STEPLine

What STEPLine does

STEPLine (ТОО STEPLine) is a Kazakhstan-based specialty lighting distributor founded in 2012, operating under the PROLAMP.kz brand and headquartered in Almaty. The company functions as an authorized OSRAM and Neolux distributor, selling projector lamps, halogen, xenon short-arc (XBO), metal halide (HMI), mercury short-arc (HBO), UV bactericidal, automotive, stage/studio, and architectural lamps. Its catalog covers 2,100+ multimedia projector lamp SKUs and additional specialized lighting categories, with products available either as lamp-only (ОЛ) or lamp-with-housing (ОЛК) formats, all backed by a 180-day warranty.

The business model is hardware sales through a sales-led, e-commerce-anchored go-to-market. Pricing is unit-based, ranging from approximately 3,390 KZT for entry halogen lamps to 1.69M–2.92M KZT for high-power cinema/studio lamps. GTM is a direct sales motion with phone/email support, supplemented by self-pickup at the Almaty office and a free lamp replacement service (on-site in Almaty for projectors up to 4m height, at the service center otherwise). The company also bundles authorized mercury-lamp disposal and runs stepline.kz (business A/V) and kinodrive.kz (home A/V) sub-brands extending the offering into adjacent audio-video solutions.

STEPLine serves a B2B customer base spanning cinema chains (Bekmambetov Cinema, Chiaplin Cinema, Cinema Park), banks (Halyk Bank, National Bank of Kazakhstan, Sberbank), telecom (Kcell), industrial corporates (Siemens, Efes), retail (Adidas), and universities (KIMEP, Alma University, KazGU, KazGASA). It operates across Kazakhstan and Russia with 24 employees, is privately held, has no parent company, and has not raised external funding.

Name

STEPLine

Legal name

ТОО STEPLine

Website

https://prolamp.kz

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

STEPLine is a Kazakhstan-based authorized OSRAM distributor operating the PROLAMP brand, specializing in projector lamps and professional lighting products (halogen, xenon, metal halide, medical, UV) for cinemas, universities, corporations, banks, and medical facilities across Kazakhstan and Russia.

Ownership category

akta.pro rank

Product category

Specialized Lighting Distribution

NAICS

Electric Lamp Bulb and Other Lighting Equipment Manufacturing (335139)

SIC

Electric Lighting & Wiring Equipment (3640)

akta.pro primary industry

Lighting Parts, Shades & Accessories Retail (Harps, Finials, Glass, Mounting) (CRAIAHAI)

akta.pro secondary industries

Outdoor & Area Lighting (Street, Roadway, Parking, Flood, Sports/Architectural exterior) (IMAGAIAB), Lamp/Bulb/LED Module Replacement & Upgrades (Retrofits) (HSAIAHAK)

Keywords

• Projector lamps
• Specialized lighting
• OSRAM distribution
• Professional lighting
• Lamp replacement

Headquarters

HQ city

Almaty

HQ country

Kazakhstan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Specialized Lamp Sales: STEPLine generates revenue through the sale of specialized lamps including projector lamps, halogen lamps, xenon lamps, metal halide lamps, and medical lamps. Products are sold in two formats: lamps with housing (OLK) and lamps without housing (OL). The company offers a 180-day warranty on all products and provides free lamp replacement services at their service center or on-site in Almaty.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

STEPLine, operating through its PROLAMP.kz brand, is an authorized OSRAM distributor in Kazakhstan selling projector lamps and specialized lighting — halogen, xenon short-arc (XBO), metal halide (HMI), mercury short-arc (HBO), UV bactericidal, automotive and building illumination lamps — to cinemas, universities, banks, corporates and individual consumers across Kazakhstan and Russia. Offerings include lamps with or without housing (ОЛК/ОЛ formats) backed by a 180-day warranty, free lamp replacement at the Almaty service center or on-site, certified mercury-lamp disposal/recycling, and audio-video solutions for business and home.

Product overview

STEPLine operates PROLAMP.kz as a specialized distributor and retailer of projection lamps and specialized lighting solutions in Kazakhstan. The core offering centers on the PROLAMP brand (a STEPLine brand) providing lamps for projectors and projection TVs in both housing (ОЛК) and non-housing (ОЛ) formats, backed by a 180-day warranty. The product portfolio spans multiple categories: lamps for multimedia and digital projectors (2,100+ models), stage/studio/TV lighting (halogen PAR, HPL base, studio halogen, metal halide HMI), medical lighting (halogen with/without reflectors, xenon XBO, mercury HBO, UV bactericidal), UV irradiators, automotive lamps (DRL, fog lights, headlights), building illumination (airfield, architectural highlighting), and the OSRAM AirZing portable air purifier. Services include free lamp replacement at the service center or on-site in Almaty, and mercury lamp disposal/recycling. The company also offers audio-video solutions for business and home through stepline.kz and kinodrive.kz respectively. As an official Osram distributor, the catalog heavily features Osram-branded products including halogen, xenon, metal halide, and mercury short-arc lamps.

