Bartog

What Bartog does

Bartog d.o.o. Trebnje is a privately held Slovenian automotive parts distributor headquartered in Trebnje, operating for over 30 years. The company provides wholesale and retail distribution of tires, wheels/rims, spare parts, batteries, oils, lubricants, vulcanizing materials, accessories, tools, and vehicle care products through a horizontally segmented catalog covering passenger, SUV, light commercial, truck, agricultural, motorcycle, bicycle, and industrial vehicles.

The business operates a hybrid go-to-market model combining an e-commerce storefront (bartog.si) with a network of 36-37 company-owned physical retail stores and 39 pickup locations across Slovenia, supported by a separate B2B wholesale platform serving auto repair shops, dealerships, and fleet operators. The B.H.S. service partner network provides installation and maintenance referrals, while the BKLUB loyalty program supports customer retention. Pricing is unit-based with free delivery over €80 and installment payments via Leanpay; no disclosed proprietary technology, AI capabilities, or developer-facing APIs exist.

Bartog serves two primary customer segments — individual Slovenian consumers (B2C) purchasing parts and tires for personal vehicles, and business customers (B2B) purchasing wholesale parts — with revenue generated from one-time product sales and service referrals. The company is privately held by management/local stakeholders (basic capital €783,970.01), with no institutional investors, parent company, or public listing identified. Recent strategic activity includes a May 2025 regional distribution partnership with Croatian peer Tokić.

Name

Bartog

Legal name

Bartog d.o.o. Trebnje

Website

https://bartog.si

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

251–500 employees

Short description

Bartog is a privately held Slovenian distributor of tires, wheels, spare parts, oils, and automotive accessories, serving B2C consumers and B2B repair shops across Slovenia via 36-37 retail stores, a B2B wholesale platform, and the bartog.si e-commerce site.

Ownership category

akta.pro rank

Product category

Automotive Parts Distribution

NAICS

Professional and Commercial Equipment and Supplies Merchant Wholesalers (4234)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Automotive, Tools & Industrial Supplies (B2B) (CRAEAEAH)

Keywords

• Automotive parts distribution
• Tire wholesale retail
• Vehicle spare parts
• Automotive accessories supply
• Commercial vehicle tires

Headquarters

HQ city

Trebnje

HQ country

Slovenia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail sales (online and in-store): Sale of automotive parts including tires, rims, spare parts, accessories, oils and lubricants through online store and physical retail locations.
2. Wholesale distribution: B2B wholesale distribution of automotive parts to business customers through dedicated B2B system.
3. Service provision: Vehicle servicing through B.H.S. service network.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Bartog is a Slovenian wholesale and retail distributor of automotive parts, selling tires, rims, spare parts, batteries, accessories, oils, lubricants, vulcanizing materials, and vehicle care products through an e-commerce platform, 36-37 company-owned retail stores, and 39 pickup locations across Slovenia. The company serves both individual consumers (B2C) and business customers such as auto repair shops, dealerships, and fleet operators (B2B) through a dedicated wholesale system, and partners with the B.H.S. service network for vehicle installation and servicing.

Product overview

Bartog d.o.o. is a Slovenian automotive parts distributor and online retailer operating for over 30 years, offering wholesale and retail of tires, wheels, spare parts, batteries, accessories, oils, lubricants, vulcanizing materials, and vehicle maintenance products. The core offering is the multi-category e-commerce platform Bartog.si complemented by 37 physical store locations across Slovenia. The product portfolio centers on tires (pnevmatike) in all categories from passenger to agricultural to motorcycle, supported by wheel/rim products (platišča), spare parts (rezervni deli), batteries (akumulatorji), and accessories/tools. Key service offerings include the B.H.S. service partner network, BKLUB loyalty program, and 39 pickup locations. The company serves both B2C retail customers and B2B wholesale clients through the same platform.

Differentiator

Problem solved

Functional benefit

Brands

• BKLUB: Company loyalty program for customers
• B.H.S. Servisna mesta

Products and services

• Bartog.si Online Store (Spletna trgovina Bartog.si) Multi-category e-commerce platform selling tires, wheels, spare parts, accessories, oils, lubricants, batteries, vulcanizing materials, and vehicle care products to both retail (B2C) and wholesale (B2B) customers across Slovenia, with online ordering, home delivery, and in-store pickup options.
• B.H.S. Servisna mesta (B.H.S. Service Network) Partner service network for vehicle maintenance and repair, operated in partnership with B.H.S. (avtoservis), providing installation and servicing of tires and parts across Slovenia.
• BKLUB Loyalty Program Customer loyalty program offering registered members special brand offers, benefits, and rewards, designed to retain top retail customers and drive repeat purchasing across the Bartog retail and online channels.
• Bartog Physical Retail Stores and Pickup Network Network of 36-37 company-owned physical retail stores and 39 pickup locations across Slovenia where customers can browse, purchase, and collect automotive parts in person, with on-site product advice from store staff.
• Bartog B2B Wholesale System Dedicated wholesale platform for business customers including auto repair shops, dealerships, and fleet operators, enabling bulk purchase of tires, rims, spare parts, and accessories with trade pricing.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TokićminorChannel Partner/ Reseller/ Distributor · 27 May 2025Partnership with Croatian automotive parts distributor Tokić for regional expansion and distribution activities in the Adriatic region.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Mekonomen: Nordic automotive aftermarket chain combining B2B parts distribution with a workshop/service concept. Comparable to Bartog's integrated parts-and-service positioning, though at much larger European scale.
• ATU Auto-Teile-Unger: Germany's largest independent workshop and tire/parts service chain, combining physical stores, B2B supply, and service operations. Directly comparable to Bartog's brick-and-mortar plus service-network model.
• Inter Cars: Poland-headquartered pan-European wholesale distributor of automotive spare parts, servicing independent workshops across dozens of countries. Comparable to Bartog on the B2B wholesale and broad-catalog dimensions, though at substantially larger scale.
• Stahlgruber: German-based wholesaler of automotive parts, workshop tools, and consumables serving professional workshops. Closely comparable to Bartog's B2B spare-parts and tools wholesale offering within the DACH/Central European region.
• Alliance Automotive Group: Pan-European distributor of automotive parts, tools, and workshop equipment across multiple national markets. Comparable on the wholesale distribution and B2B workshop-supply side, though substantially larger than Bartog.
• Norauto: European multi-country automotive service and parts retail chain (part of Mobivia). Similar in combining consumer-facing stores, parts retail, and in-house servicing, though operating at much greater scale and geographic breadth.

Emerging players

• Würth: Global leader in fastening and assembly materials, tools, and automotive aftermarket supplies for professional workshops. Comparable to Bartog's accessories, tools, and consumables categories, particularly for B2B/trade customers, though Würth operates at a far larger scale and broader product range.

Direct peers

• Point S: International tire and auto-service retail network with franchise/affiliate stores across Europe. Comparable to Bartog's tire-heavy catalog and store-based model, with similar mix of retail and B2B workshop customers.
• Tokić: Croatian automotive parts distributor and Bartog's regional partner. Operates a wholesale and retail model for tires, parts, oils, and accessories across Croatia and the Adriatic, making it the most directly comparable peer in geography, category, and business model.
• Auto Kelly: Czech-based automotive parts distributor serving Central European markets with a multi-category catalog (tires, parts, oils, accessories) and B2B workshop focus. Closely mirrors Bartog's wholesale-plus-retail model in a neighboring region.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/trgovinabartog
• LinkedInlinkedin.com/company/bartog
• Xx.com/trgovinabartog

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Bartog