Metalac Boiler d.o.o.

What Metalac Boiler d.o.o. does

Metalac Bojler d.o.o. is a Serbian manufacturer of electric water heaters, combination boilers, and related home heating appliances, established in 2005 as the youngest production subsidiary of the Metalac Group, which is publicly listed on the Belgrade Stock Exchange. The company designs and produces a comprehensive range of electric storage water heaters spanning 5L kitchen units to 500L floor-standing heating boilers, combination boilers with heat exchangers for central-heating integration, buffer tanks engineered for heat-pump coupling, kitchen water heaters, Aquabi-branded brass faucets, and Intuis French electric radiators. Core manufacturing technology is centered on electrostatic enameling for tank coating, wet/dry and ceramic heating elements, polyurethane ECO insulation, and on the premium product lines, Wi-Fi smart control via the Naturela Smart Home mobile application with timer scheduling and ECO modes. Production occurs at a purpose-built facility in Gornji Milanovac commissioned in 2009, with stated manufacturing capacity exceeding 200,000 units annually.

The product portfolio is structured by application category: bathroom water heaters (Aurora, Ceramic, Digital, Hydra, FLAT, Sirius), combined boilers (Centaurus, Pegasus, Taurus), large heating boilers (Indirect F, Taurus MAX), buffer tanks (Baferi TPP floor-standing, TPZ wall-mounted), kitchen heaters (Lyra pressure, Mini pressureless), Aquabi faucets, and Intuis French radiators in digital and Wi-Fi variants. The company holds ISO 9001:2015 and ISO 14001:2015 certifications and carries CE marking across the full range (testing by Slovenian laboratory SIQ).

Revenue is generated entirely through one-time hardware sales with no subscription or recurring component. Distribution combines approximately 80 owned Metalac Market retail stores, 400+ independent retail points across Serbia, a Metalac Market e-commerce storefront, and export distributors serving CEFTA countries, the EU, Russia, and Ukraine. GTM is sales-led, with an installer/craftsman loyalty program (Metalac Bojler Klub) launched in 2025 as both a retention and channel-development mechanism. The primary customer segment is residential end consumers purchasing for domestic hot water needs, supplemented by a smaller commercial and institutional segment requiring larger-capacity solutions (Taurus MAX up to 500L with heat exchangers). The company is the youngest production subsidiary within the broader Metalac Group, which comprises 16 subsidiaries and over 2,000 employees across Serbia.

Name

Metalac Boiler d.o.o.

Legal name

Metalac Bojler d.o.o.

Website

https://metalacbojler.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Metalac Bojler is a Serbian manufacturer of electric water heaters, combination boilers, buffer tanks, faucets, and electric radiators serving primarily residential consumers in Serbia with export distribution across CEFTA, EU, Russia, and Ukraine markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Gornji Milanovac

HQ country

Serbia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Water Heater and HVAC Product Sales: Metalac Bojler generates revenue primarily through the manufacture and direct sale of electric water heaters (boilers), combination boilers, heating boilers, buffers, kitchen water heaters, radiators, faucets, and accessories. Products are sold through Metalac Market retail stores (approximately 80 in Serbia), over 400 sales points across Serbia, an online e-commerce store (Metalac Market), and through export distribution networks in CEFTA, EU, Russia, and Ukraine markets. Revenue is predominantly one-time hardware sales (product sales), with no recurring subscription component for the core products.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Metalac Boiler d.o.o. manufactures and sells electric storage water heaters (boilers) ranging from 5L kitchen units to 500L floor-standing heating boilers, including combination boilers with heat exchangers, buffer tanks for heat pumps, kitchen water heaters, Aquabi-branded brass faucets, and Intuis French electric radiators. The company sells its products through approximately 80 owned Metalac Market retail stores, over 400 independent points of sale across Serbia, an e-commerce online shop, and export distributors in CEFTA, EU, Russia, and Ukraine. Production is supported by proprietary electrostatic enameling, dry/ceramic heating elements, and Wi-Fi smart control technology, with annual manufacturing capacity exceeding 200,000 units.

