubishi Electric, Exor, Invertek, Motortronics, Seneca, Wöhrle, Reliance, and Corvina. The offering is complemented by technical support services, commissioning assistance, training programs, and a B2B webshop with more than 2,000 articles.

Product overview

Hiflex Automatiseringstechniek is an industrial automation and electrical drive technology supplier offering a comprehensive portfolio of components and technical support. The product portfolio centers on multiple complementary product lines: Variable Frequency Drives (VFDs) including NFO Sinus (with pure sine wave output), Invertek, Hitachi (NE-S1 through SJ-P1), and Mitsubishi (FR-D700 through FR-A800); PLCs from Mitsubishi (FX Series, iQ-F/FX5, L Series, System Q, iQ-R) and Hitachi (Micro EHV+, HX); Remote I/O systems including Mitsubishi NZ2FT, STLite, and Hitachi HX-RIO3; HMI/operator panels from Exor (eX700, JSmart, eXware); SCADA software (Reliance); IoT solutions (Corvina Cloud, MicroEdge gateway); soft starters (Motortronics); signal converters and energy monitoring (Seneca); power supplies (Wöhrle); servo drives and PM motors (Mitsubishi); and brake resistors. The offering is complemented by a B2B webshop with 2000+ products and technical training services. The company positions itself as 'Strong in Support' with selection advice, commissioning, and technical support.

Differentiator

Problem solved

Functional benefit

Products and services

• Variable Frequency Drives (VFDs) — NFO Sinus, Invertek, Hitachi, Mitsubishi Frequency converters sourced from NFO Drives, Invertek, Hitachi (NE-S1, WL200, WJ200, SJ-P1 — 0.2 to 315 kW), and Mitsubishi Electric (FR-D700, FR-E800, FR-F800, FR-A800) for industrial motor speed control. The NFO Sinus Optimal and Sinus G2 lines produce a pure sine wave output that eliminates bearing currents and EMC interference and allows unshielded motor cables of unlimited length; they are IP55-rated for outdoor mounting without a cabinet and accept standard 30mA earth leakage breakers.
• Programmable Logic Controllers (PLCs) — Mitsubishi and Hitachi PLC platforms from Mitsubishi Electric (FX Series with over 10 million units sold, iQ-F/FX5, L Series, System Q, and iQ-R) and Hitachi (Micro EHV+ on CODESYS V3, and the modular HX Series with 2x or 3x Ethernet, EtherCAT Master, PROFINET, OPC-UA, based on the EH-150 series). Programming via GX Works2 (FX), GX Works3 (iQ-F, iQ-R), and iQ Works 2 integrated engineering suite.
• Remote I/O Systems — Hitachi HX-RIO3 and Mitsubishi NZ2FT Modular Remote I/O systems including Hitachi HX-RIO3 (over 50 different I/O and fieldbus modules supporting Modbus RTU/TCP, EtherCAT, PROFINET, PROFIBUS, CANopen, Ethernet/IP) and Mitsubishi NZ2FT (PROFINET, PROFIBUS, Modbus TCP, CC-Link IE TSN, CC-Link, EtherNet/IP; 11.5mm-wide modules with hot-swap support and DNV-GL marine approval). The legacy Mitsubishi STLite line is end-of-life as of 31/01/2024.
• Exor HMI Operator Panels (eX700, JSmart, eXware) Industrial HMI/operator panels from Exor: the eX700 Series (5"-21.5", IP66, PCAP touch, Linux RT OS, Full-HD on 15.6" models), the JSmart Series (5"-21.5", IP67, Power over Ethernet, WiFi options, marine certifications for mobile and harsh environments), and the eXware Series (ARM Cortex IoT Controller/Gateway devices with optional CODESYS v3 softPLC, CE/UL/IECEx/ATEX certified). Configured via JMobile Studio, including TIA Portal tag import.
• Reliance SCADA Software SCADA software platform (developed by GEOVAP) for visualization, monitoring, and control of industrial processes; Hiflex distributes Reliance SCADA in the Netherlands and co-organizes the annual Reliance Developer Day for SCADA programmers and system designers, including the Reliance Developer Day 2026 hosted on 6 October 2026 at Hiflex's Hendrik-Ido-Ambacht headquarters.
• Corvina IoT Cloud Platform Cloud-based IoT platform for remote monitoring, data acquisition, and visualization of industrial equipment and automation systems, distributed in the Netherlands by Hiflex under its partnership with Corvina.
• MicroEdge Industrial VPN Router / IoT Gateway Industrial-grade VPN router and IoT gateway for secure remote access and connectivity of industrial equipment.
• Motortronics Soft Starters Motor soft starters distributed under the Motortronics brand, used to reduce starting current and mechanical stress in industrial motor applications.
• Seneca Signal Converters (K-series, Z-series, T-series) Signal conversion products from Seneca across the K-series, Z-series, and T-series for industrial signal processing applications.
• Seneca Energy Monitoring Solutions Energy monitoring devices from Seneca, including S604 power meters and S203 netanalyzers (with T201 current transformers) for industrial energy and power quality management.
• Seneca Industrial Communication (Z-Key, K-Line) Industrial communication gateways and products from Seneca, including the Z-Key and K-Line product families for protocol conversion and connectivity.
• Wöhrle Industrial Power Supplies Industrial power supply units from Wöhrle for reliable power distribution in automation systems.
• Mitsubishi PM Motors Permanent magnet motors (EM-A series) from Mitsubishi Electric for high-efficiency industrial applications.
• Mitsubishi Servo Drive Systems (MR-JE, MR-J4, MR-J5) Servo drive systems from Mitsubishi Electric, including the MR-JE, MR-J4, and MR-J5 series, for precision motion control applications.
• Brake Resistors Brake resistors applicable across virtually all brands of frequency converters for dynamic braking applications.
• Hiflex B2B Webshop Online B2B webshop (shop.hiflex.nl) offering over 2,000 articles with real-time pricing, stock status, product comparison, documentation downloads, gross/net pricing, order history with one-click reorder, and favorites for repeat ordering.
• Technical Training Services Technical training courses covering CODESYS, EXOR JMobile, frequency converters, SCADA systems, and other industrial automation topics, delivered both to customers and as part of proprietary events (e.g., the annual Reliance Developer Day).

