Sorena
Sorena is one of Iran's largest soft-franchise grocery networks, aggregating 8,000+ independent neighborhood retailers under a unified brand, centralized supply chain of 200+ suppliers, and an integrated online supermarket, as a subsidiary of Golrang Industrial Group.
- Company typePrivate
- Founded2017
- HeadquartersTehran, Iran
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What Sorena does
Sorena (legal entity: Setareh-ye Talayi Sina / ستاره طلایی سینا) is one of Iran's largest soft-franchise grocery retail networks, operating as a subsidiary of Golrang Industrial Group and Ofoq-e Koorosh Holding. Rather than owning retail locations outright, Sorena aggregates independent neighborhood grocers under a unified brand, supplying them through a centralized procurement network of 200+ suppliers carrying 1,500+ SKUs across food, beverages, personal care, and household categories. The reported network totals 8,000+ franchise branches nationwide, with one source citing ~13,000 total locations (6,000 branded with Sorena visual identity and 7,000 affiliated non-branded stores), and a stated target of 10,000 branches by end of Iranian year 1404 (March 2026).
The underlying platform comprises a public-facing website (surenacs.com), an integrated online supermarket enabling direct-to-consumer home delivery (with 2-hour fulfillment in Tehran), a franchise management portal, a CRM layer for franchisees, and a unified sales/inventory system. The platform also integrates with Iran's National Trade Single Window (سامانه جامع تجارت) for electronic verification of tobacco purchase invoices, embedding regulatory compliance into the franchise infrastructure. A premium sub-brand, Sorena Plus, operates in higher-income Tehran neighborhoods.
Sorena's business model is a B2B2C franchise-plus-wholesale hybrid. Franchisees commit to a minimum monthly purchase of ~100 million Iranian Tomans (IRT) from Sorena's supply chain and a minimum daily store-level sales volume of ~40 million IRT, in exchange for branded signage, training, marketing support, and digital infrastructure. Sorena earns revenue through wholesale margin on goods supplied to franchise stores, complemented by direct online supermarket sales. Franchisees are not bound by product purchase quotas — a deliberate 'soft franchise' differentiator versus traditional franchise systems. The company also has a dedicated B2B franchise recruitment motion using inbound phone inquiries, an electronic application form, and direct sales consultants.
Sorena firmographics
Firmographics- Name
- Sorena
- Legal name
- شرکت ستاره طلایی سینا (Setareh-ye Talayi Sina / Setareh Talaei Sina)
- Website
- https://surenacs.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Sorena is one of Iran's largest soft-franchise grocery networks, aggregating 8,000+ independent neighborhood retailers under a unified brand, centralized supply chain of 200+ suppliers, and an integrated online supermarket, as a subsidiary of Golrang Industrial Group.
- Ownership category
- akta.pro rank
Sorena industry classification
Industry- Product category
- Retail Franchise Services
- NAICS
- Grocery and Related Product Merchant Wholesalers (4244)
- SIC
- Retail-Convenience Stores (5412), Wholesale-Groceries, General Line (5141)
- akta.pro primary industry
- Chain vs. Independent Convenience Retail (Franchise/Dealer-Owned) (CRAHABAG)
- akta.pro secondary industry
- Soft Discount / Discount Supermarkets (EDLP) (CRAHADAE)
Keywords
Where Sorena is headquartered
LocationHeadquarters
- HQ city
- Tehran
- HQ country
- Iran
- HQ region
- Middle East
Offices1 record
Markets served
Sorena business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Franchise Membership & Store Network Revenue: Sorena generates revenue primarily by operating a franchise network of independent retailers. Franchisees pay for access to the Sorena brand, receive a branded storefront sign, and purchase supplies through Sorena's supply chain. While explicit franchise fees are not itemized on the public website, the membership structure with minimum monthly purchase commitments of ~100 million Tomans per store is the core revenue mechanism.
- Supply Chain & Wholesale Product Sales: Sorena supplies franchisee stores with goods sourced from its network of 200+ suppliers. The company functions as a central purchasing body, aggregating demand from thousands of franchise stores and negotiating favorable terms with suppliers. Revenue is generated through the margin on goods sold to member stores.
- Online Supermarket Sales: Sorena operates an online supermarket (surenacs.com/shop) that sells products directly to end consumers. Orders are fulfilled either from nearby franchise stores or from dedicated distribution points, with delivery within 2 hours in Tehran.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Franchisee Minimum Purchase Commitment |
| Other | Multi-year contract | Store Premise Requirements |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Sorena product offering
Product offeringCore offering
Sorena operates a soft franchise (فرانچایز نرم) platform for independent grocery retailers in Iran, providing a national brand identity, signage, training, marketing support, and a centralized supply chain aggregating 200+ suppliers and 1,500+ SKUs to over 8,000 affiliated stores nationwide without imposing product purchase mandates on franchisees. In parallel, Sorena runs a direct-to-consumer online supermarket (surenacs.com) with home delivery, primarily within Tehran. Revenue is generated via supply chain margins on goods sold to franchisees and direct retail sales through the e-commerce platform.
