SHI - non-food concepts

What SHI - non-food concepts does

SHI - non-food concepts (legal entity: SHI B.V.) is a Dutch B2B wholesale distributor specializing in non-food home improvement essentials, headquartered in Asten, Netherlands, with 101–250 employees. The company was formed in 2013 through the merger of four predecessor firms (Jean Heybroek, Joop Spijker, Hategro, and Smartwares Living), tracing lineages back to 1900, and was rebranded to SHI non-food concepts in 2015. It has been part of the EDCO diversified group since 2022. SHI serves European wholesalers, retailers, and e-tailers across the professional and DIY channel, organized around five product categories: Elektra, IJzerwaren, Verf- en Gereedschap, Sanitair, and Multimedia.

The product portfolio combines own brands (Q-Link, Starx, Differnz, Copenhagen Pro, Gamelogic), third-party A-brands, private label concepts, and non-branded items. Proprietary product concepts include the Differnz Mix and Match modular bathroom system and the Q-Link cable and connector line with Kabelkeur certifications. Services span sourcing through a Far East procurement office, quality control, marketing and DTP artwork, packaging design, inventory holding with >98% on-time delivery reliability, and B2C dropshipment for e-tailers. Certifications such as BREEAM Very Good (facility), FSC Chain of Custody, Amfori BSCI, RoHS, REACH, EMC, LVD, and WEEE underpin European retailer ESG procurement requirements.

The business model is wholesale product sales with negotiated B2B pricing under multi-year contracts. Distribution combines direct-to-retail, wholesale partners, and e-tailer fulfillment across European geographies, anchored at the Netherlands HQ. SHI does not disclose revenue; channel relationships are managed through a dedicated account management team with category specialist support, and the firm positions itself as a one-stop non-food category manager for retailers, replacing the need to manage multiple category suppliers.

Name

SHI - non-food concepts

Legal name

SHI B.V.

Website

https://www.shi.nl/

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

SHI - non-food concepts is a Dutch B2B wholesale distributor serving European wholesalers, retailers, and e-tailers across five non-food home improvement categories (electrical, hardware, paint/tools, sanitary, multimedia), combining own brands (Q-Link, Starx, Differnz, Copenhagen Pro, Gamelogic), private label concepts, and A-brand distribution under the EDCO group.

Ownership category

akta.pro rank

Headquarters

HQ city

Asten

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain

Revenue model

1. Product Sales (Wholesale/Retail): SHI generates revenue through selling products and concepts to wholesalers, retailers, and e-tailers. They offer an optimal mix of own product concepts and brands, A-brands, private-label, and non-branded products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

SHI - non-food concepts is a B2B wholesale supplier of home improvement essentials, offering a portfolio of five product categories — Elektra (electrical), IJzerwaren (hardware), Multimedia, Verf- en Gereedschap (paint and tools), and Sanitair (sanitary). The company sells a mix of its own branded concepts (Q-Link, Starx, Differnz, Copenhagen Pro, Gamelogic), A-brands, and private-label products to wholesalers, retailers, and e-tailers across Europe, supported by category management, sourcing, quality control, marketing, logistics, and store-concept services.

Product overview

SHI is a specialist for Home Improvement Essentials offering products and concepts essential for finishing or upgrading residential and work environments. The company operates as a wholesale supplier serving wholesalers, retailers, and e-tailers in the professional and DIY channel across Europe. SHI provides a portfolio of five main product categories: Elektra (electrical products under Q-Link brand), IJzerwaren (hardware under Starx brand), Verf- en Gereedschap (paint & tools under Copenhagen Pro brand), Sanitair (bathroom products under Differnz brand), and Multimedia (charging, audio/video, gaming). The offering combines own product concepts (Q-Link, Starx, Differnz, Copenhagen Pro, Gamelogic) with A-brands, private-label, and non-branded products. Services include innovation & concept development, quality control, account management, purchasing, marketing, logistics, store fitting, and customer service. The company has multifunctional project teams that can handle all procurement, category management, and logistics for customers.

