Hoelzle

What Hoelzle does

Hoelzle AG is a Swiss B2B wholesale distributor specializing in vehicle electrical and electronic components, founded in 1951 by Richard and Ella Hölzle in Zürich-Oerlikon and now headquartered in Bubikon. The company stocks more than 11,000 parts from over 80 global brands — including ABB Harnessflex, Hella, J.W. Speaker, Osram, Philips, Victron, EcoFlow, and Instagrid — and serves approximately 7,000 customers across Switzerland through an e-commerce web shop, a mobile app (HOELZLE.app) with barcode-scanning functionality, 10 external field sales representatives, regional sales support points, and pickup at the Bubikon headquarters. Same-day shipping for orders placed by 17:00 and next-day delivery throughout Switzerland are standard service levels, enabled by a modern 8,000 m² facility equipped with an AutoStore robotic storage system holding over 37,500 boxes.

Beyond pure distribution, Hoelzle operates an engineering services unit (HOELZLE Engineering) that integrates programmable controllers and CAN-bus systems, anchored by an exclusive Swiss distribution partnership with MRS Electronic GmbH & Co. KG. The company also runs the HOELZLE Academy, charging CHF 380 per day for technical workshops on programmable controllers, with a CHF 200 cashback incentive on MRS product purchases. Revenue is generated primarily through wholesale hardware sales at tiered volume discounts, supplemented by shipping fees (CHF 9.50 standard, CHF 14.50 night express, CHF 19.00 morning express), training/workshop fees, and limited professional services. Hoelzle owns one subsidiary, Eco Drive AG, focused on electric vehicle prototyping and distribution. The company is privately held, family-controlled across three generations, with Simon Baumann serving as CEO since 2015, and operates exclusively within the Swiss market.

Name

Hoelzle

Legal name

HOELZLE AG

Website

https://hoelzle.ch

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

11–50 employees

Short description

Hoelzle AG is a Swiss B2B wholesale distributor of vehicle electrical and electronic components, founded in 1951, serving approximately 7,000 customers across Switzerland with 11,000+ parts from 80+ global brands via e-commerce, field sales, and engineering services.

Ownership category

akta.pro rank

Headquarters

HQ city

Bubikon

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Distribution of Vehicle Electrical Components: Core revenue comes from wholesale distribution of vehicle electrical and electronic components. Products include cables, connectors, switches, relays, lighting, LED lights, sensors, batteries, chargers, test equipment, and E-mobility solutions. They carry over 80 global brands and more than 11,000 parts in stock.
2. Training and Workshops: Revenue from conducting professional training workshops on programmable controllers and vehicle electronics. Workshops are priced at CHF 380 per day (excl. VAT) with included catering and CHF 200 cashback on product purchases.
3. Delivery and Logistics Services: Shipping fees for standard delivery (CHF 9.50), night express (CHF 14.50), and express morning delivery (CHF 19.00) within Switzerland. Order processing fee for special delivery arrangements.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Hoelzle is a Swiss B2B wholesale distributor of vehicle electrical and electronic components, supplying 11,000+ parts from 80+ global brands to workshops, fleet operators, emergency services, and industrial customers across Switzerland. The company augments this distribution with same-day/next-day delivery, a mobile ordering app, custom engineering integration (HOELZLE Engineering), and technical training (HOELZLE Academy).

Product overview

Hoelzle is a Swiss B2B wholesale distributor specializing in vehicle electrical and electronic components with over 70 years of experience, serving more than 7,000 customers with over 11,000 products in stock. The company operates through multiple channels including a web shop, mobile app (HOELZLE.app), field sales team of 10 specialists covering all of Switzerland, and publishes the HOELZLE Journal. The core offering includes cables, connectors, switches, LED lighting, relays, diagnostic equipment, and smart energy solutions, complemented by services such as the HOELZLE Academy (training workshops on programmable controllers), HOELZLE Engineering (custom system integration), and specialized tools like the HBoy workshop cart. The company distributes products from world-leading brands including ABB Harnessflex, EcoFlow, Instagrid, MRS, Murrelektronik, Victron, DEFA, J.W. Speaker, WAS, NOCO, and GYS, positioning itself as a comprehensive one-stop partner for vehicle electrification and electronics needs.

