Frane Automação Ltda

What Frane Automação Ltda does

Frane Automação Ltda is a Brazilian authorized distributor of industrial automation components, operating since the early 1990s from São Bernardo do Campo in the ABC industrial corridor of Greater São Paulo. The company represents five principal brands: Festo (pneumatic components including valves, cylinders, sensors, air treatment units, vacuum technology, and connectors), Rotork (regulators, transducers, and valve actuators), Danfoss (valves and coils), Aignep (compressed air distribution networks such as the Infinity series), and Donaldson (industrial filtration). Its core offering is hardware reselling rather than proprietary manufacturing, supplemented by technical services covering product specification, on-site application analysis, and engineering support delivered by a trained in-house commercial and technical team.

The business runs a hybrid distribution model that combines a full e-commerce storefront at frane.com.br — featuring public pricing in Brazilian Reais, real-time stock visibility, and a shopping cart — with a physical retail store in São Bernardo do Campo. Fulfillment is performed by Frane's own trained delivery staff across the ABCDRM region, Baixada Santista, and Greater São Paulo, enabling same-day and emergency-part deliveries. In 2024 the company added the Festo Virtual Assistant, an AI-powered technical support tool hosted by Festo, providing 24/7 access to datasheets, CAD files, manuals, and troubleshooting guidance on its website. The company is LGPD-compliant (Brazil's data protection law, Law 67/98) and processes payments via Moip by PagSeguro.

Frane's go-to-market is a channel-partner model: it does not build proprietary automation technology but monetizes authorized distribution of third-party brands, primarily through per-unit B2B hardware sales at publicly listed prices ranging from roughly R$4 to over R$4,000. Customers are industrial manufacturers of all sizes across automotive, food, packaging, chemical, and general manufacturing segments, served horizontally rather than concentrated in any single vertical. With a stated headcount of around 10 employees and a domestic-only operating footprint within São Paulo state, Frane operates as a small, regionally focused value-added distributor whose differentiation rests on local stock availability, technical advisory capability, and the brand equity of its represented principals.

Name

Frane Automação Ltda

Legal name

Frane Automação Ltda

Website

https://frane.com.br

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Frane Automação Ltda is a Brazilian authorized industrial automation distributor serving manufacturers across Greater São Paulo. Since the early 1990s it has resold Festo, Rotork, Danfoss, Aignep, and Donaldson components via e-commerce, a physical store, and own-delivery fulfillment with technical advisory support.

Ownership category

akta.pro rank

Product category

Industrial Automation Distribution

NAICS

Fluid Power Pump and Motor Manufacturing (333996), Fluid Power Cylinder and Actuator Manufacturing (333995)

SIC

Wholesale-Electronic Parts & Equipment, Nec (5065)

akta.pro primary industry

Industrial Controllers & Control Systems (PLCs, PACs, CNC Controllers) (IMAHAHAH)

akta.pro secondary industry

Motion & Machine Control (CNC, Robotics Controllers, Servo/Motion Controllers) (IMAGABAG)

Keywords

• Industrial automation distribution
• Pneumatic components supply
• Industrial valves actuators
• Compressed air systems
• Automation parts retail

Headquarters

HQ city

São Bernardo do Campo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (B2B): Sale of industrial automation components and systems from represented brands (Festo, Rotork, Danfoss, Aignep, Donaldson). Sales are primarily to industrial customers via e-commerce and direct commercial team engagement. Pricing is per-unit, with items ranging from a few Reais to thousands of Reais.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Frane Automação Ltda is an authorized industrial automation distributor that sells pneumatic, electromechanical, and process-control components from leading brands (Festo, Rotork, Danfoss, Aignep, Donaldson). It operates a hybrid physical-store and e-commerce storefront in São Bernardo do Campo, supplemented by in-house delivery, on-site technical/application-analysis visits, and an AI-powered Festo Virtual Assistant for 24/7 technical support.

Product overview

Frane Automação Ltda is an authorized distributor of industrial automation products with over 30 years of experience. The company operates an e-commerce platform alongside physical store locations, offering same-day delivery and emergency inventory services. Their product portfolio centers on five major brands: Festo (pneumatic components including valves, cylinders, sensors, air treatment, vacuum technology, and connectors), Rotork (regulators and transducers), Danfoss (valves and coils), Aignep (compressed air distribution networks), and Donaldson (filtration products). The company also provides a Festo Virtual Assistant AI tool for 24/7 technical support, product specification, and troubleshooting. Technical services include product specification assistance and on-site application analysis.

