The Hungarian company Absolute Méréstechnika Ltd. is shaking up the industrial tensile testing machine market with a unique approach. Founder Zoltán Kovács believes that uncompromising technical quality can also be delivered in a customer-friendly and cost-effective way. Guided by this philosophy, the company developed the Barrus product line, a range of universal testing machines and hardness testers that quickly became a recognized brand in Hungary. Now, the company is setting its sights on international markets.
The European tensile testing machine market has long been dominated by a few well-established manufacturers, making entry tough—but not impossible.
“We used to distribute various products, but I’ve always been passionate about material testing machines—it’s my personal focus,” explains Mr. Kovács. “I realized that major manufacturers impose aggressive pricing, and I couldn’t shake the idea that this could be done in a way that benefits customers more.”
“When we founded Absolute Méréstechnika Ltd. in 2008, our goal was to create absolute value through technically flawless yet cost-effective products.”
Initially a distributor, the company gradually transitioned to developing its own brand. “We distributed several manufacturers’ products, but I wanted more control over quality, services, and pricing. “We built a great team, and with the right expertise in place, we had everything needed to launch Barrus.”
This led to the creation of the Barrus universal testing machines product line, named after the Latin word “elephant,” symbolizing strength and reliability. The lineup launched with two series:
- Barrus Grey, a cost-effective range offering practical solutions, and
- Barrus RED, high-end with advanced features and high-tech accessories.
“Our goal was to offer tensile testing machines that represent a solid long-term investment for our customers,” says Zoltán Kovács. “We offer a three-year warranty, and continue servicing machines beyond that. More than 20 of our machines are operating across Hungary, with the first one sold six years ago. So far, there have been no significant malfunctions—great for customers, though perhaps not too good for our service department,” he jokes.
Unlike many competitors, Barrus includes its proprietary Ivory material testing software free of charge with every machine. “It always frustrated me that most manufacturers sell software separately or in bundles, making customers spend as much as a car by the time they have everything they need.,” the CEO explains.”
Modern tensile testing machines rely on seamless integration with software, so selling it separately is akin to selling a car without a steering wheel. “Our philosophy is that the software is part of the machine. We include our Ivory software with every system, offering features like report editing, diagram customization, and building methodologies for everything from cyclic testing to tension and compression.”
“Every tensile testing machine is unique,” notes Zoltán Kovács. “Customers often order a new machine based on previous specifications, but we always double-check if it’s really what they need.”
Barrus takes a consultative approach, leveraging 22 years of Mr. Kovács’s expertise to assess customer needs and deliver the best possible solution. “Sometimes, customers can reuse old grips on a new machine, and we can even offer trade-ins for older equipment. We always aim to deliver the best value for money.”
After establishing a strong presence in Hungary, Barrus is now expanding internationally. Competing against well-known global manufacturers poses challenges, but the company is making steady progress.
“We’ve sold machines in Germany, Romania, Slovakia, and Italy, and we’re present across most of Europe. Recently, one of our machines was showcased in Switzerland, and we’ve participated in tenders in Poland, the UK, the Netherlands, and the Czech Republic,” says Kovács.
Although building a presence internationally is demanding, Kovács remains optimistic. “I believe our customer-focused approach will pay off in the long run. We just need to be patient.”
Barrus’s unique blend of high-quality engineering, cost-efficiency, and exceptional customer support positions it as a formidable challenger in the competitive world of material testing solutions.
