What Dackpartner does

Däckpartner Sverige AB is a Swedish tire and wheel retailer operating one of the country's largest physical workshop networks, with over 170 locations across Sweden and headquarters in Solna. The company was founded in 1994 and employs 501-1,000 people, serving both individual vehicle owners and corporate fleet customers with a portfolio spanning winter tires (studded and studless), summer tires, aluminum and steel rims, complete wheel packages, and supporting services including tire mounting, wheel alignment, tire repair, AC service, oil change, and seasonal tire storage (däckhotell).

The company's technology layer consists of an e-commerce platform at dackpartner.se that allows customers to search tires by registration number, dimension, or car model and complete purchases online for installation at a local workshop, integrated with a workshop locator covering cities such as Stockholm, Gothenburg, Malmö, Uppsala, and Västerås. The site uses standard web analytics (Google Analytics, Microsoft Clarity) and cookie consent tooling (Cookie Information), and is supported by content assets including a tire school (däckskolan) and advice articles. No proprietary AI, advanced data, or platform technology is disclosed. The company also holds three subsidiary rim brands: Special Wheels (acquired 1993, part of Hertel Group), OCL Brorssons (since the late 1940s), and Rautamo (founded 2006, with Nordic and Baltic dealer reach).

Däckpartner generates revenue through one-time product sales of tires and rims sourced from major manufacturers (Continental, Goodyear, Michelin, Nokian, Pirelli, Yokohama, Hankook, and others), professional workshop services for installation and maintenance, and managed tire storage (däckhotell) under a hybrid online-to-offline go-to-market. Pricing is not publicly disclosed and is set at the workshop level, with selected tire brands including a 12-month roadside assistance insurance ('Hela vägen hem-försäkring'). The company markets through content, sports sponsorships (Swedish Handball National Team), charitable partnerships (Bris), and its authorized membership in Däckspecialisterna-DRF, and maintains a 4.7/5.0 Google rating from 18,757 reviews as a primary trust signal.

Name

Dackpartner

Legal name

Däckpartner Sverige AB

Website

https://dackpartner.se

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Däckpartner is a Swedish tire and wheel retailer operating over 170 workshops nationwide, selling winter and summer tires, rims, and complete wheel packages from leading manufacturers to individual vehicle owners and corporate fleet customers, complemented by installation, alignment, and seasonal storage services.

Ownership category

akta.pro rank

Product category

Tire Retail and Workshop Services

NAICS

Tire Dealers (441340), Tire and Tube Merchant Wholesalers (423130), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Tires & Inner Tubes (3011)

akta.pro primary industry

Retail Tire Sales & Installation (Consumer) (TLAKADAA)

akta.pro secondary industries

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD), Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH)

Keywords

• Tire retail services
• Wheel distribution
• Tire storage solutions
• Wheel alignment services
• Automotive workshop services

Headquarters

HQ city

Solna

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tire Sales: One-time product sales of tires (winter, summer, all-season) from leading manufacturers including Continental, Goodyear, Michelin, Nokian, Pirelli, Yokohama, Hankook, and others. Sales through online shop and physical workshops.
2. Rim/Wheel Sales: Sales of aluminum and steel rims from brands including DEZENT, Nitro, AEZ, OZ, GMP, CSP, MAK, and specialty brands through Special Wheels, OCL Brorssons, and Rautamo.
3. Workshop Services: Professional services including tire mounting, wheel alignment (hjulinställning), tire repair, AC service, oil change, and emergency tire service performed at workshop locations.
4. Tire Hotel/Storage: Tire storage services (däckhotell) where customers can store their tires at workshop facilities when not in use, including cleaning and inspection during storage.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Däckpartner is a Swedish tire and wheel retailer selling winter tires (studded and studless), summer tires, and rims from leading manufacturers including Continental, Goodyear, Michelin, Nokian, Pirelli, Yokohama, and Hankook. Customers order online via dackpartner.se or visit any of over 170 workshops nationwide for professional services including tire mounting, wheel alignment, tire repair, AC service, oil change, and tire storage (däckhotell). The company also serves corporate fleets through a dedicated Företagslösning offering.

Product overview

Däckpartner is a Swedish tire retailer and workshop network operating over 170 workshops across Sweden. The company offers a comprehensive portfolio of tires (winter, summer), rims from multiple brands (Special Wheels, OCL Brorssons, Rautamo, plus branded options like BBS, RIAL, Vossen, BROCK, DEZENT, Nitro, AEZ, OZ, GMP, MSW, ATS, Image, Breyton), and complete wheel packages (tire + rim bundles). Core products include winter tires (available as studded dubbdäck and studless friktionsdäck), summer tires, and rims in various materials (aluminum, steel) and styles. Supporting services include tire storage (däckhotell), wheel changes, tire repair, wheel alignment, and a 12-month roadside assistance insurance (Hela vägen hem-försäkring) included with select tire brands. The company also sells through multiple rim brand sub-brands including Special Wheels, OCL Brorssons, and Rautamo.

