Ribeiro Automação

What Ribeiro Automação does

Ribeiro Automação is a Brazilian wholesale and retail distributor of industrial automation and electrical products founded in 1974 and headquartered in Curitiba, Paraná. The company serves four primary customer segments — industrial companies requiring automation and process improvement solutions, construction firms needing electrical materials and temporary power, photovoltaic system integrators, and electrical material resellers and retailers — with a secondary residential market. It offers a 7,726+ SKU catalog spanning industrial automation (PLCs, HMIs, sensors, encoders, frequency inverters, motors, soft starters, contactors, circuit breakers, pneumatics) and electrical materials (wires and cables, residential switches and outlets, industrial plugs and receptacles, surge protection devices, control panels and signaling equipment), sourced primarily through long-standing certified partnerships with manufacturers such as ABB (Value Provider), Brady (Partner Expert Specialist), Autonics, Norgren, Phoenix Contact, and Rittal.

The business operates a hybrid B2B/B2C go-to-market model combining wholesale distribution to integrators and resellers, direct retail at two storefronts in Curitiba and Maringá, warehouse operations in Joinville and São José dos Pinhais, and an e-commerce platform serving Brazil, Latin America, and Europe. Revenue is generated across three streams: industrial automation hardware sales, electrical materials sales (both unit-priced with publicly displayed prices plus quote-based higher-value items), and usage-based equipment rental of portable panels, distribution panels, lighting sets, and generator sets from 5 to 1,000 KVA, an offering active since 1999. Value-added services — custom panel assembly (Quadros de Comando e Distribuição), on-site technical visits by specialized engineers, and in-company technical training — supplement product distribution.

Strategically, Ribeiro is differentiated less by proprietary technology than by 50 years of relationship depth, a broad multi-vendor supplier portfolio, and a consultative engineering layer that supports customers on energy efficiency, worker safety, and process improvement. The family-owned business, legally Ribeiro Indústria e Comércio de Produtos Elétricos LTDA, is led by co-Presidents (Diretores Presidentes) Licio Ribeiro and Rita Ribeiro and operates with 47 employees across its four locations. Marketing reach is multi-channel — e-commerce, social media (Facebook, Instagram, LinkedIn, YouTube), a technical blog, printed catalog, and on-site training programs — with no disclosed AI, data, or software-platform capabilities beyond the storefront.

Name

Ribeiro Automação

Legal name

Ribeiro Indústria e Comércio de Produtos Elétricos LTDA

Website

https://ribeiro.ind.br

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

Ribeiro Automação is a Brazilian industrial electrical and automation products distributor founded in 1974, serving industrial companies, construction firms, photovoltaic integrators, and resellers across Brazil, Latin America, and Europe through four locations and an e-commerce platform.

Ownership category

akta.pro rank

Product category

Industrial Electrical Equipment Distribution

NAICS

Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Wholesale-Industrial Machinery & Equipment (5084), Industrial Instruments For Measurement, Display, And Control (3823), Auto Controls For Regulating Residential & Comml Environments (3822)

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
• Electrical equipment supply
• PLC and HMI components
• Frequency inverters and motors
• Industrial electrical materials

Headquarters

HQ city

Curitiba

HQ country

Brazil

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales - Industrial Automation: Wholesale and retail distribution of industrial automation components including CLPs, IHMs, sensors, motor controllers, frequency inverters, soft starters, contactors, circuit breakers, and pneumatic equipment. Also provides panel assembly services and equipment rental.
2. Product Sales - Electrical Materials: Sale of electrical materials including wiring, cables, industrial plugs and sockets, circuit boxes, terminal blocks, surge protectors, signalization and protection equipment for residential, commercial, and industrial applications.
3. Equipment Rental: Rental services for electrical installation equipment including portable panels with transformers, distribution panels, lighting sets, generator sets (5 to 1,000 KVA), and luminaires for industrial maintenance and construction sites. Active since 1999.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Ribeiro Automação is a wholesale and retail distributor of industrial automation and electrical products operating since 1974. The company distributes PLCs, HMIs, sensors, frequency inverters, motors, contactors, circuit breakers, soft starters, pneumatic components, wires, cables, and residential electrical products from leading brands such as ABB, Brady, Autonics, Norgren, Phoenix Contact, and Rittal. Beyond distribution, it provides value-added services including custom panel assembly, equipment rental, technical engineering visits, and in-company training.

Product overview

Ribeiro Automação is a B2B e-commerce platform and distributor of industrial automation and electrical products operating since 1974. The company offers a comprehensive portfolio organized across two main divisions: Industrial Automation (CLPs/IHMs, sensors/encoders, frequency inverters, motors, contactors, circuit breakers, soft starters, pneumatics) and Electrical Materials (wires/cables, residential switches, industrial plugs, surge protectors, control panels). Beyond product distribution, the company provides value-added services including custom panel assembly, equipment rental for temporary electrical installations, technical engineering visits, and in-company training. The platform serves customers across Brazil, Latin America, and Europe through multiple physical locations in Curitiba, Maringá, São José dos Pinhais, and Joinville.

