What Reca does

RECA NORM GmbH & Co. KG, doing business as Reca, is a German B2B direct sales company headquartered in Kupferzell that supplies fasteners, tools, standard parts, and consumables to over 70,000 trade and industry customers in Germany. Founded in 1981 and operating as a wholly-owned subsidiary of the Würth-controlled Adolf Würth GmbH & Co. KG within the international RECA network, the company catalogs more than 50,000 products across mounting technology, material processing, occupational safety, diamond tooling, and chemical-technical categories. Customers span eight disclosed verticals — construction, electrical trade, HVAC installation, industrial, plant construction, metal structure, window technology, and timber construction — and are acquired through a field sales force alongside an electronic ordering platform.\n\nThe core technology stack centers on B2B e-procurement and intralogistics systems rather than consumer-facing software. The proprietary elVIS electronic sales system, rolled out to field tablets in 2014, supports on-site ordering, while SECO, SECO MATIC, and KANBAN Light manage bin-based replenishment, RFID tracks inventory, and the mySTORAGE cloud platform consolidates warehouse, vehicle, and construction-site resource data. RECA iSTORAGE vending hardware (flap dispensers, carousel and weighing-cell machines, automated drawers, hazardous-substance cabinets) is installed at customer sites, and e-procurement connectivity runs through OCI, cXML Punchout, and EDI into SAP Ariba, COUPA, Mercateo UNITE, Onventis, jCatalog, and Newtron. RECA also operates consumer-facing channels — a mobile app with barcode scanning, a WhatsApp ordering service, and a CAD data library — alongside complementary services in fleet management, hazardous material compliance, anchor calculation, and training.\n\nCommercially, RECA runs a direct sales model with field representatives and quote-based pricing tailored to volume, customer type, and contract terms, billed typically on a monthly cadence. The Kupferzell logistics hub processes 3,900 orders covering 18,000 items, ships 5,000 packages on 150 pallets, and moves 60 tonnes of goods per day, achieving 99% delivery reliability and 98% next-day delivery across Europe. Revenue is anchored in product resale across the 50,000+ SKU catalog, with adjacent recurring-style revenue from the RECA SELECT membership program and RECA PLUS extended catalog (over 1 million supplier products), plus service revenue from fleet leasing and storage automation. The company is ISO 9001:2015 certified and operates under the family-controlled Adolf Würth GmbH & Co. KG, with international reach delivered through the RECA Group across 30+ European countries and the United States.

Name

Reca

Legal name

RECA NORM GmbH & Co. KG

Website

https://recanorm.de

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

RECA NORM is a German B2B direct sales company and Würth Group subsidiary supplying 70,000+ trade and industry customers with 50,000+ fasteners, tools, and standard parts, augmented by automated storage, RFID/KANBAN, e-procurement, and logistics services across 30+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Kupferzell

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Fasteners, Tools, Standard Parts: Sale of screws, tools, standard parts and consumables to trade and industry customers. Revenue generated through direct sales with over 50,000 products in catalog.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

RECA NORM is a B2B direct sales company that distributes over 50,000 industrial products — fasteners, screws, tools, standard parts, diamond technology, occupational safety equipment, and chemical-technical consumables — to more than 70,000 trade and industry customers in Germany. On top of the product catalog, the company sells process-optimising solutions including automated storage and dispensing systems (iSTORAGE), storage management concepts (SECO), RFID/KANBAN inventory control, the mySTORAGE cloud warehouse platform, vehicle interior equipment (MAXMOBIL), construction-site container rental (CONLOG), e-procurement integrations, fleet management for power tools, hazardous material management, and professional training and calculation services.

Product overview

RECA NORM is a B2B direct sales company offering a unified platform combining an online e-commerce shop (50,000+ products) with integrated operational solutions for trade and industry. The core platform is the RECA Online Shop, supported by a portfolio of automation and management modules: iSTORAGE automated dispensing machines (flap dispensers, carousel, weighing cell, drawers) and SECO storage management systems (SECO, SECO MATIC, SECO SCANNER, DIRECT SCAN MOBIL, KANBAN Light) for controlled goods distribution. Additional operational solutions include mySTORAGE cloud-based warehouse management, CONLOG site storage containers, RECA MAXMOBIL vehicle interior equipment, Fleet Management for power tool leasing, E-Procurement with EDI/electronic catalog integrations, Hazardous Material Management, and the RECA SELECT membership program. Complementary services include CAD data downloads, mobile app ordering, WhatsApp ordering, RECA PLUS (1M+ extended products), training/seminars, calculation services, and product finder tools. The platform integrates with major B2B procurement systems including SAP Ariba, COUPA, Mercateo UNITE, and offers EDI, OCI, and cXML Punchout interfaces for ERP connectivity.

