IT Genetics
IT Genetics is a Bucharest-headquartered AIDC, POS, and industrial automation integrator that delivers hardware, proprietary software (Planograma WMS, Zinta labels, Metter POS), and digitalization services to retailers, logistics operators, manufacturers, and public institutions across six European markets, serving over 20,000 clients.
- Company typePublic
- Founded2007
- HeadquartersBucharest, Romania
- Headcount51–100
- GTM typeB2B
- OfferingServices
What IT Genetics does
IT Genetics S.A. is a Bucharest-headquartered technology integrator and value-added distributor that provides end-to-end digitalization and automation solutions for retailers, logistics operators, manufacturers, e-commerce players, hospitality venues, public institutions, and healthcare providers. The company's offering spans three pillars — AutoID/AIDC (barcode scanners, RFID systems, electronic shelf labels), POS (terminals, printers, touch displays), and industrial automation — delivered through a hybrid model combining regional B2B e-commerce platforms (ITGStore.ro/.hu/.bg/.es/.it, with recent France and Germany rollout) and direct enterprise field sales supported by specialized industry consultants.
The core technology stack combines hardware from global AIDC/POS manufacturers (Zebra, Honeywell, Datalogic, Brother, ELO, NCR) with proprietary software and in-house brands, including Planograma (WMS software that doubled its client base in 2024), Waytr (HoReCa digital operations), EventsClip (event registration), Foork (cafeteria management — first private such app in Romania), Zinta (labeling consumables that doubled revenue in 2024), and Metter (POS systems). Solutions are integrated with customer ERPs (e.g., Romanian Post Office's internal ERP) and delivered with implementation services and 24/7 technical support certified by international manufacturers.
The revenue model is hardware-led (56% of Romanian revenues) supplemented by integrated solutions and professional services (33%) and standalone services (11%), with a growing recurring software revenue stream. The company serves more than 20,000 enterprises across Europe, including 11,500+ clients in Romania (Henkel, Therme Bucharest, Chicco, Romanian Post Office, Timișoara Local Police), and is now expanding its acquired scale following the May 2026 acquisition of Scale Expert (4,000+ clients). Following its December 2025 private placement and May 2026 listing on the Bucharest Stock Exchange's AeRO Market (ticker ITG), IT Genetics is pursuing Western European expansion (France, Germany) and a buildout of industrial automation and software capabilities.
IT Genetics firmographics
Firmographics- Name
- IT Genetics
- Legal name
- IT Genetics S.A.
- Website
- https://it-genetics.com
- Company type
- Public
- Founded year
- 2007
- Operating status
- Ipo
- Headcount range
- 51–100 employees
- Short description
- IT Genetics is a Bucharest-headquartered AIDC, POS, and industrial automation integrator that delivers hardware, proprietary software (Planograma WMS, Zinta labels, Metter POS), and digitalization services to retailers, logistics operators, manufacturers, and public institutions across six European markets, serving over 20,000 clients.
- Ownership category
- akta.pro rank
IT Genetics industry classification
Industry- Product category
- Integrated AIDC and POS Business Digitalization Solutions
- NAICS
- Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- IT Asset Lifecycle Services (Procure-to-Retire) (BPAEAOAF)
- akta.pro secondary industries
- IT Procurement & Sourcing Services (Hardware/Software) (BPAEAOAG), IT Asset Discovery, Inventory & CMDB Services (BPAEAOAE)
Keywords
Where IT Genetics is headquartered
LocationHeadquarters
- HQ city
- Bucharest
- HQ country
- Romania
- HQ region
- Europe
Offices5 records
Markets served
IT Genetics business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Hardware Sales: Sale of technology hardware including barcode scanners, RFID systems, POS terminals, label printers, mobile terminals, and related equipment. Hardware sales account for 56% of Romania revenues.
- Software Solutions: Proprietary software including WMS (Planograma), electronic shelf labels management, and other digitalization modules. Software division saw strong performance with doubling of Planograma client base.
