BEROLINA tool specialist trade

What BEROLINA tool specialist trade does

Berolina Werkzeug Fachhandel GmbH, trading as BEROLINA, is a privately held German specialist tool and occupational safety equipment distributor founded in 1988 and headquartered at Alt-Mahlsdorf 119 in Berlin-Mahlsdorf. The company operates as a multi-brand professional tool dealer serving skilled tradespeople, construction and industrial companies, and occupational safety officers, with an offering spanning 15+ product categories including power tools, hand tools, measuring instruments, welding, clamping, cutting/drilling consumables, fastening technology, workshop supplies, machining, and personal protective equipment. It holds Bosch Premium Partner and Milwaukee Premium Partner status — the highest tier in each manufacturer's professional dealer program — and operates its own plus6 private-label brand alongside value-added services such as an in-house repair workshop, calibration and documentation, ladder testing, textile embroidery on workwear and helmets, and digital process optimization consulting.

The business runs a hybrid go-to-market combining a brick-and-mortar storefront (Mon-Fri 7:00-17:00), a login-gated B2B e-commerce web shop at berolina-werkzeuge.de with barcode/QR scanning and an Oxomi digital catalog integration, a field sales team supported by manufacturer application engineers (e.g., Milwaukee), and manufacturer co-marketing programs such as Bosch ProDeals and the Milwaukee Platinum Service All-Inclusive 36-month rental package. Revenue is generated primarily through one-time product resale across Bosch, Milwaukee, Fein, Knipex, STIHL, Kärcher, and other professional brands; supplemented by recurring revenue from rental packages (Milwaukee All-Inclusive, minimum initial order €4,000), manufacturer service contracts (Bosch PRO Service GO at €18 and Comfort A-D packages €136-€261), extended warranties (3 years for Bosch Professional power tools, 3 years/2 years for Milwaukee power tools/batteries), and repair/maintenance services.

Under managing director Thomas Hensel (Geschäftsführer), Berolina is a GmbH with 11-50 employees, no disclosed external funding, no parent company, and no public listing. The company is regionally concentrated in Berlin but ships nationwide through its e-commerce platform, and supports BG Bau subsidy-driven demand for occupational safety and Milwaukee products. The technology stack is a conventional e-commerce/web-shop platform with third-party integrations (Oxomi, Google Analytics, Facebook Pixel, 1WorldSync, Vimeo, YouTube, Cliplister); no proprietary AI/ML capabilities or developer-facing API are documented in the source data.

Name

BEROLINA tool specialist trade

Legal name

Berolina Werkzeug Fachhandel GmbH

Website

https://berolina-werkzeuge.de

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

BEROLINA is a Berlin-based multi-brand specialist dealer of professional power tools, hand tools, and occupational safety equipment, serving German tradespeople, construction firms, and industrial buyers via a Berlin-Mahlsdorf storefront, B2B e-commerce shop, and field sales team.

Ownership category

akta.pro rank

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Tool and Equipment Product Sales: Primary revenue stream from selling professional-grade power tools, hand tools, measuring instruments, occupational safety products, workshop equipment, welding supplies, clamping, cutting/drilling consumables, fasteners, and metalworking tools. Products sold through both physical storefront and online shop. B2B pricing with customer-specific rates requiring login/account.
2. Repair and Maintenance Services: On-site and workshop repair services for power tools and equipment. Includes guarantee repair processing, professional incoming inspection, and calibration and documentation services. Supports both Bosch and Milwaukee warranty/repair programs.
3. All-Inclusive Rental Packages (Milwaukee): 36-month all-inclusive rental packages for Milwaukee power tools based on the Milwaukee Platinum Service, with monthly rental rates, maintenance, priority repair, pickup/return service, and parts flat rate. Minimum initial order value of €4,000.
4. Service Contracts (Bosch PRO Service, Milwaukee Extended Warranty): Sale of manufacturer service packages including Bosch PRO Service GO, PRO Service Comfort (categories A–D), and Milwaukee extended warranty programs (3-year for power tools, 2-year for batteries) sold as one-time fees bundled with tool purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

BEROLINA (Berolina Werkzeug Fachhandel GmbH) is a Berlin-based B2B distributor of professional-grade tools, workshop equipment, and occupational safety products from brands such as Bosch, Milwaukee, Fein, Knipex, STIHL, Kärcher, and its own plus6 house brand. The company sells through a physical retail store in Berlin-Mahlsdorf, a full B2B e-commerce shop, and a field sales team, while also offering repair, calibration, equipment testing, textile customization, and 36-month all-inclusive rental packages for Milwaukee tools.

Product overview

BEROLINA Werkzeug-Fachhandel GmbH is a specialist tool trade company operating as a multi-brand distributor of professional tools and occupational safety equipment. The company functions as a platform dealer offering an extensive catalog across multiple product categories (occupational safety, industrial equipment, power tools, hand tools, welding, measuring, clamping, cutting/drilling/grinding, fastening, workshop supplies, and machining) featuring multiple brand shops (Bosch, Milwaukee, and own Berolina brand). The portfolio includes both products and associated services such as ladder testing, repair services, textile finishing, and barcode services. The company serves as a Bosch Premium Partner and Milwaukee Premium Partner, offering exclusive brand-specific services including warranty extensions, repair services, and financing options.

