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Brazilian Automation Supplier Novus Takes Aim at American Market

With a year-old office in Florida, the company says U.S. sales are growing fast, and it is planning to expand its North American distributor base.

The TxPack temperature transmitter is one of the latest products from Novus.
The TxPack temperature transmitter is one of the latest products from Novus.

Novus Electronic Products Ltd. (, a Porto Alegre, Brazil-based producer of automation components, is making a push into the North American market. The company has had a presence for almost one year in the United States, where it is known as Novus Automation Inc., and has been posting solid levels of exports to North America. Building upon this success, the company foresees growing from its current eight distributors in North America to 50 by the end of 2010. “The proof of our products’ success can be proven by the fact that we are not just supplying for distributors, but we have also already reached such end-users as machine manufacturers,” said Aderbal Lima, Novus chief executive officer.

Novus Automation Inc. is located in Doral, Fla., with both an office and a warehouse from which shipments throughout the United States, Canada and Mexico are made. And, even in the global economic crisis, Novus posted growth of 100 percent in sales to the North American market in 2008 over 2007, the company says.

According to Lima, exports have reached 40 percent of its production volume and are growing every year. “We invest close to 10 percent of our revenue in R&D (research and development) and in new products creation.”

SMT boosts output

Novus has just installed a new Surface Mount Technology (SMT) production line in Brazil with four times more capacity than the previous one, which will allow to the company increase production in 2009 while also reducing costs by 20 percent.

Novus is present in 50 countries with 130 distributors out of Brazil and is a leader in single-loop process controller production in Latin America. “We produce more than 10,000 products a month and we are the only manufacturer in that market to supply controllers with a self-adaptive PID (proportional integral derivative) algorithm that constantly monitors the process and improves performance, readjusting the PID parameters,” Lima said.

The most successful export product for the company is the programmable temperature transmitter line, configurable for universal serial bus (USB), in DIN-rail mount and hockey-puck versions. “Those products are so versatile and extremely competitive that they are successful even in Taiwan and China,” said Lima.

One of the company’s latest releases is the temperature transmitter TxPack that was presented in April at the Hannover Fair, in Germany.

All Novus products are certificated CE, UL/CSA and RoHS, among others.

About the author

Sílvia Pereira,, is a freelance journalist based in Brazil.

Novus Electronic Products Ltd.

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