- Solutions and Integrations: Integrated digitalization and automation solutions combining hardware and software components. Accounts for 33% of Romania revenues.
- Services: Technical support, consulting, and implementation services. Accounts for 11% of Romania revenues.
- Own Brands (Zinta, Metter): Sale of proprietary branded products including Zinta labeling consumables and Metter POS systems
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | B2B e-commerce platform for equipment and solutions |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
IT Genetics product offering
Product offeringCore offering
IT Genetics provides integrated technology solutions for business digitalization and operational automation, combining AIDC hardware (barcode scanners, RFID systems, mobile terminals, label printers), Point of Sale systems, electronic shelf labels, and proprietary software (Planograma WMS, Waytr, EventsClip, Foork) with implementation and technical support services. The company serves more than 20,000 businesses across retail, logistics, manufacturing, healthcare, hospitality, and public sectors in five European countries via direct enterprise sales and the ITGStore e-commerce platform.
Product overview
IT Genetics offers a comprehensive portfolio of integrated digitalization and automation solutions for businesses across Europe. The offering spans three core pillars: AutoID/AIDC (automatic identification and data capture), POS (point of sale), and IA (industrial automation). The product ecosystem includes proprietary software brands (Planograma WMS, Waytr for HoReCa), in-house hardware brands (Zinta labeling consumables, Metter POS systems), and integrated solutions (electronic label solution with ERP synchronization, digital signage, customer loyalty, event management). The company also operates the ITGStore e-commerce platform across six countries. Solutions utilize technologies including barcode scanners, RFID systems, electronic shelf labels, and touch screen displays, supported by strategic partnerships with global manufacturers such as Zebra, Honeywell, Datalogic, and Brother. The portfolio is designed to optimize supply chains, enhance customer experiences at points of sale, and transform production processes for clients in retail, logistics, manufacturing, eCommerce, and HoReCa.
Differentiator
Problem solved
Functional benefit
Brands
- Zinta: Professional label manufacturer that doubled its revenue in 2024
- Planograma
- Waytr
- Metter
- ITG Store
Products and services
- Planograma (WMS) Warehouse Management System (WMS) platform that automates the flow of supplies and products from reception to storage and delivery. Designed for businesses in Romania, Hungary, Bulgaria, Spain, and Italy seeking accessible warehouse digitalization.
- Zinta Professional label manufacturer producing labeling consumables sold as IT Genetics' in-house brand across retail, logistics, and manufacturing customers. Revenue doubled in 2024 compared to the previous year.
- Metter IT Genetics' in-house brand of point-of-sale systems with an expanding portfolio tailored for retail partners.
- Waytr Digital operations platform for the hospitality (HoReCa) sector, providing software and service solutions for hotels, restaurants, and cafes as part of the ITG Group ecosystem.
- Electronic Label Solution Complete electronic shelf label solution comprising electronic labels (including standard and textile electronic labels), gateway hardware, mounting accessories, price change management software, installation services, and specialized technical support. Enables real-time price updates synchronized with ERP/POS systems.
- Events Clip Event registration and access management solution that enables electronic ticket sales, participant registration, data capture, and on-entry ticket scanning for event organizers.
- Foork Cafeteria management application combining hardware and software, marketed as the first private cafeteria management application in Romania. Helps companies cut catering costs and reduce time employees spend on lunch breaks.
- ITGStore E-commerce Platform B2B online store dedicated to companies, available across Romania, Hungary, Bulgaria, Spain, Italy, France, and Germany with regional language support and local delivery for AIDC, POS, and digitalization equipment and consumables.
- Digital Signage Solution Digital signage solution including Elo Touch touch monitors and EloView application for centrally managing text, image, and audio content displayed on one or more screens from a single PC.
- Customer Loyalty Solution Customer loyalty solution bundling Zebra ZC300 card printers, Zebra CardStudio 2.0 design software, and PVC cards for retailers running loyalty programs.
- Event Bracelet Printing Solution Event bracelet printing solution bundling Zebra ZD510 bracelet printers, Zebra Designer design software, and wristband packages for event access control and patient identification in hospitals.
