firman

What firman does

FIRMAN is a power generation and construction equipment brand owned by SUMEC Group Corporation, a Chinese state-owned industrial enterprise established in 1978 and part of the SINOMACH national machinery group. The brand manufactures gasoline generators (SPG, FPG, RD, Industrial Line, NAVIGATOR, and SUMEC series), diesel generators (SDG series up to 313 kVA), welding generators, motor pumps, air compressors, diesel heat guns, gasoline engines (SPE series), and light construction equipment including vibrating plates, cultivators, joint cutters, snow blowers, and vibration rammers. Industrial units are built on Japanese Mitsubishi and Subaru engines, and the full product line uses copper-wound alternators, inverter technology for stable waveform output, and optional Aisikai ATS / Harsen Smart Gen automatic-transfer-switch controllers for backup-power applications.

FIRMAN's commercial footprint is anchored in Russia, where official dealer Росэнергогрупп (Rosenergo Group) operates wholesale warehouses in Moscow, Yekaterinburg, and Novosibirsk and supports free-delivery coverage to 231 cities. Distribution extends internationally through the firman.biz e-commerce storefront, Walmart and Amazon in the United States, and historical sales into Indonesia where the brand set a longevity record at the Indonesian Museum of Records (Muri) in 2013. Pricing spans roughly 17,500 RUB for entry-level consumer portables to over 4,000,000 RUB for heavy industrial diesel sets, addressing home backup, construction, agriculture, and industrial standby-power segments.

The business model is predominantly hardware sales of physical equipment, with limited recurring revenue beyond accessories and spare parts (transport kits, ATS modules). Manufacturing is centralized in China under SUMEC with documented quality-control protocols (two reference units retained per industrial batch), while brand-level go-to-market is hybrid: wholesale dealer network in Russia, direct-to-consumer e-commerce, marketplace and big-box retail internationally. Three customer personas — residential homeowners, construction and industrial buyers, and commercial/institutional standby-power facilities — represent the primary revenue mix.

Name

firman

Website

https://firman.biz

Company type

Private

Founded year

1978

Operating status

Operating

Short description

FIRMAN is a Chinese SOE-backed (SUMEC Group, SINOMACH) power-equipment brand manufacturing gasoline and diesel generators, welding generators, pumps, compressors, and light construction machinery, distributed primarily through a Russian dealer network and internationally via Walmart, Amazon, and direct e-commerce.

Ownership category

akta.pro rank

Product category

Power Generation Equipment

NAICS

Motor and Generator Manufacturing (335312), Engine, Turbine, and Power Transmission Equipment Manufacturing (3336), Engine, Turbine, and Power Transmission Equipment Manufacturing (33361), Pump and Compressor Manufacturing (33391), Other Engine Equipment Manufacturing (333618)

SIC

Motors & Generators (3621), Engines & Turbines (3510), General Industrial Machinery & Equipment (3560)

akta.pro primary industry

Emergency & Standby Diesel Generator Power (Critical Facilities) (EUACACAH)

akta.pro secondary industries

Diesel Engine Power Plants (Medium/High-Speed Reciprocating) (EUACACAB), Internal Combustion Engine (ICE) Manufacturing (Gasoline/Diesel) (IMACAHAA), Remote & Islanded Oil/Diesel Power Generation (Off-Grid, Mini-Grids) (EUACACAG)

Keywords

• Power generation equipment
• Gasoline generators
• Diesel generators
• Welding generators
• Construction machinery

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Generator Sales: Primary revenue from manufacturing and selling gasoline and diesel generators, welding generators, and related power equipment to consumers and industrial customers.
2. Engine Sales: Sale of branded gasoline engines (SPE series) for use in generators and other applications.
3. Accessories and Spare Parts: Sales of transport kits, ATS modules, and other accessories for generators.
4. Road Equipment Sales: Additional revenue from vibration plates, cultivators, snow blowers, and other road/construction equipment under the Firman brand.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

FIRMAN manufactures and sells portable and stationary power generation equipment, including gasoline generators, diesel generators, welding generators, gasoline engines, motor pumps, air compressors, diesel heat guns, and road/construction machinery under the FIRMAN, NAVIGATOR, and SUMEC sub-brands. Products range from 1 kW consumer backup units to 313 kVA industrial diesel gensets and are distributed across Russia through the Rosenergo Group dealer network and internationally via Walmart and Amazon.

