Auto maailm

What Auto maailm does

Auto maailm (operated by Salome Auto AS) is an Estonian multi-category retail and e-commerce company selling motor vehicle parts, accessories, tools, motorcycle goods, and leisure products to both individual consumers and B2B buyers. The company operates 22 physical showrooms across Estonia — including three in Tallinn and coverage of Tartu, Pärnu, Narva, Haapsalu, Kuressaare, Rakvere, Jõhvi, Viljandi, Valga, and Võru — alongside a Magento-based e-commerce storefront at automaailm.ee. Its assortments span auto spare parts, tires, batteries, auto chemicals, electronics, gas torches, work tools and safety footwear, motorcycle goods, electric bicycles, and children's recreational products; it also carries multiple international brands (Högert, Liqui Moly, Soft99, Berg, IGLOO, Dunlop, Uvex, KEMNITZ).

The business makes money across three streams: (1) retail sales of automotive parts and related goods through stores and online, supported by a Kliendikaart loyalty card and Kinkekaart gift cards, with product-level unit pricing in EUR and installment payment options via partner financing; (2) automotive services — repair, maintenance, car wash, technical inspection brokerage, and trailer/ATV repair — at physical locations; and (3) vehicle sales and rental, including new commercial vans and used cars via a dedicated subdomain (autod.automaailm.ee) operating in Tartu, Valga, Võru, and Kuressaare. A separate B2B wholesale channel branded Salome Auto targets enterprise/workshop buyers with dedicated hours (E–R 8:00–17:00) and a dedicated phone line. Customer segments are organized horizontally across individual car owners, motorcycle owners, professional workshops and mechanics, and leisure/recreation enthusiasts. The company is privately held, founded in 1993 (firmographic data; the Salome Auto AS legal entity dates from 2008), headquartered in Tallinn, and employs 51–100 people. No external funding, M&A, or geographic expansion beyond Estonia is disclosed.

Name

Auto maailm

Legal name

Salome Auto AS

Website

https://automaailm.ee

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Auto maailm (Salome Auto AS) is an Estonian multi-category retailer and e-commerce operator selling auto parts, motorcycle goods, work tools, and leisure products through 22 physical stores nationwide and a Magento online store, serving individual consumers, professional workshops, and recreation enthusiasts.

Ownership category

akta.pro rank

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices21 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales of Automotive Parts and Goods: Sale of automotive parts, accessories, tools, motorcycle goods, work equipment, and leisure products through physical stores and e-commerce platform. One-time transactional sales with optional customer loyalty card for discounts.
2. Automotive Services: Car repair, maintenance, car wash, technical inspection, and rental services offered at physical locations.
3. Car Sales and Rental: Sale of new and used vans/transport vehicles, car rental services in Tartu, Valga, Võru, and Kuressaare.

Pricing tiers

Distribution channels3 records

Marketing channels4 records

Core offering

Auto maailm (operated by Salome Auto AS) is an Estonian omnichannel retailer selling automotive spare parts, tires, batteries, chemicals, and accessories, plus motorcycle goods, professional work tools, and leisure products such as electric bicycles and children's ride-on vehicles. The company complements retail with in-store services including car repair and maintenance, car wash, technical inspection, fire extinguisher checks, and car rental, alongside new and used commercial vehicle sales through a separate portal. Customers can purchase through 22 physical stores across Estonia or the automaailm.ee Magento e-commerce platform, with a wholesale B2B channel via Salome Auto.