Differentiator

Problem solved

Functional benefit

Brands

• Q-Link: Own-brand electrical and multimedia connection materials including installation equipment, switching materials, wire & cable, and charging solutions (audio, video, phone, computer, smartphone & tablet accessories).
• Starx
• Differnz
• Copenhagen Pro
• Gamelogic

Products and services

• Q-Link SHI's own brand for electrical installation materials, switching materials, wire and cable, extension/power strips, and multimedia charging solutions including wireless charging, USB C and powerbanks, distributed through professional and DIY retail channels.
• Starx SHI's own brand for hardware products including window and door fittings, furniture fittings, hinges, garden fittings, felt and caps, supplied to retailers in both loose and packaged configurations for DIY enthusiasts and professional end users.
• Differnz SHI's own brand of contemporary sanitary products including bathroom furniture, accessories, textiles, taps, washbasins, shower fixtures, and drains, featuring a modular Mix and Match concept allowing retailers to offer broad combinations without large store inventory.
• Copenhagen Pro SHI's own brand for a complete range of professional and DIY painting tools including brushes, rollers, painter's tools, and tapes, marketed to both professional painters and DIY enthusiasts.
• Gamelogic SHI's gaming concept brand offering keyboards, mice, headphones, and gaming speakers available under private label with custom packaging for retailers.
• Private Label Solutions A service offering for retailers and wholesalers in which SHI develops and sources own-brand or customer-brand product ranges across all five product categories, including product sourcing with required certifications, artwork and packaging creation, and inventory holding with greater than 98% delivery reliability.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• HermadixcoreStrategic or Co-development Partner · 1 January 2018Partnership established in 2018 for paints and stains. Hermadix is a paint manufacturer that develops, produces, packages and distributes paints fully in-house using traditional methods. SHI supplies Hermadix products to their retail customers.
• FSC (Forest Stewardship Council)minorOthersInternational non-profit organization for forest preservation and responsible forestry management. SHI is certified by Preferred by Nature (certificate number PBN-COC-014921) for responsible packaging materials.
• Amfori BSCIminorOthersBusiness Social Compliance Initiative working globally to improve labor conditions in production chains. SHI participates to monitor and follow supplier conditions, implementing BSCI Code of Conduct in their supply chain with 3-year audit cycles.
• WecycleminorOthersDutch organization for responsible recycling of discarded products from consumers. SHI is connected through various foundations for environmentally sound disposal and recycling.
• Stichting OROminorOthersFoundation providing work for people with disabilities in SHI's organization for light packaging work. SHI collaborates to contribute to active participation of disabled people in society.
• Preferred by NatureminorOthersCertification organization that certified SHI for FSC Chain of Custody (certificate PBN-COC-014921, license code C114509).

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Travis Perkins: UK's largest distributor of building materials and home improvement products to professional builders, tradespeople, and DIY customers. Comparable to SHI's multi-category non-food home improvement supply and B2B/wholesale go-to-market across similar European end-markets.
• Hilti: Global direct-to-customer supplier of tools, fasteners, and software for the construction industry. Comparable in professional-channel focus and own-brand-led distribution; broader scale and direct sales model.
• Sonepar: World's largest independent electrical distributor, operating across Europe and globally. Overlaps significantly with SHI's Elektra/Multimedia assortment and B2B channel; broader incumbent in the same professional and contractor customer base.
• Kingfisher: European home improvement retailer operating B&Q, Castorama, and Screwfix. Comparable to SHI as a major buyer/customer and competitor within the same home improvement category universe across the UK, France, and continental Europe.
• Rexel: Global electrical distribution specialist serving professional, industrial, and commercial customers. Comparable to SHI's Elektra and Multimedia categories at scale, with broader geographic reach and a multi-category electrical value proposition.
• Saint-Gobain Distribution: European building materials distribution arm of Saint-Gobain (e.g., Point.P, Raab Karcher). Comparable to SHI as a multi-category non-food distributor serving professional contractors and retailers, but at significantly larger scale and with broader geographic coverage.

Direct peers

• Würth: Global leader in distribution of fasteners, tools, hardware, and chemicals primarily to professional trades via a direct B2B sales model with deep own-brand emphasis — directly comparable to SHI's model of supplying home improvement categories to professional and DIY retailers with strong own-brand portfolios.
• SFS Group: Swiss-based specialist in mechanical fastening systems and related distribution serving construction, automotive, and industrial end-markets across Europe. Comparable to SHI in its focus on engineered hardware products, own-brand positioning, and B2B distribution to professional channels.
• Klingspor: European manufacturer and distributor of abrasive tools serving professional and DIY channels worldwide. Comparable to SHI's Verf- en Gereedschap category in its mix of specialty tools, professional focus, and own-brand distribution model.
• Niko NV: Belgian manufacturer of electrical installation materials (switches, sockets, home automation, cabling). Highly comparable to SHI's Q-Link Elektra line in product category, European B2B focus, and own-brand-led distribution through wholesalers and retailers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

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 SHI - non-food concepts