Standel

What Standel does

Standel AS is an Estonian industrial automation distribution and engineering company founded in 1992 and headquartered in Tallinn. The company distributes and integrates a multi-brand portfolio of industrial automation components for Estonian customers, sourcing products from international manufacturers including Yaskawa (frequency converters and servo drives), VIPA/Yaskawa (PLCs), Nivelco (level, radar, ultrasonic, capacitive, and hydrostatic sensors), Contrinex (inductive and safety RFID sensors), Sensopart (machine vision), Kübler (encoders and condition monitoring), Pixsys (temperature/process controllers and signal converters), ATMI (float switches), Ziehl (monitoring relays), and COPA-DATA/Progea (zenon and Movicon SCADA software). The portfolio spans control systems (PLCs, HMI panels, SCADA), drives (VFDs, servo drives), sensors (level, vision, inductive, encoders), and complementary automation components.

The company's business model combines authorized multi-brand hardware distribution with engineering consultation, technical training, and after-sales support services. Standel generates revenue primarily through per-unit hardware sales (e.g., Micro PLC at EUR 295, PiloTREK W-200 at EUR 382-502, ATMI float switch at EUR 25), supplemented by project-based engineering solutions, custom PLC programming (SPEED7 Studio, SIMATIC Manager, TIA Portal), and product training programs. Go-to-market operates through three channels: B2B direct enterprise sales via technical consultation and inquiry forms, an e-commerce storefront (a-pood.eu) for stock items, and content marketing via the company website and newsletter. Pricing is per-unit for stock items and quote-based for larger project orders. The company employs 1-10 people and operates exclusively within Estonia. End customers span 20+ vertical segments including food and pharmaceutical, chemical, energy and oil, water and wastewater, ports, packaging, paper and cement, machine building, and transportation infrastructure.

Name

Standel

Legal name

Standel AS

Website

https://standel.eu

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Standel AS is a Tallinn-based Estonian industrial automation distributor and engineering services firm, founded in 1992, that sells and integrates multi-brand automation components (PLCs, drives, sensors, HMIs, SCADA) from international OEMs to industrial customers across Estonia.

Ownership category

akta.pro rank

Product category

Industrial Automation Distribution and Engineering

NAICS

Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513)

SIC

Industrial Instruments For Measurement, Display, And Control (3823), General Industrial Machinery & Equipment (3560)

akta.pro primary industry

Industrial Automation Software (SCADA, HMI, MES, Historian) (IMAHAHAJ)

akta.pro secondary industry

Instrumentation, Controls & Automation Engineering Consulting (BPAHAIAM)

Keywords

• Industrial automation distribution
• PLC and control systems
• Frequency converters and drives
• Industrial sensors and instrumentation
• SCADA and HMI solutions

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Hardware Distribution - Industrial Automation Products: Standel AS generates revenue through the distribution and sale of industrial automation equipment including PLCs, sensors, frequency converters, servo drives, HMI panels, and level measurement instruments. Products are sourced from multiple international manufacturers (Yaskawa, Nivelco, Contrinex, Kübler, VIPA, etc.) and sold to industrial customers in Estonia. Pricing is per-unit with quotes provided for larger orders. The company also offers an e-commerce platform (a-pood.eu) for stock items.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Standel AS is an industrial automation distributor and engineering company that supplies PLCs, frequency converters, servo drives, industrial sensors, level measurement instruments, encoders, HMI panels, and SCADA software from international manufacturers, with the related engineering consultation, integration, training, and after-sales support services. The company curates a multi-brand portfolio (Yaskawa, VIPA, Nivelco, Contrinex, Sensopart, Kübler, Pixsys, Ziehl, ATMI, COPA-DATA, Progea) and packages the components as tailored automation solutions for Estonian industrial customers across food/pharma, chemical, energy, water, and manufacturing sectors.

