Venus Automation Pty Ltd

What Venus Automation Pty Ltd does

Venus Automation Pty Ltd is an Australian-owned, Sydney-headquartered distributor and technical integrator of industrial automation and safety equipment, founded in 2016. The company operates as an authorized importer and reseller for 13+ international brands including Mitsubishi Electric, ASO, Pizzato, REER, Wieland Electric, Euchner, Dold, IDEM, SMC Corporation, Hokuyo, Mechan Controls, Palazzoli, and Fortress Interlocks. Its customer base of 500+ companies spans food and beverage, manufacturing, retail/consumer goods, and energy, with named enterprise accounts including Bega Cheese, Coles, Kraft, Mars, Origin, and Infrabuild Steel Centre.

The company's product portfolio is organized into Safety Products and Automation Products. Safety offerings include safety PLCs (Reer MOSAIC, Wieland SAMOS, Pizzato Gemnis), light curtains and muting curtains, safety relays, emergency stop systems, mechanical and solenoid interlocks, trapped key solutions, safety edges, mats, bumpers, laser scanners, and wireless safety. Automation offerings include Mitsubishi PLCs (Alpha, FX, Q, iQ-R series), industrial and collaborative robots, variable speed drives, servo and motion control, encoders, operator interfaces, power supplies, measurement systems, and CC-Link networking. The company also distributes Wieland Revos multipole and explosion-proof connectors, RST systems, Palazzoli plugs and sockets, EV charging infrastructure (Wieland PODIS), and SMC pneumatic components. A dedicated obsolete products line supports legacy system maintenance, and services include risk assessment, AS 4024 machine safety upgrades, integration, and training.

Venus Automation generates revenue through hardware sales (new, surplus, and obsolete industrial automation products) via a direct e-commerce storefront and a small direct sales team, with quote-based pricing for larger or custom orders and standard unit pricing for catalog items. The 100% Australian-owned business positions itself on multi-brand breadth, technical support from qualified engineers, and short lead times for the Australian industrial market. The company is privately held, has 6 employees, operates from Lane Cove West (Sydney), and is not currently listed, funded externally, or part of a parent group.

Name

Venus Automation Pty Ltd

Legal name

Venus Automation Pty Ltd

Website

https://venusautomation.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Venus Automation is an Australian-owned, Sydney-headquartered distributor and integrator of industrial automation and safety equipment, representing 13+ international brands. The company serves 500+ Australian manufacturers and industrial customers with safety products, automation systems, integration services, and AS 4024 compliance upgrades.

Ownership category

akta.pro rank

Product category

Industrial Automation and Safety Equipment Distribution

NAICS

Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513), Other Measuring and Controlling Device Manufacturing (334519), Electronic and Precision Equipment Repair and Maintenance (811210)

SIC

Industrial Instruments For Measurement, Display, And Control (3823), Misc Industrial & Commercial Machinery & Equipment (3590)

akta.pro primary industry

Safety Instrumented Systems & Machine Safety Control (SIS, Safety PLCs, Relays) (IMAGABAF)

akta.pro secondary industries

Industrial Sensors & Safety Automation (Sensors, Light Curtains, Safety PLCs) (IMAHAHAF), Industrial I/O, Signal Conditioning & Remote Terminal Units (RTUs) (IMAGABAD), Factory Automation Cells & Integrated Systems (Assembly, Welding, Painting Lines) (IMAHAHAL)

Keywords

• Industrial automation distribution
• Machine safety equipment
• Industrial robotics supply
• Variable speed drives
• Obsolete automation parts

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

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: Revenue generated from selling industrial automation and safety equipment including safety PLCs, light curtains, sensors, switches, emergency stops, automation PLCs, variable speed drives, encoders, motor controls, connectors, robotics, pneumatics, and related accessories. The company sells new, surplus, and obsolete industrial automation products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Venus Automation is an Australian-owned authorised distributor and light integrator of industrial automation and safety equipment. It imports and resells new, surplus, and obsolete products from international brands (Mitsubishi, ASO, Pizzato, REER, Wieland, Euchner, Dold, IDEM, SMC, Palazzoli, Mechan Controls, Hokuyo, Fortress) covering safety PLCs, light curtains, safety relays, emergency stops, sensors and switches, interlocks, automation PLCs, industrial robots, variable speed drives, servo and motion control, encoders, power supplies, multipole connectors, and pneumatics. The company also provides training, system integration, risk assessment, validation, and AS 4024 machine safety upgrades to industrial customers across Australia.

