Granit Parts
Granit Parts is a Germany-based B2B wholesaler of more than 250,000 spare parts for agricultural, construction, garden, forklift and hydraulic machinery, distributed Europe-wide from a 90,000 m² logistics hub to dealers, workshops and commercial end users.
- Company typePrivate
- Founded1923
- HeadquartersHeeslingen, Germany
- Headcount1,001–5,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Granit Parts does
Granit Parts is a Germany-based B2B spare parts wholesaler and distributor operating under the parent company Wilhelm Fricke SE. The company sells more than 250,000 replacement parts for agricultural machinery, construction machinery, garden and forestry equipment, forklift trucks, hydraulics, and truck and trailer technology. Its commercial offering is anchored by a 90,000 m² centralized logistics hub that enables immediate parts availability and fast Europe-wide dispatch, supported by a multilingual webshop, a mobile app, and a field area-manager sales team that onboards dealers and workshops.
The product portfolio combines a multi-brand OEM-served catalog covering major manufacturers (John Deere, Fendt, Claas, Caterpillar, Komatsu, Kubota, Wacker Neuson, Manitou, Atlas Copco) with a private-label portfolio of owned brands (GRANIT, HYPEX, ROTARO, TRAXOR, BLACK EDITION, ENDURANCE CARBIDE, PROBOSS, BIERHAKE) manufactured by the parent. Beyond parts, Granit Parts sells the GRANIT DISPO inventory and shop management system, a modular retail shop-display system, the GRANIT Academy training service, and a Smart Farming precision-agriculture module.
Granit Parts runs a sales-led B2B go-to-market targeting agricultural, garden and construction machinery dealers, hydraulic service companies, specialist workshops, vehicle builders and industrial enterprises, with a secondary channel allowing commercial end users to order and settle via a dealer of their choice. Revenue is generated through one-time transactions on a trade-only, EUR-priced, VAT-exclusive basis, supplemented by promotional and special-offer programs; the company is privately held, with no disclosed external investment or public listing.
Granit Parts firmographics
Firmographics- Name
- Granit Parts
- Legal name
- Wilhelm Fricke SE
- Website
- https://granit-parts.com
- Company type
- Private
- Founded year
- 1923
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Granit Parts is a Germany-based B2B wholesaler of more than 250,000 spare parts for agricultural, construction, garden, forklift and hydraulic machinery, distributed Europe-wide from a 90,000 m² logistics hub to dealers, workshops and commercial end users.
- Ownership category
- akta.pro rank
Granit Parts industry classification
Industry- Product category
- Industrial Spare Parts Distribution
- NAICS
- Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (423810), Farm and Garden Machinery and Equipment Merchant Wholesalers (423820)
- SIC
- Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Industrial Trucks, Tractors, Trailors & Stackers (3537), Mining Machinery & Equip (No Oil & Gas Field Mach & Equip) (3532), General Industrial Machinery & Equipment (3560)
- akta.pro primary industry
- Lifting Attachments & Material Handling Accessories (Fork Attachments, Slings, Rigging) (IMAHABAJ)
- akta.pro secondary industry
- Bulk Material Handling Systems (Belt Conveyors, Feeders, Stackers, Reclaimers) (IMAHABAH)
Keywords
Where Granit Parts is headquartered
LocationHeadquarters
- HQ city
- Heeslingen
- HQ country
- Germany
- HQ region
- Europe
Markets served
Granit Parts business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Infrastructure, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Spare Parts Sales: Sale of replacement parts for agricultural machinery, construction machinery, garden & forestry equipment, forklifts and hydraulics through online webshop and dealer network.
- Own Brand Products: Sale of proprietary branded spare parts under GRANIT, HYPEX, ROTARO, TRAXOR, BLACK EDITION, ENDURANCE CARBIDE, PROBOSS, GRANIT DISPO, GRANIT BLACK EDITION brands. Manufacturer of own-brand items is Wilhelm Fricke SE.
- Special Offers and Promotions: Seasonal and quarterly promotional offerings including Best Offers, SALE sections, and themed specials (Garden, Trailer, Hydraulics, Construction, Grassland, Workshop, Agricultural specials).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Trade/B2B pricing for registered dealers and workshops |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Granit Parts product offering
Product offeringCore offering
Granit Parts is a B2B wholesaler and retailer of spare parts for agricultural machinery, construction machinery, garden and forestry equipment, forklifts, and hydraulics. The company operates a 90,000 m² logistics hub stocking more than 250,000 immediately available spare parts, delivered across Europe to trade customers such as dealers, specialist workshops, and commercial end users. It combines an online webshop and mobile app with direct field sales support and multiple proprietary parts brands.
