OBETA
OBETA is a Berlin-headquartered German electrical wholesale group operating 60+ branches and a B2B e-commerce platform serving professional electricians and installation businesses with over 1 million SKUs from 800+ brands.
- Company typePrivate
- Founded1901
- HeadquartersBerlin, Germany
- Headcount251–500
- GTM typeB2B
- OfferingServices
What OBETA does
OBETA is the operating brand of Oskar Böttcher GmbH & Co. KG, a Berlin-headquartered, privately held German electrical wholesale and distribution group founded in 1901. The company sells electrical installation materials, tools, lighting, industrial components, cables, building technology equipment, and household appliances to professional electricians, installation businesses, and industrial electrical professionals across Germany. Distribution occurs through 60+ physical branches spanning all major federal states, a comprehensive e-commerce platform (obeta.de), and a mobile application with scanner and virtual customer card functionality.
The core technology is a B2B e-commerce platform that integrates multi-cart project-based purchasing, project management modules, financial management dashboards for credit limits and open invoices, and API integration supporting German industry standards (ZUGFeRD electronic invoicing, DATANORM, UGL, and OXOMI catalog management). Underlying infrastructure uses indexed-DB local caching and GraphQL replication for offline-capable browsing. The catalog comprises over 1 million articles from 800+ brands. Services include next-business-day delivery, 60-minute Xpress Filiale pickup, 24/7 automated pickup lockers, equipment rental, remote maintenance via AnyDesk, and expert technical consultation.
The business model combines transactional B2B sales with account-based relationships, tiered/list/catalog/negotiated pricing visible only after login, and supplementary recurring revenue from equipment rental. The OBETA Group consolidates six regional subsidiary brands (Eldis, Häusler/Heinrich-Häusler, Stroom, Technilog, Coditorei) under unified management by Managing Directors Dr. Dirk Jandura and Thomas Wintels. Strategic partnerships with industry associations ZVEH and VEG, plus channel and technology partners TECSELECT, voltimum+, and IDEE, anchor the company within the German electrical trade ecosystem.
OBETA firmographics
Firmographics- Name
- OBETA
- Legal name
- Oskar Böttcher GmbH & Co. KG
- Website
- https://obeta.de
- Company type
- Private
- Founded year
- 1901
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- OBETA is a Berlin-headquartered German electrical wholesale group operating 60+ branches and a B2B e-commerce platform serving professional electricians and installation businesses with over 1 million SKUs from 800+ brands.
- Ownership category
- akta.pro rank
OBETA industry classification
Industry- Product category
- Electrical Wholesale Distribution
- NAICS
- Hardware Retailers (44414)
- SIC
- Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Industrial Machinery & Equipment (5084)
- akta.pro primary industry
- Automotive, Tools & Industrial Supplies (B2B) (CRAEAEAH)
Keywords
Where OBETA is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices6 records
Markets served
OBETA business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- B2B Electrical/Installation Materials Sales: OBETA generates revenue through the sale of electrical installation materials, tools, lighting products, industrial components, and related hardware to professional tradespeople and installation businesses. The business model combines one-time transactional sales with account-based relationships, featuring invoice purchasing and next-business-day delivery as standard service offerings.
- Equipment Rental: The company offers rental equipment services allowing customers to rent tools and equipment as needed rather than purchasing outright.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Business account pricing with login required |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels4 records
OBETA product offering
Product offeringCore offering
OBETA distributes electrical installation materials, tools, lighting products, industrial components, cables, lamps, and building technology equipment to professional tradespeople and installation businesses. The company combines 60+ physical retail branches across Germany with a B2B e-commerce platform and mobile application, offering access to over one million articles from 800+ brands, supported by project management tools, multi-cart systems, API integration, and services such as 60-minute express pickup, 24/7 pickup lockers, equipment rental, and expert technical consultation.
Product overview
OBETA operates as a German electrical wholesale and e-commerce platform under Oskar Böttcher GmbH & Co. KG (Berlin), offering access to approximately 1 million articles from 800 brands through over 60 physical branches across Germany, complemented by a comprehensive webshop and mobile application. The product portfolio encompasses cables and conductors, installation materials, industrial components, light sources and luminaires, building technology, household appliances, and entertainment electronics. The digital platform integrates project management tools, multi-cart systems organized by construction projects or teams, financial management for credit limits and invoices, and API integration services supporting ZUGFeRD, DATANORM, and UGL formats. Services include Xpress 60-minute pickup, 24/7 pickup lockers, equipment rental, remote maintenance via AnyDesk, and expert technical consultation. The OBETA Group includes subsidiary brands: Eldis, Heinrich-Häusler, Stroom, Technilog, and Coditorei, serving the electrical trade professional market.
Differentiator
Problem solved
Functional benefit
Products and services
- OBETA Webshop B2B e-commerce platform at obeta.de offering access to over one million articles from 800+ brands, with account-based pricing (login required), online ordering, and stock availability visibility across 60+ German branches. Targeted at professional tradespeople and installation businesses.
- OBETA Mobile App (Obeta-App) Mobile application available for iOS/Android featuring integrated barcode scanner for reordering, virtual customer card, real-time product catalog, and branch inventory access. Targeted at professional tradespeople needing fast mobile procurement.
- Xpress Filiale (60-Minute Express Pickup) Express pickup service allowing customers to collect ordered items within 60 minutes from select branch locations, designed for tradespeople with urgent material needs.
