ETRA d.o.o.

What ETRA d.o.o. does

ETRA d.o.o. is a privately held, family-owned Slovenian industrial automation company founded in 1994 and headquartered in Celje (Bukovžlak 101, 3000 Celje), with a workforce of 70+ employees. It designs, manufactures, and integrates turnkey intelligent production systems (IPS) for industrial manufacturers, combining industrial robotics (ABB, KUKA, FANUC), Siemens-based control and monitoring, machine vision, mechanical engineering, and digitization/Industry 4.0 capabilities. Its core product portfolio spans process-technological lines (palletizing, depalletizing, packaging, wrapping, dosing, weighing, handling), special robotic cells for assembly/testing/control, dedicated custom machines (punching, gluing, welding, bending, flying saws), and supporting software modules including control/monitoring systems, computer vision systems, robot applications, and bespoke software. Underlying technology is delivered through four service pillars — Manufacture, Customize, Consult, Maintain — and supported by ISO 9001 and ISO 14001:2015 certifications.

The company's business model is project-based, consultative, and sales-led: revenue is generated through quote-priced, custom-engineered turnkey engagements with industrial customers, supplemented by recurring 24/7 predictive and curative maintenance services (including certified TEDOM cogeneration maintenance), propulsion/drive consulting, crane-control retrofits, and Industry 4.0 digitalization services. Go-to-market combines enterprise field sales with channel-enabled delivery via certified partnerships with Siemens (since 2001), ABB, KUKA, FANUC, and TEDOM. Customer concentration is domestic Slovenian (notably SMB beverage references such as Fontana piva Žalec, Fontana Izvir cvička Šmarješke Toplice, and Fontana vin Vodole), with broader industrial manufacturer and process/beverage verticals served. ETRA also operates an R&D roadmap — most visibly the EU co-financed SEAEN smart modular wave-energy converter project (Nov 2023–Oct 2025, €571,509 budget) co-developed with Primum d.o.o., targeting TRL 9 and supported by patents P-201900226 and P-202100114 plus a pending buoy-hydrodynamics filing.

Name

ETRA d.o.o.

Legal name

ETRA d.o.o.

Website

https://etra.si

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

ETRA d.o.o. is a Slovenian family-owned industrial automation company (founded 1994, 70+ employees) that designs, builds, and integrates turnkey intelligent production systems combining robotics, Siemens-based controls, vision, and mechanical engineering for industrial manufacturers, with recurring maintenance services and EU-funded wave-energy R&D.

Ownership category

akta.pro rank

Product category

Industrial Automation & Robotics Integration

NAICS

Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Electrical Equipment, Appliance, and Component Manufacturing (335)

SIC

Industrial Instruments For Measurement, Display, And Control (3823), Services-Computer Integrated Systems Design (7373), Special Industry Machinery, Nec (3559)

akta.pro primary industry

Industrial Automation Software (SCADA, HMI, MES, Historian) (IMAHAHAJ)

akta.pro secondary industries

Instrumentation, Controls & Automation Engineering Consulting (BPAHAIAM), Electrical Controls, PLC & Industrial Automation (EDAOABAE)

Keywords

• Industrial automation systems
• Robotics integration services
• Intelligent production systems
• Machine vision control
• Industrial maintenance services

Headquarters

HQ city

Dramlje

HQ country

Slovenia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Turnkey Production System Projects: Large, custom-engineered intelligent production line projects delivered to industrial customers. One-time, project-based revenue tied to scope, design, and integration milestones.
2. Robotics and Automation Integration: Integration services for ABB, KUKA, and FANUC robotic cells as part of customer production environments. Project-based revenue with hardware pass-through.
3. TEDOM Cogeneration Maintenance: Certified maintenance services for TEDOM cogeneration units, providing recurring service revenue.
4. Mechanical Engineering and Digitization Services: Mechanical engineering, digitization, and Industry 4.0 consulting/implementation services for industrial clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels2 records

Core offering

ETRA d.o.o. designs, engineers, manufactures, integrates and maintains turnkey intelligent production systems (IPS) for industrial customers. Its portfolio combines industrial robotics from certified partners (ABB, KUKA, FANUC), automation control and monitoring systems, machine vision, mechanical engineering, and Industry 4.0 digitalization, delivered as bespoke process technological lines, robotic cells and dedicated production machines with 24/7 predictive and curative maintenance services.

Product overview

ETRA d.o.o. delivers a portfolio of bespoke intelligent production systems (IPS) rather than a single packaged product: a turnkey engineering offering that combines four service pillars — MANUFACTURE (Izdelujemo), CUSTOMIZATION (Prilagajamo), CONSULTING (Svetujemo) and MAINTENANCE (Vzdržujemo). The product portfolio comprises (a) Process Technological Lines that include Packaging and Palletizing Systems, (b) Special Robotic Cells for assembly, manipulation, testing, and control, and (c) Dedicated Production Machines (punching, gluing, welding, bending, flying saws, etc.), all built on industrial robots from certified partners ABB, KUKA, and FANUC. Underpinning these are software modules: Control and Monitoring Systems (developed with Siemens Automation), Computer Vision Control Systems, Robot Applications, and Custom Software Applications, supported by Industrial Electronics, Propulsion / Drive Technique, Remote Crane Control, and TEDOM Cogeneration Maintenance services. ETRA's R&D roadmap includes the SEAEN smart modular wave-energy converter (TRL 9 target by 10/2025, EU co-financed). All offerings are quality-managed under ISO 9001 and ISO 14001:2015 and delivered as integrated turnkey solutions from design (3D models, simulation) through assembly, on-site installation, and 24/7 predictive and curative maintenance.

