OBETA

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.

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

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

• Electrical wholesale distribution
• B2B trade supplies
• Electrical installation materials
• Industrial electrical components
• E-commerce electrical trade

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Equipment Rental: The company offers rental equipment services allowing customers to rent tools and equipment as needed rather than purchasing outright.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core 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.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• TECSELECTcoreChannel Partner/ Reseller/ DistributorChannel partner network for OBETA distribution and sales reach.
• voltimum+coreGTM or Marketing PartnerIndustry platform partnership for marketing and lead generation in the electrical trade sector.
• ZVEH (Zentralverband der Deutschen Elektrohandwerke)coreStrategic or Co-development PartnerPartnership with the Central Association of German Electrical Trade, representing the interests of electrical crafts businesses.
• VEG (Verband der Elektro- und Digitalindustrie)coreStrategic or Co-development PartnerPartnership with the Electrical and Digital Industry Association.
• DEHAcoreChannel Partner/ Reseller/ DistributorDEHA is part of the OBETA group structure, serving as a key distribution partner.
• IDEE (International Distributed Electrical Engineering Ecosystem)coreTechnology or IntegrationIDEE is referenced in relation to product content and data standards (seen in Rittal content page), suggesting integration partnership for product information exchange.
• EldiscoreChannel Partner/ Reseller/ DistributorPart of OBETA Group. Eldis operates as a regional electrical trade distribution company, with branch locations including Linden/Gießen.
• Häusler (Heinrich-Häusler)coreChannel Partner/ Reseller/ DistributorPart of OBETA Group, operating as regional electrical materials distributor.
• StroomcoreChannel Partner/ Reseller/ DistributorPart of OBETA Group, serving as Berlin-based electrical trade distribution.
• TechnilogcoreChannel Partner/ Reseller/ DistributorPart of OBETA Group, operating in Ludwigsfelde region.
• CoditoreiminorChannel Partner/ Reseller/ DistributorPart of OBETA Group, minor regional partner.

Scale indicators4 records

Recent moves1 record

Expansion highlights6 records

Broad 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

• Xx.com/obetaelectro

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 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 OBETA