Product overview

Venus Automation is an Australian-owned distributor and integrator specializing in industrial safety and automation products. The company offers an extensive portfolio organized into Safety Products and Automation Products categories. Safety offerings include Safety PLCs (Reer MOSAIC, Wieland SAMOS, Pizzato Gemnis), Safety Light Curtains (ReeR Admiral/Vision Series), Safety Relays, Emergency Stop products, Safety Sensors & Switches, Mechanical/Trapped Key/Solenoid Interlocks, Safety Edges/Mats/Bumpers, Laser Scanners, and Wireless Safety systems. Automation products span Mitsubishi PLCs, Industrial Robots (vertical/horizontal/ceiling mounted and collaborative cobots), Variable Speed Drives, Servo Motion Control, Encoders, Operator Interfaces (HMI/Pendants/Push Buttons), Power Supplies, and Measurement Solutions. The company also distributes connectors (Wieland Revos multipole, Revos FLEX modular, Revos EX explosion-proof, RST high-IP systems) and SMC pneumatic components including tube fittings and fittings. The product portfolio is complemented by obsolete product lines for legacy system support, plus services including Training, Integration Solutions, and Safety Upgrades (AS 4024 compliance). Brands distributed include ASO, Dold, Euchner, Hokuyo, IDEM, Mechan Controls, Mitsubishi, Palazzoli, Pizzato, REER, Schlegel, Sprecher+Schuh, and Wieland.

Differentiator

Problem solved

Functional benefit

Products and services

• Safety PLCs Programmable safety controllers including Reer MOSAIC, Wieland SAMOSpro Compact, and Pizzato Gemnis Series for industrial machine safety applications.
• Safety Light Curtains Safety light curtains for hand, body, and finger protection, long range, and outdoor applications, including ReeR Admiral Series, Vision Series, and SAFEGATE muting variants.
• Safety Laser Scanners Laser-based safety scanners, including Hokuyo brand devices, for area protection and perimeter guarding of automated equipment.
• Emergency Stop Products Emergency stop buttons, contact blocks, two-hand stations, rope pull switches, and related accessories for machine safety shutdown.
• Safety Relays Safety relays including all-purpose, emergency stop, safety edge, light curtain, time delay, two-hand control, and speed monitoring variants.
• Safety Contactors and Pneumatic Valves Safety contactors and pneumatic valves for safety-critical switching and pneumatic system control.
• Safety Sensors and Switches Safety encoders, proximity sensors, contact switches, non-contact (magnetic coded, RFID, stainless steel) switches, enabling switches, limit switches, and foot pedal switches.
• Mechanical Interlocks Mechanical interlock switches in plastic, metal, and stainless steel variants, plus safety bolts and hinge switches for guard door monitoring.
• Solenoid Locking Switches Electro-magnetic switches, tongue solenoid interlock switches, and multifunctional gate boxes for guard locking applications.
• Trapped Key Solutions Trapped key systems, blocking devices, and control pads for controlled access and lockout-tagout applications.
• ASO Safety Contact Mats Pressure-sensitive safety devices that detect personnel in hazardous areas and trigger immediate machine stop, made from single-compound polyurethane with conductive plates.
• ASO Safety Bumpers Tactile pressure sensors that detect contact and send stop signals to protect personnel and equipment from collisions with mobile or powered machinery.
• ASO Safety Edges and Mounting Profiles Flexible, cut-to-length safety input devices available in multiple shapes and sizes, based on a worldwide patented system for rapid self-assembly.
• Wireless Safety Wireless emergency stop systems and remote controls, including the SAFEMASTER W series, for cable-free safety applications.
• Machine Guarding and Fencing Concertina guard roller covers and electronic key systems that provide physical barrier protection around industrial machinery.
• Mitsubishi PLCs Mitsubishi programmable logic controllers including Alpha Series, FX Family Series, Q Series, and iQ-R Series for industrial automation.
• Mitsubishi Industrial Robots Mitsubishi industrial robots available in ceiling mounted, horizontal mounted, and vertical mounted configurations for manufacturing automation.
• Mitsubishi Collaborative Robots (Cobots) Collaborative robots (cobots) designed to operate safely alongside human operators in shared workspaces.
• Mitsubishi MELFA Vertical Robots 6-axis articulated vertical robots including the RV series for material handling, assembly, pick and place, inspection, palletising, and welding applications.
• Variable Speed Drives (VSDs) Variable speed drives for controlling motor speed in industrial applications, with publicly listed pricing ranging from $561 to $13,261.
• Servo and Motion Control Systems Servo amplifiers and servo motors for precise motion control in industrial automation systems.
• Encoders High-precision absolute, incremental, and magnetic encoders for position and motion sensing in industrial automation.
• Operator Interfaces HMI touch panels, handheld pendants, selector switches, industrial push buttons, and panel mounts for human-machine interfaces.
• Power Supplies and Monitoring Power supplies, power relays, battery monitors, insulation monitors, current monitors, voltage monitoring relays, phase sequence relays, and residual current transformers.
• Measurement Solutions Industrial measurement solutions including measurement light curtains for non-contact dimensional measurement.
• Wieland Revos Multipole Connectors Heavy-duty Wieland Revos multipole connectors with screw, crimp, and spring connection technologies rated up to 150A and 2.8kV.
• Wieland Revos FLEX Modular Connectors Modular connector inserts that combine power, signal, bus, fiber optic, and pneumatic lines in a single connector.
• Wieland Revos EX Contact Inserts Explosion-proof contact inserts for the Revos series in 6-, 10-, 16-, 24-, and 48-pole configurations for hazardous environments.
• Wieland RST Pluggable Systems Wieland RST pluggable systems with high IP rating for reliable electrical connections in industrial environments.
• Connection Solutions (Plugs, Sockets, Enclosures) Palazzoli industrial plugs, sockets, inlets, flanges, couplers, and enclosures for power distribution applications.
• EV Charging Solutions (Wieland PODIS) Decentralised power distribution systems using Wieland PODIS for EV charging infrastructure.
• Pneumatic Components SMC pneumatics including tube fittings, directional control valves, pneumatic actuators, sensors, air preparation equipment, and airline equipment.
• SMC Tube Fittings High-efficiency nozzles, one-touch fittings, metal fittings, and speed controllers for pneumatic system tubing, with publicly listed pricing from $2.77 to $158.89.
• Mitsubishi CC-Link Networking Industrial networking solutions using CC-Link systems for communication between automation devices.
• Obsolete Products Discontinued PLCs, HMIs, inverters, servo products, and accessories for legacy system maintenance and replacement.
• Training Services Training services for product operation and safety compliance on industrial automation equipment.
• Integration Solutions System integration services for implementing industrial automation and safety solutions.
• Automation Safety Upgrades Safety upgrades including risk assessment, validation, and AS 4024 compliance upgrades for emergency stops, interlocks, and safety PLCs on existing machinery.
• AS 4024 Machine Upgrades AS 4024 machine safety upgrades for cartoner machines, CNCs, conveyors, fillers, lathes, packagers, palletisers, robot cells, and roll formers.

