mtrade

What mtrade does

mtrade GmbH is a privately held Austrian B2B distributor of professional hygiene and cleaning supplies, headquartered at Industriezeile 42, 4020 Linz. Operating continuously for over 23 years, the company serves businesses across multiple industries from a single domestic market, offering a broad product portfolio that spans hygiene consumables (disinfectants, soaps, hand pastes, hygiene paper, gloves, protective clothing), waste management solutions (trash bags, drawstring bags, bio-waste bags, containers), cleaning supplies (chemicals, cloths, brushes, mops, squeegees, carts), and a deeper range of professional cleaning machines. The cleaning-machine category is anchored by the Ghibli brand, encompassing scrubbing-suction machines, orbital and single-disc machines, vacuums, wet/dry vacuums, and spray-extraction devices, with extensive spare-parts coverage for each model.

The company's underlying technology is a self-serve B2B e-commerce storefront at mtrade.at, supported by an extensive SKU catalog (101+ hygiene, 185+ cleaning supply, and 112+ cleaning machine products per available data). Selected product lines carry FSC, PEFC, and EU Ecolabel sustainability certifications and are predominantly sourced from European producers. The platform includes standard e-commerce features such as wishlist, product comparison, and customer accounts.

mtrade generates revenue through one-time unit-priced product sales, with prices displayed excluding Austrian VAT (zzgl. MwSt.) and ranging from approximately €2.50 for basic manual tools to over €14,000 for industrial cleaning machines. The go-to-market motion is a product-led, self-serve B2B e-commerce model with no subscription tiers or disclosed volume-discount programs; customer acquisition is driven primarily by the website itself, supplemented by blog content. The company operates without external venture or institutional funding as an independent GmbH under Austrian law.

Name

mtrade

Legal name

mtrade GmbH

Website

https://mtrade.at

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

mtrade GmbH is an Austrian B2B e-commerce distributor, founded ~2001 and headquartered in Linz, selling professional hygiene consumables, cleaning supplies, and Ghibli-branded industrial cleaning machines to businesses across domestic industries.

Ownership category

akta.pro rank

Product category

Commercial Cleaning and Hygiene Supplies Distribution

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Paper & Paper Products (5110), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Nonfood Grocery & HBC Wholesale (Paper, Cleaning, Personal Care) (AFAIABAL)

akta.pro secondary industries

Away-from-Home (AFH) Tissue & Wipers (Commercial/Institutional) (IMAMAGAB), Custodial, Sanitation & Facility Supplies (Cleaning Chemicals, Paper Goods, Waste/Recycling) (EDAEAIAK)

Keywords

• Hygiene supplies distribution
• Cleaning equipment sales
• Commercial cleaning products
• Janitorial supplies retailer
• Industrial cleaning machines

Headquarters

HQ city

Linz

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated from direct sales of hygiene supplies, cleaning equipment, and cleaning machines through the company's e-commerce platform. Products are sold at competitive prices with VAT (zzgl. MwSt.) pricing structure. The company emphasizes fair prices and reliable service.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

mtrade GmbH distributes and sells professional hygiene and cleaning supplies, cleaning equipment, and cleaning machines to business customers via its e-commerce shop at www.mtrade.at. The catalog spans hygiene consumables (disinfectants, soaps, hygiene paper, gloves), waste management products, cleaning chemicals, manual cleaning tools, and Ghibli-brand cleaning machines (scrubber-driers, single-disc machines, vacuums, spray extractors). Products carry sustainability certifications such as FSC, PEFC, and EU Ecolabel, and are predominantly produced in Europe.

Product overview

mtrade GmbH operates an e-commerce platform offering a comprehensive portfolio of hygiene and cleaning supplies. The product range spans four main categories: hygiene consumables (disinfectants, soaps, hand pastes, skin protection, hygiene paper, gloves, safety tools, building equipment), waste management (trash bags, drawstring bags, bio-waste bags, containers), cleaning supplies (cleaning chemicals, cleaning equipment including cloths, brushes, sponges, squeegees, mops, buckets, carts), and cleaning machines. The cleaning machine portfolio features Ghibli-brand equipment including scrubbing-suction machines (Ghibli REXA 50 SD 55 BC PLUS, Round 45 SD 55 BC+), orbital single disc machines (Ghibli 0 143 S 10), vacuum cleaners (Power D12, V 10), wet/dry vacuums (AS 400 P, AS 27 P), spray extraction devices (Power Extra 7P), and a range of compatible accessories including machine pads, brushes, and spare parts. The company also offers cleaning equipment from brands like Ettore and TTS including squeegees, mop holders, and glass cleaning tools. Products are available in various sizes and configurations, with sustainability certifications (FSC, PEFC, EU Ecolabel) highlighted for relevant product lines.

