Seltra Natural Stone Trade

What Seltra Natural Stone Trade does

Seltra Natursteinhandel GmbH, founded in 1998 and headquartered in Nürtingen, Germany, is a privately held B2B trading company that distributes natural stone and outdoor ceramic products to building material dealers (Baustoffhändler), landscape gardeners, and premium end customers across Germany, Austria, Switzerland, and parts of France. The core catalog comprises over 2,000 products spanning 55 stone types in 12 surface finishes, imported directly from more than 30 countries without intermediaries. The company supplements natural stone with proprietary outdoor ceramic sub-brands (EMPEROR®, VIVO!®, DIVA®), branded specialty lines (LIROS® privacy screens, Pool-Shape stainless steel pool edges, KERABLOXX® ceramic-composite slabs, AQUAROXX® pool plates), and a custom manufacturing division (seltra MANUFACTUR) at its Salzgitter branch.

Seltra operates five German locations—Nürtingen (HQ), Salzgitter-Watenstedt (North, 60,000 m² plus manufacturing), Wuppertal (Rhein-Ruhr, 25,000 m²), Löhne-Bischofshagen (West, 8,000 m²), and Göppingen-Faurndau (South, 20,000 m²)—totaling over 120,000 m² of warehouse space, supported by 50 forklift trucks and a 12-person field sales team. Distribution runs through a registered B2B dealer portal with individualized pricing, complemented by catalogs, a YouTube video channel, and digital visualization tools (seltraVision, GRÜNSTUDIO 3D integration) for terrace and garden design planning.

Revenue mechanics are based on one-time wholesale transactions with no subscription or recurring component. The company sources from 30+ countries and serves both high-volume dealer accounts and large project tenders, with documented reference projects including Düsseldorf Airport (~60,000 m²), Stuttgart Airport, Hilton Sochi, Therme Bucharest, the German Embassy in South Korea, and premium German resorts. Seltra is family-owned, with three Managing Directors (Uwe Thumm as founder, Sebastian Simon, Sebastian Steglich) and no disclosed external investors, funding rounds, or public market presence.

Name

Seltra Natural Stone Trade

Legal name

seltra Natursteinhandel GmbH

Website

https://seltra.de

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

51–100 employees

Short description

Seltra Natursteinhandel GmbH is a German B2B distributor of natural stone and branded outdoor ceramics, serving building material dealers across Germany, Austria, and Switzerland from five warehouse hubs totaling 120,000 m².

Ownership category

akta.pro rank

Product category

Natural Stone & Outdoor Ceramic Wholesale

NAICS

Brick, Stone, and Related Construction Material Merchant Wholesalers (42332), Other Building Material Dealers (44418)

SIC

Wholesale-Lumber & Other Construction Materials (5030)

akta.pro primary industry

Decking & Outdoor Structural Materials Retail (Composite, Railings, Posts) (CRAIAEAH)

Keywords

• Natural stone distribution
• Outdoor ceramics wholesale
• Landscaping building materials
• Garden construction supplies
• Stone paving products

Headquarters

HQ city

Nürtingen

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Infrastructure, Personnel, Operations

Revenue model

1. Natural Stone Wholesale: Wholesale distribution of natural stone products including floor tiles, palisades, block steps, wall stones, paving stones, boulders, and garden objects. Products are sold primarily to building material dealers throughout Germany, Austria, and Switzerland.
2. Outdoor Ceramic Products: Distribution of branded outdoor ceramics under EMPEROR, VIVO!, and DIVA brands including terrace tiles, paving stones, and installation accessories.
3. Proprietary Branded Products: Sales of proprietary branded products including LIROS privacy screens, Pool-Shape stainless steel pool edges, and KERABLOXX ceramic composite plates.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Seltra Natursteinhandel GmbH is a German B2B trading company headquartered in Nürtingen that distributes over 2,000 natural stone and outdoor ceramic products to building material dealers across Germany, Austria, and Switzerland. Its portfolio spans natural stone (terrace slabs, paving, palisades, block steps, wall stones, decorative objects) plus proprietary branded outdoor ceramic lines (EMPEROR, VIVO!, DIVA), LIROS privacy screens, Pool-Shape stainless steel pool edges, and KERABLOXX ceramic composite slabs, sourced directly from 30+ countries and held in five regional warehouses totaling 120,000 m².

