NDI Group
NDI Group A/S is a 100% family-owned Nordic B2B tire, rim, and wheel distributor and manufacturer, headquartered in Brørup, Denmark, operating across Denmark, Norway, Sweden, Finland, and Germany with 16 warehouses, approximately 900 employees, and FY2024-25 revenue of 3.2 billion DKK.
- Company typePrivate
- Founded1970
- HeadquartersBrørup, Denmark
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What NDI Group does
NDI Group A/S (Nordisk Dæk Import) is a Nordic tire and rim distribution, manufacturing, and services platform headquartered in Brørup, Denmark. Founded in 1970 by Benny Kristensen and 100% family-owned since inception (second-generation CEO René Kristensen since 2010), the group operates 16 warehouse facilities across Denmark, Norway, Sweden, and Finland, plus wholly-owned German subsidiaries (Reifen Technik Nord, Caravan Center Nord), with roughly 900 employees and an FY2024-25 revenue of 3.2 billion DKK (~$460M).
The core business is B2B distribution of tires, rims, wheels, and accessories across six segments (passenger/van, truck/bus, agriculture, contractor/industrial, garden/park, port/marine), with proprietary products manufactured in-house (NDI Fælge custom agricultural rims from a TÜV-certified forge in Brørup; Euroband retreaded tires since 1979; Nordexx private-label tires launched 2012; Mega Wheels alloy rims) alongside a deep distribution portfolio of international brands including Hankook, Michelin, Bridgestone, Continental, Pirelli, Goodyear, Yokohama Off-Highway Tires (Alliance/Galaxy), Toyo, Nexen, Matador, Marshal, Linglong, Goodride, SPATH, AVUS Racing, Techking, and Eni lubricants. Supporting subsidiaries run complementary businesses: Super Dæk Service (70+ workshops in Denmark; 200+ franchise workshops in Norway/Sweden, with a 2022 merger agreement with Euromaster Danmark pending regulatory approval), TyreTrust (B2B tire hotel for seasonal storage in Denmark and Norway), Flex1One (workshop equipment production), and JAK Workwear (PPE and workwear).
The go-to-market is multi-channel: dedicated sales consultants per segment and geography (passenger, truck/bus, agriculture/industry, fleet, export), inside sales (intern salg), a proprietary 24/7 B2B webshop (shop.ndias.com) integrated with physical warehouses and partner remote warehouses, the franchise workshop network, and TyreTrust storage. Revenue mechanics include one-time B2B tire/rim sales, transaction-based workshop services, recurring tire-hotel subscriptions, hardware sales for workshop equipment and workwear, and mandatory environmental fees on tires per Danish regulation. The competitive position is anchored on Nordic scale, the largest privately-owned inventory (up to 1 million tires), agricultural specialization (VF tire trials with SEGES, custom rims in 60+ colors), and a 50-year heritage, with NDI targeting the agriculture, transport, and industrial end-markets where vehicle uptime and specialized fitment drive repeat purchasing.
NDI Group firmographics
Firmographics- Name
- NDI Group
- Legal name
- NDI A/S
- Website
- https://ndias.com
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- NDI Group A/S is a 100% family-owned Nordic B2B tire, rim, and wheel distributor and manufacturer, headquartered in Brørup, Denmark, operating across Denmark, Norway, Sweden, Finland, and Germany with 16 warehouses, approximately 900 employees, and FY2024-25 revenue of 3.2 billion DKK.
