Berner + Straller
Berner + Straller is a Nuremberg-based industrial trading representative founded in 1900, distributing machine tools, special tools, cooling lubricants, and standardized norm parts (70,000+ SKUs) to manufacturing customers across Bavaria, Saxony, and Thuringia from three German offices and a Norelem online shop.
- Company typePrivate
- Founded1900
- HeadquartersNuremberg, Germany
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Berner + Straller does
Berner+Straller GmbH is a Nuremberg-based industrial trading representative (Handelsvertretung) founded in 1900 that distributes machine tools, special tools, cooling lubricants, and standardized norm parts to manufacturing customers in Bavaria, Saxony, Thuringia, and the Nuremberg metropolitan region. The company operates from three German locations — Nürnberg (headquarters with main warehouse and a customer exhibition space for machine demonstrations), München, and Dresden — and employs 45 staff across accounting, warehousing, inside sales, and a field sales force (Außendienst) that visits customers on-site.
The core offering spans 19 product categories including turning machines, drilling machines, machining centers (including 5-axis from MAKINO), grinding machines (STUDER, Blohm, Mägerle, KAPP Niles, Tschudin), EDM machines, presses and forming equipment, additive manufacturing (AIM3D), clamping and magnetic workholding technology, industrial component cleaning, and surface treatment including dry ice blasting. Standardized parts are sold through a dedicated Norelem online shop featuring more than 70,000 SKUs, giving customers a digital procurement route alongside the relationship-led field-sales channel. Partnerships with 70+ premium brand manufacturers — including Blaser Swisslube for cooling lubricants and Liquidtool for automated coolant management — frame Berner+Straller as a full-line industrial supply partner rather than a single-vendor reseller.
Revenue mechanics combine one-time product resale across both capital equipment and consumables with a layer of recurring services: fluid management, contract shot blasting (Lohnstrahlen), on-site degaussing, maintenance, training, and technical consulting. Customer segments are concentrated in metalworking and machining verticals, with go-to-market executed through direct sales at the three offices, the e-commerce shop, and industry trade shows such as Intec, KPA, GrindingHub, and the Wernesgrüner Werkzeugsymposium. The firm holds a TÜV certification and is privately held with no disclosed parent, investors, or ownership changes.
Berner + Straller firmographics
Firmographics- Name
- Berner + Straller
- Legal name
- Berner+Straller GmbH
- Website
- https://berner-straller.de
- Company type
- Private
- Founded year
- 1900
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Berner + Straller is a Nuremberg-based industrial trading representative founded in 1900, distributing machine tools, special tools, cooling lubricants, and standardized norm parts (70,000+ SKUs) to manufacturing customers across Bavaria, Saxony, and Thuringia from three German offices and a Norelem online shop.
- Ownership category
- akta.pro rank
Where Berner + Straller is headquartered
LocationHeadquarters
- HQ city
- Nuremberg
- HQ country
- Germany
- HQ region
- Europe
Offices3 records
Markets served
Berner + Straller business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Product Sales - Normalien/Standard Parts: Resale of standardized machine components and normalien (standardized parts according to DIN/ISO specifications) through their Norelem shop and online store, featuring over 70,000 products.
- Product Sales - Machinery and Tools: Sale of machine tools including turning machines, drilling machines, machining centers, grinding machines, EDM machines, and precision tools from brand partners.
- Kühlschmierstoffe (Coolant/Lubricant) Sales: Sale of cooling lubricants and cutting fluids for machining operations, including products from Blaser Swisslube and other manufacturers.
- Services - Entmagnetizing, Strahlen, Maintenance: Professional services including demagnetization, shot blasting (Lohnstrahlen), surface technology, dry ice cleaning, service and maintenance, and fluid management.
- Training and Consulting: Technical training, seminars, and professional consulting services for customers on product selection, maintenance, and process optimization.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Berner + Straller product offering
Product offeringCore offering
Berner+Straller GmbH is a German industrial trading representative (Handelsvertretung) founded in 1900 that distributes machine tools, precision tools, cooling lubricants, and standardized parts (Normalien) to manufacturing customers. The company operates an online shop with over 70,000 standard parts via a dedicated Norelem partnership, supplemented by professional services including fluid management, contract shot blasting (Lohnstrahlen), degaussing, maintenance, training, and consulting.
Product overview
Berner+Straller GmbH is a trading representative company (Handelsvertretung) established in 1900, offering a comprehensive portfolio of machining solutions. The company operates both as a distributor of machine tools, cooling lubricants, standard parts (Normalien), and special tools, and as a service provider. Their product portfolio centers on 19 core product categories including tool holders and cutting tools, clamping technology, grinding machines, CNC machining centers, lathes, EDM machines, additive manufacturing, and industrial cleaning systems. They maintain an extensive Norelem online shop with over 70,000 standardized norm parts. Services include fluid management for cooling lubricants, on-site degaussing, contract shot blasting (Lohnstrahlen), maintenance, training, and consulting. The company serves the manufacturing industry with three locations in Nürnberg (headquarters with main warehouse and exhibition space), München, and Dresden, employing approximately 45 staff.
