MW PARTS
MW PARTS (MW Parts GmbH) is a German B2B e-commerce company that supplies replacement parts, consumables, and workshop supplies for agricultural machinery to professional, in-house, and private workshops across the DACH region via a 24/7 online shop, mobile app, and 5-million-item catalog backed by 100,000-part warehouse stock and 24-hour delivery.
- Company typePrivate
- Founded1899
- HeadquartersOyten, Germany
- Headcount51–100
- GTM typeB2B
- OfferingServices
What MW PARTS does
MW PARTS (legal entity: MW Parts GmbH) is a German B2B e-commerce distributor of replacement parts, consumables, and workshop supplies for agricultural machinery, headquartered in Oyten near Bremen. Operating under the DBA also written "MW Parts," the company traces its origin to Mager & Wedemeyer, an agricultural machinery dealer established in 1899 whose 125+ years of technical application knowledge informs present-day parts selection, OEM-compatibility claims, and customer consultation. The customer base spans three workshop tiers — professional workshops (Profiwerkstätten), in-house company workshops (Betriebswerkstätten), and private workshops (Privatwerkstätten) — all requiring maintenance, repair, and overhaul support for tractors and farm equipment.
The technology platform is a direct e-commerce storefront anchored on a website with 24/7 ordering, a mobile app, and the proprietary "Ersatzteilfinder" smart spare parts finder supporting model-based search, article-number lookup, and barcode scanning for product identification. The catalog spans 140 product categories and 5 million items, of which approximately 100,000 parts are held in warehouse stock with 24-hour fulfillment capability, while the broader catalog ships in 2-3 days. Authorized distribution relationships cover Case IH, New Holland, JCB, Kverneland, Fendt, John Deere, Massey Ferguson, Deutz-Fahr, Pöttinger, Carraro, and Trioliet, alongside the proprietary AGRICELL Performance battery line and AGRILUBE Performance lubricant line (covering UTTO, STOU, and SHPD oils plus greases). Order fulfillment is executed through multiple logistics partners (DHL, Night Star Express, Hellmann Worldwide Logistics, FedEx Express), with overnight shipping offered for orders placed by 6pm.
The business model is purely transactional: revenue is earned on per-order parts and supplies sales priced individually by brand and category, with pay-as-you-go billing, invoice-payment option, and sale-price promotions tied to in-stock inventory. Distribution is direct-to-customer (B2B/B2B-small) without intermediating dealers. Operating geography is concentrated in the DACH region, with Germany disclosed as the primary market and no global footprint claimed. The company is family-owned and self-funded (no parent entity or venture-capital backing disclosed), with a stated headcount of 34 within a 51-100 band, an inside-sales team covering Monday-Friday 8am-6pm phone support, and a customer-acquisition strategy combining organic social (Facebook, Instagram, LinkedIn, XING), email/newsletter, WhatsApp, and printed/digital catalogs (ELORA Werkzeugkatalog).
MW PARTS firmographics
Firmographics- Name
- MW PARTS
- Legal name
- MW Parts GmbH
- Website
- https://mwparts.com
- Company type
- Private
- Founded year
- 1899
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- MW PARTS (MW Parts GmbH) is a German B2B e-commerce company that supplies replacement parts, consumables, and workshop supplies for agricultural machinery to professional, in-house, and private workshops across the DACH region via a 24/7 online shop, mobile app, and 5-million-item catalog backed by 100,000-part warehouse stock and 24-hour delivery.
- Ownership category
- akta.pro rank
MW PARTS industry classification
Industry- Product category
- Agricultural Machinery Spare Parts Distribution
- NAICS
- Industrial Supplies Merchant Wholesalers (423840)
- SIC
- Wholesale-Industrial Machinery & Equipment (5084), Wholesale-Machinery, Equipment & Supplies (5080)
- akta.pro primary industry
- Business-to-Business Warehouse Clubs (Cash & Carry) (CRAEADAC)
- akta.pro secondary industry
- Construction, Hardware & MRO Supply Clubs (Trades/Contractors) (CRAEAEAG)
Keywords
Where MW PARTS is headquartered
LocationHeadquarters
- HQ city
- Oyten
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
MW PARTS business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Spare Parts Sales: Sale of replacement parts for agricultural machinery including original parts and OEM-quality alternatives. Products include filters, lubricants, workshop chemicals, tools, and workshop equipment. Revenue is generated through per-transaction sales with pricing based on individual product categories.
- Workshop Supplies: Sale of consumables, operating supplies, and workshop equipment including tool catalogs (ELORA Werkzeugkatalog) and workshop organization products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing based on brand and category |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
MW PARTS product offering
Product offeringCore offering
MW PARTS operates a B2B-focused e-commerce platform distributing replacement parts, lubricants, batteries, tools, and workshop consumables for agricultural machinery. The company sells both its own brands (AGRILUBE Performance lubricants, AGRICELL Performance batteries, MW PARTS-branded parts) and authorized third-party brands (Case IH, JCB, Kverneland, Fendt, John Deere, Massey Ferguson, Deutz-Fahr, ELORA tools) through a 24/7 online shop and mobile app, with 100,000 parts in warehouse stock for next-day delivery.
