What ELMAS does

ELMAS is a Romanian private manufacturer of lifting and handling equipment, founded in 1990 and headquartered in Brașov, operating across Romania, Hungary, Bulgaria, and Moldova through 12 owned branches with a workforce of approximately 380-400. The company produces and distributes elevators (including its proprietary CIRRO A room-less, energy class A model), industrial cranes manufactured under DEMAG license, Linde Material Handling forklift trucks (including refurbished units), automated parking systems using WÖHR technology (Combiparker), automated storage systems via Hänel, John Deere forestry equipment, and metal structures for industrial, commercial, residential, retail, and construction clients.

The product portfolio combines OEM distribution with proprietary innovation developed at the company's own R&D center (€900K investment completed in 2020). Production takes place on 70,000 sqm of Brașov facilities equipped with CNC laser and plasma cutting, 5-axis CNC milling, automated flux-cored welding, and paint booths. Proprietary products include the CIRRO A elevator, UVECO UV-C cabin decontamination module, SED GSM-based remote monitoring, ARHI SAFE automated archive, and the Combiparker pilot. ELMAS holds ISCIR authorization, a RENAR-accredited testing laboratory, ISO 9001/14001/45001/50001 certifications, EN 1090 and EN ISO 3834-2 welding certifications, and CE marking under the EU Machinery and Lifts Directives.

Revenue is generated through new-equipment sales, refurbished forklift sales (2-year/2,000-hour warranty), professional services spanning consulting, design, production, assembly and after-sales, and a long-term elevator rental program launched in 2023. Pricing is project-customized and not publicly disclosed. Distribution relies on direct enterprise field sales, exclusive OEM partnerships (DEMAG, WÖHR, Linde, Mitsubishi Electric, John Deere, Hänel), and the 1234.ro e-commerce platform for accessories. Reported revenue exceeded €46 million in 2024, with exports at 12% of turnover across 15+ countries including Israel and Norway; three consecutive Elevator World "Project of the Year" awards (2019-2021) and two consecutive "Excellence in Circular Economy" recognitions underscore the company's positioning in specialty lifts and sustainable manufacturing.

Name

ELMAS

Legal name

SC ELMAS SRL

Website

https://elmas.ro

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

251–500 employees

Short description

ELMAS is a Romanian private manufacturer of lifting and handling equipment, producing elevators, industrial cranes, forklifts, automated parking systems, and metal structures for industrial, commercial, residential, and construction clients across Romania, Hungary, Bulgaria, and Moldova.

Ownership category

akta.pro rank

Product category

Material Handling Equipment

NAICS

Material Handling Equipment Manufacturing (33392), Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Commercial and Industrial Machinery and Equipment (except Automotive and Electronic) Repair and Maintenance (8113)

SIC

Construction, Mining & Materials Handling Machinery & Equip (3530), Industrial Trucks, Tractors, Trailors & Stackers (3537)

akta.pro primary industry

Crane & Hoist Installation, Inspection & Maintenance Services (IMAHAJAM)

akta.pro secondary industries

Elevator, Escalator & Lift Maintenance (IMAIABAF), Workshop Tools, Equipment & Lift Systems Distribution (TLAKAOAM)

Keywords

• Industrial cranes manufacturing
• Material handling equipment
• Automated parking systems
• Passenger elevator manufacturing
• Forklift distribution services

Headquarters

HQ city

Brasov

HQ country

Romania

HQ region

Europe

Offices12 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Sale of lifting and handling equipment including elevators, industrial cranes, forklifts, storage systems, metal structures, forestry machinery. Both manufactured in-house and distributed under license/partnership.
2. Professional Services: Integrated services including consulting, design, production, assembly, testing laboratory, expertise, and after-sales service. Services are customized to customer requirements through the national branch network.
3. Forklift Refurbishment: Reuse of viable components from decommissioned forklifts, testing and rehabilitation for reassembly into reliable equipment. Product sold or rented after remanufacturing.
4. Elevator Rental: Long-term elevator rental service launched in 2023 as an alternative to modernization or purchase, with premium quality products as the core prerequisite.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

ELMAS manufactures, distributes, and services industrial lifting and handling equipment in Romania and neighboring markets: elevators (ELMAS-branded including the proprietary CIRRO A machine-room-less unit), industrial cranes produced under DEMAG license, forklift trucks distributed as exclusive Linde Material Handling dealer (with a dedicated refurbishment/remufacturing line), automated parking systems built on WÖHR technology, automated storage and archives (Hänel-based), metal structures, and forestry equipment (John Deere). End-to-end services—consulting, design, production, assembly, RENAR-accredited testing laboratory, ISCIR-authorized technical expertise, and after-sales support—are delivered through 12 branches in Romania, Hungary, Bulgaria, and Moldova, complemented by a national service call center and the 1234.ro e-commerce platform for safety accessories.