Differentiator

Problem solved

Functional benefit

Brands

• MAXMOBIL: High-quality and individual equipment for company vehicles - vehicle interior equipment systems with award-winning design (Plus X Award 2023, Quality Brand 2025/2026)
• arecal
• RECA mySTORAGE
• RECA SECO
• RECA SECO MATIC
• iSTORAGE
• CONLOG
• RECA MAXMOBIL
• RECA SELECT
• RECA PLUS
• RECA Power Products

Products and services

• RECA Online Shop B2B e-commerce platform offering more than 50,000 products — fasteners, screws, tools, standard parts, diamond technology, fastening technology, occupational safety equipment, and chemical-technical consumables — to 70,000+ trade and industry customers in Germany.
• RECA iSTORAGE Automated storage and dispensing hardware for trade and industry workshops, including flap dispensers, carousel machines, weighing-cell machines, automated drawers, and hazardous-substance cabinets that reduce picking errors and deliver automatic material replenishment.
• RECA SECO Standalone supply and storage management concept for C-parts procurement, independent of any specific racking system, combining systematic labelling, shelf organization and consumables ordering with optional modules (SECO MATIC automatic re-ordering, barcode scanners, KANBAN Light two-bin replenishment).
• mySTORAGE Cloud-based warehouse and resource management platform for managing equipment, vehicles, construction sites, maintenance cycles, shelf systems, and iSTORAGE machine synchronization with detailed analyses.
• RECA MAXMOBIL Customized vehicle interior equipment systems for company service vehicles, providing practical, safe and functional modules planned in 3D CAD software and combinable into complete fleet-fit-out solutions.
• CONLOG Flexible rental solution for 10ft and 20ft on-site storage containers (equipped or empty) with container management, online shop integration and a REFILL restocking model for construction sites.
• RECA PLUS Extended sourcing service that gives RECA customers access to over 1 million additional products from various suppliers, consolidated onto a single RECA invoice for one-stop procurement.
• Fleet Management 36-month power tool leasing service covering Milwaukee and Bosch tools, bundling the tool, free repairs, theft insurance and return shipping into one contract for trade and industry customers.
• CAD Data Service Free downloadable 2D and 3D CAD data library covering RECA products, compatible with all major CAD systems and accompanied by the Click2CAD toolbox for direct file transfer into CAD environments.
• E-Procurement Solutions Suite of digital B2B procurement offerings covering EDI, electronic catalogs, OCI and cXML Punchout interfaces, material number synchronization, and integrations with marketplaces such as SAP Ariba, COUPA, Mercateo UNITE, Onventis, jCatalog, Newtron, simple system, Wallmedien and Wucato.
• Hazardous Material Management Digital hazardous material management system for trade and industry customers, providing a hazardous substance index, safety data sheets, operating instructions, risk assessments and automated label printing for regulatory compliance.
• Training, Seminars & Calculations Professional training and engineering calculation services for trade and industry customers, including anchor training and seminars, fire safety training, PU training, and calculation services for anchors, roofing structural analysis, façade and fireproof partitioning.
• Factory Equipment Workshop and factory equipment solutions including cabinet systems, shelving systems, storage platforms, transport equipment, hazardous materials storage, and RECA innovative workplace holder modules.
• Siller & Laar Fittings and Property Products Affiliated product line via Siller & Laar GmbH & Co. KG (Augsburg) supplying locks, door and gate fittings, mechanical and electronic locking systems, and letterbox systems to trade and property customers.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature3 records

Scale indicators11 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• Würth Group: Parent conglomerate of RECA NORM and the world's largest direct-sales distributor of assembly and fastening materials. Directly comparable product/customer overlap; Würth's broader portfolio (tools, chemicals, automotive) extends well beyond RECA's C-parts focus.
• Grainger: Largest US industrial MRO distributor offering fasteners, tools, and safety supplies to business customers. Comparable product categories and digital/e-procurement capabilities at much larger scale.
• MSC Industrial: US-based metalworking and MRO industrial distributor with strong e-commerce and vending presence. Comparable B2B customer base in trade and industrial segments.
• Stanley Black & Decker: Global manufacturer of professional and DIY power tools and fasteners. Overlaps with RECA's power tool and fastening categories, though primarily a manufacturer rather than distributor.

Direct peers

• Berner Group: European B2B direct-sales distributor of screws, fasteners, tools, chemicals, and C-parts to trade and industry. Closest direct peer by GTM (field sales + digital catalog), product mix, and customer segment.
• Hoffmann Group: German-based direct-sales specialist in quality tools, precision measurement, and workshop equipment for industrial customers. Comparable B2B field-sales motion and trade/industrial customer base.
• Hilti Group: Direct-sales leader in anchors, fastening systems, and power tools for construction trades. Overlaps with RECA's anchor and power tool ranges and uses a comparable field-sales-to-trade model.
• Fastenal Company: US-headquartered B2B distributor specializing in fasteners, tools, and industrial supplies via onsite vending and supply chain solutions. Comparable in C-parts vending/automation (vending machines, Onsite) and product breadth.
• Cromwell Tools: European industrial supplier of tools, fasteners, MRO consumables, and PPE serving trade and industrial customers. Comparable catalog breadth, B2B customers, and e-procurement strategy.

Emerging players

• Toolstation: UK and European trade-focused retailer of tools, screws, and building supplies with rapid branch expansion. Overlaps with RECA's trade customer base and product categories at a more digital/retail-led motion.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/recanorm
• Facebookfacebook.com/recakarriere
• LinkedInlinkedin.com/company/recanormgmbh
• Instagraminstagram.com/reca_karriere
• TikToktiktok.com/@reca_norm

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Reca