ASAL

What ASAL does

Hermann ASAL GmbH is a German specialist trade retailer and wholesaler (Fachgroßhandel/Fachhandel) of building hardware, tools, fasteners, security technology, and furniture fittings, headquartered in Offenburg, Baden-Württemberg. The company operates as a Fachmarkt (specialist store) plus a complementary online shop (shop.asal-baubeschlag.de), serving both professional tradespeople — notably carpenters, joiners, window builders, locksmiths, and other trades — and private end-customers primarily in the Ortenau region and broader South Baden area.

The company's product surface spans 11+ category groupings with over 200,000 branded articles listed and roughly 30,000 items held in stock for immediate fulfillment. Core categories include power tools (Bosch, Festool, DeWalt, FEIN, Lamello), abrasives and surface finishing (Mirka), fastening systems (Krinner, Nothegger), furniture fittings (Hettich), sanitary/accessibility fittings (HEWI), and electronic locking systems (ILOQ). Distribution relationships with these premium-tier brands are central to the assortment; ASAL functions as a regional channel partner rather than a manufacturer.

The business model is classic trade distribution: buy from industrial OEMs/branded suppliers, hold inventory in a regional warehouse/retail site, and resell at trade and retail price points to a fragmented SMB customer base. No revenue, pricing model, subscription component, or external capital structure is disclosed; the entity is a privately held GmbH with no public investors referenced. Recent activity indicates modest investment in community engagement (sponsorship of regional crafts competitions) and incremental moves into electronic security technology, consistent with a stable, long-tenured Mittelstand distribution business rather than a high-growth venture.

Name

ASAL

Legal name

Fa. Hermann ASAL GmbH

Website

https://asal-baubeschlag.de

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

101–250 employees

Short description

German specialist trade retailer and wholesaler based in Offenburg, distributing building hardware, tools, fasteners, security, and furniture fittings to professional tradespeople and private customers across the Ortenau region via a Fachmarkt and online shop.

Ownership category

akta.pro rank

Headquarters

HQ city

Offenburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail and Wholesale Sales of Building Hardware: ASAL generates revenue through the sale of over 200,000 branded articles across multiple product categories including working safety, fastening technology, workshop equipment, surface treatment, window and furniture fittings, tools, profiles, plates, security technology, and terrace/garden construction. Products are sold both via a physical Fachmarkt in Offenburg and via an online shop (shop.asal-baubeschlag.de). Approximately 30,000 products are kept in stock at the warehouse at any time.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

ASAL (Hermann ASAL GmbH) is a specialist trade (Fachhandel) and wholesale/retail distributor of building hardware and fittings based in Offenburg, Germany. The company offers over 200,000 branded articles across 11 categories including work safety/PPE, fastening technology, industrial equipment, surface technology, window fittings, tools and machines, furniture fittings, profiles and plates, security technology, terrace and garden construction, and door fittings, with approximately 30,000 items kept in stock for immediate purchase. Products are sold via a physical Fachmarkt in Offenburg and a proprietary online shop, supported by trained specialist advisors and a referral network of local installers.

Product overview

ASAL is a building materials and hardware trade company operating as both a wholesale supplier and retail hardware store (Fachmarkt) in Offenburg, Germany. The company offers over 200,000 branded articles from quality manufacturers, with approximately 30,000 products kept in stock. Their product portfolio spans 11 main categories: Work Safety/PPE (Arbeitsschutz), Fastening Technology (Befestigungstechnik), Industrial Equipment (Betriebseinrichtung), Surface Technology (Oberflächentechnik), Window Fittings (Fensterbeschläge), Tools & Machines (Werkzeug & Maschinen), Furniture Fittings (Möbelbeschläge), Profiles and Plates (Profile und Platten), Security Technology (Sicherheitstechnik), Terrace & Garden Construction (Terrassen- & Gartenbau), and Door Fittings (Türbeschläge). The business operates both physical retail locations and an online shop, serving both commercial tradespeople (Schreiner/Tischler) and private customers. They also provide related services including training, consultation, and warranty registration for power tools.

Differentiator

Problem solved

Functional benefit

Products and services

• Work Safety / PPE (Arbeitsschutz) Personal protective equipment, mobile training towers, PSA protective gear, load securing training (Schulung Ladungssicherung), forklift operator basic training (Grundausbildung Gabelstaplerschulung), and PSAgA fall protection user training (Anwenderschulung PSA gegen Absturz), targeted at professional tradespeople requiring certified safety equipment and vocational certifications.
• Fastening Technology (Befestigungstechnik) Fastening products for construction and trades including Krinner screw foundations (Schraubfundamente), used for anchoring structures such as terraces, fences, and outdoor installations without concrete footings.
• Industrial / Workshop Equipment (Betriebseinrichtung) Equipment and facility setup for industrial and commercial operations including workshop outfitting for tradespeople and small businesses.
• Surface Technology (Oberflächentechnik) Products for surface treatment and finishing including chemical products and abrasive materials from brands such as Mirka, used by tradespeople for finishing wood, metal, and other surfaces.
• Window Fittings (Fensterbeschläge) Hardware and components for windows including hinges, handles, locks, and operating mechanisms supplied to window builders and installers.
• Tools & Machines (Werkzeug & Maschinen) Power tools and machines from brands including Bosch Professional, FEIN, DeWalt, Festool, and Mirka, with participation in each manufacturer's extended warranty registration programs (e.g., Bosch 3-year, FEIN PLUS 3-year, Festool, my DeWalt, Lamello, Mirka warranties).
• Furniture Fittings (Möbelbeschläge) Hardware components for furniture, including dedicated Hettich catalogs, plus integrated online configurator tools: Nothegger furniture configurator and Kuhn sliding door configurator for custom furniture and sliding door planning.
• Profiles and Plates (Profile und Platten) Structural profiles and plate materials used in construction, interior fit-out, and furniture-making applications.
• Security Technology (Sicherheitstechnik) Security products including burglary protection (Einbruchschutz), electronic locking systems such as the myRENZbox parcel mailbox system, and installed electronic locking systems (e.g., ILOQ) for commercial properties like the Rettungszentrum Schutterwald.
• Terrace & Garden Construction (Terrassen- & Gartenbau) Products for terrace construction and outdoor landscaping including associated fastening, profiles, and structural components for outdoor structures.
• Door Fittings (Türbeschläge) Hardware components for doors including HEWI products, covering hinges, handles, locks, door closers, and related installation accessories.

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Lebenshilfe Offenburg (unbehindert miteinander initiative)minorOthersASAL displays the Lebenshilfe Offenburg 'unbehindert miteinander' (living together without barriers) logo on its website footer, indicating support for or participation in this local social inclusion initiative. Lebenshilfe Offenburg is a disability services organization in the region.
• IHK Südlicher Oberrhein (Chamber of Industry and Commerce)minorOthersASAL is affiliated with IHK Südlicher Oberrhein (Chamber of Industry and Commerce) and offers apprenticeship opportunities (Ausbildung) in cooperation with the IHK, as shown on its Praktikum/Karriere page.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ASALGmbH

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 ASAL