RS signs deal to distribute B&R automation products
8 July 2025 
Image: B&R/Thomas Oberascher
B&R, ABB’s machine automation division, has entered into a strategic agreement with the global distribution giant RS to distribute B&R’s products via its online and offline channels. B&R says the deal marks a significant milestone in expanding access to its automation technologies, initially across major European markets, with progressive expansion to other regions.
RS will make a range of B&R automation products available through its channels, where customers will be able to browse and order the products, with delivery via RS’s logistics infrastructure. The partnership also brings full order traceability, allowing customers to track their purchases from checkout to delivery.
B&R’s chief sales officer, Susana Gonzalez, says: “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.”
Gonzalez joined B&R earlier this year after previously being president of Rockwell Automation in the EMEA region for more than five years.
The collaboration between RS and B&R reinforces RS Group’s existing relationship with ABB and expands its footprint in the industrial automation sector. “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,” says Pete Malpas, RS’s president for the EMEA region.
B&R Industrial Automation: X LinkedIn
RS Group: LinkedIn
