Kirill Beleliev is the Director of Supplies and Sales and a member of the Board of Directors of AmonRa Energy AD. He has been part of the company since its founding in 2020 and is responsible for commercial relations with the leading international manufacturers in solar energy, which the company represents in Bulgaria. Beleliev plans deliveries from over 30 leading manufacturers of solar panels, inverters and systems, ensuring their availability in the warehouse and the full-service center. He is also responsible for sales to B2B clients, including over 500 installers in Bulgaria and abroad. Before joining AmonRa Energy, Beleliev worked in a trading company in Bucharest, Romania, where he focused on increasing market share and improving the financial results of the business. He completed his secondary education in Ukraine, after which he studied Economics and Politics at Royal Holloway, University of London.
Mr. Kiril Beleliev, what are the more important achievements of “AmonRa Energy” in recent years?
Deliveries from today to tomorrow, but not only in the countries where we have offices and warehouses, namely – Bulgaria, Romania, North Macedonia, Serbia, Ukraine and Greece, but also in Central and Eastern Europe. We have built a stable market presence in Eastern Europe and the Balkans. We are following and improving our site development plan. The procedure for obtaining a construction permit for our new base in the city of Shumen is in its final stage. It will function as a logistics center serving the needs of Northeastern and Central Bulgaria. Commercial and warehouse premises will be rented out there.
With the experience gained in the production of structures for solar systems and charging stations, we offer proven solutions that meet the highest standards under the brands AR2 and AR CHARGER. AR2 structures are manufactured in the city of Dragoman, designed and developed by “AmonRa Energy” AD and contractor “Kontaktni Elementi” AD. The contractor company specializes in the production of first-class systems with a high standard of efficiency and durability, and holds a BDS EN ISO certificate for quality management.
At AmonRa, we are constantly expanding our portfolio of proven manufacturers and components, while maintaining a huge assortment in stock, and shortened delivery times allow us to respond adequately to customer needs. We stand behind the idea that our company provides leading brands with fast delivery. And we make it a reality every day.
Our competitive advantage is the full stock availability of complete photovoltaic equipment. We have a wide variety of solar panels, inverters, structures, cables and a full range of necessary components for a complete solar installation – everything is available in stock and ready for quick delivery. This allows us to respond immediately to the needs of our customers and partners, without wasting time waiting or delays, which we often encounter with other suppliers. Our well-organized logistics and warehouse system guarantees efficient order processing and continuous deliveries. It is trust and security that are the basis of customer loyalty and our successful partnerships.
Could you point out some more interesting new products, new solutions for photovoltaic systems?
Every month we include new products in our portfolio. We were the first on the Bulgarian market to start offering inverters and batteries of the largest global brands such as Sungrow, SUNWODA, DEYE and others. They continue to enjoy exceptional interest. We also invest in new brands with a good price-quality ratio. We recently became representatives of Solis inverters and Dyness industrial and commercial batteries. We are working on several new partnerships, which we are about to announce in the coming months.
In addition to the rich range of solutions and products for the photovoltaic sector, we are starting to import air conditioners and heat pumps, as well as offer new heating and cooling solutions. This step is a natural development of our business and meets the expectations and requirements of our customers.
In terms of energy storage batteries, in addition to global manufacturers from the so-called first pillar of solar energy according to the Bloomberg New Energy Finance ranking, we also offer our own UPS and CERB BESS battery solutions. They are suitable for energy storage for both residential and industrial users, for large electricity suppliers and for solar stations.
In the field of electric vehicle charging stations, we have products under our own brand AR CHARGER. The number of charging stations is expected to increase significantly, in view of Regulation (EU) 2023/1804, which requires the construction of publicly accessible recharging stations in accordance with the number of registered vehicles.
Our activity is closely related to the Green Transition processes. This is the long-term policy of the European Union for sustainable development, the main technologies on which it is based are photovoltaic systems and HVAC air conditioning (including heat pumps and air conditioners). They are defined as some of the most effective and low-cost solutions for households and businesses in the long term. In support of the climate goals of the European Union, they not only ensure energy independence, stability and low cost, but also contribute to a sustainable future.
