Frankstahl
Frankstahl is an Austrian, family-owned steel trading company founded in 1880 that distributes over 100,000 steel SKUs across 10 European countries through 30+ locations, serving construction, industrial, and infrastructure buyers via wholesale, e-commerce (thesteel.com), and fintech (Steelcoin) channels.
- Company typePrivate
- Founded1880
- HeadquartersGuntramsdorf, Austria
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What Frankstahl does
Frankstahl is an Austrian steel trading company headquartered in Guntramsdorf (with a registered office in Vienna), founded in 1880 as a flange factory and operating today as a privately held, family-owned business led in its second generation by Managing Director Marcel Javor. The company distributes steel and metal products across ten European countries through 30+ physical locations, serving construction, industrial manufacturing, railway infrastructure, and small business customers. Core offerings include over 100,000 immediately available SKUs sold via wholesale channels and through the thesteel.com e-commerce platform with freight-free delivery in Austria; the company processes more than 1,000,000 orders and moves 500,000+ tons of steel annually.
The company operates an integrated digital platform comprising thesteel.com (online store), Steelgreen (a TÜV Austria-certified ISO 14067 CO2eq footprint tracking algorithm embedded in the quotation and order workflow), Steelcoin (a European-law security token and exchange-traded product tied to steel price development, founded in 2022), and TheSteelPrinters (a joint venture with ArcelorMittal established in 2018 for 3D metal printing of spare parts). Frankstahl acquired Bogner Edelstahl in 2012, adding stainless steel distribution across five Central and Eastern European countries, and operates the KÖNIGFRANKSTAHL joint ventures with AluKönigStahl in the Czech Republic, Hungary, Slovakia, and Romania. It maintains ISO 14064-1 corporate carbon footprint certification (since 2021) alongside the ISO 14067 product-level methodology.
Revenue is generated primarily through transaction-based steel wholesale trading, supplemented by e-commerce sales via thesteel.com, Steelcoin token issuance and management fees, 3D metal printing services, and the Bogner Edelstahl operations. Distribution is omnichannel: direct field sales at 30+ European sites, ERP-integrated enterprise ordering, framework agreements with staged deliveries for large buyers, and traditional email/telephone ordering. Annual turnover exceeds €500 million with 700+ employees across Europe (300 in Austria) and a fleet of 70 trucks operating domestically.
Frankstahl firmographics
Firmographics- Name
- Frankstahl
- Legal name
- FRANKSTAHL Rohr- und Stahlhandelsgesellschaft m.b.H.
- Website
- https://frankstahl.com
- Company type
- Private
- Founded year
- 1880
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Frankstahl is an Austrian, family-owned steel trading company founded in 1880 that distributes over 100,000 steel SKUs across 10 European countries through 30+ locations, serving construction, industrial, and infrastructure buyers via wholesale, e-commerce (thesteel.com), and fintech (Steelcoin) channels.
- Ownership category
- akta.pro rank
Frankstahl industry classification
Industry- Product category
- Steel Trading & Distribution
- NAICS
- Metal Service Centers and Other Metal Merchant Wholesalers (423510)
- SIC
- Wholesale-Metals Service Centers & Offices (5051), Wholesale-Metals & Minerals (No Petroleum) (5050)
- akta.pro primary industry
- Steel Products Trading & Service Centers (Flat, Long, Pipe & Tube, Rebar) (IMAKAJAB)
- akta.pro secondary industry
- Ferrous Metals Trading & Distribution (Iron Ore, Pig Iron, DRI/HBI, Ferroalloys) (IMAKAJAA)
Keywords
Where Frankstahl is headquartered
LocationHeadquarters
- HQ city
- Guntramsdorf
- HQ country
- Austria
- HQ region
- Europe
Offices16 records
Markets served
Frankstahl business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Steel Wholesale Trading: Core B2B steel trading business serving industrial customers, construction companies, and steel processors across Europe. Sells over 100,000 steel products including pipes, fittings, sheets, and structural steel.
- Online Retail (thesteel.com): Direct-to-consumer and SMB e-commerce platform for steel products in Austria. Freight-free delivery included. Targets smaller businesses and individual buyers.
- Steelcoin Investment Products: Security token and ETP products providing investment exposure to steel prices. Revenue from token issuance and management fees.
