Demax

What Demax does

Demax d.o.o. (operating as Demax Beograd) is a Serbian industrial tools and measuring equipment distributor founded in 1996 and headquartered in Surčin, a suburb of Belgrade. The company functions as an authorized multi-brand channel partner for more than twenty international manufacturers, with a portfolio organized into eight product categories: cutting tools, hand tools, electric tools, pneumatic tools, measuring instruments, lifting/hoisting equipment, tool accessories, and metalworking emulsions. Its core brand relationships include GUHRING, Kennametal, WIKUS, BOSCH, TRACTEL, WIHA, BAHCO, BIAX, Blaser, SMW AUTOBLOK, and others, with particular technical depth in cutting tools where it offers complete solutions and support.

The business model is a traditional sales-led B2B distribution operation. Demax sells professional tools and measuring equipment to Serbian industrial customers across metalworking, machining, steel production, foundries, machine and tool manufacturing, aerospace, automotive, construction, and energy. Pricing is not publicly disclosed; customers must request quotations via email or phone, and the company runs occasional promotional campaigns on selected lines. Distribution is direct from a single Surčin facility, supported by a product catalog website and a light LinkedIn/Instagram social presence. There is no API, software platform, or recurring SaaS component; revenue is generated through one-time resale of physical goods.

Demax is a privately held limited liability company with no disclosed institutional investors, parent, or subsidiaries, and operates exclusively in Serbia. It has 11–50 employees and no public revenue, funding, or M&A disclosures are available in the input.

Name

Demax

Legal name

Demax d.o.o.

Website

https://demaxbg.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Demax d.o.o. is a Serbian multi-brand industrial tools and measuring equipment distributor serving domestic manufacturing customers since 1996 with cutting tools, hand tools, electric/pneumatic tools, measuring instruments, hoists, and consumables from global brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Belgrade

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Tool and Equipment Distribution: Revenue generated from the resale of professional tools and measuring equipment from world-renowned manufacturers including cutting tools, hand tools, electrical tools, pneumatic tools, measuring instruments, hoists, accessories, and metalworking emulsions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Demax d.o.o. is an authorized Serbian distributor that resells professional industrial tools and measuring equipment from multiple world-renowned manufacturers. Its portfolio spans cutting tools, hand tools, electric and pneumatic power tools, measuring instruments, hoists/lifting equipment, tool accessories, and metalworking emulsions, with particular specialization in cutting tool solutions and accompanying technical support for industrial end-customers in Serbia.

Product overview

Demax is a Serbian professional tools and measuring equipment distributor established in 1996. The company operates as a multi-brand distributor offering a comprehensive portfolio of industrial tools organized into eight main product categories: cutting tools (rezni alat), hand tools (ručni alat), electric tools (električni alat), pneumatic tools (pneumatski alat), measuring equipment (merni alat), lifting equipment (dizalice), accessories (pribor), and cutting emulsions (emulzije). Demax represents internationally recognized manufacturers including GUHRING, KENNAMETAL, ZCC-CT, WIKUS, TBT, SIMTEK, BAHCO, WIHA, BERNSTEIN, BOSCH, BIAX, MIB, ELBO CONTROLI, TRACTEL, SMW AUTOBLOK, KEMMLER, Eppinger, LTF, EROGLU, JOHS BOSS, and Blaser. The company provides technical support and complete solutions particularly in the cutting tools segment.

Differentiator

Problem solved

Functional benefit

Products and services

• Cutting Tools (Rezni alat)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

23 partnerships are on record, tiered core and minor.

