Picard

What Picard does

Picard (legal entity Friedrich PICARD GmbH & Co. KG) is a third-generation, family-owned German B2B distributor headquartered in Bochum, founded in 1922. The company operates as one of the largest specialist trade distributors of rolling bearings, plain bearings, linear motion technology, V-belts, seals, and accessories in Europe, carrying over 55,000 SKUs from premium manufacturers and alternative brands. Its go-to-market is exclusively B2B through a dealer-only online shop (shop.picard.de) requiring account registration, supported by a self-service linear guideway configurator and multi-language storefronts covering at least 14 languages.

Picard employs approximately 250 people from 38 nationalities speaking 27 languages and serves nearly 4,000 specialist trade customers across more than 90 countries. Its operational backbone is a same-day shipping guarantee for orders received by 7pm CET, with dispatch via ship, lorry, or airplane depending on destination, and a double-check quality control process on outgoing shipments. The company holds official-supplier designations from premium manufacturer partners dating from 2013 and 2018, and in 2025 acquired official membership in an industry organization.

Revenue is generated through one-time wholesale product sales; pricing is not publicly disclosed. Picard monetizes its position as the supply-chain bridge between premium manufacturers and fragmented technical specialist dealers, capturing value through SKU breadth, authorized distribution, and logistics speed. The company announced up to $50 million in senior secured debt financing in December 2024, its first disclosed external capital event, while remaining a privately held, family-controlled enterprise with Hans-Martin Reinhardt as Managing Director.

Name

Picard

Legal name

Friedrich PICARD GmbH & Co. KG

Website

https://picard.de

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

11–50 employees

Short description

Picard is a 100-year-old, family-owned German B2B distributor specializing in rolling bearings, linear motion technology, and related components, serving nearly 4,000 specialist trade customers across 90+ countries through a dealer-only online shop with same-day shipping.

Ownership category

akta.pro rank

Product category

Industrial Component Distribution

NAICS

Industrial Supplies Merchant Wholesalers (42384), Industrial Supplies Merchant Wholesalers (423840), Service Establishment Equipment and Supplies Merchant Wholesalers (42385)

SIC

Ball & Roller Bearings (3562), Wholesale-Durable Goods (5000), Wholesale-Durable Goods, Nec (5099)

akta.pro primary industry

Shoe & Leather Care (Polishes, Protectants, Cleaners) (CRADAKAL)

Keywords

• Rolling bearings distribution
• Linear motion technology
• Industrial component wholesale
• Bearing supply specialist
• Linear guideway distribution

Headquarters

HQ city

Bochum

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Distribution: Wholesale distribution of rolling bearings, linear motion technology, V-belts, seals, and accessories to specialist technical trade. Products sourced from premium manufacturers and alternative brands. Revenue generated through product sales with same-day shipping capability.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

PICARD is a B2B wholesale distributor of rolling bearings, plain bearings, linear motion technology, V-belts, seals, and accessories, selling exclusively to the technical specialist trade through their online shop at shop.picard.de. They stock over 55,000 product items from premium manufacturers and high-value alternative brands, with guaranteed same-day worldwide shipping for orders received by 7 pm CET and a self-service linear guideway configuration tool.

Product overview

Picard operates as a B2B industrial components distributor with two core offerings: the PICARD Onlineshop (a comprehensive e-commerce platform) and the PICARD Produktkonfigurator (linear guideways configuration tool). The online shop serves specialist trade exclusively, offering over 55,000 items across rolling bearings, plain bearings, linear motion technology, V-belts, seals, and accessories from premium and alternative brands. Same-day shipping is guaranteed for orders placed by 7 pm CET.

Differentiator

Problem solved

Functional benefit

Brands

• The Glasshouse: Employee restaurant offering freshly cooked meals in organic quality, including smoothies, bowls, salads, soups, meat, fish, and vegetarian dishes from around the world.

Products and services

• PICARD Onlineshop B2B e-commerce platform exclusively for the specialist trade, offering over 55,000 items across rolling bearings, plain bearings, linear motion technology, V-belts, seals, and accessories from premium manufacturers and high-value alternative brands. Features account-based access for registered specialist dealers, navigation and search tools, self-service linear guideway configuration, and guaranteed same-day worldwide shipping for orders received by 7 pm CET. Available in 12+ languages.

Quantifiable outcome

• Same-day shipping for orders received by 7 pm CET
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• BDI (Bearing Distributors Inc.): One of North America's largest distributors of bearings, power transmission and linear motion products to industrial customers. Directly comparable to Picard as a multi-brand bearing/linear motion specialist distributor serving the MRO and OEM trade channel.
• Applied Industrial Technologies: Large US-based industrial distributor with a substantial bearings, power transmission and fluid power business serving MRO and OEM customers. Comparable to Picard in product categories (bearings, linear motion) and B2B distribution model, though significantly larger in scale.
• Findling Wälzlager: German specialist bearing distributor focused on rolling bearings and linear technology, similar in niche positioning to Picard. Comparable in product mix, customer base (technical specialist trade) and DACH regional orientation.
• ERIKS (Yageo Group): European industrial distribution specialist offering bearings, seals, power transmission and fluid power products. Directly competes with Picard in the European technical specialist trade, with comparable multi-brand positioning and industrial MRO customer base.
• RWG (Robert Walter Group): German-based industrial distributor of bearings, linear technology and drive technology. Direct competitor to Picard in the DACH region's technical specialist trade with overlapping product categories and customer base.

Broad incumbents

• Timken Company: Global manufacturer of engineered bearings and power transmission products with an industrial distribution footprint. Overlaps with Picard in the bearings category through both product offerings and distributor relationships in the technical trade channel.
• SKF: World's largest rolling bearing manufacturer with an extensive own distribution network. Competes with Picard both as a supplier source and as a distribution channel for SKF products; comparable because SKF reaches many of the same specialist trade customers through its own authorized distributor programs.
• Schaeffler Group: Global manufacturer of rolling bearings (INA, FAG brands) and linear motion products with significant own distribution. A primary supplier-partner for Picard and a competitor to the extent Schaeffler sells direct or via alternative distributors to the same technical trade.
• Rexnord Corporation (Regal Rexnord): US-listed industrial manufacturer and distributor of bearings, power transmission and motion control products. Comparable product portfolio to Picard's range, with broader industrial customer reach but less specialist-trade focus.
• NSK Ltd. Japanese bearing and linear motion manufacturer with European distribution operations and authorized distributor programs. Comparable to Picard as a partner/competitor in the European bearing distribution value chain.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Picard