Differentiator

Problem solved

Functional benefit

Products and services

• Motores Elétricos (Electric Motors)

Quantifiable outcome

• Solutions for energy efficiency and cost reduction for industrial customers

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• ABBcoreChannel Partner/ Reseller/ DistributorMajor supplier partnership with over 15 years of collaboration. Holds Value Provider status - a specialized distributor certification. Products include frequency inverters (ACS355, ACS380), motors (M3BP, M3AA), and circuit breakers (SACE EMAX2). Joint participation in sustainability initiatives including ABB Circularity project for drives, motors, and generators.
• BradycoreChannel Partner/ Reseller/ DistributorOver 15-year partnership with PES (Partner Expert Specialist) certification. Products include labeling equipment, printers, and safety identification materials.
• AutonicscoreChannel Partner/ Reseller/ DistributorSupplier partnership for sensors, controllers, and encoders. Products include photoelectric sensors, proximity sensors, and temperature controllers.
• Norgren (IMI Norgren)coreChannel Partner/ Reseller/ DistributorPneumatic components supplier including valves, cylinders, filters, and pneumatic accessories.
• Phoenix ContactcoreChannel Partner/ Reseller/ DistributorSupplier partnership for industrial connection and automation technology including terminals, power supplies, and interface components.
• RittalcoreChannel Partner/ Reseller/ DistributorSupplier for enclosures, climate control, and power distribution for industrial applications.
• SteckminorChannel Partner/ Reseller/ DistributorProducts include mini circuit breakers, motor circuit breakers, and residential electrical components.
• AltronicminorChannel Partner/ Reseller/ DistributorIndustrial automation and control products supplier.
• SassiminorChannel Partner/ Reseller/ DistributorIndustrial electrical products supplier.
• Efe SemitransminorChannel Partner/ Reseller/ DistributorSemiconductor and electronic components supplier.
• Opção PainéisminorChannel Partner/ Reseller/ DistributorPanel manufacturing and assembly solutions partner.
• ClamperminorChannel Partner/ Reseller/ DistributorSurge protection devices (DPS) and lightning protection products.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rexel Brasil: Global electrical distribution major with Brazilian operations serving industrial, commercial, and residential electrical product markets. Comparable due to multi-channel electrical distribution model serving industrial customers and resellers, directly overlapping Ribeiro's wholesale distribution motion.
• Festo Brasil: Subsidiary of the global pneumatics and automation specialist, with direct sales in Brazil offering pneumatic components, sensors, and automation technology. Comparable because Ribeiro also distributes Norgren pneumatic components and competes in the same Brazilian automation component category.

Broad incumbents

• Rockwell Automation Brasil: Global industrial automation leader operating direct sales and authorized distributors in Brazil for PLCs, drives, and motor control. Comparable due to overlap with Ribeiro's PLC, HMI, and frequency inverter product lines and shared target market of Brazilian industrial customers.
• Schneider Electric Brasil: Global automation and electrical equipment major with significant Brazilian presence offering PLCs, drives, motor control, and electrical distribution products. Comparable because it both manufactures and directly distributes many of the same automation product categories Ribeiro resells.
• Würth Brasil: Large industrial supplier with direct sales force serving industrial and construction customers across Brazil with fasteners, tools, electrical materials, and automation-adjacent supplies. Comparable due to direct-to-customer industrial distribution model and overlapping customer base in industrial and construction segments.
• WEG Automação: Brazilian industrial automation and electrical equipment major with deep local manufacturing and distribution presence across industrial controls, drives, and motors. Comparable due to overlapping industrial automation portfolio and Brazilian market leadership that competes directly with Ribeiro's distribution focus.
• ABB Brasil: Brazilian arm of ABB, Ribeiro's principal supplier, selling drives, motors, and circuit breakers both directly and through authorized distributors. Comparable given the supplier-cum-competitor dynamic: ABB's direct sales overlap with Ribeiro's distribution of the same product families.

Emerging players

• Phoenix Contact Brasil: Industrial connection and automation technology manufacturer with Brazilian subsidiary supplying terminals, power supplies, and interface components. Comparable because Ribeiro is one of their distributors in Brazil and the product overlap spans industrial automation and electrical connection components.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCXOdH5BMYstm--_rSeUnsQ
• Facebookfacebook.com/ribeiroautomacaoindustrial
• LinkedInlinkedin.com/company/ribeiroautomacao
• Instagraminstagram.com/ribeiroautomacao

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Ribeiro Automação