Product overview
Sorena operates as a unified soft franchise network for independent grocery retailers in Iran, combining a franchise model with an online supermarket platform. The core offering provides independent retailers with supply chain management, competitive transparent pricing without product mandates, ongoing marketing support, training, and digital infrastructure. The network spans over 13,000 store branches nationwide, with approximately 6,000 operating under Sorena's brand identity and 7,000 as affiliated stores. The online supermarket channel enables customer ordering with fast delivery across the country. The portfolio also includes a network of over 200 suppliers providing diverse product categories including food, beverages, personal care, and household items.
Differentiator
Problem solved
Functional benefit
Brands
- سورنا پلاس (Surena Plus): A sub-brand/store format of Sorena offering premium imported and specialty food products, with locations in Tehran such as Vanak and Andarzish.
Products and services
- Sorena Countrywide Stores Franchise (فرانچایز فروشگاههای سراسری سورنا) A soft franchise offering for independent grocery retailers across Iran. Franchisees receive the Sorena brand, in-store signage, training, marketing support, digital infrastructure (online supermarket, CRM, integrated sales system), and access to a centralized supply chain of 200+ suppliers and 1,500+ SKUs without being forced to purchase specific products. Requirements include a valid business license (پروانه کسب), minimum 40 sqm premises, minimum daily sales of approximately IRR 40 million, and a minimum monthly purchase commitment of approximately IRR 100 million.
- Sorena Online Supermarket (سوپرمارکت اینترنتی سورنا) Direct-to-consumer e-commerce supermarket operated by Sorena, allowing end customers to order grocery and household products online with home delivery. Orders can be fulfilled from nearby franchise stores or dedicated distribution points, with delivery within approximately 2 hours in Tehran and scheduled delivery to other areas.
- Sorena Plus (سورنا پلاس) A premium sub-brand/store format of Sorena offering specialty and imported food products at locations within Tehran, operated as part of the broader Sorena franchise network.
Quantifiable outcome
- Vision to reach 10,000 franchise stores nationwide by end of Iranian year 1404
- +2 more outcomes
Companies that use Sorena
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Sorena technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Sorena partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and major.
- Golrang Industrial Group (گروه صنعتی گلرنگ)coreSorena (Setareh Talaei Sina) is a subsidiary and flagship retail brand of Golrang Industrial Group. Golrang is a large Iranian industrial conglomerate operating across multiple sectors including retail, food, personal care, and household products. Sorena benefits from Golrang's brand portfolio, supplier relationships, and organizational infrastructure as its primary strategic parent.
- Ofoq Koorosh Holding (هلدینگ افق کوروش)coreSorena operates as part of the Ofoq Koorosh Holding structure, which is aligned with Golrang Industrial Group's broader corporate ecosystem. The holding provides strategic direction, financial backing, and cross-company synergies for Sorena's franchise expansion.
- Golrang (گلرنگ) - Supply PartnermajorGolrang is one of Sorena's key product suppliers, providing branded consumer goods (food, personal care, household products) that are sold through Sorena's franchise store network. The supply relationship positions Golrang's products prominently within Sorena's nationwide retail footprint.
- Famila (فامیلا) - Supply PartnermajorFamila is a key supplier to Sorena, providing a wide range of products including cooking oils (olive, sunflower, canola, sesame, corn), canned goods, olives, and spices. Famila's products are prominently featured in Sorena's online and physical stores.
- Avila (اویلا) - Supply PartnermajorAvila is a major food and consumer goods brand supplying Sorena's franchise network. Products include cooking oils (canola, margarine), canned tuna, tomato paste, and more.
- Sunstar (سان استار) - Supply PartnermajorSunstar (سان استار) supplies Sorena's network with fruit juices and beverages. The company is recognized for producing natural juices without artificial colors or preservatives.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Sorena competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Sorena social profiles
Digital presenceSorena financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sorena leadership team
Management profileNumber of profiles
Sorena funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sorena M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sorena
What does Sorena do?
Sorena operates a soft franchise (فرانچایز نرم) platform for independent grocery retailers in Iran, providing a national brand identity, signage, training, marketing support, and a centralized supply chain aggregating 200+ suppliers and 1,500+ SKUs to over 8,000 affiliated stores nationwide without imposing product purchase mandates on franchisees. In parallel, Sorena runs a direct-to-consumer online supermarket (surenacs.com) with home delivery, primarily within Tehran. Revenue is generated via supply chain margins on goods sold to franchisees and direct retail sales through the e-commerce platform.
Is Sorena a public or private company?
Sorena is a private company. It is classified as corporate owned and is currently operating.
When was Sorena founded?
Sorena was founded in 2017. It employs 501 to 1,000 people.
Where is Sorena based?
Sorena is headquartered in Tehran, Iran, in the Middle East region.
How does Sorena make money?
Three revenue lines are on record. Franchise Membership & Store Network Revenue is the primary driver. The others are supply Chain & Wholesale Product Sales and online Supermarket Sales.
Does Sorena have an API?
No public API is recorded for Sorena.
What industry is Sorena in?
Sorena's product category is Retail Franchise Services. Its primary akta.pro industry code is CRAHABAG, Chain vs. Independent Convenience Retail (Franchise/Dealer-Owned), with a secondary code of CRAHADAE, Soft Discount / Discount Supermarkets (EDLP). Its NAICS code is 4244 and its SIC code is 5412.