Interwheel

What Interwheel does

Interwheel Sweden AB is a B2B wholesale distributor of tires, rims, and complete wheels, headquartered in Landvetter, Sweden, and operating as a wholly-owned subsidiary within Hedin Mobility Group's Hedin Parts and Logistics division. The company serves two primary customer segments: tire retailers (återförsäljare) — including major Swedish retail chains served through direct enterprise sales and independent retailers served via the e-commerce platform — and car dealerships (bilåterförsäljare) requiring complete wheel solutions for new/used vehicle sales and winter wheel packages. Interwheel is positioned as holding Sweden's largest range (Sveriges största utbud) of tires and rims, distributing the Cooper tire program (held via the Pro-Imp brand since 1989) and serving as the official Swedish distributor for Alutec rims.

The company operates a B2B e-commerce platform at shop.interwheel.se as its primary ordering channel, supplemented by direct field sales relationships with major retail chains and a content marketing program (the Hjulspåret knowledge blog plus downloadable retailer guides) for channel enablement. Its Landvetter facility combines a logistics/warehouse operation with a complete wheel assembly capability, allowing the company to deliver pre-assembled tire-and-rim packages to reseller customers across Sweden and the broader Nordic region. The technology footprint is a standard e-commerce stack with no disclosed AI/ML, API, or integration capabilities.

Interwheel was formed through the consolidation of three pre-existing Swedish tire wholesalers — Dawa Däck (one of Sweden's largest tire distributors), Pro-Imp (Cooper tire importer since 1989), and KW Wheels (wholesale company founded in June 2014) — under a unified Interwheel brand to strengthen market position. Revenue is generated through wholesale transaction fees and hardware sales on a quote-based B2B pricing model; no public pricing is disclosed. Approximately 40–100 employees support operations across sales, logistics, technical support, and wheel assembly. The company is privately held with no external funding rounds and no public listing.

Name

Interwheel

Legal name

Interwheel Sweden AB

Website

https://interwheel.se

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Interwheel Sweden AB is a B2B wholesale distributor of tires, rims, and complete wheels serving tire retailers and car dealerships across Sweden and the Nordics, operating as part of Hedin Mobility Group via its shop.interwheel.se e-commerce platform and Landvetter wheel assembly facility.

Ownership category

akta.pro rank

Product category

Tire and wheel wholesale distribution

NAICS

Tire and Tube Merchant Wholesalers (42313)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Tires, wheels & related supplies distribution (CRAOANAD)

Keywords

• Tire wholesale distribution
• Wheel and rim supply
• Complete wheel assembly
• B2B tire e-commerce
• Automotive aftermarket parts

Headquarters

HQ city

Landvetter

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Tire and Rim Distribution: Wholesale distribution of tires, rims, and complete wheels to tire retailers and car dealerships across Sweden and the Nordic region.
2. Complete Wheel Assembly: Production and assembly of complete wheels at their Landvetter facility, combining tires and rims for delivery to customers.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Interwheel is a B2B wholesale distributor of tires, rims, and complete pre-assembled wheels serving tire retailers and car dealerships in Sweden and the Nordic region. It operates the e-commerce platform shop.interwheel.se, which exposes Sweden's largest catalog of tires and rims, and assembles complete wheels at its Landvetter production facility. The company distributes established brands including Cooper (via Pro-Imp) and Alutec, with additional resale and technical support for resellers.

Product overview

Interwheel is a Swedish tire and wheel distributor and e-commerce platform operating as part of Hedin Mobility Group. The company consolidates three brands under the unified Interwheel brand: Dawa Däck (one of Sweden's largest tire wholesalers), Pro-Imp (Cooper tires importer since 1989), and KW Wheels (wholesale company established in 2014). Interwheel also distributes Alutec rims. The platform offers a comprehensive assortment of tires, rims, and complete wheels through their e-commerce platform shop.interwheel.se, serving major retail chains and independent retailers across the Nordic countries. They are positioned as a B2B partner for tire and wheel retailers, providing technical support, fast delivery, and a broad product range.

