What Danella does

DANELLA S.R.L. (Danella) is an Italian industrial supplies distributor and rental company headquartered in Villa d'Agri, Potenza province, in the Basilicata region. Founded in 1974 as a sole proprietorship (Ditta individuale) and later converted into a limited liability company (S.r.l. — Società a responsabilità limitata), the company has operated for over 50 years and self-describes as an established reference point for the industrial sector in southern Italy. Its catalog covers more than 90,000 articles across PPE (Antinfortunistica), workwear (Abbigliamento), thermal-hydraulics (Termoidraulica), fire safety (Antincendio), industrial and specialty gases, chemical distribution (Distribuzione prodotti chimici), environmental safety (Sicurezza e ambiente), tools (Utensileria), petrochemical materials (Petrolchimico), oil hydraulics (Oleodinamica), hardware (Ferramenta), construction (Edilizia), and forklifts (Carrelli elevatori).

Danella generates revenue through three streams: (i) one-time transactional sales of industrial supplies across the categories above; (ii) recurring rental of construction equipment, light towers, containers, mobile compressors, generators (including event-management units), and forklift trucks with customized terms; and (iii) certified maintenance, verification, and calibration services for safety devices at its service point — covering fire extinguishers, gas masks, fixed and portable gas detectors, fall protection equipment, and FGAS refrigeration instruments. The go-to-market is sales-led, anchored by a structured commercial sales force targeting industrial enterprises, supplemented by Giornate Formative (Training Days) and open-day events with brand partners such as FIV, HELTY, and CLEMENTI, plus an active social media presence on Facebook, Instagram, and YouTube. Distribution is direct and confined to southern Italy.

Customer segments include major petroleum companies (where Danella holds approved-vendor status), industrial and processing plants, and operators in the petrochemical, chemical, agricultural, construction, mechanical, food, and naval sectors. The company is privately held with no disclosed external capital, no parent organization, no reported funding rounds, and no disclosed leadership team or executive appointments in the source data; ownership appears founder/family-operated. No AI/ML capability, software platform, or proprietary technology stack is disclosed; the operating model is a traditional industrial distribution, rental, and certified-maintenance business.

Name

Danella

Legal name

DANELLA S.R.L.

Website

https://danella.it

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

Danella S.r.l. is a southern Italian industrial supplies distributor, equipment rental provider, and certified safety-device maintenance service point founded in 1974, serving petrochemical, chemical, construction, agricultural, and processing customers with a 90,000+ article catalog across PPE, fire safety, gases, chemicals, tools, and forklifts.

Ownership category

akta.pro rank

Product category

Industrial Supplies Distribution

SIC

Wholesale-Machinery, Equipment & Supplies (5080), Wholesale-Industrial Machinery & Equipment (5084), Construction Machinery & Equip (3531)

akta.pro primary industry

Workshop Tools, Equipment & Lift Systems Distribution (TLAKAOAM)

akta.pro secondary industries

Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL), Industrial Cleaning & Environmental Equipment Rental/Leasing (Vacuum Trucks, Dust Control, Dehumidifiers) (TLABAFAK), Spill Response & Emergency Environmental Services (Oil/Chemical) (IMAIAGAD)

Keywords

• Industrial supplies distribution
• Safety equipment supply
• Industrial equipment rental
• Petrochemical materials supply
• Personal protective equipment

Headquarters

HQ city

Potenza

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Industrial Products Sales: Sale of industrial supplies including tools, hardware, safety equipment, fire prevention, hydraulics, pneumatics, petrochemical materials, oleodynamic components, gas, chemical products, construction materials, clothing, and forklift trucks. One-time transactional sales model.
2. Equipment Rental (Noleggio): Rental of construction equipment, light towers (torrifaro), containers, forklift trucks, motocompressors, air compression systems, and power generators including units for event management. Customized rental terms based on customer needs.
3. Maintenance and Safety Services: Maintenance, verification, and certification services for safety devices. Includes sale and maintenance of gas masks, sale of fixed and mobile gas detectors, sale, maintenance and revision of fire extinguishers, calibration and revision of refrigeration instruments (FGAS), and fall protection device inspection.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Danella S.r.l. distributes over 90,000 industrial supply articles to industrial plants and processing facilities, covering tools, hardware, safety equipment, fire safety, gas, chemicals, petrochemical materials, oleodynamic components, workwear, and forklifts. The company also rents construction equipment, containers, light towers, compressors, and generators, and operates a certified service point for maintenance and verification of safety devices including fire extinguishers, gas masks, fall protection products, and portable gas detectors.

