Stilling

What Stilling does

Stilling hf. (founded 1960) is an Icelandic automotive parts retailer operating as a private public limited company headquartered in Reykjavik. It sells vehicle parts and accessories — including windshield wipers, batteries, oils, tools, workshop equipment, trailer components, and travel/carrying solutions — under a multi-brand inventory spanning Yuasa, KS Tools, Herth & Buss, Carpoint, CTEK, Liqui Moly, Thule, and Calix. Distribution is omnichannel: five physical retail locations across Iceland (Reykjavik/Þorraholt, Bílshöfði, Akureyri, Hafnarfjörður, Selfoss) plus the stilling.is e-commerce platform that supports nationwide delivery, car-search filtering, and business account registration.

The company's go-to-market is a hybrid B2C/B2B retailer model. Individual vehicle owners — passenger car, motorcycle, and bicycle consumers — represent the primary customer segment, while secondary segments include professional auto repair shops, garages, and commercial vehicle/fleet operators purchasing parts, tools, and workshop supplies. All revenue is generated through one-time unit-priced retail sales (no subscription component), priced in Icelandic Króna across a range from ~390 ISK small consumables to ~150,000 ISK professional diagnostic equipment. The value proposition emphasizes sixty years of supplier curation experience and OE-matching part quality rather than price leadership.

The technology stack is a standard e-commerce platform with integrated product catalog, search, shopping cart, and account management. No public AI/ML capabilities, APIs, proprietary models, patents, or partnerships are disclosed, and there are no subsidiaries, M&A activity, or external funding on record. Ownership, management team, revenue figures, and financial details are not publicly disclosed.

Name

Stilling

Legal name

Stilling hf.

Website

https://stilling.is

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Stilling hf. is an Icelandic auto parts retailer founded in 1960, selling vehicle parts, batteries, tools, oils, and accessories to individual vehicle owners, repair shops, and commercial fleets through five retail stores and an e-commerce platform.

Ownership category

akta.pro rank

Product category

Auto Parts Retail

NAICS

Automotive Parts and Accessories Retailers (44133)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Automotive Parts & Accessories Online Retailers (CRAFADAK)

akta.pro secondary industry

Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK)

Keywords

• Automotive parts retail
• Vehicle accessories
• Car batteries
• Workshop tools
• Auto maintenance supplies

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Traditional retail revenue from selling auto parts, accessories, tools, batteries, oils, and related automotive products to both individual consumers and businesses. All products appear to be sold on a one-time purchase basis with no subscription component visible.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Stilling retails automotive parts, accessories, tools, batteries, oils, and related maintenance products for cars, motorcycles, and commercial vehicles. The company distributes products through five physical retail stores across Iceland and a nationwide e-commerce website, stocking recognized brands such as Yuasa (batteries), KS Tools (professional tools), Liqui Moly (chemicals/oils), CTEK (battery chargers), Herth & Buss (electrical connectors), Carpoint (accessories), and Thule (travel/carrying solutions).