Product overview

Standel AS is an Estonian industrial automation distributor and engineering company with 33 years of experience (founded 1992), offering a broad portfolio of automation components, sensors, drives, and control systems from international manufacturers. The product portfolio is organized around several core product lines: (1) YASKAWA frequency converters including the GA700 (high-performance, 0.4-630 kW, multi-motor support including SynRM) and GA500 (cost-optimized, 0.1-30 kW) series; (2) VIPA/Yaskawa PLCs including the compact MICRO PLC (30 integrated I/O, PROFINET, SPEED7 technology), the modular SLIO system (up to 64 modules, 48 Mbit/s internal bus), and the 300S+ series (up to 8 MB memory, guaranteed availability to 2030); (3) Nivelco process instrumentation including PiloTREK W-200 80 GHz radar level sensors, EasyTREK/EchoTREK ultrasonic sensors, MicroTREK guided wave radar sensors, NIVOCAP/NIVOTRACK level sensors, and Nivopress hydrostatic sensors; (4) Contrinex inductive sensors and safety RFID sensors; (5) Sensopart VISOR machine vision systems; (6) Kübler encoders (incremental, absolute, linear) and CMSVT38 condition monitoring sensors; (7) Pixsys temperature/process controllers and signal converters; (8) Ziehl monitoring relays; (9) ATMI float switches; and (10) HMI/SCADA solutions including cloudPanel, smartPanel, and Panel PCs with Movicon or HMI Designer software. Standel also provides engineering services including project design, programming (SPEED7 Studio, SIMATIC Manager, TIA Portal), technical training, and after-sales support. The company serves industries including food/pharmaceutical, chemical, energy, water management, marine, automotive, and machine building.

