Mercer Rpm, Inc.

What Mercer Rpm, Inc. does

Mercer RPM, Inc. is a privately held manufacturer's representative (sales agency) firm incorporated in Wisconsin and headquartered in Pewaukee, WI, with additional sales offices in Chicago, IL, Evansville, IN, and Cincinnati, OH. Founded circa 2020, the firm represents approximately 11 industrial component manufacturers — including Reuland Electric, T-T Electric, Hyundai Electric, Tatung, Benshaw, Bonitron, Trans-Coil International, Dynapar, HBC Radiomatic, Frizlen, and J.R. Merritt — and sells their products into industrial OEM and MRO end-markets across the Upper Midwest and Great Lakes Region, organized into four geographic territories (WI/MN/Upper MI, Northern IL, Southern IL/IN/MI, and Ohio/Kentucky). Mercer RPM does not manufacture or hold proprietary technology; its core offering is technical sales representation, supported by an application engineer and a dedicated marketing function alongside outside and inside sales representatives.

The firm's product portfolio covers electric motors (specialty, NEMA, IEC, high-horsepower AC/DC, induction machines up to 13.8 kV), VFD and motor control accessories (drives, line/load reactors, harmonic filters, dv/dt and sine wave filters, braking resistors), motion feedback (incremental/absolute encoders, resolvers, hazardous-area encoders), and crane and hoist components (radio controls, operator chair systems, joysticks, custom controls). These products serve OEM customers building equipment for power generation, water/wastewater, oil and gas, pulp and paper, material handling, mining, marine, and other heavy-industrial applications, as well as MRO customers sourcing replacement components.

Mercer RPM generates revenue through sales commissions paid by its manufacturer principals on orders it generates; it does not take title to inventory, does not set end-user pricing, and ships products directly from manufacturers to end customers. The firm employs approximately 10 people, including principals, outside sales representatives covering each territory, inside sales support, an application engineer, a technical sales specialist, a marketing specialist, and an HR function. Its marketing channels are a content website with territory-specific line cards, a LinkedIn presence, and quarterly email newsletters. The company is privately held with no disclosed funding rounds or revenue figures.

Name

Mercer Rpm, Inc.

Legal name

Mercer RPM, Inc.

Website

https://mercerrpm.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Mercer RPM, Inc. is a privately held manufacturer's representative firm headquartered in Pewaukee, Wisconsin, that sells industrial electrical and automation products from approximately 11 manufacturer principals to industrial OEM and MRO customers across the Upper Midwest and Great Lakes Region.

Ownership category

akta.pro rank

Product category

Industrial Manufacturer's Representation

NAICS

Wholesale Trade Agents and Brokers (425)

SIC

Wholesale-Industrial Machinery & Equipment (5084)

akta.pro primary industry

Sourcing Support & RFx Administration (RFI/RFP/RFQ) (BPAAAJAC)

Keywords

• Manufacturer representative services
• Industrial OEM sales
• Electric motors distribution
• VFD and automation controls
• Industrial MRO supply

Headquarters

HQ city

Pewaukee

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Manufacturer's Representative Commissions: Mercer RPM generates revenue through commissions from its manufacturer partners (principals) for sales of industrial products in the Upper Midwest and Great Lakes Region. As a representative firm, they act as the sales force for manufacturers, earning commissions on successful sales to OEM and MRO customers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Mercer RPM, Inc. is a manufacturer's representative firm that acts as an outsourced sales force for industrial product manufacturers, representing 10+ principal brands in the Upper Midwest and Great Lakes Region. The firm facilitates sales of electric motors, VFD accessories, automation controls, encoders, brakes, and crane components to industrial OEM and MRO customers, earning commissions on successful transactions. The company does not hold inventory and does not develop its own products, instead channeling orders from customers to its manufacturer partners for direct fulfillment.

Product overview

Mercer RPM, Inc. is a premier manufacturer's representative firm serving the Upper Midwest & Great Lakes Region in the industrial OEM and MRO marketplace. The company represents multiple brand principals offering complementary industrial products: electric motors (Reuland Electric, T-T Electric, Hyundai Electric, Tatung), motion control and automation (Benshaw, Frizlen, Dynapar encoders), VFD accessories (Trans-Coil International, Bonitron), and crane components (HBC Radiomatic radio controls, J.R. Merritt operator controls). These products collectively serve industrial applications including manufacturing, material handling, power generation, water/wastewater, oil & gas, and crane/hoist operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Manufacturer's Sales Representation Services

Named customers1 record

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core.