Differentiator

Problem solved

Functional benefit

Products and services

• Vinterdäck (Winter Tires) Winter tires available in studded (dubbdäck) and studless (friktionsdäck/friction) variants, designed for cold weather and snowy or icy road conditions common in Sweden. Sold through the online shop and installed at any of the 170+ workshops.
• Sommardäck (Summer Tires) Summer tires designed for warm weather conditions, providing grip and short braking distances on both dry and wet roads. Distributed through the online shop and physical workshops.
• Fälgar (Rims/Wheels) Wheel rims available in aluminum and steel materials across multiple sizes, finishes, and styles for different vehicle types. Sourced from multiple brands including DEZENT, Nitro, AEZ, OZ, GMP, CSP, MAK, BBS, RIAL, Vossen, BROCK, MSW, ATS, Image, and Breyton.
• Kompletta vinterdäck med fälg (Complete Winter Wheel Sets) Complete wheel packages combining winter tires pre-mounted on rims, designed for easy seasonal tire changes. Available as a single bundled unit to simplify ordering and installation.
• Kompletta sommardäck med fälg (Complete Summer Wheel Sets) Complete wheel packages combining summer tires pre-mounted on rims for easy seasonal tire changes. Sold as a single bundled unit through the online shop and workshop network.
• Däckhotell (Tire Storage Service) Professional tire storage service in which off-season tires are cleaned, inspected, and stored in cool, dark conditions at workshop facilities. Addresses customer need for off-season tire storage when home space is limited.
• Hjulskifte (Wheel Change Service) Seasonal wheel change service covering mounting and balancing of tires on rims at one of over 170 workshops across Sweden.
• Däckreparation (Tire Repair) Tire repair service for punctures and damage, available at workshop locations.
• Hjulinställning (Wheel Alignment) Wheel alignment service to ensure proper tire positioning and even wear, performed at workshop locations.
• Hela vägen hem-försäkring (Roadside Assistance Insurance) 12-month roadside assistance insurance bundled free of charge with purchases of selected tire brands, providing free on-road assistance in the event of a puncture.

Quantifiable outcome

• 4.7 out of 5.0 rating on Google based on 18,757 reviews

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Däckspecialisterna-DRFcoreStrategic or Co-development PartnerDäckpartner is an authorized member of Däckspecialisterna (Däck-, Fälg- och Serviceverkstädernas Riksförbund), Sweden's national trade organization for tire, rim, and service workshops. This affiliation provides quality assurance, consumer protection through an agreement with Konsumentverket, and ensures member workshops maintain required competency levels and comply with applicable laws and regulations.
• Bris (Barnens Rätt i Samhället)minorOthersDäckpartner supports Bris, an organization for children's rights in society, through both central contributions and local initiatives from workshops across Sweden to help Bris continue supporting children and youth.
• Svenska Handbollslandslaget (Swedish Handball National Team)minorGTM or Marketing PartnerDäckpartner is a proud partner of the Swedish Handball National Teams, with visibility during men's and women's home international matches.
• Special Wheels (Hertel Group)coreChannel Partner/ Reseller/ DistributorSpecial Wheels (formerly Specialfälgar), part of Hertel Group, is one of Sweden's broadest suppliers of steel and alloy rims since 1993. They stock rims in Kungsbacka and Eksjö, enabling fast overnight delivery to Däckpartner workshops nationwide. Brands include Nitro Wheels, Advanti Racing, ATS, Breyton, Ballistic, Image Wheels, CSP, TSW, and OZ.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Däckia: Swedish tire and wheel workshop chain offering tire sales, mounting, storage and related services through a partner workshop model. Closely comparable service offering and customer base to Däckpartner, with a similar focus on the Swedish consumer market.
• Däckteam: Swedish tire and wheel workshop chain operating a partner-garage network for installation and seasonal tire changes. Directly comparable service model and target customer to Däckpartner's 170+ workshop network.
• First Stop: European tire and automotive service network (Bridgestone-owned) active in Sweden. Competes directly with Däckpartner on consumer and fleet tire service, with similar workshop-based delivery.
• Däckonline: Swedish online-first tire and wheel retailer that sells direct to consumers and ships to local partner workshops for installation. Directly competes with Däckpartner on consumer tire sales, though without a comparable owned workshop footprint.

Broad incumbents

• Euromaster: Pan-European tire and vehicle maintenance service network (Michelin-owned) with a Swedish presence. Comparable service offering (tire sales, mounting, alignment, fleet services) at much broader European scale.
• Mekonomen: Nordic auto parts and workshop chain with broad vehicle service offering beyond tires. Comparable on the workshop service side and on Nordic consumer customer base, though with a wider product/category mix than Däckpartner's tire-focused model.
• Vianor: Nordic and European tire retail and service chain owned by Continental, with hundreds of service points across the Nordics, Baltics and Central Europe. Overlaps directly with Däckpartner's Sweden-focused workshop model while operating at much larger multi-country scale.
• AD Bildelar: Swedish auto parts distributor and workshop affiliate serving consumers and workshops. Relevant comparable for the parts distribution and workshop service model, though broader in scope than Däckpartner's tire specialization.
• Norauto: European multi-category auto service and tire retail chain with Swedish locations. Comparable on consumer tire sales and vehicle maintenance services, with broader automotive category scope than Däckpartner.

Others

• Nokian Tyres: Nordic-origin tire manufacturer (now under Bridgestone ownership) and one of the leading brands carried by Däckpartner. Not a direct competitor but a key supplier and category-defining peer shaping the Nordic tire demand environment in which Däckpartner operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/DackpartnerSverige

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 Dackpartner