DEHA Group

What DEHA Group does

DEHA Elektrohandelsgesellschaft mbH & Co. KG is a German private limited partnership headquartered in Gerlingen that operates as the central service and coordination entity for a cooperative of five independent electrical wholesale companies: Adalbert Zajadacz, Alexander Bürkle, Emil Löffelhardt, Hardy Schmitz, and Obeta. Collectively these shareholders run approximately 150 branch locations and 5 central warehouses across Germany, employing roughly 3,800 people in total, and serving electrical trade (Elektrohandwerk) customers, industrial buyers, and specialist retailers. DEHA itself does not sell directly to end customers; rather, it provides shared services that enable the five shareholders to compete more effectively against national chains and pure distributors.

The company's core technology is a centralized product data management (PDM) platform that ingests, standardizes, and enriches product data from more than 1,500 suppliers covering 2.3 million saleable articles, distributing updates within 24 hours to the shareholders' ERP and e-commerce systems via ETIM BMEcat formats (versions 4.0.3 and 5.0) with a proprietary Data Quality Index. Around this data backbone, DEHA operates four branded service systems: TECSELECT (a loyalty/performance marketing program with 3,800+ active trade customers since 2001), TECWORLD (a building-technology information portal with over 1 million annual page views), TECSTORE (digital point-of-sale signage at approximately 140 branches), and Key-Account Management with e-procurement integration to platforms including ONVENTIS, Mercateo, and Hubwoo via EDI, OCI, BMEcat, and eClass interfaces. The RED private-label brand (launched 2017) adds direct margin on volume products, while the 2024 CO2NTACT sustainability initiative extends into sustainable product curation.

DEHA generates revenue through a mix of cooperative service fees from its five shareholders, transaction-based charges for PDM services to 1,500+ suppliers, subscription/participation fees from TECSELECT supplier partners, and margin on RED-branded private-label products sold through shareholder branches. Pricing for end customers is handled bilaterally through shareholder sales teams and KAM contracts rather than disclosed publicly. The company initiated the IDEE European cooperation approximately 30 years ago, which now spans 14 independent electrical wholesalers across 19 countries with over 1,200 branches collectively, extending DEHA's cooperative model transnationally.

Name

DEHA Group

Legal name

DEHA Elektrohandelsgesellschaft mbH & Co. KG

Website

https://deha.de

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

DEHA Group is a German cooperative central services entity for five independent electrical wholesalers (Adalbert Zajadacz, Alexander Bürkle, Emil Löffelhardt, Hardy Schmitz, Obeta) operating approximately 150 branches nationwide. It provides centralized product data management (2.3M articles, 1,500+ suppliers) and marketing systems (TECSELECT, TECWORLD, TECSTORE) to serve electrical trade and industrial customers.

Ownership category

akta.pro rank

Product category

Electrical Wholesale Distribution Services

NAICS

Hardware Merchant Wholesalers (423710)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Construction, Hardware & MRO Supply Clubs (Trades/Contractors) (CRAEAEAG)

akta.pro secondary industry

Supply Chain Sustainability & Responsible Sourcing (SMETA, supplier ESG) (EUAHAJAE)

Keywords

• Electrical wholesale distribution
• Cooperative marketing services
• Product data management
• Key account management
• Private label electrical products

Headquarters

HQ city

Gerlingen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Cooperative Services for Shareholders: DEHA generates revenue by providing shared services (purchasing, product management, marketing systems) to its five shareholder companies (Adalbert Zajadacz, Alexander Bürkle, Emil Löffelhardt, Hardy Schmitz, Obeta). Revenue is derived from cooperative membership/service fees, central purchasing advantages, and shared marketing system revenues (TECSELECT, TECSTORE, TECWORLD).
2. Product Data Management Services for Suppliers: DEHA charges suppliers for central article data management services, including data standardization, enrichment, and distribution to shareholder companies' systems within 24 hours. Suppliers access these services through the supplier portal.
3. TECSELECT Loyalty System Fees: TECSELECT generates revenue from supplier participation fees and performance-based marketing service fees. Suppliers pay to participate in the loyalty program, and customers invest earned points in TECSELECT services.
4. RED Private Label Product Margin: DEHA's private label brand RED (launched 2017) generates margin on high-volume products sold through shareholder branches, providing quality volume products for everyday electrical installation needs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

DEHA Group operates as a cooperative service entity for five independent German electrical wholesale shareholders (Adalbert Zajadacz, Alexander Bürkle, Emil Löffelhardt, Hardy Schmitz, Obeta), collectively running approximately 150 branch locations. DEHA centrally delivers product data management for 2.3 million articles from 1,500+ suppliers, marketing systems (TECSELECT loyalty, TECWORLD information portal, TECSTORE point-of-sale), Key-Account Management for industrial and over-regional trade customers, the RED private-label product line, and supplier integration services.

Product overview

DEHA Group operates as a cooperative of five independent electrical wholesalers (Adalbert Zajadacz, Alexander Bürkle, Emil Löffelhardt, Hardy Schmitz, and Obeta) with around 150 locations across Germany, offering a platform-based portfolio centered on product data management and marketing services. The core product is the Produktdatenmanagement (PDM) system, which centrally manages 2.3 million sellable articles from over 1,500 suppliers and distributes standardized data within 24 hours across ERP systems, catalogs, e-shops, and mobile apps. Around this core, DEHA layers marketing and sales tools including TECSELECT (a loyalty points system with 3,800+ customers since 2001), TECWORLD (an information portal with 1M+ annual page views), TECSTORE (in-store digital signage at ~140 locations), Key-Account Management (with e-procurement integration to systems like ONVENTIS, Mercateo, and via EDI/OCI/BMEcat/eClass), and the RED private-label brand (launched 2017). The portfolio also includes catalog publications across electrical, building, industrial, lighting, and network technology, a supplier portal and questionnaire system, and the CO2NTACT sustainability initiative. Product data exchange with suppliers relies on file-based transfer via CrushFTP and BMEcat XML formats rather than a programmatic API.

