What Electro Cirkel does

Electro Cirkel is a Dutch family-owned wholesale distributor founded in 1970 in Rotterdam, operating through two formal entities — Electro-Cirkel Retail B.V. and Electro-Cirkel Marine and Industry B.V. — following a 2018 structural split. The Marine & Industry division supplies over 14,000 electro-technical items (lamps, cables, switches, alarm equipment, navigation lights, transformers, measurement instruments and related components) to ship chandlers, shipbuilders, industrial installers and repair firms across 72 countries, leveraging a 14,000-pallet warehouse adjacent to the Port of Rotterdam. The Retail division distributes over 7,000 lightbulbs and related items through more than 100,000 European stores under four owned brands — Calex (flagship, decorative and smart), Eurolight (entry-level), Majestic (sustainable/affordable) and Ectron (sustainable/competitive) — plus distributed third-party brands such as Varta and Duracell.

The company's flagship technology proposition is the Calex Smart Home ecosystem: Wi-Fi, Bluetooth Mesh and Zigbee-compatible smart bulbs, LED strips, security and outdoor lighting controlled via a proprietary Calex app built on the Tuya platform, with voice-assistant compatibility for Amazon Alexa, Google Home and Apple Siri. Calex joined the Connectivity Standards Alliance (CSA) as a Matter member in late 2022, and the smart portfolio spans more than 75 device types, with two million units placed in Europe in the first year of the Tuya partnership and over 400 lamp types in total. Sourcing is managed through a wholly-owned International Purchase Office in Zhejiang, China (opened 2018), with production consolidated in Asia since 2012.

Revenue is generated almost entirely through wholesale hardware sales: B2B quoting for Marine & Industry, B2B plus broad retail distribution for the consumer lighting portfolio, and a small direct-to-consumer layer via the Rotterdam Calex Experience Center (opened 2020) and a flagship Calex retail store in Shanghai (2019). Distribution combines dedicated in-house sales teams for each division with a global reseller network handling markets without direct representation, and the company offers private-label manufacturing services for retailers seeking their own light-source brand. No revenue figures, ownership investors or external funding rounds are publicly disclosed.

Name

Electro Cirkel

Legal name

Electro-Cirkel Retail B.V. / Electro-Cirkel Marine and Industry B.V.

Website

https://electrocirkel.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

101–250 employees

Short description

Electro Cirkel is a Dutch family-owned wholesaler founded in 1970, distributing electro-technical products and lighting across 72 countries through Marine & Industry and Retail divisions, with Calex as its flagship smart and decorative lighting brand in 100,000+ European stores.

Ownership category

akta.pro rank

Product category

Electrical Equipment Distribution

NAICS

Electrical Apparatus and Equipment, Wiring Supplies, and Related Equipment Merchant Wholesalers (42361), Other Electronic Parts and Equipment Merchant Wholesalers (423690)

SIC

Wholesale-Electrical Apparatus & Equipment, Wiring Supplies (5063), Wholesale-Electronic Parts & Equipment, Nec (5065)

akta.pro primary industry

Power Supplies, Batteries & Charging Components Retail (CRACAKAD)

akta.pro secondary industry

Cables, Connectors & Wiring Harnesses Retail (CRACAKAE)

Keywords

• Electrical wholesale distribution
• Lighting products
• Marine electrical supplies
• Smart lighting solutions
• Private label manufacturing

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Distribution of Electrical Products: Electro Cirkel operates as a wholesale distributor selling electro-technical appliances and materials to retailers, marine/industry customers, and through reseller networks. The company distributes products across 72 countries worldwide from warehouses near Rotterdam port.
2. Own Brand Products (Calex, Eurolight, Majestic, Ectron): The company manufactures and distributes proprietary lighting brands including Calex (premium/lifestyle), Eurolight (entry-level), Majestic (sustainable/affordable), and Ectron (quality/sustainable/competitive pricing). Private label solutions are also offered.
3. Third-Party Brand Distribution: Distribution of established third-party brands including Varta (batteries, flashlights, chargers) and Duracell. Products sold through retail networks including web stores, supermarkets, hardware stores, and department stores.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Electro Cirkel is a wholesale distributor and own-brand manufacturer of electro-technical products operating two divisions: a Retail division supplying own-brand lighting (Calex, Eurolight, Majestic, Ectron) and distributed premium battery brands (Varta, Duracell) to resellers, and a Marine & Industry division offering more than 14,000 electrical products (cables, switches, transformers, alarm equipment, battery-operated lighting) to ship chandlers, shipyards, and industrial buyers across 72+ countries. The company also offers private label and contract manufacturing services for retailers and brand owners.

