Beorol

What Beorol does

Beorol (legal entity Beorol Prima doo) is a Belgrade-headquartered, privately held manufacturer and distributor of professional tools and hardware, founded in 1998 and operating with 51-100 employees across Serbia, Bosnia and Herzegovina, Montenegro, North Macedonia, Hungary, Russia, and the UAE. The company's core offering is a broad, multi-category tool assortment organized into eight programs: Painting & Construction (tapes, rollers, brushes, trowels, silicone/foam guns), Metal (cutting, drilling, keys, pliers, ladders, saws), Measuring (meters, levels, markers), Technical Chemistry (silicones, PU foams, RAL/diamond/thermo-resistant/zinc sprays, HD-40 lubricants, brake cleaners), Personal Protective Equipment (footwear, clothing, EN 388-certified gloves, eye and head protection), Garden (hoses, tools, screens), Household (gaskets, cleaning, electrical), and Machines for Tilers (TOP-series tile cutters). The catalog combines proprietary Beorol-branded products with own sub-brands PROtect (PPE) and My Garden (hoses) and distributed third-party brands (Qbrick tool-storage systems, Nettuno hand-cleaning products).

The business model is direct-to-consumer and direct-to-SMB e-commerce, with dedicated local-language storefronts per country (beorol.rs, beorol.ba, beorol.me, beorol.mk, beorol.hu, beorol.ru, beorol.ae) plus a global portal at beorol.com. Revenue is generated through transactional unit-pricing sales in Serbian Dinars (RSD), with separate pricing tiers and order thresholds for individual consumers (Fizička lica, 400 RSD minimum, free shipping over 3,000 RSD) and legal entities (Pravna lica, 8,400 RSD minimum, free shipping over 14,400 RSD). The e-commerce platform, built with development partner NB Soft, supports standard retail functionality — accounts, wish lists, comparison, multiple payment methods including Banka Intesa, Visa, and Mastercard — and is supplemented by social and video marketing channels (Facebook, Instagram, LinkedIn, YouTube/beoroltv, email newsletter).

The primary customer segments are professional tradespeople (painters, tilers, metalworkers, carpenters, gardeners), individual DIY/home-improvement consumers, and business customers procuring tools and PPE for workforces. Beorol's strategic positioning is as a one-stop regional tools retailer for the Balkans, Central/Eastern Europe, and the Middle East, leveraging own-brand manufacturing margins where possible and third-party brand distribution where it accelerates catalog breadth. The company is privately held with no disclosed institutional investment, no disclosed revenue, and no management team publicly listed; its wholly-owned regional subsidiaries across seven countries suggest a deliberate multi-market footprint rather than pure export-from-Serbia.

Name

Beorol

Legal name

Beorol Prima doo

Website

https://beorol.rs

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

Beorol is a Belgrade-based manufacturer and e-commerce distributor of professional and DIY tools — painting, construction, metalwork, measuring, technical chemistry, PPE, garden, and household — serving tradespeople, DIY consumers, and businesses across the Balkans, Central/Eastern Europe, and the Middle East via localized online storefronts.

Ownership category

akta.pro rank

Headquarters

HQ city

Belgrade

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce retail sales: Beorol generates revenue through direct online sales of tools and hardware products to consumers and businesses. The company sells its own branded products (Beorol) as well as third-party brands including Qbrick, Nettuno, My Garden, PROtect, and Viking. Revenue is generated through one-time transaction-based sales with pricing in Serbian Dinars (RSD).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Beorol is a Serbian manufacturer and distributor of professional painting, construction, metalworking, measuring, garden, and household tools, along with personal protective equipment and technical chemistry (sprays, silicones, PU foams). The company sells under its own Beorol brand and sub-brands (PROtect, My Garden) while also distributing third-party brands (Qbrick, Nettuno, Viking) via dedicated e-commerce storefronts across Serbia, Bosnia, Montenegro, North Macedonia, Hungary, Russia, UAE, and a global portal.

Product overview

Beorol is a Serbian manufacturer and distributor of professional tools and equipment primarily serving tradespeople, craftsmen, and industrial workers. The company operates a single unified e-commerce platform selling multiple product categories: the Painting and Construction Program (molersko-građevinski program) covering tapes, rollers, brushes, trowels, and silicone/foam products; the Metal Program with cutting tools, drills, keys, pliers, saws, and screwdrivers; the Measuring Program with meters, levels, and markers; Technical Chemistry products including spray paints (RAL, decorative, diamond effect, thermo-resistant, car care), silicones, PU foams, brake cleaners, and hand cleaning products; Personal Protective Equipment (footwear, clothing, gloves, eye protection); Garden Program (hoses, tools, screens); Household Program (gaskets, cleaning supplies); and Machines for Tilemen (tile cutters, equipment). Beorol also distributes third-party brands including QBRICK tool boxes, My Garden hoses, and Nettuno cleaning products. The company has multi-country operations across Serbia, Bosnia, Montenegro, North Macedonia, Hungary, Russia, UAE, and global markets.