Product overview

Seltra Natural Stone Trade is an international trading company (Hauptsitz Nürtingen, Germany) that serves building material retailers across Germany, Austria, and Switzerland with a portfolio focused on exterior landscaping and garden applications. The core offering centers on natural stone (over 2,000 products across 55 stone types and 12 surface finishes, imported from 30+ countries), supplemented by three branded outdoor ceramic lines — EMPEROR® (premium), VIVO!® (modern/value-oriented), and DIVA® (stylish designs) — as well as LIROS® privacy screens, Pool-Shape stainless steel pool edges, KERABLOXX® ceramic composite slabs, and VISTUM® Cor-Ten objects. Seltra also offers its own proprietary visualization tool (seltraVision) for terrace planning. The company operates five warehouse locations across Germany totaling over 120,000 m² of storage, with a dedicated custom manufacturing division (MANUFACTUR) at its Salzgitter branch.

Differentiator

Problem solved

Functional benefit

Brands

• EMPEROR®: Outdoor ceramic tiles replicating natural stone, concrete and wood aesthetics with physical ceramic advantages. Includes format plates in 1cm, 2cm, 3cm MAXIMA, and 5cm DRIVE variants.
• VIVO!®
• LIROS®
• DIVA®
• Pool-Shape
• KERABLOXX®
• CHARME
• Orello® antiqua
• MEINSTEIN
• seltra MANUFACTUR
• AQUAROXX®

Products and services

• Naturstein (Natural Stone) Seltra's core product line: over 2,000 natural stone products for outdoor use including terrace slabs, paving stones, palisades, block steps, curbstones, masonry stones, gravels, and decorative objects. Imported from over 30 countries across 55 stone types (granite, basalt, sandstone, limestone, travertine, gneiss, quartzite, slate, marble) available in 12 surface finishes. Sold primarily to building material dealers for resale to contractors, landscapers, and end customers.
• EMPEROR Outdoor Keramik Premium outdoor ceramic tile sub-brand offering format plates in 1cm, 2cm, 3cm MAXIMA, and 5cm DRIVE variants. Replicates natural stone, concrete, and wood aesthetics with the physical advantages of ceramic. Designed for high-end garden, terrace, and driveway applications, sold to building material dealers.
• VIVO! Outdoor Keramik Modern outdoor ceramic terrace plate collection with contemporary designs in concrete, quartzite, slate, and travertine looks. Available in 2cm and 3cm thicknesses, aimed at the modern outdoor living segment, sold through the building material dealer channel.
• DIVA Outdoor-Keramik Stylish outdoor ceramic tile range with designs including LIME (limestone look), SCREED (visible concrete), SLATE, OAK (wood look), and QUARTZ collections. Positioned for premium exterior design applications, sold through building material dealers.
• LIROS Sichtschutz Modern privacy and wind protection screen steles in Scandinavian-inspired design. Features colored glass steles, MAGNA Glaskeramik glass ceramic steles, and ceramic steles in marble and Corten steel looks across three harmoniously combinable series, sold to building material dealers for garden privacy solutions.
• Pool-Shape Rust-free stainless steel pool edge system for swimming pool borders and surrounds. Includes pool edge strips, 90° inner and outer corners, diamond cutting discs, special adhesive, and stainless steel maintenance lotion. Designed for use with natural stone or ceramic pool surrounds, sold through building material dealers.
• KERABLOXX Keramik-Verbundplatte Ceramic composite slab combining ceramic designs with a high-density concrete core. The 4cm-thick slab can be laid unbound on grit due to its high own weight, offering both aesthetic and structural benefits for terrace and garden installation. Sold to building material dealers.
• AQUAROXX Poolplatten & -ecken Pool plate and corner products made from natural stone and outdoor ceramics. Serially manufactured for cost-effective pricing, available from stock and immediately deliverable, sold to building material dealers for pool surround installations.
• CHARME Vintage Loft Brick Vintage loft brick product line made from recycled bricks recovered from demolished buildings. Each brick is uniquely recovered, cleaned, and shaped, producing a lively yet homogeneous surface for high-character architectural and garden design applications. Sold through building material dealers.
• seltra MANUFACTUR Custom Manufacturing Custom manufacturing service at the Salzgitter-Watenstedt location producing special orders and customizations in natural stone and outdoor ceramic products for specific customer requirements. Enables made-in-Germany bespoke sizing, formats, and finishes for project-specific needs, serving both dealers and direct project customers.

