What Eltra does

Eltra is a Belgium-based B2B distributor specializing in electrical materials, lighting, and home improvement products, serving more than 1,000 retail stores across Belgium, the Netherlands, and broader Europe. Founded in 1954 by the Verbeelen family in Antwerp and headquartered in Temse, Belgium, the company operates as a 'House of Brands' combining distribution of tier-one A-brands (Niko, Legrand, Ledvance, Duracell, Honeywell, Nexans, Schneider Electric, BTicino, Wago, Varta, OSRAM) with proprietary own brands (Qnect, BlooBoost, Ceezam, Profile, Elfix, Select-plus, Prolight) and retailer private-label supply (Handson, Sencys, Prof Depot, Meno, Kelfort). Its product range spans 12 categories: switchgear, installation equipment, cable, connectors, light sources, fixtures, security, HVAC, comfort, multimedia, batteries, and accessories. Eltra is a privately held subsidiary of the Heylen Group following a 2020 acquisition, with Dirk Baum serving as CEO and co-owner.

Eltra's operating backbone is the Distribution-As-A-Service (DAAS) model: an integrated service menu covering sourcing, in-house packaging production, logistics, category management, sales, and finance. The company runs a centralized 21,500 m² warehouse plus 3,500 m² production facility in Evergem, operational since May 2022, with 16,500 pallet locations and a robotic bin storage system featuring 23 self-driving robots managing 20,400 bins. The hub processes approximately 2.5 million order lines per year and produces more than 5 million packages annually using in-house developed carton (up to 1,000 packages per hour for Niko), blister, and cable packaging (5–50 m cuts) machines. Shelf-ready picking sequences deliveries in store-shelf order, while dropshipment and later cut-off times support retailers' B2C fulfillment. Revenue is generated through B2B sale of branded, own-brand, and private-label products plus ancillary distribution, packaging, category-management, and finance services; pricing is quote-based and not publicly disclosed.

Name

Eltra

Legal name

Eltra NV

Website

https://eltra.be

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

51–100 employees

Short description

Eltra is a Belgium-based B2B distributor of electrical materials, lighting, and home improvement products, serving over 1,000 retail stores across the Benelux and Europe through a centralized robotized logistics hub and a House of Brands portfolio of A-brands, own brands, and private labels.

Ownership category

akta.pro rank

Product category

Electrical and Lighting Distribution for Home Improvement

NAICS

Other Building Material Dealers (444180)

SIC

Wholesale-Misc Durable Goods (5090)

akta.pro primary industry

Home Improvement & DIY (Tools, Hardware, Paint) Distribution (CRAOAFAC)

Keywords

• Electrical materials distribution
• Lighting products wholesale
• DIY retail supply
• Home improvement distribution
• Value-added distribution services

Headquarters

HQ city

Temse

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product distribution and sales: Eltra distributes a broad range of electrical materials and lighting products (12 product groups: switchgear, installation equipment, cable, connect, lighting sources, fixtures, security, HVAC, comfort, multimedia, batteries, and accessories) to more than 1,000 DIY retail stores in Belgium, the Netherlands, and across Europe. Revenue is generated through the sale of branded and own-brand products with associated distribution and logistics services.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Eltra is a B2B distributor of electrical materials and lighting products for the home improvement (DIY) market, supplying more than 1,000 retail stores in Belgium, the Netherlands, and across Europe. The company operates a value-added Distribution As A Service (DAAS) model spanning sourcing, production/packaging, logistics, category management, sales, and finance, distributing both third-party A-brands and proprietary own brands across 12 product categories.