- 24/7 Pickup Box (24/7 Abholbox) Automated pickup locker system available 24 hours a day, 7 days a week for convenient order collection outside regular business hours.
- Rental Equipment (Mietgeräte) Equipment rental service for construction and installation tools and machinery, enabling tradespeople to rent specialized equipment as needed rather than purchasing outright.
- Expert Consultation (Kompetente Fachberatung) Specialized technical advisory service providing expert consultation to analyze specific electrical installation problems, develop practical solutions, and offer strategic guidance for professional customers.
- API Integration Services Backend integration services supporting ZUGFeRD electronic invoicing, DATANORM data exchange, UGL (Universalgeschäftslagen) formats, and individual catalog management integration with customer ERP/accounting systems.
- Remote Maintenance (Fernwartung) Remote support service using AnyDesk software for technical assistance, troubleshooting, and customer support.
Companies that use OBETA
Customer profileSegments2 records
Ideal customer profiles2 records
OBETA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature3 records
OBETA partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- TECSELECTcoreChannel partner network for OBETA distribution and sales reach.
- voltimum+coreIndustry platform partnership for marketing and lead generation in the electrical trade sector.
- ZVEH (Zentralverband der Deutschen Elektrohandwerke)corePartnership with the Central Association of German Electrical Trade, representing the interests of electrical crafts businesses.
- VEG (Verband der Elektro- und Digitalindustrie)corePartnership with the Electrical and Digital Industry Association.
- DEHAcoreDEHA is part of the OBETA group structure, serving as a key distribution partner.
- IDEE (International Distributed Electrical Engineering Ecosystem)coreIDEE is referenced in relation to product content and data standards (seen in Rittal content page), suggesting integration partnership for product information exchange.
- EldiscorePart of OBETA Group. Eldis operates as a regional electrical trade distribution company, with branch locations including Linden/Gießen.
- Häusler (Heinrich-Häusler)corePart of OBETA Group, operating as regional electrical materials distributor.
- StroomcorePart of OBETA Group, serving as Berlin-based electrical trade distribution.
- TechnilogcorePart of OBETA Group, operating in Ludwigsfelde region.
- CoditoreiminorPart of OBETA Group, minor regional partner.
Scale indicators4 records
Recent moves1 record
Expansion highlights6 records
OBETA competitors and assessment
Company assessmentBroad incumbents
- Grainger: Grainger is a large industrial MRO distributor with a broad catalog and strong digital capabilities, serving maintenance, repair, and operations buyers — an adjacent value proposition to OBETA's professional electrical trade focus.
- Amazon Business: Amazon Business is a broad B2B procurement marketplace offering office, industrial, and electrical supplies with fast delivery, increasingly competing for professional installer and SMB procurement spend across Germany.
Direct peers
- Rexel: Rexel is a global electrical distribution group with a strong German presence, serving professional installers with a comparable B2B mix of installation materials, lighting, and tools across branches and digital channels.
- Würth: Würth is a German-headquartered industrial B2B distributor with a vast branch network and trade-customer focus, supplying tools, fasteners, and installation materials to professional tradespeople across Europe.
- Hilti: Hilti manufactures and distributes tools, software, and services for the construction and electrical trades, with a direct-to-tradesperson sales model that competes for the same professional installer customers as OBETA.
- Conrad Electronic: Conrad Electronic is a German electronics and electrical components retailer serving both professional and DIY customers, with an extensive online catalog and B2B services comparable to OBETA's hybrid model.
- Sonepar: Sonepar is one of the largest electrical wholesalers worldwide, with significant German operations focused on professional electricians and industrial customers via omnichannel branch and digital sales.
Regional players
- SVH Strohkendl: SVH is a German electrical wholesaler serving trade and industrial customers with branch and online channels, directly competing with OBETA in regional German markets for installation materials and tools.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
OBETA social profiles
Digital presenceOBETA financial estimates
Financial estimateRevenue estimate
Valuation estimate
OBETA leadership team
Management profileNumber of profiles
Profiles2 records
OBETA subsidiaries and ownership
Company hierarchySubsidiaries6 records
OBETA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OBETA 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 OBETA
What does OBETA do?
OBETA distributes electrical installation materials, tools, lighting products, industrial components, cables, lamps, and building technology equipment to professional tradespeople and installation businesses. The company combines 60+ physical retail branches across Germany with a B2B e-commerce platform and mobile application, offering access to over one million articles from 800+ brands, supported by project management tools, multi-cart systems, API integration, and services such as 60-minute express pickup, 24/7 pickup lockers, equipment rental, and expert technical consultation.
Is OBETA a public or private company?
OBETA is a private company. It is classified as unknown and is currently operating.
When was OBETA founded?
OBETA was founded in 1901. It employs 251 to 500 people.
Where is OBETA based?
OBETA is headquartered in Berlin, Germany, in the Europe region.
How does OBETA make money?
Two revenue lines are on record. B2B Electrical/Installation Materials Sales are the primary driver. The others are equipment Rental.
Who are OBETA's main competitors?
Broad incumbents on record are Grainger and Amazon Business. Direct peers are Rexel, Würth, Hilti, Conrad Electronic and Sonepar. SVH Strohkendl is listed as a regional player.
Does OBETA have an API?
No public API is recorded for OBETA.
What industry is OBETA in?
OBETA's product category is Electrical Wholesale Distribution. Its primary akta.pro industry code is CRAEAEAH, Automotive, Tools & Industrial Supplies (B2B). Its NAICS code is 44414 and its SIC code is 5040.