Smart Equipment for Logistics & Service

What Smart Equipment for Logistics & Service does

Smart Equipment for Logistics & Service s.r.o. (SELS) is a privately held Czech industrial equipment company headquartered in Kuřim, founded in 2005, that designs and supplies intralogistics solutions for manufacturing companies and retail chains. The company operates two divisions: an Industry division offering pedestrian-operated electric tugs (sold and rented under a MasterMover distribution partnership since 2014, with load capacities from 50 kg to 360,000 kg), custom-made heavy-duty trollies up to 30,000 kg, and logistics trains for JIT material delivery; and a Retail division offering roll container accessories, including IP-protected Textile Doors, Thermo Covers (tested thermal conductivity 0.0571 W/mK), Security Covers, PalletGuard, and Store Units. SELS differentiates on European-made, IP-protected proprietary products, custom engineering to customer specifications, and an integrated product stack that allows customers to remove forklifts and stretch film from intralogistics workflows.

SELS monetizes through a combination of outright equipment sales (MasterMover tugs, heavy-duty trollies, logistic trains, textile and cover systems) and a recurring rental stream offering short-term rentals of 1 week to 1 year and long-term operating leases of 36-60 months with maintenance included. Pricing is not publicly disclosed, and the go-to-market is sales-led via the company website and a structured team of Regional Sales Managers covering Industry and Retail, supported by Business Development, R&D, and back-office functions. The customer base is concentrated in large European enterprises across retail (Rossmann, Rewe, Biedronka, Albert, Havi), automotive (Škoda Auto, Jaguar, Land Rover, Hyundai Mobis, Iveco), food manufacturing (Nestlé, Orkla Foods, Hame), and industrial sectors (Siemens, Wabtec, ČD Loko). SELS is a member of the Czech Logistics Association, holds registered IP on its Textile Doors solution, and has a pending EU co-funded invention application, reflecting ongoing but contained R&D investment.

Name

Smart Equipment for Logistics & Service

Legal name

SELS s.r.o.

Website

https://smartsels.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Smart Equipment for Logistics & Service (SELS) is a Czech industrial equipment company that designs and supplies intralogistics solutions, including MasterMover electric tugs, heavy-duty trollies, logistics trains, and IP-protected roll container covers and doors, for manufacturing companies and retail chains across Central Europe.

Ownership category

akta.pro rank

Product category

Material Handling Equipment

NAICS

Packaging Machinery Manufacturing (333993)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537)

akta.pro primary industry

Lifting Attachments & Material Handling Accessories (Fork Attachments, Slings, Rigging) (IMAHABAJ)

akta.pro secondary industries

Palletizing, Depalletizing & Stretch/Shrink Wrapping Systems (IMALAOAF), Capping, Sealing & Closing Machines (IMAHAOAG)

Keywords

• Intralogistics equipment
• Material handling solutions
• Roll container accessories
• Electric tug systems
• Pallet wrapping solutions

Headquarters

HQ city

Kurim

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Sale of smart logistics equipment including MasterMover tugs, heavy-duty trollies, logistic trains, textile doors, thermo covers, security covers, pallet guards, and store units.
2. Equipment Rentals: Short-term rentals (1 week to 1 year) and long-term rentals (36-60 months) for MasterMover pedestrian-operated tugs with maintenance support included.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

SELS designs, manufactures, and distributes smart intralogistics equipment and roll container accessories for manufacturing and retail customers. The Industry division supplies MasterMover pedestrian-operated electric tugs (50 kg–360,000 kg capacity), custom heavy-duty trollies (up to 30,000 kg), and logistics trains for JIT production material delivery. The Retail division supplies roll container accessories including IP-protected Textile Doors, Thermo Covers for temperature-controlled food transport, Security Covers for theft prevention, PalletGuard sustainable pallet wrapping, and Store Units for store replenishment. The company also offers short- and long-term rental of MasterMover tugs with maintenance included.

Product overview

SELS (Smart Equipment for Logistics and Service) operates two main divisions: Industry and Retail. The Industry division provides handling equipment including MasterMover pedestrian-operated electric tugs (capacity from 50 kg to 360,000 kg), Heavy Duty Trollies (up to 30,000 kg), and Logistics Trains for JIT material delivery. The Retail division offers solutions for roll container logistics including Textile Doors (including Foldable variants), Thermo Covers for temperature-controlled transport, Security Covers (Standard and with Tightening Straps), PalletGuard sustainable pallet wrapping solutions, and Store Units for store replenishment. Both divisions feature MasterMover tugs adapted for retail use (SM100, SM100+, ATP400). The company also offers rental services for MasterMover equipment through flexible short-term and long-term agreements.

Differentiator

Problem solved

Functional benefit

Brands

• TextileDoors: Eco-friendly and cost-effective alternative to wrapping roll cages with stretch foil. Protected by intellectual property rights.
• ThermoCovers
• SecurityCovers
• PalletGuard
• Store Unit

