Accelerating Access to Automation Technology for Machine Builders Across Europe
B&R, the Machine Automation Division of ABB, has entered into a strategic distribution agreement with RS, a leading global provider of product and service solutions for industrial customers. This new partnership marks a major step forward in making B&R’s advanced automation technologies more accessible to machine builders and system integrators across Europe. Through RS’s expansive online and offline channels, customers will now benefit from faster, more streamlined access to B&R’s comprehensive product range, supported by expert service and logistics.
The collaboration between B&R and RS is designed to eliminate traditional barriers in the procurement and deployment of automation solutions. By leveraging RS’s digital capabilities and regional logistics infrastructure, the partnership aims to simplify the way industrial businesses source, purchase, and integrate automation components. From initial search to final delivery, customers will experience an end-to-end process that is both efficient and transparent.
“This partnership with RS is key and complements our customer-focused servicing model,” said Susana Gonzalez, Chief Sales Officer at ABB Machine Automation (B&R). “We are making it easier than ever for machine builders and integrators to access B&R technology by working with one of the most reputable and digitally advanced distributors in the B2B market—ensuring streamlined procurement processes and first-class service.”
Initially, the cooperation will focus on key European markets, with plans for a phased rollout into additional countries in the near future. Through RS’s established e-commerce platform and its dedicated offline support teams, industrial customers will be able to browse a wide selection of B&R’s automation products—ranging from control systems and I/O modules to HMI devices and industrial PCs. RS’s user-friendly online platform also enables simplified ordering and full order traceability, giving customers visibility over their purchases every step of the way.
One of the most significant benefits of this partnership lies in the combination of B&R’s state-of-the-art automation technologies with RS’s customer-centric approach to distribution. RS has a longstanding reputation for delivering high levels of customer service, technical support, and logistical excellence. By offering B&R products through its extensive European network, RS is positioned to help engineers and industrial businesses improve productivity, accelerate innovation cycles, and reduce operational complexities.
“This collaboration deepens our engagement with ABB Group and, by bringing B&R’s advanced automation solutions to our customers across Europe, it strengthens our presence in the industrial automation space,” said Pete Malpas, President EMEA at RS. “We are committed to helping engineers and industrial businesses innovate faster by offering technical and application support whilst simplifying access to the world’s best technology. Our ability to combine products, services and digital solutions adds true value to our partnerships and to our customers across the region.”
The partnership also serves to reinforce RS Group’s existing strategic relationship with the wider ABB Group. ABB and RS have collaborated on multiple initiatives over the years, and this latest development marks a natural progression in their shared mission to drive industrial transformation through technology. By integrating B&R’s automation portfolio into RS’s already diverse catalog of industrial components and systems, the two companies aim to set a new standard in accessibility, reliability, and customer satisfaction.
Furthermore, RS’s investment in digital innovation and supply chain optimization ensures that customers will experience minimal downtime and maximum responsiveness. Whether operating a small production facility or managing a large-scale manufacturing plant, machine builders and automation professionals will benefit from the convenience of sourcing critical components from a single, trusted partner.
both B&R and RS are committed to expanding this offering beyond Europe, bringing the benefits of advanced automation and simplified procurement to a wider global audience. As industries continue to digitalize and modernize their operations, the availability of best-in-class automation technologies—delivered through fast, reliable, and scalable channels—will be more important than ever.
With this strategic partnership, B&R and RS are not only enhancing how automation products are distributed but also shaping the future of industrial innovation.