Differentiator

Problem solved

Functional benefit

Products and services

• YASKAWA GA700 Frequency Converter High-performance variable frequency drive (VFD) for 380-480 VAC motors from 0.4 kW to 630 kW. Supports induction, surface PM, interior PM, and synchronous reluctance motors. Features vector control, integrated EMC filter, SIL3 functional safety, and compact mounting footprint. Distributed to Estonian industrial customers requiring precision motor control.
• YASKAWA GA500 Frequency Converter Cost-optimized variable frequency drive for single-phase 240V (0.1-4 kW) and three-phase 480V (0.37-30 kW) motors. Designed for energy-efficient motor control backed by Yaskawa's 100+ years of motor-control experience. Sold to Estonian industrial customers for general-purpose drive applications.
• YASKAWA Sigma 7 Servo Drives Servo drive system covering 200-240 VAC at 0.05-1.5 kW with 24-bit (16 million pulses/revolution) resolution, vibration suppression, friction compensation, IP67 protection, and SIL2/SIL3 safety support. Communication via analog/pulse, MECHATROLINK III, or EtherCAT. Sold to machine builders and integrators for precision motion control.
• VIPA MICRO PLC Compact SPEED7-based programmable logic controller with 30 integrated I/O (16 DI, 12 DO, 2 AI), 72mm x 88mm form factor, expandable up to 160 I/O via 8 modules. Integrated PROFINET controller, web server, 4 high-speed counters (100 kHz), 2 PWM outputs, servo control, optional Bluetooth, and dual Ethernet ports with switch. Programmable via SPEED7 Studio, SIMATIC Manager, or TIA Portal. Sold to machine builders and system integrators.
• VIPA SLIO PLC System Modular, extremely compact PLC and I/O system supporting up to 64 electronic modules per station with internal bus speeds up to 48 Mbit/s. Interface modules support PROFINET, PROFIBUS, EtherCAT, CANopen, EtherNet/IP, MECHATROLINK III, and Modbus TCP. Modules use spring-clamp terminals and a sliding lock mechanism. Sold to system integrators building mid-size automation systems.
• VIPA 300S+ PLC Series High-performance PLC series based on SPEED7 technology, programmable via WinPLC7, SIMATIC Manager, or TIA Portal. Expandable memory up to 8 MB via memory configuration card without changing CPU, built-in Ethernet PG/OP communication, with availability guaranteed through 2030. Sold to industrial customers requiring a future-proof replacement for established Siemens-style controller programs.
• PiloTREK W-200 Radar Level Sensor 80 GHz (W-band) contact-free radar level sensor for liquids and bulk solids with ±2 mm accuracy, up to 30 m measurement range, 2-wire 4-20 mA output with HART protocol, IP66/IP67 protection, and small antenna for simple installation. Used by Estonian customers in water management, food/beverage, pharmaceutical, chemical, marine, and energy applications. Available in compact (WE-200) and integrated (WP-200) versions.
• EasyTREK SP-500 Ultrasonic Level Sensor 2-wire ultrasonic level sensor with integrated electronics for continuous, contactless level measurement of liquids. Maximum range 18 m, narrow 5° beam, temperature compensation, HART 7 communication, IP68 protection, available in PP and PTFE with various process connections. Used in tanks, wells, collection pits, and standpipes where weakly alkaline to acidic liquids are present.
• MicroTREK Guided Wave Radar Sensor Guided TDR (Time Domain Reflectometry) radar sensor for continuous level measurement of conductive and non-conductive liquids, paper pulp, and bulk solids. Measurement up to 30 m, with cable, rod, double, or coaxial probes in stainless steel. Process temperature up to +200°C, pressure up to 40 bar, IP67, PACTware compatible, 5-year factory warranty, and ATEX variants available. Sold to chemical, energy, and process-industry customers.
• NIVOCAP Capacitive Level Sensor Capacitive level sensor for liquids, granules, and powders with dielectric constant Er>1.5. Rod probes 0.2-3.0 m and cable probes 1-20 m; standard models -30 to +130°C with high-temperature variants up to +200°C; 4-20 mA output with HART option and Ex ia G certification for hazardous areas. Used in chemical and bulk-solids applications.
• NIVOTRACK Magnetostrictive Level Sensor Magnetostrictive level sensor for most liquids with minimum density >0.5 kg/dm3 and resolution up to 0.1 mm. Uses a magnetostrictive wire loaded with current inside the sensor rod to deliver high-accuracy continuous level measurement. Used for high-precision liquid-level applications.
• Nivopress Hydrostatic Level Sensors Hydrostatic level sensors for liquid measurement in reservoirs, tanks, and boreholes. Multiple accuracy classes from 0.2% (8000 series) down to 0.075% (4000 series). SAN variants for hygienic food/pharma with AISI 316L membrane and optional Hastelloy C, tantalum, or gold plating. D-series for external tank mounting and N-series submersible with measurement up to 200 m. Sold to water utility and process-industry customers.
• Kübler Encoders (Incremental, Absolute, Linear) Kübler encoder family covering 19 incremental shaft, 20 incremental hollow-shaft, 4 bearingless incremental, 17 single-turn absolute shaft, 15 single-turn absolute hollow-shaft, 24 multi-turn absolute shaft, and 16 multi-turn absolute hollow-shaft series, plus 14 draw-wire linear and 4 magnetic-strip linear series. Optical and magnetic sensing options with resolutions up to 2,500 pulses/revolution. Sold to machine builders and motion-control integrators.
