What CELTIC SMR LIMITED does

Celtic SMR Limited is a UK-based distributor of veterinary and healthcare imaging and therapeutic equipment, operating from a registered office in Haverfordwest, Pembrokeshire and an engineering office in Poulton-le-Fylde, Lancashire. The company sells digital X-ray systems (including Amadeo and Leonardo DR product lines from OR Technology), diagnostic ultrasound (SonoScape), and Class IV therapeutic lasers (MLS Mphi, Mphi 75, M8, and M-Hi models from ASA Laser using patented dual-wavelength 808nm/905nm emission technology), alongside shockwave therapy, magnetotherapy, endoscopy, dental radiography, and supporting software (dicomPACS vet image management and ORCA Cloud DICOM sharing). The technical core rests on exclusive distribution partnerships with international manufacturers rather than proprietary hardware R&D, with in-house engineering providing installation, servicing, and CPD training as differentiators.

The company serves three primary vertical segments: small animal veterinary practices, equine veterinary practices (where mobile DR systems like the Leonardo DR Compact address field imaging needs), and human healthcare professionals including podiatrists, physiotherapists, osteopaths, sports injury specialists, and chiropractors using MLS Class IV lasers for pain management and rehabilitation. Revenue is generated through a mix of one-time equipment sales, multi-year finance packages (e.g., £499+VAT/month over 5 years for DR systems), recurring service and maintenance contracts, and professional services such as CPD courses and webinars. The go-to-market is direct sales-led, supported by trade show attendance (BSAVA Congress, Therapy Expo, LVS), digital content, and account manager-led relationship building.

Celtic SMR operates as a member of the OR Technology Group, a German digital X-ray manufacturer founded in 1991, and in October 2025 the parent group acquired Ireland-based VetEquip Ltd to consolidate UK and Ireland veterinary distribution under Celtic SMR's leadership. Founded in 1984 and merged into its current form in 2001, the business has supplied imaging equipment to UK and Ireland veterinary practices for over 40 years and now employs between 11 and 50 staff across its two offices.

Name

CELTIC SMR LIMITED

Legal name

Celtic SMR Limited

Website

https://celticsmr.co.uk

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Celtic SMR Limited is a UK-based distributor supplying digital X-ray, ultrasound, and Class IV therapeutic lasers to veterinary and healthcare practices across the UK and Ireland. The 40-year-old company is now part of the OR Technology Group.

Ownership category

akta.pro rank

Product category

Veterinary Imaging Equipment

NAICS

Veterinary Services (54194), Medical Equipment and Supplies Manufacturing (3391)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Veterinary Medical/Surgical Supply Wholesalers (HLAMAIAB)

akta.pro secondary industries

Surgical & Procedural Instruments (Scalpels, Forceps, Retractors) (HLAMAFAA), Imaging/Lab Integration & Results Management (PACS, LIS Connectivity, Reporting) (HLAMAGAK), Field Services, Mobile Imaging & On-Farm Procedures (HLAMABAK)

Keywords

• Veterinary imaging equipment
• Therapeutic laser systems
• Digital radiography systems
• Diagnostic ultrasound equipment
• Veterinary practice supplies

Headquarters

HQ city

Haverfordwest

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Medical Imaging Equipment Sales: One-time sales of diagnostic imaging equipment including digital X-ray systems (DR and CR), ultrasound scanners, and accessories for veterinary and healthcare practices.
2. Therapeutic Laser Equipment Sales: Sales of therapeutic laser systems including MLS Class IV lasers (Mphi, Mphi 75, M8, M-Hi models) and associated accessories for pain management and rehabilitation.
3. Service and Maintenance Contracts: Ongoing servicing, maintenance, and technical support for installed equipment. Dedicated engineering team provides servicing packages at customer convenience.
4. Training and CPD Courses: Continuing professional development courses and training programs for healthcare and veterinary professionals on imaging equipment usage and therapeutic techniques.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Celtic SMR distributes and supports diagnostic imaging equipment (digital X-ray, ultrasound, endoscopy, dental radiography) and therapeutic laser systems for veterinary practices and healthcare professionals across the UK and Ireland. The company operates as an authorized distributor for manufacturers including OR Technology, ASA Laser, and SonoScape, providing equipment sales, installation, training, ongoing servicing, and practice startup packages with financing options.

