What etree GmbH does

etree GmbH is a B2B IT distribution company headquartered in Cologne, Germany, founded in 2010 with a workforce of 11-50 employees. The company operates an e-commerce platform through which it sells IT hardware — including networking equipment, PCs, peripherals, printers, and smart-home devices — to business customers and public-sector buyers across the DACH region (Germany, Austria, Switzerland). Its catalog spans products from vendors such as Fujitsu (a strategic partner), Fibaro, Teltonika, Logitech, Lenovo, Xerox, HP, Beelink, MikroTik, Ubiquiti, Zyxel, Conceptronic, ViewSonic, Fanvil, and Barco.

The company's business model is that of a multi-vendor value-added distributor. Revenue is generated through unit-based resale of third-party IT hardware, supplemented by a layer of services aimed at resellers and end customers: dropshipping fulfillment, e-procurement integration for public-sector workflows, marketplace integration for reseller channels, and IT remarketing for end-of-life hardware. The platform is positioned to serve both SMB/business buyers and public-sector tender workflows, with a stated 15-year operating history supporting its channel relationships.

Strategically, etree has pursued incremental expansion rather than scale-driven moves: it has remained bootstrapped with no disclosed funding rounds, extended its catalog into the IoT/smart-home vertical via Fibaro, entered a strategic partnership with Fujitsu, and adopted a sustainability positioning through its partnership with Forest Finance. The company carries no proprietary technology development effort and no disclosed AI/ML capability; its competitive position rests on its multi-vendor catalog breadth, DACH channel access, and value-added service layer rather than on technological differentiation.

Name

etree GmbH

Legal name

etree GmbH

Website

https://etree.de

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

etree GmbH is a Cologne-based B2B IT hardware distributor operating an e-commerce platform that sells multi-vendor computing, networking, and smart-home products to business customers and public-sector buyers across the DACH region.

Ownership category

akta.pro rank

Headquarters

HQ city

Cologne

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. IT Product Distribution: Revenue generated from selling IT hardware and accessories through the etree.de e-commerce platform to business customers. Products include networking equipment, PCs, monitors, printers, peripherals, and components. The company operates as a wholesale distributor purchasing directly from distributors and selling to resellers and end-business customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

etree GmbH is a B2B IT wholesale distributor that sells new and refurbished IT hardware and consumer electronics through the etree.de e-commerce platform, focused on the German market and shipping into Austria and Switzerland. Its assortment spans networking equipment, PCs, laptops, workstations, printers, displays, peripherals, and conference/communication solutions from manufacturers such as HP, Lenovo, Logitech, Teltonika, MikroTik, Ubiquiti, Zyxel, Xerox, Beelink, LevelOne, Equip, ViewSonic, Fanvil, and Barco. The company complements product sales with trade services such as dropshipping, e-procurement, marketplace integration, IT remarketing, and public-sector procurement solutions, plus 24h express shipping.

Product overview

etree GmbH is a B2B IT distribution platform and wholesale company based in Cologne, Germany, serving business customers and public sector organizations. The company offers a comprehensive portfolio of IT hardware and networking products from multiple brand manufacturers including Teltonika (industrial networking/routers), Logitech (peripherals/conferencing), HP and Lenovo (computing), Xerox (printing), Beelink (mini PCs), and networking brands such as MikroTik, Ubiquiti, Zyxel, and LevelOne. Their product range spans PC components, printers and scanners, mini PCs, workstations, network technology, communication/conferencing solutions, and displays. Beyond product sales, etree provides value-added services including dropshipping, e-procurement integration, marketplace connectivity, IT remarketing, and specialized solutions for public sector procurement. The company offers 24-hour express shipping, direct delivery from distributors, and emphasizes 15 years of industry experience in PC and network technology distribution.