Differentiator

Problem solved

Functional benefit

Brands

• SEAEN: Innovative wave-energy converter ("SEA ENergy") for off-grid and on-grid electricity generation from wave energy, developed by ETRA d.o.o. with partner Primum d.o.o.

Products and services

• Process Technological Lines Turnkey engineered process-technological lines covering palletizing, depalletizing, logistics, wrapping, packaging, dosing, weighing and handling subsystems, designed and built to customer requirements for industrial manufacturers.
• Packaging and Palletizing Systems Automated palletizing and depalletizing systems built on industrial robots (ABB, KUKA, FANUC) with own-developed grippers, including weighing, alignment, covering, transport, wrapping and labelling subsystems.
• Special Robotic Cells Dedicated robotic cells that perform complex assembly, manipulation, testing and control processes for industrial manufacturers.
• Dedicated Production Machines Custom and unique machines built to client specifications, including punching, gluing and welding cells, bending machines, flying saws, and similar dedicated equipment.
• Control and Monitoring Systems Control and monitoring applications for production automation, developed in-house and within the Siemens Automation partnership, enabling online monitoring and analytical management of production.
• Machine Vision Control Systems Machine vision (computer vision) control systems that detect, recognize and control elements or perform final product inspection in production environments.
• Industrial Electronics Maintenance Services 24/7 predictive and curative maintenance of industrial electronics systems or specific subsystems, part of ETRA's overall maintenance services for installed production lines.
• TEDOM Cogeneration Maintenance Services Certified maintenance services for TEDOM cogeneration units, provided under ETRA's certified TEDOM partner and maintainer status.
• Propulsion / Drive Technique Consulting Consulting, design and project execution of drive and control techniques from various manufacturers, selected based on environment, power and accuracy requirements of the application.
• Remote Crane Control Retrofits Upgrades and retrofits for cranes and machines including construction cranes, bridge cranes, freight cranes, industrial cranes, concrete mixers, pumps, concrete conveyor belts and car cranes to enable remote operation.
• Digitalization & Industry 4.0 Services Digitalization of production including retrofitting of existing lines, online production monitoring and analytical production management, positioning customer factories toward Industry 4.0.
• High-Bay Warehousing Systems Automated high-bay warehouse solutions delivered as part of ETRA's turnkey project portfolio for industrial customers.

Quantifiable outcome

• 571,509 € budget secured for the SEAEN wave energy converter R&D project (EU/NextGenerationEU + Republic of Slovenia co-funding).
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability7 records

Feature4 records

Partnerships

Six partnerships are on record, tiered flagship and core.

• SiemensflagshipTechnology or Integration · 1 January 2001Certified Siemens Solution Partner since 2001. Provides the foundation technology stack for ETRA's automation and intelligent production system offerings.
• ABBcoreTechnology or IntegrationCertified ABB robotics partner enabling ETRA to integrate ABB industrial robots into customer production lines.
• KUKAcoreTechnology or IntegrationCertified KUKA robotics partner enabling ETRA to integrate KUKA industrial robots into customer production lines.
• FANUCcoreTechnology or IntegrationCertified FANUC robotics partner enabling ETRA to integrate FANUC industrial robots into customer production lines.
• TEDOMcoreStrategic or Co-development PartnerCertified TEDOM partner and certified maintainer of TEDOM cogeneration units, providing ongoing service revenue and energy-sector reach.
• Primum d.o.o.flagshipStrategic or Co-development PartnerProject partner for the SEAEN wave energy converter initiative. Co-develops the underlying technology; associated patents include P-201900226 and P-202100114.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ATS Corporation: Canadian-listed global automation systems integrator delivering custom factory automation, robotics integration, and post-sale service — directly comparable to ETRA's turnkey intelligent production systems but at vastly greater scale and geographic reach.
• FFT (EDAG Group): German systems integrator specializing in body-in-white and automated production lines for automotive and industrial customers — same turnkey project-based SI model as ETRA but focused on large auto OEMs.
• ABB Robotics: One of ETRA's certified OEM partners, but also a direct competitor when ABB sells its own robotic cells and SI services — represents the incumbent platform owner that can disintermediate independent integrators like ETRA.
• Siemens Digital Industries: ETRA's flagship certified partner (since 2001) supplying the underlying automation platform, but also a competitor via its own direct SI services and Digital Industries portfolio — a broad incumbent with overlapping capabilities.

Direct peers

• HAHN Automation: German mid-market automation systems integrator (now part of HAHN Group) building turnkey assembly, robotics, and test systems for industrial customers — directly comparable business model and customer profile to ETRA.
• Teamtechnik: German mid-market systems integrator for assembly and testing automation, particularly for automotive and medical devices — directly comparable turnkey SI business model to ETRA's custom intelligent production systems.
• Concept Systems Inc. US independent robotics systems integrator certified across multiple OEM platforms (FANUC, ABB, KUKA) — directly comparable multi-vendor integrator model to ETRA, though serving North American customers.
• Acieta: US Midwest robotics and automation systems integrator delivering custom cells and turnkey production lines for industrial manufacturers — directly comparable business model of custom robotic integration projects plus recurring service.
• Burkle (Bürkle): German mid-market systems integrator for surface finishing, printed electronics, and industrial automation — directly comparable custom-engineered turnkey SI profile for SME industrial customers.

Regional players

• Robotics & Automation Group (Iskra Mehanizmi): Slovenian-based mechatronics and automation manufacturer serving industrial customers with custom production equipment — a regional peer with overlapping capabilities and target geography in CEE.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

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 ETRA d.o.o.