Quantifiable outcome

• No bearing currents — NFO Sinus eliminates lagerstromen, preventing motor bearing damage and extending motor lifespan
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered major and core.

• GEOVAP (Reliance SCADA Developer)majorStrategic or Co-development Partner · 6 October 2026GEOVAP is the developer of Reliance SCADA software. Hiflex and GEOVAP co-organize the annual Reliance Developer Day. On October 6, 2026, Hiflex will host the Reliance Developer Day 2026 at its headquarters in Hendrik-Ido-Ambacht, featuring GEOVAP experts presenting cybersecurity, optimization techniques, and upcoming Reliance SCADA developments.
• InvertekmajorTechnology or Integration · 1 January 2009Invertek is a brand partner whose frequency converters are distributed by Hiflex in the Netherlands. The relationship began in 2009 when Hiflex expanded its product portfolio.
• Mitsubishi Electric Factory AutomationcoreTechnology or Integration · 1 January 2009Mitsubishi Electric is a Preferred Partner of Hiflex. Hiflex distributes the full Mitsubishi Electric Factory Automation range including frequency converters (FR-D700, FR-E800, FR-F800, FR-A800), PLCs (FX series, iQ-F, L series, System Q, iQ-R), Remote I/O (NZ2FT, ST*LITE), and SERVO drives (MR-JE, MR-J4, MR-J5). Mitsubishi products are among the most prominently featured on the website. Products come with 3-year warranty upon registration.
• ExorcoreTechnology or Integration · 1 January 2000Exor is a brand partner and shareholder of Hiflex. Hiflex distributes Exor HMI/operator panels, industrial PCs, IoT controllers (eXware), and JSmart series. Exor products are highlighted prominently on the main website and webshop with full product catalog support. The partnership started at Hiflex's founding in 2000.
• HitachicoreTechnology or Integration · 1 January 2000Hitachi is a brand partner, shareholder, and the Dutch importer/distributor relationship. Hiflex distributes Hitachi frequency converters (NE-S1, WL200, WJ200, SJ-P1 series), PLCs (Micro EHV+, HX series), and Remote I/O (HX-RIO3). Products carry standard CE, UL, cUL, and C-tick certifications. Hitachi CODESYS V3 is used for PLC programming.
• MotortronicsmajorTechnology or IntegrationMotortronics is a brand partner distributing softstarters through Hiflex. Products are featured on the main website product menu and included in price list updates.
• Reliance (GEOVAP)majorTechnology or IntegrationHiflex distributes Reliance SCADA software and organizes the annual Reliance Developer Day in partnership with GEOVAP (the developer of Reliance SCADA). This joint event showcases the latest Reliance SCADA developments, cybersecurity, optimization techniques, and provides direct interaction with the GEOVAP development team.
• SenecamajorTechnology or IntegrationSeneca is a brand partner whose signal converters (K-series, Z-series, T-series), energy monitoring equipment (S604, S203 netanalyzers, T201 current transformers), and industrial communication products (Z-Key, K-Line) are distributed by Hiflex.
• WöhrlemajorTechnology or IntegrationWöhrle is a brand partner whose power supplies are distributed by Hiflex in the Netherlands. Mentioned in newsletters as Wöhrle power supplies remaining available.
• NFO DrivesmajorTechnology or IntegrationNFO Drives is a brand partner whose unique Sinus frequency converters (Sinus Optimal and Sinus G2 series) are distributed exclusively by Hiflex. The NFO Sinus technology produces pure sine wave output, a unique market offering that eliminates bearing currents and EMC interference. The partnership involves co-marketing, technical documentation, and software (NFO Sinus Manager) distribution.
