What Roxcel does

Roxcel (legally ROXCEL Trading GmbH) is a Vienna-headquartered global trading company in the pulp, paper, and board industries, founded in 1993 by Ahmad Porkar and operating as a subsidiary of ROXCEL Holding. The company procures and distributes a comprehensive portfolio across five core product categories — Paper (coated and uncoated woodfree, specialty, mechanical, tissue, kraft), Cartonboard (SBS, FBB, GD, GT grades with barrier coatings), Containerboard (recycled and virgin kraftliner), Pulp (mechanical, short/long fiber, fluff, recycled), and Stocklots (surplus A- and B-grade material at 15-50% discounts) — to converters, commercial printers, packaging manufacturers, and paper mills in more than 25 countries. The underlying business is a relationship-driven trading and distribution platform rather than a technology platform: it combines 14 regional sales departments at the Vienna headquarters with international offices across EMEA, APAC, the Americas, and Africa, supported by FSC and PEFC chain-of-custody certifications and EUDR-compliant sourcing. Beyond pure trading, Roxcel owns manufacturing assets acquired in 2011 (Brigl & Bergmeister in Austria and Papirnica Vevče in Slovenia) and in 2024 launched ROXCEL Printtec, a Germany-based venture selling large-format offset printing equipment.

The business model is primarily transactional: ROXCEL earns a spread between producer and end-buyer prices on paper, pulp, and board flows, supplemented by stocklot arbitrage and — increasingly — by manufacturing margins from owned mills and equipment sales via Printtec. Revenue is not publicly disclosed and the company has not raised external funding, indicating organic, cash-flow-funded growth. Customer segments are enterprise-focused across three primary verticals (printing, packaging manufacturing, and fiber production) with a horizontal segmentation approach. Distribution is overwhelmingly direct via the global office network and the Vienna-based sales departments, with marketing concentrated in major international trade exhibitions (DRUPA, ASEAN Pulp & Paper Summit, PaperWorld Middle East, etc.) and a multilingual digital presence.

Name

Roxcel

Legal name

ROXCEL Trading GmbH

Website

https://roxcel.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

251–500 employees

Short description

Roxcel is a Vienna-based global trader and distributor of pulp, paper, and board products, supplying converters, commercial printers, packaging manufacturers, and paper mills in 25+ countries through 14 regional sales departments and a network of international offices.

Ownership category

akta.pro rank

Product category

Paper and Pulp Trading

NAICS

Converted Paper Product Manufacturing (3222), Commercial Printing (except Screen and Books) (323111)

SIC

Paper Mills (2621), Printing Trades Machinery & Equipment (3555)

akta.pro primary industry

Paperboard & Containerboard Trading (IMAMAIAG)

akta.pro secondary industries

Folding Cartons & Paperboard Packaging Converting (IMAMAHAB), Folding Carton & Paperboard Packaging Printing (IMALAKAH)

Keywords

• Pulp and paper trading
• Cartonboard distribution
• Containerboard supply
• Forest products sourcing
• Stocklot paper sales

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices25 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Paper and Forest Products Trading: ROXCEL Trading GmbH operates as a global trading company in the paper, pulp, and board industries, providing procurement solutions and market access to printing, packaging, and related industries worldwide. The company facilitates transactions between producers and buyers, offering market insights, risk management, and technical support services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

ROXCEL Trading GmbH is a Vienna-based global trading company that sources, distributes, and supplies paper, cartonboard, containerboard, pulp, and stocklot (surplus) materials to converters, commercial printers, packaging manufacturers, and paper mills across more than 25 countries. Operations are supported by 14 regional sales departments at the Vienna headquarters plus international offices, combining product supply with market insights, financial risk management, and technical/marketing support. The group also owns paper mills (Brigl & Bergmeister in Austria and Papirnica Vevče in Slovenia) and operates the ROXCEL Printtec offset printing equipment venture launched in Germany.

