Auser Oy Kotka

What Auser Oy Kotka does

Auser Oy is a Finnish privately held industrial automation distributor headquartered in Kotka, Finland, founded in 1993. The company supplies electrical, pneumatic, and automation equipment to Finnish industrial customers, operating across seven product categories: sensors, automation controllers, alarm devices, cables and accessories, pneumatics, process instrumentation, and electrical protection. It is an authorized value-added distributor for tier-one OEMs including Siemens (the first Finnish sales partner certified for process instrumentation), SICK, Phoenix Contact, Parker Lucifer, ABB, LAPP, Rittal, OPTRIS, Delcon, Labkotec, Werma, and Tillquist. Beyond product supply, Auser provides technical advisory services including device selection consultation, equipment programming, and process optimization, and co-hosts training sessions with OEM partners.

The company's business model is sales-led B2B distribution with quote-based pricing (tarjouspyyntö) and no publicly listed prices. Revenue is generated primarily through hardware sales of industrial automation components, supplemented by bundled service offerings such as free Rittal enclosure cooling surveys. The go-to-market relies on direct field sales, OEM referral channels, a newsletter, and industry events. The customer base comprises Finnish industrial enterprises in manufacturing and process sectors, served from a single Kotka location with approximately 10 employees.

Auser holds multiple Finnish trust and credit certifications, including Suomen vahvimmat, Bisnode AAA, Luotettava kumppani (Zeckit), Arvostettu työpaikka 2025, and the Siemens Approved Partner – Value Added designation. The company is privately held with no disclosed external investment, subsidiaries, or M&A activity.

Name

Auser Oy Kotka

Legal name

Auser Oy

Website

https://auser.fi

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Auser Oy is a privately held Finnish industrial automation distributor founded in 1993 in Kotka, supplying electrical, pneumatic, and automation equipment from brands such as Siemens, SICK, Phoenix Contact, and ABB to Finnish industrial customers, complemented by technical advisory and device programming services.

Ownership category

akta.pro rank

Product category

Industrial Automation Equipment Distribution

NAICS

Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)

SIC

Wholesale-Industrial Machinery & Equipment (5084), General Industrial Machinery & Equipment (3560)

akta.pro primary industry

Sensors & Instrumentation Electronics Manufacturing Services (Transmitters, analyzers, industrial sensors) (IMAGAGAL)

akta.pro secondary industries

Motor Drive & Motion Control Electronics Manufacturing Services (VFDs, servo drives, controllers) (IMAGAGAJ), Industrial I/O, Signal Conditioning & Remote Terminal Units (RTUs) (IMAGABAD), Hydraulic, Pneumatic & Fluid Power Systems MRO (Cylinders, Pumps, Valves, Hoses) (TLAKAHAI)

Keywords

• Industrial automation equipment
• Process instrumentation
• Pneumatic components
• PLC controllers
• Industrial sensors

Headquarters

HQ city

Kotka

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Product sales: Sale of industrial automation equipment including sensors, pneumatics, electrical components, process instrumentation, and automation devices. Combined with consultation and device programming services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Auser Oy distributes industrial automation, electrical, and pneumatic equipment from major brands (Siemens, Phoenix Contact, SICK, Parker Lucifer, ABB, LAPP, OPTRIS, and others) to Finnish industrial manufacturing customers. The company supplies products across seven categories — sensors, automation/PLCs, pneumatics, process instrumentation, electrical components, cables and accessories, and alarm/safety devices — and supplements product sales with personalized consultation, device programming, and process optimization services.

Product overview

Auser Oy Kotka is a Finnish industrial automation distributor founded in 1993, specializing in electrical, pneumatic, and automation equipment. The company operates as a multi-brand distributor offering products across seven main categories: Sensors (Anturit) including encoders and safety sensors; Automation (Automaatio) with PLC controllers; Pneumatics (Pneumatiikka) including solenoid valves and air preparation; Electrical (Sähkö) with protection devices; Process Instrumentation (Prosessi-instrumentointi) for measurement; Cables and Accessories (Kaapelit); and Alarm Devices (Hälytyslaitteet). The portfolio includes distributed brands such as Siemens (SIMATIC S7 PLCs, SITRANS instruments, WinCC Unified HMI), Phoenix Contact (surge protection, wireless systems), SICK (sensors, safety products including flexLock safety locks), Parker Lucifer (solenoid valves), Delcon (solid-state relays), Labkotec (alarms), Werma (signal towers), Tillquist (transducers), OPTRIS (thermal cameras), ABB (drives), and LAPP (cables). Services include free cooling surveys in partnership with Rittal and technical consulting.