Product overview

Danella S.r.l. is an industrial supplies company founded in 1974, offering over 90,000 articles across multiple product categories. The company operates as a structured distributor specializing in materials for industrial plants and processing facilities. The product portfolio is organized into core product categories (Antinfortunistica/PPE, Abbigliamento/Workwear, Termoidraulica/Thermohydraulics, Antincendio/Fire Safety, Gas, Distribuzione prodotti chimici/Chemical Distribution, Sicurezza e ambiente/Safety and Environment, Utensileria/Tools, Petrolchimico/Petrochemical, Oleodinamica/Oil Hydraulics, Ferramenta/Hardware, Edilizia/Construction, Carrelli elevatori/Forklifts) and rental offerings (Container, Attrezzature/Equipment). Safety services including maintenance and verification of fire extinguishers, gas masks, and fall protection devices are offered through certified service points. The company serves major oil companies and industrial clients across southern Italy.

Differentiator

Problem solved

Functional benefit

Products and services

• Antinfortunistica (Personal Protective Equipment)

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• RS Components Italia: RS Group's Italian operation, distributing industrial MRO components, tools, and safety equipment to engineers and industrial buyers. Comparable breadth of catalog and customer profile, though more digital-led.
• Würth Italia: Italian arm of the global Würth Group, the largest direct-to-customer industrial MRO distributor in Europe. Directly comparable as a multi-category industrial supplies distributor serving Italian industrial customers with sales-led GTM and broad SKU coverage.
• Manutan Italia: European B2B MRO and equipment distributor serving industrial and facility customers with broad catalogs including tools, PPE, handling, and cleaning. Comparable business model and customer base to Danella.
• Boels Rental Italia: Italian arm of Boels, a leading European equipment rental company serving construction, industrial, and events. Directly comparable to Danella's container/forklift/generator/light-tower rental business, though Boels operates at materially greater scale.
• Berner Italia: Italian subsidiary of Berner Group, a major European direct-sales distributor of MRO products including tools, chemicals, fixings, and PPE. Closely comparable in product mix and sales-led distribution model to industrial trades customers.

Emerging players

• Desoutter Italia: Italian presence of Desoutter, an industrial tool and assembly solutions specialist. Comparable to Danella's professional tools category (utensileria), with deeper specialization in advanced industrial assembly tooling.

Regional players

• Bottari: Italian manufacturer and distributor of PPE, workwear, and safety products. Overlaps with Danella's antinfortunistica and abbigliamento categories, with deeper specialization in protective equipment but narrower category scope.

Broad incumbents

• Air Liquide Italia: Italian operations of Air Liquide, one of the world's largest industrial and specialty gas suppliers. Directly comparable to Danella's industrial/welding/specialty gas line, but at far greater scale and with its own bulk supply infrastructure.
• Sapio Produzione Idrogeno Ossigeno: Italian industrial and medical gases producer and distributor. Comparable to Danella's gas distribution business, with deeper gas-production capabilities and broader national coverage.
• Festo Italia: Italian subsidiary of Festo, a global leader in pneumatics and automation technology. Overlaps with Danella's pneumatics/oleodynamic and industrial equipment lines, though Festo specializes in a narrower high-tech product range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC3WvZ_JPfmB5MeIsmqDEFrQ
• Facebookfacebook.com/danellaonline
• Instagraminstagram.com/danellasrl
• LinkedInlinkedin.com/company/danella-s-r-l-

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 Danella