Dejan

What Dejan does

Dejan BV is a Belgian wholesale and e-commerce distributor of professional car cleaning and detailing products, headquartered at R. Klingstraat 17a in Wervik. Founded in 1982 and organized as a private limited company (BTW BE 0437.747.736), it sells 382+ SKUs across 13 categories — including exterior, interior, wheels, windows/glass, accessories, machines, polishing compounds, floor cleaners, hand soaps, dosing systems, small packaging, car wash chemicals, and coatings. The assortment combines its own DEJAN-labeled consumables with distributed third-party brands such as Autoglym, FLEX, Menzerna, Numatic, Americol, TORNADOR, Bigboi, and IK PUMP.

Name

Dejan

Legal name

Dejan BV

Website

https://dejan.be

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1–10 employees

Short description

Dejan BV is a Belgian e-commerce and wholesale distributor of professional car cleaning products, serving garages, car washes, detailers, body shops, transport companies, and individual consumers with a multi-brand catalog and its own DEJAN label.

Ownership category

akta.pro rank

Product category

Professional Car Cleaning and Detailing Products

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro industry

PRIMARYCRAOAGAM

Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Household, Cleaning & Janitorial (JanSan) Distribution

Keywords

• Car cleaning products
• Professional detailing supplies
• Car polishing equipment
• Vehicle wash chemicals
• Automotive care accessories

Headquarters

HQ city

Wervik

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce product sales: Dejan generates revenue through direct online sales of professional car cleaning products to both B2B customers (garages, car washes, body shops, transport companies, car detailers) and B2C customers (private individuals). Products range from consumables (cleaning agents, polishes) to equipment (machines, accessories). The company offers personalized pricing for registered professional accounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Dejan is a Belgian wholesale distributor and e-commerce retailer that supplies and sells professional car cleaning, detailing and maintenance products through its own website at dejan.be. Its catalog spans exterior cleaners, interior products, wheel and glass cleaners, polishing compounds and pads, car wash chemicals, ceramic and wax coatings, accessories (microfiber cloths, brushes, applicators), machines (polishers, vacuums, Tornador guns), dosing systems, hand soaps, floor cleaners and small-pack products under the DEJAN own brand and distributed third-party brands such as Autoglym, FLEX, Menzerna, Numatic, Americol, TORNADOR, Bigboi and IK PUMP.

Product overview

Dejan is a Belgian e-commerce platform specializing in professional car cleaning and detailing products. The offering is a multi-brand marketplace that combines Dejan's own branded products (DEJAN) alongside distributed third-party brands including Autoglym, FLEX, Menzerna, Numatic, Americol, TORNADOR, Bigboi, and IK PUMP. Products are organized into categories: Exterior, Interior, Wheels, Windows/Glass, Accessories, Machines, Polishing Products, Floor Cleaners, Hand Soaps, Dosing Systems, Small Packaging, Car Wash Products, and Coatings. Target customers include professional car detailers, car washes, body shops (carrosserie), garages, transport companies, and individual consumers (particulier).