Product overview

Electro Cirkel is a Dutch wholesale company founded in 1970, specializing in electro-technical appliances and materials. The company operates two main divisions: Retail (serving retailers with light sources and related products) and Marine & Industry (serving shipping and industrial sectors). The Retail division offers over 7,000 light sources under own brands (Calex, Eurolight, Majestic, Ectron) and distributed brands (Varta, Duracell), including smart lighting products. The Marine & Industry division supplies over 14,000 electrical products across 72 countries including lamps, cables, switches, safety equipment, and navigation lights. Calex, the flagship brand, has evolved from traditional lighting to smart home products with Wi-Fi and Bluetooth Mesh connectivity, integrated with Tuya platform and compatible with Amazon Alexa, Google Home, and Apple Siri. The company also offers private label services for custom branding.

Differentiator

Problem solved

Functional benefit

Brands

• Calex: Flagship own brand - bold, inspired and creative lighting brand with over 400 light sources, focused on interiors, lifestyle and design. Includes Smart Home product line.
• Eurolight
• Majestic
• Ectron

Products and services

• Calex
• Calex Smart
• Eurolight
• Majestic
• Ectron
• SPOT ON
• Marine & Industry electrical product range
• Varta and Duracell battery distribution
• Private label / contract manufacturing

Quantifiable outcome

• Products sold in more than 100,000 stores across Europe
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Four partnerships are on record, tiered major and core.

• CSA (Connectivity Standards Alliance) / MattermajorTechnology or Integration · 1 January 2022Calex announced CSA Matter membership - the global alliance for Smart Home industry. Matter brings leading companies together to promote standards and interoperability. Calex expects to deliver first Matter devices in Q1 2023 to European market.
• TuyacoreTechnology or Integration · 1 January 2019Strategic partnership for smart home technology. Calex developed its own smart home app with Tuya platform. Products ship with 'Powered by Tuya' label. Tuya provides future-proof platform supporting Wi-Fi, Bluetooth Mesh, and Zigbee protocols. Partnership enabled Calex to significantly reduce price points and become number one with Tuya in Europe within first year.
• Marine Stores Wholesale Corp (MSW)coreChannel Partner/ Reseller/ Distributor · 1 January 2012Partner ensures supply of electrical products to ships in Houston, Gulf of Mexico, and South America. Founded in 2012 by three Rotterdam companies including Electro Cirkel. Keeps delivery times short and prices low.
• Zhejiang Electro Cirkel LTDcoreStrategic or Co-development PartnerElectro Cirkel China serves as the link between headquarters in Rotterdam and manufacturers in China. They follow trends and developments closely and can communicate with the local market without time differences or language barriers. IPO opened in 2018 for sourcing, production, and quality control of Calex products.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Emerging players

• LIFX: Smart Wi-Fi lighting brand offering app-controlled bulbs and light strips compatible with major voice platforms. Comparable to Calex Smart as a smart home lighting challenger with platform integrations.

Broad incumbents

• Rexel: Global electrical distribution leader serving contractors and industrial customers. Comparable to Electro Cirkel Marine & Industry as a wholesale distributor of electrical apparatus, wiring, and industrial products across multiple countries.
• Signify (Philips Lighting): Global leader in lighting (Philips, Philips Hue) with extensive smart home and professional lighting portfolios. Comparable as a broad incumbent competing with Calex in retail/consumer lighting and with Electro Cirkel Marine & Industry in electrical products for ships.
• Sonepar: World's largest electrical distribution business with B2B focus on industrial, commercial, and marine customers. Comparable to Electro Cirkel Marine & Industry as a wholesale distributor of electrical equipment and supplies.
• IKEA (Smart Lighting / Tradfri): IKEA's Tradfri smart lighting range competes directly with Calex Smart on price and accessibility. A broad incumbent with retail scale that pressures Calex's smart home positioning.

Direct peers

• LEDVANCE: Global lighting company (formerly Osram) offering LED lamps and luminaires through wholesale and retail channels across Europe. Directly comparable to Electro Cirkel as a multi-brand lighting wholesaler serving retail and industrial customers.
• Eglo Leuchten: Austrian lighting manufacturer with strong European retail presence across decorative and functional lighting categories. Comparable to Calex as a European mid-market lighting brand competing in retail channels.
• TCP International Holdings: Lighting manufacturer and distributor offering LED lamps and fixtures to retail and commercial channels globally. Comparable to Electro Cirkel as a multi-channel lighting wholesaler with own-brand and third-party distribution.
• Paulmann: German family-owned lighting manufacturer with broad lamp and luminaire portfolio distributed through European retail. Closely comparable to Electro Cirkel as a mid-sized, family-influenced European lighting brand with similar wholesale model.
• Nordlux: Danish designer and manufacturer of decorative and functional lighting sold across European retail channels. Comparable to Calex as a European lighting brand with own-brand positioning and retail/wholesale distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/electro-cirkel-b.v.
• Instagraminstagram.com/calexholland
• Pinterestpinterest.com/calexholland
• Xx.com/electrocirkel
• Facebookfacebook.com/Electro-Cirkel-263628657351744

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 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 Electro Cirkel