The newly formed (Milwaukee) website at is the result of a new, aggressive e-commerce strategy backed by Rockwell Automation and what it says is the largest distribution network in the industry. Its goal is to launch the broadest array of suppliers and distributors of electrical products at one Internet location. At its onset, it expects to use over 500 North American distributor locations as the core of its network to provide superior local service and delivery to customers seeking integrated supply and e-commerce arrangements for all electronic products. will be built on top of a $7 billion existing network that now serves more than 100,000 North American customers. In addition, will have the ability to address the balance of the $70 billion total electrical market.

"The establishment by Rockwell Automation and its distributors of represents the first major step toward evolving traditional industrial channels of distribution," said Frank Lynn, president of Frank Lynn & Assoc., Inc. "By combining efficient IT and logistics systems and technical support from local distributors, will enable endusers to use this e-commerce channel without giving up the local distributor support they need."