Dani Trading

What Dani Trading does

Dani Trading A/S is a Danish B2B distributor and webshop retailer of hydraulic, transmission, and electrical machine components, headquartered in Kolding, Denmark. Founded in 1999 as a 50/50 joint venture between Danish principals and Italian manufacturer AMA spa, the company has grown to 17 employees and operates a 10,000+ SKU inventory from its Kolding warehouse, supported by weekly direct shipments from AMA's main warehouse in Northern Italy. Its product portfolio spans five core lines — Hydraulics, Agro Technique, Industry, Electrical Components, and AMA Cabins — serving Danish machine manufacturers, agricultural and machine dealers, and repair operations requiring parts such as cylinders, orbit motors, gear pumps, PTO shafts, valves, filters, electrical motors, custom control boxes, and LED lighting. The company holds exclusive import rights for M+S Hydraulic products in Denmark and is the largest stockholding supplier of M+S motors in Europe, supplemented by a broad network of additional Italian principals.

Dani Trading's go-to-market is sales-led, combining an experienced direct sales team reachable by phone with an e-commerce webshop at danitrading.dk that supports daily shipments across Denmark (excluding Greenland and the Faroe Islands). Pricing follows standard per-unit model with free shipping above 2,500 DKK and a flat 87.50 DKK shipping fee below that threshold; prices fluctuate with producer pricing. The company performs light value-added assembly in-house, building custom control boxes on its own workshop floor, which supplements its distribution economics with a small engineering and configuration capability. Leadership has remained family- and insider-driven since founder Erling Rytter Larsen's passing in 2008: his daughter Helle Rytter Klitmøller has served as Director since then, and long-time technical seller Christen Larsen became a co-owner in 2018. The ownership split remains 50% Danish and 50% AMA spa, with operating scope confined to Denmark.

Name

Dani Trading

Legal name

Dani Trading A/S

Website

https://danitrading.dk

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Dani Trading A/S is a Danish B2B distributor and webshop of hydraulic, transmission, and electrical machine components, serving Danish machine manufacturers and agricultural/machine dealers from a 10,000+ SKU warehouse in Kolding.

Ownership category

akta.pro rank

Product category

Industrial Components Distribution

NAICS

Petroleum and Petroleum Products Merchant Wholesalers (except Bulk Stations and Terminals) (424720)

SIC

Wholesale-Industrial Machinery & Equipment (5084)

akta.pro primary industry

Lubricants Distribution & Wholesale (Bulk, Packaged, B2B) (EUALAJAE)

Keywords

• Hydraulic components
• Machine parts distribution
• Agricultural machinery parts
• Transmission components
• Electrical machine components

Headquarters

HQ city

Kolding

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated through direct sales of hydraulic, transmission, and electrical machine components via both webshop and direct sales team contact. Sales authorization is completed with payment card.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Dani Trading A/S is a Danish distributor and supplier of hydraulic, transmission, and electrical machine components, organized into five core product lines: Hydraulics, Agro Technique, Industry, Electrical Components, and AMA Cabins. The company is the exclusive importer of M+S Hydraulic products in Denmark and operates the largest stockholding of M+S motors in Europe, with over 10,000 SKUs in stock at its Kolding warehouse and access to 100,000+ product lines through co-owner AMA Group (18 factories, 26 Italian partner companies).