- Ownership category
- akta.pro rank
NDI Group industry classification
Industry- Product category
- Tire and Wheel Distribution and Manufacturing
- NAICS
- Tire and Tube Merchant Wholesalers (423130)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013), Motor Vehicle Parts & Accessories (3714)
- akta.pro primary industry
- Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH)
- akta.pro secondary industries
- Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD), Tires, Wheels & Retread Supply Distribution (TLAKAOAD), Wheel & Rim Repair/Refurbishment (TLAKADAG)
Keywords
Where NDI Group is headquartered
LocationHeadquarters
- HQ city
- Brørup
- HQ country
- Denmark
- HQ region
- Europe
Offices7 records
Markets served
NDI Group business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- B2B Tire and Rim Sales: Core revenue from B2B sales of tires, rims, wheels and accessories to auto/transport, agriculture and industrial customers across Denmark, Norway, Sweden and Finland
- Workshop Services (Super Dæk Service): Revenue from nationwide workshop chain with branches throughout Denmark and franchise operations in Norway and Sweden
- Tire Hotel Services (TyreTrust): B2B tire hotel for storage of seasonal tires with storage and logistics services in Denmark and Norway
- Workshop Equipment (Flex1One): Total supplier of inventory solutions for workshops, production of ergonomic and safe workshop equipment with international sales and distribution
- Workwear (JAK Workwear): Work clothing, safety shoes and personal protective equipment for businesses with warehouse in Denmark including in-house printing and sewing
- Environmental Fee on Tires: Mandatory environmental fee collected on new, used and regrooved tires per Danish Ministry regulations, used to finance collection and recovery of discarded tires
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | B2B Standard Orders |
| One time/ perpetual license | Multi-year contract | Custom/Special Order Products |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels5 records
NDI Group product offering
Product offeringCore offering
NDI Group manufactures, distributes, and services tires, rims, and wheels for business customers across the Nordic region. Its core offering combines proprietary own-brand products (NDI Fælge custom rims, Nordexx private-label tires, Euroband retreaded tires) with multi-brand distribution of major international tire manufacturers, supported by a 24/7 B2B webshop, dedicated sales consultants, nationwide workshop services (Super Dæk Service), and B2B tire hotel storage (TyreTrust).
Product overview
NDI Group A/S is a Nordic tire and wheel conglomerate headquartered in Brørup, Denmark, founded in 1970. The company operates as a diversified platform offering both its own manufactured products and distributed international brands. At its core, NDI distributes tires and rims across six business areas (passenger/van, truck/bus, agriculture, contractor/industrial, garden/park, port/marine) through a B2B webshop and sales consultants across Denmark, Norway, Sweden, and Finland. The product portfolio is anchored by its own brands: NDI Fælge (custom agricultural rims made in Brørup with TÜV-certified processes), Nordexx (private-label budget-to-mid-tier tires for cars, vans, trucks, buses, and contractors), and Euroband (Danish retreaded tires since 1979). Supporting divisions include Super Dæk Service (SDS, a nationwide workshop chain with franchise operations in Norway and Sweden), TyreTrust (B2B tire hotel), Flex1One (workshop equipment), and JAK Workwear (workwear and PPE). NDI also distributes a broad range of international tire and rim brands including Alliance, Galaxy, Toyo, Hankook, Michelin, Bridgestone, Pirelli, Continental, Goodyear, Nexen, Matador, Marshal, Linglong, Goodride, SPATH, AVUS Racing, Techking, and Eni oils.
Differentiator
Problem solved
Functional benefit
Brands
- Super Dæk Service (SDS): Nationwide workshop chain with branches throughout Denmark and franchise operations in Norway and Sweden with over 200 franchisees
- TyreTrust
- Flex1One
- JakButik (Jak Workwear)
- NDI Fælge
- Nordexx
- Reifen Technik Nord
- Caravan Center Nord
- Mega Wheels
- Euroband
Products and services
- NDI Core Tire and Wheel B2B Sales
- Super Dæk Service (SDS)
- TyreTrust
- Flex1One
- JAK Workwear
- NDI Fælge (NDI Rims)
- Nordexx
- Euroband
- NDI B2B Webshop
- Alliance Agri Star II 450 Row Crop (RC) Spray Tire
- Hankook ION All-Season Tire
- Mega Wheels Winter Rims (Flow-Formed)
- Goodride Winter Tires
Quantifiable outcome
- VF tires can increase farmer profitability by up to 24,000 DKK per 100 hectares through healthier crops and higher yields from reduced soil compaction
- +2 more outcomes
Companies that use NDI Group
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
NDI Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
NDI Group partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- SEGEScoreResearch collaboration with SEGES (Danish agricultural research organization) on tire trials to document benefits of VF tires with variable tire pressure regulation. SEGES helps design trials and collects data on soil compaction and crop yields from VF tires vs conventional tires.
- Baltyre Group (Latvia)coreBaltic tire and rim wholesaler with offices in 8 countries in Eastern Europe. Partner since approximately 7 years, importing NDI's special rims for agricultural customers.
- Yokohama Off-Highway Tires (YOHT)coreYokohama Off-Highway Tires encompasses Alliance, Galaxy and Primex brands. NDI distributes these brands for agriculture, forestry, construction and industrial applications. Alliance Tire Group rebranded to YOHT in 2021. Products sold across 120 markets with over 4,000 stock keeping units.
