Sero - Member Of Sero Ems Group

What Sero - Member Of Sero Ems Group does

SERO GmbH, founded in 1992 and headquartered in Rohrbach, Germany, is an electronic manufacturing services (EMS) provider specializing in high-volume printed circuit board assembly (PCBA). The company operates as the core entity of SERO EMS Group, which following the 2021 acquisitions of Semecs (Netherlands/Slovakia) and Syncron EMS (USA) and the 2024 addition of EPSa, comprises four production and engineering sites across Germany, Slovakia, the Netherlands, Denmark, and the United States. SERO's core offering covers the full PCBA lifecycle — SMD and THT assembly, depanelization, testing, special machinery, and logistics — targeting production volumes of 50,000 to 1,000,000+ units per series with low to medium PCB complexity. Its proprietary NedFlex testing platform, integrated with Aegis FactoryLogix MES, provides comprehensive in-circuit, functional, calibration, and optical inspection capabilities supporting automotive (IATF 16949), medical (ISO 13485 via Semecs), industrial, energy, and connectivity customers.

SERO's business model is enterprise field sales with quote-based pricing, multi-year contracts, and dedicated sales representatives responding to inquiries within 1-2 business days. Revenue is generated through manufacturing service fees across the EMS value chain: assembly, testing, procurement/supply chain management, and integrated logistics (KANBAN, JIT, consignment stock, AEO-C certified customs handling). Revenue mix is segmented by entity: SERO GmbH derives approximately 85% of revenue from automotive customers and 15% from industrial/medical, while Semecs exhibits the inverse mix (~85% industrial/medical, ~15% automotive), providing portfolio balance at the group level. Combined group revenue was projected at ~€175 million for 2022, with ~740 employees across SERO GmbH (650) and Syncron (90).

The company is owned by DBAG Fund VII (Deutsche Beteiligungs AG) following a 2018 ownership change, with CEO/CCO Jan-Frederik Kalee and COO Ivan Polak leading the group. Capital intensity is high, anchored by German-made equipment (ASYS, EKRA, VISCOM, ASM SIPLACE, REHM), and quality positioning is supported by IATF 16949, ISO 9001, ISO 14001, ISO 13485, and AEO-C certifications, with a stated 0.5 ppm defect rate attributed to automation. Strategic direction is shaped by post-2021 acquisitions extending the group into prototyping, high-mix low-volume production, and MedTech equipment via EPSa, alongside ongoing capacity expansion at the Semecs Slovakia site targeting EUR 150 million by 2025.

Name

Sero - Member Of Sero Ems Group

Legal name

SERO GmbH

Website

https://www.sero.com

Company type

Private

Founded year

1992

Operating status

Operating

Short description

SERO EMS Group is a Germany-headquartered electronic manufacturing services provider specializing in high-volume PCB assembly (50,000-1,000,000+ units) for automotive, medical, industrial, energy, and connectivity customers, with production sites in Germany, Slovakia, and the USA.

Ownership category

akta.pro rank

Product category

Electronic Manufacturing Services (EMS)

NAICS

Machinery Manufacturing (333)

SIC

Special Industry Machinery (No Metalworking Machinery) (3550)

akta.pro primary industry

PCB Assembly (PCBA/EMS) (HDAHAOAI)

akta.pro secondary industry

Industrial Electronics Manufacturing Services (EMS) (IMAGAGAA)

Keywords

• Electronic manufacturing services
• PCB assembly
• Contract electronics manufacturing
• SMD assembly
• Automotive electronics manufacturing

Headquarters

HQ city

Rohrbach

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Electronic Manufacturing Services (EMS): Full-service EMS provider offering end-to-end services from development and procurement through production, testing, assembly, and logistics. Revenue generated through manufacturing service fees for PCB assembly across various volume ranges from medium to high volume (50,000 to 1,000,000+ units). Services include SMD assembly, THT assembly, testing, special machinery processes, box-building, and complete industrialization concepts.
2. Procurement/Supply Chain Management: Global purchasing activities through established supply chain management achieving low prices at excellent quality. Includes component management, benchmarking, and availability assurance through logistics systems including JIT and kanban deliveries.
3. Logistics Services: Integrated logistics services including packmittelmanagement, KANBAN deliveries, Just-In-Time deliveries with buffer storage, consignment stock management, and factory-direct delivery. EDI interface for automated business process handling.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

SERO is a full-service Electronic Manufacturing Services (EMS) provider offering high-volume PCB assembly (50,000 to 1,000,000+ units) covering SMD assembly, THT assembly, depanelization, testing, and special machinery processes. The company delivers end-to-end industrialization from development support and procurement through production, testing, assembly, and logistics for automotive, industrial, medical, connectivity, and energy/cleantech customers. Services are bundled with proprietary NedFlex testing, DfM/DfT/DfC engineering, global supply chain management, and integrated factory-direct logistics.