Differentiator

Problem solved

Functional benefit

Brands

• RED: DEHA's private-label brand for high-quality volume products for electrical trade professionals, covering everyday installation needs from screws to ceiling lights. Launched in 2017.
• TECSELECT
• TECWORLD
• TECSTORE
• CO2NTACT

Products and services

• Produktdatenmanagement (PDM)

Quantifiable outcome

• 2.3 million saleable articles centrally managed and updated within 24 hours for over 1,500 suppliers
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• IDEE CO2NTACT Supplier Partners (ABB, Ledvance, Signify)minorStrategic or Co-development Partner · 1 January 2024CO2NTACT is IDEE's sustainability initiative launched in 2024. Supplier partners ABB, Ledvance, and Signify participate in the initiative focused on sustainable product information, training, services, and communication campaigns in the German market.
• Adalbert Zajadacz GmbH & Co. KGcoreChannel Partner/ Reseller/ DistributorOne of five DEHA shareholder companies. A Hanseatic trading company with over 700 employees and 28 branches. Supplies electrical trade, industry, and specialist retail customers. Specialized competency centers provide customer-specific solutions.
• Alexander Bürkle GmbH & Co. KGcoreChannel Partner/ Reseller/ DistributorOne of five DEHA shareholder companies. A family-owned company based in Freiburg im Breisgau. Over 1,100 employees at 30 locations serving electrical trade, industry, and specialist retail. Acts as technology service provider, simplifying complex systems and connecting people and knowledge.
• Emil Löffelhardt GmbH & Co. KGcoreChannel Partner/ Reseller/ DistributorOne of five DEHA shareholder companies. A traditional family business founded in 1906 with 21 branches and around 650 employees in Baden-Württemberg and Bavaria. Offers one of Germany's most modern logistics centers and 24-hour delivery service.
• Hardy Schmitz GmbH & Co. KG (HARDY SCHMITZ)coreChannel Partner/ Reseller/ DistributorOne of five DEHA shareholder companies. Founded in 1925, employs approximately 350 people. Offers over 350,000 branded articles across branches from the North Sea coast to the northern Ruhr area. Provides exclusive services under the HARDYPRO brand.
• Oskar Böttcher GmbH & Co. KG (Obeta)coreChannel Partner/ Reseller/ DistributorOne of five DEHA shareholder companies. Since 1901, a comprehensive partner for electrical trade with over 1,000 employees across more than 60 locations. Large assortment of around 1 million articles with subsidiaries Eldis and Heinrich Häusler. High service standards and dense branch network ensure rapid availability.
• IDEE (International Distributors of Electrical Material Europe)coreStrategic or Co-development PartnerEuropean cooperation of 14 independent electrical wholesale companies in 19 countries, initiated by DEHA 30 years ago. 14 members operate over 1,200 branches collectively. Joint projects include IDEE futurelab developed with SDA Bocconi for strategic development. CO2NTACT sustainability initiative is a joint IDEE project.
• 250+ Contract Suppliers (including ABB, Siemens, Schneider Electric, Phoenix Contact, Ledvance, Trilux, Gira, Jung, Hager, Mennekes, etc.)coreTechnology or IntegrationDEHA maintains over 250 contractual suppliers with selected brands across electrical technology, industrial technology, lighting, building systems, network technology, and cables. Suppliers benefit from nationwide distribution through shareholder branches, product data management, and access to the TECSELECT loyalty program.

Scale indicators12 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Würth Group: German family-owned trade distribution powerhouse; shares DEHA's family-company values and decentralized subsidiary structure but operates with broader product coverage (tools, fasteners, electrical) and far larger scale.
• Rexel: Paris-listed global electrical distributor with significant German operations; overlaps directly with DEHA in serving industrial customers and electrical installers at substantially greater scale.
• Sonepar: Global electrical distribution leader with multi-billion-euro revenue; competes head-to-head with DEHA shareholders in the German market while offering broader category, geographic, and digital platform capabilities.

Others

• ABB: Major electrical equipment and automation supplier that is a DEHA contract partner and CO2NTACT co-launch participant; serves many of the same end-customers through direct channels.
• Schneider Electric: Global electrical and industrial automation supplier that is one of DEHA's largest contract partners; competes indirectly via direct sales channels to large industrial customers that DEHA also serves.
• Siemens Smart Infrastructure: Major electrical infrastructure supplier and DEHA contract partner; competes with DEHA at the margin through direct sales to large industrial and infrastructure customers in Germany.
• Weidmüller: German industrial connectivity and electronics supplier; comparable to DEHA as a Germany-rooted B2B electrical specialist and partner-supplier in the industrial technology category.
• Phoenix Contact: Industrial electrical connectivity and automation supplier; a DEHA contract partner whose products are sold through DEHA shareholder branches alongside competing distributor channels.

Direct peers

• IMELCO: International group of independent electrical wholesalers coordinating procurement and marketing across multiple countries — directly analogous to IDEE in function and target members (independent electrical wholesalers).
• FEGIME: European federation of independent national electrical wholesaler associations; the most structurally similar organization to DEHA's IDEE cooperation, operating a comparable member-cooperative model across multiple European markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/deha.elektrohandelsgesellschaft
• LinkedInlinkedin.com/company/deha-elektrohandelsgesellschaft-mbh-co-kg

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

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 DEHA Group