Sertronics

What Sertronics does

Sertronics AG is a Switzerland-headquartered electronic services company operating from Birmenstorf (AG) with an additional Zurich location and operations across Germany, employing 400+ staff across Switzerland and Germany. The company runs a multi-brand repair and aftersales services platform, processing 3,500+ service transactions per day across six own locations and a broader European partner network, and describes itself as the largest privately-run repair center in Switzerland with 20+ years of operating history and 1,000+ 5-star Google reviews.

Its core products and services span three layers: (i) B2B authorized repair and aftersales for consumer electronics, IT, and professional equipment manufacturers (including RMA processing, return management, spare parts management, hotline support, and 1st/2nd level IT support); (ii) consumer-direct device repair and cost-estimate services accessed through the service.sertronics.net portal; and (iii) e-commerce storefronts under the sub-brands BerryBase (maker accessories/spare parts), Serplace (certified refurbished devices), and Tecgarden (sustainable refurbished technology). Subsidiaries ESAG AG (onsite service, acquired 2024) and Solavice GmbH (solar inverter service, founded 2022) extend the footprint into on-location technical service and renewable-energy hardware support. The technology stack is operational rather than proprietary: a self-serve service portal for repair registration and tracking, a partner ERP/RMA login, and standard e-commerce platforms.

The business is anchored on exclusive or preferred authorized-service relationships with global manufacturers — Panasonic/Technics (since 2022), Dreame and Roborock (2024-2025), Hisense, plus authorized partner status with Philips, Sony, LG, Sharp, JBL, Lenovo, and others. Revenue is generated through professional repair services (with tiered CHF 30-195 cost-estimate fees, credited toward completed repairs), e-commerce sales of spare parts, accessories and refurbished hardware, and B2B service contracts for IT support, professional broadcast/IT monitoring, onsite service, and solar inverter maintenance. Distribution combines an enterprise field-sales motion targeting OEMs, a partner/referral channel, and digital self-serve via the service portal and three e-commerce storefronts in Switzerland and Germany.

Name

Sertronics

Legal name

Sertronics AG

Website

https://sertronics.ch

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Sertronics AG is a Switzerland-headquartered electronic services company operating B2B authorized repair, aftersales, and IT support for consumer electronics and professional equipment manufacturers across Switzerland and Germany, with three e-commerce sub-brands and onsite and solar service subsidiaries.

Ownership category

akta.pro rank

Product category

Electronics Repair & Aftersales Services

NAICS

Electronic and Precision Equipment Repair and Maintenance (8112), Electronic and Precision Equipment Repair and Maintenance (81121), Electronic and Precision Equipment Repair and Maintenance (811210)

SIC

Wholesale-Electronic Parts & Equipment, Nec (5065), Services-Testing Laboratories (8734), Misc Industrial & Commercial Machinery & Equipment (3590)

akta.pro primary industry

Consumer Device Repair Services (Phones, Tablets, PCs) (CRACAJAA)

akta.pro secondary industries

Appliance Service Plans, Extended Warranties & Maintenance Retail (CRACACAK), Spare Parts & Replacement Components Retail (Batteries, Screens, Chargers) (CRACAJAG), Consumer Electronics & Mobile Device Protection Plans (FSAJALAH), Appliance Diagnosis, Troubleshooting & Safety Inspection (HSAGANAO)

Keywords

• Electronics repair services
• Authorized service provider
• IT support services
• Refurbished electronics
• Aftersales support

Headquarters

HQ city

Birmenstorf

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Repair Services: Professional repair services for electronic devices including warranty repairs, out-of-warranty repairs, and cost estimate services. Revenue generated through repair fees, with estimate fees credited toward actual repairs.
2. E-commerce - Spare Parts and Accessories: Sale of spare parts, accessories, and refurbished technology through online stores including BerryBase, Serplace, and Tecgarden.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Sertronics AG provides professional electronics repair and aftersales support as an authorized service provider for consumer electronics, IT, professional broadcast, and household device manufacturers across Europe. The company runs physical repair centers supported by an online service portal for repair intake and tracking, and complements its B2B service contracts with consumer-direct e-commerce storefronts selling spare parts, accessories, and refurbished devices. Specialized mobile, onsite, and solar service lines are delivered through wholly owned subsidiaries ESAG AG and Solavice GmbH.

Product overview

Sertronics AG operates as a multi-service electronics repair and support company, offering professional repair services for a wide range of household, consumer electronics, garden, and IT products. The company provides an integrated platform combining repair services (via Service Portal), multiple online retail stores (Serplace for certified devices, BerryBase for maker accessories, Tecgarden for refurbished technology), and B2B service offerings including IT services, consumer support, and professional monitoring. The company also operates subsidiaries ESAG AG (onsite service) and Solavice GmbH (solar service), and holds exclusive service authorizations for major brands including Dreame, Roborock, Panasonic, Technics, and Hisense products.

