Jarola Group
Jarola Group is a Dutch family-owned technical wholesale distribution platform founded in 1972, operating 46 Wildkamp retail branches and an automated 63,000+ m² distribution center to distribute water, electrical, and air products from 300+ manufacturers to 160,000+ customers across the Netherlands, Germany, Belgium, the Caribbean, and Bosnia.
- Company typePrivate
- Founded1972
- HeadquartersLutten, Netherlands
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What Jarola Group does
Jarola Group B.V. is a privately held Dutch family-owned technical wholesale distribution platform headquartered in Coevorden, Netherlands, founded in 1972 as Wildkamp by Jan de Wilde and rebranded in 1999 under current owner/CEO Gert-Jan de Wilde. The group functions as a "knowledge and trading platform" that aggregates products from 300+ manufacturers and distributes them through multiple sales channels — including 46 Wildkamp retail branches, e-commerce platforms, direct sales teams, German operations (Jarola Wasser-Management and Fiedler Kunststofftechnik), a Bosnian joint venture (Plarola), and newly opened Caribbean locations in Bonaire and Curaçao — to 160,000+ customers, processing 1.5M+ orders annually.
The product portfolio spans three core technical categories: water technology (irrigation, rainwater management, water softening), electrical (LED lighting via the Adurolight brand, ZigBee-based smart home products via AduroSmart ERIA), and air. The group operates six proprietary product brands (Limso, Adurolight, AduroSmart ERIA, Rawinso, SummerRain, Adurolight Evolution) and two sales concepts (Rawinso for rainwater management, SummerRain for professional irrigation). Core distribution infrastructure is a 63,000+ m² automated distribution center in Coevorden featuring a Knapp OSR storage and retrieval system (34,500 crate capacity) and a customized Warehouse Management System, complemented by a 1,919-panel solar installation producing 600 MWh annually.
Jarola Group generates revenue through three streams: (1) wholesale distribution of third-party manufacturer products via branches, e-commerce, dealer networks, and direct sales with quote-based B2B pricing; (2) proprietary product brand sales (Limso, Adurolight, AduroSmart ERIA) generating higher-margin hardware sales; and (3) total sales concepts and solutions (Rawinso, SummerRain) that combine products from multiple manufacturers with full-service support. End-customer segments include agriculture and mechanization, construction and installation, retail/DIY, government and purchasing associations, landscaping and recreation, and private consumers across the Netherlands, Germany, Belgium, the Caribbean, and Bosnia. The company employs 600+ people and is preparing to consolidate operations into a new headquarters at Leeuwerikenveld business park in Coevorden, with groundbreaking completed in December 2024.
Jarola Group firmographics
Firmographics- Name
- Jarola Group
- Legal name
- Jarola Group B.V.
- Website
- https://jarolagroup.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Jarola Group is a Dutch family-owned technical wholesale distribution platform founded in 1972, operating 46 Wildkamp retail branches and an automated 63,000+ m² distribution center to distribute water, electrical, and air products from 300+ manufacturers to 160,000+ customers across the Netherlands, Germany, Belgium, the Caribbean, and Bosnia.
- Ownership category
- akta.pro rank
Jarola Group industry classification
Industry- Product category
- Technical Wholesale Distribution
- SIC
- Wholesale-Misc Durable Goods (5090)
- akta.pro primary industry
- Automotive, Tools & Industrial Supplies (B2B) (CRAEAEAH)
Keywords
Where Jarola Group is headquartered
LocationHeadquarters
- HQ city
- Lutten
- HQ country
- Netherlands
- HQ region
- Europe
Offices7 records
Markets served
Jarola Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale Distribution: Technical wholesale distribution of water technology, electrical, and air products through multiple sales channels including own branches, e-commerce, and dealer networks
- Own Brand Products: Development and sale of proprietary product brands including Limso (water softeners), Adurolight (LED lighting), AduroSmart ERIA (smart home), Rawinso (rainwater management), SummerRain (irrigation systems)
- Sales Concepts and Solutions: Total concepts combining products from different manufacturers with marketing, promotion, and full-service support for rainwater management, irrigation, and water solutions
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | B2B wholesale pricing for technical products |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels6 records
Jarola Group product offering
Product offeringCore offering
Jarola Group is a knowledge and trading platform that distributes technical products in the water, electrical, and air categories to European and Caribbean markets through multiple own sales channels (Wildkamp, Jarola, Jarola Wasser-Management, Fiedler Kunststofftechnik, Plarola). It combines products from 300+ manufacturers, develops proprietary product brands (Adurolight, AduroSmart ERIA, Limso) and proprietary sales concepts (Rawinso, SummerRain), and delivers them through 46 Wildkamp branches, direct sales teams, and proprietary e-commerce platforms to 160,000+ customers processing 1,500,000+ orders annually from a 63,000+ m² automated distribution center.