Product overview

Dani Trading is a B2B distributor and supplier of hydraulic, transmission, and electrical machine components operating primarily in Denmark. The company operates as a multi-category e-commerce platform offering a comprehensive portfolio organized into five core product lines: Hydraulics (cylinders, motors, pumps, valves, filters, and accessories), Agro Technique (PTO shafts, three-point parts, tractor components), Industry (workshop accessories, industrial components), Electrical Components (motors, lamps, controls, wiring), and AMA Cabins (cabin accessories). Key branded sub-products include M+S Hydraulic orbit motors (exclusive import), Vivoil gear pumps and motors, SEAT plastic products, Icarus Blue wireless remote controls, and LED lighting. The company sources from co-owner AMA Group (Italy) with 18 factories and 26 other Italian suppliers offering over 100,000 product items, while maintaining over 10,000 SKUs in stock at their Kolding warehouse for next-day delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Hydraulics Product Line Comprehensive range of hydraulic components including cylinders, telescopic cylinders, oil motors, pumps, valves, tools and test equipment, bearing blocks, end pieces and rods, hydraulic hoses and fittings, pump stations, filters, accumulators, oil coolers, and steering orbitrols for machine manufacturers and dealers.
• Agro Technique Product Line Agricultural machinery components including PTO shafts, three-point parts, telescopic cylinders, tractor seats, slurry/sludge valves and accessories, turntable gears, gearboxes, wheels and steering, support legs, front loader teeth, split pins, lift and drawbolts, filters, prod columns, garden and park accessories, wear parts, and vintage tractor parts.
• Industry Product Line Industrial components and workshop accessories including trailer hitches, horns and sound signals, side mirrors, tank gauges, document holders, tool boxes, gas dampers, rubber straps, ball valves, hinges, bearings, O-rings, pipe holders, grease nipples, hose clamps, angle gears, vibration dampers, engine mounts, and fuel/grease/oil equipment.
• Electrical Components Product Line Electrical machine components including 230-400V electric motors, warning and control lamps, remote controls, horns, instruments and sensors, joysticks, switches, cable accessories, wires and cables, air nozzles, lights and lamps, micro powerpacks and pump stations, mounting boxes, relays, multi-plugs, plugs and sockets, fuses, frame cables, custom-built control boxes, tank gauges, ignition locks, start relays, and wiper motors.
• AMA Cabins Product Line Cabin components and accessories for agricultural and industrial machines including work lights, gas dampers, hand brakes, steering columns and steering wheels, reflexes, side mirrors, seats, cabin parts, and window wipers and wiper motors.
• M+S Hydraulic Orbit Motors High-quality hydraulic orbit motors and orbitrols. Dani Trading is the sole importer of M+S hydraulic products in Denmark and the largest stock-holding supplier of M+S motors in Europe.
• Vivoil Gear Pumps and Gear Motors Gear pumps and gear motors for hydraulic applications, imported from Vivoil Oleodinamica Vivolo srl, a leading Italian manufacturer. Manufactured with precision 5-axis machined components with displacement ranging from 0.45 cm3/rev to 86.87 cm3/rev, speeds up to 9000 rpm, and maximum pressure of 320 bar.
• Wireless Remote Control Module (Icarus Blue) Bluetooth wireless remote control modules with 8 or 4 output channels (3.7A each), operating at 9-36VDC, available with free app control for machine electrical applications.
• SEAT Plastic Products Seats and plastic components for machines and garden tractors sourced from SEAT Industries S.r.L, Italy.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

17 partnerships are on record, tiered core and minor.