- Alliance (Yokohama OHT)coreNDI is Danish importer of Alliance tires. Partnership since 1982. Latest product: Agri Star II 450 Row Crop spray tire launched January 2026.
Scale indicators14 records
Recent moves13 records
Expansion highlights6 records
NDI Group competitors and assessment
Company assessmentDirect peers
- Däckia: Swedish tire and wheel retail/service chain operating across Sweden with a comparable mix of consumer and B2B tire sales plus workshop services — directly overlapping with NDI's SDS workshop and Nordic retail model.
- Vianor: Continental-owned Nordic tire retail and service chain with strong presence in Finland, Sweden, Norway and the Baltics. Closest direct competitor to NDI across the Nordic footprint, with a similar mix of tire distribution and workshop operations.
- Euromaster: Michelin-owned European tire service network; NDI's Super Dæk Service entered a 2022 merger agreement with Euromaster Danmark. Highly comparable as a B2B/B2C tire distribution + workshop chain across Europe.
- Däckpartner: Swedish tire retail cooperative of independent dealers; an actual customer of NDI (named NDI Norway 'Supplier of the Year 2022'). Comparable as a Nordic tire distribution and service peer network.
- Point S: International tire dealer and auto-service cooperative with extensive European footprint. Comparable to NDI as a multi-brand tire distributor and workshop franchisor competing for the same independent and fleet customer base.
- First Stop: European multi-brand tire service network (Bridgestone-affiliated in some markets). Comparable as a tire distribution + workshop service peer across Europe.
Emerging players
- Blackcircles.com: UK-headquartered pure-online tire retailer that has expanded into several European markets. Comparable as a tire sales competitor with a different (pure e-commerce) go-to-market that pressures traditional distributors.
Broad incumbents
- Continental: One of the world's largest tire manufacturers and parent of Vianor. Comparable as a key NDI supplier brand that also competes with NDI downstream through Vianor and own retail/service channels.
- Michelin: World's largest tire manufacturer and parent of Euromaster. Comparable as a major NDI distributor brand and as a vertically integrated competitor via Euromaster's Nordic workshop chains.
- Bridgestone: World's second-largest tire manufacturer with global retail/service operations (incl. First Stop affiliations). Comparable as both an NDI distributed brand and a downstream competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
NDI Group social profiles
Digital presenceNDI Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
NDI Group leadership team
Management profileNumber of profiles
Profiles13 records
NDI Group subsidiaries and ownership
Company hierarchySubsidiaries8 records
NDI Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NDI Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NDI Group
What does NDI Group do?
NDI Group manufactures, distributes, and services tires, rims, and wheels for business customers across the Nordic region. Its core offering combines proprietary own-brand products (NDI Fælge custom rims, Nordexx private-label tires, Euroband retreaded tires) with multi-brand distribution of major international tire manufacturers, supported by a 24/7 B2B webshop, dedicated sales consultants, nationwide workshop services (Super Dæk Service), and B2B tire hotel storage (TyreTrust).
Is NDI Group a public or private company?
NDI Group is a private company. It is classified as family owned and is currently operating.
When was NDI Group founded?
NDI Group was founded in 1970. It employs 101 to 250 people.
Where is NDI Group based?
NDI Group is headquartered in Brørup, Denmark, in the Europe region.
How does NDI Group make money?
Six revenue lines are on record. B2B Tire and Rim Sales are the primary driver. The others are workshop Services (Super Dæk Service), tire Hotel Services (TyreTrust), workshop Equipment (Flex1One), workwear (JAK Workwear) and environmental Fee on Tires.
Who are NDI Group's main competitors?
Direct peers on record are Däckia, Vianor, Euromaster, Däckpartner, Point S and First Stop. Blackcircles.com is listed as an emerging player. Broad incumbents are Continental, Michelin and Bridgestone.
Does NDI Group have an API?
No public API is recorded for NDI Group.
What industry is NDI Group in?
NDI Group's product category is Tire and Wheel Distribution and Manufacturing. Its primary akta.pro industry code is TLAKADAH, Tire Distribution & Wholesale (Regional/Local Supply), with a secondary code of TLAKAAAD, Tire & Wheel Services (Mount/Balance/Alignment). Its NAICS code is 423130 and its SIC code is 5013.