Metzler

What Metzler does

Metzler GmbH & Co KG is an Austrian B2B distributor of cutting tools, clamping technology, precision measuring instruments, workshop equipment, machine tools, personal protective equipment, and related operating supplies, headquartered in Röthis, Austria with a warehouse in Feldkirch-Gisingen. Founded in 1994 and operating as a member of the HAHN+KOLB Group since 2016, the company sells exclusively to trade businesses (Gewerbetreibende) and serves a horizontal customer base across manufacturing, crafts, and industrial production. Its assortment spans over 400,000 products sourced from multiple third-party manufacturers (RÖHM, MITUTOYO, MAHR, EMCO, STUDER, UVEX, and others) alongside three registered proprietary brands: ATORN (45,000+ articles launched in 2002 and undergoing a 2026 rebranding), OPT-I-STORE (custom foam inserts for tool organization), and CLIP-O-FLEX (modular workplace systems), plus the METZLER-MAT tool-dispensing system.

The business runs on an INTERSHOP-based e-commerce platform with OCI/EDI integration to customer ERP systems, e-catalog delivery, electronic invoicing, and SAP ARIBA connectivity, supplemented by a field-sales force organized into four specialist consulting teams (Zerspanungsprofis, Werkstättenprofis, Maschinenprofis, Beschaffungsprofis). Revenue is generated primarily through one-time B2B wholesale product sales (pay-as-you-go with registration-gated pricing and promotional discounts such as €50 off first orders and €20 newsletter vouchers), complemented by after-sales services including repair, calibration/recalibration, tool resharpening, VHM (solid carbide) recycling, individual work clothing, and special tools. The company employs 101-250 staff, markets itself under the 'Fertigungsprofis' positioning, and maintains a presence on YouTube, LinkedIn, and Instagram alongside print and digital catalog channels.

Name

Metzler

Legal name

Metzler GmbH & Co KG

Website

https://metzler.at

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Rothis

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Tools and Equipment: Sale of cutting tools, clamping technology, measuring equipment, workshop equipment, hand tools, grinding technology, chemical products, power tools, pneumatic tools, lifting technology, machine tools, and dispensing systems. The company operates as a multi-brand distributor offering over 400,000 products from various manufacturers plus own brands.
2. After-Sales Services: Services including repair, calibration/re-calibration, tool resharpening, VHM recycling, tool pre-setting, individual work clothing, and special tools. These services support the core product sales and create additional revenue streams.
3. E-Business Solutions: Customized e-catalogs, OCI/EDI system integrations, and electronic procurement solutions for enterprise customers, enabling streamlined purchasing processes.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Metzler is a B2B specialist distributor selling over 400,000 industrial tools and production-equipment articles to trade businesses in Austria. The portfolio spans cutting tools, clamping technology, precision measuring instruments, hand and power tools, workshop and machine tools, PPE, and chemical products, complemented by proprietary brands (ATORN, OPT-I-STORE, CLIP-O-FLEX), the METZLER-MAT tool-dispensing system, and E-Business/EDI procurement integration for enterprise customers.

Product overview

Metzler operates as a multi-brand B2B tool and production equipment distributor serving manufacturing, workshop, and production businesses. The portfolio is organized around four specialist teams — Zerspanungsprofis (machining), Werkstättenprofis (workshop), Maschinenprofis (machines), and Beschaffungsprofis (procurement) — supported by three proprietary brands (ATORN, OPT-I-STORE®, CLIP-O-FLEX®) and METZLER-MAT dispensing systems. The product range spans 400,000+ articles including cutting/machining tools, clamping technology, precision metrology, grinding technology, workshop equipment, machine tools, PPE, hand tools, lifting technology, and chemical products, complemented by E-Business integration solutions (OCI/EDI) and after-sales services (repair, calibration, resharpening, VHM recycling). The online shop serves as the primary sales channel alongside physical catalog and digital flipbook channels.

Differentiator

Problem solved

Functional benefit

Brands

• ATORN: Professional tool brand offering over 45,000 articles including cutting, milling, turning, grinding and separating tools, measuring equipment, workshop supplies and operational equipment. Launched in 2002 with initially 15 hand tools.
• OPT-I-STORE
• CLIP-O-FLEX

Products and services

• ATORN (Own Brand) Metzler's proprietary multi-category professional tool brand covering drilling, milling, turning, grinding and cutting tools, measuring instruments, workshop supplies, and facility/workstation equipment. Currently exceeds 45,000 articles and is targeted at trade and manufacturing customers.
• OPT-I-STORE® Hartschaumeinlagen

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

One partnership is on record.

• HAHN+KOLB GroupcoreChannel Partner/ Reseller/ DistributorMETZLER is a member of the HAHN+KOLB Group, one of the leading trade companies for tools and operating equipment in Germany. This affiliation provides access to a broader product portfolio, extended logistics network, and shared resources within the Würth Group ecosystem.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Hoffmann Group: European B2B quality tool distributor headquartered in Munich with the HQ own brand across cutting, clamping, measuring, and workshop equipment. Closest direct comparable to METZLER in product mix, customer segment, and own-brand strategy.
• KS Tools: German tool specialist with a strong own-brand catalog aimed at automotive and industrial workshops. Overlaps with METZLER in hand tools, cutting tools, and workshop equipment sold through B2B channels across Europe.
• HAHN+KOLB Group: METZLER's parent affiliate and one of the leading tool and operating-equipment distributors in Germany. Operates the same multi-brand B2B wholesale model with similar product categories (cutting tools, clamping, metrology, workshop equipment) and an integrated e-procurement platform.
• Carl Walter Werkzeuge: German B2B tool and workshop-equipment specialist serving industrial and trade customers with cutting tools, clamping technology, and measuring instruments. Similar specialist-distributor positioning to METZLER in the DACH market.

Emerging players

• PB Swiss Tools: Swiss manufacturer of professional-grade hand tools and precision bits with B2B distribution to industrial and trade customers. Comparable premium positioning in the professional-tools category and overlap with METZLER's cutting and hand-tool assortment.
• Wolfcraft: German manufacturer/distributor of power-tool accessories, workshop tools, and assembly aids. Comparable in the workshop-equipment category with overlapping own-brand strategy, though more focused on DIY/professional crossover.

Broad incumbents

• Würth: Global market leader in B2B tool, fastener, and consumables distribution with a comparable trade-customer focus and own-brand portfolio. Much larger and broader, but overlaps heavily with METZLER in the workshop-supply, PPE, and tool categories.
• Berner Group: Pan-European B2B distributor serving trades, workshops, and maintenance with a multi-brand catalog of tools, consumables, and PPE. Comparable direct-to-trade B2B distribution model with a much larger geographic footprint.

Others

• Elesa+Ganter: Distributor of standard machine elements and industrial components to manufacturing customers in the DACH region. Adjacent to METZLER in serving industrial B2B buyers with engineering-grade components and similar catalog/distribution mechanics.

Regional players

• RECA (Würth subsidiary): Austrian/German B2B tool and C-parts distributor within the Würth Group, directly competing with METZLER in the Austrian trade-customer segment with a comparable catalog of tools, workshop supplies, and consumables.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/MetzlerGmbH
• LinkedInlinkedin.com/company/metzler-fertigungsprofis
• Instagraminstagram.com/metzler_at

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 Metzler