Product overview

Auto maailm is an Estonian multi-category retail and e-commerce company operating under parent company Salome Auto AS. The business operates as a unified platform combining automotive parts retail (Autokaubad), motorcycle goods (Motokaubad), work tools (Töövahendid), and leisure products (Vaba aeg). The product portfolio includes auto spare parts, tires, batteries, electronics, car chemicals, specialized tools, gas torches, work safety equipment, electric bicycles, children's ride-on vehicles, and trampolines. Beyond retail, Auto maailm offers complementary services including car repair and maintenance, car wash, car rental, and vehicle sales through a separate platform (autod.automaailm.ee). The company operates physical stores across 18 Estonian cities with a central e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Autokaubad (Auto Goods) Core automotive retail category offering spare parts, tires, batteries, auto chemicals, bulbs, cleaning products, electrical accessories, electric car accessories, trailer accessories, interior equipment, technical inspection supplies, and tuning parts for Estonian car owners.
• Motokaubad (Motorcycle Goods) Retail category for motorcycle and powersports products including scooters/ATVs, helmets, motorcycle batteries, motorcycle tires, oils and lubricants, spare parts, riding clothing, gloves, masks, and accessories.
• Töövahendid (Work Tools) Professional and consumer tools category offering electric and battery-powered tools, specialized automotive tools, workshop equipment, aerosol paints, gas torches, work gloves, and safety footwear for workshops and DIY users.
• Vaba aeg (Leisure Products) Leisure and recreation retail category offering electric bicycles, bicycle accessories, camping equipment, home goods, children's products (electric ride-on cars in 6V/12V/24V, pedal vehicles, balance bikes, trampolines, playhouses), and floorball (saalihoki) equipment.
• Teenused (Automotive Services) In-store automotive service offerings including car repair and maintenance (oil change, brake service, timing belt/chain replacement, diagnostics, electrical work, bodywork, painting, welding/muffler work, suspension check, alignment), car wash, ATV repair, trailer repair, technical inspection intermediation, fire extinguisher testing, and repair of children's electric cars and scooters.
• Automüük ja Autorent (Vehicle Sales and Rental) Sale of new commercial vans and used cars, plus car rental and replacement-car services operated via the autod.automaailm.ee portal across locations in Tartu, Valga, Võru, and Kuressaare.
• Kliendikaart (Customer Loyalty Card) Customer loyalty card program offering discounts on retail purchases at Auto maailm stores and on the e-commerce platform.
• Kinkekaart (Gift Card) Gift card product that customers can purchase as gifts for friends and family to redeem at Auto maailm.
• Salome Auto hulgimüük (Wholesale Channel) B2B wholesale channel operated by parent Salome Auto AS for business customers (workshops, service centers), with operating hours E–R 8:00–17:00 and dedicated contact +372 5350 6516.

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered parent company and minor.

• Salome Auto ASparent companyOthersParent company of Automaailm retail chain. Also operates Salome Auto wholesale channel (B2B sales) with contact at +372 5350 6516. Copyright shows company entity as '© Salome Auto AS 2008-2033'.
• Installment Payment ProvidersminorChannel Partner/ Reseller/ DistributorPartnerships with installment payment providers offering customers flexible payment options for purchases through the Partner section (Koostööpartnerid).

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Würth: Global market leader in professional tools, fasteners, and workshop supplies serving automotive and industrial workshops. Comparable to the Töövahendid and B2B wholesale portion of Automaailm's business.
• LKQ Corporation: Global auto parts distributor and retailer operating across North America, Europe, and the UK. Provides a comparable broader-scale industrial blueprint for auto parts distribution and retail, though at much larger scale than Automaailm.

Direct peers

• Halfords: UK retailer of auto parts, accessories, bicycles, and leisure products with both physical stores and e-commerce. Analogous multi-category model blending automotive goods with cycling and leisure categories, with comparable in-store services.
• Clas Ohlson: Nordic multi-category retailer selling tools, auto accessories, leisure products, and home goods across stores and online. Comparable multi-category assortment model with strong DIY and automotive emphasis across the Nordic region.
• autodoc: Europe's largest online auto parts retailer operating across more than 25 countries including the Baltics. Direct e-commerce competitor that demonstrates the digital-native threat to Automaailm's retail model.
• Jula: Nordic DIY and auto parts retailer with physical stores and e-commerce across multiple Nordic countries. Similar broad product assortment covering automotive supplies, work tools, leisure, and household goods, with comparable multi-category GTM.
• Euro Car Parts: UK-based auto parts retailer with extensive product range covering vehicle parts, accessories, tools, and workshop supplies. Comparable multi-channel retailer with both trade and consumer B2C/B2B exposure.
• Mekonomen: Nordic auto parts retailer and service chain operating stores and workshops across Sweden, Norway, Denmark, Finland, and the Baltics. Closely comparable vertical integration of parts retail plus repair services that mirrors Automaailm's business model.
• Biltema: Nordic multi-category discount retailer selling auto parts, tools, leisure, and outdoor products across Sweden, Norway, Finland, and Denmark. Highly comparable to Automaailm's multi-category model combining automotive, tools, and leisure goods under one retail concept.

Emerging players

• Oscaro: European online auto parts retailer operating in France, Spain, Portugal, and expanding. Representative digital-native competitor that pressures traditional brick-and-mortar auto parts retailers like Automaailm in their respective markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/automaailm
• Xx.com/automaailm
• LinkedInlinkedin.com/company/salome-auto

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 Auto maailm