Product overview

ELMAS is a Romanian lifting and handling equipment manufacturer offering a comprehensive portfolio of products and services. The core offering includes ELMAS-branded elevators (including the CIRRO A electric elevator), industrial cranes (DEMAG-licensed overhead cranes and portal cranes, plus proprietary jib cranes), Linde Material Handling forklift trucks with refurbishment services, and automated parking systems (WÖHR-based Combiparker). Supporting products include UVECO air purification modules for elevators, SED remote monitoring systems, mobile battery charging stations, automated archives (ARHI SAFE with Hänel), and storage systems. The company serves industrial, commercial, residential, retail, and construction sectors with consulting, design, production, assembly, testing, expertise, and service capabilities across 11 national and regional branches.

Differentiator

Problem solved

Functional benefit

Brands

• CIRRO: Electric elevator without machine room, designed for high energy efficiency, classified in energetic class A, manufactured in Romania. Available in two variants (450kg and 630kg load capacity).
• UVECO
• ARHI SAFE
• SED
• Elmas Combiparker

Products and services

• ELMAS Brand Elevators Passenger and freight elevators manufactured under the ELMAS brand for commercial and industrial buildings; available as full elevator units including controls, cabin, drive system and installation.
• CIRRO A Electric Elevator Proprietary room-less electric elevator with energy class A rating for medium-height buildings. Available in 450 kg and 630 kg load variants, 1 m/s speed, 25-year operational lifespan, low noise and reduced maintenance. Made in Romania.
• Industrial Cranes (DEMAG-licensed) Complete range of DEMAG industrial overhead cranes, gantry cranes and jib cranes manufactured in Romania under DEMAG license; available up to 360 tonnes lifting capacity.
• Portal Cranes Single-girder portal cranes for industrial halls and warehouses; manufactured at Brașov with 30m+8m span, 5,000 kg nominal capacity, outdoor operation, dual control (cabin or ground with radio joystick), LED lighting, anti-icing system.
• Jib Cranes ELMAS-designed jib cranes for loads up to 2,000 kg; available in IPE and I profile versions; configurable with electric, pneumatic, or manual hoists.
• Linde Material Handling Forklift Trucks Full range of Linde Material Handling forklifts — diesel, electric, electric pallet trucks, reach trucks, and automated solutions — sold, serviced, and refurbished through ELMAS's national network.
• Refurbished / Remanufactured Forklifts Refurbished Linde forklifts sold or rented after full disassembly, testing, replacement of worn components; backed by a 2-year/2,000-hour warranty and rated for a 10-year operational lifespan.
• UVECO UV-C Air Decontamination Module Standalone UV-C air decontamination module for elevator cabins; neutralizes up to 99% of bacteria, viruses and fungi; scalable 1+ modules per cabin; 18,000-hour lamp life; sold as an installable add-on unit for elevators.
• Mobile Industrial Battery Charging Stations Container-type mobile stations designed and developed by ELMAS for charging industrial traction batteries outdoors; available for purchase or rental.
• SED Remote Equipment Monitoring System GSM-based remote monitoring system using microprogrammed electronics for any equipment with electrical-signal events; delivers data via SMS or CSD with dedicated PC/smartphone/tablet dispatch interface.
• ELMAS Combiparker Automated Parking System Automated parking system using WÖHR technology, adapted for Romanian market. Suprateran configuration (1 row, 4 columns, 5 levels); stores up to 25 cars on approximately 80 sqm; includes 24/7 remote monitoring.
• ARHI SAFE Automated Vertical Archive Automated vertical archive using the Hänel Lean Lift system. Occupies 25 sqm floor space; stores up to 19 tonnes of documents across 86 containers; integrated climate control (heating, cooling, dehumidification); ERP integration capable.
• WÖHR Automated Parking Systems (distribution) Automated parking systems from German manufacturer WÖHR Autoparksysteme, distributed and installed in Romania by ELMAS under exclusive partnership since 2000.
• Hänel Automated Storage Systems (distribution) Automated storage systems from German manufacturer Hänel — rotary and vertical carousels and Lean-Lift storage systems — distributed in Romania by ELMAS since 2003.
• John Deere Forestry Equipment (distribution) Forestry machinery from John Deere — forwarders, articulated tractors, harvesters and accessories — distributed in Romania by ELMAS since 2010.
• Mitsubishi Electric Elevators (distribution) Mitsubishi Electric elevators — sold, installed and serviced in Romania by ELMAS since 2011.
• Custom-Engineered Special-Purpose Elevator Platforms (e.g., 'Pasărea Măiastră') Bespoke special-purpose elevator and lift platforms engineered for distinctive projects (e.g., 'Pasărea Măiastră' hydraulic panoramic platform with 9m travel and 360° glass cabin). Available for architect-led, cultural and unique-building applications.

