SolarToday
SolarToday is a pan-European wholesale distributor of solar panels, inverters, batteries, mounting systems, and EV chargers to professional B2B installers, operating through owned branches in the Netherlands and Spain plus an 18-franchisee network spanning 27 countries since 2011.
- Company typePrivate
- Founded2011
- HeadquartersAlcalá De Henares, Spain
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What SolarToday does
SolarToday is a pan-European wholesale distributor of solar energy equipment, headquartered in Haarlem, Netherlands under the legal entity SolarToday Franchise B.V. Founded in 2011, the company procures, warehouses, and resells solar panels, inverters, battery storage systems, mounting solutions, and EV chargers from tier-one manufacturers (Jinko, Canadian Solar, AIKO, Huawei, SAJ, APsystems, Van der Valk Solar Systems, Enstall/Esdec/Sunfer, and Solasol) to professional B2B installers across residential, commercial, and industrial segments. Distribution is delivered through a hybrid of owned branch warehouses (five locations in the Netherlands, four in Spain covering Madrid, Valencia, Sevilla, and Gijón), country-specific e-commerce storefronts, and a franchise network of 18 franchisees spanning 27 countries, supported by quote-based pricing with volume discounts and local technical advisory at each branch.
The company's core technology is logistics and supply-chain orchestration rather than product development: it does not manufacture, does not hold disclosed patents, and operates no public API or proprietary software platform beyond standard e-commerce. Recent product flow-through emphasizes higher-value categories — modular residential batteries (Huawei LUNA-S1, SAJ AS2, APsystems AP Storage) and high-efficiency panels (AIKO NEOSTAR with >24% efficiency) — alongside a 2025 pan-European distribution agreement with Enstall that adds Esdec and Sunfer mounting systems. Customer engagement combines bottom-of-funnel branch-level sales and advisory with top-of-funnel content marketing through a knowledge hub, LinkedIn, YouTube, trade-show presence at Intersolar Europe and Genera, and email newsletters.
SolarToday generates revenue primarily through hardware resale margins on volume-purchased equipment, supplemented by logistics services and freight. The customer base is overwhelmingly professional installers; named accounts include Veolia Solar, ENEOR Iberica, Neositec Instalaciones, and Agrozon Energie Oplossingen, with more than 8,000 cumulative projects served. The business is privately held, with no external funding rounds or parent company disclosed, and the company reports ~30 employees at the Haarlem headquarters plus regional branch teams in Spain under co-founders Boudewijn van Dam and Arjen Jagersma (CEO AI).
SolarToday firmographics
Firmographics- Name
- SolarToday
- Legal name
- SolarToday Franchise B.V.
- Website
- https://solartoday.es
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- SolarToday is a pan-European wholesale distributor of solar panels, inverters, batteries, mounting systems, and EV chargers to professional B2B installers, operating through owned branches in the Netherlands and Spain plus an 18-franchisee network spanning 27 countries since 2011.
- Ownership category
- akta.pro rank
SolarToday industry classification
Industry- Product category
- Solar Equipment Wholesale Distribution
- SIC
- Electronic & Other Electrical Equipment (No Computer Equip) (3600)
- akta.pro primary industry
- Solar Distribution & Wholesale Supply (Channel, Procurement, Logistics) (EUAMABAK)
- akta.pro secondary industry
- Solar Mounting, Racking & Trackers (Fixed-Tilt, Single/Dual-Axis, Rooftop Mounts) (EUAMABAF)
Keywords
Where SolarToday is headquartered
LocationHeadquarters
- HQ city
- Alcalá De Henares
- HQ country
- Spain
- HQ region
- Europe
Offices5 records
Markets served
SolarToday business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
Revenue model
- Wholesale Solar Equipment Sales: SolarToday generates revenue by purchasing solar equipment (panels, inverters, batteries, mounting systems, EV chargers) from leading manufacturers at volume and reselling to professional installers at competitive prices with fast delivery. Revenue is derived from product margins on hardware sales, supplemented by freight/logistics services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Volume-based pricing for professional installers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
SolarToday product offering
Product offeringCore offering
SolarToday is a pan-European wholesale distributor of solar energy equipment, supplying professional installers with solar panels, inverters, battery storage systems, mounting systems, and EV chargers from leading brands such as Jinko, Canadian Solar, AIKO, Huawei, SAJ, APsystems, Van der Valk, Enstall, and Solasol. The company operates through a network of 18 franchisees across 27 countries, with physical branches and warehouses in the Netherlands and Spain providing local stock, fast delivery, and technical advisory support.
