Feb

What Feb does

AS FEB (Aktsiaselts FEB) is an Estonian private joint-stock company that operates as a multi-channel retailer of sanitary technology, plumbing, heating, ventilation, tools, and electrical products. Self-described as "Estonia's leading sanitary technology seller," the company runs a consumer e-commerce platform at feb.ee alongside eight physical retail stores distributed across Estonia's major population centers (Tallinn, Tartu, Pärnu, Rakvere, Narva, and Viljandi). It also maintains a dedicated B2B portal at b2b.feb.ee for business and trade customers.

The product catalog spans six core divisions: sanitary technology (showers, toilets, sinks, mixers, bathtubs), water and sewerage systems (pipes, pumps, water heaters, filters), heating solutions (boilers, radiators, heat pumps, floor heating), ventilation and cooling, professional tools and protective equipment, and electrical and low-voltage installations. The assortment is anchored by over 100 international brands including Geberit, Grohe, Hansgrohe, Villeroy & Boch, Laufen, Bosch, Uponor, Grundfos, Purmo, and Viega, alongside own-branded accessories and spare parts. No proprietary technology, mobile app, API, or integration platform is disclosed; the underlying stack is a standard e-commerce storefront with a separate B2B ordering environment.

AS FEB generates revenue through one-time product sales across both retail and business channels, with unit pricing, promotional discounts of up to 50%, and free delivery on orders above €499. The primary customer segment is professional tradespeople (plumbers, builders, contractors) undertaking renovation, plumbing, and heating projects, with individual homeowners as a secondary segment and corporate/B2B accounts served through the dedicated portal. The company is described as part of an international group ("rahvusvahelisse kontserni kuuluv"), though no parent, investors, or ownership structure are disclosed in the available data, and no funding rounds or M&A activity are recorded.

Name

Feb

Legal name

AS FEB

Website

https://feb.ee

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

AS FEB is Estonia's leading sanitary technology retailer, operating eight physical stores and consumer e-commerce (feb.ee) alongside a B2B portal (b2b.feb.ee), distributing 100+ international brands across sanitary, plumbing, heating, ventilation, tools, and electrical categories to professional tradespeople, homeowners, and business customers in Estonia.

Ownership category

akta.pro rank

Product category

Sanitary Equipment Retail

NAICS

Warm Air Heating and Air-Conditioning Equipment and Supplies Merchant Wholesalers (42373)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430)

akta.pro primary industry

HVAC Parts & Supplies Retail (Thermostats, Filters, Ducting) (CRAIADAI)

Keywords

• Sanitary equipment retail
• Plumbing supplies distribution
• Bathroom fixtures wholesale
• Heating ventilation systems
• Construction tools distribution

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Retail): Revenue generated from selling sanitary technology products, bathroom fixtures, plumbing supplies, heating equipment, ventilation systems, tools, and electrical products through physical retail stores and e-commerce channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

AS FEB is a sanitary technology retailer and distributor operating 8 physical stores across Estonia and two e-commerce platforms (feb.ee for consumers, b2b.feb.ee for business customers). It sells bathroom and kitchen fixtures, water/sewerage equipment, heating, ventilation and cooling systems, professional tools, and electrical/low-voltage products from over 100 international brands. The company serves both individual homeowners and professional tradespeople (plumbers, builders, contractors).

Product overview

AS FEB operates as Estonia's leading sanitary technology retailer through a multi-category e-commerce platform. The product portfolio spans six core divisions: (1) Sanitary Technology (bathroom and kitchen fixtures including showers, toilets, sinks, mixers), (2) Water and Sewerage (pipes, pumps, water heaters), (3) Heating (boilers, radiators, heat pumps), (4) Ventilation and Cooling, (5) Tools and Protective Equipment, and (6) Electrical/Low-Voltage Systems. The company serves both B2C (retail customers via feb.ee) and B2B segments (professional customers via dedicated b2b.feb.ee platform). FEB distributes products from over 100 international brands including Geberit, Grohe, Villeroy & Boch, Laufen, Hansgrohe, Bosch, Grundfos, Uponor, and others, while also carrying its own branded accessories and spare parts. The company has physical store locations across Estonia (Tallinn, Tartu, Pärnu, Rakvere, Narva, Viljandi) with e-commerce delivery of 1-4 business days for stock items.