Differentiator
Problem solved
Functional benefit
Products and services
- Machine Tools
- Tool Holders and Cutting Tools (Werkzeugaufnahmen & Werkzeuge)
- Clamping and Workholding Technology (Spanntechnik)
- Standard Parts / Normalien (Norelem Online Shop)
- Cooling Lubricants (Kühlschmierstoffe)
- Magnetic Technology (Magnettechnik)
- Surface Technology / Dry Ice Blasting Equipment
- Additive Manufacturing Solutions
- Automation Technology
- Presses and Forming Technology (Pressen & Umformtechnik)
- Industrial Component Cleaning (Industrielle Bauteilreinigung)
- Fluid Management Service
- Contract Shot Blasting (Lohnstrahlen)
- Degaussing Service (Entmagnetisieren)
- Maintenance and Repair (Service & Wartung)
- Training and Seminars (Schulung & Seminare)
- Consulting (Beratung)
Companies that use Berner + Straller
Customer profileSegments1 record
Ideal customer profiles1 record
Berner + Straller technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Berner + Straller partnerships and signals
Strategic signalPartnerships
39 partnerships are on record, tiered core and minor.
- NorelemcoreLeading distributor of normalien (standard parts) with extensive Norelem product catalog and dedicated Norelem online shop. Berner+Straller operates as the primary reseller of Norelem standard parts in their territory.
- Blaser SwisslubecoreDistributor of Blaser Swisslube cooling lubricants and cutting fluids for machining applications.
- LiquidtoolcorePartnership for automated coolant management solutions including the Liquidtool Smart Colant Automation system with 90-day free trial offer.
- MANURHIN KMXcoreDistributor of MANURHIN KMX turning machines for various applications including precision turning.
- MAKINOcoreDistributor of MAKINO machining centers including 5-axis machines, high-speed cutting (HSC), and graphite milling equipment.
- STUDERcoreDistributor of STUDER grinding machines for precision cylindrical grinding applications.
- BlohmcoreDistributor of Blohm grinding machines for surface and profile grinding.
- AgathoncoreDistributor of Agathon precision components and machining solutions for tool and mold making.
- IepcocoreDistributor of IEPCO shot blasting equipment and systems for industrial surface treatment.
- AIM3DcoreDistributor of AIM3D additive manufacturing (3D printing) solutions.
- Maurer Magnetic AGcoreDistributor of Maurer Magnetic magnetic clamping and workholding technology.
- Wenger AGcoreDistributor of Wenger AG machining solutions.
- EcocleancoreDistributor of Ecoclean industrial component cleaning systems.
- MägerlecoreDistributor of Mägerle grinding machines.
- KAPP NilescoreDistributor of KAPP Niles gear grinding and profile grinding machines.
- FAMARcoreDistributor of FAMAR precision turning machines.
- Bimatec SoralucecoreDistributor of Bimatec Soraluce manufacturing solutions including milling and turning machines.
- 3MminorDistributor of 3M industrial products including abrasives and safety equipment.
- Stadler KepplercoreDistributor of Stadler Keppler planing machines (Bettfräsmaschinen).
- GSW Schwabe AGminorBrand partner for industrial tools and components.
- Moore ToolsminorBrand partner for precision tools.
- CoolmasterminorBrand partner for cooling solutions.
- TschudincoreDistributor of Tschudin grinding machines for cylindrical grinding applications.
- DadcominorBrand partner for die components and springs.
- SWT GüthleminorBrand partner for machining tools.
- JungminorBrand partner for machine tools.
- RöhmeldminorBrand partner for workholding and clamping technology.
- Friess GmbHminorBrand partner for filtration and separation technology.
- HammaminorBrand partner for industrial components.
- Diamant WeberminorBrand partner for diamond tools.
- IHG Spann und AnwendungstechnikminorBrand partner for clamping technology.
- AlzmetallcoreDistributor of Alzmetall machine tools including multi-spindle drilling and milling machines.
- KnollminorBrand partner for conveying and pumping systems.
- Stockmeier ChemieminorBrand partner for industrial chemicals including coolants.
- UT-TecminorBrand partner for ultrasonic technology.
- MST CorporationminorBrand partner for measurement and testing technology.
- KoegelminorBrand partner for special machines.
- MAEminorBrand partner for industrial automation components.