Product overview

Celtic SMR is a veterinary and healthcare imaging equipment supplier with over 40 years of experience. The company offers a comprehensive portfolio organized into two main divisions: Healthcare and Veterinary (further divided into Small Animal and Equine). Healthcare products include Digital X-ray, Diagnostic Ultrasound, MLS Class IV Therapeutic Laser systems (M8, Mphi 75, Mphi 75.5, M-Hi), Hilterapia, Magnetotherapy, and Medispec Shockwave. The veterinary division encompasses Digital X-ray equipment (including Amadeo systems and Leonardo DR systems), Ultrasound, Dental Radiography, Endoscopy, Class 4 Therapeutic Lasers, Generators, Tables and Accessories, and shockwave therapy devices (Radialpet for small animal, Vetspec for equine). Supporting software includes dicomPACS vet for image management and ORCA Medical Cloud for cloud-based image storage and sharing. The company also offers start-up packages for new practices and provides training, CPD courses, and servicing support.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital X-ray Equipment

Quantifiable outcome

• Over 500 OR Technology DR installations in veterinary clinics
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core, major and minor.

• OR Technology GroupcoreStrategic or Co-development Partner · 13 October 2025Celtic SMR joined the OR Technology Group, a leading provider of digital instant diagnostic imaging solutions. OR Technology, founded in 1991, is a major manufacturer of digital X-ray technology and image management systems. Celtic SMR operates as part of the OR Technology Group's European operations, distributing OR Technology products (Amadeo DR systems, dicomPACS, ORCA Cloud) in the UK and Ireland veterinary market.
• VetEquip LtdcoreStrategic or Co-development Partner · 13 October 2025OR Technology Group acquired VetEquip Ltd (based in Clane, County Kildare, Ireland, founded 2012). This partnership strengthens OR Technology Group's presence in the Irish market. Celtic SMR, as part of OR Technology Group, will benefit from combined capabilities to better serve veterinary customers across Ireland with local expertise and global resources.
• ASA LasercoreTechnology or IntegrationASA Laser is the manufacturer of MLS (Multiwave Locked System) Class IV therapeutic lasers including Mphi, M8, and M-Hi models. Celtic SMR distributes ASA Laser products throughout the UK and Ireland healthcare and veterinary markets. ASAcampus (association between ASA Laser and University of Florence) provides scientific research and clinical validation for the technology.
• SonoScapemajorChannel Partner/ Reseller/ DistributorSonoScape manufactures ultrasound scanners distributed by Celtic SMR. Products include portable and cart-based ultrasound systems suitable for veterinary small animal and equine practices. Celtic SMR offers SonoScape scanners including X3, X5, X5V, and ProV11 models.
• War Animal Care InternationalminorGTM or Marketing PartnerCharitable partnership supporting war animals through provision of veterinary equipment and supplies. Celtic SMR has helped War Animal Care International provide care for animals affected by conflict.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• BCF Technology: UK and Ireland distributor of veterinary ultrasound, X-ray and PACS systems (Mindray, Eickemeyer, Sound). Most direct geographic peer — competes head-to-head in small animal and equine veterinary imaging equipment across the same UK/Ireland channel.
• IMV Imaging: UK-headquartered veterinary imaging specialist (part of Hallmarq group) selling DR, ultrasound and MRI to small animal and equine practices. Comparable product portfolio and customer base, with overlapping equine imaging depth.
• Hallmarq Veterinary Imaging: Specialist in standing equine MRI and Q-Care CT. Relevant direct peer for Celtic SMR's equine imaging franchise and signals the type of modality-specialist competitor expanding in the equine vertical.

Broad incumbents

• IDEXX Laboratories: Global veterinary diagnostics and imaging incumbent (via Sound/ImageVue). Broader portfolio and significantly larger scale; competes on imaging and PACS for veterinary clinics, especially enterprise/corporate groups in UK.
• Esaote: European manufacturer of ultrasound and MRI with dedicated veterinary product lines. Competes with Celtic SMR's SonoScape ultrasound offering at the OEM level, especially in equine and small animal ultrasound.
• Carestream Health: Global medical/veterinary DR and PACS manufacturer (DRX, Vita Flex). Competes with OR Technology at the OEM level and with Celtic SMR's dicomPACS/ORCA Cloud offering in the imaging-IT layer.
• Fujifilm Healthcare: Large medical imaging OEM (FDR Visionary, Persona CS) with growing veterinary channel. Overlaps with Celtic SMR's DR, PACS, and endoscopy offerings in both healthcare and veterinary segments.

Emerging players

• SonoScape: Chinese ultrasound OEM whose veterinary scanners Celtic SMR distributes in UK/Ireland. Also an emerging direct competitor in the broader ultrasound market, with potential to bypass distributors as it scales.

Peers

• Sound (Antech Diagnostics / Mars Petcare):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubelinktr.ee/celticsmr
• Facebooklinktr.ee/celticsmr
• LinkedInlinkedin.com/company/celtic-smr-limited
• Instagramlinktr.ee/celticsmr
• Xx.com/CelticSMRHealth

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 CELTIC SMR LIMITED