iControls
iControls is a New Zealand-based distributor (founded 2009, 1-10 employees) that resells ABB Jokab Safety Solutions and Weintek HMI products through a Shopify e-commerce storefront, serving industrial manufacturers and machine builders across New Zealand.
- Company typePrivate
- Founded2009
- HeadquartersEast Tamaki, New Zealand
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What iControls does
iControls is a New Zealand-based industrial distributor founded in 2009 and operating from East Tamaki, with 1-10 employees. The company resells ABB Jokab Safety Solutions products and Weintek HMI devices through a Shopify e-commerce storefront (icontrols.co.nz), serving industrial manufacturers and machine builders/OEMs in New Zealand. Its catalog of 99+ SKUs spans four categories: Safety Controllers (Pluto Safety PLCs and VITAL safety controllers), Safety Contactors (AFS series), Emergency Stops and Pilot Devices (LineStrong, Smile, INCA series), and Sensors and Locks (Adam DYN/Eden non-contact sensors, Sense7 magnetic switches, electromagnetic locks, M12 connectors). Products rely on ABB's underlying technologies including AF contactor technology, DYNlink single-channel safety circuits (supporting up to 30 devices in series at PL e/SIL 3), and Pluto Manager programmable safety PLCs compliant with EN ISO 13849 and EN 62061.
Revenue is generated entirely through unit-priced hardware sales in NZD, with individual SKUs priced from NZD 14.60 (small accessories) to NZD 5,935 (Pluto D45 Safety-PLC), including promotional sale pricing. The company operates a direct-to-customer e-commerce model with no subscription or recurring pricing, no physical retail presence, and no disclosed dealer network. Marketing is limited to the storefront and an email newsletter subscription. The company is privately held, with no disclosed funding, no parent company, and no public listing.
iControls firmographics
Firmographics- Name
- iControls
- Legal name
- iControls
- Website
- https://icontrols.co.nz
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- iControls is a New Zealand-based distributor (founded 2009, 1-10 employees) that resells ABB Jokab Safety Solutions and Weintek HMI products through a Shopify e-commerce storefront, serving industrial manufacturers and machine builders across New Zealand.
- Ownership category
- akta.pro rank
Where iControls is headquartered
LocationHeadquarters
- HQ city
- East Tamaki
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
iControls business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Hardware Product Sales: iControls generates revenue through direct sales of industrial electrical control and safety products via their e-commerce platform. Products include safety contactors, sensors, controllers, emergency stops, cables, and accessories from ABB and Weintek. Pricing is displayed in NZD with various price points ranging from $14.60 to $5,935.00 NZD per product.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual hardware products sold at unit prices |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels2 records
iControls product offering
Product offeringCore offering
iControls is a New Zealand-based authorized distributor of ABB Jokab Safety Solutions industrial machine safety and electrical control products. The company sells safety contactors, safety PLCs, emergency stop devices, non-contact sensors, magnetic safety switches, electromagnetic locks, and associated M12 connector accessories through its Shopify e-commerce storefront. It complements product sales with high-end technical support for motor control and machine safety applications.
Product overview
iControls is a New Zealand-based distributor specializing in industrial machine safety products and electrical controls. The company offers a portfolio of ABB safety components organized into four main product categories: Safety Controllers (Pluto Safety PLCs and VITAL safety controllers for monitoring safety functions), Safety Contactors (AFS series contactors for safe power removal to dangerous machinery), Emergency Stops and Pilot Devices (LineStrong, EStrongZ, LS, Smile, and INCA series for emergency stop and reset functions), and Sensors and Locks (Adam DYN/Eden non-contact sensors, Sense7 magnetic switches, MKey mechanical safety switches, electromagnetic locks, and M12 connector accessories). Products comply with EN ISO 13849 and EN 62061 safety standards and achieve PL e / SIL 3 safety levels. The DYNlink system enables up to 30 safety devices to be connected in series to the same circuit. iControls operates as a reseller of ABB/Jokab Safety Solutions products.
Differentiator
Problem solved
Functional benefit
Brands
- ABB Jokab Safety Solutions: Machine safety products including safety contactors, emergency stops, and safety controllers
Companies that use iControls
Customer profileSegments2 records
Ideal customer profiles2 records
iControls technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
iControls partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and secondary.
