TRI International Sourcing & Trading

What TRI International Sourcing & Trading does

TRI International Sourcing & Trading GmbH is a German B2B wholesale sourcing and trading company that develops and distributes consumer goods to retail partners across the DACH region and Central Europe. Founded in 1988 as an importer of innovative consumer goods, the company operates as a wholly-owned subsidiary of Versandhaus Walz, the diversified mail-order group that also controls babywalz, walzvital, and moderne-hausfrau. TRI sources internationally and supplies retail assortment across 23 product categories spanning baby and toddler clothing, kitchen, household, garden, hobby, wellness, health, fitness, relaxation, and senior-care/mobility aids. Products are sold both under five proprietary own-brand labels (genialo, viva domo, solini, babycab, bornino) and as distribution for third-party brands.

The company's go-to-market is a quote-based B2B wholesale model in which retail partners — mail-order houses, department stores, and specialty retailers — order directly through a sales email channel. Distribution is entirely indirect: TRI has no direct-to-consumer channel of its own and instead relies on its partners' catalogs, e-commerce sites, and physical stores. Non-binding retail price recommendations (UVP) are published for consumer-facing display, but actual wholesale purchase prices are negotiated per quote. The product range spans from roughly €4 to over €450 per item.

TRI's customer base includes its parent Versandhaus Walz and sister brand babywalz (40+ stores in Germany, Austria, and Switzerland), plus external partners such as Weltbild, Bader, Westfalia, Wenko, 123 Versand, Jungborn, Haus + Hobby, and Czech-market partner Velky Kosik. No revenue, headcount, or financial performance figures are disclosed; the company is a privately held GmbH with 11-50 employees based in Bad Waldsee, Germany. There is no evidence of digital marketing, direct e-commerce, proprietary technology platforms, AI/ML capabilities, patents, or external funding.

Name

TRI International Sourcing & Trading

Legal name

TRI International Sourcing & Trading GmbH

Website

https://tri-international.de

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

TRI International Sourcing & Trading GmbH is a German B2B wholesale subsidiary of Versandhaus Walz that sources and distributes innovative consumer goods across 23 categories — baby, household, wellness, garden, and senior-care — to DACH and Central European retail partners under five own brands plus third-party distribution.

Ownership category

akta.pro rank

Product category

Consumer Goods Wholesale Distribution

NAICS

Wholesale Trade Agents and Brokers (4251)

SIC

Wholesale-Misc Durable Goods (5090), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

akta.pro secondary industry

Wholesale Dropship & Bulk Import/Export Sourcing Marketplaces (CRAFAHAO)

Keywords

• Consumer goods wholesale
• Product sourcing services
• Private label distribution
• Retail assortment supply
• Brand portfolio management

Headquarters

HQ city

Bad Waldsee

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale to Retail Partners: Wholesale distribution of consumer goods to retail partners including mail-order companies, department stores, and specialty retailers. Products sold under both own brands (genialo, viva domo, solini, babycab, bornino) and distribution brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Core offering

TRI International Sourcing & Trading GmbH is a B2B wholesale distributor that sources consumer goods internationally and supplies retail partners across the DACH region and Central Europe. The company operates a portfolio of own-developed brands (such as genialo, viva domo, solini, babycab, and bornino) alongside exclusive distribution brands spanning 23 product categories, targeting mail-order companies, department stores, and specialty retailers.

Product overview

TRI International operates as a B2B sourcing and trading company offering an extensive catalog of innovative consumer goods across diverse product categories including baby and toddler clothing, children's apparel, kitchen and household items, home textiles, bathroom products, garden and hobby items, health and wellness products, fitness equipment, and relaxation products. The company develops and distributes both proprietary brands (geniaL, viva domo, solini, babycab, bornino) and distributes third-party brands through partnerships with major mail-order houses and wholesalers across Europe.

