Sales Rental

What Sales Rental does

SR GmbH (Sales Rental) is a Swiss IT solutions provider founded in 1994 and headquartered in Saanen, Switzerland, specializing in software, hardware, and storage solutions for sports rental and retail businesses. The company sells and services the proprietary S|R Software suite — including S|R Retail (POS), S|R Rental, S|R Check-In, S|R Depot, S|R Ticket, and S|R Digital Signage — built on a SQL database with Windows-based clients and complemented by the KySoft cloud platform and REST API for third-party integration. The product portfolio extends beyond software to include customized PCs and POS terminals, stainless steel storage systems for winter sports equipment, and the AraBon odor elimination product.

The company operates as a sales-led, direct-to-customer business, primarily serving SMBs in the Swiss sports rental and retail market (ski, snowboard, bike, outdoor). Revenue is generated through software license sales and rentals (with 1, 3, or 6-month user license rentals for seasonal businesses), hardware sales, recurring maintenance and support contracts, IT services (network setup, security, server maintenance, IT checks for SMEs), and storage solution installations. Financing for hardware purchases is facilitated through a partnership with Grenke. Distribution is via the salesrental.ch website, an e-commerce shop, and direct sales engagement.

SR GmbH is a privately held, family-owned Swiss GmbH with no external investors, no subsidiaries, and no public listing. The company has roughly 10 named team members led by co-founders Christian Gafner (Owner & Director since 1994) and Heidi Gafner-Kiser (Owner & Managing Director since 1998), with generational succession signaled by the 2024 arrival of their son Severin Gafner. The 30+ year operating history, bpa certification, and a customer base that includes regional Switzerland-based sports retailers (Willy Sport, SportXX Amriswil, SB Sports) underpin its position in a narrow but defensible Swiss niche.

Name

Sales Rental

Legal name

SR GmbH

Website

https://salesrental.ch

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

SR GmbH (Sales Rental) is a Swiss family-owned IT provider founded in 1994, specializing in proprietary POS, rental, and check-in software alongside hardware and storage solutions for SMB sports rental and retail businesses across Switzerland.

Ownership category

akta.pro rank

Product category

Vertical Software for Sports Rental and Retail

NAICS

Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (423430)

SIC

Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro industry

PRIMARYHSAFAHAH

Home Gym & Sports Equipment Storage Systems (Non-Construction)

Home & Personal Services/Home Organization & Decluttering/Storage Systems Planning & Installation (Non-Construction)

SECONDARYHSAFADAE

Sports & Recreation Gear Organization (Bikes, Skis, Camping)

Home & Personal Services/Home Organization & Decluttering/Garage, Basement & Attic Organization

Keywords

• Rental management software
• Sports point of sale
• IT services SMEs
• Stainless steel storage
• Cloud reservation system

Headquarters

HQ city

Saanen

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licenses: Sales and rental of proprietary S|R Software licenses for retail, rental, check-in, depot, and ticketing operations. Includes maintenance and support contracts.
2. Hardware Sales: Sale of IT hardware including PCs, servers, point-of-sale terminals, touch monitors, peripheral devices, and inventory equipment. Custom PC configurations available.
3. IT Services: Network setup, security, mobility, server maintenance, IT checks for SMEs, and professional services including training courses (Basic, Advanced, Expert, Individual).
4. Storage Solutions: Sale and installation of stainless steel storage solutions for winter sports equipment, bikes, and general storage including AraBon odor elimination products.
5. Financing Services: Financing options for hardware and equipment purchases through partnerships with Grenke and other financing providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

SR GmbH (Sales Rental) develops, distributes, and supports the S|R software suite — modular ERP, POS, rental, check-in, depot, ticketing, and digital signage solutions — for sports rental and retail businesses in Switzerland. The company complements this software with customized IT hardware (PCs, POS terminals, peripherals), stainless steel storage systems for winter sports and bikes, and IT infrastructure services (network, security, server maintenance, IT checks, training) for SMEs. KySoft cloud hosting and an online reservation platform (Skipline) round out the offering for sports operators.

Product overview

SR GmbH operates as an IT solutions provider for sports retail and rental businesses, offering a modular software ecosystem branded as S|R (Sales|Rental). The core product line consists of S|R Retail for point-of-sale operations and inventory management, S|R Rental for equipment rental workflow management, and S|R Check-In for customer processing. Supporting modules include S|R Depot (storage/locker management), S|R Ticket (event ticketing), S|R Digital Signage (display management), and S|R Schnittstellen (integration interfaces). The company also offers KySoft Cloud for hosted deployments and provides complementary hardware including customized PCs, POS terminals, stainless steel storage systems, and the AraBon odor elimination system. All products are primarily targeted at ski, outdoor sports, and recreation businesses in the Swiss and European markets.