Product overview

SERO is an EMS (Electronic Manufacturing Services) provider specializing in high-volume PCB assembly production from 50,000 to 1,000,000+ units with low to medium PCB complexity. The company operates as part of SERO EMS Group which includes SERO GmbH (Germany), Semecs (Netherlands/Slovakia), Syncron EMS (USA), and EPSa (acquired 2024). The core product is full-service PCBA encompassing SMD assembly, THT assembly, depanelization, testing, and special machinery services. Supporting services include management (quality/environmental/security), purchasing/procurement, and logistics. Key proprietary offerings include the NedFlex testing platform for comprehensive PCBA testing and optimization, and Industrial Engineering services for DfM/DfT/DfC. The company focuses on automotive (IATF 16949), industrial electronics, healthcare/medtech, connectivity, and energy/cleantech markets.

Differentiator

Problem solved

Functional benefit

Products and services

• PCB Assembly Services (PCBA)

Quantifiable outcome

• 0.5 ppm defect rate achieved through highly automated assembly processes
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Stephan Bleicher Zollagentur (Customs Agency)minorImplementation/ SI/ Consulting Partner · 10 May 2021Supported SERO in obtaining AEO (Authorized Economic Operator) certification from German customs authorities, facilitating the certification process for international supply chain security.
• Aegis SoftwarecoreTechnology or IntegrationSERO EMS Group selected Aegis MES solution (FactoryLogix) across their factories in Germany, Slovakia, and for new operations in the USA. Long-term global partnership for Industry 4.0 providing comprehensive traceability of products, materials, tools, process and test data, production station interlocking, fully interactive paperless operation documentation utilizing electronic PCB design and 3D-CAD digital twins, automated ERP interoperability, and connection for SERO's proprietary NedFlex testing platform.
• EnviTrailminorOthersEnvironmental consulting firm that conducted Carbon Audit for SERO EMS Group's decarbonization strategy planning from 2020-2026.

Scale indicators10 records

Recent moves13 records

Expansion highlights6 records

Broad incumbents

• Flex Ltd. Global EMS/ODM leader serving automotive, health, and industrial markets — overlaps with SERO in high-volume automotive electronics manufacturing and has deeper scale, vertical integration, and global footprint.
• Jabil Inc. Global Tier-1 EMS giant with extensive automotive, industrial, and healthcare exposure — competes with SERO on large-volume automotive PCBA programs and has substantially greater scale, automation, and procurement leverage.
• Sanmina Corporation: US-headquartered global EMS provider with strong automotive, industrial, and medical exposure — comparable service portfolio to SERO and competes in the European automotive PCBA segment.
• Celestica Inc. Global EMS/ODM serving communications, enterprise, industrial, and aerospace — comparable PCBA and complex assembly capabilities, with overlap on industrial and healthcare customers in Europe.

Direct peers

• Zollner Elektronik: One of Europe's largest privately held EMS providers, headquartered in Germany, offering PCBA, system assembly, and cable harness solutions across automotive, industrial, medical, and aerospace — directly comparable to SERO in scale, geography, and customer verticals.
• AEMtec GmbH: Berlin-based specialist EMS provider focused on high-complexity microelectronics and optoelectronics for medical, industrial, and semiconductor applications — competes with Semecs in the German mid-market for high-mix PCBA.
• Scanfil: Finland-based global EMS provider with a strong European and Chinese manufacturing footprint serving industrial, energy, and automotive customers — comparable business model and customer overlap with SERO EMS Group.
• Katek SE: German-headquartered mid-market EMS group (formerly owned by PRIMEPULSE, now listed) serving automotive, industrial, and medical customers with PCBA and box-build services — a direct competitor in the same European high-volume PCBA segment.

Others

• Aegis Software: Provider of FactoryLogix MES platform — listed because it is a strategic technology partner of SERO, providing the Industry 4.0 / MES backbone for traceability and process control that increasingly differentiates modern EMS providers.

Regional players

• Inission AB: Nordic (Sweden/Norway/Finland) EMS provider offering industrial PCBA and box-build with a focus on niche industrial customers — comparable in scale and services but focused on the Nordic market rather than DACH.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

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 Sero - Member Of Sero Ems Group