Westfalia

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.

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

Headquarters

HQ city

Hagen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

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

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core 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.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core.

• DHLcoreOthersShipping and logistics partner for package delivery within Germany. DHL handles standard parcel shipments alongside DPD and GLS.
• DPDcoreOthersShipping and logistics partner for package delivery within Germany. DPD handles standard parcel shipments alongside DHL and GLS.
• GLScoreOthersShipping and logistics partner for package delivery within Germany. GLS handles standard parcel shipments alongside DHL and DPD.
• PayPalcoreTechnology or IntegrationPayment processing partner enabling customers to pay using their PayPal account.
• KlarnacoreTechnology or IntegrationPayment processing partner enabling customers to purchase on invoice or pay in installments.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct 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

• Xx.com/westfalia_de
• Facebookfacebook.com/Westfalia.Versand

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 Westfalia