Differentiator

Problem solved

Functional benefit

Products and services

• Network Technology Networking infrastructure products including WLAN routers, LTE routers, access points, repeaters, switches, gateways, transceivers, media converters, antennas, firewalls, IP cameras, servers, and NAS systems for business and reseller customers.
• Communication and Conference Solutions Video conferencing systems, headsets, microphones, telephones, and wireless presentation systems (including Barco ClickShare) for business meeting rooms and remote collaboration.
• Workstations High-performance desktop PCs for professional applications including CAD, video editing, and 3D modeling, sold to business customers and resellers.
• Mini PCs and Thin Clients Compact desktop computers and thin-client terminals for space-efficient office and branch computing.
• Displays Monitors and display solutions including interactive displays and digital signage, sourced from brands such as ViewSonic, Lenovo, and HP.
• Printers and Scanners Inkjet printers, laser printers, label printers, scanners, ink and toner supplies (including Xerox Everyday remanufactured toner), and printer accessories for offices.
• PC Components Internal hard drives, network cards, and refurbished hard drives for system builders, IT departments, and resellers.
• Peripherals Monitors, webcams, keyboards, mice, controllers, PC speakers, barcode scanners, and related accessories for office and IT use.
• Dropshipping Service Direct shipment of products from supplier to end customer on behalf of resellers, allowing resellers to sell etree's catalog without maintaining their own inventory.
• E-Procurement Electronic procurement integration for streamlined B2B purchasing processes, connecting business buyers' procurement systems to etree's catalog.
• Marketplace Integration Integration services for connecting etree's product catalog to online marketplaces, enabling resellers to extend reach onto third-party e-commerce marketplaces.
• IT-Remarketing Resale and remarketing services for used IT equipment, supporting businesses in recovering value from decommissioned hardware.
• Public Sector Solutions Specialized procurement service for government agencies, schools, and municipal authorities, supporting compliance with public-procurement requirements and invoicing.

Quantifiable outcome

• 24h express shipping available

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Forest FinanceminorOthersetree GmbH partners with Forest Finance for environmental sustainability initiatives, supporting climate, animals, and forests through their 'Think clean. Think green' program. This partnership demonstrates the company's commitment to environmental responsibility.
• FujitsucoreStrategic or Co-development Partneretree GmbH announced a strategic partnership with Fujitsu to expand B2B product offerings. This collaboration enables etree to offer Fujitsu enterprise IT products to their business customer base in Germany.
• FibarominorStrategic or Co-development Partneretree GmbH announced a strategic partnership with Fibaro for expanding smart home solutions for B2B customers, particularly targeting smart building and automation applications.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• TD SYNNEX: Global IT distributor serving resellers, retailers, and integrators across multiple continents. Directly comparable business model to etree but with broader vendor coverage, advanced services, and far larger scale.
• Arrow Electronics: Global broadline IT and electronic components distributor with enterprise and channel programs. Comparable supply-chain, multi-vendor model, though Arrow skews higher up the value chain (enterprise, components) than etree's SMB/mid-market B2B focus.
• Ingram Micro: World's largest IT wholesale distributor with deep multi-vendor IT/CE coverage and global logistics. Overlaps with etree on virtually every product line and customer segment, but at vastly larger scale and breadth.

Direct peers

• ALSO Group: Switzerland-headquartered IT wholesale distributor serving DACH and broader European markets with multi-vendor hardware, networking, and value-added services. Directly comparable to etree as a B2B IT distributor with similar vendor portfolio and channel structure, but operating at much larger scale.
• Wortmann AG: German IT manufacturer (Terratec) and wholesale/retail distributor of PCs, servers, and IT hardware. Closely comparable to etree as a German-rooted IT wholesaler with similar product mix and B2B focus.
• Bechtle AG: Germany-based IT systems vendor and one of Europe's largest B2B IT providers, combining distribution, system integration, and managed services. Operates in the same DACH B2B IT procurement market as etree with overlapping vendor relationships and public-sector exposure.
• Jacob Elektronik: German IT and CE distributor with a comparable multi-vendor B2B catalog spanning components, networking, peripherals, and consumer electronics. Directly comparable product breadth and DACH customer base.
• Reichelt Elektronik: German electronics distributor (online-first, B2B and prosumer) with broad catalogs in components, networking, peripherals, and IT hardware. Comparable in product breadth and DACH focus, though more retail/prosumer skew than etree's B2B exclusivity.
• RS Components (RS-Deliver): Global multi-channel distributor of electronic and industrial components with a strong DACH presence serving B2B engineers and IT buyers. Comparable as a multi-vendor IT/electronics distributor with same-day shipping and B2B catalog model.

Regional players

• Mindfactory AG: German IT online retailer/distributor serving PC enthusiasts, SMBs, and resellers with components and peripherals. Comparable Germany-centric IT distribution focus, but more end-consumer/retail skew than etree's B2B-only positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/etree-gmbh

Compliance1 record

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 etree GmbH