The Merchandise & Elcoval

What The Merchandise & Elcoval does

The Merchandise & Elcoval, doing business as Mercabalanza, is a Valencia-based distributor and service provider of weighing systems, point-of-sale (POS) equipment, and retail management solutions serving the Comunidad Valenciana and parts of Alicante province in Spain. The company functions primarily as a regional channel partner for international manufacturers — distributing Marques touch and label scales (BM5, BM5 ARM, Junior lines) with integrated ETPOS shop management software, Baxtran industrial scales (TS, TMZ, TMM, TZ, MTX series), Dibal industrial labeling machines (ML-5000, LP-500, LP-5000), Azkoyen Cashlogy intelligent cash drawers, and GM Vending self-service kiosks (KSS/3), supplemented by certified compliance software (Firesoft, BDP-NET) including a Verifactu module for Spanish anti-fraud invoicing requirements. Core technology revolves around integrating third-party hardware with certified software (OIML R76, CE, Centro Español de Metrología) for legal metrology and Spanish fiscal compliance under Ley 11/2021.

The business operates a direct-to-customer model via a physical retail store in Valencia, an informational website (mercabalanza.es) with content marketing and customer case studies, on-site installation, and ongoing technical support including calibration, certification, and metrological compliance services. Revenue mechanics combine one-time hardware sales (entry-level scales from 120 EUR; industrial equipment by quotation) with recurring service contracts for calibration and technical support, plus subscription-like rental income via the 'MERCABALANZA RENTING by Grenke' partnership offering 60-72 month equipment leases with maintenance included.

The company targets three primary verticals: HORECA (bars, restaurants, cafes), retail commerce (butcheries, bakeries, fishmongers, fruit shops, gourmet stores), and industrial/logistics customers (warehousing, manufacturing, distribution). The customer base is a long tail of SMB accounts with a smaller roster of mid-market and institutional clients (e.g., BIOPARC Valencia, AINIA technology center, Plasben, Sambeat, Noucolors). Distribution is conducted entirely from the Valencia headquarters with no disclosed subsidiaries, no external funding, and no management team data publicly available; ownership appears to be independent and locally operated.

Name

The Merchandise & Elcoval

Legal name

Mercabalanza

Website

https://mercabalanza.es

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The Merchandise & Elcoval (Mercabalanza) is a Valencia-based distributor and service provider of weighing systems, point-of-sale equipment, and retail management software, serving SMB and mid-market customers in the HORECA, retail, and industrial-logistics sectors across Comunidad Valenciana and Alicante, Spain.

Ownership category

akta.pro rank

Product category

Commercial Weighing and POS Equipment Distribution

NAICS

Other Commercial Equipment Merchant Wholesalers (42344)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Bar & Beverage Service Supplies Wholesale (AFAIALAG)

Keywords

• Weighing equipment distribution
• Industrial scale supply
• Point of sale systems
• Retail weighing solutions
• Fiscal compliance modules

Headquarters

HQ city

Valencia

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hardware Sales: Sale of weighing equipment (scales, balances, industrial platforms), TPV tactile terminals, cash registers, labeling machines, and industrial indicators. Revenue generated from one-time product sales with pricing varying by equipment type and brand.
2. Equipment Rental (Renting): Technology and equipment renting services through Grenke partnership, allowing customers to acquire equipment with monthly payments over 60-72 month terms.
3. Technical Services: Technical support, installation, calibration, and certification services for weighing equipment. Includes periodic calibration verification and compliance testing.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Mercabalanza distributes commercial weighing equipment (scales, balances, industrial platforms), TPV táctil point-of-sale terminals, cash registers, industrial labeling machines (Dibal), intelligent cash drawers (Cashlogy), and self-service kiosks from brands such as Marques, Baxtran, Dibal, and Azkoyen. The company integrates these with store management software (ETPOS, Firesoft) and VeriFactu fiscal compliance modules, and provides installation, calibration, certification, and ongoing technical support to retail, hospitality, and industrial clients in the Comunidad Valenciana region.

