Wexoe AB
Wexoe AB (Wexoe Industry AB) is a Nordic value-added distributor and authorized service partner for Rockwell Automation, distributing industrial automation hardware, software, and IT infrastructure solutions to machine builders, manufacturers, system integrators, and data center operators across Sweden and Denmark.
- Company typePrivate
- Founded1958
- HeadquartersLund, Skåne, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Wexoe AB does
Wexoe AB (operating as Wexoe Industry AB) is a Swedish value-added distributor and authorized service provider for industrial automation and IT infrastructure solutions, wholly owned by the Danish holding company Wexøe A/S (founded 1958). The Swedish subsidiary was established in Lund in 2018 and functions as the primary commercial entity in Sweden, with a centralized warehouse in Værløse, Denmark serving Nordic customers. The company distributes the Rockwell Automation portfolio — including Allen-Bradley PLCs, PowerFlex variable frequency drives, Kinetix servo systems, PanelView and Optix operator panels, GuardLogix safety systems, industrial switches, and the FactoryTalk software suite (Studio 5000, FactoryTalk Optix, FactoryTalk View, ThinManager). It also distributes complementary technologies from HMS Networks (Ewon remote access, Anybus gateways), Wittenstein (precision gearboxes), Autonox Robotics (delta robots), and OTTO (AMRs). On the IT infrastructure side, the company provides fiber and copper networks, racks and cabinets, structured cabling, FTTO switches, data center cooling (Vertiv), and AI-driven thermal monitoring (Ekkosense), following the 2023 acquisition of LBW Elektronik AB in Stockholm.
The revenue model blends hardware resale, software licensing and SaaS resale (Plex MES, Fiix CMMS), professional services (Rockwell Life Cycle Services, training, OT cybersecurity, machine safety, asset optimization), and IT infrastructure project work. Pricing is quote-based, with Rockwell-related price increases communicated on roughly 30 days' notice due to tariff exposure. Distribution combines direct sales, an e-commerce storefront (shop.wexoeindustry.se), and a referral channel to system integrators (AFRY, Guard Automation, Prevas, HAX Technologies). Primary customer segments are machine builders, manufacturing end users, system integrators, panel builders, and data center operators across Sweden and Denmark; named customers include Polarbröd, Thisted Mejeri, Kinnareds Wells, Kjærgaard, the National Hospital of the Faroe Islands, and the Technical University of Denmark (DTU). The company is led by CEO Mogens Brusgaard, with four operating divisions (Automation, IT Infrastructure, Solutions, Services) and approximately 80 employees group-wide.
Wexoe AB firmographics
Firmographics- Name
- Wexoe AB
- Legal name
- Wexoe Industry AB
- Website
- https://wexoe.se
- Company type
- Private
- Founded year
- 1958
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wexoe AB (Wexoe Industry AB) is a Nordic value-added distributor and authorized service partner for Rockwell Automation, distributing industrial automation hardware, software, and IT infrastructure solutions to machine builders, manufacturers, system integrators, and data center operators across Sweden and Denmark.
- Ownership category
- akta.pro rank
Wexoe AB industry classification
Industry- Product category
- Industrial Automation Distribution
- NAICS
- Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Embedded Software & Firmware Tools (Compilers, Debug, RTOS tooling) (HDAHAFAE)
- akta.pro secondary industries
- Developer Experience Platforms for Enterprise (IDEs, CI/CD, Dev Portals) (HDAEAKAI), Policy, Access & NAC Administration (AAA/802.1X) (HDAFAMAH)
Keywords
Where Wexoe AB is headquartered
LocationHeadquarters
- HQ city
- Lund, Skåne
- HQ country
- Sweden
- HQ region
- Europe
Offices3 records
Markets served
Wexoe AB business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Hardware Sales: Sale of industrial automation components including PLCs, servo systems, variable frequency drives, I/O modules, industrial switches, robotics, low voltage products, and protocol converters. Products sourced primarily from Rockwell Automation and Allen-Bradley brands.
- Software Sales and Subscriptions: Sale of development software (Studio 5000, FactoryTalk Design Studio, Connected Components Workbench), visualization software (FactoryTalk Optix, FactoryTalk View, ThinManager), simulation software, and SaaS platforms (Plex MES, Fiix CMMS).
