What Special Wheels does

Special Wheels (legal entity Specialfälgar AB) is a Swedish wholesale distributor and importer of automotive steel and alloy wheels, rims, and accessories, founded in 1993 and headquartered in Kungsbacka, south of Gothenburg. The company serves as the Nordic region's largest independent wheel supplier, operating exclusively as a B2B wholesaler that distributes products through a network of more than 100 tire trade retailers (gummifackhandeln) across Sweden, Norway, Denmark, Finland, and Iceland. Special Wheels does not sell directly to end consumers; instead, end consumers are directed to nearest retailers via a dealer locator tool on the company website.

The company's product portfolio is organized into three categories: car rims (Bilfälgar), truck and commercial vehicle rims (Lastbilsfälgar), and accessories (Tillbehör). Special Wheels distributes 13+ brands including premium manufacturers such as OZ Racing (Italian, featuring proprietary HLT forging technology), Sparco, Eta Beta, ATS, MSW by OZ, Breyton, Nitro Wheels, and Image Wheels, alongside economy brands such as Kronprinz, CUB, and Italmatic. Product offerings span cast and forged manufacturing methods, with technologies including flow forming for weight reduction, and all products are produced at TÜV or JWL certified factories. The company also operates Fälgguiden, a vehicle-compatibility search tool covering 100+ car brands including EV-native manufacturers (Tesla, Polestar, BYD, NIO, Zeekr).

Revenue is generated through wholesale hardware sales on a unit-pricing basis, with steel wheels priced from approximately SEK 470 and premium forged aluminum wheels up to SEK 12,810. Special Wheels operates under Storskogen Group ownership and holds ISO 9001:2015, ISO 14001:2015, and ISO 45001:2018 certifications. The company employs between 11 and 50 people.

Name

Special Wheels

Legal name

Specialfälgar AB

Website

https://specialwheels.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Special Wheels (Specialfälgar AB) is a Swedish wholesale distributor and importer of automotive steel and alloy wheels and accessories, serving Nordic tire retailers with a portfolio of 13+ premium and economy brands under Storskogen Group ownership.

Ownership category

akta.pro rank

Product category

Automotive Wheel Distribution

NAICS

Tire and Tube Merchant Wholesalers (423130)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Tires, wheels & related supplies distribution (CRAOANAD)

akta.pro secondary industry

Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH)

Keywords

• Wheel distribution
• Automotive rims
• Alloy wheels
• Truck wheels
• Wheel accessories

Headquarters

HQ city

Kungsbacka

HQ country

Sweden

HQ region

Europe

Offices1 record

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: Special Wheels operates as a wholesale importer and distributor of automotive wheels and accessories. They import products and distribute them to retailers (resellers) across the Nordic region. They do not sell directly to end consumers but rather through a network of tire trade retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Special Wheels (Specialfälgar AB) is a wholesale importer and distributor of steel and light alloy wheels and related accessories for the automotive aftermarket. The portfolio spans passenger car, SUV, truck, and trailer wheels across 13+ distributed brands (including ATS, OZ Racing, MSW by OZ, Eta Beta, Sparco, Image Wheels, Nitro Wheels, Breyton, Speedline Truck, Kronprinz), supplied to tire retailers throughout the Nordic region. The company does not sell directly to private consumers; end customers are routed to retailers via the website's dealer locator.

Product overview

Special Wheels (Specialfälgar AB) is a wholesale distributor and importer of automotive rims and wheels operating in the Nordic market. The company offers a comprehensive portfolio organized into three main product categories: Bilfälgar (car rims), Lastbilsfälgar (truck rims), and Tillbehör (accessories). The car rim portfolio includes over a dozen distributed sub-brands including ATS Wheels, Nitro Wheels, OZ Racing, MSW by OZ, Image Wheels, Eta Beta, Breyton, Sparco Wheels, Fondmetal, Ballistic, and others. The truck rim category features Truck Steel (steel) and Truck Aluminium (forged) options. The company operates an online wheel guide tool (Fälgguiden) allowing search by vehicle make and model. Special Wheels serves as a wholesaler, distributing products to retailers throughout the Nordic countries rather than selling directly to end consumers.

