Diagonal

What Diagonal does

Diagonal GmbH & Co. KG is a German B2B laboratory supplies distributor (Laborfachhandel) headquartered in Münster at Havixbecker Straße 62, operating as a family-owned, owner-managed Mittelstand enterprise. The company traces its heritage to the 1868-founded Waldeck Laborfachhandel, with the laboratory trading business spun off as an independent entity under the current name in 1989. Managing Directors Wilhelm Wahlig (also a shareholder via Diagonal Verwaltungs GmbH) and Marc Diederich lead the business, which is registered as a GmbH & Co. KG (HRA 4216, Amtsgericht Münster; VAT ID DE 126046775) with no parent or subsidiary entities and no disclosed institutional or private equity ownership.

The company sells laboratory consumables, chemicals, and equipment across four primary use-case verticals: research laboratories, industrial companies, hospitals, and medical practices. The product range spans containers, biotechnology, chemistry, diagnostics, hospital supplies, glassware, lab equipment, measurement technology, optical instruments, sample preparation, pumps, stirring/shaking equipment, separation technology, safety/cleaning/hygiene products, specialty analytics, volumetry, and temperature control devices. Diagonal distributes products from 35+ premium manufacturers including Carl Zeiss, Eppendorf, Mettler Toledo, Merck Life Science, Roche Diagnostics, Sartorius, Thermo Scientific, Becton Dickinson, Macherey-Nagel, DWK Life Sciences (Duran/Wheaton), and Heidolph Instruments. The technology backbone is an integrated e-commerce storefront (shop.diagonal.de) built on Synoa GmbH's Konekti platform, synchronized with the proALPHA ERP system for orders, inventory, and customer data; the shop uses Algolia for search and Matomo for locally hosted analytics with IP anonymization.

Revenue is generated through one-time sales of laboratory supplies under a unit-pricing model with net prices plus VAT and shipping, accessible only to registered business customers (§ 14 BGB). The go-to-market is multi-channel: an e-commerce online shop, territory-based field sales (Außendienst) covering regions including Schleswig-Holstein/Hamburg and Nord-Ost, inside sales (Innendienst) for quote and order processing, trade fair presence at regional Lab-Supply events, and email newsletters. Quality management is certified to DIN EN ISO 9001:2015 (held since 1996) and DIN EN ISO 13485:2021, enabling IVD-compliant supply to clinical buyers. Complementary services include pipette calibration and maintenance (Pipettenservice) and cartridge regeneration (Patronenregeneration). The company operates exclusively within Germany with no disclosed international footprint.

Name

Diagonal

Legal name

Diagonal GmbH & Co. KG

Website

https://diagonal.de

Company type

Private

Founded year

1868

Operating status

Operating

Headcount range

11–50 employees

Short description

Diagonal GmbH & Co. KG is a family-owned German B2B laboratory supplies distributor headquartered in Münster, selling consumables, chemicals, and equipment from 35+ premium brands to research, industrial, hospital, and medical-practice customers across Germany via e-commerce, field sales, and inside sales.

Ownership category

akta.pro rank

Product category

Laboratory Supplies Distribution

NAICS

Other Chemical and Allied Products Merchant Wholesalers (42469), Industrial Machinery and Equipment Merchant Wholesalers (423830)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Laboratory Consumables & Plasticware (Tips, Tubes, Plates, Filters) (HLAGAIAH)

akta.pro secondary industries

Medical, Dental & Lab Supply Marketplaces (CRAFAHAG), Lab Furniture, Facilities & Utilities (Benches, Casework, Gas/Water Systems) (HLAGAIAM)

Keywords

• Laboratory supplies distribution
• Lab equipment wholesale
• Laboratory consumables
• Medical device distribution
• Lab chemicals supply

Headquarters

HQ city

Münster

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

Revenue model

1. Laboratory Supplies Sales: Sale of laboratory consumables, chemicals, and equipment to research, industrial, hospital, and medical practice customers. Products include containers, biotechnology supplies, chemistry products, diagnostics, hospital supplies, glassware, lab equipment, measuring technology, optical instruments, sample preparation, pumps, stirring/shaking equipment, separation technology, safety/cleaning/hygiene products, special analytics, volumetry, and temperature control devices.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Diagonal GmbH & Co. KG is a German B2B laboratory supplies distributor selling laboratory consumables, chemicals, and equipment to registered business customers across research, industrial, hospital, and medical practice sectors. The offering is delivered through a dedicated e-commerce shop (shop.diagonal.de) plus field and inside sales, and is supplemented by services such as pipette calibration, cartridge regeneration, and custom-formulated chemical solutions. Product lines span containers, biotechnology supplies, chemistry/diagnostics, hospital supplies, glassware, lab equipment, measuring and optical technology, sample preparation, pumps, stirring/shaking equipment, separation technology, safety/cleaning/hygiene products, volumetry, and temperature control devices.