- ABB (Jokab Safety Solutions)coreiControls is an authorized distributor of ABB industrial safety and control products, including ABB Jokab Safety Solutions. The company sells the complete range of ABB safety products including AFS contactors, Eden sensors, Pluto safety PLCs, Vital controllers, and associated accessories. The website prominently features 'ABB Jokab Safety Solutions' and 'ABB Safety Contactors' as primary product categories.
- WeinteksecondaryiControls distributes Weintek HMI products, featuring the Weintek IE Series with ultra-slim form factor and new color design. Weintek HMIs are sold alongside ABB safety products as part of iControls' industrial automation offerings.
Scale indicators1 record
Recent moves4 records
Expansion highlights1 record
iControls competitors and assessment
Company assessmentDirect peers
- Farnell / element14 (Premier Farnell): Global e-commerce distributor of industrial automation, control, and electronic components serving design engineers and machine builders. Competes for the same machine builder and OEM customer segment via the same digital channel mechanics used by iControls.
- Mouser Electronics: Worldwide e-commerce distributor of electronic components, including industrial automation and machine safety products. While primarily semiconductor-focused, Mouser competes with iControls for the technical buyer purchasing PLCs, contactors, and safety devices online.
- DigiKey: Global e-commerce distributor of electronic and industrial control components with an extensive catalog of safety and automation products. Direct competitor in business model (online-first distribution with technical buyer focus) and partial catalog overlap.
- Allied Electronics / RS Australia: Industrial automation and electronic component distributor serving ANZ and North America with broad portfolios including safety and control products. Closest regional peer in the Australia/New Zealand industrial distribution market.
- RS Components (RS Group): Global industrial product e-commerce distributor selling machine safety, control, and HMI components to engineering and manufacturing customers, including extensive ABB portfolio. Most direct competitor in business model (e-commerce industrial distribution) and overlapping product categories (safety contactors, PLCs, HMI).
Broad incumbents
- Rexel: Global electrical distribution group with industrial automation and safety product lines across multiple geographies. Represents the kind of large-scale distribution incumbent that could compress iControls' niche position if it expanded its NZ industrial safety offering.
- Pilz GmbH & Co. KG: Global manufacturer specializing in machine safety products including safety PLCs, sensors, and controllers. Competes with the ABB/Jokab safety products iControls distributes, often being the customer's alternative equipment choice.
- IDEC Corporation: Manufacturer of industrial safety products, control components, and HMI devices. Direct competitor to the ABB safety contactors, emergency stops, and HMI products iControls sells, frequently evaluated as an alternative brand.
- SICK AG: Global manufacturer of industrial safety sensors and machine safety systems including safety light curtains, non-contact sensors, and safety controllers. Offers competing safety sensor products to those iControls distributes (Eden, Sense7).
Others
- ABB (Jokab Safety division): Manufacturer and supplier of all the Jokab safety products iControls distributes. Listed as a peer because ABB's channel strategy (direct vs distributor mix in ANZ) directly determines iControls' go-forward opportunity; it is both key supplier and potential long-term disintermediator.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
iControls social profiles
Digital presenceiControls financial estimates
Financial estimateRevenue estimate
Valuation estimate
iControls leadership team
Management profileNumber of profiles
iControls funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
iControls 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 iControls
What does iControls do?
iControls is a New Zealand-based authorized distributor of ABB Jokab Safety Solutions industrial machine safety and electrical control products. The company sells safety contactors, safety PLCs, emergency stop devices, non-contact sensors, magnetic safety switches, electromagnetic locks, and associated M12 connector accessories through its Shopify e-commerce storefront. It complements product sales with high-end technical support for motor control and machine safety applications.
Is iControls a public or private company?
iControls is a private company. It is classified as unknown and is currently operating.
When was iControls founded?
iControls was founded in 2009. It employs 1 to 10 people.
Where is iControls based?
iControls is headquartered in East Tamaki, New Zealand, in the Oceania region.
How does iControls make money?
One revenue line is on record: hardware Product Sales.
Who are iControls's main competitors?
Direct peers on record are Farnell / element14 (Premier Farnell), Mouser Electronics, DigiKey, Allied Electronics / RS Australia and RS Components (RS Group). Broad incumbents are Rexel, Pilz GmbH & Co. KG, IDEC Corporation and SICK AG. ABB (Jokab Safety division) is listed as an others.
Does iControls have an API?
No public API is recorded for iControls.