Promostar

What Promostar does

Promostar S.r.l. is an Italian industrial machinery manufacturer headquartered in Buja (Udine), Italy, specializing in cold rolling, multipass wire drawing, stretching and spooling equipment for the steel wire transformation industry. The company traces its technology heritage to 1975, when its predecessor Pittini Impianti Industriali was created inside the Pittini Group steel mill; the unit was spun out via a management buyout in the early 2000s and rebranded as Promostar. The product portfolio spans approximately 20 specialized machine models organized into cold rolling lines (Vegastar, Librastar, Doradostar, Geministar), cold stretching and respooling lines (Argostar, Geministar STR & RT), cold wire drawing lines (Maiastar DO/DV), welded wire machines (Tunnel Mesh, Just in Time LTG, Block Mesh), special steel wire machines (Zig Zag, SRGR36), and a broad accessories catalog including tungsten carbide rolls, pay-off systems, spoolers, and automatic strapping/labelling/weighing equipment. Technology is proprietary and rooted in 40+ years of producer-plus-end-user experience inherited from Pittini, with machines engineered for wire diameters from Ø1mm to Ø20mm, working speeds up to 30 m/s on drawing lines, coil weights up to 8 tons, and compliance with ASTM, DIN, SFS, IRAM/IAS, NCH, NBR, NCT, AS/NZS and NTP standards.

Promostar operates a direct, sales-led go-to-market targeting enterprise steel wire producers and transformers globally, with an installed base of 400+ machines in more than 60 countries. Revenue is generated through custom-configured turnkey plant and individual machine sales on multi-year contracts, supplemented by aftermarket monetization including original spare parts, mechanical and electrical retrofit, on-site training, tele-assistance, and technical consulting. The company has approximately 100 employees, executes installation, commissioning, training and assistance through associated companies (notably MEP Group for manufacturing, Planet Automation for PLC/HMI and electrical panels, and Easy Mec for mechanical support), and uses ITS as a regional distributor in Russia since 2021. Promostar remains privately held, with no institutional investor, public listing, M&A activity or funding rounds disclosed, and operates globally through direct enquiry-based sales supported by a multilingual (English/French/German/Spanish) website.

Name

Promostar

Legal name

PromoStar S.r.l.

Website

https://www.promostar.it/

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Promostar is an Italian industrial machinery manufacturer that designs and builds cold rolling, wire drawing, stretching and spooling equipment for steel wire producers and transformers globally, with 400+ machines installed across more than 60 countries.

Ownership category

akta.pro rank

Product category

Industrial Machinery for Steel Wire Transformation

NAICS

Rolling Mill and Other Metalworking Machinery Manufacturing (333519)

SIC

Metalworkg Machinery & Equipment (3540)

akta.pro primary industry

Metal Forming & Fabrication Machines (Presses, Bending, Shearing, Stamping) (IMAHADAC)

Keywords

• Cold rolling equipment
• Wire drawing machines
• Steel wire machinery
• Industrial machine manufacturing
• Metal forming equipment

Headquarters

HQ city

Udine

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Industrial Machine and Equipment Sales: Promostar generates primary revenue through the sale of complete turnkey plants, production lines, and individual machines for cold rolling, wire drawing, stretching, and spooling of steel wire. Machines are tailored to customer requirements in terms of layout, product sizes, mechanical properties, and level of automation.
2. Aftermarket Services (Spare Parts, Retrofit, Training, Assistance): Revenue from original spare parts, mechanical/electrical retrofit services, on-site training, tele-assistance, and technical consulting. Services support cold roll, stretching, drawing, and spooling processes throughout the machine lifecycle.
3. Technical Consulting and Training: Promostar provides training, technical assistance and consulting to improve production of cold roll, stretching, drawing and spooling processes, as a key differentiator and additional value-add revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Promostar designs and manufactures industrial machinery for the cold transformation of steel wire, including complete turnkey production lines, individual machines, and accessories for cold rolling, multipass wire drawing, stretching, and spooling of steel wire in diameters from Ø1mm to Ø20mm. The company supplies a focused range of approximately 20 specialized machine models (cold rolling lines, cold stretching and respooling lines, cold wire drawing lines, welded wire machines, special steel wire machines, and wire spooler machines) along with aftermarket services (assistance, tele-assistance, original spare parts, retrofit, and training) to steel wire producers and transformers worldwide.