Product overview

Eltra is a leading distributor of electrical materials and lighting for the home improvement (DIY) market in Belgium, the Netherlands, and across Europe. Founded in 1954, the company operates as a House of Brands offering both A-brands (Niko, Ledvance, Legrand, Duracell, Honeywell, Nexans, BTicino, Schneider Electric, Wago, Varta) and proprietary own brands (Qnect, BlooBoost, Ceezam, Profile, Select-plus, Prolight, Elfix). Their product portfolio spans 12 categories: Switchgear, Installation Equipment, Cable, Connect, Light Sources, Lighting Fixtures, Security, HVAC, Comfort, Multimedia, Batteries, and Accessories. The company also provides Distribution As A Service (DAAS), a comprehensive service model encompassing Sourcing, Production/Connect, Logistics, Category Management, Sales, and Finance. A distinctive capability is their in-house packaging production for both cardboard (producing up to 1,000 packages per hour for NIKO) and blister packaging, as well as cable cutting services. Their state-of-the-art logistics center in Evergem features 23 robots and automated systems processing 2.5 million order lines annually.

Differentiator

Problem solved

Functional benefit

Brands

• Qnect: Own brand for home improvement electrical products
• BlooBoost
• Ceezam
• Meo
• ELO Y
• Profile
• Select-plus
• Prolight
• Elfix
• Zibro
• Handson
• Sencys
• Prof Depot
• Meno
• Kelfort

Products and services

• Distribution As A Service (DAAS) Comprehensive value-added distribution framework combining sourcing, production, packaging, logistics, category management, sales, and finance for retail and brand partners in the Benelux and European DIY/home improvement market.
• Sourcing Service Global sourcing of innovative home improvement products with quality inspections, pre-shipment controls, and inbound checks performed by Eltra's QC staff for retailers and brand partners.
• Production / Packaging Service In-house packaging production including carton packaging for switchgear (up to 1,000 packages per hour), blister packaging for connectors and small components, and cable packaging with 5-50m cuts, with annual capacity of more than 5 million packages.
• Logistics Service Centralized logistics from the Evergem hub with 16,500 pallet locations, 20,400 bins managed by 23 robots, processing 2.5 million order lines annually, offering dropshipment and shelf-ready picking for B2C fulfillment.
• Category Management Service Category management including package design, point-of-sale materials, digital content, catalogs, dedicated brand websites, and Product Information Management (PIM) and Digital Asset Management (DAM) for optimal brand and assortment performance in retail.
• Sales Service Full sales trajectory for retail and brand customers through Key Account Managers, Business Development Managers, Export Manager, Field Sales representatives (4 in Belgium), and customer service support.
• Finance Service Finance services including paperless information exchange via EDI and working capital buffer services for retail and brand customers.
• Qnect Eltra's proprietary smart home and connectivity brand for the DIY retail channel, covering electrical and home improvement products, supported by a dedicated brand website, POS materials, displays, and after-sales service.
• BlooBoost Eltra proprietary brand focused on smart home and IoT products, supported with in-store POS materials, displays, after-sales support, and a dedicated website.
• Ceezam Eltra proprietary brand offering smart home and automation products, supported by dedicated marketing and a brand website.
• Profile (Ventilation and Mobile Air Conditioning) Eltra proprietary brand covering comfort products including ventilators and mobile air conditioning units, supported by a dedicated brand website and in-store POS materials.
• Elfix (Installation and Fixing) Eltra proprietary brand providing installation and fixing products for the DIY channel, managed with dedicated brand support.
• Select-plus (Electrical Installation Accessories) Eltra proprietary brand offering electrical installation accessories and tools for the DIY retail channel.
• Prolight (Professional Lighting) Eltra proprietary brand for professional lighting solutions for the DIY and home improvement retail channel.
• Private Label Development (Handson, Sencys, Prof Depot, Meno, Kelfort) Private label product development and supply for large retailers in the home improvement sector, covering cable, lamps, switchgear, professional tools, and installation equipment across labels such as Handson, Sencys, Prof Depot, Meno, and Kelfort.

Quantifiable outcome

• Processes more than 2.5 million order lines per year from the Evergem logistics center
• +4 more outcomes

Named customers21 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

28 partnerships are on record, tiered minor, flagship and core.