Differentiator

Problem solved

Functional benefit

Products and services

• Sanitary Technology (bathroom, kitchen, WC) Complete range of bathroom and kitchen sanitary products including showers, sinks, toilets, mixers, bathtubs, accessories, shower enclosures and trays, special-purpose sanitary products, and kitchen sinks/sorters, sourced from premium international brands.
• Water and Sewerage systems Water supply and drainage equipment including pipes, fittings, pumps, water heaters, filters, valves, and external network components for residential and light commercial installations.
• Heating systems Heating solutions including boilers, radiators, heat pumps, floor heating systems, towel dryers and heating accessories from brands such as Purmo, Uponor and others.
• Ventilation and Cooling systems Ventilation and air conditioning systems including air handling units, fans, air curtains, cooling equipment and ductwork components for residential and commercial buildings.
• Tools and Protective Equipment Professional tools and safety equipment including power tools (e.g., Bosch), hand tools, welding equipment, compressors, measuring instruments and personal protective equipment for tradespeople.
• Electrical and Low-Voltage systems Electrical systems and low-voltage installations including cables, switches, lighting, alarm systems, video surveillance and electrical distribution equipment for residential and commercial projects.
• B2B Business Customer Portal Dedicated B2B e-commerce environment at b2b.feb.ee providing business customers (professional tradespeople, contractors, corporate buyers) with professional pricing, account management and ordering for sanitary, plumbing, heating, ventilation, tools and electrical products.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• GeberitcoreOthersPremium brand represented by AS FEB for sanitary technology products including WC installation frames, flushing buttons, and bathroom fixtures
• GrohecoreOthersPremium bathroom fixtures and fittings brand distributed through AS FEB stores and e-commerce
• HansgrohecoreOthersPremium bathroom and kitchen fixtures brand available through AS FEB distribution network
• Villeroy & BochcoreOthersLuxury bathroom fixtures and ceramics brand represented by AS FEB
• LaufencoreOthersPremium sanitary ceramics and bathroom furniture brand distributed by AS FEB
• BoschminorOthersPower tools and building equipment brand available through AS FEB product range
• UponorcoreOthersWater and heating solutions including piping systems distributed by AS FEB
• GrundfoscoreOthersPump solutions and water technology brand distributed through AS FEB
• PurmocoreOthersHeating solutions including radiators and heating systems available through AS FEB
• ViegacoreOthersPlumbing and heating installation technology brand distributed by AS FEB

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ahlsell: Leading Nordic distributor of installation, plumbing, HVAC, tools, and electrical supplies to professional tradespeople. Closely matches FEB's multi-category assortment and B2B professional customer model, scaled across multiple Nordic markets.
• Onninen: Nordic and Baltic-focused distributor of plumbing, heating, ventilation, and electrical products serving professional installers and retailers. Directly comparable to FEB in category mix and customer base, with stronger Nordic and Baltic coverage that FEB could leverage via its international group.
• Brødrene Dahl: Norwegian plumbing, heating, and industrial pipes distributor serving contractors and installers. Comparable to FEB through its specialist sanitary/HVAC trade focus and branch-based professional customer service, though at substantially larger scale.
• Sanistal: German sanitary, plumbing, and HVAC trade retailer/distributor with a strong professional and consumer dual-channel model. Directly comparable to FEB in product mix (bathroom fixtures, plumbing, heating) and customer segmentation between tradespeople and homeowners.
• Espak: Estonian building materials wholesale and retail group operating trade-focused depots and retail stores. Directly comparable to FEB through its B2B/B2C trade-and-retail model in plumbing, heating, and construction supplies within Estonia.
• Depo (Espak Group): Estonian building materials and home improvement retailer focused on both consumers and tradespeople. Directly competes with FEB across plumbing, tools, sanitary, and renovation categories within the same Estonian market.

Broad incumbents

• Saint-Gobain Distribution: European-wide building materials distribution arm of Saint-Gobain serving professional installers across sanitary, plumbing, and HVAC. Comparable to FEB as a multi-country professional distributor, though significantly larger and broader in scope.
• K-rauta Estonia: Estonian home improvement and DIY hypermarket chain (Kesko/K-rauta) selling sanitary, plumbing, tools, and electrical products under one roof. Overlaps with FEB on assortment breadth but operates as a wider-format DIY incumbent with stronger scale and buying power.
• Bauhaus Estonia: Pan-European DIY and home-improvement chain with Estonian operations, covering plumbing, tools, sanitary, and building materials. Competes with FEB for both DIY consumers and smaller trade customers across overlapping categories.
• Hornbach Estonia: European DIY and home improvement chain with Estonian operations spanning tools, sanitary, plumbing, and electrical. Adjacent competitor to FEB on consumer and small-trade segments across overlapping categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AktsaiseltsFEB
• LinkedInlinkedin.com/company/as-feb

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 Feb