AFSR
AFSR (Boutique AFSR) is a Béziers-based French distributor of 1,200+ professional welding products from brands like Fronius, Böhler, and Abicor Binzel, including the WeldMate robotic welding system, serving French workshops, manufacturers, and field service professionals via a hybrid boutique and e-commerce channel.
- Company typePrivate
- Founded-
- HeadquartersBéziers, France
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What AFSR does
AFSR operates as Boutique AFSR (also branded "L'univers du soudeur"), a specialized French welding equipment retailer and distributor headquartered at 17 Rue Charles Richet, Béziers. The company offers a 1,200+ SKU catalog covering the full welding workflow — MMA, MIG/MAG, TIG, plasma cutting, laser welding, stud welding, orbital welding/cutting, plus consumables (electrodes, tungsten, wire, liners, feed rolls), PPE (Optrel helmets, gloves, protective clothing), abrasives, hand tools, gas/flame equipment, and compressed air systems. AFSR is an authorized distributor for premium OEMs including Fronius, Böhler Welding (voestalpine), Abicor Binzel, Optrel, Hypertherm, Jasic, and Orbitalum Tools, and also distributes WeldMate, a collaborative robotic welding cell co-developed with Fuzzy Logic Robotics that uses 3D vision scanning to auto-generate weld trajectories for SMEs.
The business runs a hybrid physical boutique and e-commerce (boutique-afsr.com) model with multi-rail payments (Stripe, PayPal, Apple Pay, Google Pay) and in-store pickup, targeting professional welding workshops as the primary segment, with secondary reach into industrial manufacturing and field service/maintenance professionals across France. Revenue is generated through one-time equipment sales, recurring consumables turnover, professional after-sales technical support and repair (SAV services), and partner-enabled equipment financing via Grenke for larger ticket purchases. GTM is sales-led B2B combined with direct-to-consumer through the boutique and online store, with professional accounts receiving adapted pricing. The company is privately held, French-domiciled, and operates exclusively in the French market with no disclosed headcount, funding, or financial metrics.
AFSR firmographics
Firmographics- Name
- AFSR
- Legal name
- AFSR
- Website
- https://boutique-afsr.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AFSR (Boutique AFSR) is a Béziers-based French distributor of 1,200+ professional welding products from brands like Fronius, Böhler, and Abicor Binzel, including the WeldMate robotic welding system, serving French workshops, manufacturers, and field service professionals via a hybrid boutique and e-commerce channel.
- Ownership category
- akta.pro rank
Where AFSR is headquartered
LocationHeadquarters
- HQ city
- Béziers
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
AFSR business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Welding Equipment Sales: Sale of welding machines (MMA, MIG/MAG, TIG, plasma), power sources, and complete welding stations to professional workshops and industrial customers.
- Consumables & Accessories: Ongoing sales of consumables including electrodes, welding wire, tungsten electrodes, nozzles, contact tips, hoses, and wear parts for welding equipment.
- Technical Support & SAV Services: After-sales technical support, equipment diagnostics, repairs, and technical advice on product compatibility and usage.
- Professional Account Financing: Equipment financing solutions through Grenke partner, enabling professional customers to lease equipment rather than purchase outright.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard consumer pricing for individual purchasers |
| Transaction based/ take rate | Monthly | Professional account pricing with adapted rates |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
AFSR product offering
Product offeringCore offering
AFSR is a specialized welding equipment retailer and industrial supplier operating a physical boutique in Béziers and the boutique-afsr.com e-commerce platform. It distributes welding machines (MMA, MIG/MAG, TIG, plasma, laser, stud, orbital), consumables (torches, electrodes, wire, nozzles, liners, rolls), personal protective equipment, abrasives, hand tools, compressed air systems, and flame & gas equipment from brands including Fronius, Böhler, Abicor Binzel, Optrel, Hypertherm, Orbitalum, and Jasic. The company also delivers technical after-sales support (SAV), diagnostics, repair services, and equipment financing via Grenke, alongside the WeldMate robotic welding cell co-developed with Fuzzy Logic Robotics.
Product overview
AFSR (Boutique AFSR) is a specialized welding and industrial equipment retailer based in Béziers, France, operating as an e-commerce platform with a physical boutique. The company offers a comprehensive range of welding equipment spanning MMA (stick electrode), MIG/MAG, TIG, plasma cutting, laser welding, and stud welding processes. Their portfolio includes major brands such as Fronius (TransSteel, Fortis, ARTIS series), Böhler Welding (URANOS, TERRA), Jasic, Abicor Binzel, and Orbitalum Tools. Beyond core welding equipment, AFSR distributes extensive consumables (electrodes, tungsten electrodes, wire, gas nozzles, wire liners, wire feed rolls), personal protective equipment (Optrel helmets, welding gloves, protective clothing), abrasives, hand tools, tube working equipment (orbital welding and cutting), flame and gas equipment, and compressed air systems. A notable innovation is WeldMate, a robotic welding solution developed with Fuzzy Logic Robotics featuring 3D vision scanning for automated welding. The company serves professional workshops, metalworking shops, and industrial maintenance operations across France with over 1,200 catalog references.