• Sensopart VISOR Vision Sensors Industrial machine vision portfolio including VISOR Allround (object/code/color camera), VISOR Object Sensor, VISOR Color, VISOR Code Reader (ISO/AIM barcodes, ECC 200 Data Matrix), VISOR Robotic (with URCap for UR robots and KUKA KRC4), VISOR Solar Sensor, and the fully programmable Eyesight Vision System. Ranges from plug-and-play standard cameras to freely configurable vision systems for complex automation tasks. Sold to machine builders and quality-control integrators.
• Sensopart Blue Light Photoelectric Sensors Photoelectric sensors using blue light to reliably detect transparent and dark objects where red light or infrared fails. Models F10 (up to 50 mm), F25 (up to 80 mm), and F50 (up to 1,200 mm). IP67 to IP69K protection. Sold to packaging, bottling, and assembly automation customers.
• ATMI BIP STOP VR NEO Float Switch Multi-directional tilting float switch for level detection in liquids. ±110° switching angle, 3.5 bar max working pressure, medium density 0.70-1.15, 20(8) A load, 10 m neoprene cable, price EUR 25 + VAT. Standel is the direct Estonian factory representative for French manufacturer ATMI. Sold to water/wastewater and process customers needing simple reliable level switching.
• Ziehl TR800Web Monitoring Relay Web-based monitoring relay with 8 universal measurement inputs (Pt100, Pt1000, Ni100, KTY, thermocouples B/E/J/K/L/N/R/S/T, 0-10 V, 0/4-20 mA, resistance, frequency). Browser-based configuration and monitoring via TCP/IP, email alarms, 4 alarm relays, RS485 Modbus, scalable display, and trend functions. Sold to process customers needing remote temperature and process monitoring.
• Contrinex Inductive Sensors Swiss-manufactured inductive proximity sensors covering Standard, Miniature, Extreme (Full Inox, IP68/IP69K, up to 80 bar), Extra Pressure (up to 1,000 m), High Pressure (100-500 bar), Extra Temperature (-40 to +120°C), High Temperature (up to +180/+230°C), Washable (ECOLAB-certified), Analog Output, Welding-Avoidant, and Special (double metal sheet, NAMUR) variants. ASIC-based design provides high repeatability across -25 to +70°C. Sold across manufacturing, food, and process industries.
• Contrinex Safety RFID Sensors Contactless safety sensors for monitoring guard, cover, and door closure. CAT. 4 / PL e (ISO 13849-1), SILCL 3 (IEC/EN 62061), SIL 3 (IEC/EN 61508). 24 VDC ±10%, 400 mA load, <3 Hz switching frequency, Sao 8 mm / Sar 18 mm, dual OSSD outputs, IP67, -25 to +70°C, 36x26x13 mm housing. Sold to machine builders needing hygienic safety monitoring in food, pharmaceutical, and packaging applications.
• Kübler CMSVT38 Condition Monitoring Sensor Vibration and temperature condition monitoring sensor with three-axis oscillation data plus temperature measurement. Connects to controllers via IO-Link (or via two PNP/NPN switching outputs in SIO mode). Used with Kübler signal lights and IO-Link Y-divider to enable early problem detection and prevent equipment failures. Sold to maintenance and reliability teams.
• cloudPanel Operator Panel WebVisu-based browser operator panel for simple HMI tasks via HTML5. Models TP 104-CL (4.3", 480x272), TP 107-CL (7", 800x480), TP 110-CL (10", 1024x600). Linux OS, ARM Cortex-A8 1 GHz, resistive touch, 512 MB RAM, 4 GB flash, RS232/422/485, USB-A, Ethernet, front IP66. Targets simple visualization tasks using existing PLC web servers.
• smartPanel HMI Panel HMI panel family in 4.3", 7", and 10" sizes with 1 GHz ARM Cortex-A8 processor, 512 MB RAM, 4 GB flash, 65k colors, USB-A, Ethernet, RS232/422/485. Runs Movicon 11 or HMI Designer with no limits on tags, screens, recipes, and alarms. Supports VBA or JavaScript scripting, OPC UA, approximately 200 integrated communication protocols, VNC remote access, and front IP66 protection. Sold to system integrators for visualization and operator control.
• Panel PC Industrial Computer Industrial panel PC combining touchscreen and computer with Intel Celeron J1900 quad-core processor, 8 GB RAM, and 64 GB storage. Screen sizes 10.1", 15.6", and 21.5" at up to 1920x1080, projected capacitive touch, aluminum chassis, 2x Ethernet, 2x RS232/422/485, USB 2.0/3.0, VGA, audio. Runs Windows 10 IoT Enterprise; HMI Designer supports up to 10,000 tags and Movicon supports up to 128 I/O bytes. Sold as a visualization/control workhorse for demanding operator environments.
• ATR444 Temperature and Process Controller Pixsys Blue Line universal multi-setpoint temperature and process controller with large multi-row display plus bar graph. Accepts TC, RTD, 0-10 V, 0/4-20 mA, mV, and potentiometer inputs plus up to 4 PNP discrete inputs. Outputs: up to 5 relays, SSR, or analog (4-20 mA / 0-10 V). Configurable via front panel, USB (MyPixsysLab), or NFC smartphone (MyPixsys App). PID, PI, PD, and ON/OFF with autotuning. Sold to process-industry customers for precision temperature control.
• Pixsys Smartphone-Configurable Signal Transmitters 2-wire 4-20 mA signal transmitters for Pt100, Pt1000, Ni100 RTDs and K/S/R/J/T/N/B/E thermocouples with NFC configuration via Android smartphone. Model 2000.35.010 (Pt100/Pt1000/Ni100) at EUR 35 + VAT and model 2000.35.015 (Pt100/Ni100 plus all thermocouples) at EUR 44 + VAT. Sold to process customers as low-cost, easy-configure signal conditioning for temperature loops.
• Movicon SCADA Software (Progea) Progea Movicon SCADA software for HMI panels, panel PCs, and operator control centers, with XML-Inside technology, vector graphics, OPC, SQL/ODBC, and web services. Over 100,000 installed applications worldwide. Standel pre-installs or options Movicon 11.6 on its touch panel PCs as the software layer for process visualization.
• zenon SCADA Software (COPA-DATA) COPA-DATA zenon SCADA software offered as the second visualization option in Standel's portfolio, complementing the Progea Movicon line. Used for process control, energy management, and industrial automation visualization in customer projects.