Products and services

• MasterMover Tugs Pedestrian-operated electric tugs for safe and efficient movement of heavy loads on wheels over short distances, ranging from 50 kg to 360,000 kg capacity across the product range. Sold to manufacturing and retail customers for intralogistics and roll container handling.
• SmartMover Manual - SM100 Manual electric tug for moving wheeled loads up to 1,000 kg, featuring a lever-activated secure connection for use on slopes and in congested areas. Targeted at retail and light industrial customers.
• SmartMover Hydraulic - SM100+ Hydraulic electric tug for moving wheeled loads up to 1,200 kg with button-activated secure hydraulic coupling for complete control on slopes. Targeted at retail and industrial customers.
• Pusher ATP400 All-terrain pusher for pushing up to 100 nested roll cages at distribution centers, featuring an AC drive motor and high-torque gearbox. Targeted at retail distribution centers.
• Heavy Duty Trollies Custom-made heavy-duty trollies compatible with SELS' tugs and tow tractors for moving heavy loads such as injection moulds or press tools, designed up to 30,000 kg capacity. Available with atypical dimensions, nonslip surfaces, and custom RAL color finishes. Targeted at manufacturing customers.
• Logistics Trains Logistic trains compatible with tow tractors and tugs used for JIT deliveries of materials to production lines, enhancing efficiency and safety by eliminating forklift movement in production areas. Targeted at manufacturing customers.
• Textile Doors Flexible fabric doors that convert 2-sided roll containers into 4-sided units, providing an eco-friendly and cost-effective alternative to stretch foil wrapping or metal doors. Protected by intellectual property rights. Targeted at retail and distribution customers.
• Foldable Textile Doors Foldable textile door solution enabling goods security in the lower half of a container while allowing handling in the upper part, weighing 1 kg including straps. Targeted at retail and distribution customers.
• Thermo Cover Insulated thermal covers used to maintain fresh, chilled, and frozen foods at the correct temperatures during transport. LDPE foil with thermal insulation layer; tested thermal conductivity 0.0571 W/mK; resists -50°C to +75°C; washable and food-contact certified. Targeted at food retail and food logistics customers.
• Security Cover Covers for transport of expensive products such as alcohol, tobacco, and druggist goods, reducing opportunity theft and enhancing on-trust deliveries. Targeted at retail and distribution customers moving high-value goods.
• Security Cover with Tightening Straps Security cover variant with tightening straps that eliminates stretch film usage while protecting against theft, moisture, and dust. Reusable and environmentally friendly. Targeted at retail and distribution customers.
• PalletGuard Sustainable solution enabling total elimination of stretch film when wrapping pallets, available in foldable and standard versions. Targeted at retail and industrial customers seeking to remove stretch foil from pallet wrapping.
• Store Unit Units enabling faster replenishment in stores and serving as mobile shelving for promotional sales. Targeted at retail store operations.
• MasterMover Rentals Flexible rental options for MasterMover equipment including short-term (1 week to 1 year) and long-term (36–60 month) hire agreements with maintenance included. Targeted at manufacturing and retail customers seeking to avoid capital outlay.

Quantifiable outcome

• Load capacity from 50 kg to 360,000 kg across product range
• +2 more outcomes

Named customers16 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

Feature5 records

Partnerships

One partnership is on record.

• MasterMovercoreChannel Partner/ Reseller/ DistributorSELS is a distributor of MasterMover pedestrian-operated electric tugs and load moving equipment. They offer the full range of MasterMover products including SmartMover, MasterTug, MasterPusher, and All-Terrain series. SELS provides both sales and rental services for MasterMover equipment with maintenance support.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MasterMover: UK-based manufacturer of pedestrian-operated electric tugs covering 50 kg to 360,000 kg capacities. SELS is MasterMover's Czech Channel Partner, so MasterMover is both the underlying product supplier and the closest direct comparable in electric tug technology and intralogistics applications.
• Goplasticpallet: European supplier of reusable plastic pallets, boxes, lids, and containers for retail and logistics. Comparable as a direct peer offering reusable plastic packaging alternatives competing with stretch film and addressing the same retail-DC customer base as SELS's PalletGuard and roll container products.
• Loadhog: UK manufacturer of reusable plastic pallets, pallet boxes, lids, and roll container accessories. Comparable as a direct peer in the roll container accessories and reusable plastic-alternative category overlapping with TextileDoors and PalletGuard.

Broad incumbents

• STILL GmbH: German intralogistics provider of forklifts, pallet trucks, and tugger trains serving European manufacturing and retail. Comparable as a broad incumbent offering tugger trains and tow tractors directly overlapping SELS's logistic trains product line.
• Hyster-Yale Materials Handling: Global manufacturer of lift trucks and material handling equipment under Hyster and Yale brands. Comparable as a broad incumbent with industrial trucks and warehouse equipment used by SELS's automotive and retail customers.
• Toyota Material Handling: Global material handling division of Toyota Industries covering forklifts, tugs, and warehouse equipment. Comparable as a broad incumbent offering pedestrian and ride-on load-moving solutions for manufacturing and retail logistics customers.
• Jungheinrich: German intralogistics incumbent offering forklifts, pallet trucks, tugger trains, and automated warehouse systems. Comparable as a broad incumbent serving the same industrial intralogistics buyer (manufacturing, retail DCs) with overlapping tug/tugger-train capabilities.
• Crown Equipment Corporation: US-based global manufacturer of forklifts, pallet trucks, and material handling solutions. Comparable as a broad incumbent in pedestrian-operated warehouse equipment and load-moving products.
• KION Group: Parent of Linde Material Handling, STILL, and Dematic, supplying forklifts, intralogistics, and supply-chain solutions across Europe. Comparable as a broad incumbent with overlapping electric tug and intralogistics product portfolios for industrial customers.
• Linde Material Handling: European forklift and material handling brand under KION, serving manufacturing, retail, and logistics customers. Comparable as a broad incumbent in pedestrian and ride-on equipment for intralogistics operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks3 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sels-s.r.o.

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Smart Equipment for Logistics & Service