What Grupo Penta does

Grupo Penta (legal entity GRUPO PENTA PROYECTOS Y STANDS, S.L.) is a privately held Spanish project-based services firm founded in 1998 by brothers Joaquín and Juanjo Muñoz and headquartered in Algete, Madrid. The company designs, produces, and installs custom exhibition stands for trade fairs, corporate showrooms and commercial spaces (offices, retail, restaurants), and organizes physical and virtual medical and financial congresses. It targets large Spanish and European multinationals as enterprise clients, with publicly cited accounts including Pirelli, 3M, KaVo Dental, Schaeffler, SES Astra, Crédito y Caución, Acciona Energía, Gentalia, Festina Lotus, and Straumann.

The firm operates three core product lines — Stands Feriales, Showrooms/Espacios Corporativos, and Congresos Médicos y Financieros — supplemented by modular/reusable stands, international mounting services through a network of local collaborators, and virtual event creation. Underlying technology is centered on modular and reusable stand systems built with FSC/PEFC-certified wood-based boards, water-based paints, and low-consumption LED lighting, supported by in-house warehousing and refurbishment facilities at the Algete site for re-deploying components across events.

Revenue is generated through professional-services contracts that are custom-quoted per project based on specifications, with no publicly disclosed pricing or standardized packages. The go-to-motion is direct enterprise sales, in which founders engage management-to-management from project initiation to delivery, and the firm positions itself as an exclusive stand supplier per fair to eliminate conflict-of-interest concerns. The active client base is small and concentrated (~48 enterprise accounts across roughly 60 European exhibition and congress venues), with multiple relationships spanning 9–20 years, providing a stable but narrow revenue base with limited diversification outside large multinationals in Spain and Western Europe.

Name

Grupo Penta

Legal name

GRUPO PENTA PROYECTOS Y STANDS, S.L.

Website

https://grupo-penta.com

Company type

Private

Founded year

1998

Operating status

Operating

Short description

Grupo Penta is a Spanish project-based services firm designing and constructing custom exhibition stands, corporate showrooms, and medical/financial congress experiences for large European multinationals. Founded in 1998, it serves roughly 48 enterprise clients across 60 European exhibition venues, with proprietary modular and reusable stand systems.

Ownership category

akta.pro rank

Product category

Exhibition Stand Design & Construction

NAICS

Convention and Trade Show Organizers (561920), Indoor and Outdoor Display Advertising (541850)

SIC

Millwood, Veneer, Plywood, & Structural Wood Members (2430)

akta.pro primary industry

Trade Show & Exhibition Marketing (Booth Design/Build) (MPAAAGAC)

akta.pro secondary industries

Modular & Portable Display Systems (Pop-Ups, Tension Fabric, Kits) (THAHAHAC), Event Signage, Props & Custom Installations (HSACAOAG)

Keywords

• Exhibition stand design
• Trade show construction
• Corporate showroom design
• Modular booth systems
• Congress event management

Headquarters

HQ city

Algete

HQ country

Spain

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. Exhibition Stand Design and Construction: Project-based revenue from designing, constructing, and installing custom and modular exhibition stands for trade fairs and events. Long-term contracts with major corporate clients.
2. Corporate Showrooms and Spaces: Design and construction of corporate showrooms and commercial spaces, including offices, retail environments, and restaurants
3. Medical and Financial Congress Management: Organization and execution support for medical and financial congresses and events, both physical and virtual

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Grupo Penta designs, manufactures, and installs custom and modular exhibition stands for trade fairs and congresses, builds high-impact corporate showrooms and commercial spaces, and provides end-to-end organization for medical and financial congresses (physical and virtual). The company operates its own production facility and warehouse for stand refurbishment and reuse, and runs international installation projects through a network of local collaborators across European exhibition venues.