• SoneparminorStrategic or Co-development Partner · 1 January 1995The Verbeelen family joined Sonepar in 1995, at which point Eltra's focus shifted 100% to the DIY market. Sonepar is a global specialist in B2B electrical distribution. This partnership predates the Heylen Group acquisition.
• NikoflagshipStrategic or Co-development PartnerNiko is a key A-brand partner of Eltra for over 50 years, with intensified partnership since 2015. Eltra provides retail packaging (revolutionary carton packaging produced at up to 1,000/hour), sales representation, merchandising, and category management for Niko in the DIY channel. Niko has explicitly endorsed Eltra as their preferred DIY service partner due to Eltra's market knowledge, logistics flow, and shared values.
• LegrandcoreStrategic or Co-development PartnerEltra distributes Legrand products and provides blister packaging services for Legrand products on their in-house blister packaging machines. Eltra's sales team represents Legrand in the DIY retail channel.
• LedvancecoreStrategic or Co-development PartnerEltra is a distribution and logistics partner for Ledvance products in the DIY channel, providing retail support and category management.
• DuracellcoreStrategic or Co-development PartnerEltra distributes Duracell battery products through the DIY retail channel, leveraging its established logistics network and category management expertise.
• HoneywellcoreStrategic or Co-development PartnerEltra distributes Honeywell products including home comfort and security solutions through the DIY retail channel.
• NexanscoreStrategic or Co-development PartnerEltra distributes Nexans cable products (including XVB and XMVK installation cables) and provides cable packaging services, using in-house developed cable packaging machines.
• Schneider ElectriccoreStrategic or Co-development PartnerEltra distributes Schneider Electric products in the DIY channel, providing sales representation and category management support.
• WAGOcoreStrategic or Co-development PartnerEltra provides blister packaging for WAGO products on their in-house blister packaging machines and distributes WAGO products in the DIY retail channel.
• HeliacoreStrategic or Co-development PartnerEltra provides blister packaging for Helia products and distributes Helia products through the DIY retail channel.
• VartacoreStrategic or Co-development PartnerEltra distributes Varta batteries and portable power products in the DIY retail channel.
• BTicinocoreStrategic or Co-development PartnerEltra distributes BTicino smart home and electrical installation products in the DIY retail channel.
• AttemacoreStrategic or Co-development PartnerEltra distributes Attema electrical installation products in the DIY channel.
• ABB VynckiercoreStrategic or Co-development PartnerEltra distributes ABB Vynckier products in the DIY retail channel.
• OSRAMcoreStrategic or Co-development PartnerEltra distributes OSRAM lighting products in the DIY retail channel.
• GP BatteriescoreStrategic or Co-development PartnerEltra distributes GP Batteries products in the DIY retail channel.
• NetatmocoreStrategic or Co-development PartnerEltra distributes Netatmo smart home products in the DIY retail channel.
• Voka (Kamer van Koophandel)minorOthersEltra has been a member of Voka (Flemish business network) for more than 10 years. Voka organizes approximately 1,000 networking events, activities, and training sessions annually and supports businesses at all stages of entrepreneurship.
• Qnect (Own Brand)coreStrategic or Co-development PartnerQnect is an own brand of Eltra, developed to provide differentiation in the DIY retail shelf. Eltra manages the full brand including product development, packaging, POS materials, displays, after-sales support, and a dedicated website (qnecthome.com).
• BlooBoost (Own Brand)coreStrategic or Co-development PartnerBlooBoost is an Eltra own brand focused on smart home and IoT solutions. Supported with in-store POS materials, displays, after-sales support, and a dedicated website (blooboost.com).
• Ceezam (Own Brand)coreStrategic or Co-development PartnerCeezam is an Eltra own brand targeting smart home and convenience products, supported by dedicated marketing and brand website (ceezam.eu).
• Profile (Own Brand)coreStrategic or Co-development PartnerProfile is an Eltra own brand covering comfort products (ventilators, mobile air conditioning), supported by dedicated brand website and in-store POS materials.
• Elfix (Own Brand)coreStrategic or Co-development PartnerElfix is an Eltra own brand providing installation and fixing products, managed with dedicated brand support.
• Handson (Private Label)coreStrategic or Co-development PartnerHandson is a private label developed and supplied by Eltra for large DIY retailers, covering a range of home improvement products including cable, lamps, and switchgear.
• Sencys (Private Label)coreStrategic or Co-development PartnerSencys is a private label developed and supplied by Eltra for large DIY retailers, part of the private label portfolio alongside Handson and Prof Depot.
• Prof Depot (Private Label)coreStrategic or Co-development PartnerProf Depot is a private label developed and supplied by Eltra for building materials retailers, covering professional-grade tools and installation equipment.
• Meno (Private Label)coreStrategic or Co-development PartnerMeno is a private label managed by Eltra for large retailers in the home improvement sector.
• Kelfort (Private Label)coreStrategic or Co-development PartnerKelfort is a private label developed and supplied by Eltra for retailers, covering electrical installation and building materials products.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• YESSS Electrical: European B2B electrical distributor operating branches across the UK, Ireland, Germany, and the Netherlands with significant DIY and contractor channel presence. Closely comparable in product mix (electrical materials, lighting, smart home) and customer overlap, especially given YESSS's expansion into Benelux markets where Eltra operates.
• City Electrical Factors (CEF): UK's largest privately-held electrical distributor with 390+ branches serving installers and trade customers. Comparable as a specialist B2B electrical distributor with a branch-light, central-warehouse model and a strong lighting category focus similar to Eltra's proposition.
• Sonepar: The Verbeelen family (Eltra founders) joined Sonepar in 1995, so the two share historical corporate ties. Sonepar is the world's largest privately-held B2B electrical distributor headquartered in France, making it the closest comparable in B2B electrical distribution even though Eltra's DIY channel focus is more specialized than Sonepar's industrial mix.
• Hagemeyer: Historical Benelux-focused electrical distribution brand that was a major independent player in the region before being absorbed into Sonepar. Directly comparable to Eltra as a Benelux electrical distributor with DIY and professional channel exposure, though today it largely operates as a Sonepar brand rather than a separate entity.
• Technische Unie: Dutch technical services distributor owned by Würth, supplying electrical installation, lighting, and maintenance products to installers, industry, and retail in the Netherlands. Comparable in product categories and direct proximity to the Dutch market where Eltra maintains its second office.