Differentiator

Problem solved

Functional benefit

Brands

• PROLAMP: Primary brand for projector lamps and lighting solutions operated by STEPLine

Products and services

• Projector Lamps (Multimedia and Digital) Replacement lamps for multimedia and digital projectors available in 2,162+ models across leading projector manufacturers, sold with a 180-day warranty in both lamp-with-housing (ОЛК) and lamp-without-housing (ОЛ) formats. Targeted at cinemas, educational institutions, corporate facilities and individual consumers needing genuine OEM-grade projector lamps.
• Halogen Stage/Studio/TV Lamps (PAR, HPL, Studio) Halogen lamps with PAR reflectors, HPL special bases, and studio halogen configurations for professional stage, studio and television lighting, including 29 studio models and 2 HPL base models. Targeted at TV/film production companies, theaters and event production venues.
• Metal Halide Lamps (HMI) Metal halide HMI lamps for stage, studio and cinema lighting available in 27 models, with professional pricing between 93,600 and 533,960 KZT depending on wattage. Targeted at cinema operators, TV studios and professional production facilities.
• Medical Halogen Lamps (with and without reflector) Halogen medical lamps for medical equipment including endoscopes — 23 reflector-less and 9 reflector-equipped models. Targeted at medical equipment users and healthcare facilities.
• Xenon Short-Arc Lamps XBO Xenon short-arc XBO lamps (180W to 6,000W) for cinema projection and medical applications, available in 13 models. Pricing ranges from 100,000 to over 400,000 KZT depending on wattage, with some specialty models available upon request. Targeted at cinema operators and medical equipment users.
• Mercury Short-Arc Lamps HBO Mercury short-arc HBO lamps for medical and scientific applications, available in 10 models. Targeted at medical and scientific research facilities.
• UV Bactericidal Lamps UV bactericidal lamps for air and surface disinfection applications. Targeted at medical facilities, laboratories and commercial operators needing sterilization solutions.
• UV Irradiators UV irradiator devices for disinfection and sterilization in medical, laboratory and commercial contexts. Targeted at facilities requiring ultraviolet sterilization equipment.
• Building and Object Illumination Lamps Lamps for building and object illumination including airfield lighting and architectural accent highlighting, available in 6 models. Targeted at infrastructure operators and architectural lighting projects.
• OSRAM AirZing UV Air Sterilizer Portable UV air purifier using OSRAM UVA LED technology and titanium dioxide for decomposition of bacteria, viruses, formaldehyde, odors and allergens; coverage area up to 10 sq.m. Targeted at offices, clinics, hospitality and residential indoor air quality applications.
• Automotive Lamps Automotive lamps including parking lights, daytime running lights (DRL), headlights, fog lights, interior lighting, automotive compressors, lithium starters and tuning solutions. Targeted at vehicle owners, auto service centers and tuning shops in Kazakhstan.
• Free Lamp Replacement Service Free lamp replacement service performed at the PROLAMP.kz service center in Almaty, or on-site in Almaty for projectors installed at heights up to 4 meters. Targeted at professional customers with projectors they cannot or prefer not to dismantle themselves.
• Mercury-Containing Lamp Disposal/Recycling Service Disposal/recycling service for mercury-containing lamps included with the purchase of a new lamp, executed under STEPLine's contract with an authorized recycling organization. National law regulates mercury-lamp disposal and improper disposal carries administrative liability. Targeted at professional and institutional buyers needing compliant end-of-life disposal.
• Audio-Video Solutions (Business and Home) Audio-video solutions offered via stepline.kz for business customers and KINODRIVE.kz for home customers, covering complementary AV integration and projection environments around STEPLine's lamp catalog. Targeted at business buyers (stepline.kz) and home consumers (KINODRIVE.kz).

Quantifiable outcome

• 180-day warranty on all products
• +1 more outcomes

Named customers14 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• OSRAMcoreChannel Partner/ Reseller/ DistributorSTEPLine (operating as PROLAMP brand) is an official distributor of OSRAM products in Kazakhstan. The company holds distributor certificates for OSRAM and Neolux brands. They supply OSRAM projector lamps, xenon short-arc lamps (XBO series), metal halide lamps (HMI series), and halogen lamps across Kazakhstan and Russia.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Ecola: Russian/CIS lighting distributor covering LED, halogen, and specialty lamp categories. Comparable regional distribution footprint with overlap in Russia and CIS markets where STEPLine also delivers.
• Feron: Russian/CIS lighting brand and distributor with broad consumer and commercial lamp offerings. Comparable regional distribution role across the CIS with overlapping geographic coverage of STEPLine's Russia deliveries.

Broad incumbents

• B&H Photo Video: Large multi-category AV/projection retailer that carries projector replacement lamps alongside a much wider electronics assortment. Comparable SKU overlap but with very different scale and category breadth.
• ADJ Products: Stage and entertainment lighting manufacturer and distributor with broad event/production offerings. Comparable in the stage/studio/TV lamp category but as a manufacturer-distributor rather than pure reseller.

Direct peers

• Bulbs.com: Online specialty lighting retailer with broad lamp replacement assortment including projector, stage, and specialty categories. Comparable e-commerce-first distribution model and multi-vertical customer mix.
• Topbulb: Online specialty lamp retailer focused on projector, AV, stage, and medical replacement lamps. Directly comparable catalog mix and B2B/B2C distribution model with a strong e-commerce-first GTM.
• Pureland Supply: Specialty distributor of projector and AV replacement lamps serving education, corporate, and house-of-worship customers. Comparable for its deep projector-lamp SKUs and reliance on OEM lamp sources.
• BulbAmerica: Specialty lamp distributor carrying projector, stage/studio, medical, and AV lighting. Comparable for its specialty/niche positioning and OEM-brand distribution model serving professional users.
• Bulbtronics: US-based specialty lamp distributor offering projector, stage, medical, and industrial lighting replacement lamps. Closely comparable as a niche distributor carrying OEM brands (including OSRAM/Philips equivalents) across projector, studio, and medical verticals.

Others

• LEDVANCE (OSRAM consumer/general lighting): OSRAM's former general lighting business and current global lamp distributor, the principal supplier relationship for STEPLine. Listed as an ecosystem participant rather than competitor, as STEPLine is a downstream channel partner for OSRAM/LEDVANCE products.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/%D1%82%D0%BE%D0%BE-stepline-

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 STEPLine