Product overview

Grupo Penta is a specialized provider of trade show booths, exhibition stands, and corporate spaces with over 25 years of experience. The company operates as a single unified offering centered on custom and modular exhibition design services. The core products include Trade Show Stands (Stands Feriales) for major exhibitions, Corporate Showrooms (Showrooms/Espacios Corporativos), and Congress Solutions (Congresos Médicos y Financieros). The company differentiates through modular/reusable stands, international installation services, and virtual event capabilities. The portfolio spans medical, financial, dental, real estate, and other industry sectors across Spain and Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Stands Feriales (Trade Show Stands) Custom-designed, high-impact exhibition stands and booths built for trade fairs and major events across Spain and Europe, featuring premium finishes and bespoke design. Targeted at large corporations and brands seeking distinctive presence at trade events.
• Showrooms / Espacios Corporativos (Corporate Showrooms and Spaces) Design and construction of high-impact corporate showrooms and commercial spaces (offices, retail environments, restaurants) using the latest design trends and premium materials. For enterprise clients seeking compelling brand environments.
• Congresos Médicos y Financieros (Medical and Financial Congress Solutions) Specialized exhibition solutions and full congress organization for medical and financial sector events, leveraging 22+ years of sector-specific expertise and long-term contracts. For pharmaceutical, medical device, and financial industry clients.
• Stands Modulares / Reutilizables (Modular and Reusable Stands) Modular exhibition stands designed for complete reuse across events, built with eco-friendly materials (~80% wood-based boards, water-based paints, low-consumption LED lighting, FSC/PEFC certified laminates) and supported by the company's proprietary storage facilities. For clients prioritizing sustainability and reduced carbon footprint.
• Montajes Internacionales (International Installation Services) International stand installation and dismantling services backed by a network of local collaborators across major European exhibition venues, with expertise in local regulations and requirements. For corporate clients exhibiting at trade fairs outside Spain.
• Eventos Virtuales (Virtual Events) Creation and execution of virtual events leveraging the company's organizational expertise in an unlimited virtual environment. For clients needing hybrid or fully virtual congress and event experiences.

Quantifiable outcome

• 38,000+ square meters of exhibition stands mounted
• +3 more outcomes

Named customers16 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Freeman: World's largest brand experience company offering full-service event production, custom exhibit design, and logistics — a much larger incumbent in the same enterprise booth/exhibit services category.
• MCH Group: Swiss-based live marketing and exhibition organizer operating major venues (e.g., Art Basel) and providing event services — adjacent incumbent with broader portfolio in event management that touches Grupo Penta's medical/financial congress verticals.
• Koelnmesse: German trade fair organizer and venue operator running many of the European congress venues where Grupo Penta installs stands — adjacent incumbent that both competes and cooperates with stand builders.
• Jack Morton Worldwide: Global experiential brand agency (part of IPG) creating event experiences, exhibits, and brand environments for enterprise clients — broader scope than Grupo Penta but overlaps on the exhibition/exhibit design-build function.
• Messe Frankfurt: One of the world's largest trade fair organizers, operating global exhibition venues and event services — an adjacent incumbent whose venues host many of the events Grupo Penta serves as a stand builder.

Direct peers

• GES (Global Experience Specialists): Global provider of exhibition services including custom stand design, fabrication, and on-site logistics, serving many of the same multinational exhibitors Grupo Penta targets across major trade shows worldwide.
• GL Events: French-headquartered global event services group providing exhibition stand design, build, and installation across Europe, Asia, and the Americas — a direct functional competitor in trade show booth construction for enterprise clients.
• Hamilton Exhibits: US-based custom exhibit and event environment builder for trade shows, corporate events, and museums — comparable in offering custom modular and bespoke display systems to enterprise clients.
• Czarnowski: Experiential marketing and exhibit-building firm delivering custom trade show stands and corporate environments for major B2B brands — directly overlapping with Grupo Penta's custom booth design and build value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/grupo-penta-eventos-y-stands

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grupo Penta