Differentiator

Problem solved

Functional benefit

Brands

• PROtect: Protective equipment sub-brand including protective gloves
• My Garden

Products and services

• Painting and Construction Program (Molersko-građevinski program) Comprehensive range of painting tools including tapes (Washi paper, crepe, aluminum/duct/teflon), rollers for various coatings (polyurethane, lacquer, putty, epoxy, acrylic, facade), brushes, trowels, buckets, grids, levelers, silicone/PU foam guns, telescopes, mixers, spatulas, aluminum strips, and protective foils. Targeted at professional painters, decorators, and construction workers.
• Metal Program (Metalni program)
• Measuring Program (Merni program)
• Technical Chemistry (Tehnička hemija)
• Personal Protective Equipment (Lična zaštitna oprema)
• Garden Program (Baštenski program)
• Household Program (Kućni program)
• Machines and Equipment for Tilemen (Mašine i oprema za keramičare)
• Sprays for Painting and Coating (Sprejevi za bojenje i farbanje)
• QBRICK System Tool Boxes
• My Garden branded products
• Nettuno Hand Cleaning Products

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

Six partnerships are on record, tiered minor.

• QbrickminorOthersBeorol distributes Qbrick branded tool storage boxes and organizers. Qbrick System PRO series products (PRO 500 Profi, PRO 600 Profi) are featured in Beorol's product catalog. The partnership provides additional product categories for Beorol's tool assortment.
• NettunominorOthersBeorol distributes Nettuno branded hand cleaning paste products (MacroCream series). Products include 3,000ml refill and 5,000ml dispenser versions. Nettuno is an Italian brand for industrial hand care products.
• My GardenminorOthersBeorol distributes My Garden branded garden hoses including Anti-Twist series. The partnership expands Beorol's garden tools category with branded garden equipment.
• PROtectminorOthersPROtect is Beorol's own sub-brand for personal protective equipment including safety gloves. Products include Bunter gloves marketed under the PROtect/Viking branding.
• Banka IntesaminorOthersBanka Intesa is listed as a payment partner. The bank logo appears in the payment options section of Beorol's website alongside other payment methods including Visa and Mastercard.
• NB SoftminorOthersNB Soft is listed as the website development partner. Credit line at bottom of website states 'Izrada NB SOFT' indicating the e-commerce platform was developed by NB Soft.

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Stanley Black & Decker: Global manufacturer of tools, hardware, fastening, and industrial products. Comparable to Beorol as a tool and hardware brand owner whose product lines overlap with Beorol's branded and distributed assortment.
• Hornbach: European DIY retailer focused on tools, paint, construction supplies, and garden. Direct category overlap with Beorol's paint, metal, household, and garden program lines at materially larger scale.
• Bosch Power Tools: Global power tools and accessories brand targeting professional and DIY users. Comparable to Beorol's metal program and construction tools categories through its professional-grade positioning.
• Leroy Merlin: Global home improvement retailer (Adeo Group) with comprehensive assortment including tools, paints, garden, and DIY supplies. Comparable in product breadth and ability to bundle paint/tools/PPE under one roof for trades and consumers.
• Würth: Global professional trades supplier selling fastening, tools, and consumables to construction, automotive, and industrial craftsmen. Shares Beorol's professional trades customer focus and broad product/category strategy at vastly greater scale.
• Bauhaus: European home improvement and DIY retailer carrying tools, paint, garden, and hardware. Comparable in product breadth across the same categories Beorol serves, with significantly larger footprint.
• Hilti: Global professional tools manufacturer specializing in construction and building trades. Comparable to Beorol in addressing professional tradespeople with premium tools, PPE, and consumables, though at a much higher price point and direct-sales model.

Direct peers

• ManoMano: European online home improvement and DIY marketplace with multi-country presence. Directly comparable e-commerce-led model and category overlap (tools, paint supplies, garden, hardware) with Beorol's regional websites.
• Screwfix: UK trade retailer selling tools, hardware, and workwear primarily to professional tradespeople, with strong e-commerce and click-and-collect model. Closely comparable to Beorol in B2B/B2C dual pricing structure, multi-category catalog depth, and trade-customer focus.
• Toolstation: European trade retailer with a deep catalog of tools, hardware, and accessories targeting tradespeople and DIYers. Highly comparable to Beorol in catalog breadth, trade-customer focus, and online-first fulfillment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/beoroltv
• Facebookfacebook.com/BeorolWorldWide
• LinkedInlinkedin.com/company/beorol
• Instagraminstagram.com/beorol_rs

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 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 Beorol