Solar
Solar is a Netherlands-based technical wholesale distributor selling 300,000+ installation articles across electrical, plumbing, heating, and climate categories via webshop, app, and system integration to installation, industrial, and trade customers.
- Company typePrivate
- Founded2006
- HeadquartersAlkmaar, Netherlands
- Headcount1,001–5,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Solar does
Solar is a Netherlands-based technical wholesale distributor of installation materials, founded in 2006 and headquartered in Alkmaar. The company sells more than 300,000 articles sourced from over 70 suppliers across electrical, plumbing, heating, and climate categories, serving three principal verticals: professional Installation companies, Industrial customers (panel building, machine building, MRO, and offshore & marine), and Trade customers (retail, e-tail, hotel & leisure). Its core proposition is a digital-first procurement platform combining a webshop, a mobile app, and software system integration that allows enterprise customers to place orders directly from their own procurement systems. Distribution is supported by nationwide next-day delivery for orders placed before 20:00, free freight above €100, €5.95 shipping below that threshold, free counter pickup, and a 60-day return window.
The company's product and service portfolio spans the Solar Webshop and Solar App as the primary ordering channels, a Solar Superdeals promotional program, Solar Opleidingen training and courses for installers, SmartSupply Kanban inventory management for industrial accounts, and Transport & Logistics services. Marketing and brand-building efforts include a customer case content series ('Solar in de praktijk'), a podcast ('Solar's Podkeet') produced in partnership with Schneider Electric, and promotional email campaigns. The business model is primarily transactional product sales (one-time wholesale purchase of installation hardware) supplemented by logistics and training services; revenue is generated per order under a pay-as-you-go unit pricing model with no disclosed subscriptions or recurring software fees.
The go-to-market is a hybrid self-serve PLG motion — installers and SMB trade customers order 24/7 through the webshop, app, or integrated software — paired with direct field-based account management for industrial and larger trade accounts. Geographic operations are exclusively domestic to the Netherlands, with no claimed international footprint. Ownership, parent entity, and revenue figures are not disclosed in the source data.
Solar firmographics
Firmographics- Name
- Solar
- Legal name
- Solar
- Website
- https://solarnederland.nl
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Solar is a Netherlands-based technical wholesale distributor selling 300,000+ installation articles across electrical, plumbing, heating, and climate categories via webshop, app, and system integration to installation, industrial, and trade customers.
- Ownership category
- akta.pro rank
Solar industry classification
Industry- Product category
- Technical Wholesale Distribution (Installation Materials)
- NAICS
- Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720)
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- Solar Distribution & Wholesale Supply (Channel, Procurement, Logistics) (EUAMABAK)
Keywords
Where Solar is headquartered
LocationHeadquarters
- HQ city
- Alkmaar
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Solar business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Product Sales (Hardware): Sale of installation materials, electrical equipment, plumbing, heating, climate control, and related products to professional installers, industry, and trade customers.
- Logistics and Transport Services: Delivery services including free shipping for orders above €100 and paid delivery for smaller orders. Smart logistics for installers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard wholesale pricing with free delivery threshold |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Solar product offering
Product offeringCore offering
Solar is a technical wholesale distributor of installation materials serving the Netherlands, offering more than 300,000 articles across electrical, plumbing, heating, and climate categories. Customers can order 24/7 through a webshop, mobile app, or integration with their own procurement software, with next-day delivery available on orders placed before 20:00. The offering is complemented by transport services (free shipping above €100), training programs (Solar Opleidingen), and a Kanban-based inventory management solution (SmartSupply) for industrial customers.
Product overview
Solar operates as a technical wholesale distributor for installation materials, offering a unified platform combining digital ordering (webshop and app), physical logistics, and training services. The core offering is the Solar Webshop/App platform through which customers access over 300,000 articles across electrical, plumbing, heating, and climate categories. This is supplemented by promotional offerings (Superdeals), logistics services (free delivery from €100, pickup options), and professional training (Solar Opleidingen). For industry customers, SmartSupply Kanban provides customized inventory management. The company serves three main segments: Installation, Industry (panel building, machine building, MRO, offshore & marine), and Trade (retail, e-tail, hotel & leisure).