- 3D Metal Printing Services: TheSteelPrinters joint venture provides additive manufacturing services for metal spare parts, generating revenue from printing services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | B2B Transaction Pricing |
| Unit Pricing | Pay-as-you-go | Consumer Online Pricing |
| Transaction based/ take rate | Multi-year contract | Framework Agreements |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Frankstahl product offering
Product offeringCore offering
Frankstahl is an Austrian steel trading company that distributes more than 100,000 steel products — including pipes, fittings, sheets, structural steel, and stainless steel — to construction, industrial, and building-services customers across 10 European countries through direct field sales, an online store (thesteel.com), and ERP-integrated enterprise ordering. The company complements its core steel trading with a TÜV-certified Steelgreen CO2 footprint tracking system, the Steelcoin blockchain-based investment product, and the TheSteelPrinters 3D metal printing joint venture with ArcelorMittal.
Product overview
Frankstahl is a leading Austrian steel trading company founded in 1880, operating as a unified platform business built around steel wholesale and distribution. Its core product is thesteel.com, a comprehensive online steel store offering over 100,000 immediately available articles with freight-free delivery in Austria. Complementing the core trading business, Frankstahl operates Steelcoin (a blockchain-based steel investment/security token product), TheSteelPrinters (a 3D metal printing joint venture with ArcelorMittal), and Steelgreen (a CO2eq tracking algorithm embedded in the ordering workflow). Bogner Edelstahl, acquired in 2012, extends stainless steel distribution across five European countries. Together these products form a digital-first steel trading ecosystem spanning retail commerce, fintech investment products, additive manufacturing, and sustainability analytics.
Differentiator
Problem solved
Functional benefit
Brands
- Steelcoin: A transferable security token under European law oriented to steel price development. Can be purchased as a Security Token or traded as an ETP via banks and online brokers.
- Steelgreen
- thesteel.com
Products and services
- thesteel.com Online Store Direct e-commerce platform offering more than 100,000 immediately available steel products with freight-free delivery throughout Austria and integrated Steelgreen CO2eq tracking at quotation and order confirmation; serves construction companies, tradespeople, and industrial buyers in Austria.
- Steelcoin Transferable security token under European law and exchange-traded product (ETP) providing investment exposure to steel price development; available as a Security Token stored in a wallet or as an ETP tradable via banks and online brokers, targeting financial investors seeking steel-commodity exposure.
- TheSteelPrinters Joint venture between ArcelorMittal and Frankstahl providing precision 3D metal printing and additive manufacturing services for spare parts production; serves industrial customers requiring metal additive-manufactured components.
- Steelgreen CO2 Tracking TÜV Austria-certified CO2eq footprint tracking algorithm that calculates and transparently displays the carbon footprint of each steel order in real time, certified under ISO 14067; every customer receives a certificate with their delivery confirming the CO2eq footprint, serving sustainability-focused construction and industrial buyers.
- B2B Steel Wholesale Trading Core wholesale and distribution of more than 100,000 steel products (pipes, fittings, sheets, structural steel, stainless steel via Bogner Edelstahl) to construction companies, industrial manufacturers, building-services providers, and steel processors across Europe; orders placed via direct field sales, ERP integration, email, or telephone with optional framework agreements for staged bulk deliveries.
Quantifiable outcome
- 1,000,000 orders processed per year
- +3 more outcomes
Companies that use Frankstahl
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Frankstahl technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Frankstahl partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- ArcelorMittalcoreJoint venture partnership to create TheSteelPrinters, revolutionizing spare parts production through 3D metal additive manufacturing. Combines Frankstahl's distribution network with ArcelorMittal's steel manufacturing expertise.
- Bogner EdelstahlcoreAcquisition of Bogner Edelstahl with distributors in 5 countries and annual turnover exceeding 100 million euros. Extends Frankstahl's stainless steel capabilities across Central and Eastern Europe.
- AluKönigStahlcoreSeries of four joint ventures established from 1999-2006: Czech Republic (1999, 9,000m2 warehouse), Hungary (2001, 10,000m2), Slovakia (2002, 12,000m2), Romania (2006, Bucharest). Combines steel and aluminum distribution under joint ownership.
- Friedrich Hirnböck GmbHminorFirst company acquisition integrating Friedrich Hirnböck GmbH based in Nussdorf near Salzburg into the Frankstahl Group.