Differentiator

Problem solved

Functional benefit

Products and services

• PERFECT INTERIOR PACK Curated bundle of interior cleaning products for professional detailing results, priced at €30.25 on the Dejan storefront and targeted at both professional detailers and private consumers.
• HI-TECH FINISHING CLOTH High-quality microfiber finishing cloth for streak-free vehicle surfaces, sold individually at €14.70.
• HI TECH INTERIEUR MICROVEZELDOEK Microfiber cloth designed for professional cleaning of vehicle cabin interiors, sold individually at €14.70.
• PAINT REVIVER 500 ML Paint reviver / restorer product in 500 ml format, priced at €26.62 on the Dejan storefront, for professional exterior vehicle paint restoration.
• Flex PE 2 14-EC C polishing machine Professional FLEX-branded polishing machine distributed by Dejan, priced at €594.11, targeted at professional detailers and polishing centers.
• DRUKVAT IK9 pressure sprayer IK PUMP branded pressure sprayer distributed by Dejan, priced at €118.58, for professional application of cleaning chemicals and dosing.
• BIGBOI PRO Bigboi-branded professional car care equipment distributed by Dejan, priced at €520.24, targeted at professional detailing and car wash operations.
• DEJAN Own-Brand Product Line Dejan's own branded car cleaning and detailing products — including foam cleaners, bug removers, iron detox, blizzard jet and detailing accessories — sold alongside distributed international brands through the Dejan storefront.
• Autoglym Branded Product Line Autoglym branded professional car care products distributed by Dejan through its e-commerce platform.
• FLEX Branded Product Line FLEX branded polishing machines and car care equipment distributed by Dejan.
• Menzerna Branded Product Line Menzerna branded polishing compounds and professional car care solutions distributed by Dejan.
• Numatic Branded Product Line Numatic branded vacuum cleaners and cleaning equipment distributed by Dejan.
• Americol Branded Product Line Americol branded hand cleaners and industrial cleaning products distributed by Dejan.
• TORNADOR Branded Product Line TORNADOR branded cleaning guns, foam applicators and accessories for professional detailing distributed by Dejan.
• Bigboi Branded Product Line Bigboi branded car care equipment including blowers, lighting systems and foam applicators distributed by Dejan.
• IK PUMP Branded Product Line IK PUMP branded pressure sprayers and dosing equipment distributed by Dejan.
• Professional Training Programs (Opleidingen) Hands-on training programs run by Dejan covering use of professional car care products, with custom-developed programs available for established customers. Targeted at professional detailers, garages and grooming centers.

Quantifiable outcome

• 382+ professional car care products available through single source

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• ValetPRO: UK-based car-care brand focused on detailing, valeting and protection products sold through European pro and enthusiast channels. Comparable product categories and overlapping customer segments with Dejan's detailer and carwash verticals.
• Koch-Chemie: German manufacturer/distributor of professional car-care chemicals (polishes, shampoos, coatings). Comparable product mix to Dejan's own-brand and Autoglym assortments and serves the same professional detailer and car-wash customer base across Europe.
• Colad (Vossen Group): Netherlands-based specialty distributor of automotive cleaning, refinishing and body-shop supplies. Closely comparable to Dejan: similar product categories (cleaning, masking, sanding), similar B2B customer verticals (carrosserie, garages, fleet) and overlapping Benelux geographic footprint.
• Cartec: Dutch manufacturer of professional car-care products (cleaning, polishing, protection) with European distribution into detailers, car washes and dealerships. Closely comparable product mix and customer verticals to Dejan.

Broad incumbents

• Chemical Guys: Large US car-care brand with European e-commerce and pro-channel distribution into detailers and enthusiasts. Comparable product range and overlapping end-customers, but at significantly larger scale and with direct-to-consumer focus.
• Sonax: Established German car-care brand with global distribution and a broad product portfolio covering the same cleaning, polishing and protection categories Dejan distributes. Overlaps on product offering though Sonax controls its own brand and channels.
• Autoglym: Premium UK car-care brand that Dejan distributes in Belgium; Autoglym also operates its own pro and consumer channels. Comparable product categories and end customers, with Dejan currently serving as a local distribution partner.
• Würth Belgium: Belgian arm of the global B2B industrial-supply giant, with a vehicle-cleaning and workshop-chemicals range that overlaps Dejan's garage and transport-customer offering. Wider portfolio and larger scale make Würth a broad incumbent rather than a direct competitor.
• Meguiar's: US-originated global car-care brand with European pro distribution into the same detailing, body-shop and dealership channels Dejan serves. Broader scale and brand recognition but overlapping product categories and end-customers.

Emerging players

• Gtechniq: UK-based specialist in ceramic coatings and surface protection sold through accredited detailers. Partial overlap with Dejan's coatings category and detailer customer base, focused specifically on the higher-margin protective-coatings niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/BVBADEJAN
• Instagraminstagram.com/autoglymbelgium
• LinkedInlinkedin.com/company/dejan

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 Dejan