Product overview
Granit Parts operates as a B2B e-commerce platform and multi-brand parts distributor offering over 250,000 spare parts across eight major product categories: Tractor parts & accessories, Industry & workshop, Truck & trailer technology, Construction machinery & telehandlers, Hydraulics, Forklifts & lifting platforms, Agricultural technology, and Garden & forestry. The company's product portfolio is anchored by its own GRANIT brand alongside specialized sub-brands including TRAXOR (workshop equipment), ENDURANCE CARBIDE (tillage wear parts), ROTARO (PTO shafts), BLACK EDITION (garden & forestry tools), HYPEX (hydraulic components), and PROBOSS (seats). The core offering includes the GRANIT Webshop and mobile GRANIT App for online ordering, supported by the GRANIT Academy training service and a dealer Partnershop program. Additional offerings encompass the GRANIT DISPO inventory management system, a shop display system for retail, and Smart Farming precision agriculture solutions. The company also offers a comprehensive hydraulics range, precision farming technologies, and operates the GRANIT Magazine as an industry publication.
Differentiator
Problem solved
Functional benefit
Brands
- TRAXOR: Workshop equipment brand for testing, measuring, diagnostic, battery, lifting, tyre, and brake technology.
- ROTARO
- BLACK EDITION
- HYPEX
Products and services
- GRANIT Webshop
- GRANIT Mobile App
- GRANIT Own-Brand Spare Parts
- HYPEX Hydraulic Components HYPEX-branded hydraulic components supplied as proprietary spare parts for machinery applications.
- TRAXOR Workshop Equipment TRAXOR-branded workshop equipment and tools sold to dealers and specialist workshops through the GRANIT channel.
- ROTARO PTO Shafts ROTARO-branded PTO (power take-off) shafts distributed as spare parts for agricultural and related machinery.
- ENDURANCE CARBIDE Wear Parts ENDURANCE CARBIDE-branded carbide-tipped wear parts for high-wear machinery applications.
- BLACK EDITION Garden and Forestry Tools BLACK EDITION-branded tools and equipment for garden and forestry applications.
- PROBOSS Seats PROBOSS-branded operator seats sold as spare parts for agricultural and construction machinery.
- BIERHAKE Trailer Parts BIERHAKE-branded trailer parts distributed through the GRANIT channel.
- GRANIT DISPO Inventory Management System Inventory and disposition system for dealers and workshops to manage spare parts stock and replenishment from the GRANIT catalog.
- Smart Farming Solutions Smart Farming is Granit Parts' digital agriculture brand offering precision farming solutions, hardware, and software to support modern arable and livestock farming operations.
Companies that use Granit Parts
Customer profileSegments8 records
Ideal customer profiles4 records
Granit Parts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Granit Parts partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- John DeerecoreMajor agricultural machinery manufacturer whose equipment is supported by GRANIT's spare parts inventory. Listed as main brand option during customer registration.
- FendtcoreLeading tractor and agricultural machinery brand supported through GRANIT's extensive parts catalog.
- ClaascoreAgricultural machinery manufacturer specializing in combine harvesters and tractors, supported by GRANIT parts.
- CaterpillarcoreConstruction machinery brand with dedicated parts range including transmission parts, undercarriage parts, and wide selection of spare parts.
- KomatsucoreConstruction machinery manufacturer with dedicated parts range available through GRANIT.
- KubotacoreJapanese tractor and heavy equipment manufacturer whose products are supported in GRANIT's parts catalog.
- Wilhelm Fricke SEcoreParent company and manufacturer of all own-brand items (GRANIT, HYPEX, ROTARO, etc.) under the GRANIT Parts brand.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Granit Parts competitors and assessment
Company assessmentBroad incumbents
- AGCO Parts: AGCO is the manufacturer of Fendt, Massey Ferguson, and Valtra agricultural machinery and operates AGCO Parts as its OEM aftermarket business. It is a direct competitor for OEM-branded tractor parts demand that Granit Parts addresses through its Fendt-compatible aftermarket range and tractor parts catalog.