Differentiator

Problem solved

Functional benefit

Brands

• S|R Retail: Point of sale (POS) and cash register system for retail operations.
• S|R Rental
• S|R Check-In
• S|R Depot
• S|R Ticket
• S|R Digital Signage
• KySoft
• AraBon
• SR-CH Taskbar

Products and services

• S|R Retail (SR Kasse) Point-of-sale (POS) and cash register system with inventory management for retail operations, including barcode scanning, multi-payment processing, daily closing reports, and integration with the broader S|R software ecosystem. Used by sports and non-sports retailers such as Hählen - Bed & Baby.
• S|R Rental Equipment rental management system handling the complete rental workflow from customer intake through equipment assignment, return processing, and inventory tracking for ski, snowboard, bike, and other sports equipment rental shops.
• S|R Check-In Customer check-in and registration module that automates visitor processing for rental and retail establishments, including digital signature capture and ID verification workflows.
• S|R Depot Equipment storage and locker management system for tracking stored items, managing secure access, and handling customer depot operations.
• S|R Ticket Event ticketing and admission control system for managing entry to sports facilities, events, and attractions with configurable pricing and access rules.
• S|R Digital Signage Digital display management system for in-store signage, promotional content, and customer-facing information screens in retail and rental environments.
• KySoft Cloud Solution Cloud-hosted deployment platform for S|R software, providing remote access, managed infrastructure, and reduced local IT requirements for sports retail and rental customers.
• Customized PC and IT Hardware Tailored computer systems and peripherals configured to work with S|R software, including workstations, servers, touch-screen POS terminals, and inventory devices sold through the company shop.
• Stainless Steel Storage Systems Custom-built storage units for winter sports equipment (skis, snowboards, skates) and bicycles, constructed from stainless steel with various configurations including drying racks, lockers, and benches.
• AraBon Odor Elimination System Odor elimination system for equipment storage areas, designed for ski, snowboard, and sports equipment storage facilities.
• IT Services for SMEs (KMU) IT infrastructure services covering network setup, IT security, mobility, server maintenance, IT checks for SMEs, and professional training courses (Basic, Advanced, Expert, Individual) delivered to small and medium-sized businesses.
• CoWorking Space Co-working workspace offered at the company's Saanen location.

Quantifiable outcome

• Online reservations can generate up to 3x revenue and double online booking rates
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Mount10coreTechnology or Integration · 1 January 2014Mount10 provides backup solutions for customers. Partnership established in 2014 to offer data backup services to SR software customers.
• GrenkeminorChannel Partner/ Reseller/ DistributorGrenke provides leasing and financing options for customers purchasing hardware and equipment through SR GmbH.
• ProGlovecoreTechnology or IntegrationProGlove provides hands-free barcode scanning solutions. SR GmbH integrates ProGlove scanners with their S|R Software for efficient inventory management.
• TreibaufminorOthersRegional business partner in Switzerland.
• Rodo-ComputerminorOthersRegional business partner in Switzerland.
• KNOLL GruppeminorOthersRegional business partner from Germany.
• DTf Sports RentalminorOthersSports rental business partner.
• Destination GstaadminorOthersRegional tourism organization that SR GmbH supports through sponsorship.
• FC ThunminorOthersSR GmbH supports the FC Thun 'Friends of FC Thun from Saanenland' group, providing financial support to the club.
• S|R Software (Germany)coreTechnology or IntegrationS|R Software manufacturer based in Dreieich, Germany. SR GmbH is a sales and service partner for S|R Software products in Switzerland.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Rentle: Rentle provides online rental software for small and mid-sized rental businesses, with strong focus on sports and outdoor gear such as bikes, skis, and water sports. It is comparable to SR GmbH because it targets the same sports-rental SMB customer with a modern SaaS experience.
• Booqable: Booqable provides cloud-based rental management software for SMBs in sports, events, and equipment rental. It is a direct peer because both companies target the rental-management workflow with similar POS, check-in, and inventory features for sports and equipment rental operators.
• Rentman: Rentman offers rental management software for equipment rental businesses, including scheduling, inventory, and crew management. It competes with SR GmbH's S|R Rental module in serving rental operators that need multi-asset workflow tools.
• EZRentOut: EZRentOut delivers equipment rental management software for SMBs across multiple verticals including sports and outdoor gear. It is a direct peer to SR GmbH because both address rental reservations, check-in/check-out, and POS functionality for small rental businesses.
• HireHop: HireHop is equipment rental software covering inventory, quotations, contracts, and dispatch. It competes with SR GmbH in the rental management software category and is relevant as an alternative for SMB sports and equipment rental operators.

Broad incumbents

• Lightspeed: Lightspeed provides cloud POS and retail management software broadly across SMB retail verticals. It is comparable to SR GmbH as a broad incumbent alternative for the POS and inventory capabilities of S|R Retail, even though it does not specialize in sports rental.
• SKIDATA: SKIDATA provides access and ticketing systems for ski resorts, sports venues, and attractions globally. It is a broad incumbent peer for the ticketing, access, and resort-facing capabilities of S|R Ticket within the same ski and sports end-market.
• Square (Block): Square offers point-of-sale, payments, and retail management tools used by millions of small businesses. It is comparable to SR GmbH as a horizontal retail-tech alternative for the POS/cash-register functionality that S|R Retail delivers to sports and other retailers.
• AXESS: AXESS delivers ticketing, access control, and management solutions for ski resorts and sports facilities. It is comparable to SR GmbH because both serve the alpine sports market with technology that includes ticketing and customer access, even though AXESS focuses on the resort rather than the rental operator.

Emerging players

• Yuma: Yuma is an emerging POS and retail management platform purpose-built for independent retail SMBs. It is comparable to SR GmbH as a modern challenger to S|R Retail for small retailers, though it is not specialized in sports rental.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/SR3780
• Facebookfacebook.com/salesrental.ch
• LinkedInlinkedin.com/company/sr-sales-rental-gmbh
• Instagraminstagram.com/sr_gmbh

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 Sales Rental