Puag AG
- Company typePrivate
- Founded2007
- HeadquartersBremgarten, Switzerland
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Puag AG does
Puag AG is a Swiss wholesale distributor and e-commerce operator specializing in hardware, tools, building supplies, household goods, garden products, and lighting, serving four primary segments: DIY retail chains (Baumärkte), ironmongery specialist trade, industry and trade customers, and end consumers. Founded in 2007 in Bremgarten by Peter Good, Martin Laubacher, and Bruno Müller, the company scaled through the 2014 acquisition of m&b AG trade representations, a 2015 ISO 9001:2015 certification, a 2016-2017 logistics center expansion, and a 2017-2019 digitalization program that introduced B2B and B2C online shops and fully digitized logistics. In July 2023, Puag was acquired by e+h Services AG of Däniken, becoming a 100% subsidiary while continuing to operate independently under CEO Peter Good; the merger created the largest wholesaler for hardware and household goods in Switzerland.
The company distributes approximately 15,000 SKUs across more than 50 international brands including Wolfcraft, Steinel, Karibu, Proxxon, Xyladecor, and Tatkraft, plus owned/licensed brands Perfecta, Crafttools, and Easy Connect, and newly added lines Dr. Wack (2025) and Ecco Clean (2024). Its technology stack is centered on a PIM system, proprietary B2B and B2C e-commerce platforms, EDI interfaces, and participation in the Nexmart and Dabag industry portals, supported by a Bremgarten warehouse holding over 10,000 items and 5,000 pallet spaces with nationwide 24-hour delivery.
The revenue model combines wholesale distribution (transaction-fee B2B sales to retailers and trade), direct B2C e-commerce (unit pricing in CHF on the proprietary shops), and managed logistics services including dropshipping, returns management, repairs, and merchandising/store construction. Pricing is per-unit with 8.1% Swiss VAT; B2B contract structures are not publicly disclosed. Operations are exclusively domestic (Switzerland), with e+h Services AG as the strategic parent providing capital, scale, and cross-selling reach.
Puag AG firmographics
Firmographics- Name
- Puag AG
- Legal name
- Puag AG
- Website
- https://puag.ch
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Puag AG industry classification
Industry- Product category
- Hardware & Tools Wholesale Distribution
- NAICS
- Industrial Supplies Merchant Wholesalers (423840), Service Establishment Equipment and Supplies Merchant Wholesalers (42385)
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Wholesale-Durable Goods, Nec (5099)
- akta.pro primary industry
- Automotive, Tools & Industrial Supplies (B2B) (CRAEAEAH)
Keywords
Where Puag AG is headquartered
LocationHeadquarters
- HQ city
- Bremgarten
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
Puag AG business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Wholesale Distribution: Bulk distribution of hardware, household goods, building materials, and tools to DIY stores, specialist retailers, industry and trade customers across Switzerland
- E-Commerce Retail: Direct B2C sales through proprietary online shops including dropshipping to end consumers
- Logistics Services: Third-party logistics including dropshipping, returns management, and repairs for business partners
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | B2C retail pricing through online shop |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels3 records
Puag AG product offering
Product offeringCore offering
Puag AG is a Swiss wholesale distributor and service provider for hardware stores, specialist trade, industry and commerce, offering approximately 15,000 products across more than 50 international brands in categories including ironware, professional tools, lighting, storage, construction supplies, paints, adhesives, cleaning, garden and sauna. The company operates proprietary B2B and B2C online shops with EDI integration, runs an in-house logistics center with 10,000+ stock items and 5,000 pallet spaces, and provides dropshipping, returns management, repairs, merchandising and store construction services to retail and trade customers across Switzerland.
Product overview
Puag AG operates as a Swiss B2B and B2C e-commerce platform specializing in hardware, tools, and building supplies for DIY customers and professionals. The company's core offerings consist of its B2B Online Shop (with EDI interfaces) and B2C Online Shop, complemented by a comprehensive product portfolio organized into categories: Ironware and Hardware (including Combitech systems, Clampline profiles), Professional Tools (drilling, cutting, welding, measuring equipment), Lighting (including Steinel smart home lighting via Bluetooth/App), Storage Boxes (including Alutec configurable aluminum boxes), Construction Supplies, Paints and Lubricants (including WD-40), Adhesives, Cleaning and Care products (including Dr. Wack vehicle care), Business Equipment, House and Home products, Garden products (including Karibu garden sheds, pools, play equipment), and Saunas (indoor and outdoor including infrared cabins). The company represents over 50 international brands (including Wolfcraft, Steinel, Karibu, Proxxon, Xyladecor, Tatkraft) and offers approximately 15,000 products. Core services include logistics with over 10,000 warehouse items and 5,000 pallet spaces, fully digitized logistics processes, dropshipping, merchandising and store construction services, and a returns and repairs department.
Differentiator
Problem solved
Functional benefit
Brands
- Crafttools: Professional tools brand for construction professionals.
- Perfecta
- Easy Connect
Products and services
- Puag AG B2B Online Shop E-commerce platform for business customers, industry and trade professionals, providing access to over 10,000 warehouse items with EDI interfaces and integration into industry portals including Nexmart and Dabag.