Product overview

Promostar is an Italian industrial equipment manufacturer specializing in steel wire transformation machinery. The product portfolio consists of distinct product lines: (1) Cold Rolling Steel Wire Lines (Vegastar, Librastar, Doradostar, Geministar) for producing cold roll steel wire coils and bars with smooth, ribbed or indented profiles; (2) Cold Stretching and Respooling Lines (Argostar, Geministar STR & RT) for stretching steel wire without heat; (3) Cold Wire Drawing Lines (Maiastar DO, Maiastar DV) for multipass wire reduction; (4) Welded Wire Machines (Tunnel Mesh, Just in time LTG, Block mesh) for producing welded mesh products; (5) Special Steel Wire Machines (Zig Zag Wire Bending Machine, Automatic Continuous Web Line SRGR36) for zig-zag and special wire products; (6) Wire Spooler Machines (Horizontal, Vertical Automatic, Static Coiler Dead Block) for coil packaging; and (7) Wire Equipments & Accessories including pay-off systems, pulling bull blocks, rolling cassettes, descalers, lubricant machines, rolls, spools, and maintenance equipment. The company offers turnkey plants combining multiple machines and provides after-sales services including training, technical assistance, tele-assistance, spare parts, and retrofit. Promostar was founded in 1975 and operates with approximately 100 employees, having installed over 400 machines in more than 60 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Vegastar: High-level cold rolling line for steel wire coils, featuring an ergonomic layout with all components inside a compact body for reduced noise and dust.
• Librastar
• Doradostar
• Geministar
• Argostar
• Maiastar DO
• Maiastar DV
• Tunnel Mesh
• Just in Time LTG
• Block Mesh
• Siriostar

Products and services

• Vegastar Cold Rolling Line High-level cold rolling line producing cold roll steel wire coils (smooth, ribbed or indented) for reinforcing welded mesh, stirrups, cages and lattice girders, with ergonomic layout integrating all main components inside a single compact body for noise/dust reduction, safety, and fast wire diameter changes (Ø4–Ø20mm, coil weight up to 8 tons).
• Librastar Cold Rolling Line Standard cold rolling line for producing cold roll steel wire coils (smooth, ribbed or indented), featuring a horizontal-axis bullblock with up to 4 wire drawing capstans (3 smooth + 1 V-shape capstan for stretching), diameter range Ø4–Ø20mm, coil weight up to 8 tons, with stress relieving device and optional automatic vertical wire spoolers.
• Doradostar Cold Rolling and Straightening Line Cold rolling and straightening line for steel wire bars (smooth, ribbed or indented), designed to feed downstream wire mesh machines, processing wire rod into straight cut bars with controlled mechanical properties for construction applications.
• Geministar Cold Rolling and Straightening Line (incl. Geministar STR & RT ALL-IN-ONE) Cold rolling and straightening line for steel wire bars (smooth, ribbed or indented), feeding wire mesh machines. The Geministar STR & RT is an all-in-one version combining exceptional speed and unmatched precision for cold rolling and straightening ribbed or indented bars.
• Argostar Cold Stretching and Respooling Line Cold stretching and respooling line producing cold stretched steel wire coils from rebar in coil material, increasing tensile/yield strength without heat, suitable for downstream reinforcement and mesh production.
• Maiastar DO Cold Wire Drawing Line (Horizontal Axis) Multipass cold wire drawing line with horizontal-axis capstans for producing smooth thin steel wires (Ø5.5–10mm inlet down to Ø1–8mm outlet), with working speeds up to 30 m/s for downstream industrial and agricultural wire applications.
• Maiastar DV Cold Wire Drawing Line (Vertical Axis) Multipass cold wire drawing line with vertical-axis capstans for producing smooth thin steel wires (Ø5.5–10mm inlet down to Ø1–8mm outlet), offering a different floor footprint and ergonomic configuration versus the horizontal-axis Maiastar DO.
• Tunnel Mesh Welded Wire Machine Welded wire machine producing tunnel mesh elements for the prefabrication/tunnel construction industry, with automated welding of reinforcement mesh panels tailored to tunnel section specifications.
• Just in Time LTG Welded Wire Machine Automatic welded wire machine producing lattice girders (LTG) for reinforced concrete, with high flexibility and rapid production changes between dimensions, recommended for small production runs with frequent dimension changes.
• Block Mesh Welded Wire Machine Welded wire machine producing straight spacers (used between brick rows) and bent spacers (used in concrete floors or brick slabs as spacers for welded wire mesh) for masonry and prefab concrete applications.
• Zig Zag Wire Bending Machine Special steel wire machine producing zig-zag products from smooth, ribbed or indented wire coils or bars, bent alternately to form lattice girder connection elements (PREM/REP beams) for prefabricated construction.
• Automatic Continuous Web Line SRGR36 Automatic continuous web line for the high-volume production of steel wire zig-zag products, used as continuous web elements in lattice girder and prefab construction applications.
• Wire Spooler Machines (Horizontal, Vertical Automatic, Static Coiler Dead Block) Family of wire spooler/coiler machines for packaging cold rolled coils, including horizontal spooler machines for coiling onto fixed or collapsible spools, vertical automatic spoolers with full operator-free handling (insertion, cutting, spool change, sample taking, strapping, labelling, weighing), and static coiler dead block machines for cross-spooled coils.
• Wire Straightening Machines for Cut Test Wire straightening machines used to prepare cut test samples of steel wire for mechanical property testing (tensile strength, yield strength, elongation) in quality control processes.
• Wire Equipment & Accessories Standalone accessory equipment for cold rolling, drawing, stretching and spooling lines, including wire pay-off systems (vertical and horizontal), pulling bull blocks, cold rolling cassettes, mechanical descalers, wire lubricant machines, stretching kits, tungsten carbide rolls and roll-holders, fixed and collapsible spools/reels, scale and dust collection systems, portable butt welders, cleaning wire systems, chain and roll conveyors, overturning spool devices, unscrewing locknut devices, manual strapping stations, automatic strapping/labelling/weighing systems, and maintenance benches for rolling cassettes.
• After-Sales Services (Assistance, Tele-Assistance, Spare Parts, Retrofit, Training) Lifecycle service offering for installed Promostar machines, including on-site technical assistance, remote tele-assistance, supply of original spare parts, mechanical and electrical retrofit of existing installations, and on-site training to improve production of cold roll, stretching, drawing and spooling processes.
• Used / Second-hand Wire Machines Offerings of second-hand/pre-owned wire processing machines available for purchase, providing a lower-cost entry point for customers into Promostar technology.