Product overview

ROXCEL is a global trading company in the pulp, paper, and board industries, offering a comprehensive portfolio of five core product categories: Paper (coated/uncoated woodfree, specialty, mechanical, tissue, kraft papers), Cartonboard (SBS/GZ, FBB/GC, GD, GT, GK grades with barrier coatings), Containerboard (recycled and virgin grades), Pulp (mechanical, short/long fiber, fluff, recycled), and Stocklots (surplus materials at 15-50% discounts). The company operates as a one-stop solution provider, combining product supply with expert market insights, financial risk management, and technical support through 14 regional sales departments at their Vienna headquarters and offices worldwide. ROXCEL Printtec, their German-based offset printing venture, extends the offering into manufacturing solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Paper

Quantifiable outcome

• Stocklot prices 15-50% below prime stock
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• ASEAN Pulp & Paper SummitcoreStrategic or Co-development Partner · 13 November 2024ROXCEL was one of two strategic partners for the 1st ASEAN Pulp & Paper Summit held November 13th, 2024. The event brought together major corporations including APP, RGE, Smurfit Westrock, Solenis, Tietoevry, XSD, and McKinsey with over 200 attendees from Asian countries. ROXCEL hosted a panel discussion on 'the future of packaging'.
• Print Media Association Singapore (PMAS)minorChannel Partner/ Reseller/ Distributor · 21 June 2024ROXCEL Singapore became a member of the Print Media Association Singapore (PMAS), an organization comprising diverse printing companies and allied businesses. ROXCEL participated in PMAS's Annual General Meeting on June 21, 2024, engaging with industry leaders and fellow members.

Scale indicators4 records

Recent moves34 records

Expansion highlights5 records

Direct peers

• Antalis: Antalis is one of Europe's largest paper, packaging, and visual communication product distributors, operating across more than 40 countries with a comparable merchant business model that sources from global producers and sells to converters, printers, and packaging manufacturers — directly mirroring Roxcel's trading platform.
• Heinzel Group: Heinzel Group is an Austria-based global player in pulp, paper, and packaging trading and production, with sales offices worldwide and paper mill assets. Its combination of merchant trading and integrated production makes it one of the closest functional comparables to Roxcel's hybrid model.
• Spicers: Spicers is a leading Australia-headquartered paper and packaging merchant distributing across ANZ and select international markets to commercial printers, converters, and packaging manufacturers — directly comparable to Roxcel's paper merchant/distributor business targeting the same customer set.
• Lecta: Lecta is a European manufacturer and distributor of specialty papers for labels and packaging, combining paper mill production with merchant distribution across multiple geographies. Like Roxcel, it serves converters and packaging manufacturers with a vertically integrated paper-focused offering.

Broad incumbents

• Sappi: Sappi is a global producer of coated and uncoated graphic papers, packaging board, and dissolving pulp with operations across Europe, North America, and Africa. As one of the world's largest paper producers with merchant sales arms, it competes with Roxcel as a supplier to the same converter and printer customer base.
• Mondi: Mondi is a UK-listed global packaging and paper group with integrated containerboard, kraft paper, and corrugated packaging operations across Europe, Africa, and emerging markets. It is a key Roxcel supplier/customer counterpart and competes indirectly in paper trading through its merchant and conversion arms.
• UPM-Kymmene: UPM is a Finnish-headquartered global producer of printing papers, packaging materials, and bio-based products with European, North American, and Asian operations. As a major pulp and paper producer with sales to converters and printers, it overlaps with Roxcel's trading and sourcing universe.
• Stora Enso: Stora Enso is a Finnish-Swedish integrated pulp, paperboard, and biomaterials producer with significant packaging board capacity serving folding carton and packaging customers globally. It operates as both a supplier and competitor to Roxcel's containerboard and cartonboard trading activities.
• Smurfit Westrock: Smurfit Westrock is the world's largest containerboard and corrugated packaging producer following the 2024 merger, with global operations across the Americas, Europe, and Africa. It represents a major customer-supplier overlap with Roxcel in containerboard trading and packaging materials supply.
• Holmen (Iggesund): Holmen operates the Iggesund paperboard business producing premium folding boxboard for cosmetics, luxury, and food packaging customers globally. As a high-end paperboard producer serving converters that Roxcel also supplies, it sits in the same value chain ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/roxcel

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 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 Roxcel