Quantifiable outcome

• 60,000 m² of granite supplied to Düsseldorf Airport
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Scale indicators7 records

Recent moves14 records

Expansion highlights6 records

Direct peers

• Antolini Luigi & C. S.p.A. Italian natural stone manufacturer/distributor offering a wide portfolio of marble, granite, onyx and engineered surfaces globally. Comparable to Seltra as a high-end natural stone supplier with deep assortment and international sourcing, although with a more design-forward brand positioning and global retail showrooms versus Seltra's DACH dealer-led model.
• Kirchhoff Natursteinwerk GmbH: German natural stone manufacturer and wholesaler serving dealers and landscapers across Germany with a similar assortment of outdoor stone products. Directly comparable to Seltra on geography, customer base (Baustoffhändler), and product mix in natural stone for outdoor construction.
• Margraf S.p.A. Italian marble and natural stone manufacturer with its own quarries and a global distribution network serving building, architecture, and landscaping projects. Comparable to Seltra as a vertically integrated natural stone player competing for the same international specification projects.
• Levantina y Asociados de Minerales S.A. One of Europe's largest natural stone producers and distributors, supplying marble, granite, and engineered stone to construction and landscaping channels. Comparable to Seltra in breadth of natural stone assortment, direct quarry relationships, and B2B/wholesale plus project sales motion.
• Magritz Natursteinhandel GmbH: Established German natural stone importer and wholesale distributor supplying building material dealers and landscape contractors. Closely comparable to Seltra as a multi-branch German B2B natural stone trader serving the same dealer channel.

Broad incumbents

• Marazzi Group (Marazzi S.r.l.): One of the world's largest ceramic tile manufacturers with outdoor porcelain collections that compete head-on with Seltra's EMPEROR, VIVO!, and DIVA ranges. Comparable as a supplier of outdoor ceramic surfaces but materially larger and more brand-led than Seltra.
• Emilgroup (Emilceramica S.r.l.): Italian manufacturer of porcelain tiles including outdoor thick-format slabs for terrace and landscape use. Comparable to Seltra on the outdoor ceramic side of the assortment, though Emilgroup is primarily a producer rather than a multi-brand distributor.
• ABK Group Industrie Ceramiche S.p.A. Italian ceramic tile manufacturer producing indoor and outdoor porcelain slabs used in terrace and garden construction. Comparable to Seltra in the outdoor ceramic product category, though focused on manufacturing rather than B2B distribution.
• Caesarstone Ltd. Global engineered quartz and porcelain surface manufacturer with growing presence in outdoor porcelain slabs. Comparable to Seltra where outdoor ceramic ranges overlap, but operates as a globally branded manufacturer rather than a regional B2B distributor.

Others

• Saxa Gres S.p.A. Sustainability-oriented Italian ceramic manufacturer producing outdoor terrace plates with a high recycled-content mix. Comparable to Seltra as an existing strategic supply partner for the EMPEROR range, illustrating the type of upstream manufacturer whose products Seltra distributes at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/seltragmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Seltra Natural Stone Trade