Berner + Straller

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.

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

Headquarters

HQ city

Nuremberg

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. Kühlschmierstoffe (Coolant/Lubricant) Sales: Sale of cooling lubricants and cutting fluids for machining operations, including products from Blaser Swisslube and other manufacturers.
4. Services - Entmagnetizing, Strahlen, Maintenance: Professional services including demagnetization, shot blasting (Lohnstrahlen), surface technology, dry ice cleaning, service and maintenance, and fluid management.
5. 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

Core 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)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

39 partnerships are on record, tiered core and minor.

• NorelemcoreChannel Partner/ Reseller/ DistributorLeading 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 SwisslubecoreChannel Partner/ Reseller/ DistributorDistributor of Blaser Swisslube cooling lubricants and cutting fluids for machining applications.
• LiquidtoolcoreChannel Partner/ Reseller/ DistributorPartnership for automated coolant management solutions including the Liquidtool Smart Colant Automation system with 90-day free trial offer.
• MANURHIN KMXcoreChannel Partner/ Reseller/ DistributorDistributor of MANURHIN KMX turning machines for various applications including precision turning.
• MAKINOcoreChannel Partner/ Reseller/ DistributorDistributor of MAKINO machining centers including 5-axis machines, high-speed cutting (HSC), and graphite milling equipment.
• STUDERcoreChannel Partner/ Reseller/ DistributorDistributor of STUDER grinding machines for precision cylindrical grinding applications.
• BlohmcoreChannel Partner/ Reseller/ DistributorDistributor of Blohm grinding machines for surface and profile grinding.
• AgathoncoreChannel Partner/ Reseller/ DistributorDistributor of Agathon precision components and machining solutions for tool and mold making.
• IepcocoreChannel Partner/ Reseller/ DistributorDistributor of IEPCO shot blasting equipment and systems for industrial surface treatment.
• AIM3DcoreChannel Partner/ Reseller/ DistributorDistributor of AIM3D additive manufacturing (3D printing) solutions.
• Maurer Magnetic AGcoreChannel Partner/ Reseller/ DistributorDistributor of Maurer Magnetic magnetic clamping and workholding technology.
• Wenger AGcoreChannel Partner/ Reseller/ DistributorDistributor of Wenger AG machining solutions.
• EcocleancoreChannel Partner/ Reseller/ DistributorDistributor of Ecoclean industrial component cleaning systems.
• MägerlecoreChannel Partner/ Reseller/ DistributorDistributor of Mägerle grinding machines.
• KAPP NilescoreChannel Partner/ Reseller/ DistributorDistributor of KAPP Niles gear grinding and profile grinding machines.
• FAMARcoreChannel Partner/ Reseller/ DistributorDistributor of FAMAR precision turning machines.
• Bimatec SoralucecoreChannel Partner/ Reseller/ DistributorDistributor of Bimatec Soraluce manufacturing solutions including milling and turning machines.
• 3MminorChannel Partner/ Reseller/ DistributorDistributor of 3M industrial products including abrasives and safety equipment.
• Stadler KepplercoreChannel Partner/ Reseller/ DistributorDistributor of Stadler Keppler planing machines (Bettfräsmaschinen).
• GSW Schwabe AGminorChannel Partner/ Reseller/ DistributorBrand partner for industrial tools and components.
• Moore ToolsminorChannel Partner/ Reseller/ DistributorBrand partner for precision tools.
• CoolmasterminorChannel Partner/ Reseller/ DistributorBrand partner for cooling solutions.
• TschudincoreChannel Partner/ Reseller/ DistributorDistributor of Tschudin grinding machines for cylindrical grinding applications.
• DadcominorChannel Partner/ Reseller/ DistributorBrand partner for die components and springs.
• SWT GüthleminorChannel Partner/ Reseller/ DistributorBrand partner for machining tools.
• JungminorChannel Partner/ Reseller/ DistributorBrand partner for machine tools.
• RöhmeldminorChannel Partner/ Reseller/ DistributorBrand partner for workholding and clamping technology.
• Friess GmbHminorChannel Partner/ Reseller/ DistributorBrand partner for filtration and separation technology.
• HammaminorChannel Partner/ Reseller/ DistributorBrand partner for industrial components.
• Diamant WeberminorChannel Partner/ Reseller/ DistributorBrand partner for diamond tools.
• IHG Spann und AnwendungstechnikminorChannel Partner/ Reseller/ DistributorBrand partner for clamping technology.
• AlzmetallcoreChannel Partner/ Reseller/ DistributorDistributor of Alzmetall machine tools including multi-spindle drilling and milling machines.
• KnollminorChannel Partner/ Reseller/ DistributorBrand partner for conveying and pumping systems.
• Stockmeier ChemieminorChannel Partner/ Reseller/ DistributorBrand partner for industrial chemicals including coolants.
• UT-TecminorChannel Partner/ Reseller/ DistributorBrand partner for ultrasonic technology.
• MST CorporationminorChannel Partner/ Reseller/ DistributorBrand partner for measurement and testing technology.
• KoegelminorChannel Partner/ Reseller/ DistributorBrand partner for special machines.
• MAEminorChannel Partner/ Reseller/ DistributorBrand partner for industrial automation components.
• IndusaminorChannel Partner/ Reseller/ DistributorBrand partner for industrial tools.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad 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

• Facebookfacebook.com/bernerstraller
• LinkedInlinkedin.com/company/berner-straller

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 Berner + Straller