What Hafa does

Hafa is a French industrial formulator and manufacturer of professional lubricants, oils, and greases, founded in 1953 and headquartered in Yvetot, Normandy, operating as part of Groupe HAFA France. The company designs, produces, and distributes more than 1,000 product references organized under nine sub-brands — WOMAC (agriculture and public works), BROSIA (greases), SAFEMAC and the exclusively distributed JAX line (food-grade, NSF/Halal/Kosher certified), SEAWAY (marine), EDENWAY (gardening), FREEWAY (automotive), BIWAY MOTOR (motorcycle), and AURAE (eco-responsible) — serving B2B customers across automotive, agriculture, construction (BTP), transport, marine, motorcycle, metalworking, agri-food, and forestry sectors.

The core business is one-time and recurring sales of physical lubricant products, supplemented by technical-advisory services (oil analysis, manufacturer recommendations) and bulk-delivery logistics including waste-oil collection via the CYCLEVIA partnership. Distribution is exclusively professional, relying on a France-wide field-sales network of commercial representatives rather than mass retail; digital infrastructure includes the Connect customer extranet, the SmartLub mobile/web application for lubrication-plan management, the Oil Recommendation Tool (powered by external Olyslager reference data), and the Lub Viewer connected-tank IoT sensor for real-time consumption monitoring. Pricing is quote-based, not publicly disclosed, and the company holds ISO 9001 and ISO 14001 certifications renewed in June 2026. The customer base is a long tail of small and mid-sized professional accounts with multi-decade relationships and no disclosed enterprise-anchor concentration.

Name

Hafa

Legal name

HAFA France – SOFRA

Website

https://hafa.fr

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

101–250 employees

Short description

Hafa is a French industrial lubricant manufacturer founded in 1953, designing and distributing oils and greases across automotive, agriculture, construction, transport, marine, food-grade, and motorcycle sectors to professional B2B customers via a France-wide field-sales network.

Ownership category

akta.pro rank

Product category

Industrial Lubricants

NAICS

Petroleum Lubricating Oil and Grease Manufacturing (324191)

SIC

Industrial Organic Chemicals (2860)

akta.pro primary industry

Industrial & Heavy-Duty Lubricants (IMAEAMAB)

akta.pro secondary industries

Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK), Fuel Additives & Lubricant Additives (IMAEAMAL), Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL)

Keywords

• Industrial lubricants
• Engine oils
• Food-grade greases
• Automotive lubricants
• Professional greases

Headquarters

HQ city

Yvetot

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Lubricant Product Sales: Design, manufacture and distribution of complete range of lubricants including oils, greases and specialized products for various professional sectors
2. Technical Services: Technical advisory services including oil analysis, manufacturer recommendations, and maintenance optimization consulting
3. Bulk Delivery Services: Bulk lubricant delivery with dedicated tank management and waste oil collection through CYCLEVIA partnership

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Hafa designs, manufactures, and distributes a comprehensive range of lubricants, oils, and greases for professional use across multiple sectors including automotive, agriculture, public works, marine, food processing, motorcycle, transport, metalworking, and industrial applications. The company serves exclusively professional customers through a network of field commercial representatives across French territory, supported by digital tools for order management, lubrication planning, and tank monitoring.

Product overview

Hafa is a French specialist in lubricants, oils, and greases for professionals, operating since 1953. The company designs, manufactures, and distributes a comprehensive product portfolio across multiple sectors including automotive, motorcycles, gardening/motoculture, agriculture, nautical, public works (BTP), general maintenance, metalworking, food industry, transport, and wood industry. The product offering is organized around several key sub-brands: WOMAC (agriculture and public works), BROSIA (grease range), SAFEMAC and JAX (food industry - with JAX being an exclusive distribution brand), SEAWAY (nautical), EDENWAY (gardening/motoculture), FREEWAY (automotive), and BIWAY MOTOR (motorcycles), plus the AURAE eco-responsible label. In addition to physical products, Hafa offers digital services including Connect (customer portal), SmartLub (lubrication planning application), and Lub Viewer (connected tank monitoring). The company operates exclusively with professionals through a network of commercial representatives covering the entire French territory.

