SEDONA

What SEDONA does

SEDONA ALM SRL is a Romanian value-added reseller, integrator, and software developer founded in 2002, specializing in fiscal equipment, POS systems, and business management software for the Romanian SMB market. The company sells a comprehensive hardware portfolio including Datecs fiscal cash registers, AURES and Poindus POS terminals, Datalogic and Zebra barcode scanners, payment terminals from multiple brands, electronic shelf labels, self-checkout systems, and recently-added service robotics from KEENON and FMART. SEDONA's proprietary software stack centers on two platforms: Sedona Retail for retail/front-office management and Freya Restaurant for the HoReCa sector, supplemented by mobile applications (Sedona POS, Sedona Eye, Sedona Inventory, Sedona Feedback) and modular extensions (Freya Hotel, Freya Kitchen, Freya Mobile, FreyaSync).

The company's go-to-market is direct-to-consumer B2B via its e-commerce site aparaturafiscala.ro, phone/email sales, and physical showrooms in Bucharest and Constanta, with courier delivery (FAN Courier, Urgent Cargus, TNT) providing national reach. Revenue mechanics combine one-time hardware sales (the primary stream), perpetual software licenses (1,850-4,699 Lei), recurring service contracts (360-720 Lei per quarter), consumables (thermal paper, labels, ribbons), and professional services (installation, training, POS rental). SEDONA serves primary verticals of retail and HoReCa, with secondary segments in beauty salons, medical clinics, government, and mobile vendors, claiming tens of thousands of merchant customers across Romania since 2002. The business is founder/management controlled with no disclosed PE/VC backing, operating from registered offices in Constanta and operational headquarters in Bucharest.

Name

SEDONA

Legal name

SEDONA ALM SRL

Website

https://aparaturafiscala.ro

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

SEDONA is a Romanian value-added reseller and software developer (founded 2002) that distributes fiscal equipment, POS hardware, and proprietary management software (Sedona Retail, Freya Restaurant) to tens of thousands of SMB merchants across retail and HoReCa sectors in Romania.

Ownership category

akta.pro rank

Headquarters

HQ city

Bucharest

HQ country

Romania

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hardware Sales: Primary revenue stream from selling fiscal cash registers, POS terminals, barcode scanners, printers, scales, payment terminals, and related POS equipment. Products include Datecs cash registers (BlueCash series), AURES POS terminals, Datalogic scanners, and various peripherals.
2. Software Licenses: Revenue from perpetual software licenses including Sedona Retail (1,850 Lei), Freya Restaurant (Mini 2,494 Lei, Standard 3,524 Lei, Professional 4,699 Lei), and various add-on modules and additional POS licenses.
3. Service Contracts and Maintenance: Recurring revenue from technical assistance contracts, software support agreements, and maintenance services. Contracts available in Remote and On-site variants with different service levels.
4. Consumables: Ongoing sales of consumables including thermal paper rolls for cash registers and POS printers, label rolls, ribbon cartridges, RFID tags, plastic cards, and custom printed forms.
5. Professional Services: Installation, training, and implementation services. Pricing varies by location: Free remote installation, 300-1500 Lei for on-site installation depending on distance. Additional services include restaurant floor plan design and database migration from other programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

SEDONA sells and integrates complete POS and fiscal solutions for Romanian businesses, combining fiscal cash registers, complete POS systems, payment terminals, self-checkout kiosks, barcode scanners and fiscal printers with its proprietary Sedona Retail and Freya Restaurant management software. The company acts as a value-added reseller and integrator, bundling hardware, software licensing, installation, training, and post-sale support (SedonaCare) into turnkey offerings for retail and HoReCa operators.

Product overview

SEDONA is a Romanian POS and fiscal solutions provider (operating since 2002) offering an integrated portfolio of hardware, software, and services for retail, hospitality, and enterprise sectors. The software portfolio centers on Sedona Retail (retail management) and Freya Restaurant (HoReCa management) as the core platforms, supplemented by mobile applications (Sedona POS, Sedona Eye, Sedona Feedback, Sedona Inventory) and add-on modules (Freya Kitchen, Freya Mobile, FreyaSync, Freya Hotel). Hardware offerings include Datecs fiscal cash registers, complete POS systems (Aures, Poindus), payment terminals from multiple brands, self-checkout solutions, electronic shelf labels (Newton, Hipoink, Konekt), digital signage, KEENON and FMART robots, and business accessories (customized cards, printed forms, change stands). Services include technical support contracts, installation, training, and POS equipment rental.