Product overview

The Merchandise & Elcoval (Mercabalanza) operates as a distributor and service provider of weighing systems, point-of-sale equipment, and retail management solutions in Valencia, Spain. The product portfolio centers on Marques BM5 and BM5 ARM touch scales with integrated ETPOS shop management software, complemented by Baxtran industrial scales (TS, TMZ, TMM, TZ series) and Dibal industrial labeling machines. The company also offers TPV tactile terminals, Cashlogy intelligent cash drawers, and Kiosco Autoventa self-service kiosks. Services include calibration, certification, and technical support, with offerings organized around fiscal compliance solutions including the Verifactu module for Spanish tax regulations. The company distributes equipment to food service, retail, industrial, and logistics sectors across the Valencian Community.

Differentiator

Problem solved

Functional benefit

Brands

• Mercabalanza & Elcoval: Parent group name mentioned on the company website referring to the combined business entity

Products and services

• Marques BM5 Doble Cuerpo Touch Scale Touch screen commercial scale with dual high-resolution displays (15" operator, 7" or 12" customer) and integrated ETPOS shop management software, fully constructed in stainless steel, certified for Spanish fiscal compliance. Designed for retail stores and HORECA businesses.
• Marques BM5 ARM Touch Scale High-performance touch scale with ARM processor for faster operation, dual screens with customer-facing advertising, stainless steel construction, and ETPOS software certified for Spanish fiscal regulations. Designed for retail and hospitality point-of-sale operations.
• Marques Junior Doble Cuerpo Labeling Scale Compact labeler scale with 10.1" touchscreen, dual customer/operator displays, Freescale i.MX6 processor, supporting three paper types (continuous, labels, adhesive) with intuitive ETPOS interface. For butcher shops and small retail.
• Marques BM5 Colgante Hanging Touch Scale Hanging touch scale designed for humid environments such as fish markets and fruit shops, with space-saving design, dual screens, and full ETPOS management software.
• Baxtran TS Single-Cell Scale Portable single-load cell scale with extractable indicator, aluminum cell IP65 protection, ABS LCD display, 100-hour battery life, and multiple versions for packaging and logistics applications.
• Baxtran TMZ Single-Cell Scale Industrial scale with tubular steel structure, stainless steel platform, aluminum IP65 load cell, 120-hour battery life, and multiple unit options for industrial and warehouse use.
• Báscula Industrial MTX Platform Scale Heavy-duty industrial platform scale with 1200x1200mm surface, 1500kg capacity, high-precision load cells, designed for warehouse pallet weighing and logistics shipment verification.
• Baxtran ABD Weight-Only Scale Weight-only scale with stainless steel construction, IP67 protection, dual buyer/seller displays, LED indicator, rechargeable battery, for food service and wet environments.
• Dibal ML-5000 Industrial Labeling Machine Automatic industrial labeling machine for fixed or variable weight products, featuring dynamic weight calculation, top/side/bottom labeling, humidity-resistant construction, and ERP connectivity for production line integration. Designed for food processing and distribution operations.
• Kiosco Autoventa KSS/3 Self-Service Kiosk Self-service sales kiosk with 17" SAW touchscreen, multi-payment options (cash, credit card, loyalty cards), kitchen printer connectivity, and BDP-NET network integration for order management.
• Cashlogy POS 1500 Intelligent Cash Drawer Intelligent cash drawer by Azkoyen that automates cash handling, change management, and counterfeit detection, with 650 bill and 1785 coin capacity, available for purchase or rental through Mercabalanza Renting by Grenke.
• VeriFactu Fiscal Compliance Module Fiscal compliance module for Spanish tax regulations requiring digital signature, QR code generation, and real-time transaction reporting to the Tax Agency, mandatory from 2026. Integrated with Firesoft, ETPOS, and BDP software.
• Firesoft POS Management Software
• Baxtran GI410i PRINT LCD Industrial Indicator with Printer
• Technical Support, Calibration and Certification Services On-site technical service, OIML calibration, metrological certification, and periodic calibration verification services for weighing equipment, including for clients such as Dimarosa and AINIA across multiple facilities.
• Mercabalanza Renting by Grenke Equipment Leasing Equipment rental/leasing service in partnership with Grenke, allowing customers to acquire equipment with monthly payments over 60-72 month terms, including maintenance, parts replacement, installation, and training (e.g., Cashlogy POS 1500 at 259.26 EUR/month over 60 months).