Quantifiable outcome

• Up to 8-ton coil weight capacity in a single production run
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Four partnerships are on record, tiered regional, core and minor.

• ITSregionalChannel Partner/ Reseller/ Distributor · 1 January 2021ITS (founded 2021) commercializes the full range of Promostar machines and installations in Russia, operating as a regional channel partner/distributor for the Russian market.
• Planet Automation SrlcoreTechnology or IntegrationFounded in 2006, Planet Automation provides industrial automation solutions including design and manufacturing of electrical panels and electronic boards, PLC and HMI programming, and testing and commissioning of installations. Collaborates with Promostar on automation of steel wire machines. Works across sectors including steel, wood, plastic, food, paper, civil engineering, pharmaceutical, renewable energy, and robotics.
• MEP GroupcoreStrategic or Co-development PartnerMEP Group (founded 1966, market presence since 1967) is a leader in manufacturing equipment for rebar and resistance welding technology. Associated company of Promostar providing complementary manufacturing capability (machining, welding, woodworking, assembly) and service support (on-site installation, commissioning, training, assistance) fully managed in-house by Promostar personnel.
• Easy Mec S.r.l.minorImplementation/ SI/ Consulting PartnerEstablished in 2007, Easy Mec provides effective support for companies in the industrial mechanical sector, with expertise in steel, steel transformation, lifting, and material transfer. Provides finished products conforming to customer projects and specifications including welded steel structures, machining, assemblies and installations.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Others

• MEP Group (Officine Meccaniche M.E.P. S.p.A.): Italian manufacturer of rebar processing equipment and resistance welding technology, founded 1966. Listed as an associated company of Promostar providing machining/welding/assembly support; operates in adjacent rebar and welded wire machinery space.
• Pittini Group: Major Italian steel mill group and Promostar's former parent (original founder as Pittini Impianti Industriali in 1975). Not a direct competitor but a key historical parent and ongoing industry relationship; shares deep roots in Italian steel wire production.

Direct peers

• SAMP S.p.A. Italian-based manufacturer of machinery for the wire and cable industry, including wire drawing, stranding and extrusion lines. Comparable to Promostar as another Italian wire-machinery specialist serving industrial wire producers globally.
• Friedrich Kocks GmbH & Co KG: German manufacturer specializing in rolling mill equipment and wire-processing technology, including reducing/sizing blocks and wire-rolling lines. Highly comparable to Promostar's cold-rolling and wire-drawing product family for steel wire producers.
• Maschinenfabrik NIEHOFF GmbH & Co. KG: German specialist in wire drawing machinery, bunching/stranding lines and auxiliary equipment for the wire and cable industry. Direct competitor to Promostar's Maiastar cold wire drawing lines and overall wire-processing portfolio.
• Continuus-Properzi S.p.A. Italian manufacturer of continuous casting and rolling equipment for non-ferrous and ferrous wire rod. Operates in adjacent metal-rolling machinery, sharing Promostar's Italian industrial machinery heritage and steel wire producer customer base.
• Schnell Group: Italian manufacturer of rebar and wire processing equipment, including stirrup benders, mesh welding lines and lattice girder machines. Direct competitor to Promostar's welded wire machines (Tunnel Mesh, Just in Time LTG, Block Mesh) and rebar-focused offerings.

Broad incumbents

• Danieli & C. Officine Meccaniche S.p.A. Italian-based global leader in metallurgical plant equipment for steelmaking, continuous casting and rolling mills. Comparable as a domestic Italian supplier of steel-processing machinery, though Danieli operates across the full steelmaking value chain versus Promostar's niche in cold rolling and wire transformation.
• SMS group GmbH: German global plant and machinery supplier for the metals industry, including rolling mills and processing lines. Overlaps with Promostar in rolling and wire-processing equipment but at a much broader portfolio and larger project scale.

Emerging players

• Eurodraw S.A. Greek specialist in wire drawing machines and auxiliary equipment. Comparable niche player in cold wire drawing with a similar customer base of industrial wire producers, though with a narrower geographic footprint than Promostar.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Promostar