Differentiator

Problem solved

Functional benefit

Products and services

• Ghibli REXA 50 SD 55 BC PLUS Scrubbing-Suction Machine Walk-behind scrubbing-suction machine for medium-sized areas with 530 mm washing width and 750 mm suction width for rapid and thorough cleaning. Sold to commercial cleaning operations.
• Ghibli Round 45 SD 55 BC+ Scrubbing-Suction Machine Walk-behind scrubbing-suction machine with traction drive and TOUCH SYSTEM for flexibility. Working width 530/750 mm, theoretical area performance 2650/1590 m²/h, battery life 2h 45min, 45L fresh water tank. For commercial cleaning operators.
• Ghibli 0 143 S 10 Orbital Single Disc Machine Orbital single-disc machine (43 kg) for washing, wax removal, spray-cleaning, polishing, shampooing, and carpet cleaning via eccentric oscillation. For professional cleaning service providers.
• Ghibli Power D12 Vacuum Cleaner Vacuum cleaner rated 1100W max power, 57 l/s air delivery, 250 mbar vacuum, 12-liter filter bag, 15m cable, 7 kg. For commercial cleaning operations.
• Ghibli Power Extra 7P Spray Extraction Device Compact carpet cleaning machine with 28W pump, 0.95 l/min flow, 4 bar pressure, and 7-liter detergent tanks. For cleaning, rinsing and drying of fabric surfaces in commercial settings.
• Ghibli AS 400 P Wet/Dry Vacuum Cleaner Mobile wet/dry vacuum with 1350W max power, 50-liter container, 63 dB(A) noise level, 13 kg. For commercial and industrial cleaning use.
• Hygiene Paper Products (Hygienepapier) Range including toilet paper, paper towels, hand towel rolls, kitchen rolls, serviettes, tissues, examination table rolls, and dispensers. For commercial and facility hygiene needs.
• Cleaning Chemicals (Reinigungschemie) Cleaning chemicals for surface, sanitary, basic, industrial and automatic, kitchen cleaning, coatings, detergents, and dosing equipment. For professional cleaning operators.
• Waste Bags and Containers (Müllsäcke & Abfallbehälter) Trash bags, drawstring bags, bio waste bags, and waste containers for commercial and facility waste management.
• Manual Cleaning Equipment and Tools Cleaning cloths, brushes, sponges, squeegees, mops, buckets, cleaning carts, glass cleaning tools (Ettore, TTS brands), mop holders, and dustpans. For professional cleaners and facility management.
• Magnet-Klappmopphalter (Magnetic Folding Mop Holder) Mop holder with magnetic closure, made of high-quality plastic, available in 40 cm and 50 cm sizes. For professional cleaning operations.
• Superpad 17" 432 mm Machine Pad Cleaning pad with long service life, gentle on floor coverings. Available in white, red, green, brown, black color variants. Compatible with single disc machines.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• CWS (CWS International): European-wide hygiene services and supply provider (washroom, mats, workwear) with a much broader portfolio than mtrade. Overlaps with mtrade in AFH hygiene paper/dispensers but operates at greater scale across many geographies.
• Ecolab: Global leader in water, hygiene, and infection-prevention solutions for B2B customers. Overlaps with mtrade on cleaning chemicals and dispensers, but operates at enterprise scale with service-led contracts rather than transactional e-commerce distribution.

Direct peers

• DR. SCHNELL Chemie: Munich-based manufacturer of professional cleaning and disinfection chemicals serving facility management, healthcare, and HoReCa. Comparable to mtrade on the chemicals leg of the catalog and on the B2B Austrian/German customer base.
• Kiehl Group: German family-owned producer of professional cleaning, disinfection, and care products, selling through B2B distribution to facility services and industry. Directly comparable to mtrade on the chemistry/tooling side of the catalog.
• Vermop Salmon: German manufacturer of professional cleaning tools, mops, and trolley systems. Comparable to mtrade on the manual cleaning equipment segment and on the B2B professional cleaning customer profile.
• Werner & Mertz (Tana Professional): German professional cleaning brand (Tana) with strong DACH distribution in cleaning chemicals, paper, and tools. Highly comparable to mtrade on product mix, sustainability positioning (EU Ecolabel), and B2B customer profile.
• Buzil-Werk Wagner: German manufacturer of cleaning and hygiene chemicals for professional users, distributed via B2B partners across DACH. Comparable to mtrade on the chemical side and on the B2B facility services customer base.
• Hagleitner Hygiene: Austrian-headquartered manufacturer and direct distributor of professional hygiene products (paper, soaps, disinfectants, dosing systems). Closest geographic and product-line competitor to mtrade, also serving B2B customers in DACH with a comparable multi-category catalog.
• IGEFA Handelsgesellschaft: German B2B distribution group for cleaning, hygiene, and catering supplies. Directly comparable to mtrade as a multi-brand wholesaler of paper, chemicals, and equipment to professional customers, with a similar e-commerce-led B2B go-to-market.

Regional players

• Hygan GmbH & Co. KG: German specialist distributor of hygiene and cleaning consumables to professional buyers. Comparable catalog and B2B model to mtrade, but focused on the German market rather than Austria.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/mtradegmbh
• LinkedInlinkedin.com/company/mtrade-gmbh

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 mtrade