What SEAB does

SEAB AB, headquartered in Sigtuna, Sweden, is the Nordic region's largest and leading distributor of vehicle care and chemical-technical DIY products, operating as SEAB Nordic across Sweden, Norway, Denmark, and Finland through five wholly-owned subsidiaries. Founded by Sten Engwall in 1960 as Sten Engwall AB and rebranded to SEAB, the company built its foundation on becoming the first non-US distributor of Turtle Wax in the 1960s and has since assembled a multi-brand portfolio spanning globally recognized names including Turtle Wax (consumer and professional), WD-40, Wunder-Baum, STP, Gorilla, Hammerite, Rain-X, Permatex, Flex polishing machines, Mesto sprayers, CorroProtect, Bar's, Finilec, Birchmeier, Pingi, Nitromors, and O'Keeffe's, alongside its own Autoparktime patented digital parking disc.

SEAB's business model is wholesale B2B distribution with quote-based pricing tailored to customer and order volume. The company sells consumer car care products through car accessory shops and fuel company gas stations, technical DIY products through hardware and construction retailers, and professional-grade cleaning, detailing, and wash-system solutions to commercial car wash facilities, dealerships, and property maintenance companies. It operates its own B2B e-commerce platform (seab.se with Snabborder quick-ordering) for registered business customers. Annual turnover for SEAB Nordic is approximately 700 million SEK, supported by ~120 employees and ISO 9001 (2015) and ISO 14001 (2002) certifications, with Nordic Swan Ecolabel products in its own-brand assortment. Since 2017, SEAB has been wholly owned by Söderbergföretagen, a family-owned Swedish industrial and technical trading conglomerate.

Name

SEAB

Legal name

SEAB AB

Website

https://seab.se

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

51–100 employees

Short description

SEAB is the Nordic region's largest B2B distributor of vehicle care, DIY chemical-technical, and professional cleaning products, supplying brands like Turtle Wax, WD-40, and Wunder-Baum across Sweden, Norway, Denmark, and Finland.

Ownership category

akta.pro rank

Headquarters

HQ city

Märsta

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Consumer Products Distribution: Distribution of consumer car care products including Turtle Wax, STP, Wunder-Baum through car accessory shops and gas stations. Also includes technical products like WD-40, Gorilla Glue, Hammerite distributed via DIY stores and hardware retailers.
2. Professional Products Distribution: Professional products for detailing, machine washing, and service stations for car care, as well as property maintenance and cleaning. Packaging sizes range from milliliters to drums, pallets, and IBCs.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

SEAB is a B2B distribution company that supplies consumer and professional vehicle care products, DIY chemical-technical products, lubricants, sealants, paints, adhesives, fragrances, and related accessories across the Nordic region. The portfolio covers Turtle Wax, WD-40, STP, Wunder-Baum, Gorilla, Hammerite, Rain-X, Permatex, O'Keeffe's and other global brands, packaged in formats from milliliters to drums, pallets and IBCs for retail and industrial buyers. Distribution is delivered to car accessory shops, fuel companies, DIY stores, hardware retailers, car dealerships, professional detailing/wash stations, and industrial customers via the SEAB Nordic group operating in Sweden, Norway, Denmark and Finland.

Product overview

SEAB is a product distribution company, not a unified software platform. The company serves as the leading Nordic distributor of vehicle care and maintenance products, operating as a multi-brand portfolio distributor. The product portfolio spans multiple categories including: consumer car care products (Turtle Wax, Turtle Wax Professional, Rain-X), professional equipment (Flex polishing machines, Tornador/Rotador), chemical products (WD-40, STP, Permatex, Nitromors, Hammerite, CorroProtect), accessories (Mesto sprayers, Birchmeier sprayers), rust protection solutions (CorroProtect, Bar's), fragrances (Wunder-Baum), personal care (O'Keeffe's), adhesives and tapes (Gorilla), automotive tech (Autoparktime digital parking disc), and emergency products (Finilec puncture repair, Pingi dehumidifier). Products are organized into main categories: car care exterior (cleaning, wax, polishing), car care interior (leather, plastic, textile care), car care accessories, seasonal products, professional products, repair and maintenance, and fragrances. The company does not develop its own software products but distributes branded consumer and professional automotive care products across Sweden, Norway, Denmark, and Finland through SEAB Nordic.