Product overview
SolarToday is a pan-European wholesale distributor of solar energy solutions, operating as a multi-brand platform that offers solar panels, inverters, battery storage systems, mounting solutions, and EV chargers from leading manufacturers. The product portfolio centers on distributed brands including Jinko Solar (Tiger Neo panels and batteries), Canadian Solar, AIKO (high-efficiency NEOSTAR panels), Huawei (SUN2000 inverters and LUNA batteries), SAJ (all-in-one AS2 systems), APsystems (microinverters), Van der Valk, Enstall, and Solasol. The offering serves residential, commercial, and utility-scale solar installers across Spain and Europe, with fast delivery from strategically located warehouses and technical support. SolarToday functions as a one-stop platform providing both physical products and supplementary services including technical documentation, project consultation, and logistics.
Differentiator
Problem solved
Functional benefit
Products and services
- Solar Panels (Paneles Solares) High-efficiency photovoltaic solar panels distributed from leading brands including Jinko, Canadian Solar, and AIKO, covering residential, commercial, and utility-scale applications with Full Black, Bifacial, and dual-glass configurations. Sold wholesale to professional installers.
- Inverters (Inversores) Solar inverters converting DC to AC power from brands including Huawei, SAJ, APsystems, and SolarEdge. Includes hybrid inverters, AC-retrofit solutions, and microinverters for panel-level performance. Distributed wholesale to professional installers.
- Battery Systems (Sistemas de Baterías) Energy storage solutions for residential and commercial applications distributed from Huawei (LUNA series), SAJ, Jinko, and APsystems, with capacities ranging from 5 kWh to 215 kWh for commercial installations. Sold wholesale to professional installers.
- Mounting Systems (Sistemas de Montaje) Solar panel mounting solutions for various roof types from brands including Van der Valk Solar Systems (pitched and flat roofs), Enstall (ClickFit EVO), and Solasol (carports and pergolas with wind resistance up to 140 km/h). Distributed wholesale to professional installers.
- EV Chargers (Cargadores VE) Electric vehicle charging stations for residential and commercial use from brands including Easee, SAJ, and Huawei with various power outputs and smart charging capabilities. Distributed wholesale to professional installers.
Quantifiable outcome
- Over 2.8 GW of solar equipment sold and more than 8,000 projects completed using SolarToday-supplied equipment.
Companies that use SolarToday
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles1 record
SolarToday technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SolarToday partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core.
- EnstallcoreSolarToday and Enstall entered into a pan-European strategic distribution agreement. Enstall is a pioneer in innovative mounting systems for solar installations, operating brands including Esdec and Sunfer. The collaboration significantly strengthens SolarToday's offering, providing installers with more innovative solutions and efficient products. In Spain, SolarToday focuses on Esdec and Sunfer brands from Enstall.
- Canadian SolarcoreSolarToday is a proud partner of Canadian Solar, distributing their high-efficiency solar panels and battery systems. Canadian Solar (established 2001) supplies globally and is known for reliable performance and strong value, making it a popular choice among installers for residential and commercial applications.
- Jinko SolarcoreSolarToday distributes Jinko Solar products including panels, inverters, and battery systems. Jinko Solar (founded 2006) is one of the world's largest solar manufacturers, known for reliable and innovative solutions. SolarToday provides personalized service for Jinko products.
- HuaweicoreSolarToday is a Gold Partner for Huawei, distributing Huawei inverters, LUNA batteries, and EV chargers. Huawei brings innovative AI-driven inverter technology and smart monitoring to SolarToday's portfolio, helping installers deploy efficient energy systems.
- SAJcoreSolarToday distributes SAJ inverters, EV chargers, and battery systems. SAJ has over 17 years of experience and is known for reliable, easy-to-install products including the SAJ AS2 all-in-one storage system, which SolarToday promotes extensively.
- AIKOcoreSolarToday distributes AIKO solar panels, a leading manufacturer of All Back Contact solar cells since 2009. AIKO panels offer high energy efficiency and innovative ABC cell technology, ideal for installations with limited roof space.
- APsystemscoreSolarToday distributes APsystems microinverters and battery systems. APsystems is a world leader in microinverter technology and innovative storage solutions, with products suitable for complex roof shapes and shaded installations.
- Van der Valk Solar SystemscoreSolarToday distributes Van der Valk Solar Systems mounting products. The Dutch family company specializes in intelligent mounting systems for pitched and flat roofs, as well as ground installations, designed for fast and reliable installation.
- SolasolcoreSolarToday distributes Solasol products, a Spanish manufacturer specializing in the design and manufacturing of metallic structures for solar panels. Solasol integrates the entire value chain with design, manufacturing, and pre-assembly in Spain, offering CE-certified products.
