Binder

What Binder does

Binder | Fachhandel für Haustechnik is a German specialty trade (Fachhandel) e-commerce business operating the online store haustechnik-binder.de from a sole proprietorship (Einzelunternehmen) headquartered at Mühlweg 24, Massenhausen, Germany, owned by Stephan Binder. The company resells building-services engineering (Haustechnik) products across eight categories: Sanitär (sanitary/plumbing fixtures and fittings), Heizung (heating systems, pumps, controls, solar accessories), Installation (water treatment, valves, fittings), Installationssysteme (press fitting systems from Geberit, Viega, Rehau, etc.), Ablaufsysteme (drainage), Lüftung (ventilation and air handling), Garten (garden pumps and irrigation), and Schwimmbad (pool equipment).

The commercial offering draws from 180+ manufacturer brands including Geberit, Viega, Wilo, Kessel, Grohe, Vaillant, Wolf, Rehau, Grundfos, SFA Sanibroy, and BAYROL, with the storefront providing direct unit-level pricing in EUR, free shipping above €250 within Germany, payment options spanning PayPal, credit card, direct debit, prepayment (with 2% discount), and invoice purchasing for businesses and public institutions. Customer segments include tradespeople (Handwerker), businesses and companies, public institutions (Behörden), and private end-customers, with sales fulfilled through the own e-commerce website, phone/email ordering, and a Google Shopping presence.

The core technology is a standard e-commerce storefront with no disclosed API, SDK, or proprietary digital platform features; the underlying business model is straightforward B2C/B2B resale with one-time product sales rather than subscription or service revenue. The business has accumulated a Trusted Shops seller rating of 4.87/5 from 1,839 customer reviews, a 10-year Trusted Shops badge, and Google Certified Dealer status, which serve as the primary trust assets supporting online conversion.

Name

Binder

Legal name

Binder | Fachhandel für Haustechnik

Website

https://haustechnik-binder.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Binder Fachhandel für Haustechnik is a German sole-proprietor e-commerce specialty trade store in Massenhausen, reselling 180+ brand-name building-technology products across sanitary, heating, installation, drainage, ventilation, garden, and pool categories to tradespeople, businesses, public institutions, and private customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Massenhausen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: E-commerce sales of building technology products including sanitary fittings, heating components, installation supplies, and related accessories. Products sold include brands such as Geberit, Viega, Wilo, Kessel, Grohe, and many others.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Binder Fachhandel für Haustechnik is a German specialty trade retailer (Fachhandel) for building services technology, operating the e-commerce platform haustechnik-binder.de. The company resells a multi-brand catalog of sanitary, heating, installation, drainage, ventilation, garden, and swimming pool products from over 100 manufacturers including Geberit, Viega, Wilo, Kessel, Grohe, Vaillant, and Rehau. Customers include trade professionals, companies, public institutions, and private homeowners across Germany.

Product overview

Binder is a German Fachhandel (specialty wholesale retailer) for Haustechnik (building services technology) operating the e-commerce platform haustechnik-binder.de. The company offers a comprehensive product portfolio across eight main categories: (1) Sanitär covering sanitary fixtures, faucets, showers, and WC systems; (2) Heizung encompassing heating pumps, storage tanks, controls, and solar accessories; (3) Installation including water filters, meters, and wastewater pumps; (4) Installationssysteme providing press fitting systems from GEBERIT, VIEGA, REHAU, and others; (5) Ablaufsysteme for drainage solutions; (6) Lüftung for ventilation and air handling; (7) Garten for irrigation and garden pumps; and (8) Schwimmbad for pool equipment. The business operates as a multi-brand reseller offering products from over 100 manufacturers including Wilo, Grundfos, Kessel, Grohe, Geberit, Viega, and SFA Sanibroy, primarily serving trade professionals, companies, and public institutions in the German market.

Differentiator

Problem solved

Functional benefit

Products and services

• Sanitary (Sanitär)

Quantifiable outcome

• Trusted Shops rating of 4.87/5 based on 1839 reviews

Segments4 records

Ideal customer profiles4 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.

• Trusted Shops GmbHcoreGTM or Marketing PartnerTrusted Shops provides buyer protection and seller rating services. The company displays Trusted Shops badges and offers buyer protection to customers. Rating of 4.87/5 from 1839 reviews.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• MEGABAD: MEGABAD is a leading German online sanitary specialist with a broad multi-brand portfolio and direct-to-consumer e-commerce focus. It competes directly with Binder in the sanitary and installation categories with similar customer targeting.
• Badshop: Badshop is a German online retailer focused on sanitary, bathroom, and installation products. It shares Binder's specialty trade positioning and multi-brand approach to serving Handwerker and end consumers.
• Reuter: Reuter is one of Germany's largest online Fachhandel retailers for sanitary, heating, and installation products. It is the closest direct competitor to Binder, sharing the same Haustechnik specialty focus, multi-brand catalog, and B2B/B2C trade customer base.
• Heizungsshop: Heizungsshop is a German online specialist focused on heating products, controls, pumps, and accessories — overlapping directly with Binder's Heizung category. It targets a comparable mix of tradespeople and end customers.
• Sanitaer-Online-Versand: Sanitaer-Online-Versand (SOV) is a German e-commerce Fachhandel for sanitary and plumbing products, directly comparable to Binder's Sanitär and Installation categories and trade customer orientation.

Broad incumbents

• Hornbach: Hornbach is a major German DIY/home improvement retailer carrying building, sanitary, heating, and installation products. While broader than Binder's specialty catalog, it competes for the same trade and consumer buyer in the German market.
• Amazon Germany: Amazon sells comparable Haustechnik SKUs across sanitary, heating, and installation categories in Germany. It is a broad marketplace competitor that pressures Binder on price, assortment, and delivery speed.
• Bauhaus: Bauhaus is a leading European DIY/home improvement chain with significant Haustechnik assortment. It serves overlapping customer segments but as part of a much wider portfolio.

Regional players

• Westfalia Versand: Westfalia is a German mail-order and online retailer for tools, garden, and home improvement. While not a Haustechnik specialist, it competes for adjacent DIY/trade demand in the German-speaking market.

Others

• Conrad Electronic: Conrad is a German specialist retailer for technical products including installation and building technology supplies. It is adjacent rather than directly comparable but intersects with Binder's ventilation, control, and pump categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

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 Binder