Product overview
MW PARTS operates a B2B e-commerce platform serving agricultural machinery workshops with over 5 million parts and consumables. The offering comprises the MW PARTS own brand of replacement parts, the AGRILUBE Performance proprietary lubricant line, and AGRICELL Performance batteries, alongside an extensive third-party product catalog including filters (air, cabin, oil, hydraulic, AdBlue), climate control components, cooling system parts, workshop equipment and tool carts, and general workshop consumables. The company positions itself as an alternative to original equipment manufacturer parts, offering original quality at competitive prices.
Differentiator
Problem solved
Functional benefit
Brands
- AGRILUBE® Performance: Own brand of lubricants including hydraulic oils, transmission oils, engine oils, and greases for agricultural machinery
- AGRICELL® Performance
Products and services
- MW PARTS Own Brand Replacement Parts Proprietary line of replacement parts and workshop equipment for agricultural machinery, including grease guns, filters, and tool carts. Sold through the MW PARTS online shop.
- Filters Comprehensive range of filters including air filters, cabin filters, oil filters, hydraulic filters, fuel filters, AdBlue filters, and climate control filters for agricultural machinery.
- AGRILUBE Performance Lubricants MW PARTS' proprietary lubricant brand including hydraulic oils, transmission oils, engine oils, and greases (UTTO, STOU, SHPD oils) for agricultural machinery.
- AGRICELL Performance Batteries MW PARTS' proprietary battery brand for agricultural vehicles and equipment, offering starter batteries and power solutions.
- Climate Control Products Air conditioning components including compressors, condensers, expansion valves, pressure switches, and dryer cartridges for agricultural vehicles and machinery.
- Workshop Equipment and Tool Carts Workshop organization equipment including tool carts, tool module sets, and workshop chemistry products under the MW PARTS brand.
- Cooling System Components Water radiators and oil coolers for various agricultural machinery brands including Fendt, John Deere, Massey Ferguson, and Case IH.
- Workshop Consumables Operational supplies including fuel canisters, cleaning products, and workshop chemicals.
- ELORA Tool Catalog Multi-volume tool catalog featuring professional hand tools for workshop use, available in five parts covering screwdrivers, wrenches, power tools, pliers, and automotive tools, distributed in partnership with ELORA.
Quantifiable outcome
- 24-hour delivery for warehouse stock items
- +3 more outcomes
Companies that use MW PARTS
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
MW PARTS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
MW PARTS partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core.
- ELORAcoreELORA is a tool brand whose products (Werkzeugkatalog) are distributed through MW PARTS. The partnership provides customers with comprehensive tool catalogs (Parts 1-5) covering screwdrivers, wrenches, power tools, pliers, and automotive tools.
- HünersdorffcoreHünersdorff provides fuel canisters and containers that are sold through MW PARTS online shop as workshop supplies.
- LechlercoreLechler provides nozzles and spray equipment, including multi-jet nozzle holders, sold through MW PARTS product catalog.
- TccicoreTcci provides climate control components including expansion valves for air conditioning systems in agricultural machinery.
- AGRILUBE PerformancecoreAGRILUBE Performance is MW PARTS own brand of lubricants including hydraulic oils, transmission oils, motor oils, and greases. Products include UTTO, STOU, and SHPD oils.
- AGRICELL PerformancecoreAGRICELL Performance is MW PARTS own brand of batteries for agricultural machinery, positioned as a must-have product category.
- CNH Industrial (Case IH, New Holland)coreMW PARTS is an authorized distributor of Case IH and New Holland parts, offering original quality alternatives. Special sale promotions for Case IH products are featured on the website.
- JCBcoreMW PARTS distributes JCB parts and offers special sale promotions for JCB products. The partnership includes JCB oils and workshop supplies.
- KvernelandcoreMW PARTS is an authorized distributor of Kverneland parts with special sale promotions offered on the website.
- FendtcoreMW PARTS provides replacement parts compatible with Fendt agricultural machinery including climate components and filters.
- John DeerecoreMW PARTS provides replacement parts compatible with John Deere agricultural machinery including water radiators and AdBlue filters.
- Massey FergusoncoreMW PARTS provides replacement parts compatible with Massey Ferguson tractors including water radiators and climate components.
- Deutz-FahrcoreMW PARTS provides replacement parts compatible with Deutz-Fahr agricultural machinery including oil coolers and filters.
- PöttingercoreMW PARTS is listed as a top brand partner for Pöttinger agricultural equipment.
- CarrarocoreMW PARTS is listed as a top brand partner for Carraro components.
