What Mercaluz does

Mercaluz (legal name: Componentes Eléctricos Mercaluz, S.A.) is a Spanish B2B distributor of HVAC equipment, household appliances, heating systems, air conditioning, and electrical materials, founded in 1986 and headquartered in Redován, Alicante. The company serves professional HVAC installers exclusively — not end consumers — through a network of 19 regional delegations across Spain supported by a fleet of 125+ owned trucks and over 70,000 square meters of warehouse capacity. Its customer base exceeds 20,000 registered installers, with deeper engagement routed through a Premium client loyalty program offering exclusive pricing, promotions, gifts, and incentive trips based on purchase volume.

The company's product portfolio centers on proprietary brands Johnson (air conditioning and appliances) and Eas Electric (smart technology and home appliances), both held through subsidiary Eas Electric Smart Technology S.L. since 2019. These are complemented by distribution agreements with Fujitsu, Daikin, Mitsubishi Electric, Toshiba, and other HVAC and electrical-materials brands (Airzone, Ariston, Legrand, Wilo, Isover, etc.). Technical differentiation in the Johnson line comes from aerothermia heat-pump systems using R290 refrigerant (70% more efficient than alternatives, GWP of 3), NIRU heat recovery units at 86% efficiency, INVERTER compressor technology across refrigeration and laundry, and Wi-Fi connectivity on selected products. The company holds ISO 9001 quality certification (AENOR/IQNet).

Revenue is generated primarily through hardware distribution (HVAC equipment and appliances) with a secondary stream of professional services — technical presales consultation, post-sale service, and installer training, including the recently opened Johnson showroom and training center at Redován. Pricing is quote-based and not publicly disclosed; professional tariff access requires Premium client registration with CIF verification. The company operates three wholly-owned subsidiaries (EAS Electric Smart Technology, Mercaluz Hogar, Mercaluz Canarias) and was acquired by Grafton Group plc in March 2026 for approximately €165-175 million, creating combined annualised Iberian HVAC revenue of approximately €400 million alongside Grafton's Salvador Escoda business.

Name

Mercaluz

Legal name

Componentes Eléctricos Mercaluz, S.A.

Website

https://mercaluz.es

Company type

Private

Founded year

1986

Operating status

Acquired

Headcount range

101–250 employees

Short description

Mercaluz is a Spanish B2B distributor of HVAC equipment, air conditioning, heating, and electrical materials serving 20,000+ professional installers through 19 regional delegations with proprietary Johnson and Eas Electric brands and a 125-truck logistics fleet. Founded 1986, headquartered in Alicante, acquired by Grafton Group in 2026.

Ownership category

akta.pro rank

Product category

HVAC and Climate Control Distribution

NAICS

Warm Air Heating and Air-Conditioning Equipment and Supplies Merchant Wholesalers (42373), Refrigeration Equipment and Supplies Merchant Wholesalers (423740), Service Establishment Equipment and Supplies Merchant Wholesalers (42385)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Refrigeration & Service Industry Machinery (3580), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)

Keywords

• HVAC distribution
• Air conditioning equipment
• Heat pump systems
• Electrical materials supply
• Professional installer services

Headquarters

HQ city

Alicante

HQ country

Spain

HQ region

Europe

Offices20 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. HVAC Equipment Distribution: B2B distribution of air conditioning, climate control, and HVAC equipment to professional installers across Spain. Revenue generated from markup on products sourced from multiple manufacturers including own brands Johnson and Eas Electric, plus distributed brands Fujitsu, Daikin, Mitsubishi, Toshiba, and others.
2. Appliance Distribution: Distribution of household appliances under Johnson and Eas Electric brands including refrigerators, washing machines, dishwashers, cooking products, and small appliances.
3. Exclusive Brand Sales: Revenue from proprietary Johnson brand products which are driven largely by own-brand air conditioning range. Eas Electric Smart Technology owns Johnson brand and Mercaluz distributes exclusively.
4. Professional Services: Technical support, presales consultation, post-sale service, and training provided to professional installers through dedicated departments and showroom/training facilities.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Mercaluz is a Spanish B2B distributor of heating, air conditioning (HVAC), household appliances, and electrical materials, serving over 20,000 professional installers across Spain through 19 regional delegations and a fleet of 125+ trucks. The company distributes its own proprietary brands Johnson and Eas Electric alongside third-party brands such as Fujitsu, Daikin, Mitsubishi, and Toshiba. It also provides technical support, presales consultation, training, and a Premium installer loyalty program with exclusive pricing, gifts, and incentive trips.