- Stockroom Management Solution Stockroom management solution that combines replenishment triggers (when products approach critical thresholds) with real-time transaction updates so purchased products are immediately removed from inventory, eliminating incorrect stock information.
Quantifiable outcome
- 36% revenue growth in 2024, reaching €20 million consolidated revenues
- +5 more outcomes
Companies that use IT Genetics
Customer profileNamed customers8 records
Segments8 records
Ideal customer profiles3 records
IT Genetics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
IT Genetics partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and major.
- Zebra TechnologiescoreZebra Technologies is a global leader in thermal and label printers, barcode readers, RFID technology products, and mobile terminals. IT Genetics holds Zebra Premier Business Partner status, the highest partnership level, enabling access to cutting-edge AIDC technology and joint solution development for retail, logistics, and healthcare applications.
- DatalogiccoreGlobal leader in automatic data collection and industrial automation, specializing in barcode readers, mobile terminals, sensors, machine-vision, RFID and laser engraving systems. IT Genetics holds Datalogic Platinum Partner status, the highest partnership level.
- HoneywellcoreWorld leader in data capture solutions with extensive portfolio in barcode readers, mobile terminals, vehicle-mount computers and thermal printers. Honeywell solutions are used across retail, transportation, logistics, production, and aerospace. IT Genetics holds Honeywell Gold Partner status.
- ELO TouchmajorInventor of touchscreens over 50 years ago, providing 10 to 70 inch interactive touchscreen displays, all-in-one touchscreen computers, OEM touchscreens for Hospitality, Retail, and Public Administration. IT Genetics holds ELO Elite Partner status.
- Brother InternationalmajorProvider of printing and imaging solutions including multifunctional printers, portable printers, labeling equipment along with supplies and accessories. IT Genetics is a Brother Premium Partner.
- Star MicronicsmajorJapanese global manufacturer of POS printers with over 30 years of experience. IT Genetics is the national distributor of Star Micronics products in Romania since 2011.
- TSC Auto ID TechnologymajorTaiwan-based company internationally recognized for research and development, production and sales of barcode printers including desktop, industrial or mobile printers. IT Genetics holds TSC Power Partner Gold status.
- SatomajorJapanese global leader in printing, scanning and labeling solutions implemented worldwide in retail, production, logistics and healthcare. IT Genetics holds Champion Prestige Partner status.
- NCRmajorGlobal leader in enterprise solutions for restaurants, commerce and banking, ranked first internationally in POS solutions for retail and hospitality and ATM solutions. IT Genetics holds NCR Gold Solution Provider status.
- Scale ExpertmajorRomanian weighing solutions provider acquired in May 2026, serving retail, logistics, and distribution segments. Has operated for over 20 years with more than 4,000 clients and generated revenues of approximately RON 8 million in 2025. This is IT Genetics' first acquisition following its AeRO market listing.
Scale indicators14 records
Recent moves12 records
Expansion highlights6 records
IT Genetics competitors and assessment
Company assessmentDirect peers
- Datalogic: Datalogic is an Italian-headquartered global leader in AIDC (barcode readers, mobile terminals, RFID, machine vision, laser marking). It is the closest geographic and product peer to IT Genetics and also its Platinum-tier partner, indicating active cooperation alongside competitive overlap in mid-market European AIDC.
- TSC Auto ID Technology: TSC designs and manufactures desktop, industrial, and mobile barcode printers sold through partners worldwide. IT Genetics holds TSC Power Partner Gold status, positioning TSC as a closely aligned peer in industrial/retail AIDC hardware.
- SATO Holdings: SATO is a Japan-headquartered global provider of industrial barcode printers, labeling, and RFID solutions used across retail, logistics, healthcare, and manufacturing. IT Genetics holds Champion Prestige Partner status with SATO, but SATO also competes directly in Eastern European end-markets.
- StrongPoint: StrongPoint is a Nordic-headquartered retail technology specialist providing electronic shelf labels, in-store logistics, and POS solutions to grocery chains. StrongPoint is a direct peer in ESL solutions and store digitalization, with greater scale but similar product focus and channel model.