Differentiator

Problem solved

Functional benefit

Brands

• Freya Restaurant: Restaurant management software solution for HoReCa establishments, available in Mini, Standard, Professional, and Delivery variants.
• Sedona Retail
• Sedona POS
• Sedona Eye
• Sedona Inventory
• Sedona Feedback

Products and services

• Fiscal Cash Registers (Datecs) ANAF-compliant fiscal cash registers from Datecs (including models such as Datecs DP-25, DP-35, DP-150, WP-50, WP-500, FP-700, FP-2000) sold to Romanian businesses requiring certified fiscal receipting.
• Complete POS Systems All-in-one point-of-sale systems that bundle a touchscreen terminal, fiscal printer, cash drawer, barcode scanner, customer display and integrated software for retail and hospitality operations.
• Payment Terminals Contactless and chip card payment terminals (including Ingenico and Pax devices) for accepting card payments integrated with SEDONA's POS and fiscal systems.
• Self-Checkout Sedona Self-service checkout kiosk designed and assembled by SEDONA for retail stores, enabling unattended scanning, payment and receipting with integration to back-office systems.
• Sedona Retail Proprietary retail management software for stock control, invoicing, customer database, loyalty, reporting, multi-store management and integrations with accounting and e-commerce, sold as a perpetual license to Romanian retailers.
• Freya Restaurant Proprietary HoReCa management software offered in tiered packages (Starter, Standard, Professional) for restaurants, cafés, fast-food and bars, covering order management, billing, stock and reporting.
• Freya Hotel Hotel management software module for reservations, check-in/check-out, room management and billing, integrated with Freya Restaurant and SEDONA fiscal equipment.
• Sedona Eye AI-powered camera analytics software that monitors checkout activity to detect anomalies and improve loss prevention, sold as a standalone add-on to SEDONA retail deployments.
• Sedona Inventory Inventory management software module for tracking stock movements, transfers, write-offs and supplier orders, sold as a standalone extension for retail and HoReCa operators.
• Sedona Feedback Customer feedback and satisfaction platform that collects ratings and reviews from in-store customers, sold to retailers and HoReCa venues as a standalone product.
• Freya Kitchen Kitchen Display System (KDS) software for restaurants that routes orders to kitchen stations, replaces paper tickets and synchronizes with Freya Restaurant front-of-house.
• Freya Mobile Mobile ordering and payment application that lets restaurant customers order and pay from their phones, integrating with Freya Restaurant back-office.
• FreyaSync Cloud synchronization service that connects multiple Freya Restaurant locations to a single back-office, sold as a standalone subscription for multi-site hospitality operators.
• Sedona POS Mobile App Mobile POS application that turns Android tablets and phones into checkout devices, supporting sales, invoicing and reporting integrated with Sedona Retail.
• Fiscal Print App Software for issuing fiscal receipts through Datecs-compatible fiscal printers from a PC or tablet, sold as a standalone integration product.
• KEENON Service Robots KEENON-brand service and delivery robots distributed by SEDONA for use in restaurants, hotels and retail environments to automate food delivery and table service.
• FMART Service Robots FMART-brand service robots distributed by SEDONA for restaurant and hospitality automation, including food delivery and reception tasks.
• Digital Signage Digital signage displays and media players sold for in-store advertising, menu boards and customer communication in retail and HoReCa venues.
• ESL (Electronic Shelf Label) Solutions Electronic shelf label systems replacing paper price tags in retail stores, with centralized price management and integration to SEDONA retail software.
• SedonaCare Service Contracts Recurring post-sale support and maintenance service contracts (Basic, Standard, Professional, Premium tiers) covering remote and on-site intervention, parts, labor and periodic maintenance for installed SEDONA equipment.
• POS Systems Rental Rental service for complete POS systems, allowing Romanian businesses to use certified fiscal equipment without upfront purchase, on monthly rental terms.

Quantifiable outcome

• Customers report profitability improvements through competitive consumables pricing and efficient POS system operations.