Differentiator
Problem solved
Functional benefit
Brands
- WeldMate: Robotic welding solution developed by Fuzzy Logic Robotics, distributed by AFSR for automated welding in industrial workshops, SMEs, and small to medium series production.
Products and services
- WeldMate Robotic Welding System Collaborative robotic welding cell delivering automated weld trajectory preparation via 3D vision scanning, distributed and integrated by AFSR in France for industrial workshops, SMEs, and small/medium batch production environments facing skilled-welder labor shortages.
- MMA Welding Equipment Manual Metal Arc (stick electrode) welding machines from Böhler, Jasic, and Fronius, supporting MMA and TIG Lift processes, sold to professional welding workshops and industrial users.
- MIG/MAG Welding Equipment Gas Metal Arc Welding multi-process power sources and wire feeders including Fronius TransSteel and Fortis, Böhler URANOS, and Jasic EVOLVE 200 Pulse MP, with synergical curves for steel, stainless steel, and aluminum.
- TIG Welding Equipment Tungsten Inert Gas welding machines including Fronius ARTIS, Böhler TERRA, Jasic JT-202D, and Chpolansky units, with AC/DC, pulsed, HF ignition, and water-cooling options for professional and precision welding use.
- Plasma Cutting Equipment Plasma cutting systems and accessories including Hypertherm Powermax and HPR-series plasma cutters, torches, and consumables for metal sheet and profile cutting in workshops and industrial fabrication.
- Orbital Welding and Tube Working Equipment Orbital welding systems, orbital cutting machines (e.g., Orbitalum PS 4.5 PLUS pipe cutting saw), tube expanders, and accessories for tube and pipe fabrication in industrial and field-service applications.
- Welding Torches (MIG/MAG and TIG) MIG/MAG and TIG welding torches including Abicor Binzel B-line, EVO PRO, MB EVO PRO, RAB GRIP, Fronius MTG/TTB/TTG/THP, and SR/ABITIG series, available in air-cooled, water-cooled, and multilock variants across multiple amperage ratings.
- Welding Safety and Personal Protective Equipment Welding PPE including Optrel auto-darkening helmets (NEO P550, e684, crystal 2.0) with True Color vision, Weldas anti-cut gloves, work clothing, hearing protection, and respiratory masks, plus the Abicor Binzel xFUME PRO fume extraction system.
- Industrial Abrasives Industrial abrasives including cutting discs, flap discs, grinding discs, fiber discs, brushes, polishing wheels, sandpaper, and bands used for cutting, grinding, and surface preparation in metalworking.
- Professional Hand Tools and Workshop Equipment Professional hand tools including measuring instruments, levels, calipers, squares, hand files, extractors, clamps, torque wrenches, hammers, mallets, and workshop storage solutions.
- Compressed Air Systems Compressed air equipment including piston and screw compressors, air treatment systems (filters, dryers, separators), pneumatic fittings, air hoses, reels, and blow guns.
- Flame and Gas Equipment Flame, gas, and brazing equipment including welding, brazing, heating, and cutting torches, regulators, gas hoses, quick couplings, flashback arrestors, and brazing alloys for oxy-fuel and mobile gas applications.
- Laser Welding Equipment and Consumables Specialized laser welding generators, consumables, and accessories for laser welding applications in advanced industrial and precision joining environments.
- Stud Welding Equipment Stud welding machines, studs, and accessories for specialized stud-welding applications in industrial fabrication.
- Technical After-Sales Support (SAV) After-sales diagnostics, repair, maintenance, and technical consulting services for welding equipment sold by AFSR, including product compatibility advice and on-site support for professional customers.
- Equipment Financing via Grenke Lease-financing solutions offered through partner Grenke to eligible professional buyers of welding equipment and workshop machinery, enabling acquisition without upfront capital outlay.
Quantifiable outcome
- 1200+ product references available
- +1 more outcomes
Companies that use AFSR
Customer profileSegments3 records
Ideal customer profiles4 records
AFSR technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
AFSR partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, major and standard.
- Fuzzy Logic RoboticscoreWeldMate robotic welding solution developed in partnership with Fuzzy Logic Robotics, enabling automated welding capabilities for smaller workshops and industrial applications. AFSR serves as distributor and local integrator for the WeldMate system in France.
- FroniusmajorAuthorized distributor for Fronius welding equipment including TransSteel, Fortis, and Artis series. Products include MIG/MAG, TIG, and MMA welding power sources, wire feeders, and accessories.
- Böhler WeldingmajorAuthorized distributor for Böhler (voestalpine) welding equipment including MMA inverters, MIG/MAG systems, and associated consumables.
- Abicor BinzelmajorDistributor of Abicor Binzel welding torches and consumables including MB EVO PRO series, RAB GRIP aspirating torches, and xFUME PRO fume extraction systems.
