Schaeffer Marketing Group Inc

What Schaeffer Marketing Group Inc does

Schaeffer Marketing Group, Inc. is an independent electrical manufacturers' representative firm established in 1976 and headquartered in St. Louis, Missouri. The company operates a commission-based rep agency model covering the Missouri and Illinois territory for more than 50 electrical and lighting manufacturers, serving as the field sales arm that connects manufacturers to local electrical distributors, contractors, and commercial/residential end users. Its core represented lines include Carlon (an ABB brand of PVC fittings, outlet boxes, enclosures, and weatherproof products), Cree Lighting (LED lighting represented since 2012), Encore Wire / Prysmian (copper and aluminum wire and cable), ABB Installation Products, Keystone, Bodine, and a broadening roster that now spans EV charging (Electric Avenue), surge protection (DEHN), transformers (MGM), fiber optics (Channell), and cable management (Abnex).

The firm's "technology" is its relationship and channel infrastructure rather than any proprietary software or hardware. Schaeffer maintains an inside sales team for price and availability inquiries and field representatives who provide product expertise, lighting audits, and energy-savings analyses to contractors and end users. Differentiated credentials include registered Ameren Trade Ally status in both Missouri and Illinois, DCEO Trade Ally designation, and Ameren Valued Partner Network membership, which enable the firm to bundle utility rebates and EPAct Tax Incentive Programs into its lighting upgrade proposals. NEMRA and USGBC affiliations reinforce its standing in the electrical channel.

Revenue is generated through sales commissions on the products of its manufacturer partners flowing through local distributors and contractors; pricing is handled through quotes and distributor relationships and is not publicly disclosed. Customer segments are horizontal across electrical distribution, electrical contracting, and end-user markets, with a primary emphasis on distributors and contractors. The company is privately held, appears to remain family-operated (founder Mike Schaeffer and Brenda Schaeffer are referenced in industry leadership roles), and currently observes a 50-year operating milestone in 2025.

Name

Schaeffer Marketing Group Inc

Legal name

Schaeffer Marketing Group, Inc.

Website

https://smgrep.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Schaeffer Marketing Group is an independent electrical manufacturers' representative firm, founded in 1976 in St. Louis, covering Missouri and Illinois for 50+ manufacturers including Carlon/ABB, Cree Lighting, and Encore Wire/Prysmian, serving distributors, contractors, and end users with product expertise and energy/labor savings solutions.

Ownership category

akta.pro rank

Product category

Electrical Manufacturers Representation

NAICS

Electric Lighting Equipment Manufacturing (33513)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Lighting & Electrical Supplies for Home Distribution (CRAOAFAG)

Keywords

• Electrical manufacturers representative
• Lighting products distribution
• Energy savings analysis
• Electrical wire and cable
• Commercial lighting solutions

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Manufacturer Representative Commissions: As a manufacturers' representative firm, SMG earns commissions on sales of electrical and lighting products from their manufacturer partners to distributors, contractors, and end users in their Missouri and Illinois territory.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Schaeffer Marketing Group is an electrical manufacturers' representative firm that represents more than 50 manufacturers of electrical and lighting products, including Carlon (ABB), Cree Lighting, Encore Wire (Prysmian), ABB Installation Products, Keystone, Bodine, Airmaster, AMP, Channell, DEHN, Electric Avenue, MGM Transformer, and Abnex, selling and supporting them through electrical distributors, contractors, and end users in Missouri and Illinois. In addition to channel representation, SMG provides Energy Savings Analysis (including utility rebates and EPAct Tax Incentive Programs) and Labor Savings Solutions centered on LED lighting upgrades.

Product overview

Schaeffer Marketing Group, Inc. is an electrical manufacturers' representative firm established in 1976, covering Missouri and Illinois. The company represents multiple quality electrical and lighting manufacturers and their products. Their core product portfolio includes Carlon (ABB brand) electrical products such as PVC fittings, outlet boxes, and enclosures; Cree LED lighting products (represented since 2012); and Encore Wire copper and aluminum wire and cable products (now part of Prysmian Group following July 2024 acquisition). Key Encore Wire sub-products include the Mega Coil for pre-fabrication, Reel Payoff Premium reel systems, NM-B PCS combined power/control cable, Flexcore flexible conductors, and TC-ER SE-R Hybrid cable. Additional represented manufacturers include ABB Installation Products (formerly Thomas & Betts), Airmaster Fan, AMP, Channell, Current Technology/DEHN, Electric Avenue EV charging, Keystone, MGM Transformer, and Bodine. The company also offers energy savings analysis and labor savings solutions as services.

