What HaRo Plant and Conveyor Technology does

HaRo Plant and Conveyor Technology (legal name: HaRo Anlagen- und Fördertechnik GmbH) is a German manufacturer of industrial conveyor systems and intralogistics automation solutions, headquartered in Rüthen, Germany. Founded in 1957 by Heinz Hackländer as a gift-item producer and pivoted to roller-conveyor technology in 1961 after presenting sample rollers at the Hannover Industrial Trade Fair, the company now operates from an 8,500 m² production facility with approximately 100 employees, including 15 apprentices. HaRo remains a privately held, family-controlled Mittelstand business preparing for transition from the second generation (Christoph Hackländer, Managing Director since 1987) to the third generation (Maximilian Hackländer, in sales for five years).

The company's product portfolio is built around modular, standardized conveyor components — roller conveyors, chain conveyors, slat band conveyors, belt conveyors, hinge belt conveyors, lifting systems, direction-change units, shuttles, and pallet storage technology — supplemented by integrated industrial robots and a Driverless Transport System (FTS) operating on 48V power with up to 1,500 kg payload and machine-learning-based route optimization. Approximately 80% of products use standardized modules while supporting customization, and 98% of installed systems are motorized or self-propelled with SPS/PLC controls, NFC/RFID, ERP connectivity, and barcode/QR integration. Verticals served include automotive (BMW, VW, Audi, Daimler, Ford, Continental), chemicals (BASF, Evonik), beverages (Coca-Cola, Erdinger, Veltins), electronics (Miele, AEG), furniture (Hugo Boss), construction (Hörmann, Schüco), e-commerce/retail (Amazon, Edeka), aerospace (MTU Aero Engines, Lufthansa), packaging (KHS), industrial (Thyssenkrupp, Viessmann), and healthcare (Dräger).

HaRo runs a direct enterprise field-sales motion through regional sales managers and sales engineers, with full-service engagement spanning consultation, design, manufacturing, assembly, control programming, and maintenance. Pricing is quote-based, project-based, and characterized by 1–2 year sales cycles from inquiry to installation; the company maintains ISO 9001 certification (since 2000) and REACH compliance. Marketing channels include a corporate website with an online vertical-conveyor calculator, industry trade fairs, and a Wer liefert was (WLW) B2B directory profile. The company has remained exclusively family-owned with no external investment, and currently operates only in Germany and broader Europe without a claimed global footprint.

Name

HaRo Plant and Conveyor Technology

Legal name

HaRo Anlagen- und Fördertechnik GmbH

Website

https://haro-gruppe.de

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

51–100 employees

Short description

HaRo Plant and Conveyor Technology is a German manufacturer of modular industrial conveyor systems and intralogistics automation, serving European manufacturing customers across automotive, chemicals, beverages, aerospace, and other industrial sectors with custom-engineered, in-house-produced equipment.

Ownership category

akta.pro rank

Headquarters

HQ city

Rüthen

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Conveyor System Sales and Installation: HaRo generates revenue through the design, manufacture, and installation of custom conveyor systems and intralogistics solutions. This includes individual components (roller conveyors, chain conveyors, belt conveyors, vertical conveyors) as well as complete turnkey conveyor systems. Revenue is project-based, with long sales cycles of 1-2 years from inquiry to project completion. The company provides full-service capabilities from consultation and planning through construction, manufacturing, assembly, control programming, and ongoing maintenance.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

HaRo designs, manufactures, and installs custom conveyor systems and intralogistics automation solutions for industrial customers. Core offerings include roller conveyors, chain conveyors, belt conveyors, vertical conveyors, lifting systems, pallet handling systems, and driverless transport systems (FTS), delivered as modular components or complete turnkey systems. The company provides full-service capabilities from consultation, planning, and engineering through in-house manufacturing, assembly, control cabinet construction, SPS programming, installation, and ongoing maintenance.

Product overview

HaRo is a German manufacturer of industrial conveyor systems and intralogistics solutions offering a modular product portfolio. The core offering consists of various conveyor types including roller conveyors (Rollenbahn), chain conveyors (Kettenförderer), slat band conveyors (Gliederbandförderer), belt conveyors (Gurtförderer), vertical conveyors (Vertikalförderer), hinge belt conveyors (Scharnierbandförderer), and lifting systems (Hubsysteme). These are complemented by direction change components (Richtungswechsel), shuttle/pusher cars (Verschiebewagen), pallet storage technology (Paletten Lagertechnik), and driverless transport systems (FTS). HaRo also integrates industrial robots and offers complete commissioning systems. The company provides full-service from consultation, design, manufacturing, assembly, control programming, to maintenance. The product portfolio enables customers to build complete conveyor systems from standardized modular components, with 80% standard solution rate, while maintaining production at their German facility in Rüthen.