- OptrelstandardDistributor of Optrel welding helmets and eye protection including Neo P550, e684, and crystal 2.0 series auto-darkening helmets.
- JasicstandardDistributor of Jasic welding equipment including EVOLVE 200 Pulse MP multi-process inverter and associated welding accessories.
- HyperthermstandardDistributor of Hypertherm plasma cutting systems and accessories including Powermax and HPR series plasma cutters.
- Orbitalum ToolsstandardDistributor of Orbitalum Tools orbital welding and cutting equipment including PS 4.5 PLUS pipe cutting saw and orbital welding systems.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
AFSR competitors and assessment
Company assessmentDirect peers
- Kemppi: Finnish welding equipment manufacturer with strong European distribution and a similar multi-process (MIG/TIG/MMA/stick) equipment portfolio. Comparable to AFSR in serving industrial and professional welding customers across Europe with a focus on technology-forward welding solutions.
- Lincoln Electric: Global welding equipment manufacturer and distributor with direct B2B and retail channels. Most comparable to AFSR in terms of serving professional welding workshops with a full equipment-plus-consumables range, though at vastly larger scale and with proprietary manufacturing.
- Lorch Schweißtechnik: German welding equipment manufacturer specializing in MIG/MAG/TIG systems for professional and industrial users. Closely aligned with AFSR's core customer base of workshops and industrial fabricators across the DACH and wider European market.
- ESAB: Global welding and cutting equipment manufacturer with extensive distribution networks across Europe. Competes head-to-head with AFSR on the equipment, consumables, and cutting product lines it carries, and operates in the same B2B professional welding market.
- Miller Electric: Major US-headquartered welding equipment manufacturer with European distribution. Directly comparable to AFSR in targeting professional welding workshops with MIG/TIG/MMA systems, plasma cutting, and consumables through authorized dealer networks.
- EWM GmbH: German welding technology manufacturer offering MIG/MAG/TIG/plasma systems and robotic welding integration. Comparable to AFSR as a European specialist serving professional workshops with both manual and increasingly automated welding solutions.
Broad incumbents
- Hypertherm Associates: US-based industrial cutting systems manufacturer whose Powermax plasma line AFSR distributes. Comparable as an OEM that sells partly through specialized welding/cutting distributors like AFSR while also operating direct sales channels that compete with those distributors.
- Fronius International: Austrian welding and battery charging manufacturer whose TransSteel, Fortis, and ARTIS product lines AFSR distributes. Comparable as a major welding OEM whose products AFSR resells, and whose broader automation and energy portfolio gives it direct competitive reach against distributors.
- voestalpine Böhler Welding: Global welding consumables and equipment manufacturer under voestalpine, whose URANOS and TERRA lines AFSR distributes. Comparable in the welding consumables and equipment category and increasingly competes with its own channel partners on direct sales.
Emerging players
- Yaskawa (Motoman Robotics): Robotic automation vendor with a strong welding-robot product line (through Motoman). Comparable to the WeldMate side of AFSR's business as a competing provider of automated welding cells for SMEs and industrial workshops, particularly relevant as collaborative welding robotics gain adoption.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
AFSR social profiles
Digital presenceAFSR financial estimates
Financial estimateRevenue estimate
Valuation estimate
AFSR leadership team
Management profileNumber of profiles
AFSR funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AFSR 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 AFSR
What does AFSR do?
AFSR is a specialized welding equipment retailer and industrial supplier operating a physical boutique in Béziers and the boutique-afsr.com e-commerce platform. It distributes welding machines (MMA, MIG/MAG, TIG, plasma, laser, stud, orbital), consumables (torches, electrodes, wire, nozzles, liners, rolls), personal protective equipment, abrasives, hand tools, compressed air systems, and flame & gas equipment from brands including Fronius, Böhler, Abicor Binzel, Optrel, Hypertherm, Orbitalum, and Jasic. The company also delivers technical after-sales support (SAV), diagnostics, repair services, and equipment financing via Grenke, alongside the WeldMate robotic welding cell co-developed with Fuzzy Logic Robotics.
Is AFSR a public or private company?
AFSR is a private company. It is classified as unknown and is currently operating.
When was AFSR founded?
AFSR was founded in -1. It employs 1 to 10 people.
Where is AFSR based?
AFSR is headquartered in Béziers, France, in the Europe region.
How does AFSR make money?
Four revenue lines are on record. Welding Equipment Sales are the primary driver. The others are consumables & Accessories, technical Support & SAV Services and professional Account Financing.
Who are AFSR's main competitors?
Direct peers on record are Kemppi, Lincoln Electric, Lorch Schweißtechnik, ESAB, Miller Electric and EWM GmbH. Broad incumbents are Hypertherm Associates, Fronius International and voestalpine Böhler Welding. Yaskawa (Motoman Robotics) is listed as an emerging player.
Does AFSR have an API?
No public API is recorded for AFSR.