Differentiator

Problem solved

Functional benefit

Products and services

• Johnson Air Conditioning Equipment Proprietary Johnson-branded air conditioning, climate control, and HVAC equipment distributed exclusively through Mercaluz to professional installers across Spain. Covers residential, commercial, and industrial applications including aerothermia heat pump systems (AURUM M PLUS 26–40 kW, AURUM M TOP 50–70 kW) with R290 eco-refrigerant and NIRU heat recovery units.
• Johnson Household Appliances Johnson-branded household appliances including refrigerators, washing machines (NILO series), dryers (SENA series), dishwashers, cooking products, small appliances, fans, and Wi-Fi enabled BARIUM electric water heaters, featuring INVERTER compressor technology for improved efficiency and reduced noise.
• Eas Electric Smart Technology Appliances Eas Electric-branded smart home appliances and climate equipment distributed by Mercaluz. Eas Electric Smart Technology owns the Johnson brand and distributes through Mercaluz exclusively in Spain. Range includes smart technology products for residential and light commercial applications.
• Third-Party Branded HVAC Equipment Distribution Distribution of leading third-party HVAC and climate control brands including Fujitsu, Daikin, Mitsubishi Electric, and Toshiba, alongside accessory brands (Airzone, Ariston, Apolo, Aspen Pumps, Charmex, Legrand, Wilo, etc.) through Mercaluz's professional tariff and 19-delegation network.
• Electrical Materials Distribution Distribution of electrical materials and components for HVAC and climate control installations, sold under ISO 9001 certified quality management systems. Covers accessories and supporting components from brands such as Legrand, Airzone, Ariston, and others.
• Layon Brand Distribution Layon-branded products distributed by Mercaluz, featured in the company's 2024 professional tariff catalog covering complementary HVAC and climate product lines.
• Premium Installer Loyalty Program Loyalty program for registered professional HVAC installers (CIF verified) providing exclusive pricing, special promotions, gifts, annual luxury incentive trips, and priority service from dedicated account managers at each of Mercaluz's 19 regional delegations.
• Johnson Showroom and Training Center Johnson showroom and training facility at Mercaluz headquarters in Redován, Alicante, hosting technical workshops and product demonstrations for authorized technical service technicians and professional installers. Equipped with latest Johnson brand equipment for hands-on testing.

Quantifiable outcome

• More than 70% energy savings with aerothermia systems compared to conventional heating
• +4 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Eas Electric Smart TechnologycoreStrategic or Co-development Partner · 1 January 2019Eas Electric Smart Technology acquired the Johnson brand and distributes it exclusively through Mercaluz. Mercaluz holds exclusive distribution rights for Johnson air conditioning products in Spain. Eas Electric Smart Technology is part of the same corporate group (Grupo Mercaluz).
• Johnson (Own Brand)coreOEM/ Whitelabel/ Licensing PartnerJohnson is the proprietary air conditioning and appliance brand owned by Eas Electric Smart Technology and distributed exclusively by Mercaluz. The brand drives significant revenue through its own-manufactured HVAC products.
• FujitsuminorChannel Partner/ Reseller/ DistributorDistribution partnership for Fujitsu air conditioning products. Mercaluz distributes Fujitsu climatization equipment alongside other branded products.
• DaikinminorChannel Partner/ Reseller/ DistributorDistribution partnership for Daikin air conditioning products. Daikin products are featured in Mercaluz tariffs and catalogs.
• Mitsubishi ElectricminorChannel Partner/ Reseller/ DistributorDistribution partnership for Mitsubishi Electric air conditioning products. Products available through Mercaluz professional tariffs.
• ToshibaminorChannel Partner/ Reseller/ DistributorDistribution partnership for Toshiba air conditioning products. Toshiba tariffs available through Mercaluz.

Scale indicators11 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Salvador Escoda: Spain's other leading independent HVAC, plumbing and renewable-energy distributor. Following Grafton Group's March 2026 acquisition of Mercaluz, Salvador Escoda and Mercaluz are now sister companies under the same parent, making them the most direct peer in scale, channel and geography.
• Eurofred: Iberian HVAC and refrigeration distributor with private-label brands (Daitsu) serving professional installers. Comparable as a multi-brand HVAC wholesaler with own-brand positioning, directly competing with Mercaluz's Johnson range in Spain and Portugal.
• Grupo Saltoki: Spanish multi-trade distributor with a significant HVAC, plumbing and renewable-energy product line serving professional installers. Closely comparable business model — regional delegation network, multi-brand wholesale, B2B installer channel — across northern Spain.
• Saltoki Horeca: Foodservice/HVAC distribution arm of the Saltoki group. Highly comparable distribution model with branch network, though tilted toward foodservice and refrigeration; useful as a benchmark for Mercaluz's commercial refrigeration side.

Broad incumbents

• Baxi: European heating and hot-water specialist with a strong Spanish presence in boilers and increasingly heat pumps. Comparable as a manufacturer-distributor hybrid competing for the same installer specification decisions.
• Rexel: Global electrical and HVAC distribution major with a substantial Spanish operation. Larger and more diversified than Mercaluz, but competes directly in HVAC equipment wholesale to professional installers.
• Daikin Spain: Spanish subsidiary of the global HVAC leader. Daikin is both a Mercaluz supplier and a channel competitor through its own installer-direct programs; relevant benchmark for the principal relationship Mercaluz depends on.
• Sonepar: World's largest B2B electrical products distributor with significant Spanish HVAC exposure. Comparable as a broad-line professional distributor, though HVAC is one segment of a much wider product portfolio.
• Vaillant: European HVAC manufacturer with deep Spanish installer relationships in heating and renewable solutions. Comparable as a competing brand-distribution model targeting the same professional installer channel.
• Mitsubishi Electric Spain: Spanish arm of a global HVAC manufacturer that Mercaluz distributes. Serves the same installer customer base through its own channel programs; relevant as both principal partner and competitive threat.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mercaluzhogar
• Facebookfacebook.com/hogarmercaluz

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

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 Mercaluz