Differentiator

Problem solved

Functional benefit

Products and services

• Industrial Sensors (Anturit) Industrial sensors including incremental encoders (e.g., SICK DFS60B series), absolute encoders (e.g., SICK AFM60B series), linear sensors, proximity switches, safety sensors, and process instrumentation sensors, supplied to Finnish industrial manufacturers for automation and process monitoring applications.
• Industrial Automation Controllers (Automaatio) Industrial automation controllers, PLCs, and automation devices including Siemens SIMATIC S7-1200 G2 programmable logic controllers, SIMOCODE motor management, and WinCC Unified HMI operator panels, sold to Finnish industrial customers for control system applications.
• Pneumatic Components (Pneumatiikka) Pneumatic components including solenoid valves (e.g., Parker Lucifer 341P01 pipe-mounted 5/2-way valve), pneumatic valves, coils, and air preparation units such as Excelon Plus air handling equipment, supplied for industrial fluid control and actuator applications.
• Process Instrumentation (Prosessi-instrumentointi) Process instrumentation devices including flow meters, pressure transmitters, temperature sensors, and level measurement devices from Siemens SITRANS series and other brands, sold to Finnish process industry customers for measurement and control applications.
• Electrical Components (Sähkö) Electrical components including circuit breakers (e.g., Siemens SENTRON), surge protection devices (e.g., Phoenix Contact), power supplies, and electrical protection equipment supplied to Finnish industrial customers.
• Industrial Cables and Accessories (Kaapelit ja tarvikkeet) Industrial cables, motor cables, and cable accessories including LAPP ÖLFLEX SERVO FD zeroCM PUR motor cables designed for energy chains, supplied to industrial automation customers.
• Alarm and Signal Devices (Hälytyslaitteet) Industrial alarm and signal devices including tower lights and visual indicators such as Werma signal towers (e.g., RST 56 LED series) for process monitoring and status indication.
• Industrial Safety Products (Turvatuotteet) Industrial safety products including safety light curtains, safety cameras, safety scanners, safety switches, safety locks (e.g., SICK flexLock), safety relays, and ultrasonic safety sensors (e.g., SICK USi-safety) from SICK and Pepperl+Fuchs, for personnel and process protection in industrial environments.
• Siemens SIMATIC S7-1200 G2 Starter Kits Siemens SIMATIC S7-1200 G2 starter kits — compact and flexible automation solutions bundling the core components required for an industrial control system, targeted at Finnish industrial customers seeking ready-to-deploy PLC starter packages.
• Phoenix Contact SURGETRAB S-PT Series Surge Protection Phoenix Contact SURGETRAB S-PT field-mountable surge protection devices for overvoltage, short-circuit, and overload protection in process industry environments such as pump stations, water plants, and tank measurement applications.
• SICK flexLock Safety Lock SICK flexLock safety lock product offering flexible entry point, high coding level (manipulation protection), PL e performance level, and suitability for dirty industrial environments, used for personnel and process protection in machine integration applications.
• Industrial Automation Consultation and Device Programming Services Personalized consultation and device programming services for industrial automation equipment, including customer process assessment, equipment selection guidance, and programming of supplied devices for specific application requirements.
• Free Cooling Unit Mapping Service (Rittal Partnership) Free cooling unit mapping and assessment service for industrial equipment cabinets, conducted jointly with Rittal, providing customers with comprehensive condition reports on cooling equipment.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• RittalcoreStrategic or Co-development PartnerCollaboration on free cooling unit mapping (maksuton jäähdytinkartoitus) services for industrial equipment cabinets. Joint offering to assess cooling equipment condition and provide comprehensive reports for customers.
• SiemenscoreStrategic or Co-development PartnerSiemens certified sales partner for process instrumentation. First Finnish company to receive process instrumentation certification. Offers SIMATIC controllers, SITRANS measurement sensors, and other Siemens automation products.
• SICKcoreStrategic or Co-development PartnerJointly organizes safety device information sessions and product training. Offers SICK sensors, safety devices, and safety switches including flexLock safety lock products.
• Phoenix ContactcoreChannel Partner/ Reseller/ DistributorOffers Phoenix Contact products including surge protection, overvoltage protection, and wireless Radioline systems. Joint product information sessions organized.
• Parker LucifercoreChannel Partner/ Reseller/ DistributorDistributor of Parker Lucifer solenoid valves, pneumatic valves, and coils for industrial applications.
• LabkotecminorChannel Partner/ Reseller/ DistributorProduct range expansion with Labkotec oil and grease separator alarms. Labkotec is a Finnish company with over 60 years of industry experience.
• ABBcoreChannel Partner/ Reseller/ DistributorOffers ABB ACS880-01 frequency converters from stock for immediate delivery.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Endress+Hauser: Global direct manufacturer of process instrumentation (flow, level, pressure, temperature) that competes head-to-head with the Siemens SITRANS lines Auser distributes, often via its own sales organisation in Finland.
• Würth: Global industrial supply distributor with a Finnish operation; overlaps with Auser on industrial electrical and MRO products though with a much broader product range and direct-sales force.
• Conrad Electronic: European broad-line distributor of electronics, automation, and industrial components; competes with Auser on standardised sensor and control SKUs across European customers.
• RS (formerly RS Components): Global catalogue distributor of industrial and electronic components including sensors, PLCs, and pneumatics; overlaps Auser's catalog with much broader scale and international reach.
• Distrelec (now Elfa Distrelec): European industrial automation and electronics distributor; comparable B2B distribution model with overlapping supplier lines and end customers in industrial automation.

Direct peers

• SKS Automation: Finnish industrial automation distributor with multi-brand portfolio (Siemens, Phoenix Contact, etc.); overlaps Auser on both supplier relationships and target customers in Finnish manufacturing.
• Bürklin: European specialised distributor of electronic components, automation products, and tools; comparable catalog/quotation-based B2B model even though based in Germany.
• OEM Finland: Finnish industrial automation and electronics distributor serving B2B customers with sensors, drives, and control equipment, directly comparable to Auser's product mix and Finnish domestic focus.
• Wihuri Technical Trade: Wihuri's technical trade division distributes industrial supplies and equipment in Finland; comparable as a domestic multi-line industrial distributor serving Finnish industrial customers.

Regional players

• Regin: Nordic-based supplier of building and industrial automation components, including sensors and control equipment; a regional peer with overlapping product categories but broader geographic scope across Scandinavia.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/auser-oy-kotka

Revenue estimate

Valuation estimate

Number of profiles

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 Auser Oy Kotka