Grosel Industrial Sales

What Grosel Industrial Sales does

Grosel Industrial Sales is a privately held, family-owned manufacturer's representative founded in 1969 by Ed Grosel in Cleveland, Ohio, now headquartered in Willoughby, Ohio. The company represents a portfolio of industrial OEMs serving web handling, converting, and continuous processing manufacturers, providing technical sales representation, application engineering, and solution integration across components including slitting systems (Dienes), corona and plasma treating equipment (Vetaphone), tension controls (Montalvo), web guiding systems (Coast Controls), converting rollers (Applied Roller Technology), strobe lights (Unilux), plastic recycling systems (Pure Loop), and gauging/dimensioning solutions (Quad Plus, FMS).

The business operates a manufacturer's representative model, earning commissions on equipment sales from its principals and offering aftermarket consumables and replacement parts (blades, knife holders, friction pads). Grosel also provides integration, installation coordination, PLC and drive upgrades, and turnkey automation services through its in-house GIS Controls line and partners such as Teknikor. Pricing is quote-based for core representation work, with selected distributed products (MAGPOWR) available through an online storefront with published pricing. Customers include flexible PVC, film, nonwovens, packaging, tire, cable, paper, and narrow web converters across seven U.S. states (Ohio, Kentucky, Indiana, Michigan, plus expansion territory North Carolina, South Carolina, Georgia).

The company is now in its third generation of family leadership under President Dean Grosel, maintaining a philosophy of consultative problem-solving, systems-based diagnostics, and long-term customer relationships evidenced by 40+ year engagements. The firm employs between 1 and 10 people and operates without institutional funding or external capital.

Name

Grosel Industrial Sales

Legal name

Grosel Industrial Sales, Inc.

Website

https://grosel.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

1–10 employees

Short description

Grosel Industrial Sales is a family-owned manufacturer's representative (founded 1969) selling and integrating web handling, tension control, corona treating, slitting, and converting equipment from a portfolio of patented principals to manufacturing customers across the Midwest and Southeast US.

Ownership category

akta.pro rank

Headquarters

HQ city

Willoughby

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Manufacturer's Representative Commissions: Grosel earns commissions from its principal manufacturers for sales of components and equipment. The company represents top-name companies in the web handling and converting industry, providing technical sales expertise in exchange for revenue share on completed sales. Principals include Dienes, Vetaphone, Montalvo, Coast Controls, Applied Roller Technology, Unilux, Pure Loop, MAGPOWR, Quad Plus, and Teknikor.
2. Aftermarket Components and Consumables: Sale of replacement parts, blades, consumables, and accessories for equipment sold by principals. This includes slitting blades, knife holders, friction pads, adhesives, and other wear items that require ongoing replacement.
3. Technical Integration and Service Support: Provides engineering support, installation coordination, start-up services, and technical consultation as part of the sales process. While primarily a sales representative, Grosel also coordinates mechanical/electrical installation, plant layout, and turnkey solutions through integration partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Grosel Industrial Sales is a manufacturer's representative agency founded in 1969 that sells web handling and converting equipment on behalf of premium principals to manufacturing clients. The company provides technical sales, engineering support, and aftermarket services for products including slitting equipment, corona treaters, tension controls, web guides, rollers, and chill rolls across industries such as packaging, paper, plastics, film, foil, nonwovens, tire and rubber, cable and wire, and printing.

Product overview

Grosel Industrial Sales is a manufacturer's representative company established in 1969, specializing in web handling and converting equipment solutions. The company operates a platform-based approach, offering a comprehensive portfolio of complementary products and services organized around core equipment categories: slitting components (Dienes), corona treating systems (Vetaphone), tension controls (Montalvo), converting rollers (Applied Roller Technology), web guiding equipment (Coast Controls), strobe lights (Unilux), and plastic recycling systems (Pure Loop). These are supplemented by distributed MAGPOWR tension control products, custom web handling machinery, automation and integration services (GIS Controls), and strategic partner services (Teknikor, Quad Plus, Compass Systems). The company also offers on-site gauging systems and installation/integration services, enabling them to provide turnkey solutions for continuous processing applications across multiple industries.

Differentiator

Problem solved

Functional benefit

Products and services

• Manufacturer's Representation Services
• Dienes Slitting Equipment

Quantifiable outcome

• Vetaphone corona treating units last up to 5x longer than cheaper alternatives according to a Vetaphone OEM customer.
• +1 more outcomes

Named customers1 record

Segments8 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core, secondary and minor.

