Etaž

What Etaž does

Etaž (legal name ETAŽ d.o.o., DBA Etaž Grejanje) is a Serbian privately held wholesale distributor founded in 1990 and headquartered in Vrčin, Belgrade. The company specializes in heating, plumbing, and HVAC equipment, operating exclusively on a B2B model in which purchasing access requires partner registration and login through either the company's e-commerce platform or its multiple physical store locations across Serbia. Its primary customer base comprises professional installers, plumbers, and HVAC technicians who procure equipment for residential and light-commercial projects.

The product portfolio is organized across four main categories — Grejanje (Heating: solid-fuel, pellet, gas, and electric boilers; furnaces; fireplaces; radiators; heat pumps; solar thermal systems), Vodovod i kanalizacija (Plumbing and Drainage: PPR, PE-X, PE-Xa, copper, and galvanized pipes and fittings; bathroom fixtures; water heaters; pumps), Klimatizacija i ventilacija (Air Conditioning and Ventilation: heat pumps, fan coil units, split and VRF systems, recuperators), and Alati, pribor i PP zaštita (Tools, accessories, and fire protection including sprinklers). Notable technical offerings include the Caleffi eCAL electrolytic scale-prevention device (integrated 50 µm mechanical filtration, magnetic separation, and electrochemical calcite-to-aragonite conversion), the INTERPLAST Aqua Plus pre-insulated PP-R Type 3 piping system, and connected Wi-Fi-enabled water heaters. The company is an authorized distributor of multiple premium international brands — REHAU (RAUTITAN PE-Xa systems), LG (ARTCOOL air conditioners, Therma V heat pumps), Caleffi, Centrometal (pellet boilers including Pel Tec II), Fondital (radiators), Bosch, Sabiana, and INTERPLAST — as well as the newer Victaulic fire-protection line.

Etaž generates revenue through wholesale hardware sales with unit pricing marked up in Serbian Dinars (RSD) inclusive of VAT (PDV); product pricing spans from commodity fittings at 32 RSD to premium heat pumps at 654,168 RSD. The company operates a multi-channel B2B go-to-market combining a partner-gated e-commerce storefront, multiple physical retail locations, email and social-media marketing (Facebook, Instagram), a content/blog section, the annual 'Dani Otvorenih Vrata' (Open Door Days) partner event (14th edition held June 3-4, 2026), and participation in industry events such as the 55th International KGH Congress. Ownership is private with no disclosed external investors, no subsidiaries, and no public-market presence; the company is registered in Serbia (MB 07438044, PIB 100288271) and operates exclusively within the domestic Serbian market.

Name

Etaž

Legal name

ETAŽ d.o.o.

Website

https://etaz.rs

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

Etaž is a Serbian B2B wholesale distributor, founded in 1990, of heating, plumbing, HVAC, water-treatment, and fire-protection equipment serving professional installers, plumbers, and HVAC technicians through multiple physical stores and a partner-only e-commerce platform.

Ownership category

akta.pro rank

Product category

HVAC and Plumbing Equipment Distribution

NAICS

Warm Air Heating and Air-Conditioning Equipment and Supplies Merchant Wholesalers (42373), Refrigeration Equipment and Supplies Merchant Wholesalers (423740)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)

akta.pro secondary industry

Air Handling Units (AHUs) & Rooftop Units (RTUs) (IMADANAA)

Keywords

• HVAC equipment distribution
• Heating plumbing supplies
• B2B building materials
• Wholesale sanitary equipment
• HVAC wholesale Serbia

Headquarters

HQ city

Belgrade

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Revenue model

1. B2B Product Sales: Wholesale distribution of heating, plumbing, and HVAC equipment to registered B2B partners including professional installers, plumbers, and heating technicians. Revenue generated through product markups on branded equipment from international manufacturers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Etaž is a B2B wholesale distributor of heating, plumbing, and HVAC equipment based in Serbia. The company sells a comprehensive portfolio of branded products (boilers, radiators, pipes, fittings, heat pumps, air conditioners, water treatment devices, and installation accessories) from international manufacturers such as REHAU, LG, Caleffi, Centrometal, Fondital, INTERPLAST, Bosch, and Sabiana exclusively to registered trade partners (installers, plumbers, HVAC technicians) via an online e-commerce platform requiring partner login and multiple physical store locations.

Product overview

Etaž is a B2B wholesale distributor of heating, plumbing, and HVAC equipment in Serbia. The company operates as a multi-brand platform offering comprehensive solutions across four main categories: (1) Heating - including boilers (solid fuel, pellet, gas, electric), furnaces, fireplaces, radiators, heat pumps, and solar thermal systems; (2) Plumbing and Drainage - encompassing water pipes and fittings (PPR, PE-X, PE-Xa, copper, galvanized), bathroom fixtures, water heaters, and water treatment devices like the Caleffi eCAL; (3) Air Conditioning and Ventilation - featuring heat pumps, fan coil units, split AC systems (inverter and conventional), VRF systems, and recuperators; and (4) Tools, accessories and fire protection equipment. The product portfolio includes branded lines from REHAU (RAUTITAN pipes/fittings), INTERPLAST (Aqua Plus pre-insulated piping), LG (ARTCOOL air conditioners and heat pumps), CENTROMETAL (pellet boilers), and Caleffi (water treatment devices). Etaž sells exclusively to business partners (B2B) through authorized distributors.

