Westfalia
Westfalia is a German direct-to-consumer e-commerce retailer (westfalia.de) selling tools, garden equipment, household goods, and agricultural supplies to DIY consumers, tradespeople, and hobby gardeners across Germany, operating since 1923 under owner HAJUS AG within the Droege Group portfolio.
- Company typePrivate
- Founded1923
- HeadquartersHagen, Germany
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Westfalia does
Westfalia is a German direct-to-consumer e-commerce retailer operating the westfalia.de online store, selling tools, garden equipment, household goods, technology, camping gear, vehicle accessories, agricultural supplies, and pet products to DIY home improvers, professional tradespeople, and garden/agriculture enthusiasts. The company has been in continuous operation since 1923 under the brand promise "Deutsche Qualität seit 1923" and was historically a mail-order business before transitioning to its current pure e-commerce model. The product portfolio is served through an Odoo-based e-commerce platform with standard session management, preference tracking, and Google Analytics integration; the primary proprietary offering is the Westfalia 18V cordless tool ecosystem, which provides cross-compatible Li-Ion batteries (2.0/4.0/5.0 Ah) across drills, saws, grinders, sanders, and garden equipment. The company is headquartered at the HAJUS AG offices in Riesa, Germany, and ships domestically via DHL, DPD, and GLS, accepting payment through invoice, PayPal, Klarna, and credit card with a €99 free-shipping threshold. Westfalia is a wholly-owned subsidiary of HAJUS AG, itself part of the Düsseldorf-based Droege Group conglomerate, and in 2025 entered insolvency proceedings alongside sister companies Weltbild and Gärtner Pöttschke. The company maintains no physical retail presence, operates exclusively within Germany, and has a small workforce of 11-50 employees with no disclosed external funding, venture capital, or private equity backing.
Westfalia firmographics
Firmographics- Name
- Westfalia
- Legal name
- HAJUS AG
- Website
- https://westfalia.de
- Company type
- Private
- Founded year
- 1923
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Westfalia is a German direct-to-consumer e-commerce retailer (westfalia.de) selling tools, garden equipment, household goods, and agricultural supplies to DIY consumers, tradespeople, and hobby gardeners across Germany, operating since 1923 under owner HAJUS AG within the Droege Group portfolio.
- Ownership category
- akta.pro rank
Where Westfalia is headquartered
LocationHeadquarters
- HQ city
- Hagen
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Westfalia business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- E-commerce Product Sales: Westfalia generates revenue through direct online sales of tools, garden equipment, household goods, technology, camping gear, agricultural supplies, vehicle accessories, and pet products. The company offers own-brand products (Westfalia 18V Series) alongside third-party branded merchandise. Payment methods include invoice, PayPal, Klarna, credit card, and prepaid options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard e-commerce pricing with free shipping over 99 EUR |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Westfalia product offering
Product offeringCore offering
Westfalia is a German online retailer operating westfalia.de, selling tools, garden equipment, household goods, technology, and agricultural supplies under the Westfalia brand established in 1923. The company markets its own Westfalia 18V cordless tool platform alongside third-party branded products across DIY, garden, household, and agricultural categories, distributing nationwide in Germany via parcel carriers.
Product overview
Westfalia is a German online hardware retailer operating since 1923, offering a comprehensive multi-category product portfolio through its e-commerce platform at westfalia.de. The company's offerings span eight main divisions: Werkzeug (tools), Garten (garden), Haushalt (household), Technik (technology), Camping & Outdoor, Fahrzeug (vehicle), Landwirtschaft (agriculture), and Tierbedarf (pet supplies). The product portfolio includes proprietary Westfalia-branded cordless power tool lines such as the Westfalia 18V Series featuring lithium-ion batteries and multi-tool compatibility, alongside an extensive range of third-party branded tools, garden equipment, household appliances, and specialty products like beer tapping systems. The business model focuses on direct-to-consumer e-commerce sales with logistics partnerships (DHL, DPD, GLS) and multiple payment options including invoice, PayPal, Klarna, and credit card.
Differentiator
Problem solved
Functional benefit
Products and services
- Westfalia 18V Cordless Tool Series
- Hand Tools
- Garden Equipment
- Household and Kitchen Appliances Household and kitchen appliances sold through westfalia.de for everyday domestic use by German consumers.
- Technology and Lighting Products Consumer technology and lighting products (including general lighting, work lights, and household tech accessories) sold to German consumers.