Differentiator

Problem solved

Functional benefit

Brands

• HBoy: Workshop cart with over 8,000 small electrical parts, designed for easy ordering via scanner
• Hoelzle Journal
• HOELZLE Academy
• HOELZLE Engineering
• HOELZLE.app

Products and services

• HOELZLE Academy Professional training service offering workshops on programmable controllers, vehicle electronics, and installation techniques for B2B customers and technicians. CHF 380 per day with catering and CHF 200 cashback on MRS product purchases.
• HOELZLE Engineering Custom engineering service for specialized vehicle electrical systems integration, including complete engineering for programmable control systems (MRS), CAN-bus systems, and emergency vehicle solutions from consultation to implementation.
• HOELZLE.app Mobile application enabling B2B customers to scan products via barcode for quick identification and efficient reordering, designed for on-site use in workshops.
• HOELZLE HBoy Workshop Cart Workshop cart (Werkstattwagen) containing over 8,000 of the most commonly used electrical parts, enabling efficient parts management with scanner-based reordering system.
• HOELZLE Kabelwagen Cable wagon for organized cable storage and management, providing ideal complement for warehouse and workshop operations.
• MRS Programmable Controllers Programmable control units for mobile vehicle applications supporting analog, PWM, digital, and CAN bus signal processing with plug-and-play integration capabilities, distributed by Hoelzle as the exclusive Swiss partner for MRS Electronic.
• Vehicle Cables and Wiring Extensive range of electrical cables for vehicle applications including power, signal, and data transmission cables, along with cable shoes, connector housings, spiral cables, and cable ducts.
• Vehicle LED Lighting LED lighting solutions including work lights, warning lights, headlights, tail lights, light bars, brand lights, and searchlights for vehicles, sourced from brands such as J.W. Speaker, Hella, Osram, and WAS.
• E-Mobility and Smart Energy Solutions Electric mobility components and smart energy solutions including charging solutions, battery chargers, inverters, voltage converters, portable power stations, solar systems, and battery management for mobile and stationary applications.
• Switches, Relays, and Control Units Electrical switches, relays, flashers, and control units for vehicle electrical systems, including large relays and signal horns/warning buzzers.
• Diagnostic and Test Equipment Test devices, breakout boxes, and diagnostic tools for troubleshooting and testing vehicle electrical components and systems, including 24-pin test boxes for parallel component testing.
• ABB Harnessflex Cable Protection Systems Cable protection systems for electrical and electronic wiring in special-purpose, agricultural, industrial, and municipal vehicles, used by customers such as Suter Industries for racing and industrial applications.
• Instagrid Portable Power Stations Battery-powered portable power stations providing 230V and 400V three-phase mobile power without combustion generators, used for mobile workshop vehicles in construction and field operations.
• EcoFlow Portable Power Solutions Portable power stations, solar generators, and battery systems for mobile and backup power applications across professional and recreational use cases.
• Victron Energy Products Battery chargers, inverters, and energy management systems for mobile and stationary applications, including solar and recreational vehicle power systems.
• J.W. Speaker LED Headlights and Work Lights LED headlamps and work lights including EVO-X series with 5-in-1 functions and optional heating for vehicles in commercial and specialty applications.

Quantifiable outcome

• Orders placed by 17:00 are shipped same day and delivered next business day
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• MRS Electronic GmbH & Co. KGcoreChannel Partner/ Reseller/ DistributorHoelzle is the exclusive Swiss distribution partner for MRS Electronic products, including programmable controllers and control units for mobile applications. Hoelzle Engineering provides complete engineering services for MRS products, from consultation to implementation. Hoelzle also offers training workshops on MRS products.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Würth (Adolf Würth GmbH & Co. KG): The prototypical B2B specialist distributor selling automotive and workshop supplies to trades across DACH. Same channel mix (field sales + e-commerce + catalogs), same target customers (workshops, fleet operators), same geographic footprint overlap — direct comp at much larger scale.
• Berner SE: European B2B multi-channel specialist selling to trades and vehicle workshops — direct overlap in target segment (vehicle workshops), distribution model (sales reps + webshop), and geographic reach including Switzerland. Key direct peer for Hoelzle's GTM.

Broad incumbents

• Hella (FORVIA): Hella (now part of Forvia) is one of the global brands Hoelzle distributes and a major automotive lighting/electronics manufacturer. Operates upstream of Hoelzle in the value chain but competes for the same vehicle electronics procurement dollars at end customers.
• Robert Bosch Automotive: Global automotive parts manufacturer and tier-1 supplier spanning vehicle electrical, lighting, diagnostics, and components. Broad overlap in product categories Hoelzle distributes, competing at OEM and aftermarket levels.
• Continental Automotive: Major global automotive supplier with broad vehicle electronics, sensor, and connectivity portfolio. Comparable on the underlying technology categories but operates as a tier-1 manufacturer rather than a distributor.

Regional players

• Sonepar: Global electrical products distributor operating B2B across many European countries including Switzerland. Comparable wholesale-distribution business model, though broader in scope (industrial + commercial + some vehicle electrical).
• FEGA & Schmitt Elektro Großhandlung GmbH: DACH-region electrical wholesale distributor with comparable B2B model and German/Swiss customer overlap, though primarily oriented to industrial electrical rather than vehicle-specific.

Emerging players

• DEFA AS: Norwegian specialist in engine pre-heating and EV charging that Hoelzle distributes. Operates upstream as a manufacturer in Hoelzle's e-mobility product categories, but at much smaller scale than the global incumbents.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hoelzleag
• LinkedInlinkedin.com/company/hoelzle-ag

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Hoelzle