Differentiator

Problem solved

Functional benefit

Products and services

• Bilfälgär (Car Rims) Wholesale category of light alloy and steel rims for passenger cars, distributed from over a dozen European, South African, and other brands (ATS, Nitro, Eta Beta, Image Wheels, MSW by OZ, Breyton, OZ Racing, Sparco, Fondmetal, Ballistic). Sold to Nordic tire trade retailers rather than directly to consumers.
• Lastbilsfälgär (Truck Rims) Wholesale category of rims for trucks and commercial vehicles, including Truck Steel (steel rims) and Truck Aluminium (forged aluminum rims). Sold to Nordic commercial vehicle resellers and tire trade retailers.
• Tillbehör (Wheel Accessories) Wholesale category of wheel accessories and related products for car and truck rims, including wheel caps and mounting hardware. Distributed alongside wheels to Nordic tire trade retailers.
• Fälgguiden (Wheel Guide) Online vehicle-based wheel compatibility search tool letting users find compatible rims by registration number or car make and model. Covers 100+ car brands including Audi, BMW, Ford, Mercedes, Tesla, Toyota, Volkswagen, Volvo, and many others, including EV brands such as Polestar and Zeekr. Directs end users to nearest retailers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Vianor: Nordic tire and wheel retailer/wholesaler chain owned by Continental, operating across Sweden, Norway, Finland, and the Baltics. Directly comparable multi-brand wheel distribution model with both retail and B2B service across the same Nordic geography as Special Wheels.
• Point S: European cooperative of independent tire and wheel retailers representing ~6,000 service points. Closely mirrors Special Wheels' model of aggregating multi-brand wheel supply for an affiliated retailer network, with regional independent dealer relationships.
• First Stop: Bridgestone-affiliated European tire and wheel service and retail chain. Comparable in scope (multi-brand wheel and tire supply through retailer-owned workshops) and serves an overlapping automotive aftermarket segment across Europe.
• Heuver: Dutch multi-brand tire and wheel wholesaler distributing truck and commercial-vehicle wheels/tyres across Europe. Closely mirrors Special Wheels' distribution model (import, brand-portfolio, B2B supply) and overlaps in commercial-vehicle wheel SKUs.
• Däckteam: Swedish tire and wheel retailer chain operating workshops across Sweden with multi-brand wheel offerings. Direct Nordic competitor for retailer-mindshare and shelf space, sitting in the same Swedish tire trade channel as Special Wheels.
• Ronal Group: European manufacturer of alloy wheels for passenger cars and commercial vehicles with its own distribution footprint. Comparable in product (steel and alloy wheels) and end-customer base, but vertically integrated upstream of pure distributors like Special Wheels.
• Borbet: German alloy wheel manufacturer serving OEM and aftermarket channels across Europe. Direct competitor for Nordic retailer shelf space and a potential direct-distribution threat to multi-brand wholesalers like Special Wheels.
• Inter-Sprint: Dutch wholesale distributor of tires and wheels for passenger cars, trucks, and agricultural vehicles across Europe. Closely comparable B2B wholesale model with multi-brand sourcing and pan-European retailer supply.

Broad incumbents

• Euromaster: Michelin-owned European leader in tire and vehicle maintenance services with a far broader footprint and service portfolio than Special Wheels. Overlaps in multi-brand wheel and tire distribution to retail/service customers across Europe.

Regional players

• Blackcircles.com: UK-focused online tire and wheel retailer combining direct-to-consumer sales with a fitter/installer network. Comparable in multi-brand wheel portfolio aggregation but operates a different channel mix (B2C-led) and a UK rather than Nordic geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/speedspiritcare

Compliance5 records

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 Special Wheels