Varo

What Varo does

Varo (legally VARO - Vic. Van Rompuy nv) is a Belgian B2B wholesale distributor founded in 1958 and headquartered in Lier, near the Port of Antwerp, with 101–250 employees. The company manufactures and distributes power tools, garden equipment, hand tools, and accessories globally under three owned sub-brands — Powerplus (DIY and garden power tools, nearly 3,000 SKUs), Kreator (hand tools and accessories positioned on price/quality), and Premion (impulse-purchase household and hardware items) — alongside private-label production for DIY retailers worldwide. Products reach end consumers through DIY stores in more than 40 countries, supported by wholly-owned subsidiaries in Barcelona (Varo Iberica, since 2001, serving Spain and Portugal) and Shanghai (quality control and supplier coordination for Chinese production).

Name

Varo

Legal name

Varo - Vic. Van Rompuy nv

Website

https://varo.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

101–250 employees

Short description

Varo is a Belgian B2B wholesale distributor founded in 1958 that manufactures and distributes power tools, garden equipment, hand tools, and accessories under the Powerplus, Kreator, and Premion sub-brands to DIY retailers in more than 40 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Liers

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Wholesale Tool Distribution: B2B wholesale distribution of power tools, garden equipment, hand tools, and accessories to DIY retailers and hardware stores. Products sold under owned brands (Powerplus, Kreator, Premion) and private labels through wholesale channels.
2. Private Label Manufacturing: Manufactures and distributes tools under different private labels for DIY stores worldwide.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

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Product overview

Varo (VARO - Vic. Van Rompuy nv) is a Belgian company and one of Europe's leading distributors of power tools, garden equipment, hand tools, and accessories. The company operates through three primary sub-brands: Powerplus (DIY and garden power tools), Kreator (hand tools with excellent price/quality ratio), and Premion (impulse sales products for household tasks). Powerplus offers nearly 3,000 products including power tools (drills, grinders, saws, sanders, mixers), garden tools (lawnmowers, chainsaws, trimmers), and accessories, sold in DIY stores across more than 40 countries. Kreator provides hand tools, accessories, gardening equipment, moving/storage solutions, and safety products. Premion focuses on impulse-buy items like household accessories and reading glasses with specialized display concepts. The company maintains offices in Belgium (headquarters), Spain, and China.

Differentiator

Problem solved

Functional benefit

Brands

• Powerplus: Do-it-yourself and garden tools brand offering power tools, garden equipment with quality ranges from occasional to intensive use. The brand celebrated its 30th anniversary in 2025.
• Kreator
• Premion

Quantifiable outcome

• Products present in more than 40 countries
• +2 more outcomes

Named customers1 record

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• HubominorStrategic or Co-development PartnerCollaboration on standardized GS1 DIY garden-and-pet data model. Hubo asked Varo to participate in developing a standardized data model for B2B clients to have complete product information overview.
• ContentservcoreTechnology or IntegrationPIM (Product Information Management) and DAM (Digital Asset Management) system chosen by Varo to optimize, manage and forward product data to clients.
• GS1coreTechnology or IntegrationGlobal standards organization for product identification and data exchange. Varo participates in the GS1 DIY garden-and-pet data model for standardized product information.
• Parsionate and PXHminorImplementation/ SI/ Consulting PartnerPIM implementation partners who worked with Qmica and TrustedSource to set up the automated data link.
• Thomas De Gendt / Powerplus Gravel TeamminorGTM or Marketing PartnerThree-year sponsorship partnership where Thomas De Gendt leads the Powerplus Gravel Team, aligning brand with cycling community and outdoor enthusiasts.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Stanley Black & Decker: Global tool conglomerate owning DeWalt, Stanley, Black+Decker, and Craftsman brands across power tools, hand tools, and outdoor equipment. Broad incumbent comparable to Varo across the full DIY/pro tool spectrum, though at significantly larger scale and brand tier.
• Bosch Power Tools (Robert Bosch): Bosch's DIY (green) and professional (blue) power tool lines plus Dremel and accessories cover the same cordless platform, garden, and hand tool categories as Varo. Direct competitive overlap at the value tier through Bosch DIY, with significantly deeper R&D and brand investment.
• Makita: Japanese power tool leader with strong cordless LXT platform competing in both DIY and professional segments across Europe. Overlaps with Varo in power and garden tools but at the mid-to-premium tier with much larger brand recognition.
• Techtronic Industries (TTI): Hong Kong-listed parent of Milwaukee, Ryobi, AEG, and Hoover. Ryobi is the closest direct competitor to Powerplus at the DIY value tier with a very deep battery platform; TTI also competes in garden and outdoor. Direct peer at scale with significant distribution overlap.

Direct peers

• Einhell Germany AG: German-listed DIY tool and garden equipment manufacturer with own-brand Power X-Change battery platform sold across Europe. Closest direct peer to Varo by business model, customer base (DIY retailers), scale, and product breadth; competing head-to-head at the value tier.
• Metabo (Kokoro Group, formerly Hitachi Koki):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/varo

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Varo