There was huge interest in the procedure for storing electricity from renewable energy sources under the PVU, which was opened last summer. 151 proposals were submitted for a total of nearly 5 billion leva, and its budget is 1.154 billion leva. Is there interest in batteries, what are the challenges in this segment of solar energy?
In mid-April, it became clear that 82 projects were approved for financing under the RESTORE procedure, and their total value is over 1 billion leva. Inquiries about batteries to us have increased significantly in recent weeks, which is partly related to the projects approved under the program. Some of them are emerging as significant in scope and scale.
Due to the large number of requests from customers in the country and abroad, the challenge is to react extremely quickly, regardless of the volume of the shipment. We deliver even small quantities to any point in Bulgaria because we value our customers.
We work and partner with over 500 installers, designers and project managers in Bulgaria. It is important for us that our clients develop and keep up with new products and technologies, and this happens through regular free training. We conduct similar training programs monthly in each of the countries in which we operate, thus improving the competencies of our employees, clients and partners.
What should people and companies be careful about with photovoltaic equipment?
It is recommended to look for suppliers who will first conduct an analysis, then develop a project with various technical solutions, and only then discuss the delivery of specific components.
Rooftop solar systems are being built with batteries that do not meet the real needs of the customer. Panels are offered that are not suitable for a given roof, they are simply in stock. After two or three years, however, these panels break at the first strong wind. In Bulgaria, large and powerful photovoltaic panels are being installed en masse. While the German standard – small, up to 2 sq.m. area, 420 and 460 watts, bi-facial or double glass – is much more efficient. Bi-facial and double glass panels produce more energy, and also guarantee a higher class certificate for the building installation. This standard is imposed not only in Germany, but also in many other countries. It is good to learn from the experience of developed economies!
The situation is similar with charging stations for electric vehicles, where cheaper ones, with low technical parameters, with slow charging are still preferred. This is disappointing for investors. It is not important that a charging station simply works, but that it charges the battery in an optimal way for the vehicle. We are about to change this trend. We are imposing DC stations for small and medium-sized businesses. They charge in a matter of minutes and interest in them is growing – both from companies for new residential and commercial complexes, where the stations are for common use, and from private individuals, for personal use. Accelerated charging makes cars more attractive for everyday use. Sustainable mobility starts with quality infrastructure.
AmonRa Energy AD is the first and so far only photovoltaic company on the Bulgarian Stock Exchange. What are your expectations for the company’s performance this year?
“AmonRa Energy” is a public company with over 100 shareholders as of December 2024. Our turnover for last year is over 64 million BGN. We are developing at a good pace. In the last 3 years, we have been working with falling prices for all product groups we sell, and there are reasons to believe that price levels have reached their lowest value. At the same time, the number of new customers, the amount of orders processed and our regular customers are increasing with each passing year.
The first quarter of 2025 is stable and promising. We are looking forward to a dynamic start to the season, accompanied by the introduction of new product solutions. With them, we aim to meet the growing demand and improve our market coverage. Our investments in innovative products allow us to offer increasingly advanced solutions, and our warehouses provide the opportunity for fast deliveries and instant availability.
Last year, we distributed a percentage of net profit to shareholders. At the same growth rates, we will pay a dividend in 2025 as well. Our philosophy is that we pay up to 80% of the profit to shareholders immediately, and not after 10-15 years.
“AmonRa Energy” AD is one of the established suppliers of photovoltaic modules and inverters, battery systems, electrical installation materials, wires, structures and charging stations in Eastern Europe and the Balkans. Since 2023, the company has been listed on the Bulgarian Stock Exchange and is among the 100 largest companies by market capitalization. Through its trading companies in Bulgaria, Romania, Serbia, Greece, Ukraine and North Macedonia, it guarantees constant availability and a wide range. In each of the segments, the company works and distributes globally proven manufacturers and brands.