- Agricultural Supplies Small-scale agricultural supplies and equipment sold to consumers with smallholdings, allotments, or rural households in Germany.
- Ladders and Scaffolding Ladders, step stools, and small scaffolding sold to DIY consumers and trade customers for elevated work in the home, garden, or jobsite.
- Beer Tapping Systems Consumer beer tapping and dispensing systems sold through westfalia.de for home and small event use.
Companies that use Westfalia
Customer profileSegments3 records
Ideal customer profiles3 records
Westfalia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Westfalia partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- DHLcoreShipping and logistics partner for package delivery within Germany. DHL handles standard parcel shipments alongside DPD and GLS.
- DPDcoreShipping and logistics partner for package delivery within Germany. DPD handles standard parcel shipments alongside DHL and GLS.
- GLScoreShipping and logistics partner for package delivery within Germany. GLS handles standard parcel shipments alongside DHL and DPD.
- PayPalcorePayment processing partner enabling customers to pay using their PayPal account.
- KlarnacorePayment processing partner enabling customers to purchase on invoice or pay in installments.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Westfalia competitors and assessment
Company assessmentDirect peers
- Hornbach: Largest German omnichannel DIY/home improvement chain with a strong online store. Directly comparable to Westfalia on assortment (tools, garden, building materials), DIY customer base, and German-only geographic focus, but with a meaningful physical-store advantage.
- Obi: Major German DIY chain with 350+ stores and a large e-commerce presence. Overlaps with Westfalia on tools, garden equipment, and household categories, and competes for the same DIY Home Improver and professional tradesperson segments.
- Bauhaus: German/Swiss DIY chain specializing in tools, garden, and workshop supplies. Closely comparable assortment and customer base to Westfalia, particularly in the hand/power tools, garden equipment, and workshop categories.
- Hagebau: German DIY cooperative of independent retailers with a consolidated online store. Comparable to Westfalia on category breadth and B2B/DIY customer base, though structurally different as a cooperative of physical store owners.
- Toom Baumarkt: Rewe Group-owned German DIY chain with 300+ stores and an e-commerce channel. Directly comparable in assortment (tools, garden, household) and target customer (DIYers, garden enthusiasts, small trades).
- Toolport: Pure-play German online tool and equipment retailer. Closest comparable in business model (e-commerce only, no stores) and product focus on tools, machinery, and garden equipment.
- Contorion: German online retailer specializing in professional tools, industrial supplies, and PPE. Comparable in e-commerce-only model and tool-focused assortment, with a stronger professional tradesperson lean than Westfalia.
- Globus Baumarkt: German DIY and home improvement chain with both physical stores and a growing e-commerce presence. Comparable in assortment breadth across tools, garden, and household, and competes for the same mid-German DIY segment.
Broad incumbents
- Hilti: Global manufacturer of professional power tools and direct-sales platform (Hilti ON!Track). Overlaps with Westfalia's Professional Tradespeople segment on power tools and accessories, though it operates a fundamentally different direct-sales model.
- Bosch Power Tools (DIY): Brand owner of the dominant 'Power for DIY' cordless 18V ecosystem (the 'green' line). Comparable on product/category (cordless tools, garden) and on customer base (DIYers and pros), and competes head-to-head with Westfalia's own-brand 18V platform.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Westfalia social profiles
Digital presenceWestfalia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Westfalia leadership team
Management profileNumber of profiles
Westfalia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Westfalia 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 Westfalia
What does Westfalia do?
Westfalia is a German online retailer operating westfalia.de, selling tools, garden equipment, household goods, technology, and agricultural supplies under the Westfalia brand established in 1923. The company markets its own Westfalia 18V cordless tool platform alongside third-party branded products across DIY, garden, household, and agricultural categories, distributing nationwide in Germany via parcel carriers.
Is Westfalia a public or private company?
Westfalia is a private company. It is classified as corporate owned and is currently operating.
When was Westfalia founded?
Westfalia was founded in 1923. It employs 11 to 50 people.
Where is Westfalia based?
Westfalia is headquartered in Hagen, Germany, in the Europe region.
How does Westfalia make money?
One revenue line is on record: E-commerce Product Sales.
Who are Westfalia's main competitors?
Direct peers on record are Hornbach, Obi, Bauhaus, Hagebau, Toom Baumarkt, Toolport, Contorion and Globus Baumarkt. Broad incumbents are Hilti and Bosch Power Tools (DIY).
Does Westfalia have an API?
No public API is recorded for Westfalia.