Named customers6 records

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

13 partnerships are on record, tiered core and minor.

• Mitsubishi ElectriccoreChannel Partner/ Reseller/ DistributorAuthorised Australian distributor of Mitsubishi automation PLCs including Alpha Series, FX Family Series, Q Series, iQ-R Series, and Mitsubishi robots for industrial automation applications.
• ASO Safety SolutionscoreChannel Partner/ Reseller/ DistributorAuthorised distributor of ASO safety products including safety edges, safety contact mats, safety bumpers, and safety relays for industrial safety applications.
• Pizzato ElettricacoreChannel Partner/ Reseller/ DistributorAuthorised distributor of Pizzato products including safety PLCs, safety relays, switches, sensors, emergency stops, rope pull switches, and plugs and sockets.
• REERcoreChannel Partner/ Reseller/ DistributorAuthorised distributor of REER safety products including Admiral and Vision series safety light curtains, muting light curtains, multi-beam sensors, and safety PLCs (MOSAIC).
• Wieland ElectriccoreChannel Partner/ Reseller/ DistributorAuthorised distributor of Wieland products including SAMOS safety PLCs, revos multipole connectors, RST pluggable systems, and PODIS EV charging solutions.
• EuchnercoreChannel Partner/ Reseller/ DistributorAuthorised distributor of Euchner safety products including safety switches, actuators, handles, enclosures, and accessories for industrial safety applications.
• DoldcoreChannel Partner/ Reseller/ DistributorAuthorised distributor of Dold products including relays, power supplies, sensors, switches, timer relays, monitors, antennas, modules, and accessories.
• IDEM SafetycoreChannel Partner/ Reseller/ DistributorAuthorised distributor of IDEM safety products including safety relays, non-contact switches, limit switches, tongue interlocks, solenoid locking switches, emergency stop solutions, and trapped key solutions.
• Mechan ControlscoreChannel Partner/ Reseller/ DistributorAuthorised distributor of Mechan Controls safety products including mechanical interlock switches, non-contact safety switches, safety control units, rope pull switches, and coded safety systems.
• PalazzolicoreChannel Partner/ Reseller/ DistributorAuthorised distributor of Palazzoli industrial electrical products including plugs, sockets, enclosures, junction boxes, distribution boards, switchgear, and industrial lighting fixtures.
• SMC CorporationcoreChannel Partner/ Reseller/ DistributorAuthorised Australian distributor of SMC pneumatic products including tube fittings, fittings, valves, actuators, sensors, and air preparation equipment.
• HokuyominorChannel Partner/ Reseller/ DistributorAuthorised distributor of Hokuyo laser scanners for safety and automation applications.
• Fortress InterlocksminorChannel Partner/ Reseller/ DistributorAuthorised distributor of Fortress blocking devices for trapped key and safety interlock applications.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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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 Venus Automation Pty Ltd