Differentiator

Problem solved

Functional benefit

Brands

• plus6: A private label brand/sub-brand operated by Berolina, appearing in product category URLs and service offerings such as plus6 Service Regal, plus6 (service division), and Elektrowerkzeuge-plus6 product categories.

Products and services

• plus6 Private Label Products

Quantifiable outcome

• Bosch 30-day money-back guarantee on Bosch Professional tools; 3-year warranty with PRO360 registration
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Bosch ProfessionalcoreChannel Partner/ Reseller/ DistributorBerolina is a Bosch Premium Partner, the highest tier of Bosch's professional dealer program. As a Premium Partner, Berolina offers the full Bosch Professional product range with exclusive benefits including 30-day money-back guarantee, 36-month full-service coverage, and participation in Bosch ProDeals promotional campaigns. Bosch provides system consultation, training, early access to new products, and co-marketing support.
• MilwaukeecoreChannel Partner/ Reseller/ DistributorBerolina is an authorized Milwaukee dealer and Premium Partner. Offers the full Milwaukee professional tool range with exclusive benefits including 30-day money-back guarantee, extended 3-year warranty for power tools and 2-year for batteries (with online registration), Milwaukee Platinum Service access, and All-Inclusive 36-month rental packages. Milwaukee application engineers support on-site customer consultations.
• BG Bau (Berufsgenossenschaft der Bauwirtschaft)minorOthersBerolina advises customers on BG Bau subsidy programs (Förderprämien) for occupational safety products. BG Bau members can receive financial subsidies when purchasing eligible Milwaukee products and occupational safety equipment through Berolina. This partnership drives demand for occupational safety products.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Toolport: Toolport GmbH operates a German online shop for professional tools, machinery, and workshop equipment. Comparable as a direct e-commerce competitor targeting the same tradesperson and small-business segment, with overlapping brand assortments and similar service-and-pricing positioning.
• Berner Group: Berner SE is a German-headquartered B2B specialist in direct sales of tools, consumables, and chemicals to the construction, automotive, and industrial sectors. Closely mirrors Berolina's multi-channel B2B trade model and its combination of own-brand products with premium third-party brands.
• Würth: Adolf Wuerth GmbH & Co. KG is Germany's and Europe's leading B2B specialist for screws, fasteners, tools, and occupational safety. Highly comparable to Berolina as a multi-brand, B2B-focused tool and PPE specialist with a strong field-sales-driven model and own private-label products, though at vastly greater scale.
• Hoffmann Group: Hoffmann SE is a leading German B2B supplier of quality tools, operating the Toolcraft and Garant brands with a strong e-commerce and direct-sales model. Directly comparable to Berolina in product breadth, multi-brand distribution, B2B customer focus, and integrated e-commerce plus field-sales approach.
• Contorion: Contorion GmbH is a German online B2B retailer specializing in professional tools and industrial supplies. A direct e-commerce-native competitor to Berolina, with overlapping brand assortment (Bosch, Milwaukee) and identical target customer of professional tradespeople and small/mid-sized businesses.

Broad incumbents

• OBI: OBI Bau- und Heimwerkermärkte GmbH & Co. KG is one of Germany's largest DIY and home improvement retail chains. Comparable at the product-category level (tools, workshop, occupational safety) but primarily serving DIY consumers rather than Berolina's B2B tradesperson core market.
• Hornbach: Hornbach Baumarkt AG is a major German DIY big-box retailer carrying professional-grade tools alongside consumer DIY products. Comparable as a multi-category tool and equipment seller with overlap in Berolina's customer base, though focused on retail DIY rather than B2B specialist.
• Hagebau: Hagebau Handelsgesellschaft für Baustoffe mbH & Co. KG is a German cooperative of building materials and tool retailers. Comparable as a multi-category construction supply channel offering tools and PPE to professional and DIY customers across Germany, with overlap in target customer segments.
• Bauhaus: Bauhaus GmbH & Co. KG is a leading European DIY big-box retailer with extensive tool, workshop, and occupational safety assortments. Comparable as a multi-category seller of tools and PPE, though primarily retail-focused rather than the B2B specialist model Berolina operates.

Regional players

• ELMAG: ELMAG Entwicklungs- und Handels GmbH is an Austrian metalworking and welding tool specialist with a strong DACH distribution footprint. Comparable to Berolina as a regional tool specialist, with overlap in welding, measuring, and metalworking categories, though primarily Austria-based.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xwhatsapp.com/channel/0029VbCSnbwATRSrgtzLLq2X
• YouTubeyoutube.com/channel/berolina
• Facebookfacebook.com/berolina.werkzeuge
• LinkedInlinkedin.com/company/berolina-werkzeug-fachhandel
• Instagraminstagram.com/berolina_werkzeuge

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 BEROLINA tool specialist trade