Broad incumbents

• Würth: German family-owned global distribution leader in assembly and fastening materials, tools, and DIY-adjacent supplies across Europe. Comparable in size and channel breadth for trade and DIY markets, with overlapping own-brand and private-label capabilities and a similar field-sales-heavy distribution model that emphasizes rep-driven relationships.
• Rexel: Global French-listed B2B distribution group for electrical, lighting, security, and energy management products, serving industrial, commercial, and residential customers across Europe. Comparable as a broad incumbent in the same product categories, though with a markedly different customer mix that leans more toward professional installers than DIY retailers.
• WESCO (Anixter): Global broad-line B2B distributor of electrical, communications, security, and utility products post-Anixter integration. Comparable as a large incumbent distribution player in the electrical and lighting category with similar value-added services (logistics, kitting, vendor management) aligned with Eltra's DAAS model.

Emerging players

• Conrad Electronic: Germany-headquartered European electronics and electrical product distributor serving both B2B and B2C across multiple channels, including DIY-adjacent. Comparable in product range spanning lighting, smart home, and electrical components, and in serving both retail customers and online channels where Eltra also operates.

Regional players

• Solar Group: UK's largest independent electrical distributor serving contractors and retail customers. Comparable in product breadth (electrical materials, lighting, smart home) and channel mix of retail and wholesale, though focused primarily on the UK and Ireland market rather than Benelux and continental Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/EltraToolkit/featured
• LinkedInlinkedin.com/company/eltra-heylen-group

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 Eltra