Product overview

Stilling is an Icelandic automotive parts and accessories e-commerce retailer offering a comprehensive online shopping platform. The product portfolio includes Yuasa car batteries (YBX series including YBX5000, YBX7000 EFB, YBX9000 AGM lines), KS Tools professional hand tools and equipment, Herth & Buss electrical connectors, Carpoint jump starters and accessories, CTEK battery chargers, Liqui Moly chemicals and oils, and Thule travel/carrying solutions. Products are organized into major categories: commercial equipment (Atvinnutæki), car products (Bílavörur), travel products (Ferðavörur), lighting (Ljós), motorsport, oils and chemicals, batteries, tools, workshop equipment, and fasteners. The platform serves both retail customers and business accounts with ordering and account registration capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Yuasa Car Batteries Yuasa brand automotive batteries including YBX series (YBX5000, YBX7000 EFB, YBX9000 AGM lines) for cars and vehicles, available through retail and online channels.
• Windshield Wipers (Rúðuþurrkur) Replacement windshield wiper blades available in multiple sizes from 11" (280mm) to 36" (915mm), plus rear window wiper blades, for cars and commercial vehicles.
• Vehicle Seat Covers and Accessories Car seat covers and seat padding for passenger cars, SUVs, station wagons, and motorcycles, plus steering wheel covers, wheels, and spare tires.
• Automotive Fuses and Electrical Components Comprehensive range of automotive fuses including bolt-down, glass, ceramic, blade, and flat fuses, plus fuse holders and fuse sets for vehicle electrical systems.
• Batteries and Electrical Products Car batteries, batteries, jump starter cables, battery terminals (pólskór), connectors, wires, ground straps, charging devices, and meters for automotive electrical needs.
• Commercial Vehicle and Work Machine Parts Parts and accessories for commercial vehicles including work machines, trucks, agricultural equipment, LED work lights, and additives (AdBlue, diesel additives, oil additives, coolant additives), plus filters.
• Travel and Cargo Products Travel products including Thule winter/ski boxes and ski racks, cargo boxes (small, medium, large), bicycle carriers (trailer-hitch mounted, rear-mounted, roof-mounted), and rooftop tents (2-person, 3-person, 4-person) with accessories.
• Car Care and Cleaning Products Car wax and cleaning products including car soap, glass cleaner, wheel and tire cleaner, upholstery cleaner, insect remover, brushes, sponges, cleaning cloths, and air fresheners.
• Winter Products Seasonal winter products including chemicals, charging devices and meters, floor mats, and ice scrapers for vehicle winter preparation.
• Hybrid and Electric Vehicle Products Products for hybrid and electric vehicles including antifreeze and chemicals, charging cables, and wall mounts.
• Trailer Parts Trailer components and accessories including reflectors, wheels and rims, hitch locks, trailer couplings and ball mounts, lights and light boards, nose wheels, and electrical connectors.
• Car Accessories General car accessories including fuel cans, whistles, cup holders, hub caps, cigarette lighter plugs, antennas, air horns, phone holders, funnels, and miscellaneous accessories.
• Engine Heaters Engine heaters and accessories including Calix brand heaters and cables for cold-weather vehicle preparation.
• Car Electronics and Audio Car electronics accessories including speakers and cables for vehicle audio systems.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Mekonomen: Nordic automotive aftermarket chain operating retail stores, wholesale distribution, and service concepts across Sweden, Norway, Finland, and the Baltics. Closest geographic peer to Stilling, with comparable B2B/B2C auto parts retail plus workshop supply model.
• Euro Car Parts: UK-based multi-channel auto parts retailer selling parts, accessories, tools, and workshop consumables to consumers and trade customers. Directly comparable omnichannel auto parts model to Stilling.
• RockAuto: US-based online catalog retailer of automotive parts and accessories with deep SKU breadth across makes/models. Highly comparable online-first auto parts retail model to Stilling's e-commerce operation.
• Oscaro: French online auto parts retailer selling parts, accessories, and maintenance products to consumers and mechanics. Comparable e-commerce-led auto parts model to Stilling's online store.
• Kfzteile24: German online retailer of automotive parts, accessories, and tires serving both end consumers and workshops. Comparable online-first auto parts model with broad SKU coverage similar to Stilling.
• AUTODOC: European online auto parts retailer selling replacement parts, accessories, oils, tools, and batteries across multiple vehicle categories. Most directly comparable to Stilling's e-commerce assortment, though operating at much larger scale across many European countries.

Broad incumbents

• LKQ Corporation: Global distributor and retailer of vehicle parts, accessories, and recycled components to repair shops and consumers, including ownership of Euro Car Parts. Comparable auto parts distribution and retail model at far larger scale.
• Amazon: Global e-commerce marketplace that carries a wide assortment of automotive parts, accessories, tools, and batteries. Indirect competitor to Stilling's online store for cross-border parts purchasing by Icelandic consumers.
• Kramp: European wholesaler and online retailer of spare parts, accessories, and technical supplies for the agricultural, forestry, construction, and automotive aftermarket. Comparable wholesale-plus-online distribution model, broader but overlapping with Stilling's parts supply.
• Bilia: Nordic automotive dealer and service group with a broad portfolio spanning vehicle sales, servicing, and parts retail across Sweden, Norway, and other markets. Comparable Nordic regional player in vehicle parts and service, though larger and more diversified than Stilling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/stillinghf
• Facebookfacebook.com/Stilling.hf

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 Stilling