Differentiator

Problem solved

Functional benefit

Products and services

• Carlon (an ABB brand) Carlon line of PVC fittings and accessories, Carflex, ENT, outlet boxes, enclosures, wire trough, Plenum-Gard, Riser-Gard, and weatherproof boxes and covers for electrical installations. Represented by SMG since the firm's founding in 1976.
• Carlon Blue Fan-Rated Ceiling Box 4-inch round non-metallic ceiling box for new-work applications, available with L-bracket for fan mounting or adjustable bar hanger (14 3/8" to 22 1/2"), conforming to UL 514C and NEC 314.27(C).
• Cree Lighting High-quality LED lighting products for commercial applications including architectural, commercial, and automotive dealership lighting. Represented by SMG since 2012.
• Encore Wire (a Prysmian Brand) Complete line of copper and aluminum wire and cable including THHN/THWN-2, XHHW-2, NM-B, tray cable, and MC cable. Products are manufactured in America at Encore Wire's vertically integrated Texas campus.
• Mega Coil (Encore Wire) Wire coil designed for pre-fabrication operations with clean, easy pulls that maintain shape throughout use; supports longer continual metal-clad runs, reduced scrap, portability, easy setup, and space-saving design.
• Reel Payoff Premium (Encore Wire) Self-spinning wooden reel for large projects; Premium version features enhanced weatherability with a single sheet of hard wood, metal band, and metal drum pre-cut with wire-tail slots.
• NM-B PCS (Encore Wire) Non-metallic sheathed cable with one cabled pair of 16 AWG signal wires for 0-10V lighting control, combining power and control in a single cable to reduce installation costs and Wi-Fi dependency.
• Flexcore (Encore Wire) Highly flexible conductor for use in raceways for services, feeders, and branch-circuit wiring per the NEC; optimal for data centers with reduced bending radii, using Class I stranding.
• TC-ER SE-R Hybrid (Encore Wire) Combination cable usable as TC-ER-JP or SE-R for indoor/outdoor, above-ground and underground applications; features a more robust jacket than standard SE-R cable for residential and commercial installation.
• ABB Installation Products (formerly Thomas & Betts) Global leader in design, manufacture, and marketing of products for managing connection, protection, and distribution of electrical power, with a portfolio of over 200,000 products across 38+ premium brand names.
• Keystone LED lighting products and lighting controls, including LED drivers, fixtures, and smart lighting controls.
• Bodine Lighting products and emergency lighting solutions (a Signify brand).
• Abnex 50/50 joint venture between ABB (T&B cable tray) and Niedex MonoSystems delivering cable management solutions including cable tray products.
• Airmaster Fan Company Industrial and commercial fans and ventilation equipment.
• AMP CT cabinets, power distribution equipment, switchboards, and related electrical products.
• Channell Fiber optic solutions, thermoplastic pedestal enclosures, and underground vault systems.
• Current Technology (DEHN) Surge protection and power quality monitoring solutions.
• Electric Avenue Electric Vehicle Supply Equipment (EVSE) including Level 2 residential, Level 2 commercial, and DCFC electric vehicle charging stations, software, and accessories.
• MGM Transformer Company 600V Dry Type and Medium Voltage transformers including solar duty charging transformers.
• Energy Savings Analysis Comprehensive energy savings analysis including applicable utility rebates and EPAct Tax Incentive Programs. SMG is a registered Ameren Trade Ally in MO and IL, a DCEO Trade Ally, and an Ameren Valued Partner Network member.
• Labor Savings Solutions LED lighting solutions designed to maximize efficiency and productivity while cutting installation and operating costs.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Cree LightingcoreChannel Partner/ Reseller/ DistributorRepresenting Cree Lighting products since 2012 as a core manufacturer partner. Provides LED lighting solutions including architectural, commercial, and automotive dealership lighting.
• Carlon (ABB Brand)coreChannel Partner/ Reseller/ DistributorRepresenting Carlon products since 1976 - one of the longest-standing partnerships. Carlon provides PVC fittings, Carflex, ENT, outlet boxes, enclosures, and weatherproof products.
• Encore Wire (Prysmian Brand)coreChannel Partner/ Reseller/ DistributorRepresenting Encore Wire products - a Prysmian brand manufacturer of building wire and cable. Products include THHN/THWN-2, XHHW-2, NM-B, tray cable, and MC cable. Products made in America at their Texas campus.
• ABB Installation ProductscoreChannel Partner/ Reseller/ DistributorRepresenting ABB Installation Products Division (formerly Thomas & Betts). Offers over 200,000 products under 38+ premium brand names for connection, protection, and distribution of electrical power.