• CorvinamajorTechnology or IntegrationCorvina is a brand partner whose IoT Cloud platform is distributed by Hiflex. The Corvina IoT Cloud platform enables industrial IoT connectivity and is featured in the product menu.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Farnell / element14: Global distributor of electronic and industrial automation components. Comparable in catalog breadth and e-commerce-led motion, though Farnell is stronger in electronics development while Hiflex specializes in industrial drives, PLCs, and SCADA for the Dutch machine building sector.
• Schneider Electric: Global manufacturer and supplier of industrial automation (drives, PLCs, HMIs, SCADA) and energy management. Competes directly at the product level with Hiflex's distributed brands across the entire automation stack, and sells both direct and through distributors in the Netherlands.
• RS Group (RS Components): Global industrial and electronics distributor with extensive automation product range. Overlaps with Hiflex in drives, PLCs, and HMIs but operates at vastly larger scale across many geographies and serves customers across both industrial and electronics maintenance workflows.
• Beckhoff Automation: German automation manufacturer of PC-based controllers, drives, I/O, and HMIs. Provides competing technology to Hiflex's distributed brands (Mitsubishi, Exor, Hitachi) and sells via its own channel in the Netherlands, overlapping with Hiflex at the customer level.
• Phoenix Contact: German manufacturer of industrial automation, connection, and interface technology including PLCs, I/O systems, and power supplies. Competes with several of Hiflex's distributed brands at the product level, though Phoenix Contact sells direct and through its own distribution rather than via independent distributors like Hiflex.

Direct peers

• Automation24: European online industrial automation e-commerce distributor offering PLCs, drives, HMIs, sensors, and safety components. Competes with Hiflex for transactional webshop-driven sales to engineers and machine builders, though with a pan-European footprint and self-service orientation versus Hiflex's high-touch Dutch support model.
• Distrelec: European industrial automation and electronic components distributor serving engineers with multi-brand VFDs, PLCs, sensors, and tools. Directly comparable as a multi-brand automation distributor; Hiflex differentiates through local Dutch technical support and exclusive NFO Sinus franchise.

Regional players

• Technische Unie: Largest Dutch technical wholesaler serving installers and contractors in electrical, HVAC, lighting, and industrial automation. Competes with Hiflex for the same Dutch industrial customer wallet, though Technische Unie operates a much broader portfolio including residential/contractor segments and has a national branch network.
• Rexel Nederland: Dutch subsidiary of global electrical distribution group Rexel. Sells industrial automation products including drives, PLCs, and energy management to Dutch industrial customers, competing for similar accounts as Hiflex but with a broader electrical portfolio and global group backing.
• Solar Nederland: Dutch technical wholesaler serving professional installers, contractors, and industrial customers with electrical, lighting, and automation products. Comparable as a same-country multi-brand distributor to Dutch industrial buyers, though Solar's core is electrical contracting rather than machine building.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/Hiflexonline
• LinkedInlinkedin.com/company/hiflex-automatiseringstechniek-b.v.
• Facebookfacebook.com/profile.php

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 Hiflex Automatiseringstechniek