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• FreshdeskcoreTechnology or IntegrationFreshdesk provides the technical support platform (sedonaalm.freshdesk.com) for SEDONA's customer service operations, including ticket management, knowledge base, and 24/7 support capabilities.
• MailchimpminorGTM or Marketing PartnerMailchimp provides email marketing services for SEDONA's newsletter and marketing communications.
• MobilPay (Netopia)coreTechnology or IntegrationMobilPay processes all online payment transactions on aparaturafiscala.ro, enabling customers to pay with cards directly on the website.
• FAN CourierminorChannel Partner/ Reseller/ DistributorFAN Courier is one of the contracted courier partners for product delivery throughout Romania.
• Urgent CargusminorChannel Partner/ Reseller/ DistributorUrgent Cargus is one of the contracted courier partners for product delivery throughout Romania.
• TNTminorChannel Partner/ Reseller/ DistributorTNT is one of the contracted courier partners for product delivery throughout Romania.
• DatecscoreTechnology or IntegrationDatecs is a key hardware vendor providing fiscal cash registers (BlueCash series) and payment terminals sold through SEDONA.
• AUREScoreTechnology or IntegrationAURES provides POS All-in-One terminals included in SEDONA's complete POS system packages.
• DatalogiccoreTechnology or IntegrationDatalogic provides barcode scanners included in SEDONA's POS system solutions, particularly for self-checkout configurations.
• Keenon RoboticsminorChannel Partner/ Reseller/ DistributorKEENON provides service robots (DinerBot series) for hospitality automation, distributed by SEDONA in Romania.
• FMART RoboticsminorChannel Partner/ Reseller/ DistributorFMART provides window-cleaning robots (T10 PRO) distributed by SEDONA in Romania.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SumUp: SumUp is a European mobile POS and payment acceptance provider serving micro and small merchants with card readers and a software POS, directly competing with SEDONA's mobile fiscal solutions (Sedona POS app, fiscal printers, portable cash registers) for SMB checkout.
• Toast: Toast is a leading cloud-based POS and restaurant management platform built for the HoReCa sector, with table management, kitchen display, online ordering, and loyalty. It is directly comparable to SEDONA's Freya Restaurant Professional offering for SMB restaurants.
• Datecs: Datecs is a Bulgarian-origin manufacturer of fiscal cash registers, fiscal printers, and payment terminals sold throughout Eastern Europe. It is the primary hardware OEM inside SEDONA's bundles and competes with SEDONA in the same Romanian fiscal equipment category, making it the closest direct peer.
• Zettle by PayPal: Zettle (formerly iZettle, now part of PayPal) is a European mobile POS and commerce platform for SMBs. It targets the same retail and HoReCa small-merchant segment as SEDONA with comparable point-of-sale software and payment hardware.
• TouchBistro: TouchBistro is an iPad-based POS platform purpose-built for restaurants, with table management, ordering, and payments. It is a direct software competitor to SEDONA's Freya Restaurant suite in the HoReCa vertical.
• Lightspeed Commerce: Lightspeed is a global omnichannel POS software platform serving retail and restaurant SMBs with inventory, sales, and reporting tools — directly comparable to SEDONA's Sedona Retail and Freya Restaurant software layers and a potential competitor as it expands into Eastern Europe.

Broad incumbents

• Verifone: Verifone is a global incumbent in payment terminals and POS hardware, supplying payment devices that overlap with SEDONA's Datecs/Zebra/Sunmi/Elo payment-terminal offerings. It competes broadly rather than in SEDONA's Romanian SMB niche.
• Block (Square): Square, a Block subsidiary, is a large US-headquartered SMB POS and payments platform with hardware readers, software, and commerce services. It is a broad incumbent competitor across SEDONA's retail and restaurant software and payment-terminal categories.

Regional players

• Novitus: Novitus is one of the largest Polish manufacturers of fiscal cash registers, fiscal printers, and POS equipment, serving SMBs across Central Europe. It is a regional peer that competes with SEDONA's fiscal hardware portfolio in neighboring CEE markets.

Others

• NETOPIA Payments (MobilPay): NETOPIA Payments (MobilPay) is a Romanian online payment processor that already powers SEDONA's e-commerce checkout and is positioned in the same Romanian SMB commerce stack. It is an adjacent payments-rail partner/competitor rather than a direct POS software peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/casedemarcat
• YouTubeyoutube.com/sedonaretail
• LinkedInlinkedin.com/company/sedona-alm
• Instagraminstagram.com/sedonapos

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 SEDONA