• KeystonecoreChannel Partner/ Reseller/ DistributorRepresenting Keystone Technologies for lighting solutions including LED drivers, fixtures, and smart lighting controls.
• NEMRA (National Electrical Manufacturers Representatives Association)minorStrategic or Co-development PartnerIndustry association membership providing networking, professional development, and industry advocacy for electrical manufacturers' representatives.
• Ameren Trade Ally NetworkcoreStrategic or Co-development PartnerRegistered Ameren Trade Ally in both Missouri and Illinois, DCEO Trade Ally, and member of Ameren's Valued Partner Network. Enables provision of energy savings analysis including applicable rebates and EPAct Tax Incentive Programs.
• USGBC (U.S. Green Building Council)minorStrategic or Co-development PartnerUSGBC sponsor supporting green building initiatives and sustainable construction practices in the St. Louis region.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Graybar: Graybar is one of North America's largest electrical, communications, and data networking distributors. Overlaps with SMG because both serve electrical contractors and end users with lighting, wire, and electrical products across similar supply-chain channels, though Graybar sells directly while SMG represents manufacturers via rep agreements.
• Eaton Corporation: Eaton is a global power management company with substantial electrical products and switchgear/transformer exposure. Comparable to SMG in the categories represented (transformers, switchgear via AMP/CT cabinets represented, electrical distribution equipment), though as a manufacturer with global operations rather than a regional rep.
• Rexel: Rexel is a worldwide expert in electrical, lighting, security, and energy management products serving contractors and industrial customers. Comparable to SMG in the mix of lighting/electrical product categories represented and customer base (electrical contractors), but at much larger global scale through wholly-owned distribution.
• Schneider Electric: Schneider Electric is a global energy management and automation company with a large Square D / Schneider Electric U.S. electrical distribution business. Comparable to SMG in channel role serving electrical contractors with lighting, distribution equipment, and control products, but at dramatically larger global scale and as a branded manufacturer.
• Border States Electric Supply: Border States is a 100% employee-owned electrical distribution solutions provider serving commercial, industrial, utility, and residential customers across the U.S. Comparable to SMG in serving electrical contractors with lighting and electrical products in similar Midwestern markets; differs in scale and direct-distribution model vs. rep-firm structure.
• Legrand: Legrand is a global specialist in electrical and digital building infrastructures with strong U.S. presence through brands like Pass & Seymour and Wiremold. Comparable to SMG in product categories represented (wiring devices, raceway, electrical enclosures adjacent to SMG's Carlon line) and the contractor customer base, but as an integrated manufacturer-owner.
• Acuity Brands: Acuity Brands is a leading North American lighting and building solutions manufacturer. Comparable to SMG because lighting is a core represented category for SMG (Cree, Keystone, Bodine), and Acuity competes directly with several of SMG's manufacturer principals in commercial/institutional lighting specifications.
• Hubbell Incorporated: Hubbell is a major U.S. electrical products manufacturer spanning lighting, wiring, and electrical components. Comparable to SMG because Hubbell makes several of the product categories SMG represents (wiring devices, lighting, electrical components), but at manufacturer rather than rep/distributor level and at vastly larger scale.
• Sonepar: Sonepar is a global family-owned electrical distribution leader operating independent companies across the U.S. Comparable to SMG in channel role (B2B electrical products distribution) and family-owned governance, but at vastly larger scale and with full ownership of inventory and distribution operations versus rep/commission model.
• Wesco International: Wesco is a publicly traded Fortune 500 provider of electrical, communications, and utility distribution and supply-chain services. Comparable to SMG in core electrical/lighting customer base and channel role, but at dramatically larger scale with services, broadband, and utility-marker businesses that SMG does not address.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/smgrep
• LinkedInlinkedin.com/company/schaeffer-marketing-group-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Schaeffer Marketing Group Inc