Quantifiable outcome

• Export represents 12% of company revenue and growing year-over-year
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Universitatea Transilvania Brașov – Facultatea de Inginerie MecanicăminorStrategic or Co-development Partner · 1 January 2021Active partnership in the 'Carieră de Succes în Științele Inginerești' project co-financed by the European Social Fund. Provides internship opportunities for mechanical engineering students. 6 students from first internship batch hired as full-time employees.
• Camera de Comerț și Industrie Brașov (CCIBV)minorStrategic or Co-development Partner · 1 January 2021Partnership with CCIBV for the 'Carieră de Succes în Științele Inginerești' project and National Top of Companies awards program.
• Școala Profesională KronstadtminorStrategic or Co-development Partner · 1 January 2021Founding member of Școala Profesională Kronstadt, the first Romanian vocational school adopting the German dual education model. One of 11 world-class companies supporting the school in Brașov area.
• Mitsubishi Electric ElevatorminorChannel Partner/ Reseller/ Distributor · 1 January 2011Distributor of Mitsubishi Electric elevators in Romania since 2011. Japanese manufacturer of elevator systems.
• John Deere ForestryminorChannel Partner/ Reseller/ Distributor · 1 January 2010Dealer for John Deere forestry equipment in Romania since 2010. Includes forwarders, articulated tractors, harvesters, and accessories.
• HänelminorChannel Partner/ Reseller/ Distributor · 1 January 2003Partner since 2003 for automated storage systems. Hänel Lean Lift system used in ELMAS's own ARHI SAFE automated archive solution. German manufacturer of rotary and vertical carousels and Lean-Lift storage systems.
• WÖHR Autoparksysteme GmbHcoreChannel Partner/ Reseller/ Distributor · 1 January 2000Exclusive partner in Romania for over 20 years. Distributes and installs WÖHR automated parking systems. ELMAS Combiparker pilot project uses WÖHR technology adapted for Romanian market. WÖHR is a German manufacturer of automated parking solutions.
• Linde Material HandlingcoreChannel Partner/ Reseller/ Distributor · 1 January 1996Dealer in Romania since 1996 for the complete range of Linde forklifts. Also authorized for refurbishment/remanufacturing of Linde forklifts (inaugurated 2016 refurbishment line in Brașov). Hosts Linde roadshow events nationally.
• DEMAG Cranes & ComponentscoreChannel Partner/ Reseller/ Distributor · 1 January 1993Exclusive representative since 1993 for overhead cranes and components. Since 2005, ELMAS produces DEMAG industrial crane systems under license in Romania. DEMAG is a German manufacturer of industrial cranes and material handling equipment.
• Mobilev CranesminorChannel Partner/ Reseller/ DistributorPartnership for electrohydraulic mobile cranes, handling loads up to 20 tonnes.

Scale indicators24 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• STILL GmbH: KION subsidiary and forklift/intralogistics OEM (sister company to Linde Material Handling). Competes directly with ELMAS's Linde dealership on forklift sales, service, and warehouse automation in CEE.
• Jungheinrich AG: German manufacturer of forklifts, pallet trucks, and warehouse equipment — directly competes with ELMAS's Linde dealership business. Both operate dealer-direct forklift models with refurbishment/remanufacturing lines and intralogistics solutions in CEE markets.
• Konecranes Plc: Finnish global leader in industrial cranes, lifting equipment, and material handling — directly competes with ELMAS's DEMAG-licensed industrial crane manufacturing and portal/jib crane offerings, including service and maintenance across Europe.
• Otis Worldwide Corporation: Global elevator OEM with operations in Romania and CEE. Competes head-to-head with ELMAS on passenger/freight elevators, service contracts, and modernization in commercial and industrial buildings.
• Schindler Group: Swiss elevator and escalator manufacturer with significant Romanian and CEE operations. Competes with ELMAS on elevators, maintenance services, and the same industrial/commercial customer base ELMAS serves via its branch network.
• Toyota Material Handling: World's largest forklift manufacturer with growing CEE presence. Competes with ELMAS's Linde dealership on new forklift sales, rental, and service contracts in industrial and logistics customer segments.
• Manitou Group: French material handling equipment OEM covering forklifts, telehandlers, and aerial work platforms. Overlaps with ELMAS's material handling, forestry equipment distribution, and industrial lifting product categories across European markets.
• KONE Corporation: Finnish elevator and escalator OEM with strong Romanian and CEE presence. Directly competes with ELMAS's CIRRO A elevator line, special-purpose lifts, and modernization services across the same commercial/residential customer segments.

Broad incumbents

• Haulotte Group: French manufacturer of aerial work platforms and material handling equipment. Competes with ELMAS in adjacent lifting-equipment categories and the same industrial/construction end markets across Europe.
• Terex Corporation: Global industrial equipment conglomerate covering cranes, aerial work platforms, and material processing. As a broad incumbent, Terex/MPT competes with ELMAS's industrial crane portfolio and broader lifting/handling offerings, though not specialized in CEE distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ElmasRomania
• LinkedInlinkedin.com/company/elmas-s.r.l.

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries11 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 ELMAS