Broad incumbents
- NCR Voyix: NCR Voyix is a global leader in enterprise POS, restaurant commerce, and ATM/banking solutions. As an NCR Gold Solution Provider, IT Genetics partners with NCR while NCR's open-platform POS hardware/software competes in the same retail and HoReCa accounts.
- Zebra Technologies: Zebra Technologies is the global leader in enterprise asset intelligence, barcode scanning, RFID, and labeling solutions. It is both IT Genetics' most important upstream partner (Premier Business Partner) and its broadest incumbent competitor as Zebra increasingly sells direct to enterprise customers across Europe.
- Honeywell (Sensing & Productivity Solutions): Honeywell's SPS division is a global leader in barcode readers, mobile terminals, vehicle-mount computers, and thermal printers. As IT Genetics' Gold Partner, Honeywell overlaps significantly in retail/logistics/manufacturing end-markets while operating at much greater scale.
- Avery Dennison: Avery Dennison is a global materials science and RFID company dominant in pressure-sensitive labels and RFID inlay tags. Its Intelligent Labels platform overlaps directly with IT Genetics' Zinta label consumables and ESL/RFID solution business.
- Brother Industries: Brother is a global leader in printing, labeling, and imaging solutions including desktop and industrial label printers. As IT Genetics' Premium Partner, Brother supplies key hardware lines while competing for retail/industrial labeling deals across Europe.
Emerging players
- Cipherlab: Cipherlab is a Taiwan-based specialist in mobile terminals, rugged PDAs, barcode scanners, and RFID readers serving retail and logistics. It competes with IT Genetics in mid-market AIDC, particularly in Europe, and is a similar size and partnership-led business model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
IT Genetics social profiles
Digital presenceIT Genetics compliance and trust
Trust signalCompliance3 records
IT Genetics financial estimates
Financial estimateRevenue estimate
Valuation estimate
IT Genetics leadership team
Management profileNumber of profiles
Profiles14 records
IT Genetics subsidiaries and ownership
Company hierarchySubsidiaries9 records
IT Genetics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IT Genetics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IT Genetics
What does IT Genetics do?
IT Genetics provides integrated technology solutions for business digitalization and operational automation, combining AIDC hardware (barcode scanners, RFID systems, mobile terminals, label printers), Point of Sale systems, electronic shelf labels, and proprietary software (Planograma WMS, Waytr, EventsClip, Foork) with implementation and technical support services. The company serves more than 20,000 businesses across retail, logistics, manufacturing, healthcare, hospitality, and public sectors in five European countries via direct enterprise sales and the ITGStore e-commerce platform.
Is IT Genetics a public or private company?
IT Genetics is a public company. It is classified as public and is currently ipo.
When was IT Genetics founded?
IT Genetics was founded in 2007. It employs 51 to 100 people.
Where is IT Genetics based?
IT Genetics is headquartered in Bucharest, Romania, in the Europe region.
How does IT Genetics make money?
Five revenue lines are on record. Hardware Sales are the primary driver. The others are software Solutions, solutions and Integrations, services and own Brands (Zinta, Metter).
Who are IT Genetics's main competitors?
Direct peers on record are Datalogic, TSC Auto ID Technology, SATO Holdings and StrongPoint. Broad incumbents are NCR Voyix, Zebra Technologies, Honeywell (Sensing & Productivity Solutions), Avery Dennison and Brother Industries. Cipherlab is listed as an emerging player.
Does IT Genetics have an API?
No public API is recorded for IT Genetics.
What industry is IT Genetics in?
IT Genetics's product category is Integrated AIDC and POS Business Digitalization Solutions. Its primary akta.pro industry code is BPAEAOAF, IT Asset Lifecycle Services (Procure-to-Retire), with a secondary code of BPAEAOAG, IT Procurement & Sourcing Services (Hardware/Software). Its NAICS code is 541511 and its SIC code is 7370.