TULI

What TULI does

Tuli d.o.o. is a Slovenia-based e-commerce distributor of mechanical engineering components, founded in 1991 and headquartered in Ljubljana. The company operates the Tuli Shop (tuli-shop.com), an online storefront shipping worldwide and serving machine builders, manufacturers, hobbyists, and industrial maintenance buyers who source linear motion products (guide rails, ball spindles, linear bushings and shafts, modules, actuators), aluminum profile systems with joining elements, bearings (radial, roller, thrust, spherical, plain), and power transmission components (racks, pinions, chains, sprockets). Tuli acts as a multi-brand distributor carrying components from NSK, SKF, THK, Bosch Rexroth, igus, and Nippon Bearing, and differentiates with cut-to-length machining for linear rails, a custom in-house 3D aluminum frame design service, and a no-minimum-order policy. The storefront supports multiple currencies (USD, EUR) and languages (Slovenian, Croatian, Spanish, French, Italian), and accepts payment via PayPal, Visa, Mastercard, Maestro, and American Express.

Tuli's business model is direct-to-consumer one-time e-commerce sales at per-unit pricing, with an optional registered-account membership discount program rather than subscription contracts. The platform embeds an AI-powered text assistant named Max Mechano, which functions as a knowledge-retrieval and product-recommendation layer curated by chief engineer Jure Pleško, complemented by a content marketing apparatus (technical blog, e-brochures, email newsletter) targeting engineers and machine builders. Marketing and distribution are exclusively self-serve e-commerce via the owned storefront; no third-party marketplaces, channel partner resellers, or sales-led outbound motions are disclosed. The company is privately held by independent ownership (no disclosed investors or parent), operates with 1-10 employees, and is certified by Trusted Shops for buyer protection and by Bisnode at AAA creditworthiness.

Name

TULI

Legal name

Tuli d.o.o.

Website

https://tuli.si

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

Tuli d.o.o. is a Slovenia-based e-commerce distributor selling bearings, linear motion products, aluminum profile systems, and power transmission components from brands including NSK, SKF, THK, and igus to machine builders and SMB manufacturers worldwide via its multi-language Tuli Shop storefront.

Ownership category

akta.pro rank

Headquarters

HQ city

Ljubljana

HQ country

Slovenia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Tuli generates revenue through direct e-commerce sales of mechanical components including linear motion products, aluminum profile systems, bearings, and power transmission systems. The transaction model is one-time purchase based with no minimum order requirements. Customers can create accounts for membership discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Tuli operates an e-commerce distribution platform for mechanical engineering components, selling linear motion products (guide rails, ball spindles, linear bushings, modules, actuators), aluminum profile systems, bearings, and power transmission systems sourced from multiple manufacturers. The company offers custom sizing (cutting guide rails and shafts to desired lengths), in-house 3D frame design and assembly services for aluminum profile structures, and an AI-powered technical advisor called Max Mechano to assist customers with product selection.

Product overview

TULI operates as an industrial components e-commerce platform specializing in mechanical engineering products. The core offering spans four main product categories: Linear Motion Products (including guide rails, ball spindles, linear bushings, modules, and actuators), Alu Profile Systems (aluminum structural profiles with joining elements and accessories), Bearings (radial, thrust, spherical, and specialized bearings), and Power Transmission Systems (racks, pinions, chains, and sprockets). The platform features an AI-powered assistant called Max Mechano that provides product recommendations. TULI carries multiple branded products from manufacturers including Nippon Bearing, NSK, SKF, THK, Bosch Rexroth, and igus. All linear motion products can be cut to custom lengths, and the company offers custom 3D frame design services for aluminum profile systems.

Differentiator

Problem solved

Functional benefit

Brands

• Max Mechano: AI colleague curated by Tuli's chief engineer Jure Pleško that translates technical specs into plain advice and provides product recommendations.

Products and services

• Linear Motion Products Comprehensive range of linear motion components including linear guide rails, ball spindles, linear bushings and shafts, trapezoidal screws, linear modules, actuators, and accessories, suitable for CNC machines, 3D printers, and industrial automation. All bearing rails and shafts can be cut to desired length.
• Alu Profile Systems Aluminum profile system with profiles, joining elements, and accessories for constructing machine frames, workstations, and machine fencing. Includes custom in-house 3D frame design service; can be supplied flat packed or pre-assembled.
• Bearings Extensive range of bearings from multiple producers including radial ball bearings, radial roller bearings, thrust bearings, spherical plain bearings, rod ends, plain bearings, and bearing housings, as well as ball transfer units for material handling applications.
• Power Transmission Systems Mechanical power transmission components including racks and pinions, chains and sprockets for industrial machinery applications.
• Max Mechano (AI Technical Advisor)

Quantifiable outcome

• 34 years of experience supplying mechanical components

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability3 records

Partnerships

One partnership is on record.

• Max Mechano (AI Technical Assistant)coreOthersAI-powered technical advisor curated by Tuli's chief engineer Jure Pleško. Max Mechano provides product recommendations, translates technical specifications into practical advice, and shares installation guidance to assist customers with product selection and application.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• igus: German manufacturer of polymer bearings, linear guides, and cable chains that sells directly online; competes with Tuli on the same product families and customer use cases.
• Misumi: Japan-headquartered B2B e-commerce platform for mechanical components (linear motion, aluminum profiles, bearings) with cut-to-size and configurator services — directly comparable to Tuli's catalog and value-added engineering positioning.
• McMaster-Carr: U.S.-based industrial components e-commerce distributor offering millions of SKUs across bearings, linear motion, fasteners, and structural materials; the closest analog to Tuli's model of broad industrial component e-commerce with quick fulfillment.
• 123bearing: European online specialist in bearings and power transmission serving SMBs and individual buyers with no-minimum ordering; closely overlaps Tuli's bearings catalog and customer segment.
• item (item Industrietechnik): Manufacturer and direct seller of modular aluminum profile systems with online configurators and engineered framing services — directly competes with Tuli's alu profile systems category and 3D frame design service.
• RS Components: Global distributor of industrial and electronic components with multi-country e-commerce; serves machine builders and engineers with a comparable mix of bearings, linear motion, and power transmission products.

Broad incumbents

• Bossard: Swiss-headquartered industrial fastener and assembly solutions distributor with engineering services; overlaps Tuli's joining-elements and aluminum-profile-assembly categories as part of a broader fastening and assembly business.
• Farnell / element14: Global distributor of electronic and industrial components with multi-country e-commerce; serves similar maker and engineering customers though with stronger electronics than mechanical focus.
• Grainger: U.S. broad-line industrial supplies distributor with massive catalog and enterprise B2B relationships; overlaps Tuli's bearings and power transmission categories but as part of a much wider maintenance/operations portfolio.

Others

• DirectIndustry: Online industrial B2B marketplace connecting buyers with manufacturers and distributors of mechanical and industrial components — comparable channel environment though Tuli operates as a first-party seller rather than a marketplace.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/tulidoo
• Facebookfacebook.com/tuliljubljana
• LinkedInlinkedin.com/company/tuli-d-o-o-ljubljana

Compliance2 records

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 TULI