Differentiator

Problem solved

Functional benefit

Brands

• genialo: Own brand for innovative consumer goods
• viva domo
• solini
• babycab
• bornino

Products and services

• genialo / geniaL
• viva domo
• solini
• babycab
• bornino

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Versandhaus WalzcoreChannel Partner/ Reseller/ Distributor · 1 January 1988Parent company of TRI International. Major German mail-order company with over 60 years of history. Served as founding parent when TRI was established in 1988. Distribution through catalogs, web shops, and babywalz specialty stores (40+ locations in Germany, Austria & Switzerland).
• babywalzcoreChannel Partner/ Reseller/ DistributorPremium baby and toddler products retailer with over 30,000 high-quality articles for mothers and children. Operates 40+ stores in Germany, Austria & Switzerland. Offers baby products, strollers, toys, and maternity clothing.
• WalzvitalminorChannel Partner/ Reseller/ DistributorCompetent partner for health and well-being. Practical products for movement, safety, health, and relaxation. Caters to senior care market segment.
• Moderner HausfrauminorChannel Partner/ Reseller/ DistributorOriginal and distinctive assortment since 1967 in categories: practical helpers, household, kitchen, bathroom, garden, leisure, fashion, decoration.
• WeltbildminorChannel Partner/ Reseller/ DistributorMajor German mail-order company and e-commerce retailer. Success story spanning decades.
• BaderminorChannel Partner/ Reseller/ DistributorGerman department store chain operating in the mail-order and retail sectors.
• 123 VersandminorChannel Partner/ Reseller/ DistributorGerman mail-order company serving as a sortiment partner.
• WestfaliaminorChannel Partner/ Reseller/ DistributorGerman mail-order company specializing in tools, garden, and home products.
• WenkominorChannel Partner/ Reseller/ DistributorGerman household goods and home accessories specialist retailer.
• JungbornminorChannel Partner/ Reseller/ DistributorSortiment partner operating in the mail-order sector.
• Haus + HobbyminorChannel Partner/ Reseller/ DistributorSortiment partner in the household and hobby retail segment.
• Velky KosikminorChannel Partner/ Reseller/ DistributorCentral European sortiment partner, likely operating in the Czech market.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Metro AG / Makro: Major European B2B cash-and-carry and foodservice distributor serving HoReCa and trade customers with broad consumer-goods assortment; overlaps TRI's B2B wholesale/distribution role at much larger scale.
• Lyreco Group: Large European B2B distributor of office supplies, workplace products, and facility consumables; comparable in B2B wholesale distribution model serving professional buyers across multiple categories.
• Otto Group: Major German mail-order and e-commerce conglomerate with broad consumer-goods assortment across multiple retail brands; overlaps TRI's mail-order sortiment supply role as a large-scale buyer of consumer goods in DACH.
• Conrad Electronic SE: German-headquartered B2B/B2C multi-channel distributor of electronics and technical goods with proprietary brands and strong own-catalog heritage; comparable B2B wholesale model with own-brand development.

Direct peers

• Moderner Hausfrau / meine-hausfrau.de: Walz-group retail mail-order brand (est. 1967) for household, kitchen, garden, fashion, and decoration assortment that is supplied by TRI; functionally a captive retail counterpart to TRI's B2B wholesale role.
• Westfalia: Long-standing German mail-order and e-commerce retailer for tools, garden, and home products; named TRI distribution partner and comparable in offering breadth, sortiment model, and DACH mail-order orientation.
• babywalz: Sister retail brand within the Versandhaus Walz group operating 40+ stores and web shops in DE/AT/CH; shares TRI's captive retail alignment, baby-category focus, and parent-group structure.
• Wenko (Wenko Wessels AG): German household goods and bath/accessories specialist that develops its own brands and distributes through retail and mail-order partners, structurally similar to TRI's household/living product lines and own-brand model.
• Erwin Müller Group: German mail-order and retail group operating Heissner, Buttinette, and Wohnglück with a broad consumer-goods assortment; comparable sortiment, B2B private-label, and DACH-centric wholesale model.

Regional players

• Velky Kosik: Czech e-commerce/mail-order retailer for general consumer goods; named TRI distribution partner and provides a regional (non-DACH) channel, illustrating the cross-border extension of the sortiment model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 TRI International Sourcing & Trading