Differentiator

Problem solved

Functional benefit

Brands

• BerryBase: The ultimate maker store - accessories and spare parts
• Serplace
• Tecgarden

Products and services

• Repair Services Professional repair services for household electronics, consumer electronics, garden products, and IT products, covering warranty and out-of-warranty repairs on behalf of multiple manufacturers.
• Service Portal Online service portal that lets end customers and business partners register repairs, follow their status, and manage RMA and spare-parts requests online.
• IT Services Scalable 1st and 2nd level IT support covering maintenance of stationary and mobile devices and networks, including setup, on-site and remote maintenance, and software/hardware rollouts for business customers.
• Consumer Services Technical support services for manufacturers including phone support/hotline, RMA processing, return management, and spare parts management on behalf of their end customers.
• Professional Services Monitoring of high-end broadcast and IT systems with telephone hotline, email support in German and English, remote maintenance, and online training for professional clients.
• Onsite Service (via ESAG AG) Professional onsite technical service and maintenance delivered through Sertronics' subsidiary ESAG AG, covering on-location support for business customers.
• Solar Service (via Solavice GmbH) Professional solar inverter service and maintenance provided through Sertronics' subsidiary Solavice GmbH, including the authorized ABB Service solar inverter portfolio.
• Serplace Online store offering Sertronics-tested certified refurbished devices at competitive prices, with each product individually tested and photographed.
• BerryBase Online maker store providing accessories, spare parts, and components for electronics enthusiasts and makers, available in Switzerland and Germany.
• Tecgarden Online store for refurbished technology offering environmentally conscious alternatives to new electronics, operated as Tecgarden in Germany.

Quantifiable outcome

• 1,000+ satisfied customers with 5-star reviews

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core, strategic and secondary.

• ESAG AGcoreStrategic or Co-development Partner · 1 January 2024Subsidiary company acquired by Sertronics in 2024, providing professional onsite service capabilities. Headquarters transferred from Wädenswil to Zurich in 2025. ESAG AG enables Sertronics to offer comprehensive on-location technical service and maintenance.
• Solavice GmbHcoreStrategic or Co-development Partner · 1 January 2022Subsidiary founded in 2022 to provide professional solar service. Solavice GmbH enables Sertronics to offer comprehensive solar inverter service and maintenance, building on the 2019 ABB Service authorization for solar inverter service.
• PanasoniccoreStrategic or Co-development PartnerExclusive authorized service provider for Panasonic and Technics products. Sertronics handles warranty repairs, out-of-warranty repairs, and technical support for Panasonic consumer electronics and professional audio equipment.
• DreamecoreStrategic or Co-development PartnerExclusive authorized service provider for Dreame products (robot vacuum cleaners and household appliances). Sertronics provides comprehensive repair and aftersales service.
• RoborockcoreStrategic or Co-development PartnerExclusive authorized service provider for Roborock robot vacuum products. Sertronics handles all warranty and repair services for Roborock devices.
• HisensecoreStrategic or Co-development PartnerExclusive authorized service provider for Hisense products. Sertronics provides repair and aftersales service support.
• ABB ServicestrategicStrategic or Co-development PartnerAuthorization by ABB Service in 2019 for solar inverter service marked Sertronics' entry into the solar service segment, subsequently leading to the founding of Solavice GmbH subsidiary.
• PhilipscoreStrategic or Co-development PartnerAuthorized repair partner for Philips Sonicare toothbrushes and other Philips consumer electronics. Provides warranty and out-of-warranty repair services.
• SonycoreStrategic or Co-development PartnerService partner for Sony mobile phones (Xperia) and other consumer electronics. Handles repairs and warranty services.
• JBLsecondaryStrategic or Co-development PartnerAuthorized repair partner for JBL audio products including speakers and headphones.
• LG ElectronicssecondaryStrategic or Co-development PartnerAuthorized repair partner for LG consumer electronics products.
• SharpsecondaryStrategic or Co-development PartnerAuthorized repair partner for Sharp consumer electronics.
• LenovosecondaryStrategic or Co-development PartnerAuthorized repair partner for Lenovo IT products and computers.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• SquareTrade (Allianz): Warranty and device protection plan provider owned by Allianz. Comparable in its role as an outsourced aftersales service partner for consumer electronics manufacturers and retailers, including extended warranty and accidental damage coverage.
• uBreakiFix (Asurion subsidiary): Largest US-based consumer electronics repair chain with extensive authorized service partnerships. Comparable as a multi-brand device repair provider serving consumer electronics, IT, and mobile devices through retail and mail-in channels.
• MediaMarkt Service: Europe's largest consumer electronics retailer with extensive in-store and centralized repair services. Comparable as a major authorized service provider for multiple OEMs across European markets, competing for the same manufacturer authorizations.
• Asurion: Global leader in device protection, warranty, and repair services. Comparable to Sertronics as an authorized service provider and aftersales outsourcer for major OEMs, though operating at vastly larger scale with a US-centric footprint.
• Geek Squad (Best Buy): Best Buy's in-house IT support and consumer electronics repair division. Comparable as a scaled provider of consumer electronics repair, IT support, and installation services for end-customers and enterprise clients.

Others

• Solera Holdings: Provider of software and services for automotive and asset lifecycle management. Comparable only loosely as an enterprise software/SaaS player in aftersales and warranty ecosystems, with limited direct overlap but adjacent market dynamics.

Emerging players

• iFixit: Open-source repair community and parts retailer. Comparable in the device repair ecosystem, particularly through its spare parts e-commerce and repair knowledge platform, though focused on enabling independent repair rather than authorized service.

Regional players

• Worten Service: Iberian consumer electronics retailer with significant in-house repair and aftersales service. Comparable as a vertically integrated consumer electronics repair provider serving brand authorizations across Southern Europe.

Direct peers

• Repair Factory: German consumer electronics repair service provider offering warranty and out-of-warranty repairs for multiple brands. Closely comparable to Sertronics as a DACH-region authorized service center competing for the same OEM authorizations.
• Euroservice: European provider of aftermarket services including consumer electronics repair and IT support. Comparable to Sertronics in offering multi-brand authorized repair services and B2B aftersales solutions across Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sertronics_ag
• TikToktiktok.com/@sertronics_ag
• LinkedInlinkedin.com/company/sertronics-ag

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 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 Sertronics