Quantifiable outcome

• Metrological compliance with OIML and EU legal metrology standards through certified calibration services
• +1 more outcomes

Named customers25 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

Integration5 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Azkoyen (Cashlogy)coreChannel Partner/ Reseller/ DistributorAppointed distributor for Azkoyen's Cashlogy intelligent cash drawer systems in Valencia region. Cashlogy automates cash handling at point-of-sale, providing validation, change management, and fraud detection for retail and hospitality businesses.
• Balanças MarquescoreChannel Partner/ Reseller/ DistributorAuthorized distributor of Marques weighing equipment including BM5 series touch scales, BM5 ARM models, and Junior line. Marques is described as internationally awarded as best-in-class weighing equipment. Products feature ETPOS software integration.
• BaxtrancoreChannel Partner/ Reseller/ DistributorAuthorized distributor of Baxtran industrial scales including MTX industrial platforms, TS/TMZ/TMM/TZ single-cell scales, and industrial indicators. Products include models with various capacities from 15kg to 1500kg.
• DibalcoreChannel Partner/ Reseller/ DistributorDistributor of Dibal industrial labeling equipment including ML-5000 and LP-5000 automatic labeling machines for production lines. Dibal equipment features dynamic weighing and automated label generation for food processing and distribution operations.
• GM Vending (Kiosco Autoventa KSS/3)minorChannel Partner/ Reseller/ DistributorAppointed distributor for Valencia region of GM Vending's KSS/3 self-service kiosk systems. Kiosks support cash/card payments, loyalty programs, and integration with BDP-NET network systems.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• METTLER TOLEDO: Global leader in precision instruments and weighing solutions for industrial and retail applications. Directly competes with Mercabalanza's portfolio (Marques, Baxtran, Dibal) across laboratory, industrial, and retail weighing categories, but operates at vastly larger scale with direct sales in Spain.
• Bizerba: German family-owned manufacturer of weighing, slicing, and labeling equipment for retail, food service, and industry. Competes head-to-head with Mercabalanza's Baxtran and Dibal product lines in industrial labeling and butchery/bakery installations.
• Ishida: Japanese weighing and packaging equipment manufacturer with strong European presence in retail weighing solutions. Competitor to Marques touch scales and Dibal labelers, particularly in fresh food retail and packaging lines.
• Digi: Japanese manufacturer of weighing, pricing, and POS solutions for retail and food service. Direct competition to Mercabalanza's Marques BM5 touch scales and TPV offerings across HORECA and retail in European markets.
• CAS Corporation: Korean manufacturer of weighing equipment and POS systems with global distribution. Competes with Baxtran and Marques product lines in retail and industrial scales.
• Cardinal Scale Manufacturing: US-based manufacturer of industrial and retail weighing equipment. Directly competes with Baxtran industrial scales (MTX, TS, TMZ series) in warehouse, logistics, and freight weighing applications.
• PRECIA-MOLEN: French manufacturer of weighing and dosing equipment for industry and trade. Direct competitor to Baxtran and Dibal in industrial weighing and labeling, with strong European distribution networks.
• Avery Berkel: UK heritage weighing equipment brand with retail and food service focus. Competes with Marques and Baxtran in retail weighing and price-computing scales across European markets.
• Baykon: Turkish manufacturer of industrial weighing equipment and load cells. Competes with Baxtran in industrial scales, indicators, and weighing solutions for logistics and manufacturing.
• Dini Argeo: Italian manufacturer of weighing electronics, platforms, and integrated systems. Direct competitor to Baxtran and Dibal in industrial weighing, indicators, and integrated retail/labeling solutions for European customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mercabalanza
• LinkedInlinkedin.com/company/mercabalanza-todo-para-tu-negocio-en-valencia

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 The Merchandise & Elcoval