Differentiator

Problem solved

Functional benefit

Brands

• WOMAC: Dedicated lubricant range for agriculture and public works equipment
• SAFEMAC
• JAX
• SEAWAY
• EDENWAY
• BROSIA
• FREEWAY
• BIWAY

Products and services

• WOMAC Comprehensive lubricant range for agriculture and public works (BTP) sectors, including oils and greases designed for optimal and durable operation of farming equipment and construction machinery.
• BROSIA Technological grease range consisting of 5 different grades, from versatile multi-purpose greases to highly technical formulations for severe and constrained environments, including the new BROSIA SPECIAL TIMBER for forestry applications.
• SAFEMAC Food-grade lubricant range for the agri-food, pharmaceutical, and cosmetic industries, with NSF, H1, and 3H certifications along with Halal and Kosher certifications.
• JAX (Exclusive Distribution)

Quantifiable outcome

• Equipment lifespan extension through proper lubrication
• +1 more outcomes

Named customers5 records

Segments9 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• JAX Inc.coreChannel Partner/ Reseller/ DistributorHAFA is the exclusive distributor of JAX brand in France. JAX has been pioneering high-performance lubricants for the food industry since the 1960s, with over 200 NSF-certified products. HAFA distributes the complete JAX range including specialized solutions for dairy and meat processing industries.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Petro-Canada Lubricants (HF Sinclair): Petro-Canada Lubricants is a global specialty lubricant manufacturer with strong food-grade (NSF) and industrial credentials. Its PURITY FG product range directly competes with HAFA's SAFEMAC and JAX offerings in food-grade lubricants.
• FUCHS PETROLUB SE: FUCHS is a German-headquartered global B2B specialty lubricants manufacturer offering industrial oils, greases, and food-grade lubricants across multiple verticals. Its specialty-focus, broad vertical coverage, and emphasis on technical service make it the closest direct peer to HAFA.
• Liqui Moly: Liqui Moly is a German specialty lubricant manufacturer with strong automotive and motorcycle focus. It competes with HAFA in European B2B distribution and shares a multi-decade heritage and premium specialty positioning, though with broader geographic reach.
• Bardahl: Bardahl is a French-founded lubricant and additive manufacturer competing in automotive, motorcycle, and industrial segments. It is a direct competitor to HAFA in the French aftermarket and shares comparable scale, B2B distribution model, and sub-brand portfolio.
• Motul: Motul is a French-founded specialty lubricant manufacturer with strong presence in motorcycle, automotive, and industrial segments. It is a direct competitor to HAFA's BIWAY motorcycle and automotive ranges and shares the French specialty positioning, though at significantly larger scale.

Broad incumbents

• Idemitsu Kosan: Idemitsu is a Japanese global lubricant manufacturer with a comprehensive industrial and automotive range. It serves as a broad incumbent in food-grade and industrial specialty lubricants, competing with HAFA in multinational industrial accounts.
• Castrol (BP): Castrol is a major global lubricant brand with strong presence in automotive, industrial, and marine segments. It competes with HAFA in motorcycle (via Castrol Power1), automotive, and industrial verticals, and serves as a broad incumbent in the French market.
• TotalEnergies Lubricants: TotalEnergies is the largest French lubricants manufacturer with a comprehensive range of industrial, automotive, and food-grade lubricants. It is a broad incumbent competing with HAFA across most of France's B2B lubricant segments, with significantly greater scale and global reach.

Emerging players

• Würth France: Würth is a major European automotive aftermarket and industrial consumables distributor with a growing lubricants portfolio. It competes with HAFA in distribution to French workshops and B2B customers via a field-sales model similar to HAFA's commercial representative network.

Others

• JAX Inc. JAX is a US-based food-grade lubricant manufacturer that HAFA distributes exclusively in France. While a partnership rather than direct competitor, JAX is highly comparable because its NSF-certified food-grade product range is the foundation of HAFA's agri-food vertical.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/hafa.lubrifiants
• Xx.com/LubrifiantsHAFA
• Facebookfacebook.com/LubrifiantsHAFA

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Hafa