- Husqvarna Group: Husqvarna manufactures outdoor power products including robotic mowers, chainsaws, and forestry equipment, and supports them through a large dealer spare parts network. It directly overlaps with Granit Parts' garden & forestry and robotic mower product categories, and competes for European garden technology dealers.
- Würth Group: Würth is a globally dominant B2B distributor of fastening, workshop, and industrial supply products. It competes with Granit Parts in tools, workshop equipment, and consumables, though it operates across a much broader industrial customer set beyond agricultural and construction machinery.
- BayWa AG: BayWa is a German agricultural, energy, and building materials conglomerate with agricultural machinery and parts distribution. Its agricultural machinery segment and partner brands such as Fendt overlap with Granit Parts' agricultural dealer and contractor customer base, though BayWa operates much more broadly beyond parts.
- STIHL Group: STIHL is a leading global manufacturer of chainsaws and garden/forestry power tools with an extensive spare parts and dealer service network. It overlaps with Granit Parts' garden and forestry equipment and BLACK EDITION hand tools product lines and is exposed to the same European dealer and end-user customer base.
Direct peers
- Hoffmann Group: Hoffmann Group is a European B2B specialist for quality tools, workshop equipment, and industrial supply serving industrial and maintenance customers. It overlaps with Granit Parts' Industry & workshop, tools, and workshop equipment categories, and shares the multi-country B2B distribution model.
- Kramp: Kramp is a Dutch-based B2B wholesaler of agricultural, forestry, and construction equipment spare parts with a multi-country European footprint. It is the most direct comparable to Granit Parts, sharing the dealer-and-workshop customer base, multi-category parts catalog, and own-brand strategy.
- TVH Parts: TVH (Thermo King/Henschen) is a global B2B distributor of replacement parts for material handling, construction, agricultural, and industrial equipment. It directly overlaps with Granit Parts' forklift, lifting platform, and construction machinery parts assortment and its B2B trade-customer model.
- Bohnenkamp: Bohnenkamp is a European B2B wholesaler specializing in tyres, wheels, and related spare parts for agricultural, industrial, and commercial vehicles. It overlaps with Granit Parts' tyre, wheel, and trailer product lines and serves the same dealer and fleet customer base across Europe.
Regional players
- Zeppelin Group: Zeppelin is the Caterpillar dealer in Central and Eastern Europe and also distributes construction equipment, parts, and services. It overlaps with Granit Parts' Caterpillar and construction machinery parts range and represents a regional channel for OEM-branded parts competing in the same geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Granit Parts social profiles
Digital presenceGranit Parts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Granit Parts leadership team
Management profileNumber of profiles
Granit Parts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Granit Parts 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 Granit Parts
What does Granit Parts do?
Granit Parts is a B2B wholesaler and retailer of spare parts for agricultural machinery, construction machinery, garden and forestry equipment, forklifts, and hydraulics. The company operates a 90,000 m² logistics hub stocking more than 250,000 immediately available spare parts, delivered across Europe to trade customers such as dealers, specialist workshops, and commercial end users. It combines an online webshop and mobile app with direct field sales support and multiple proprietary parts brands.
Is Granit Parts a public or private company?
Granit Parts is a private company. It is classified as unknown and is currently operating.
When was Granit Parts founded?
Granit Parts was founded in 1923. It employs 1,001 to 5,000 people.
Where is Granit Parts based?
Granit Parts is headquartered in Heeslingen, Germany, in the Europe region.
How does Granit Parts make money?
Three revenue lines are on record. Spare Parts Sales are the primary driver. The others are own Brand Products and special Offers and Promotions.
Who are Granit Parts's main competitors?
Broad incumbents on record are AGCO Parts, Husqvarna Group, Würth Group, BayWa AG and STIHL Group. Direct peers are Hoffmann Group, Kramp, TVH Parts and Bohnenkamp. Zeppelin Group is listed as a regional player.
Does Granit Parts have an API?
No public API is recorded for Granit Parts.
What industry is Granit Parts in?
Granit Parts's product category is Industrial Spare Parts Distribution. Its primary akta.pro industry code is IMAHABAJ, Lifting Attachments & Material Handling Accessories (Fork Attachments, Slings, Rigging), with a secondary code of IMAHABAH, Bulk Material Handling Systems (Belt Conveyors, Feeders, Stackers, Reclaimers). Its NAICS code is 423810 and its SIC code is 5082.