What Witre does

Witre AB is a Swedish B2B e-commerce supplier of workplace, warehouse, and industrial equipment, headquartered in Mölndal and operating under the Manutan Group, a European B2B distribution group with 26 subsidiaries across 17 countries. The company sells a broad catalogue spanning eight top-level categories — Warehouse & Industry, Workshop, Packaging, Office, Waste & Cleaning, Kitchen & Lunchroom, Safety & Health, and Outdoor Environment — through its own-branded Manutan Expert private-label range plus third-party brands such as Nopla, Ikasorb, Ikatex, and Ikaclean. Its core technical platform is built on IBM WebSphere, augmented with Target2Sell behavioural personalization and a proprietary PEIS environmental-impact scoring system used to communicate product-level climate footprint.

Witre runs a dual go-to-market: a transactional e-commerce storefront (www.witre.se) targeting Swedish SMB and individual buyers with free shipping, 60-day returns, same-day dispatch for orders placed before 4pm, and a minimum 3-year warranty; and a direct enterprise sales motion (phone, quote-based pricing) for larger projects and institutional buyers. Customer segmentation is explicitly horizontal — business/enterprise, industrial/manufacturing, healthcare, and government/public sector — with no anchor customer dependency disclosed. The pricing model is unit-based, generally SEK 500 to SEK 10,000+, with volume discounts, promotional offers, and project-level quotes for larger deployments.

Revenue is not disclosed; with 51–100 employees, a catalogue of thousands of SKUs, and a single-country Swedish footprint inside a multi-country parent, the business sits within the broader Manutan Group but operates as a regional distribution entity rather than a standalone technology or brand company. Certifications include ISO 9001, ISO 14001, AAA credit rating, UC creditworthiness verification, and Great Place to Work, and the brand carries a 4.7/5 Trustpilot score. The parent ownership provides group-level sourcing leverage, shared services, and brand credibility, while limiting standalone strategic optionality at the Witre entity level.

Name

Witre

Legal name

Witre AB

Website

https://witre.se

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

51–100 employees

Short description

Witre is a Swedish B2B e-commerce supplier of workplace, warehouse, and industrial equipment, serving offices, manufacturers, healthcare, and public-sector buyers in Sweden as a wholly-owned subsidiary of the Manutan Group.

Ownership category

akta.pro rank

Product category

Industrial Supplies Distribution

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Dropshipping & Supplier Fulfillment Services (CRAFAMAJ)

Keywords

• Workplace equipment supply
• Industrial supplies distribution
• Office furniture retail
• Warehouse equipment supplier
• Packaging materials distribution

Headquarters

HQ city

Mölndal

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct product sales through e-commerce platform and direct sales team. Products include workplace equipment, office furniture, industrial supplies, warehouse equipment, safety products, and packaging materials. Offers own-brand products under Manutan Expert label.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Witre is a Swedish B2B e-commerce distributor of workplace equipment serving office, industrial, warehouse, workshop, packaging, cleaning, safety, kitchen, and outdoor needs. The company operates a one-stop-shop catalog across 8 main categories, sells its own private-label brand Manutan Expert alongside third-party brands, and offers quote-based pricing for enterprises and project-level buyers alongside self-serve online ordering with free shipping. Delivery is fulfilled directly to street level, with same-day dispatch on orders placed before 4pm and optional assembly/carrying services on larger projects.

Product overview

Witre is a Swedish workplace equipment retailer (Varuhuset för arbetsplatsutrustning) operating as part of the Manutan Group, offering a comprehensive B2B e-commerce platform for workplace supplies across 8 main categories: Lager & Industri (Warehouse & Industry), Verkstad (Workshop), Pack & Emballage (Packaging), Kontor (Office), Avfall & Städ (Waste & Cleaning), Kök & Lunchrum (Kitchen & Lunchroom), Säkerhet & Hälsa (Safety & Health), and Utemiljö (Outdoor Environment). The product portfolio includes their proprietary Manutan Expert private label brand alongside featured third-party brands such as Nopla (storage solutions), Ikasorb (absorbents), Ikatex (wiping products), and Ikaclean (cleaning products). The offering spans thousands of products including pallet trucks, office chairs, whiteboards, workshop cabinets, spill protection equipment, waste management solutions, shelving systems, chemical safety cabinets, industrial wipes, and cafeteria furniture. The company positions itself as a one-stop-shop for workplace equipment with services including 60-day returns, free shipping on online orders, minimum 3-year warranty, and dedicated account management for larger projects.

Differentiator

Problem solved

Functional benefit

Brands

• Manutan Expert: Private label brand of Manutan Group offering workplace equipment and supplies at optimized pricing.

