ETRA

Name

ETRA

Legal name

Etra Oy

Website

https://etra.fi

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Etra Oy is a Finnish B2B industrial supply company operating 40+ Megacenter stores and an e-commerce platform, serving manufacturing, construction, mining, and professional trades with 25+ product categories and value-added services.

Ownership category

akta.pro rank

Product category

Industrial Supply Distribution

NAICS

All Other Industrial Machinery Manufacturing (333248)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Durable Goods, Nec (5099)

akta.pro primary industry

Automotive, Tools & Industrial Supplies (B2B) (CRAEAEAH)

Keywords

• Industrial supply distribution
• MRO products
• Industrial tools
• Workplace safety equipment
• Value-added industrial services

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices48 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Wholesale/Retail): Sales of industrial products including tools, safety equipment, fasteners, hydraulics, bearings, and technical materials through physical Megacenter stores and e-commerce platform to B2B customers.
2. E-commerce Platform: Online sales channel for registered business customers with access to contract pricing, order history, and account management features.
3. Value-Added Services: Additional revenue from services including custom cutting, assembly, installation, maintenance, and quality assurance services.
4. 24/7 Emergency Service Fees: Premium service fees for round-the-clock emergency deliveries, with service fees ranging from 40-150 EUR plus freight costs depending on time of delivery.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

ETRA is Finland's leading technical trading specialist, operating as a B2B industrial supply and distribution company. It sells a comprehensive range of industrial products across 25+ categories—including safety equipment, hand and power tools, fasteners, hydraulics, bearings, pneumatics, chemicals, and engineering plastics—through 40+ physical Megacenter stores across Finland plus a B2B e-commerce platform. It complements product sales with value-added services such as custom cutting, assembly, installation, 24/7 emergency delivery, on-site storage solutions, quality assurance, and in-house manufacturing of screws, plastics, and water-jet-cut components.

Product overview

ETRA is a Finnish B2B e-commerce platform and industrial supply company offering a comprehensive portfolio of industrial products and services. The platform operates as a multi-brand distribution channel with in-house manufacturing capabilities. The product portfolio spans 25+ product categories including occupational safety products, hand tools, welding equipment, grinding accessories, electric tools, compressed air tools, machines, fasteners, hydraulics, bearings, hoses and fittings, pneumatics, chemicals, transmission components, technical rubbers, engineering plastics, seals, and industrial tapes. ETRA also offers value-added services including custom cutting services (plastic, rubber, threaded rods, roller chains, timing belts), hose assemblies, workwear printing, machine guarding, on-site storage solutions, chemical management portal, 24/7 emergency service, installation services, quality assurance, reporting, and training. The company maintains in-house manufacturing for screws/fasteners, engineering plastics, and water jet cutting. The digital platform provides e-commerce capabilities with customer accounts, order tracking, and reporting features. ETRA serves B2B customers through 40+ Megacenter store locations across Finland with a central logistics center.

Differentiator

Problem solved

Functional benefit

Products and services

• Occupational Safety Products (Työturvallisuustuotteet) Personal protective equipment including safety footwear, head protection, hearing protection, respiratory protection, workwear, and fall protection equipment for industrial and construction professionals.
• Hand Tools (Käsityökalut) High-quality hand tools for industrial applications including drill bits, cutting tools, wrenches, sockets, torque tools, screwdrivers, pliers, hammers, and tool kits.
• Electric Tools and Accessories (Sähkötyökalut ja -tarvikkeet) Electric tools for industry, construction, and maintenance including cordless tools, drill machines, angle grinders, and battery-powered equipment.
• Welding (Hitsaus) Complete welding range including MIG/MAG welding machines, welding electrodes, protective equipment, welding accessories, and gas welding supplies.
• Fasteners (Kiinnitystarvikkeet) Fastening products including screws, bolts, nuts, and anchors for industrial applications.
• Hydraulics (Hydrauliikka) Hydraulic components and systems for industrial machinery.
• Bearings (Laakerointi) Bearing solutions for various industrial applications.
• Hoses and Fittings (Letkut ja liittimet) Industrial hoses and fittings for fluid transfer applications.
• Pneumatics (Pneumatiikka) Pneumatic components and systems for industrial automation.
• Chemicals (Kemikaalit) Industrial chemicals including adhesives, sealants, and maintenance products.
• Engineering Plastics (Tekniset muovit) Engineering plastic materials and products for industrial applications.
• Technical Rubbers, Mats and Insulation (Tekniset kumit, matot ja eristeet) Technical rubber products, mats, and insulation materials for industrial use.
• Transmission and Conveyor Components (Voimansiirto ja kuljetinkomponentit) Power transmission and conveyor components including belts, chains, gears, and motors.
• Seals (Tiivisteet) Sealing solutions including machine seals, equipment seals, and process seals.
• Screw Production (Ruuvituotanto) In-house screw and fastener manufacturing for customized industrial applications.
• Plastic Production (Muovituotanto) In-house plastic production for engineering and custom plastic components.
• Water Cutting Service (Vesileikkaus) Water jet cutting service for precise material processing.
• Etra 24/7 Emergency Service (Etra 24/7 Päivystyspalvelu) Round-the-clock emergency service for urgent industrial product deliveries, with express delivery within one hour for central warehouse products.
• On-site Service Solutions (Palveluvarastoratkaisut) On-site storage solutions with automated dispensing cabinets deployed at customer locations.
• Chemical Management Portal (Kemikaaliportaali) Digital chemical management system for tracking and managing industrial chemicals and compliance requirements.
• Installation Service (Asennuspalvelu) Professional installation services for industrial equipment, furniture, and material handling systems.
• Hose Assemblies (Letkuasennelmat) Custom hose assembly service for industrial fluid transfer applications.
• Digital Services (Digitaaliset palvelut) Digital services including e-commerce platform, online ordering, customer account management, and reporting.