• Dienes CorporationcoreTechnology or IntegrationDienes is the world's leading precision provider of industrial knives, knife holders, and slitting systems with over 100 years of experience. Grosel represents Dienes products including shear/score/razor knife holders, circular knives, air shafts, safety chucks, and slitting positioning systems. Dienes has nearly 500 employees globally and many patents in slitting technology. Grosel carries Dienes as a core principal partner for slitting components.
• VetaphonecoreTechnology or IntegrationVetaphone is the leading manufacturer of corona and plasma treatment systems, founded in 1951 by Verner Eisby, the inventor of corona treatment. Headquartered in Kolding, Denmark. Grosel represents Vetaphone's corona treating equipment for extrusion, coating, and converting applications. Vetaphone holds the only patented closed-loop generator in the industry. Grosel has represented Vetaphone for narrow web corona treating and considers them a core principal partner.
• Montalvo CorporationcoreTechnology or IntegrationMontalvo is a leading manufacturer of web tension control equipment including load cells, tension controllers, brakes, clutches, safety chucks, and core chucks. Founded in 1970 by Edwin J. Montalvo Sr. who revolutionized tension control with air-cooled brakes and clutches. Grosel is the exclusive representative for Montalvo in Ohio, Kentucky, and Indiana. Montalvo manufactures in the USA and provides the Vanguard closed-loop tension control system.
• Coast ControlscoreTechnology or IntegrationCoast Controls specializes in precision rollers and guide frames for web guiding. Founded in 1992 by Doug and Bill Fife, sons of Irwin Fife who founded Fife Manufacturing in 1939. Coast Controls holds the patent on the All-Air control system (operating on low air pressure only) and recently added an electromechanical control system. Grosel is the exclusive representative for Coast Controls in Ohio, Kentucky, and Indiana.
• Applied Roller TechnologysecondaryTechnology or IntegrationApplied Roller Technology specializes in bowed rollers and converting rollers for web guiding applications. Grosel represents Applied Roller Technology for idler, nip, chill, chrome, anvil, and bowed rollers. The company has perfected the bowed roller as its sole product.
• UniluxsecondaryTechnology or IntegrationUnilux is the world's leading provider of strobe lights, mounted strobes, UV strobes, and print monitoring systems. Headquartered in the US with over 55 years in converting, paper, printing, and film. Unilux has the largest R&D department in the industry, with some light systems still in use after 20 years. Unilux received a technical achievement award from the Academy of Arts and Sciences for its H3000 lighting system.
• Pure Loop (EREMA Group)secondaryTechnology or IntegrationPure Loop is the sister company of EREMA, the global market leader in plastic recycling systems. Pure Loop specializes in highly efficient recycling of clean production waste using shredder-extruder technology. The ISEC evo machine features an integrated shredder-extruder design that transforms production waste into high-quality recycled plastic pellets. Grosel represents Pure Loop plastic recycling equipment.
• MAGPOWRsecondaryChannel Partner/ Reseller/ DistributorMAGPOWR (Maxcess/MAGPOWR) manufactures magnetic particle brakes and clutches, tension controls, sensors, and amplifiers. Grosel distributes MAGPOWR products through its online shop including models such as SPYDER-PLUS, CYGNUS, VTC, and various magnetic particle brake and clutch units. Products have public pricing on Grosel's website.
• Quad PlussecondaryTechnology or IntegrationQuad Plus provides on-line gauging systems, new sensor technologies, closed loop controls, and terahertz sensors. Grosel partners with Quad Plus for gauging systems that deliver both readouts and full control capabilities, including innovative non-nuclear technology for accurate measurement of basis weight and density.
• TeknikorsecondaryImplementation/ SI/ Consulting PartnerTeknikor has been a trusted solutions provider since 1966, specializing in electrical, mechanical, automation, millwright, precision alignment, and equipment design/build services. Grosel partners with Teknikor for plant layout and design, turnkey machine installations, plant relocation, and custom machine design and refurbishing. Teknikor is a second-generation privately held company.
• Mechanical Installation and Integration PartnersminorImplementation/ SI/ Consulting PartnerGrosel collaborates with top-tier companies specializing in upgrades, rigging, and installation services. These partners emphasize skilled personnel and premium resources to ensure every project is executed correctly, anticipating challenges proactively to minimize downtime.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/grosel-industrial-sales

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 Grosel Industrial Sales