Products and services

• Manutan Expert (Private Label Range) Witre's own private-label range offering workplace equipment including pallet trucks, workshop cabinets, shelving systems, storage solutions, and office furniture at competitive prices, sold to Swedish business buyers.
• Nopla storage and transport solutions Robust storage and transport solutions that help businesses optimize space, reduce costs, and create better organization in work environments.
• Ikasorb absorbents Absorbent products for industrial applications including oil, water, solvents, coolants, and chemical spills, featuring CMC Premium technology for high durability.
• Ikatex wiping and drying products Wiping and drying products including paper towels, tissues, and dispensers for industrial and hygiene applications; Swan-ecolabel certified.
• Ikaclean cleaning products Industrial cleaning products including degreasers and cleaning solutions, Swan-ecolabel certified and approved by Kemikalieinspektionen.
• Pallet trucks and lift trucks (Pallyftare) Manual and electric pallet trucks for warehouse operations, available in various capacities and wheel materials including polyurethane, nylon, and rubber.
• Office and conference chairs (Kontorsstolar & Konferensstolar) Ergonomic office chairs with adjustable features including multisync mechanisms, neck supports, and weight-adapted resistance.
• Whiteboards and planning boards (Whiteboards & Planeringstavlor) Mobile and wall-mounted whiteboards with enamel and lacquered surfaces for conference rooms, schools, and offices.
• Workshop and sheet metal cabinets (Verkstadsskåp & Plåtskåp) Steel workshop cabinets with adjustable shelves, drawers, and lock systems for secure tool and equipment storage.
• Spill protection and absorbents (Spillskydd & Absorbenter) Spill kits, absorbents, and environmental pallets for safe handling of hazardous liquids and chemical spills in industrial settings.
• Waste management and sorting (Avfallshantering & Källsortering) Waste containers, recycling bins, and sorting cabinets for effective waste management and recycling in workplaces.
• Storage shelves and pallet racking (Lagerhyllor & Pallställ) Industrial shelving systems and pallet racking for warehouse storage, including Rapid 1 boltless shelving and Combi-Flip systems.
• Chemical cabinets, fire-isolated (Kemikalieskåp) Fire-resistant chemical storage cabinets with ventilation systems for safe storage of acids, bases, and other hazardous chemicals.
• Industrial wipes and cloths (Industritork & Trasor) Industrial wiping cloths and paper towels for cleaning applications in manufacturing and food production environments.
• Cafeteria and lunchroom chairs (Lunchrumsstolar) Stackable cafeteria and lunchroom chairs in various materials including polypropylene and aluminum, suitable for public spaces.

Quantifiable outcome

• Orders placed before 4pm on weekdays ship same day with 1-3 day delivery

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Manutan GroupcoreStrategic or Co-development PartnerWitre is a subsidiary of Manutan Group, a European leader in workplace equipment distribution with operations across 17 countries. The group provides marketing support, purchasing power, and shared services to Witre.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Office Depot: B2B and B2C office supplies retailer (now operating as ODP Corporation). Comparable in office furniture, consumables, and e-commerce B2B model, with adjacent categories in workplace essentials.
• Staples: Large B2B/B2C office and workplace supplies retailer. Comparable assortment (office furniture, cleaning, breakroom) and e-commerce-led B2B motion; differs in geographic reach and scale.
• Amazon Business: B2B procurement marketplace with broad workplace supplies assortment. Increasingly competing for the same Swedish B2B spend that Witre targets, with advantages in catalog depth and pricing transparency.
• Grainger: Industrial and MRO supplies distributor with strong digital B2B platform. Overlap with Witre's Lager & Industri, Verkstad, and Säkerhet & Hälsa categories; more skewed toward industrial/operational buyers.
• Lyreco: Pan-European B2B distributor of workplace and office supplies with multi-country catalog and direct sales. Closest functional peer to Witre given overlapping product breadth (office, industrial, packaging) and similar B2B procurement model.
• INAPA: European B2B distributor of office and workplace supplies (paper, packaging, hygiene, facility). Comparable assortment and B2B contracting model, particularly in the Pack & Emballage and Avfall & Städ categories.

Regional players

• Ahlsell: Nordic B2B distributor of technical installation, industrial, and workplace products. Direct functional overlap with Witre across industrial and MRO categories, with primary market in Sweden and broader Nordics.
• Solar A/S: Danish-headquartered B2B distributor serving the Nordics with electrical, technical, and workplace supplies. Overlaps Witre on electrical/industrial lines and serves similar SME and installer segments.

Emerging players

• Antalis: European distributor of paper, packaging, and visual communication products. Partial overlap with Witre's Pack & Emballage category and a comparable B2B distribution model, though narrower in workplace breadth.

Broad incumbents

• Manutan Group: Witre's parent and pan-European B2B workplace equipment distributor. Operates the same business model at group level across 17 countries; relevant as the broad incumbent and benchmark for Witre's positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/witre
• LinkedInlinkedin.com/company/witre-ab

Compliance2 records

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 Witre