Scale indicators8 records
Recent moves11 records
Expansion highlights6 records
Frankstahl competitors and assessment
Company assessmentDirect peers
- Klöckner & Co SE: Germany-headquartered multi-metal distributor operating service centers across Europe and the Americas, with a strong digital ordering platform (kloeckner.com). Directly comparable as a European steel service center/distributor pursuing digital channel strategy similar to thesteel.com.
- BILSTEIN GROUP: German family-owned steel service center group specializing in cold-rolled and surface-finished steel products. Closely comparable mid-sized, family-controlled European steel service center with similar customer profile in industrial/automotive sub-segments.
- AluKönigStahl GmbH: Austrian aluminum and steel systems company; Frankstahl's JV partner across four KÖNIGFRANKSTAHL entities in CZ/HU/SK/RO. Comparable as a closely-related DACH metal distributor with overlapping customer base in fenestration, façade, and construction.
Broad incumbents
- Salzgitter AG: One of Europe's largest integrated steel producers with extensive trading and service-center operations across the continent. Comparable as a major incumbent competing in the same European steel distribution value chain, though vertically integrated into production.
- Voestalpine AG: Austrian-headquartered global steel and technology group with significant downstream distribution. Direct geographic and market overlap in Austria/Central Europe; competes with Frankstahl on steel supply to construction and industrial customers.
- ArcelorMittal SA: World's largest steel producer with European operations and growing distribution presence; also Frankstahl's JV partner in TheSteelPrinters. Represents both the primary upstream supplier relationship and a strategic incumbent with direct distribution ambitions.
- ThyssenKrupp Steel Europe: Major European flat steel producer with downstream materials services arm. Comparable as a broad incumbent serving overlapping construction/industrial end markets in DACH and CEE regions.
- Tata Steel Europe: European operations of India's Tata Steel producing and distributing a wide range of steel products across UK and continental Europe. Overlaps with Frankstahl in industrial and construction customer segments.
- SSAB AB: Nordic specialty steel producer with European-wide distribution; overlaps in the structural and construction steel product categories that comprise a meaningful share of Frankstahl's 100,000+ SKU portfolio.
- NLMK Europe: European plate and strip steel producer with distribution centers across the region. Comparable as a major continental competitor with overlapping flat/long product offerings into industrial and construction buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Frankstahl social profiles
Digital presenceFrankstahl compliance and trust
Trust signalCompliance3 records
Frankstahl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frankstahl leadership team
Management profileNumber of profiles
Profiles1 record
Frankstahl subsidiaries and ownership
Company hierarchySubsidiaries14 records
Frankstahl funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frankstahl M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Frankstahl
What does Frankstahl do?
Frankstahl is an Austrian steel trading company that distributes more than 100,000 steel products — including pipes, fittings, sheets, structural steel, and stainless steel — to construction, industrial, and building-services customers across 10 European countries through direct field sales, an online store (thesteel.com), and ERP-integrated enterprise ordering. The company complements its core steel trading with a TÜV-certified Steelgreen CO2 footprint tracking system, the Steelcoin blockchain-based investment product, and the TheSteelPrinters 3D metal printing joint venture with ArcelorMittal.
Is Frankstahl a public or private company?
Frankstahl is a private company. It is classified as family owned and is currently operating.
When was Frankstahl founded?
Frankstahl was founded in 1880. It employs 501 to 1,000 people.
Where is Frankstahl based?
Frankstahl is headquartered in Guntramsdorf, Austria, in the Europe region.
How does Frankstahl make money?
Four revenue lines are on record. Steel Wholesale Trading is the primary driver. The others are online Retail (thesteel.com), steelcoin Investment Products and 3D Metal Printing Services.
Who are Frankstahl's main competitors?
Direct peers on record are Klöckner & Co SE, BILSTEIN GROUP and AluKönigStahl GmbH. Broad incumbents are Salzgitter AG, Voestalpine AG, ArcelorMittal SA, ThyssenKrupp Steel Europe, Tata Steel Europe, SSAB AB and NLMK Europe.
Does Frankstahl have an API?
No public API is recorded for Frankstahl.
What industry is Frankstahl in?
Frankstahl's product category is Steel Trading & Distribution. Its primary akta.pro industry code is IMAKAJAB, Steel Products Trading & Service Centers (Flat, Long, Pipe & Tube, Rebar), with a secondary code of IMAKAJAA, Ferrous Metals Trading & Distribution (Iron Ore, Pig Iron, DRI/HBI, Ferroalloys). Its NAICS code is 423510 and its SIC code is 5051.