Product overview

Metalac Boiler d.o.o. is a Serbian water heating appliance manufacturer founded in 2005, producing electric storage water heaters (boilers) ranging from 5 to 300 liters, as well as buffer tanks, kitchen water heaters, faucets (Aquabi brand), and electric radiators (Intuis French radiators). The product portfolio is organized by application: bathroom water heaters (Aurora, Ceramic, Digital, Hydra, FLAT, Sirius lines), combined boilers for heating (Centaurus, Pegasus, Taurus, Orion), large-capacity heating boilers (Indirect F, Taurus MAX), buffer tanks for heat pumps (TPP floor-standing, TPZ wall-mounted), kitchen water heaters (Lyra pressure, Mini pressureless), Aquabi faucets for kitchens and bathrooms, and Intuis French radiators (Tactic digital and WiFi). Supporting services include a loyalty program for installers (Metalac Bojler Klub), regional service network covering over 50 cities in Serbia and neighboring countries, and downloadable publications including catalogs and product flyers.

Differentiator

Problem solved

Functional benefit

Brands

• Aquabi: Faucet brand introduced in mid-2014, manufactured from high-quality brass with advanced technological protection, SEDAL ceramic mixers, 60% copper content, and guaranteed health safety.
• FLAT
• Naturela Smart Home

Products and services

• Digital bathroom water heaters

Quantifiable outcome

• Energy savings of up to 15% using Smart regulation on Sirius Wi-Fi water heaters
• +2 more outcomes

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• BDR Thermea Group: Netherlands-based major European heating group operating brands like Remeha, Baxi, and De Dietrich. Overlaps with Metalac in residential water heaters and combination boilers across multiple European markets.
• Arçelik (Beko): Turkish home appliance conglomerate producing under Beko, Grundig, and other brands. Overlaps with Metalac in some water heater categories but operates a much broader major appliance portfolio across global markets.
• Bosch Thermotechnology: Bosch's heating and hot water division. Overlaps with Metalac in water heaters and combination boilers as part of Bosch's much larger industrial and consumer products portfolio.
• Vaillant Group: Germany-based major European heating technology company. Overlaps with Metalac in water heaters and combination boilers but operates a broader HVAC portfolio including heat pumps under multiple brands.

Regional players

• Gorenje: Slovenian home appliance manufacturer (part of Hisense group) producing kitchen and laundry appliances. Comparable regional SEE European manufacturer with overlapping distribution channels, though broader product portfolio.

Direct peers

• Ariston Group: Italy-headquartered global leader in water heating and heating products, including electric storage water heaters and combination boilers. The most direct global competitor to Metalac with similar product focus and overlapping presence in CEFTA markets.
• TESY: Bulgarian electric water heater manufacturer with strong SEE/CEFTA presence. The closest regional peer to Metalac in product portfolio, manufacturing scale, and target markets across Southeastern Europe.
• Ferroli: Italian heating and water heater manufacturer producing residential boilers, combination boilers, and storage water heaters. Direct competitor in European residential heating markets.
• Immergas: Italian manufacturer specializing in gas boilers, combination boilers, and water heaters for residential markets. Direct competitor in residential heating products with similar combination boiler offerings.
• Stiebel Eltron: German specialist in water heating technology including electric storage water heaters, heat pump water heaters, and instant water heaters. Direct competitor with similar technology focus on durability and energy efficiency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/metalacad
• YouTubeyoutube.com/channel/UCkSAOSEocu332TSSwoz2Z4A/videos
• Facebookfacebook.com/metalacsrb
• Instagraminstagram.com/metalacad
• LinkedInlinkedin.com/company/metalac-boiler-d.o.o.

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Metalac Boiler d.o.o.