What Selga does

Selga, operated by Rexel Sverige AB, is a Swedish electrical materials wholesaler established in 1969 and headquartered in Norrtälje with operations nationwide. The company distributes approximately 150,000 SKUs across cables, power grid equipment, installation materials, fuses and switchgear, industrial automation components, telecom/data and security systems, lighting, heating and comfort products, and emerging categories such as EV charging, solar energy, and energy storage. Sourcing is anchored by partnerships with leading manufacturers including Schneider Electric, ABB, Prysmian, Garo, and Plejd.

The distribution platform spans more than 60 physical retail stores from Malmö to Kiruna, an e-commerce website, an iOS/Android mobile app, and dedicated personal sales representatives for enterprise and installer accounts. Business customers can transact via EDI and Punchout procurement integrations that automate reorder workflows, while logistics include express and coordinated delivery options and a new distribution and logistics center in Mölndal. Pricing is account-based and not publicly disclosed.

Selga serves electricians and installation companies as its primary segment, with additional exposure to industrial automation buyers, property owners and managers, project developers, and system integrators. Revenue is generated through hardware sales of electrical materials and ancillary services such as flexible delivery, with no AI-driven or productized software revenue line evident in the data. Strategic emphasis is on sustaining breadth of assortment, omnichannel convenience, and expansion into electrification-adjacent categories.

Name

Selga

Website

https://selga.se

Company type

Private

Founded year

1969

Headcount range

501–1,000 employees

Short description

Selga is a Swedish electrical materials wholesaler operating 60+ stores, an e-commerce site, and a mobile app, distributing roughly 150,000 SKUs to electricians, installers, industrial buyers, and property owners as part of Rexel Group.

Ownership category

akta.pro rank

Headquarters

HQ city

Norrtälje

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electrical Materials Wholesale: Sale of electrical materials including cables, installation materials, safety products, sensors, lighting, charging stations, solar and energy solutions to electricians, installers, and companies.
2. Professional Services and Logistics: Flexible delivery services including express delivery and coordinated deliveries tailored to customer needs.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Selga is an online and physical wholesaler of electrical materials and parts, offering approximately 150,000 products across cables, installation materials, power distribution, fuses and switchboards, industrial automation, EV charging, solar energy and storage, lighting, telecom/data and security, and heating/comfort categories. It distributes to electricians, installers, industrial companies, property owners, project developers, system integrators, and public-sector buyers through 60+ Swedish stores, an e-commerce platform, a mobile app, dedicated personal sales representatives, and EDI/Punchout procurement integrations.

Product overview

Selga (operated by Rexel Sverige) is a leading electrical wholesaler offering approximately 150,000 electrical and energy technology products through an e-commerce platform, physical stores, and mobile app. The company operates as a unified multi-channel offering rather than a modular platform — customers can shop in-store, on the website, or via the app. The product portfolio spans cables, installation materials, power grid equipment, tools, protective equipment, measuring instruments, fuses and switchboards, EV charging and solar energy solutions, industrial automation, telecom/data and security systems, lighting, and heating/comfort products. The company serves electricians, installation companies, automation specialists, property owners, project developers, and system integrators through approximately 60 stores across Sweden.