Product overview
Jarola Group is a knowledge and trading platform for the technical market that operates as a multi-brand, multi-channel distribution organization. The portfolio consists of several distinct sales channels and proprietary product brands: Wildkamp (technical wholesaler with 45+ branches specializing in water/irrigation technology), Jarola (trade and service organization covering water, electrical, and air sectors), and Jarola Wasser-Management (German market focus). Product brands include Adurolight (LED lighting since 2015), AduroSmart ERIA (ZigBee smart home products), Limso (water softeners, Dutch-made since 2021), Rawinso (rainwater management concept launched 2019), and SummerRain (professional irrigation systems launched 2022). The group also includes partners Maspla (custom solutions), Plarola (Bosnian joint venture for water technology), and Fiedler Kunststofftechnik (German plastic fittings importer). The company distributes technical products from over 300 manufacturers to 160,000+ customers across the Netherlands, Germany, Belgium, and the Caribbean.
Differentiator
Problem solved
Functional benefit
Brands
- Adurolight: Develops, produces, and sells LED lighting solutions for the professional market with a focus on aesthetics, efficiency, and sustainability. Available in the Netherlands since 2015.
- AduroSmart ERIA
- Limso
- Rawinso
- SummerRain
- Maspla
- Plarola
- Fiedler Kunststofftechnik
- Jarola Foundation
Products and services
- Wildkamp Technical wholesale and service brand for water technology (especially irrigation), serving gardeners, agricultural and recreation sectors, construction and industry, and DIY enthusiasts through 46+ branches in the Netherlands, plus website, app, and social media channels.
- Jarola Trade and service sales channel offering products and brands across water, electrical, and air sectors; develops and commercializes sales concepts and proprietary product brands including Rawinso, Limso, Adurolight, and AduroSmart ERIA for B2B customers.
- Jarola Wasser-Management German-market sales channel offering water solutions (irrigation, pressure pipes and fittings, rainwater drainage, pumps, sewage, hoses and fittings) for North Rhine-Westphalia and Lower Saxony, supported by a showroom in Hagen.
- Adurolight Proprietary LED lighting brand developed, produced, and sold for the professional market with UGR/Dali/Non-Flicker/Human Centric Lighting (HCL) features, focused on aesthetics, efficiency, and sustainability.
- AduroSmart ERIA Proprietary smart home product line offering smart fixtures, security products, sensors, and smart switches based on ZigBee technology, compatible with other smart home platforms.
- Limso Proprietary Dutch-designed water softeners with minimalist design, self-developed and produced in the Netherlands, requiring no maintenance contract; sold through retail, wholesale, and installer channels.
- Rawinso Total-concept rainwater management solutions for collecting, transporting, filtering, infiltrating, and reusing rainwater, offered to homeowners, businesses, construction companies, housing corporations, (semi-)government, water boards, and knowledge institutions, from DIY packages to complete project approaches. Products approved by multiple municipalities for subsidy.
- SummerRain Proprietary professional irrigation systems making professional-grade irrigation accessible for every garden, plant, lawn, border, or hedge (from spraying to drip near the root), suitable for both small and large gardens.
- Fiedler Kunststofftechnik Jarola Group partner entity based in Schlüchtern, Germany, acting as a specialized importer of Italian PE connectors and PVC fittings for water technology, advising and selling to wholesalers and professional users in the German market.
- Plarola Joint venture with Plamingo in Sarajevo, Bosnia; technical wholesaler advising, selling, and exporting water-technology-related products, and producing Unifit products for sectors including agriculture, installation, industry, recreation, and swimming pool builders, with exports to the Netherlands.
- Maspla Joint venture partner of Jarola Group providing custom processing and assembly of high-quality raw materials into unique semi-finished and finished products for agriculture and green, construction, industry, infrastructure, and recreation sectors.
Quantifiable outcome
- 1,500,000+ orders processed annually
- +3 more outcomes
Companies that use Jarola Group
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles4 records
Jarola Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Jarola Group partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- WavincorePartnership between Wavin and Jarola Group officially established. Wavin was the original employer of founder Jan de Wilde in 1972 when he started Wildkamp by selling repurposed PVC pipes. The collaboration starts with Wafix assortment (PVC outdoor sewerage) with plans to expand. Products delivered to Netherlands, Bonaire, and Curaçao locations.
- Schulte Energie en TechniekminorSolar panel installation contractor for the 1919 solar panels (662kWp) on the Coevorden distribution center
- Beekman Elektro BVminorElectrical contractor partner for solar panel installation on the distribution center
- Souverein AdviesminorConsultancy providing advice, design, and project management for solar panel installation
- Stichting MensenkinderenminorDutch foundation collaborating with Jarola Foundation on irrigation project in Zorakan, Northern Armenia. 700 meters of pipeline installed to serve 30 families. Project funded by Wildkamp customer donations from 50th anniversary celebrations.