Quantifiable outcome

• 33 years of experience in industrial automation engineering solutions
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and moderate.

• YaskawacoreChannel Partner/ Reseller/ DistributorStandel AS is a distributor of Yaskawa industrial automation products including GA500 and GA700 frequency converters, Sigma 7 servo drives, and Yaskawa HMI panels and PLCs. Yaskawa is a Japanese manufacturer with over 100 years of motor control experience, providing Standel's frequency converter and servo drive portfolio.
• NivelcocoreChannel Partner/ Reseller/ DistributorStandel AS distributes Nivelco level sensors, radar sensors, ultrasonic sensors, capacitive sensors, hydrostatic sensors, and magnetostrictive sensors. Nivelco is a Hungarian manufacturer with over 40 years of experience in level measurement technology. Standel provides Nivelco training programs for customers.
• ContrinexcoreChannel Partner/ Reseller/ DistributorContrinex is a Swiss company and world technology leader in inductive sensors, with over 40 years of experience, four manufacturing plants, and presence in more than 60 countries. Standel distributes Contrinex inductive sensors including standard, miniature, extreme, extra-pressure, high-pressure, high-temperature, washable, analog output, and welding-safe variants.
• VIPA (now Yaskawa VIPA)coreChannel Partner/ Reseller/ DistributorStandel distributes VIPA PLCs including the SLIO modular system, MICRO compact PLCs, and 300S+ series. VIPA is now part of Yaskawa and uses proprietary SPEED7 technology. Products include CPUs, digital and analog I/O modules, power supplies, and programming software (SPEED7 Studio).
• KüblercoreChannel Partner/ Reseller/ DistributorStandel distributes Kübler encoders including incremental, absolute, and linear encoders. Kübler's portfolio includes 19 shaft encoder series, 20 hollow shaft series, 4 bearingless series, 17 single-turn absolute series, multiple multi-turn series, and 14 draw-wire linear encoder series. Kübler emphasizes innovation, flexibility, and partnership in its values.
• SensopartcoreChannel Partner/ Reseller/ DistributorStandel distributes Sensopart vision sensors and cameras including VISOR Allround, Object Sensor, Color, Code Reader, Robotic, Solar Sensor, and the freely programmable Eyesight Vision-System. Products range from plug-and-play standard cameras to fully configurable vision systems for complex industrial automation tasks.
• PixsysmoderateChannel Partner/ Reseller/ DistributorStandel distributes Pixsys Blue Line temperature and process regulators including the ATR444 series. Pixsys products feature smartphone NFC configuration via MyPixsys App and USB configuration via MyPixsysLab software.
• ATMImoderateChannel Partner/ Reseller/ DistributorATMI is a French manufacturer of float switches and tilting switches based near Paris. Standel is the direct factory representative for ATMI in Estonia, offering all factory products including unique float switches for liquids and tilting switches for bulk materials.
• ZiehlmoderateChannel Partner/ Reseller/ DistributorStandel distributes Ziehl monitoring relays including the TR800Web web-based monitoring relay with 8 universal measurement inputs, browser-based configuration, and alarm relay outputs for temperature and process monitoring applications.
• COPA-DATA (zenon)moderateChannel Partner/ Reseller/ DistributorStandel offers zenon SCADA software from Austrian manufacturer COPA-DATA as part of their visualization and process control portfolio, complementing Progea's Movicon SCADA offering.
• Progea (Movicon)moderateChannel Partner/ Reseller/ DistributorStandel offers Progea's Movicon SCADA software as part of their visualization solutions portfolio. Movicon is one of the most widely used SCADA software platforms globally for HMI panels, computers, and operator control centers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Distrelec: European industrial components distributor with strong Nordic/Baltic presence. Sells PLCs, sensors, drives, and HMIs from many of the same manufacturers as Standel, including online pricing transparency.
• Endress+Hauser: Global process automation and level/flow measurement specialist with direct sales and service in Estonia. Competes with Standel's Nivelco portfolio in level measurement and competes in process instrumentation broadly.
• Beckhoff Automation: German PC-based automation specialist (PLCs, drives, I/O) with direct sales in the Baltics. Competes with Standel's VIPA/Yaskawa PLC portfolio in higher-end machine automation projects.
• Farnell / element14: Global electronics and industrial automation distributor carrying many of the same component brands as Standel. Competes on broad catalog availability and next-day delivery to Estonian customers.
• Phoenix Contact: Global industrial automation, connection, and interface specialist with direct presence across the Baltics. Competes with Standel's PLC, HMI, and connectivity components portfolio.
• RS Components: Global industrial components and automation distributor carrying PLCs, sensors, drives, and HMIs from hundreds of brands. Competes with Standel on price, breadth, and delivery speed across Estonia via cross-border e-commerce.

Emerging players

• ifm electronic: German sensor and connectivity specialist with strong direct presence in the Baltics. Competes with Standel's Contrinex inductive sensor offering and increasingly with IO-Link-based sensor solutions.

Direct peers

• Sensor Partners: European specialist sensor distributor with broad sensor portfolio and application engineering support. Comparable niche focus on industrial sensors with value-added technical consulting for industrial customers.
• Ependion: Nordic industrial automation distributor (formerly Beijer Tech's automation business) operating in Sweden, Norway, Denmark, Finland, and the Baltics. Directly comparable multi-brand automation distribution model with engineering services.
• OEM Automatic: Nordic industrial automation components distributor headquartered in Sweden, with operations across the Nordics and Baltics. Highly comparable business model: multi-brand authorized distribution of sensors, motors, drives, and PLCs combined with technical support and training.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance6 records

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 Standel