- TriolietcoreMW PARTS is listed as a top brand partner for Trioliet feed mixing equipment.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
MW PARTS competitors and assessment
Company assessmentDirect peers
- Granit Parts: Granit Parts is a major German B2B agricultural and construction equipment parts specialist, distributed via the Fricke Group's dealer network and online. Directly comparable to MW PARTS in product mix, OEM authorizations, and German B2B e-commerce go-to-market.
- Sparex: Sparex is a UK-based global distributor of replacement parts and accessories for agricultural, construction, and groundcare equipment. Directly comparable to MW PARTS in B2B ag-parts distribution, multi-brand assortment, and e-commerce go-to-market, with broader international reach.
- Fricke Group: Fricke is a German agricultural and construction machinery dealer and service group that owns Granit Parts, with deep roots in agricultural parts distribution and direct workshop relationships. Comparable to MW PARTS in agricultural parts assortment and B2B workshop focus, with greater scale and dealer network.
- Kramp: Kramp is the largest European B2B distributor of agricultural and groundcare parts, headquartered in the Netherlands with pan-European operations and thousands of SKUs. It is the closest direct peer to MW PARTS, operating the same B2B ag-parts e-commerce model with OEM authorizations and multi-channel digital ordering.
- Wessels+Müller: Wessels+Müller is a German agricultural machinery and parts specialist with a B2B parts and accessories focus serving workshops and farms. Comparable to MW PARTS in German ag-parts distribution, multi-brand assortment, and workshop customer base.
- Bohnenkamp: Bohnenkamp is a leading European wholesale distributor of tyres, wheels, and related components for agricultural, commercial vehicle, and earthmoving applications, headquartered in Germany. Comparable to MW PARTS as a B2B parts wholesaler serving agricultural workshops with deep inventory and multi-brand distribution.
Broad incumbents
- BayWa: BayWa is a major Munich-based German conglomerate with operations across agriculture, energy, and construction materials, including agricultural inputs and machinery. Comparable as a broad incumbent in the German agricultural value chain with adjacent parts and service exposure, but not specialized in parts e-commerce.
- AGRAVIS Raiffeisen: AGRAVIS is one of the largest German agricultural cooperatives, providing agricultural inputs, machinery, and animal nutrition to farmers and workshops across northern and central Germany. Comparable as a broad agricultural supplier incumbent, overlapping with MW PARTS in serving the German workshop and farm customer base.
- RWZ (Raiffeisen Waren-Zentrale): RWZ is a major German agricultural cooperative group operating across agricultural inputs, machinery, and energy in western and southern Germany. Comparable as a broad agricultural incumbent in the same DACH market, with workshops and farm customers as a key segment.
Regional players
- Lantmännen: Lantmännen is a Swedish agricultural cooperative and food group with machinery and parts operations across the Nordic region. Comparable as a regional agricultural cooperative with parts distribution for the agricultural customer base, but focused on Nordic rather than DACH geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
MW PARTS social profiles
Digital presenceMW PARTS financial estimates
Financial estimateRevenue estimate
Valuation estimate
MW PARTS leadership team
Management profileNumber of profiles
Profiles2 records
MW PARTS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MW PARTS 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 MW PARTS
What does MW PARTS do?
MW PARTS operates a B2B-focused e-commerce platform distributing replacement parts, lubricants, batteries, tools, and workshop consumables for agricultural machinery. The company sells both its own brands (AGRILUBE Performance lubricants, AGRICELL Performance batteries, MW PARTS-branded parts) and authorized third-party brands (Case IH, JCB, Kverneland, Fendt, John Deere, Massey Ferguson, Deutz-Fahr, ELORA tools) through a 24/7 online shop and mobile app, with 100,000 parts in warehouse stock for next-day delivery.
Is MW PARTS a public or private company?
MW PARTS is a private company. It is classified as family owned and is currently operating.
When was MW PARTS founded?
MW PARTS was founded in 1899. It employs 51 to 100 people.
Where is MW PARTS based?
MW PARTS is headquartered in Oyten, Germany, in the Europe region.
How does MW PARTS make money?
Two revenue lines are on record. Spare Parts Sales are the primary driver. The others are workshop Supplies.
Who are MW PARTS's main competitors?
Direct peers on record are Granit Parts, Sparex, Fricke Group, Kramp, Wessels+Müller and Bohnenkamp. Broad incumbents are BayWa, AGRAVIS Raiffeisen and RWZ (Raiffeisen Waren-Zentrale). Lantmännen is listed as a regional player.
Does MW PARTS have an API?
No public API is recorded for MW PARTS.
What industry is MW PARTS in?
MW PARTS's product category is Agricultural Machinery Spare Parts Distribution. Its primary akta.pro industry code is CRAEADAC, Business-to-Business Warehouse Clubs (Cash & Carry), with a secondary code of CRAEAEAG, Construction, Hardware & MRO Supply Clubs (Trades/Contractors). Its NAICS code is 423840 and its SIC code is 5084.