Differentiator

Problem solved

Functional benefit

Products and services

• Festo Pneumatic Components
• Rotork Process Control Products
• Danfoss Industrial Valves and Coils
• Aignep Compressed Air Network Systems
• Donaldson Industrial Filtration Products

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core.

• FestocoreChannel Partner/ Reseller/ DistributorFrane is an authorized distributor of Festo industrial automation products, including valves, actuators/cylinders, sensors, air treatment units, vacuum technology, and connectors. As a primary brand represented, Festo products form a significant portion of Frane's catalog, supported by exclusive technical tools such as the Festo Virtual Assistant AI.
• RotorkcoreChannel Partner/ Reseller/ DistributorFrane is an authorized distributor of Rotork (including Fairchild) products, offering valve actuators, regulators, transducers, and accessories. Rotork products complement Festo in the broader industrial automation portfolio.
• DanfosscoreChannel Partner/ Reseller/ DistributorFrane is an authorized distributor of Danfoss industrial products, including valves and coils for industrial automation applications.
• AignepcoreChannel Partner/ Reseller/ DistributorFrane distributes Aignep products, including the Infinity compressed air distribution network system and related accessories, expanding the product range into infrastructure solutions.
• DonaldsoncoreChannel Partner/ Reseller/ DistributorFrane is an authorized distributor of Donaldson filtration products, adding industrial filtration capabilities to its automation portfolio.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Siemens Brasil: Siemens offers a broad industrial automation portfolio (PLCs, drives, motion control, instrumentation) in Brazil that overlaps with Frane's controller and sensor offerings at the higher end, and competes for the same manufacturing customers' capex budgets.
• ABB Brasil: ABB sells a broad portfolio of industrial automation (PLCs, drives, motors, instrumentation) in Brazil and competes for larger accounts in the same automotive, food, and chemical verticals that Frane serves. As a broader incumbent, it overlaps with Frane where customers need controllers or drives alongside pneumatics.
• Bosch Rexroth Brasil: Bosch Rexroth supplies pneumatics, motion control, and factory automation products in Brazil, competing with Frane's Festo-based pneumatic and motion control offerings for industrial OEM and end-user customers.
• Festo Brasil: Festo is the principal manufacturer that Frane is authorized to distribute, but it also runs its own direct sales operation in Brazil through a larger subsidiary with national coverage. Festo Brasil represents both a key partner and a direct competitive threat to Frane's accounts.
• Emerson Automation Solutions Brasil: Emerson's automation solutions business supplies valves, regulators, and instrumentation in Brazil — overlapping directly with Frane's Rotork and Danfoss lines — and competes for the same industrial process automation specification work.

Direct peers

• Parker Hannifin Brasil: Parker's industrial division sells pneumatic, electromechanical, and filtration components directly and through distributors in Brazil, overlapping with Frane's Festo, Donaldson, and Aignep lines. Parker competes for the same industrial OEM and end-user automation budget.
• Camozzi Automação Brasil: Camozzi produces pneumatic cylinders, valves, and air treatment components and distributes them in Brazil, providing overlapping product categories and competing for the same industrial automation specification decisions as Frane.
• SMC Pneumatics do Brasil: SMC is one of the largest global manufacturers of pneumatic and automation components and directly competes with Festo — Frane's primary represented brand — in the same Brazilian SMB/mid-market industrial customer base. Both sell cylinders, valves, air treatment, and sensors through authorized distribution.
• Metal Work do Brasil: Italian manufacturer of pneumatic components (cylinders, valves, FRL units) sold in Brazil through both direct sales and distributors, directly overlapping with Frane's core pneumatic product portfolio and competing for the same industrial automation customers.
• Bürkert Brasil: Bürkert manufactures process and automation valves, sensors, and controllers that overlap with Frane's Rotork and Danfoss lines, targeting the same Brazilian process and discrete manufacturing customers through its own distribution and direct sales.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/franeoficial
• LinkedInlinkedin.com/company/frane-automa%C3%A7%C3%A3o-ltda
• Instagraminstagram.com/franeautomacao

Compliance1 record

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 Frane Automação Ltda