• GUHRINGcoreChannel Partner/ Reseller/ DistributorGUHRING is a German cutting tool manufacturer that has become the #1 cutting tool manufacturer in Germany and one of the leading manufacturers worldwide. Demax serves as their authorized distributor in Serbia, offering their wide range of standard tools and custom special tools for demanding applications.
• KennametalcoreChannel Partner/ Reseller/ DistributorKennametal combines materials science, technical expertise, innovation, and superior customer support to help customers fly, drive, power, and build. Their wear-resistant tools and materials enable customers to work longer, cut faster, and machine more precisely.
• WIKUScoreChannel Partner/ Reseller/ DistributorWIKUS is one of the world leaders in metalworking and the largest European manufacturer of band saws. Their highly efficient solutions are trusted across steel production, steel trading, foundries, machine and tool manufacturing, aerospace, automotive, construction, and energy industries.
• BOSCHcoreChannel Partner/ Reseller/ DistributorBOSCH is a global leader in electrical tools and industrial technology. Demax distributes their professional electrical tools in Serbia.
• TRACTELcoreChannel Partner/ Reseller/ DistributorTRACTEL is a leading manufacturer of lifting and hoisting equipment. Demax serves as their distributor for hoists and crane equipment in Serbia.
• SMW AUTOBLOKminorChannel Partner/ Reseller/ DistributorSMW AUTOBLOK is a manufacturer of workholding equipment and accessories for machining. Demax distributes their products in Serbia.
• BlaserminorChannel Partner/ Reseller/ DistributorBlaser is a manufacturer of high-performance metalworking fluids and emulsions. Demax distributes their products in Serbia.
• WIHAminorChannel Partner/ Reseller/ DistributorWIHA is a German manufacturer of professional hand tools. Demax distributes their hand tools in Serbia.
• BAHCOminorChannel Partner/ Reseller/ DistributorBAHCO is a well-known manufacturer of professional hand tools. Demax distributes their products including tools featured in promotional campaigns.
• ZCC-CTminorChannel Partner/ Reseller/ DistributorZCC-CT is a cutting tool manufacturer. Demax distributes their cutting tool products in Serbia.
• TBTminorChannel Partner/ Reseller/ DistributorTBT is a cutting tool manufacturer. Demax distributes their products in Serbia.
• SIMTEKminorChannel Partner/ Reseller/ DistributorSIMTEK is a cutting tool manufacturer. Demax distributes their products in Serbia.
• RE-BOminorChannel Partner/ Reseller/ DistributorRE-BO is a cutting tool manufacturer. Demax distributes their products in Serbia.
• StarkminorChannel Partner/ Reseller/ DistributorStark is a cutting tool brand. Demax distributes their products in Serbia.
• BERNSTEINminorChannel Partner/ Reseller/ DistributorBERNSTEIN is a German manufacturer of hand tools. Demax distributes their products in Serbia.
• BIAXminorChannel Partner/ Reseller/ DistributorBIAX is a manufacturer of pneumatic tools. Demax distributes their products in Serbia.
• MIBminorChannel Partner/ Reseller/ DistributorMIB is a manufacturer of measuring tools and instruments. Demax distributes their products in Serbia.
• ELBO CONTROLIminorChannel Partner/ Reseller/ DistributorELBO CONTROLI is a manufacturer of measuring and control equipment. Demax distributes their products in Serbia.
• KEMMLERminorChannel Partner/ Reseller/ DistributorKEMMLER is a manufacturer of tool accessories. Demax distributes their products in Serbia.
• EppingerminorChannel Partner/ Reseller/ DistributorEppinger is a manufacturer of tool accessories. Demax distributes their products in Serbia.
• LTFminorChannel Partner/ Reseller/ DistributorLTF is a manufacturer of tool accessories. Demax distributes their products in Serbia.
• EROGLUminorChannel Partner/ Reseller/ DistributorEROGLU is a manufacturer of tool accessories. Demax distributes their products in Serbia.
• JOHS BOSSminorChannel Partner/ Reseller/ DistributorJOHS BOSS is a manufacturer of tool accessories. Demax distributes their products in Serbia.

Scale indicators2 records

Recent moves5 records

Direct peers

• BIKAR: European industrial distribution group with a strong presence in cutting tools, workholding, and precision tooling. Directly comparable to Demax as a multi-brand distributor specializing in metalworking tooling and serving manufacturing customers.

Broad incumbents

• Grainger: Global broad-line industrial distribution business serving MRO and production customers. Overlaps with Demax in cutting tools, hand tools, and measuring equipment for industrial buyers, with a much larger geographic footprint including European operations.
• Rubix Group (Cromwell Tools): Pan-European industrial MRO and engineering products distributor formed around Cromwell Tools and other regional distributors. Closely comparable to Demax as a multi-brand industrial tools and MRO distributor serving manufacturers across multiple European geographies.
• Würth: Global leader in industrial tool, fastener, and MRO distribution with a presence across Europe and beyond. Comparable to Demax as a multi-brand industrial distributor, though operating at vastly larger scale and a much broader product portfolio.
• Fastenal: Global industrial and construction supplies distributor with strong metalworking customer overlap. Comparable to Demax in serving industrial customers with cutting tools, fasteners, and shop supplies, though operating at significantly larger scale.
• Hoffmann Group: Europe's largest specialist distributor of quality tools, workshop equipment, and PPE. Directly comparable to Demax as a multi-brand industrial tool distributor serving manufacturing customers, with a much wider European footprint and deeper catalog.
• MSC Industrial Direct: Large US-based industrial metalworking and MRO product distributor serving manufacturers globally. Comparable to Demax in product categories (cutting tools, measuring instruments, MRO supplies) and customer base, though operating primarily through digital channels at massive scale.

Regional players

• Toolstream (previously Toolbank): UK- and Ireland-focused multi-brand industrial and trade tool distributor. Comparable to Demax in business model (multi-brand distribution to industrial/trade customers), though operating in a different European geography.
• ZLINGER: Regional industrial tool and equipment distributor operating in Central/Eastern Europe. Comparable to Demax as a multi-brand industrial tool distributor in a neighboring CEE geography with similar manufacturing customer base.

Emerging players

• Contorion: European digital-first industrial supply platform for tools, MRO, and PPE. Comparable to Demax in target customer (industrial buyers) and product categories, though competing through online price transparency rather than relationship-led technical support.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/demax-belgrade
• Instagraminstagram.com/demax.doo

Revenue estimate

Valuation estimate

Number of profiles

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 Demax