- Puag AG B2C Online Shop
Quantifiable outcome
- Nationwide Switzerland delivery within 24 hours
- +1 more outcomes
Companies that use Puag AG
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles5 records
Puag AG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature2 records
Puag AG partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Swiss Perfecta AGminorPuag AG acquired the protected 'Perfecta' brand, distribution and production of the original Swiss 'Spitzbodenkarrette' and 'Pflastermulde 65 Liter' from Swiss Perfecta AG. The acquisition included the iconic pointed-bottom cart with black steel tray and red rim.
- m&b AG (Oberrüti)minorIn 2014, Puag AG acquired the technical trade representations of competitor m&b AG, Oberrüti, enabling an important growth step and strengthening their leading market position in wholesale of DIY and professional products.
Scale indicators6 records
Recent moves9 records
Expansion highlights5 records
Puag AG competitors and assessment
Company assessmentRegional players
- SIG Group: Specialized European distribution group including Haering and other tool/hardware distribution businesses in the DACH region. Closely comparable to Puag in industrial-supply and tool-wholesale scope within the German-speaking market.
- BayWa Baustoffe: German/DACH building-materials and trade-supply distributor with Swiss activities. Comparable to Puag's Baubedarf and Eisenwaren assortment serving trade customers; broader agricultural and energy exposures make it a partial rather than direct peer.
Broad incumbents
- Würth Group: Global leader in B2B distribution of fasteners, tools, hardware and consumables to trade and industry. Highly comparable to Puag in core categories (professional tools, hardware, trade supplies) and B2B sales-led model, though at vastly larger scale and geographically diversified.
- Kingfisher (Brico/Castorama): Pan-European home-improvement retail group (including Castorama and Brico) with growing Swiss exposure. Comparable broad hardware/DIY assortment and trade-customer focus; serves as both a Puag channel partner (via B2B supply) and a competitive retail force in Switzerland.
- e+h Services AG: Puag's parent company and the other half of the combined largest hardware and household goods wholesaler in Switzerland. Directly comparable in product range, B2B/B2C distribution model, and Swiss specialist-trade focus; parent context means it is both an owner and the closest operational peer.
- Travis Perkins: UK-listed distributor of building materials and tool/hardware supplies to trade and DIY customers through branch and digital channels. Comparable to Puag in B2B/B2C trade-supply model, professional product range, and EDI/integration capabilities; broader UK-focused footprint.
- Hornbach Baumarkt: European DIY/home-improvement retail chain with a strong Swiss online and store presence. Comparable to Puag's B2C hardware/tools/garden assortment and 24-hour nationwide delivery ambition; differs in that Hornbach is downstream retail rather than wholesale to Baumärkte.
Emerging players
- Toolstation: Multi-channel tools, hardware and building-supplies retailer/trade-supplier with operations expanding into Switzerland. Comparable to Puag in core assortment and trade-focused e-commerce plus branch network; competes for the same specialist trade and B2C DIY customers in Switzerland.
Direct peers
- Stahleisen-Handel / Eisen-Fischer: Mid-sized European ironmongery/Fachhandel wholesalers serving specialist trade with a profile assortment and EDI integration. Most directly comparable niche competitor to Puag in pure Fachhandel/Eisenwaren distribution; regional DACH focus.
- Hagebau: German central purchasing cooperative and wholesaler for independent DIY stores, builders' merchants and specialist trade. Closely comparable to Puag in serving the Fachhandel/Baumarkt channel with a multi-brand assortment and EDI-driven B2B model; direct competitor concept though regionally focused on Germany.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Puag AG social profiles
Digital presencePuag AG compliance and trust
Trust signalCompliance1 record
Puag AG financial estimates
Financial estimateRevenue estimate
Valuation estimate
Puag AG leadership team
Management profileNumber of profiles
Profiles3 records
Puag AG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Puag AG 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 Puag AG
What does Puag AG do?
Puag AG is a Swiss wholesale distributor and service provider for hardware stores, specialist trade, industry and commerce, offering approximately 15,000 products across more than 50 international brands in categories including ironware, professional tools, lighting, storage, construction supplies, paints, adhesives, cleaning, garden and sauna. The company operates proprietary B2B and B2C online shops with EDI integration, runs an in-house logistics center with 10,000+ stock items and 5,000 pallet spaces, and provides dropshipping, returns management, repairs, merchandising and store construction services to retail and trade customers across Switzerland.
Is Puag AG a public or private company?
Puag AG is a private company. It is classified as corporate owned and is currently operating.
When was Puag AG founded?
Puag AG was founded in 2007. It employs 11 to 50 people.
Where is Puag AG based?
Puag AG is headquartered in Bremgarten, Switzerland, in the Europe region.
How does Puag AG make money?
Three revenue lines are on record. Wholesale Distribution is the primary driver. The others are E-Commerce Retail and logistics Services.
Who are Puag AG's main competitors?
Regional players on record are SIG Group and BayWa Baustoffe. Broad incumbents are Würth Group, Kingfisher (Brico/Castorama), e+h Services AG, Travis Perkins and Hornbach Baumarkt. Toolstation is listed as an emerging player. Direct peers are Stahleisen-Handel / Eisen-Fischer and Hagebau.
Does Puag AG have an API?
No public API is recorded for Puag AG.
What industry is Puag AG in?
Puag AG's product category is Hardware & Tools Wholesale Distribution. Its primary akta.pro industry code is CRAEAEAH, Automotive, Tools & Industrial Supplies (B2B). Its NAICS code is 423840 and its SIC code is 5070.