TOOLS

What TOOLS does

TOOLS (legal entity TOOLS Norge AS) is Norway's leading B2B and direct-to-consumer supplier of tools, workwear, personal protective equipment (PPE), and industrial consumables. The company operates a nationwide physical store network across Norway paired with a B2B e-commerce platform at tools.no, serving both professional tradespeople (electricians, plumbers, construction workers, industrial technicians) and corporate/enterprise buyers procuring workwear and equipment for their workforces. Business customers register for corporate accounts to access contract pricing, EDI integration, PunchOut capabilities, and consolidated e-invoicing. The product offering is organized across 14 main categories spanning workwear (including visibility and flame-resistant clothing), PPE, tools and machines, welding, electrical/lighting, vehicle and garage equipment, oils and chemicals, hydraulics, fire protection, lifting, garden, and industrial products.

The portfolio is differentiated by six private-label brands that deliver margin advantage and category specialization: Björnkläder (heritage Nordic workwear since 1905), Univern (extreme-weather ProTec collection with EN 342/343 certification), Gesto (innovative, sustainability-focused workwear and safety shoes), AmPro (professional tools and storage), Balance (protective gloves), and Award (lighting solutions). The proprietary technology layer is not publicly disclosed beyond standard e-commerce, EDI/PunchOut procurement integration, and on-site workplace vending (Smart Service). No API, SDK, or AI/ML capabilities are documented.

The revenue model is fundamentally hardware sales across a multi-category SKU base, augmented by value-added services that drive recurring revenue: Smart Service (on-site vending/stock management at customer sites), ReCare (workwear laundering), printing and embroidery on workwear, hose pressing, torque wrench calibration, and professional training courses. Pricing is per-unit with public list prices displayed and contract pricing negotiated for registered B2B accounts; invoicing is electronic (EHF/PDF) by default with an NOK 95 surcharge for paper. TOOLS is a wholly-owned subsidiary of Alligo, a Nordic parent group also operating tools.se (Sweden) and equivalents in Finland; Alligo was acquired LVH AS in August 2022 to strengthen TOOLS' position in the Norwegian Innlandet region, and the Alligo corporate group holds an EcoVadis Platinum sustainability rating.

Name

TOOLS

Legal name

TOOLS Norge AS

Website

https://tools.no

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

501–1,000 employees

Short description

TOOLS Norge AS is Norway's leading B2B and direct-to-consumer supplier of tools, workwear, and personal protective equipment, operating a nationwide store network and e-commerce platform under parent Alligo.

Ownership category

akta.pro rank

Product category

Industrial Supplies and Workwear Retail

NAICS

Saw Blade and Handtool Manufacturing (332216)

SIC

Cutlery, Handtools & General Hardware (3420), General Industrial Machinery & Equipment (3560)

akta.pro primary industry

Tools & Tool Accessories Retail (Hand, Power, Pneumatic) (CRAIADAB)

Keywords

• Workwear and PPE supply
• Professional tools retail
• Industrial consumables distribution
• Safety equipment supply
• B2B tools and workwear

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product sales (tools, workwear, PPE, industrial consumables): Core revenue stream from sale of tools, workwear, personal protective equipment, and industrial consumables through physical stores and e-commerce. The company also generates revenue from service offerings including Smart Service (on-site vending/stock management), printing and embroidery on workwear, hose pressing, torque wrench calibration, ReCare workwear washing service, and professional training courses.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

TOOLS (TOOLS Norge AS) is Norway's leading supplier of tools, workwear, personal protective equipment, and industrial consumables, serving professional tradespeople and corporate customers through a nationwide physical store network combined with an e-commerce platform at tools.no. The company also provides value-added services such as Smart Service on-site vending, ReCare workwear washing, embroidery/printing, hose pressing, torque wrench calibration, and professional training courses.