Product overview

Diagonal is a laboratory supplies distributor (Laborfachhandel) offering a comprehensive portfolio of laboratory equipment, consumables, chemicals, and specialized instrumentation. The product range includes spectrophotometers (NANOCOLOR Advance), analytical balances (Waage XRP205), stirring and weighing devices (Rührwaage LS-2200C), incubators (Brutschrank IN260mplus), magnetic stirrers (Hei-PLATE series), peristaltic pumps, ATP measurement devices, and chemical solutions. Beyond product sales, Diagonal provides complementary services including pipette calibration and maintenance, cartridge regeneration, and custom-formulated solutions. The company serves research, industry, hospital, and medical practice sectors across Germany.

Differentiator

Problem solved

Functional benefit

Products and services

• NANOCOLOR Advance Spectrophotometer

Quantifiable outcome

• Quality management certified since 1996

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

28 partnerships are on record, tiered core.

• Carl ZeisscoreTechnology or IntegrationZeiss is a key brand partner supplying optical and measuring technology products including microscopes and spectral photometers.
• EppendorfcoreTechnology or IntegrationEppendorf provides laboratory equipment including pipettes and consumables.
• Mettler ToledocoreTechnology or IntegrationMettler Toledo supplies precision weighing equipment and analytical instruments.
• Merck Life SciencecoreTechnology or IntegrationMerck supplies chemicals and life science products including NANOCOLOR spectrophotometer reagents.
• Brand (B Braun)coreTechnology or IntegrationBrand supplies liquid handling equipment, dispensers, and laboratory consumables.
• Heidolph InstrumentscoreTechnology or IntegrationHeidolph supplies magnetic stirrers and other laboratory equipment including the Hei-PLATE series.
• MemmertcoreTechnology or IntegrationMemmert provides incubators and climate chambers including the IN260mplus series.
• MielecoreTechnology or IntegrationMiele supplies laboratory cleaning and sterilization equipment.
• Roche DiagnosticscoreTechnology or IntegrationRoche supplies diagnostic products and solutions.
• Waldeck (Chroma)coreTechnology or IntegrationWaldeck provides Chroma dye solutions and fixative solutions with IVD compliance.
• Philipp KirschcoreTechnology or IntegrationKirsch supplies laboratory refrigerators and freezers.
• Macherey-NagelcoreTechnology or IntegrationMacherey-Nagel provides chromatography and filtration products.
• SartoriuscoreTechnology or IntegrationSartorius supplies bioprocess and laboratory equipment.
• Thermo ScientificcoreTechnology or IntegrationThermo Scientific provides laboratory equipment and consumables.
• Greiner Bio-OnecoreTechnology or IntegrationGreiner Bio-One supplies cell culture and analytical products.
• Becton Dickinson (BD)coreTechnology or IntegrationBD provides medical supplies and diagnostic equipment.
• Paul HartmanncoreTechnology or IntegrationHartmann supplies medical and hospital supplies.
• TestocoreTechnology or IntegrationTesto provides measuring instruments for temperature, humidity, and other parameters.
• Ohaus EuropecoreTechnology or IntegrationOhaus supplies precision balances and scales.
• AppliChem (PanReac)coreTechnology or IntegrationAppliChem supplies laboratory chemicals and reagents.
• Sigma-Aldrich (MilliporeSigma)coreTechnology or IntegrationSigma-Aldrich supplies specialty chemicals and research chemicals.
• DWK Life SciencescoreTechnology or IntegrationDWK supplies glass and plastic laboratory ware under Duran and Wheaton brands.
• SysteccoreTechnology or IntegrationSystec supplies laboratory sterilizers and incubators.
• Chroma GlobecoreTechnology or IntegrationChroma Globe supplies dye solutions for laboratory applications.
• Elga VeoliacoreTechnology or IntegrationElga Veolia provides water purification systems.
• AvantorcoreTechnology or IntegrationAvantor supplies laboratory chemicals, equipment and supplies.
• Xylem Analytics (WTW)coreTechnology or IntegrationXylem/WTW provides analytical instruments including pH meters and electrodes.
• Dr. Weigert (neodisher)coreTechnology or IntegrationDr. Weigert supplies cleaning and disinfection products under the neodisher brand.

Scale indicators3 records

Recent moves7 records

Expansion highlights3 records

Broad incumbents

• VWR International (Avantor):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Diagonal