Differentiator
Problem solved
Functional benefit
Products and services
- Solar Webshop
- Solar App
- Solar Opleidingen (Training)
- SmartSupply Kanban
- Transport & Logistics Services
Quantifiable outcome
- Order until 20:00 for next-day delivery
- +2 more outcomes
Companies that use Solar
Customer profileSegments3 records
Ideal customer profiles3 records
Solar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Solar partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Schneider ElectricminorSchneider Electric collaborates with Solar on energy management content. In Solar's Podkeet podcast episode, Thijs Wichers from Schneider Electric discusses Energy Management Systems (EMS) and how they balance energy generation, storage, and consumption for more stable power output.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Solar competitors and assessment
Company assessmentDirect peers
- Sonepar: World's largest independent electrical distributor with Dutch operations serving installers, panel builders, and industrial accounts. Competes head-to-head with Solar in electrical, automation, and energy product categories.
- Technische Unie: Established Dutch HVAC and installation materials wholesaler, now part of Hagemans. Directly overlaps with Solar in heating, climate, and electrical distribution to Dutch installers.
- Hagemans: Dutch technical wholesaler (parent of Technische Unie) focused on HVAC, plumbing, and electrical installation materials. Highly comparable assortment, customer base (professional installers), and Dutch domestic footprint.
- Wildkamp: Dutch technical wholesaler specializing in plumbing, heating, and installation supplies with nationwide branches. Directly competes with Solar for the same installer customer base in the Netherlands.
- Plieger: Dutch sanitary and plumbing wholesaler serving installers and trade customers. Overlaps with Solar's sanitary and bathroom assortment within the broader installation materials category.
- Würth: German-headquartered technical wholesaler with extensive Dutch operations covering installation, fastening, and tool categories. Comparable B2B field sales plus digital ordering model, though broader in scope than Solar.
- Rexel: Global electrical distribution leader with a sizable Dutch subsidiary serving professional installers and industrial customers. Closely matches Solar's B2B technical wholesale model across electrical, lighting, and energy management products.
Emerging players
- Toolstation: Fast-growing European e-commerce technical retailer with Dutch operations, focused on tools, accessories, and consumables for tradespeople. Represents the digital-native threat to traditional wholesalers like Solar.
Broad incumbents
- Saint-Gobain Distribution: Distribution arm of Saint-Gobain serving construction professionals with building materials, including some HVAC and plumbing categories. Broader portfolio and global scale than Solar, but partially overlapping installer base.
Others
- Schneider Electric: Global energy management and automation manufacturer and existing Solar content partner. Sells through traditional electrical wholesalers including Solar's competitors, making it both a supplier partner and an indirect channel competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Solar social profiles
Digital presenceSolar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Solar leadership team
Management profileNumber of profiles
Solar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Solar M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Solar
What does Solar do?
Solar is a technical wholesale distributor of installation materials serving the Netherlands, offering more than 300,000 articles across electrical, plumbing, heating, and climate categories. Customers can order 24/7 through a webshop, mobile app, or integration with their own procurement software, with next-day delivery available on orders placed before 20:00. The offering is complemented by transport services (free shipping above €100), training programs (Solar Opleidingen), and a Kanban-based inventory management solution (SmartSupply) for industrial customers.
Is Solar a public or private company?
Solar is a private company. It is classified as unknown and is currently operating.
When was Solar founded?
Solar was founded in 2006. It employs 1,001 to 5,000 people.
Where is Solar based?
Solar is headquartered in Alkmaar, Netherlands, in the Europe region.
How does Solar make money?
Two revenue lines are on record. Product Sales (Hardware) is the primary driver. The others are logistics and Transport Services.
Who are Solar's main competitors?
Direct peers on record are Sonepar, Technische Unie, Hagemans, Wildkamp, Plieger, Würth and Rexel. Toolstation is listed as an emerging player. Saint-Gobain Distribution is listed as a broad incumbent. Schneider Electric is listed as an others.
Does Solar have an API?
No public API is recorded for Solar.
What industry is Solar in?
Solar's product category is Technical Wholesale Distribution (Installation Materials). Its primary akta.pro industry code is EUAMABAK, Solar Distribution & Wholesale Supply (Channel, Procurement, Logistics). Its NAICS code is 423720 and its SIC code is 5070.