• BonitroncoreChannel Partner/ Reseller/ Distributor · 1 July 2020Bonitron provides solutions for AC drives including overvoltage, undervoltage, common bus, power quality, and line regeneration products. Mercer RPM represents Bonitron across all their territories (Wisconsin, Illinois, and expanded regions). Bonitron's UPDs on AC Drives were used to control air handler fan speed in pharmaceutical and medical research labs during COVID-19 research.
• Reuland ElectriccoreChannel Partner/ Reseller/ DistributorReuland Electric offers specialty motors including elevator flange & foot mounts, crane & hoist solutions, Navy-MIL solutions, marine solutions, nuclear solutions, brakes and couplings, high speed and partial motors, synchronous/PM AC motors, inverter and vector duty motors, and custom designs.
• T-T ElectriccoreChannel Partner/ Reseller/ DistributorT-T Electric offers DC & AC Square Frame motors up to 3000 hp, DC mill duty motors, NEMA & IEC designs, ATEX motors, full stock of IEC motors in IE2 and IE3 efficiency levels, motors with IP23 and IP55 ratings, and low inertia high performance designs.
• Hyundai ElectriccoreChannel Partner/ Reseller/ DistributorHyundai Electric offers induction machines (2300-13.8kV), 'Drop-In' replacements or retrofits, and solutions for power generation, water & wastewater, oil & gas, and pulp & paper industries. Hyundai Electric helped 'electrify' the City of Chicago's Department of Water Management.
• TatungcoreChannel Partner/ Reseller/ DistributorTatung offers low voltage NEMA frame motors, US inventory, NEMA premium efficiency, IEEE-841, Hollow and Solid Shaft Vertical Motors, Stainless Steel and Crusher Duty motors.
• BenshawcoreChannel Partner/ Reseller/ DistributorBenshaw offers solid state reduced voltage electric motor control, motor protection and variable frequency drives, as well as motor controls from 208V through 15kV with horsepower ranges from fractional to 60,000 hp.
• DynaparcoreChannel Partner/ Reseller/ DistributorDynapar provides industrial motion feedback solutions including incremental and absolute encoders, optical and magnetic technologies, heavy duty and hazardous area designs, explosion proof models, resolvers, and condition monitoring solutions for demanding industrial applications.
• Trans-Coil International (TCI)coreChannel Partner/ Reseller/ DistributorTCI offers line and load reactors, passive and active harmonic filters, dv/dt filters, and sine wave filters for VFD applications.
• HBC RadiomaticcoreChannel Partner/ Reseller/ DistributorHBC Radiomatic offers radio controls for industry including hand held controls, belly boxes, specialty and custom controls for overhead cranes, construction cranes, and solutions for material handling, mining, mobile equipment and conveyors.
• J.R. MerrittcoreChannel Partner/ Reseller/ DistributorJ.R. Merritt offers operator chair systems, joysticks and custom controls for crane and machine control applications, serving industries including agriculture, oil & gas, airport, ports, construction, railroad, forestry, road maintenance, lifts & booms, steel, marine, waste & recycling, mining, and wood & paper.
• FrizlencoreChannel Partner/ Reseller/ DistributorFrizlen offers flat and tubular resistors, IP54 and IP67 enclosed resistors, and wire round potentiometers for industrial applications.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Motion Industries: Major industrial parts distributor and subsidiary of Genuine Parts Company, distributing bearings, mechanical power transmission, electrical, and automation products. Overlaps with Mercer RPM on motors, drives, encoders, and MRO customers in the same Midwest industrial base.
• Rexel USA: Global electrical distribution business with US operations supplying electrical and automation products to industrial, commercial, and residential customers. Comparable product overlap (motors, VFDs, automation controls) and serves similar industrial OEM customers.
• Kaman Industrial Technologies: Industrial distributor of bearings, power transmission, electrical, and automation components serving OEM and MRO customers across the US. Similar go-to-market overlap with Mercer RPM, though it operates as an inventory-carrying distributor rather than a rep firm.
• BDI (Bearings & Drives Industrial): Industrial distributor of bearings, power transmission, electrical controls, and material handling products with significant Midwest and Great Lakes coverage. Directly comparable to Mercer RPM on motors, drives, encoders, and MRO/OEM customers in overlapping territories.
• Applied Industrial Technologies: Large publicly traded industrial distributor (NYSE: AIT) selling bearings, power transmission, motors, and MRO products across the US. Comparable to Mercer RPM because it serves the same industrial OEM and MRO customers, though as a distributor holding inventory rather than a commission-based manufacturer's rep.
• Wajax Corporation: Canadian industrial products distributor selling bearings, power transmission, fluid power, and material handling equipment to industrial customers. Comparable business model (industrial components distribution to OEM/MRO) though operating primarily in Canada.

Direct peers

• Weschler Electric & Supply: Industrial electrical distributor and manufacturer's representative based in Ohio, serving OEM and MRO customers across the Midwest with motors, controls, and automation products. Closest direct peer — same manufacturer's rep model, same regional Midwest footprint, same product categories.

Regional players

• Shermco Industries: Provider of electrical testing, maintenance, and repair services for industrial motors, generators, and switchgear, with a strong Midwest presence. Comparable in serving industrial MRO customers on motors and drives, though as a service provider rather than a manufacturer's representative.

Others

• Otter Tail Power Company (Industrial Solutions arm): Regional utility with industrial solutions offering related to power, motors, and electrical equipment in the Upper Midwest. Adjacent ecosystem participant serving similar industrial customer base but in a different functional role.

Emerging players

• AutomationDirect: Direct-to-customer online supplier of industrial automation products including motors, drives, sensors, and controls. Represents the digital procurement channel that competes with traditional rep firms for the same industrial OEM/MRO buyer, though it sells direct rather than through reps.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mercer-rpm-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Mercer Rpm, Inc.