Differentiator

Problem solved

Functional benefit

Products and services

• Turtle Wax (consumer car care brand portfolio) Complete Turtle Wax consumer car care assortment including sponges, microfiber cloths, degreasers, shampoos, wax, and specialty products distributed via SEAB's Nordic retail and professional channels.
• Turtle Wax Professional Professional car wash and car care solutions offering complete solutions for large consumers in vehicle washing, reconditioning, and automotive care businesses.
• Constant Clean professional car wash systems Full-service offering of professional car wash systems including sales, design, and installation of wash facilities to major fuel companies and industrial customers (acquired in 2008).
• WD-40 lubricants (Multi-Use, Specialist, Bike lines) Multi-purpose WD-40 spray and the more technical Specialist and Bike product series, distributed via DIY stores, hardware retailers and automotive channels across the Nordic region.
• Wunder-Baum car air fresheners World-famous car air freshener (doftgranar) range in scents including sweet, fresh, masculine, fruity and outdoor-fresh, plus Bottles, Clips and Fiber Can formats, distributed to car accessory shops, fuel stations and grocery channels.
• STP engine and fuel additives Complete STP range of high-tech products for workshops and individuals that prevent problems with petrol and diesel engines by helping keep engines clean.
• Gorilla adhesives and tapes Gorilla range of high-quality glue and tape products for repair and fixing, including super glue variants, traditional adhesives, wood glues, and tapes, sold via DIY stores and hardware retailers.
• Hammerite metal paint Hammerite metal paint that protects and paints metal surfaces with 3-in-1 properties, allowing direct application on rust without separate priming or rust protection.
• Permatex chemical maintenance products Permatex range of chemical products for vehicle maintenance, repairs and industrial use, including sealants, silicone gaskets, thread locking, and hand cleaning products for DIY and professional users.
• Rain-X water-repellent glass treatments Rain-X products (founded 1972) that improve driver visibility and safety through water-repellent technologies for car glass, causing raindrops to bead and roll off quickly.
• Nitromors paint removal products Nitromors paint removal products with a powerful formula to effectively remove paints, varnishes, and lacquers from wood, metal and masonry surfaces for renovation projects.
• CorroProtect rust protection for Nordic climates CorroProtect range of rust protection products adapted for Nordic road salt, ice, snow and moisture, including paint, primer, adhesive and hand cleaner lines.
• Autoparktime digital parking disc Swedish-patented fully automatic digital parking disc that detects when the car has stopped and always shows the correct parking time; approved by Police, Municipalities, Transport Agency and all parking companies.
• Flex professional polishing machines Flex range of professional polishing machines for polishing cars, boats, caravans and motorhomes, sold to professional detailers and service stations.
• Mesto pressure sprayers German Mesto brand of high-quality pressure sprayers, including models that withstand strong chemicals such as wheel and brake cleaners, for DIY and professional users.
• Birchmeier spray solutions Birchmeier (Swiss quality) innovative spray solutions for professional and DIY spraying applications.
• Tornador / Rotador cleaning tools Tornador / Rotador cleaning products that use vibrations to remove deeply embedded dirt, sand, and gravel from vehicle interiors and exteriors at detailing operations.
• Bar's cooling system products Bar's range of cooling system products for leak prevention and rust protection; Bar's Leaks is included by GM, Ford and Chrysler in new cars.
• Finilec puncture repair spray Finilec puncture repair spray that quickly seals small holes and inflates the tire in minutes; suitable for most vehicles and caravans.
• Pingi dehumidifiers Pingi dehumidifier products that absorb moisture and can be dried in microwave, sun or radiator for reuse, sold as in-car moisture-control accessories.
• O'Keeffe's skin care range O'Keeffe's products that provide guaranteed relief for extremely dry hands, feet, and lips; soften dry skin, adjust pH balance, and help skin retain moisture.
• SEAB B2B e-commerce and Snabborder quick-ordering Direct B2B e-commerce platform at seab.se with the "Snabborder" quick-ordering system for registered business customers to reorder Nordic-wide distributed brand assortments.

Quantifiable outcome

• ~700 million SEK annual revenue

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/seab-ab

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 SEAB