Differentiator

Problem solved

Functional benefit

Brands

• Dawa Däck: One of Sweden's largest tire wholesalers, now consolidated under Interwheel brand.
• Pro-Imp
• KW Wheels

Products and services

• Complete Wheels (Kompletta hjul) Pre-assembled complete wheels combining tires and rims, available in a comprehensive assortment covering various vehicle makes and models. Offered to B2B tire retailers and car dealerships as ready-to-mount units.
• Tires (Däck) Wholesale assortment of thousands of tires, including summer tires, winter tires (studded and studless), and all-season tires, sold through the B2B e-commerce platform for tire retailers and car dealerships across Sweden and the Nordics.
• Rims (Fälgar) Wholesale assortment of rims offered alongside the tire catalog to provide compatible tire-and-rim combinations, distributed by Interwheel Sweden AB.
• Dawa Däck Wholesale tire distribution brand established in Sweden, recognized as one of the country's largest tire wholesalers; consolidated under the Interwheel brand and continuing to operate as a recognized distribution sub-brand.
• Pro-Imp (Cooper Tire program) Importer and distributor of the Cooper tire program in Sweden since 1989, consolidated under the Interwheel brand as a sub-brand.
• KW Wheels Wholesale company for tires and rims founded in June 2014, consolidated under the Interwheel brand and operating as a recognized distribution sub-brand.
• Alutec Rims (Distribution) Distribution of Alutec rims in Sweden, giving Interwheel's B2B customers access to quality rim products combining style and function.

Quantifiable outcome

• Sweden's largest range of tires and rims
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• KW WheelscoreOthers · 1 June 2014KW Wheels is a wholesale company for tires and rims that started in June 2014. Now unified under the Interwheel brand.
• Pro-ImpcoreOthers · 1 January 1989Pro-Imp has imported and distributed Cooper's tire program in Sweden since 1989. Now unified under the Interwheel brand.
• Hedin Parts and Logistics (Hedin Mobility Group)coreOthersInterwheel is part of Hedin Parts and Logistics within Hedin Mobility Group - one of Europe's largest privately-owned car dealerships. This provides the company with stability, established distribution networks, and long-term partnership approach.
• AluteccoreChannel Partner/ Reseller/ DistributorInterwheel is the proud distributor of Alutec rims in Sweden, giving customers access to quality products combining style and function.
• Dawa Däck ABcoreOthersDawa Däck AB is one of Sweden's largest tire distributors. Under the Interwheel brand consolidation, Dawa Däck has been integrated along with Pro-Imp and KW Wheels.

Scale indicators3 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Däckia: Swedish tire retailer chain with wholesale supply operations. Directly comparable to Interwheel as a Sweden-based tire distributor serving retail and dealership customers.
• Point S: International tire and automotive service cooperative distributing tires across Europe. Comparable to Interwheel as a wholesale/distribution partner for independent tire retailers and workshops.
• First Stop: European B2B tire and maintenance service network with integrated wholesale and retail distribution across multiple countries. Comparable to Interwheel as a multi-country tire distributor serving retailers and workshops.
• Vianor: Nordic tire retail and wholesale chain owned by Continental, operating across the Nordics and Baltic states. Highly comparable to Interwheel given overlapping Nordic geography and dual retail/wholesale tire distribution model.

Broad incumbents

• Euromaster: Large European tire distributor and service network owned by Michelin, covering multiple countries including the Nordics. Comparable to Interwheel as a larger incumbent in the same wholesale-distribution category.
• Nokian Tyres: Nordic-headquartered tire manufacturer with strong winter tire portfolio and direct sales to Nordic retailers. Comparable as a Sweden/Nordics-based supplier that competes with Interwheel's distribution positioning.
• Continental Reifen Deutschland: Global tire manufacturer with direct distribution and captive retail networks across Europe. Comparable to Interwheel as a supplier and competitor in the Swedish tire distribution channel.

Emerging players

• Alzura / Tyre24 (Interpneu): European online B2B tire and wheel marketplace connecting distributors with retailers. Comparable to Interwheel as a digital-first wholesale platform for tires and rims.

Others

• Alutec (GMP Group): European alloy wheel brand whose products Interwheel distributes in Sweden. Comparable as a supplier/partner in the same rims distribution value chain.

Regional players

• Driver S: Swedish tire wholesaler supplying independent retailers. Direct Sweden-based competitor to Interwheel in the wholesale tire distribution segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/interwheel
• Instagraminstagram.com/interwheel.se
• Facebookfacebook.com/Interwheel

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 Interwheel