- Services and Training: Authorized Rockwell Automation service partner offering Rockwell Life Cycle Services, Rockwell ecosystem training, machine safety compliance, OT cybersecurity, network security, asset optimization, equipment repair, renovation and replacement, remote support and monitoring, and on-site field service.
- IT Infrastructure Solutions: Design, installation, and project management for data center solutions including fiber networks, copper networks, racks, cooling systems, structured cabling, and DCIM (Data Center Infrastructure Management).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Product pricing varies by Rockwell Automation product category |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Wexoe AB product offering
Product offeringCore offering
Wexoe AB is a value-added distributor of industrial automation hardware, software, and lifecycle services built primarily around the Allen-Bradley and Rockwell Automation portfolio. It sells PLCs, drives, motion, safety, I/O, networking, HMI/SCADA, MES, and CMMS software together with consulting, training, cybersecurity, machine safety, on-site field service, repair, and renovation services to manufacturers, machine builders, system integrators, panel builders, and data center operators in Sweden and the Nordics. The offering is sold under three brands: Wexoe Industry (hardware), Wexoe Solutions (engineering and lifecycle services), and Wexoe IT (IT infrastructure and datacenter).
Product overview
Wexoe Industry AB is a value-added distributor of industrial automation components, solutions, and services, serving as a strategic partner to Rockwell Automation. The company operates a unified portfolio of hardware, software, and services distributed through a platform architecture. The hardware portfolio centers on Allen-Bradley PLCs (Programmable Logic Controllers), PowerFlex variable frequency drives, Kinetix servo drives and motors, PanelView operator panels, I/O modules, industrial switches (Stratix), GuardLogix safety systems, HMS Ewon remote access solutions, Anybus protocol gateways, Wittenstein precision gearboxes, and robotics from Autonox and OTTO. The software portfolio includes Studio 5000 development environment, FactoryTalk Optix (HMI/SCADA visualization platform), FactoryTalk View and ThinManager, Fiix cloud-based CMMS, Plex cloud MES platform, FactoryTalk Logix Echo and Emulate3D simulation tools, Connected Components Workbench, PlantPAx DCS, and Unified Robot Control (URC). Services encompass system modernization (SLC 500 migration), installed base evaluation, Rockwell training, OT cybersecurity, machine safety, remote support, on-site field service, equipment repair, and IT infrastructure solutions including datacenter offerings. The company sells from stock at its Copenhagen warehouse and serves machine builders, end users, system integrators, and panel builders across Scandinavia.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 51.39% reduction in Scope 1 and Scope 2 CO2 emissions since 2019 (251 tons to 122 tons)
- +2 more outcomes
Companies that use Wexoe AB
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles5 records
Wexoe AB technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Wexoe AB partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered flagship, core and minor.
- Rockwell AutomationflagshipAs a strategic partner, authorized distributor, and authorized service provider to Rockwell Automation, Wexoe delivers complete automation solutions including hardware, software, and services from all Rockwell brands including Allen-Bradley. They offer Rockwell Life Cycle Services and training in the Rockwell ecosystem.
- HMS NetworkscoreHMS Networks provides industrial communication products including Anybus protocol converters and Ewon remote access solutions distributed through Wexoe. HMS is part of Wexoe's ecosystem of complementary technology partners.
- WittensteincoreWittenstein is a leading manufacturer of precision gearboxes for servo applications. Wexoe is a partner helping dimension and select the right gearbox for customer applications, offering Wittenstein's complete portfolio from Basic to Premium lines including Galaxie.
- Autonox RoboticscoreAutonox Robotics provides robot mechanics for delta robots and autonomous mobile robots (AMR) from OTTO, integrated with Wexoe's Unified Robot Control solution.
- AFRYcoreAFRY is a system integrator partner to whom Wexoe directs customers for project implementation.
- Guard AutomationminorNorwegian system integrator partner collaborating with Wexoe on automation projects.
- PrevascoreSwedish system integrator partner for automation project implementation.
- HAX TechnologiesminorSystem integrator partner, notably involved in HMI/Optix case projects with Wexoe.
- SDIA (Swedish Data Center Industry)minorWexoe joined SDIA as a corporate member to engage with the Swedish data center industry.