- Aan de SteggeminorConstruction company partner for new headquarters building at Leeuwerikenveld business park in Coevorden
- PalazzominorConstruction partner for new headquarters project
- FirmminorConstruction partner for new headquarters project
- HulterminorConstruction partner for new headquarters project
- FIRE STOP HollandminorFire safety partner for new headquarters construction project
- Willemsen installatieminorInstallation partner for new headquarters construction project
- Zweers BouwbedrijfminorDutch construction company brought in specifically for insulation work on Wildkamp Bonaire location
- PlamingocoreJoint venture partner for Plarola in Bosnia. Plarola is a technical wholesaler advising, selling, and exporting water technology products. Also handles production of Unifit products. Serves agriculture & green, installation, industry, recreation sectors including swimming pool builders.
- German Business Development PartnersminorPartnership with German partners for business development, marketing, and product range for Jarola and Adurolight Evolution on German market since summer 2020
- Rawinso Partner NetworkminorPartner network of manufacturers, users, and other stakeholders for Rawinso rainwater management concept
Scale indicators13 records
Recent moves10 records
Expansion highlights6 records
Jarola Group competitors and assessment
Company assessmentBroad incumbents
- Würth Group: Global industrial supply and technical trade distributor serving trades, construction, and industry. Comparable in B2B technical distribution model, though more focused on fasteners and consumables.
- Ferguson Enterprises: Large North American plumbing, HVAC, and water management distributor. Relevant comparable for water technology distribution scale and customer model, though geographically distinct.
- Rexel: Global electrical distribution leader with operations in the Netherlands and broader Europe. Overlaps with Jarola's electrical and lighting categories (Adurolight, AduroSmart ERIA) at much larger scale.
- Sonepar: Global electrical and technical distribution group; parent of Solar Nederland. Comparable in technical wholesale model with broader international scale and product breadth.
Direct peers
- Hagemans: Dutch family-owned technical wholesaler focused on installation, water, and climate products. Comparable in business model, customer segments, and Dutch technical wholesale footprint.
- Technische Unie: Leading Dutch technical wholesaler serving installation, construction, and industrial markets with electrical, plumbing, and HVAC products. Closest direct competitor to Wildkamp's installation-channel focus in the Netherlands.
- Solar Nederland (Sonepar): Dutch technical wholesaler specializing in installation materials (electrical, lighting, plumbing, HVAC) serving installers and contractors. Direct overlap with Jarola's construction & installation segment.
Others
- Viega: German manufacturer of plumbing, heating, and pipe connection systems. Comparable as a manufacturer-side peer in the water technology category Jarola distributes, also Germany-based.
- Geberit: European leader in sanitary technology, plumbing, and water management systems. Comparable as an adjacent major player whose products flow through technical wholesale channels like Jarola.
- Caleffi Hydronic Solutions: European manufacturer of hydronic components and water management products. Comparable as a supplier-side ecosystem participant in the same technical water category Jarola distributes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks1 record
Key highlights7 records
Customer concentration
Jarola Group social profiles
Digital presenceJarola Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jarola Group leadership team
Management profileNumber of profiles
Profiles2 records
Jarola Group subsidiaries and ownership
Company hierarchySubsidiaries11 records
Jarola Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jarola Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jarola Group
What does Jarola Group do?
Jarola Group is a knowledge and trading platform that distributes technical products in the water, electrical, and air categories to European and Caribbean markets through multiple own sales channels (Wildkamp, Jarola, Jarola Wasser-Management, Fiedler Kunststofftechnik, Plarola). It combines products from 300+ manufacturers, develops proprietary product brands (Adurolight, AduroSmart ERIA, Limso) and proprietary sales concepts (Rawinso, SummerRain), and delivers them through 46 Wildkamp branches, direct sales teams, and proprietary e-commerce platforms to 160,000+ customers processing 1,500,000+ orders annually from a 63,000+ m² automated distribution center.
Is Jarola Group a public or private company?
Jarola Group is a private company. It is classified as family owned and is currently operating.
When was Jarola Group founded?
Jarola Group was founded in 1972. It employs 501 to 1,000 people.
Where is Jarola Group based?
Jarola Group is headquartered in Lutten, Netherlands, in the Europe region.
How does Jarola Group make money?
Three revenue lines are on record. Wholesale Distribution is the primary driver. The others are own Brand Products and sales Concepts and Solutions.
Who are Jarola Group's main competitors?
Broad incumbents on record are Würth Group, Ferguson Enterprises, Rexel and Sonepar. Direct peers are Hagemans, Technische Unie and Solar Nederland (Sonepar). Others are Viega, Geberit and Caleffi Hydronic Solutions.
Does Jarola Group have an API?
No public API is recorded for Jarola Group.
What industry is Jarola Group in?
Jarola Group's product category is Technical Wholesale Distribution. Its primary akta.pro industry code is CRAEAEAH, Automotive, Tools & Industrial Supplies (B2B). Its SIC code is 5090.