What Pebe does

PeBe AB is a Swedish automotive aftermarket distributor founded in 1979 and headquartered in Veddige, Sweden. The company specializes in custom-tailored car upholstery (skr\u00e4ddarsydd bilkl\u00e4dsel) and a broad portfolio of vehicle accessories including model-specific floor mats, roof racks, comfort walls, dog crates, and roof storage boxes. Its catalog also extends to commercial vehicle categories (transport vans, trucks, construction/tractors) and Lazer-branded LED auxiliary lighting systems, including the Digital Lightning 1200 CAN-bus controller. The firm sells to two primary segments: consumer vehicle owners purchasing through the pebe.se e-commerce storefront, and commercial/transport vehicle operators served through a dealer and reseller network that includes named accounts such as Atteviks Bil AB, Tranemo Bil AB, Autoexperten, and AD Bildelar. Pricing is unit-based with Swedish VAT-inclusive display pricing, payment processing is handled by Klarna, and the company is part of the CalixKlippan Group corporate structure.

The underlying business is light distribution and fitment-specific product configuration rather than heavy manufacturing or software. Differentiation rests on a 45-year-old brand, model-specific product fitment across a wide range of vehicle makes (Ford, VW, Mercedes, Toyota, Kia, Volvo), and maintenance of ABE, FR2000, Code of Conduct, and Quality & Environment certifications that support dealer and commercial fleet procurement. The go-to-market combines direct-to-consumer e-commerce with a multi-tier dealer and parts-retailer channel in Sweden (with some reseller activity in Germany). Revenue is generated through one-time product sales with no disclosed subscription, licensing, or recurring component.

Name

Pebe

Legal name

PeBe AB

Website

https://pebe.se

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

PeBe AB is a Swedish aftermarket distributor (founded 1979, Veddige) selling custom-fit car upholstery, floor mats, roof racks, comfort walls, and Lazer LED lighting kits to consumer vehicle owners, commercial fleet operators, and automotive dealers across Sweden via pebe.se and a dealer network.

Ownership category

akta.pro rank

Headquarters

HQ city

Veddige

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Pebe generates revenue through direct sales of custom car upholstery, accessories, and branded products via their e-commerce platform. Products include car seats, roof racks, LED lighting, floor mats, dog crates, and comfort walls for various vehicle types.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

PeBe AB manufactures and distributes custom-tailored vehicle interior products and accessories under its own brand in Sweden. Its core offerings are model-specific car seat upholstery (skräddarsydd bilklädsel), universal-fit seat covers, vehicle-tailored floor mats and rubber cargo mats, roof racks and Calix roof boxes with accessories, comfort walls for transport vans, and Lazer-brand LED auxiliary lighting kits including complete mounting solutions. Products are sold via the pebe.se e-commerce platform and through an authorized dealer network across Sweden.