Differentiator

Problem solved

Functional benefit

Products and services

• Roller Conveyor (Rollenbahn) Roller conveyor systems for transporting pallets and various load carriers, available in heavy-duty (up to 5,000 kg), standard (up to 1,500 kg), light-duty (up to 200 kg), and gravity-operated variants. Includes specialized versions such as block stow conveyors and curved roller conveyors for industrial manufacturing and warehouse applications.
• Chain Conveyor (Kettenförderer) Chain conveyor systems designed for automated transport of heavy goods, large containers, and pallet boxes. Available in pallet, multi-strand (up to 8 strands), light-duty (up to 1,000 kg), and accumulator roller variants for industrial material handling.
• Slat Band Conveyor (Gliederbandförderer) Slat band conveyor featuring continuous movement with even load distribution, designed for transporting tires, cartons, and packaging in shipping and e-commerce. Equipped with rubberized slat chains for inclined transport applications.
• Belt Conveyor (Gurtförderer) Belt conveyor system for transporting non-palletized piece goods, cartons, and packaging up to 100-160 kg. Offers flexibility and space utilization for various production environments and shipping applications.
• Vertical Conveyor (Vertikalförderer) Vertical conveyor (vertical lift) for automated goods transport across multiple floors. Available in 8 performance classes from 300 kg to 5,000 kg payload capacity, serving as the link between building levels. Features energy recovery and can be installed in existing structures including old elevator shafts.
• Lifting Systems (Hubsysteme) Lifting units including scissor lift tables, pallet lifting stations, and corner setters for bridging minor height differences or serving as interfaces for goods transfer via forklift or pallet jack.
• Direction Change Components (Richtungswechsel) Components for automated direction changes including swivel stations, rotary stations, 90° corner setters, pushers (up to 50 kg), rotary pushers, and stoppers for controlling goods flow within conveyor systems.
• Shuttle / Pusher Cars (Shuttle / Verschiebewagen) Floor-bound, rail-guided transport cars used in warehouse zones for quick and cost-effective transfer of goods between conveyor lines. Available in manually powered and battery-powered driverless versions.
• Pallet Storage Technology (Paletten Lagertechnik) Pallet storage and handling technology including pallet doublers for stacking pallets, automatic pallet changers, empty pallet magazines (up to 20 units), and pallet lifting stations for automated pallet handling in production and warehouse environments.
• Driverless Transport System (FTS - Fahrerloses Transportsystem) Autonomous driverless transport vehicle operating on 48V power with 1,500 kg payload capacity and up to 16 hours runtime per charge. Features modular design, server-based fleet management, machine learning for route optimization, and SICK safety systems with obstacle detection.
• Hinge Belt Conveyor (Scharnierbandförderer) Hinge belt / plate conveyor made of stainless chromium steel for demanding production environments with high contamination, high temperatures, or point loads from sharp or edged workpieces. Available in PVC/plastic (for bottles, canisters, containers, KLT, cartons) and steel variants. Specifications include 600-40,000 mm length, 76-190 mm width, up to 25 m/min speed, and up to 500 kg total load.
• Commissioning / Order Picking Systems (Kommissionieranlage) Complete commissioning systems that combine conveyor technology with automated picking solutions for handling KLT containers, pallets, and various load carriers in logistics operations across manufacturing, retail, and ecommerce customers.

Quantifiable outcome

• 80% product standardization enabling cost advantages passed to customers
• +3 more outcomes

Named customers29 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• Robot manufacturers (external)coreTechnology or IntegrationHaRo collaborates with external robotics manufacturers to integrate industrial robots into conveyor systems. Projects include robot integration for automotive manufacturing cells, commissioning systems, and automated processing. This partnership extends HaRo's automation capabilities beyond traditional conveyor systems.
• SEW-EurodrivecoreTechnology or IntegrationSEW-Eurodrive is a key technology partner supplying drive motors and automation components for HaRo conveyor systems. The company specifically mentions using SEW motors for roller conveyor reliability and longevity. This partnership provides access to established automation drive technology.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Interroll Holding: Swiss-listed manufacturer of roller conveyors, belt conveyors, pallet handling and sortation modules with a globally comparable product portfolio. Interroll competes directly with HaRo in roller and belt conveyor projects, particularly for standardized intralogistics applications in industrial customers.
• Beumer Group: German family-owned conveyor and intralogistics specialist with a focus on baggage handling, parcel distribution and in-plant conveying. Beumer is the closest large-scale analog to HaRo in terms of Mittelstand DNA, German manufacturing roots, and engineering-driven conveyor product lines.
• FlexLink (Coesia): Part of Italy's Coesia Group, FlexLink manufactures conveyor systems and intralogistics solutions for assembly and manufacturing lines. Comparable product scope to HaRo in chain conveyors, belt conveyors and pallet handling for industrial customers in automotive, electronics and FMCG.

Broad incumbents

• Dematic: KION-owned global intralogistics leader offering conveyor, sortation, AS/RS and warehouse automation at much larger scale. Dematic competes with HaRo on large conveyor projects but serves a broader software-and-systems portfolio that HaRo does not match.
• Swisslog: Körber-owned intralogistics specialist providing conveyor systems, AGVs/AMRs and automated warehousing solutions. Swisslog overlaps directly with HaRo in conveyor and intralogistics project work but operates with significantly larger global engineering and software capabilities.
• TGW Logistics Group: Austrian-headquartered conveyor and warehouse automation specialist serving European retail, e-commerce and manufacturing customers. TGW competes with HaRo in conveyor projects but at materially larger scale and with broader systems-integration capabilities.
• Vanderlande: Dutch conveyor, sortation and warehouse automation specialist owned by Toyota Industries. Vanderlande overlaps with HaRo in conveyor/sortation for warehouses, airports and parcel hubs but operates at a global scale that HaRo does not approach.
• Jungheinrich: Hamburg-based intralogistics major primarily known for forklifts but with a growing automated systems business including conveyor and AGV solutions. Jungheinrich competes with HaRo on integrated intralogistics projects while offering a much broader product and service portfolio.
• Bosch Rexroth: German industrial automation giant with a conveyor technology portfolio (drives, conveyor subassemblies, linear motion) overlapping with parts of HaRo's offering. As a broad incumbent, Bosch Rexroth competes in larger automation projects while also serving as a technology ecosystem player.

Others

• SEW-Eurodrive: German drive technology specialist supplying the motors, gear units and automation components that HaRo explicitly identifies as the basis for its roller conveyor reliability. SEW-Eurodrive is a critical technology partner and ecosystem enabler rather than a direct conveyor competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/haro-foerdertechnik

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 HaRo Plant and Conveyor Technology