Product overview

FIRMAN is a manufacturer of power generation equipment and heavy machinery owned by SUMEC Group Corporation. The product portfolio includes multiple series of gasoline generators (SPG, FPG, RD, Industrial Line, NAVIGATOR, SUMEC), diesel generators (SDG series up to 10kW and industrial models), welding generators, motor pumps, diesel heat guns, air compressors, gasoline engines (SPE series), and construction equipment including vibrating plates, cultivators, joint cutters, snow blowers, and vibration rammers. The company serves Russian and international markets through dealer networks, with products designed for applications ranging from home backup power to industrial construction and agriculture.

Differentiator

Problem solved

Functional benefit

Brands

• NAVIGATOR: Economy-class gasoline generators developed specifically for Russian market customers purchasing generators for private homes and dachas while requiring high-quality assembly at reasonable prices
• SUMEC

Quantifiable outcome

• Up to 28 hours continuous operation on single tank (NPG2700-2018)
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

One partnership is on record.

• SUMEC Group CorporationcoreTechnology or Integration · 1 January 1978SUMEC Group Corporation is the parent company of Firman. Founded in 1978, SUMEC is a key state-owned enterprise of China and part of Chinese national machinery corporation SINOMACH. In 2014, SUMEC entered the top 500 global industrial enterprises. SUMEC provides manufacturing capabilities, quality control systems, and technological expertise for Firman generator production.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Generac Holdings: Generac is a leading US-based manufacturer of backup power generators, including residential, commercial, and industrial models with extensive ATS integration. Directly comparable to FIRMAN's SDG industrial diesel line and SPG/FPG consumer generators, though Generac operates at much larger scale and broader geographic reach.
• Honda Power Equipment: Honda's Power Equipment division manufactures portable and industrial generators, engines, pumps, and construction equipment with globally recognized brand equity. FIRMAN explicitly benchmarks against Honda on price, and both companies serve overlapping consumer and professional segments with similar product families.
• Yamaha Generators: Yamaha produces portable generators, industrial generators, and engines serving professional and consumer markets. Comparable to FIRMAN's gasoline generator lines (SPG, FPG, RD) and Industrial Line products with Japanese engine pedigree overlap (FIRMAN sources Mitsubishi/Subaru engines for its industrial line).
• Briggs & Stratton: Briggs & Stratton is a major US manufacturer of small engines and power equipment including portable generators. Comparable to FIRMAN in the consumer-to-professional generator segment and small engine manufacturing, with overlapping product portfolios in residential and light commercial backup power.
• Cummins Power Generation: Cummins is a global manufacturer of diesel and gas generators, engines, and power systems for industrial, commercial, and standby applications. FIRMAN's SDW400DCT welding generator uses a Cummins 4BT3.9G1 engine, and FIRMAN's industrial SDG series competes in the same heavy-duty standby power market.

Direct peers

• Champion Power Equipment: Champion designs and manufactures generators, inverters, and power equipment for residential, commercial, and industrial applications with a similar mid-market price-positioning to FIRMAN. Both brands compete in the portable and standby generator market through similar retail and dealer channels including Walmart and Amazon.
• WEN Products: WEN manufactures affordable power equipment including generators, inverter generators, and pressure washers sold primarily through Amazon and big-box retailers. WEN's price-positioned product range and Amazon-heavy distribution directly mirrors FIRMAN's US go-to-market through Walmart and Amazon.
• DuroMax Power Equipment: DuroMax produces portable and standby generators ranging from consumer to industrial power levels, sold through retail and online channels in North America. Closely comparable to FIRMAN's SPG/RD/SDG line segmentation across home backup, professional, and industrial applications.
• Westinghouse Outdoor Power Equipment: Westinghouse manufactures portable and inverter generators, pressure washers, and outdoor power equipment distributed through major retailers including Walmart and Amazon. Directly comparable to FIRMAN's portable generator portfolio and consumer-channel distribution strategy.

Emerging players

• SDMO Industries: SDMO (now part of Kohler) manufactures portable and stationary gensets for residential, commercial, and industrial applications. Comparable to FIRMAN's industrial diesel generator line, particularly the SDG series standby and industrial standby power products with ATS integration.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance6 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 firman