Product overview

PeBe AB is a Swedish company specializing in custom-tailored car upholstery and automotive accessories. The core product offering centers on skräddarsydd bilklädsel (custom car upholstery) and mattroar (floor mats) designed for specific vehicle models. The product portfolio extends across multiple categories including Takräcke med tillbehör (roof racks), Komfortvägg (comfort walls) for commercial vehicles, Husbil/Husvagn (motorhome/caravan) accessories, Hundburar (dog crates), and Extraljus LED Lazer (Lazer LED lighting systems). The Lazer product line includes complete mounting kits, light bars (Glide, Linear, Triple-R series), and the Digital Lightning 1200 CAN-bus controller. Products are distributed through an e-commerce platform (pebe.se) and a network of resellers across Sweden and Germany, with customization offered for a wide range of vehicle brands including Ford, VW, Mercedes, Toyota, Kia, and Volvo.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Car Upholstery (Skräddarsydd bilklädsel) Custom-tailored car seat covers and interior upholstery designed for a precise fit in specific vehicle models; the company's flagship product line.
• Universal Car Upholstery (Universal bilklädsel) Universal-fit car seat covers that are not model-specific, suitable for vehicles where custom patterns are not required.
• Vehicle Floor Mats (Mattor) Vehicle floor mats designed for various car types including passenger cars, transport vans, and trucks.
• Rubber Cargo Mat (Lastmatta i gummi) Rubber cargo floor mats, including model-specific variants such as the Lastmatta i gummi for Kia PV5.
• Roof Racks with Accessories (Takräcke med tillbehör) Model-specific roof racks that mount to vehicle anchor points using included bolts, designed for transport vans.
• Roof Box Calix with Accessories (Takbox Calix med tillbehör) Roof storage boxes and accessories for vehicle roof mounting, sold under the Calix brand.
• Comfort Wall (Komfortvägg) Interior partition walls for vehicle cabins that provide noise reduction and increased space, available with or without window and opening for long loads.
• Motorhome / Caravan Accessories (Husbil / Husvagn) Accessories for motorhomes and caravans including upholstery and protective products.
• Dog Crates with Accessories (Hundburar med tillbehör) Pet transport crates and accessories for safe transportation of dogs in vehicles.
• Lazer LED Extra Lights (Extraljus LED Lazer) LED auxiliary lighting products from Lazer Lamps including light bars, mounting kits, and work lights. Product lines include Glide, Linear, Air, ST/T Evolution, Triple-R, Sentinel, RP-series, and Carbon series.
• Lazer Complete LED Light Kits (Lazer Kit) Complete vehicle-specific LED light installation kits including 2x Triple-R 750 or Glide lights, relay/wiring harness, and model-specific mounting kit. Available in Standard, Elite, and Blixtljus (flashing) variants. Pricing 9,500-13,875 SEK.
• Digital Lightning 1200 CAN bus-controlled LED light controller for modern vehicles with adaptive LED headlights. Features simple installation with two battery cables and CAN bus cables to headlights, generates no error codes, and supports both 12V and 24V DC.
• Warning Lights (Blixtljus) Warning and emergency lights for vehicles.
• Bumper Protection (Stötfångarskydd) Bumper protection products to prevent damage.
• Felt and Damping Material (Filt och dämpmaterial) Acoustic felt and vibration damping materials for vehicle interiors.
• Children in Car Products (Barn i bil) Child safety products and accessories for vehicle transportation of children.

Named customers4 records

Segments3 records

Ideal customer profiles3 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.

• KlarnacoreTechnology or IntegrationPebe uses Klarna as their payment processing partner, offering Swedish customers various payment options including invoice, Swish, credit, card payments, and bank transfers through the Klarna checkout system.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ahlsell: Large Nordic distributor of installation, tools, and vehicle/industrial supplies to professional buyers. Overlaps with Pebe in supplying commercial transport and trades customers with vehicle accessories, but operates at much broader industrial scale.

Direct peers

• Katzkin Leather: US-based manufacturer of custom leather interior upholstery and seat covers for cars and trucks. Directly comparable to Pebe's core "skräddarsydd bilklädsel" custom-fit upholstery business, with the same model-specific tailoring and dealer installation model.
• WeatherTech: US manufacturer of vehicle-specific floor mats, cargo liners, and interior protection accessories sold direct-to-consumer. Closely comparable to Pebe's "Mattor" (floor mats) category and its custom-fit, model-specific approach to interior accessories.
• Mekonomen Group: Leading Nordic automotive spare parts distributor and workshop chain operating across Sweden, Norway, and other Northern European markets. Comparable to Pebe through its Swedish roots, multi-brand aftermarket parts distribution model, and dealer/workshop channel relationships.
• AD Bildelar: Swedish multi-location automotive parts retailer and one of Pebe's named dealer accounts. Comparable as a Sweden-based aftermarket parts/accessories retailer; serves as both customer and adjacent competitor in overlapping product categories.
• Thule Group: Swedish-headquartered manufacturer of roof racks, roof boxes, and active lifestyle vehicle accessories. Directly comparable to Pebe's roof rack and roof box (Takbox Calix) categories, serving similar consumer and commercial vehicle customers across Europe.
• AutoDoc: European e-commerce platform for automotive parts and accessories serving both consumers and workshops. Comparable to Pebe's pebe.se e-commerce channel and broad aftermarket accessory catalog, though at significantly larger pan-European scale.
• Covercraft: US manufacturer of custom vehicle covers, seat protectors, and interior protection products. Comparable to Pebe through its model-specific protective accessories, multiple vehicle segment coverage (cars, RVs, commercial), and dealer/DTC hybrid distribution.
• Biltema: Nordic discount retailer carrying a broad assortment of automotive parts, accessories, and consumables. Comparable to Pebe's e-commerce-led aftermarket accessory business, particularly on price-sensitive consumer vehicle owners in the same geographies.

Others

• Calix AB: Sister company under the CalixKlippan Group, manufacturer of roof boxes (the Takbox Calix brand Pebe distributes). Relevant as a related-party comparator and supplier within the same corporate group rather than a direct external competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pebe-ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Pebe