Product overview

TOOLS is Norway's leading supplier of tools, workwear, personal protective equipment and industrial consumables, operating as a broad portfolio retailer with both third-party brands and six private-label brands. The product offering is organized into 14 main categories covering workwear (including visibility and flame-resistant clothing), personal protective equipment (safety shoes, gloves, hearing protection, etc.), tools and machines (power tools, hand tools, welding equipment), electrical and lighting products, vehicle and garage equipment, oils and chemicals, hydraulics, heating/ventilation/sanitary, fire protection/office/cleaning, lifting/load securing, park/garden, industrial products, and waste handling. The company also offers value-added services including Smart Service (on-site store solutions), ReCare (workwear laundry service), printing and embroidery, hose pressing, torque wrench calibration, and professional training courses. The six private brands—Univern (extreme weather workwear with ProTec technology), Björnkläder (iconic workwear since 1905), Gesto (innovative workwear with sustainability focus), Balance (protective gloves), AmPro (professional tools and storage), and Award (lighting solutions)—complement the third-party brand portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Univern: Workwear for extreme weather conditions with high protection requirements against wind, rain, and cold. Features ProTec collection developed with layer-on-layer approach.
• Gesto
• Björnkläder
• Balance
• AmPro
• Award

Products and services

• Arbeidsklær (Workwear) Complete range of workwear for professional tradespeople and industrial workers, including handcraft/industry/service clothing, shirts, sweaters, hooded jackets, visibility clothing, multinorm workwear, flame-resistant clothing, underwear, mid-layers, winter and shell garments, rainwear, socks, and beanies.
• Personlig verneutstyr (Personal Protective Equipment) Personal protective equipment including safety shoes and work footwear, eye and face protection, protective clothing, gloves, head protection, hearing protection, respiratory protection, fall protection, first aid equipment, and skin protection for professional tradespeople and industrial workers.
• Verktøy og maskiner (Tools and Machines) Tools and machines including power tools, hand tools, tool accessories, welding and soldering equipment, compressed air tools and compressors, measuring instruments, tool bags, high-pressure washers, vacuums, sweepers, threading tools, ladders, stands, platforms, construction machines, and power generators for professional use.
• El og belysning (Electrical and Lighting) Electrical and lighting products including electrical installation materials, extension and branch cables, CEE connectors, engine heater cables, electric motors and accessories, power banks, household batteries and chargers, 400V products, and power stations for professional and industrial use.
• Sveis (Welding) Welding equipment including gas equipment, welding machines, hose packages, plasma equipment, soldering tools, welding accessories, chemicals, welding consumables, tungsten electrodes, tungsten grinding discs, helmets and visors, protection, gas and LPG equipment, smoke extraction, and induction heaters.
• Montering, skruer og beslag (Assembly, Screws and Fittings) Assembly products including bolts, nuts and washers, nails, screws, rivets, plugs and anchors, chemical anchors, cement and concrete, construction brackets, locks and fittings, gaskets, O-rings, tape, adhesive, glue, sealant, and mounting details.
• Kjøretøy og garasje (Vehicles and Garage) Vehicle and garage products including vehicle lighting, workshop equipment, tool storage, car cleaning and polishing products, vehicle filler and repair materials, vehicle maintenance products, vehicle electrical, car batteries, jump starters, wiper blades, car accessories, safety equipment, pumps, cans, and tank equipment.
• Olje og kjemikalier (Oil and Chemicals) Oil and chemical products including grease, oil and lubricants, vehicle chemistry, paint, spray guns, aerosols and chemical sprays, workshop chemistry, oil remediation, drum handling, drum pallets, and grease nipples for industrial and workshop use.
• Hydraulikk og slanger (Hydraulics and Hoses) Hydraulics and hose products including hydraulics, industrial applications, and brake couplings for industrial and workshop applications.
• Varme, ventilasjon og sanitær (Heating, Ventilation and Sanitary) Heating, ventilation and sanitary products including heating, ventilation, and plumbing solutions for residential, commercial, and industrial applications.
• Brannvern, kontor og rengjøring (Fire Protection, Office and Cleaning) Fire protection, office and cleaning products including fire and safety equipment, canteen products, office supplies, communication and mobile accessories, weather stations and thermometers, and cleaning and sanitary supplies.
• Løft og lastesikring (Lifting and Load Securing) Lifting and load securing products including lifting equipment, load and traction products, pallet trucks and trailers, packaging materials, and winches for industrial and logistics use.
• Park og hage (Park and Garden) Park and garden products including watering equipment, grills, plant protection products, accessories and batteries, spare parts and accessories for garden tools, garden tools, and garden machines.
• Industrielle produkter (Industrial Products) Industrial products including hydraulics, industrial hoses, pneumatics, rubber products, technical sealing, ball and roller bearings, cutting tools, stationary machines, compressed air, and transmissions for industrial applications.
• Smart Service On-site workplace supply service that helps businesses focus on their core activities, providing quick and easy access to needed products at the workplace via vending/stock management solutions comparable to a workplace store.
• ReCare Complete wash and service solution for workwear ensuring clean, safe and sustainable workwear with no unnecessary administration or hidden costs for corporate customers.
• Univern TOOLS private-label premium workwear brand designing and producing clothing for extreme weather conditions with high protection requirements against wind, rain, and cold. Features ProTec collection with EN 342 and EN 343 certification.
• Gesto TOOLS private-label innovative workwear, work shoes and safety glasses brand combining functional design with smart solutions and a focus on sustainability.
• Björnkläder Iconic TOOLS private-label workwear brand since 1905, creating durable, comfortable work clothing with excellent fit and long lifespan for demanding professionals. One of the oldest and most qualitative workwear brands in the Nordic region.
• Balance TOOLS private-label brand for effective and cost-friendly protection gloves ensuring hands are kept safe in various work environments including dry, wet, wet and cold, or cold conditions.
• AmPro TOOLS private-label brand specializing in tools and storage solutions for professional garages and workshops, featuring tool wagons and storage solutions with quality tools at competitive prices.
• Award TOOLS private-label brand for high-quality lighting solutions including vehicle lighting, work lighting, flashlights and headlamps, founded in 2015 to meet customer needs for vehicle lighting.