Quantifiable outcome

• Daily deliveries from logistics center to all Megacenter locations
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

21 partnerships are on record, tiered core, flagship and minor.

• MakitacoreOthersRepresented brand partner selling power tools, garden equipment, and accessories through Etra stores and e-commerce platform.
• Jalas (Ejendals)coreOthersRepresented brand partner specializing in safety footwear and occupational footwear solutions.
• 3McoreOthersRepresented brand partner offering personal safety products, abrasives, and industrial supplies.
• SKFcoreOthersRepresented brand partner specializing in bearings, seals, lubrication systems, and mechatronics.
• CederrothcoreOthersRepresented brand partner providing first aid products, wound care, and safety solutions.
• Loctite (Henkel)coreOthersRepresented brand partner offering industrial adhesives, sealants, and surface treatments.
• MilwaukeecoreOthersRepresented brand partner selling professional power tools, hand tools, and accessories for industrial use.
• BlåklädercoreOthersRepresented brand partner specializing in workwear and professional clothing.
• EJOTcoreOthersRepresented brand partner offering fastening solutions, fasteners, and assembly systems.
• SievicoreOthersRepresented Finnish brand partner specializing in safety footwear.
• BahcocoreOthersRepresented brand partner offering hand tools, power tools, and storage solutions.
• DIMEXcoreOthersRepresented brand partner specializing in workwear and safety clothing.
• Etola-yhtiöt (Etola Group)flagshipStrategic or Co-development PartnerParent company and group structure. Etola Group includes multiple companies including Nestepaine, Tiivistekeskus, Tiivistetekniikka, Okartek, Euro-Kumi, Euro-Hydro, Hydroll, and Foiltek. Group employs 1750 people with heritage dating to 1932.
• NestepainecoreStrategic or Co-development PartnerPart of Etola Group, specialized in liquid pressure technology and solutions.
• TiivistekeskuscoreStrategic or Co-development PartnerPart of Etola Group, specialized in sealing solutions and technology.
• TiivistetekniikkacoreStrategic or Co-development PartnerPart of Etola Group, providing sealing engineering services.
• OkartekminorStrategic or Co-development PartnerPart of Etola Group, specialized technology company.
• Euro-KumicoreStrategic or Co-development PartnerPart of Etola Group, specializing in rubber products and solutions.
• Euro-HydrocoreStrategic or Co-development PartnerPart of Etola Group, specialized in hydraulic solutions.
• HydrollcoreStrategic or Co-development PartnerPart of Etola Group, providing hydraulic systems and solutions.
• FoiltekminorStrategic or Co-development PartnerPart of Etola Group, specialized foil technology company.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Rexel: Global electrical products distributor serving industrial, commercial, and residential markets with significant Nordic presence. Comparable as a multi-category industrial B2B distributor, though specialized in electrical products rather than ETRA's broader industrial MRO range.
• Grainger: Largest industrial MRO distributor globally with extensive product range across maintenance, repair, and operating supplies. Comparable as a multi-category industrial B2B distributor with strong e-commerce and account-based model, though operating at vastly greater international scale than ETRA.
• MSC Industrial: Major North American metalworking and MRO distributor serving industrial customers with broad product range including cutting tools, fasteners, and safety supplies. Comparable as a multi-category industrial B2B distributor with strong digital platform, though operating in different geographic markets.
• Würth: Global market leader in industrial fasteners, tools, and MRO supplies with significant Finnish operations. Würth operates a similar multi-category distribution model with technical sales representatives and broad product range, but at vastly greater international scale and with deeper direct-sales force.

Emerging players

• Toolstation: Multi-channel tool and hardware supplier serving tradespeople and small businesses across Europe. Comparable in product range (tools, fasteners, safety) and B2B trade customer focus, though operating a smaller-store, lower-touch model without ETRA's specialized industrial technical sales support.

Regional players

• Solar A/S: Danish-headquartered technical wholesaler with strong Nordic presence serving electrical, plumbing, climate/energy, and industrial customers. Comparable as a Nordic multi-category B2B technical distributor though with a different geographic anchor and somewhat narrower category focus.
• Saint-Gobain Distribution Finland: Finnish operation of Saint-Gobain's distribution arm serving construction and industrial customers with building materials, tools, and technical products. Comparable as a Finnish B2B industrial/construction supplier, though with a stronger construction and building materials focus versus ETRA's broader MRO range.

Direct peers

• Ahlsell: Leading Nordic technical distribution company providing products and services to professional installers, contractors, and industrial customers across Sweden, Norway, Finland, and the Baltics. Closest direct peer given Nordic focus, B2B technical distribution model, multi-category industrial range, and overlapping customer segments including industrial and construction.
• Cromwell Tools: UK-based industrial supplies distributor offering tools, cutting tools, fasteners, and PPE to B2B customers. Comparable as a multi-category industrial B2B distributor with similar product range across hand tools, power tools, fasteners, and safety equipment, though focused on UK/Ireland markets.
• Onninen (Dahl Sverige/Finland): Nordic technical wholesaler specializing in HVAC, plumbing, electrical, and industrial supplies with operations in Finland. Direct competitor in the Finnish industrial MRO market with similar B2B account-based model and broad product range across industrial categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@etraoy4146
• Facebookfacebook.com/Etra-Oy-141598193227674
• LinkedInlinkedin.com/company/etra-oy
• Instagraminstagram.com/etraoy

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries8 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 ETRA