- LBW Elektronik ABcoreAcquired in 2023, LBW is an established provider of IT infrastructure and data center system solutions, strengthening Wexoe's presence in Sweden and adding expertise in IT infrastructure solutions.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
Wexoe AB competitors and assessment
Company assessmentOthers
- Balluff: German manufacturer of sensors, connectivity and industrial networking for factory automation. Adjacent competitor whose products overlap with the I/O, sensor and industrial switch categories Wexoe distributes from Rockwell and partners.
- Phoenix Contact: Global manufacturer of industrial connectivity, automation and interface solutions including PLCs, I/O and networking. Adjacent competitor because Phoenix Contact products are commonly specified alongside or instead of Rockwell products in Nordic automation projects.
- Festo: German manufacturer of pneumatic and electric automation technology, motion control and industrial training. Not a direct distributor peer, but competes with Rockwell-sourced products that Wexoe distributes and is frequently evaluated alongside them in machine builder RFPs.
Broad incumbents
- WESCO International: Global electrical, communications and utility distribution business with significant industrial automation and data center exposure. Comparable as a broad-line distributor competing for enterprise and data center projects that exceed a Nordic-only distributor's reach.
- Rexel: Global electrical distribution group with strong Nordic and European footprint distributing automation, energy efficiency and data center products. Competes with Wexoe on multi-country industrial and data center accounts where pan-European coverage is required.
- Sonepar: Global B2B distributor of electrical, industrial automation and energy solutions with extensive Nordic operations. Overlaps with Wexoe across automation components, IT infrastructure and data center products but operates at vastly greater scale and geographic breadth.
- RS Components: UK-based high-service distributor of industrial and electronic components, including automation, sensors and test equipment, serving the Nordics through local operations and e-commerce. Competes with Wexoe's e-commerce shop for mid-market customers.
Direct peers
- OEM Automatic: Swedish value-added distributor of industrial automation components and solutions serving machine builders, panel builders and end users across the Nordics. Direct overlap with Wexoe in PLCs, drives, sensors and motion, serving the same Swedish industrial customer base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Wexoe AB social profiles
Digital presenceWexoe AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wexoe AB leadership team
Management profileNumber of profiles
Profiles11 records
Wexoe AB subsidiaries and ownership
Company hierarchySubsidiaries1 record
Wexoe AB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wexoe AB M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wexoe AB
What does Wexoe AB do?
Wexoe AB is a value-added distributor of industrial automation hardware, software, and lifecycle services built primarily around the Allen-Bradley and Rockwell Automation portfolio. It sells PLCs, drives, motion, safety, I/O, networking, HMI/SCADA, MES, and CMMS software together with consulting, training, cybersecurity, machine safety, on-site field service, repair, and renovation services to manufacturers, machine builders, system integrators, panel builders, and data center operators in Sweden and the Nordics. The offering is sold under three brands: Wexoe Industry (hardware), Wexoe Solutions (engineering and lifecycle services), and Wexoe IT (IT infrastructure and datacenter).
Is Wexoe AB a public or private company?
Wexoe AB is a private company. It is classified as corporate owned and is currently operating.
When was Wexoe AB founded?
Wexoe AB was founded in 1958. It employs 11 to 50 people.
Where is Wexoe AB based?
Wexoe AB is headquartered in Lund, Skåne, Sweden, in the Europe region.
How does Wexoe AB make money?
Four revenue lines are on record. Hardware Sales are the primary driver. The others are software Sales and Subscriptions, services and Training and IT Infrastructure Solutions.
Who are Wexoe AB's main competitors?
Others on record are Balluff, Phoenix Contact and Festo. Broad incumbents are WESCO International, Rexel, Sonepar and RS Components. OEM Automatic is listed as a direct peer.
Does Wexoe AB have an API?
No public API is recorded for Wexoe AB.
What industry is Wexoe AB in?
Wexoe AB's product category is Industrial Automation Distribution. Its primary akta.pro industry code is HDAHAFAE, Embedded Software & Firmware Tools (Compilers, Debug, RTOS tooling), with a secondary code of HDAEAKAI, Developer Experience Platforms for Enterprise (IDEs, CI/CD, Dev Portals). Its NAICS code is 541511 and its SIC code is 7370.