- EsdeccoreEsdec is a leading brand under Enstall specializing in intelligent mounting systems for residential, commercial, and industrial solar roofs. With nearly 20 years of market leadership and over 11 GW of installed capacity worldwide, Esdec products are a key part of the SolarToday-Enstall pan-European collaboration, focused on the Spanish market.
- Sunfer EnergycoreSunfer Energy is a Spanish manufacturer under Enstall that integrates the entire value chain with design, manufacturing, and pre-assembly of photovoltaic module structures. Part of the SolarToday-Enstall pan-European collaboration, with focus on the Spanish market through SolarToday.
Scale indicators6 records
Recent moves4 records
Expansion highlights5 records
SolarToday competitors and assessment
Company assessmentDirect peers
- BayWa r.e. Major European renewable energy group with a substantial solar distribution arm (BayWa r.e. Solar Trade). Comparable multi-brand B2B wholesale model with deeper capital base and broader geographic coverage across Europe.
- Krannich Solar: One of Europe's largest independent solar wholesalers with branches in 25+ countries. Directly comparable as a multi-brand B2B distributor serving installers with panels, inverters, mounting, and storage — competing head-to-head in many of the same geographies as SolarToday.
- Memodo: German-based solar and storage wholesaler focused on professional installers. Directly comparable as a multi-brand distributor of panels, inverters, batteries, and mounting solutions targeting the same European installer segment.
- Solarclarity: Dutch-headquartered solar wholesaler with strong presence in Benelux and DACH regions. Closely comparable as a multi-brand solar equipment distributor serving professional installers across Northern Europe.
- IBC Solar: Established German-headquartered solar wholesaler and EPC player with pan-European footprint. Directly comparable product mix (PV modules, inverters, storage, mounting) and B2B installer customer base, with overlapping presence in Iberian markets.
- Altech Solar: German solar distributor carrying Tier-1 panel and inverter brands to professional installers. Comparable B2B wholesale positioning with similar product categories (modules, inverters, storage, mounting) in adjacent geographies.
Others
- Van der Valk Solar Systems: Dutch manufacturer of solar mounting systems and a SolarToday distribution partner. Not a direct competitor; rather an upstream supplier relationship that creates both partnership and potential channel conflict.
- Enstall (Esdec / Sunfer): European leader in solar mounting systems with brands Esdec and Sunfer, and a strategic SolarToday partner under a 2024 pan-European distribution agreement. Supplier-side counterpart rather than direct competitor.
Broad incumbents
- Huawei Digital Power (FusionSolar): Global inverter and smart energy solutions provider (Gold Partner to SolarToday). Comparable as an inverter/storage category incumbent with overlapping presence in European residential and commercial markets.
- Jinko Solar: One of the world's largest solar module manufacturers and a SolarToday supplier partner. Represents both a critical upstream relationship and a long-term vertical integration threat via direct-to-installer programs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
SolarToday social profiles
Digital presenceSolarToday financial estimates
Financial estimateRevenue estimate
Valuation estimate
SolarToday leadership team
Management profileNumber of profiles
Profiles6 records
SolarToday funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SolarToday 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 SolarToday
What does SolarToday do?
SolarToday is a pan-European wholesale distributor of solar energy equipment, supplying professional installers with solar panels, inverters, battery storage systems, mounting systems, and EV chargers from leading brands such as Jinko, Canadian Solar, AIKO, Huawei, SAJ, APsystems, Van der Valk, Enstall, and Solasol. The company operates through a network of 18 franchisees across 27 countries, with physical branches and warehouses in the Netherlands and Spain providing local stock, fast delivery, and technical advisory support.
Is SolarToday a public or private company?
SolarToday is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SolarToday founded?
SolarToday was founded in 2011. It employs 51 to 100 people.
Where is SolarToday based?
SolarToday is headquartered in Alcalá De Henares, Spain, in the Europe region.
How does SolarToday make money?
One revenue line is on record: wholesale Solar Equipment Sales.
Who are SolarToday's main competitors?
Direct peers on record are BayWa r.e., Krannich Solar, Memodo, Solarclarity, IBC Solar and Altech Solar. Others are Van der Valk Solar Systems and Enstall (Esdec / Sunfer). Broad incumbents are Huawei Digital Power (FusionSolar) and Jinko Solar.
Does SolarToday have an API?
No public API is recorded for SolarToday.
What industry is SolarToday in?
SolarToday's product category is Solar Equipment Wholesale Distribution. Its primary akta.pro industry code is EUAMABAK, Solar Distribution & Wholesale Supply (Channel, Procurement, Logistics), with a secondary code of EUAMABAF, Solar Mounting, Racking & Trackers (Fixed-Tilt, Single/Dual-Axis, Rooftop Mounts). Its SIC code is 3600.