Quantifiable outcome

• EcoVadis Platinum sustainability rating placing Alligo/TOLS among the world's top sustainability performers

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• AlligocoreStrategic or Co-development Partner · 19 August 2022Alligo is the Nordic parent company of TOOLS. Alligo is a Nordic company specializing in workwear, tools, and safety equipment. TOOLS operates as a subsidiary/brand under Alligo's portfolio, which also operates in Sweden (tools.se) and Finland. The parent company acquired LVH AS in Norway in August 2022 to strengthen its position in the Norwegian market.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ahlsell: Nordic B2B technical distributor of tools, PPE, workwear, fasteners, and industrial supplies with strong Norway presence (Ahlsell Norge). Highly comparable in product mix, B2B orientation, and omni-channel distribution across the Nordics.
• Würth: Global market leader in B2B tools, fasteners, workwear, and PPE, with a direct-sales and branch model serving trades and industry. Closest global comparable in product breadth and B2B go-to-market, operating at far larger scale.
• Toolstation: UK-based trade tool and hardware retailer (part of Travis Perkins) serving tradespeople with a focused SKU range and click-and-collect model. Comparable in targeting trades with tools and consumables, though more narrow product breadth than TOOLS.
• Stark: Nordic construction materials and tools retailer (formerly Byggmakker in Norway) serving professional builders and tradespeople. Comparable in serving trades with tools and workwear, with stronger weighting toward construction materials.
• Solar A/S: Danish-origin B2B technical wholesale group with Norwegian operations, supplying tools, electrical, HVAC, and PPE to professional customers. Overlapping product range and B2B procurement-led model.

Regional players

• Mestergruppen: Norwegian building materials and tools retailer focused on professional craftsmen and contractors. Direct Norwegian competitor for trades customers, though heavier weighting toward construction materials than TOOLS' diversified industrial/PPE range.
• Optimera: Norwegian building materials and tools distributor (part of Saint-Gobain Distribution), serving professional builders and contractors. Overlap with TOOLS in tools and workwear for Norwegian trades customers.

Broad incumbents

• W.W. Grainger: US-listed MRO industrial distribution giant serving businesses with tools, PPE, and facility maintenance products. Comparable in B2B industrial supply model with much larger scale and broader MRO scope.
• Kingfisher: UK-listed home improvement retailer (Screwfix, Brico Dépôt, Castorama) operating across Europe with strong trade and DIY customer overlap. Comparable in tools/PPE range and omni-channel model, though skewed more toward DIY than TOOLS' B2B focus.
• Rexel: Global B2B distributor of electrical, lighting, tools, and PPE products serving professional installers and industrial customers. Overlaps with TOOLS' electrical, lighting (Award brand), and workwear categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/tools-norge-as

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TOOLS