Differentiator

Problem solved

Functional benefit

Products and services

• Heating Equipment (Grejanje)
• Plumbing and Drainage (Vodovod i kanalizacija)
• Air Conditioning and Ventilation (Klimatizacija i ventilacija)
• Tools, Accessories and PPE (Alati, pribor i PP zaštita)
• Caleffi eCAL Electrolytic Scale Prevention Device
• LG Air Conditioners (Klima uređaji)
• Heat Pumps (Toplotne pumpe)
• Solar Thermal Systems (Solarni sistemi)
• INTERPLAST Aqua Plus Pre-insulated Pipe System
• REHAU RAUTITAN PE-Xa Pipe Systems
• CENTROMETAL Pellet Boilers and Stoves

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, major, standard and new.

• REHAUcoreChannel Partner/ Reseller/ DistributorMajor brand partnership for PE-Xa pipes and fittings, including RAUTITAN, RAUBASIC product lines. REHAU products represent significant portion of Etaž's pipe and fitting inventory with over 235 products in the PE-Xa category.
• INTERPLASTcoreChannel Partner/ Reseller/ DistributorSerbian manufacturer of PPR pipes, fittings, and the Aqua Plus pre-insulated pipe system. Etaž distributes INTERPLAST's complete product portfolio including PPR cevi i fiting (360+ products) and PE-X products.
• LGmajorChannel Partner/ Reseller/ DistributorDistribution of LG air conditioning units including ARTCOOL series, heat pumps (Therma V), and promotional '5 years security' warranty program for invertor air conditioners and heat pumps.
• CaleffimajorChannel Partner/ Reseller/ DistributorItalian manufacturer of water treatment and hydraulic system solutions. Etaž distributes Caleffi products including the eCAL electrolytic scale prevention device and other water quality management solutions.
• CentrometalmajorChannel Partner/ Reseller/ DistributorCroatian manufacturer of solid fuel and pellet boilers. Etaž distributes Centrometal products including the Pel Tec II pellet boiler featuring automatic ignition, self-cleaning grate, and lambda probe combustion control.
• FonditalmajorChannel Partner/ Reseller/ DistributorItalian manufacturer of radiators and heating solutions. Etaž distributes Fondital design radiators and Aleternum radiators with enhanced corrosion resistance, including the BLITZ B4 BLACK COFFEE colored radiator series.
• BoschstandardChannel Partner/ Reseller/ DistributorDistribution of Bosch water heaters including the TRONIC 4501T compact modern design boiler.
• VictaulicnewChannel Partner/ Reseller/ DistributorVictaulic fire protection systems introduced at the 55th KGH Congress as a new product program for active fire protection.
• SabianastandardChannel Partner/ Reseller/ DistributorItalian manufacturer of fan coil units. Etaž distributes Sabiana products including the Whisper ultra-slim elegant design fan coil unit for residential applications.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Ferroli Balkans / Ferroli Adriatic: Ferroli operates direct subsidiaries and distribution networks across Southeast Europe for boilers, radiators, and solar heating products. Comparable to Etaž as a competitor/parallel distributor targeting Serbian and Balkan installers in heating categories, with overlapping partnerships in boiler and radiator brands.

Broad incumbents

• Würth Group: Würth is a global trade-only distribution group spanning fasteners, tools, HVAC, and plumbing, with subsidiaries including HVAC-focused distributors. Comparable to Etaž in B2B-only sales motion, broad trade portfolio, and reliance on a network of registered professional customers.
• Ferguson Enterprises: Ferguson is North America's largest distributor of plumbing, HVAC, and water-management products, primarily serving professional contractors. Highly comparable to Etaž in B2B-only distribution of plumbing pipes/fittings, water heaters, and HVAC equipment through a multi-branch network, though at vastly greater scale and with deeper digital tooling.
• Grafton Group: Grafton Group operates Selco, Woodie's, and Chadwicks — B2B/B2C building products distribution businesses across the UK and Ireland. Comparable to Etaž as a trade-focused distributor of heating, plumbing, and HVAC materials, with similar reliance on installer and contractor end-customers.
• SIG plc: SIG plc is a leading European specialist distributor of building products, with strong positions in HVAC, plumbing, and insulation categories serving trade customers. Comparable to Etaž in the trade-only multi-brand distribution model and category overlap in HVAC, piping, and indoor air quality.
• Saint-Gobain Distribution (SGDB France): Saint-Gobain Distribution operates one of Europe's largest trade-only building products distribution networks, including plumbing, heating, and sanitary categories. Comparable to Etaž in serving professional installer customers with a multi-brand catalog across heating, plumbing, and indoor climate categories.
• Travis Perkins: Travis Perkins is the UK's largest distributor of building materials and plumbing/HVAC products to trade customers, operating a multi-branch network. Comparable to Etaž in B2B trade-only distribution model, multi-category coverage, and reliance on installer relationships, though at substantially greater scale and with broader product breadth.

Direct peers

• Onninen: Onninen is one of Europe's largest B2B technical wholesale distributors for HVAC, plumbing, and electrical products, operating a multi-country network serving professional installers. It is directly comparable to Etaž as a multi-brand HVAC and plumbing distributor with login-gated B2B e-commerce and physical branch networks.

Others

• Geberit Sales (regional distributors): Geberit operates a Europe-wide sales and distribution network for sanitary and piping systems. Comparable in serving professional plumbers and installers with a multi-brand proposition, and represents a competing supplier brand in product categories where Etaž also distributes (plumbing fittings, water-heater connections, installation systems).
• REHAU (Vertrieb/distribution arm): REHAU is a major manufacturer of polymer-based piping, heating, and window solutions, with its own distribution operations in the Balkans. Relevant as a principal supplier to Etaž and a competitor in some categories; useful for understanding upstream brand power dynamics that shape Etaž's product portfolio and pricing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/etazgrejanje
• Instagraminstagram.com/etaz.rs
• Xx.com/etazgrejanje
• LinkedInlinkedin.com/company/etaz

Revenue estimate

Valuation estimate

Number of profiles

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 Etaž