Differentiator

Problem solved

Functional benefit

Products and services

• Kabel / Cables Range of power, control, electronics, machine, connecting, installation, telecom/low-voltage, and data/bus/fiber optic cables for electrical installers and contractors.
• Elnätsmateriel / Power Grid Equipment Power grid equipment, lightning protection, cable accessories, contact crimping materials, and electricity and energy meters for grid and metering applications.
• Installationsmateriel / Installation Materials Cable ladders, trunking, channels, quick-connected installation systems, presence/motion detectors, conduits, boxes, glands, fire protection, fixing materials, building automation, switches, and wall outlets for electrical installers.
• Verktyg, mätinstrument, skyddsutrustning / Tools, Measuring Instruments, Protective Equipment Professional tools, protective equipment and clothing, and measuring instruments used by electricians and installation professionals.
• Säkringar, centraler, skåp, elfördelning / Fuses, Switchboards, Cabinets, Power Distribution Fuses, miniature circuit breakers, central distribution systems across IP ratings, engine heaters, temporary electricity, device and data cabinets, busbar distribution, terminal blocks, connectors and marking materials for power distribution.
• Elbilsladdning, solenergi och energilager / EV Charging, Solar Energy and Energy Storage Electric vehicle charging infrastructure, solar energy solutions, energy storage systems, and bicycle charging facilities for property owners, developers and sustainability-focused customers.
• Industri, automation / Industrial Automation Motor protection, circuit breakers, contactors, frequency converters, soft starters, motors, control devices, sensors, relays, and programmable control systems for industrial automation customers.
• Tele/data och säkerhet / Telecom, Data and Security Telephone and fiber materials, data network equipment, UPS, signal and battery equipment, emergency signals, telephony, door phones, access control, antenna systems, audio/video distribution, and fire/intrusion alarm and camera surveillance systems.
• Belysning / Lighting Interior, industrial, emergency, decorative, outdoor, construction and workplace lighting, plus LED modules, LED light sources, and other light sources including Christmas lighting.
• Värme och komfort / Heat and Comfort Electric radiators, radiant heaters, thermostats, heating/ceiling fans, dehumidifiers, heating cable and controls, kitchen fans, hob plates, drying cabinets, sauna heaters, ventilation fans and towel dryers for residential and commercial comfort applications.

Named customers6 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core.

• Schneider ElectriccoreTechnology or IntegrationLeading manufacturer of electrical distribution, automation, and energy management products. Featured as a key brand in Rexel Sveriges product portfolio.
• ABBcoreTechnology or IntegrationGlobal technology company providing electrification, automation, and digitalization solutions. Distributed through Rexel Sverige stores.
• GarocoreTechnology or IntegrationSwedish manufacturer specializing in electrical installation products and e-mobility solutions. Key brand partner for electrical materials.
• PlejdcoreTechnology or IntegrationSwedish smart lighting and building automation company. Products distributed through Rexel Sverige for smart home and building automation.
• PrysmiancoreTechnology or IntegrationGlobal leader in energy and telecom cable industry. Key supplier of cable products for Rexel Sverige.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• ABB Sverige: Swedish operations of ABB, a global electrification and automation manufacturer and another core supplier to Selga. Represents both a partnership and a partial channel overlap as ABB expands direct and digital sales to installers and industrial customers.
• Conrad Electronic (Sverige): European online electronics and electrical components distributor with a Swedish storefront. Competes with Selga on catalog-driven procurement for SMB electricians and industrial buyers, particularly on commodity and smaller-volume items.
• Schneider Electric Sverige: Swedish subsidiary of a global electrical equipment, automation, and energy management manufacturer and a key supplier to Selga. Increasingly sells direct and via digital channels, partially overlapping with Selga's installer and automation customers.
• Garo AB: Swedish manufacturer of electrical installation products and EV charging solutions, distributed through Selga. Comparable product overlap in installation materials and growing EV charging category that Selga also serves.

Broad incumbents

• Rexel Group: Global electrical distribution group and parent of Rexel Sverige (which operates Selga). Provides group context for the business model, procurement scale, and strategic direction; included as the relevant broader incumbent reference.
• Sonepar Group: World's largest electrical distributor with operations across Europe including Sweden (Elektroskandia). Comparable global-scale electrical distribution business model to Rexel/Selga and the most relevant incumbent peer at the group level.
• Würth Sverige: Swedish arm of the Würth Group, a global technical wholesaler focused on assembly, fastening, and electrical/MRO supplies for trades and industry. Overlaps with Selga on installation tools, fixings, and consumables sold to electricians and contractors.

Direct peers

• Ahlsell Sverige: Leading Nordic technical wholesaler serving installation, construction, and industrial customers across Sweden with overlapping categories including electrical materials, lighting, and tools. Competes directly with Selga for installer and contractor accounts.
• Elektroskandia (Sonepar Sverige): Swedish electrical wholesaler, part of Sonepar Group, offering cables, installation materials, lighting, and automation products to electricians and industrial customers. Most direct head-to-head competitor to Selga in Sweden with comparable omnichannel presence and SKU depth.
• Solar A/S (Sweden operations): Danish-headquartered electrical and energy wholesaler with Swedish operations, serving installers and industrial customers with electrical, lighting, and climate/energy solutions. Directly comparable business model and customer base to Selga.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/selgaelgrossist

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 Selga