• AMA spacoreStrategic or Co-development PartnerAMA spa is a 50% co-owner of Dani Trading A/S. This Italian company has 18 factories and partners with 26 other Italian companies, offering more than 100,000 product lines. They provide weekly direct shipments from their main warehouse in Northern Italy to Dani Trading's warehouse in Kolding.
• M+S HydrauliccoreChannel Partner/ Reseller/ DistributorDani Trading is the exclusive importer of M+S Hydraulic products in Denmark and the largest stockholding supplier of M+S motors in Europe. They can deliver both large and small batches often from day to day.
• Vivoil Oleodinamica Vivolo srlcoreChannel Partner/ Reseller/ DistributorDani Trading is an importer of Vivoil products, which are among the leading manufacturers of hydraulic gear pumps and motors. Products are manufactured in Italy.
• CUS (Cushydraulics)minorChannel Partner/ Reseller/ DistributorTip cylinders and telescope cylinders supplier.
• EUROCARDANminorChannel Partner/ Reseller/ DistributorPTO shafts supplier.
• FOXminorChannel Partner/ Reseller/ DistributorAccumulator supplier.
• HYDRONITminorChannel Partner/ Reseller/ DistributorGear pumps for powerpacks supplier.
• METALTECNICAminorChannel Partner/ Reseller/ DistributorSlide valves and spade valves supplier.
• OLEODINAMICA MARCHESINIminorChannel Partner/ Reseller/ DistributorValves supplier.
• OMTminorChannel Partner/ Reseller/ DistributorFilter supplier.
• O.R.T.A.minorChannel Partner/ Reseller/ DistributorControl valves supplier.
• SLANZIminorChannel Partner/ Reseller/ DistributorValves supplier.
• TECNOMOTORminorChannel Partner/ Reseller/ DistributorVibration dampers supplier.
• HANSA-TMPminorChannel Partner/ Reseller/ DistributorPiston motors supplier. Dani Trading holds distributor certificate for Denmark.
• BERMAminorChannel Partner/ Reseller/ DistributorParallel gears and angle gears supplier.
• BUSCKminorChannel Partner/ Reseller/ DistributorElectric motors supplier.
• AMA GroupcoreChannel Partner/ Reseller/ DistributorParent company and partner providing multiple product divisions including IM.el, Lo Snodo, AMA Pertex, SEAT Industries, AMA Cardan, AMA India, and more through their 18 factories.

Scale indicators8 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Bosch Rexroth: Global incumbent in hydraulic components, drives, and motion control. Comparable because it competes in the same hydraulic motors/pumps/valves categories that Dani Trading distributes (e.g., as alternative supply to M+S and Vivoil for the same machine-industry buyers).
• Parker Hannifin: Global manufacturer and supplier of motion and control technologies including hydraulics, pneumatics, and filtration. Comparable because its hydraulic product portfolio overlaps with Dani Trading's stocked lines and competes for the same machine-industry and agricultural customers.
• Danfoss: Large Danish manufacturer and supplier of hydraulic, motion control, and refrigeration components. Comparable because it operates in the same Danish hydraulics/machine-industry ecosystem, although Danfoss is an upstream OEM/incumbent rather than a distributor like Dani Trading.

Direct peers

• Hydroscand: Nordic specialist distributor of hydraulic hoses, fittings, adapters and related fluid-power components. Direct peer because both companies are regional hydraulic component distributors serving machine manufacturers and dealers, with overlapping product categories (hoses, fittings, motors).
• Kramp Groep: Europe's largest agricultural parts distributor, supplying dealers and OEMs across multiple countries. Comparable because it serves the same agricultural dealer channel with a multi-category parts range (PTO, hydraulics, electrical) overlapping Dani Trading's Agro Technique and Electrical lines.
• Eriks: European industrial distribution group supplying technical components including seals, gaskets, valves, and fluid-power products. Comparable because it is a multi-line industrial component distributor with overlapping product categories (valves, fittings, hoses) and similar customer base.
• AxFlow: European distributor of pumps, fluid handling, and process equipment. Comparable because it operates a similar distribution model in fluid-power/hydraulic products, serving industrial customers across multiple European countries.

Emerging players

• Stauff (Walter Stauffenberg GmbH): German manufacturer and supplier of hydraulic accessories including clamps, valves, filters, and pipe supports. Comparable because its fluid-power accessories overlap with several Dani Trading categories (filters, clamps, valves) and compete for the same machine-industry customers.
• HAWE Hydraulik: Specialized European manufacturer of hydraulic components (pumps, valves, power packs). Comparable because it competes in the same hydraulic component categories that Dani Trading distributes, though as an upstream supplier rather than distributor.
• Witzenmann: European specialist in flexible metallic elements, hydraulic hoses, and expansion joints. Comparable because it supplies hydraulic and fluid-power components to machine manufacturers, overlapping with Dani Trading's hose, fitting, and hydraulic product lines.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/Dani-Trading-AS-217366915353091
• LinkedInlinkedin.com/company/dani-trading-a-s
• Xx.com/danitrading

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Dani Trading