- IndusaminorBrand partner for industrial tools.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Berner + Straller competitors and assessment
Company assessmentBroad incumbents
- Rubix: Rubix is a European distributor of industrial maintenance, repair, operations, bearings, power transmission, tools, and related supplies. It is comparable as a broad industrial supplies distributor serving manufacturing sites, though it is less specialized in machine tools than Berner+Straller.
- MISUMI Europa GmbH: MISUMI provides configurable and standard mechanical components, factory automation parts, and tools through a digital catalog model. It is comparable to Berner+Straller's Norelem/standard-parts and online-shop activities, though MISUMI is more e-commerce and component-platform focused.
- Hoffmann Group: Hoffmann Group is a large European industrial tooling and equipment distributor serving manufacturing, machining, and MRO buyers. It overlaps with Berner+Straller in cutting tools, workholding, machining supplies, technical consulting, and e-commerce/catalog distribution, albeit at much larger scale.
- Würth Industrie Service GmbH & Co. KG: Würth Industrie Service provides C-parts, fasteners, inventory management, and industrial supply solutions for manufacturing customers. It is comparable on the standard-parts and production-supply side, especially where buyers seek procurement consolidation and reliable replenishment.
Others
- norelem Normelemente GmbH & Co. KG: norelem offers a large catalog of standard parts, machine elements, and components for design and manufacturing engineers. It is also a partner/supplier to Berner+Straller, but remains comparable because Berner+Straller operates a Norelem shop and competes for standard-parts procurement spend.
Direct peers
- KNUTH Werkzeugmaschinen GmbH: KNUTH sells metalworking machine tools such as lathes, milling machines, drilling machines, saws, and grinding machines to industrial customers. It is comparable on the machine-tool side of Berner+Straller's offering, especially for manufacturing buyers sourcing production equipment.
- Meusburger Georg GmbH & Co KG: Meusburger supplies standard parts, mold and die components, workshop equipment, and related consumables to toolmaking and manufacturing customers. It overlaps with Berner+Straller's normalien, tooling, and industrial component categories.
- Stürmer Maschinen GmbH: Stürmer Maschinen supplies metalworking, woodworking, compressed-air, welding, and workshop machinery through multiple industrial brands. It is comparable as a German industrial machinery supplier serving workshops and manufacturing operations with equipment and accessories.
- Hahn+Kolb Werkzeuge GmbH: Hahn+Kolb is a German B2B distributor of tools, workshop equipment, machine tools, measuring technology, and industrial supplies. It is highly comparable because it serves metalworking and manufacturing customers with a technical sales and catalog-led procurement model.
- VOLZ Werkzeugmaschinen GmbH & Co. KG: VOLZ Werkzeugmaschinen is a German machine-tool dealer focused on metalworking equipment and related support. It is comparable because Berner+Straller also sells lathes, grinding machines, machining centers, drilling machines, and related machinery to manufacturing customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Berner + Straller social profiles
Digital presenceBerner + Straller financial estimates
Financial estimateRevenue estimate
Valuation estimate
Berner + Straller leadership team
Management profileNumber of profiles
Berner + Straller funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Berner + Straller M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Berner + Straller
What does Berner + Straller do?
Berner+Straller GmbH is a German industrial trading representative (Handelsvertretung) founded in 1900 that distributes machine tools, precision tools, cooling lubricants, and standardized parts (Normalien) to manufacturing customers. The company operates an online shop with over 70,000 standard parts via a dedicated Norelem partnership, supplemented by professional services including fluid management, contract shot blasting (Lohnstrahlen), degaussing, maintenance, training, and consulting.
Is Berner + Straller a public or private company?
Berner + Straller is a private company. It is classified as family owned and is currently operating.
When was Berner + Straller founded?
Berner + Straller was founded in 1900. It employs 11 to 50 people.
Where is Berner + Straller based?
Berner + Straller is headquartered in Nuremberg, Germany, in the Europe region.
How does Berner + Straller make money?
Five revenue lines are on record. Product Sales - Normalien/Standard Parts are the primary driver. The others are product Sales - Machinery and Tools, Kühlschmierstoffe (Coolant/Lubricant) Sales, services - Entmagnetizing, Strahlen, Maintenance and training and Consulting.
Who are Berner + Straller's main competitors?
Broad incumbents on record are Rubix, MISUMI Europa GmbH, Hoffmann Group and Würth Industrie Service GmbH & Co. KG. norelem Normelemente GmbH & Co. KG is listed as an others. Direct peers are KNUTH Werkzeugmaschinen GmbH, Meusburger Georg GmbH & Co KG, Stürmer Maschinen GmbH, Hahn+Kolb Werkzeuge GmbH and VOLZ Werkzeugmaschinen GmbH & Co. KG.
Does Berner + Straller have an API?
No public API is recorded for Berner + Straller.