Roliba
Roliba A/S is a privately held Danish B2B wholesale trading company founded in 1892 that distributes tools, electrical products, hobby supplies, and packaging materials to building materials stores, electrical retailers, and specialty stores in Denmark.
- Company typePrivate
- Founded1892
- HeadquartersOdense, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Roliba does
Roliba A/S is a privately held Danish B2B trading company founded in 1892 in Odense, Denmark, and operating for over 130 years under family ownership (current director: Niels Ratjen Sunke). The company sources and distributes a broad portfolio of agency products and self-imported goods across four main categories: Electrical & Lighting (doorbells, smoke/gas/CO alarms, sensors, work lights, sockets, extension cords), Crafts/Trades (own-brand SVALK sliding door solutions, Alfer aluminum profiles, Proxxon MICROMOT precision tools, ropes and cordage to ISO 1346, chains and wires, adhesives, insulation, work gloves), Hobby (ribbons, cotton and natural products, bows), and Packaging (industrial and specialty tapes, stretch film, bags). Its go-to-market is exclusively wholesale, accessed through a B2B login portal at roliba.dk where dealers must register to view pricing and place orders.
Roliba's core customers are Danish building materials stores (byggemarkeder), electrical industry wholesalers and contractors, and specialty retail stores, with no disclosed end-consumer or international distribution presence. Key brand partnerships include Proxxon, Alfer, Stanley, NORSE, Hella, Lundbergs, JABO, Gorilla, C-TEC, Bromiflex, Ellen, EnsoNordic, and HPX. The company maintains trade-marketing activity through industry exhibitions (including Malermesse 2026) and a Mailchimp newsletter, and publishes a formal sustainability newspaper, indicating modest ESG positioning consistent with EU regulatory expectations.
The revenue model is straightforward B2B hardware distribution: Roliba earns wholesale margins on resale of third-party agency brands and self-imported goods, with pricing held behind a dealer login and not publicly disclosed. There is no software, SaaS, subscription, or technology-revenue component. The company has no subsidiaries, no funding rounds, no disclosed M&A, and no parent entity — it operates as an independent, single-entity Danish aktieselskab (A/S) with a small headcount (11-50 employees) and a domestic geographic footprint.
Roliba firmographics
Firmographics- Name
- Roliba
- Legal name
- Roliba A/S
- Website
- https://roliba.dk
- Company type
- Private
- Founded year
- 1892
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Roliba A/S is a privately held Danish B2B wholesale trading company founded in 1892 that distributes tools, electrical products, hobby supplies, and packaging materials to building materials stores, electrical retailers, and specialty stores in Denmark.
- Ownership category
- akta.pro rank
Roliba industry classification
Industry- Product category
- Building Materials Wholesale Distribution
- akta.pro primary industry
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF)
- akta.pro secondary industries
- Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail) (CRAEAEAD), Automotive, Tools & Industrial Supplies (B2B) (CRAEAEAH)
Keywords
Where Roliba is headquartered
LocationHeadquarters
- HQ city
- Odense
- HQ country
- Denmark
- HQ region
- Europe
Markets served
Roliba business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale B2B Trading: Roliba operates as a modern B2B trading company dealing in a broad palette of products for the building materials industry, electrical industry, and various specialty stores. Products are sourced as agency products and own-imported products, suggesting revenue comes from wholesale distribution markups and potentially exclusive product arrangements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Other | B2B wholesale pricing - requires login |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Roliba product offering
Product offeringCore offering
Roliba A/S is a Danish B2B trading company that distributes a broad palette of products across four categories — Electrical & Lighting (El & Belysning), Crafts/Trades (Håndværk), Hobby, and Packaging (Emballage) — to building materials stores, electrical industry businesses, and specialty retailers. The assortment combines agency products distributed on behalf of brand owners (e.g., Proxxon, Alfer, Stanley, Gorilla, NORSE) with self-imported and own-brand products (notably the SVALK sliding door system). The website functions as a login-gated B2B dealer portal for ordering and pricing.
Product overview
Roliba A/S is a Danish B2B trading company founded in 1892, serving hardware stores, electrical industry, and specialty retailers with a broad portfolio of both agency products and self-imported products. The company operates four main product categories: (1) El & Belysning (Electrical & Lighting) covering doorbells, smoke/gas/carbon monoxide alarms, security alarms, sensors, fuses, work lights, heaters, sockets, and extension cords; (2) Håndværk (Crafts/Trades) featuring own-brand SVALK sliding door solutions, Alfer building profiles, PROXXON MICROMOT precision tools, ropes/cords (ISO 1346 standard), chains/wires, adhesives (Gorilla, C-TEC), Bromiflex pipe insulation, JABO/Lundbergs indoor-outdoor products, and NORSE work gloves; (3) Hobby including natural products, cotton goods, various ribbon types (poly, satin, metallic, glitter, lacquer, silk), rubber bands, and cloths; and (4) Emballage (Packaging) including tapes (canvas, masking, packaging, marking, aluminum, office, insulation), double-sided tape, dispensers, stretch film, and bags. Key distributed brands include Hella, Proxxon, Svalk, Alfer, EnsoNordic, Gorilla, Ellen, Lundbergs, Norse, HPX, and Stanley.
Differentiator
Problem solved
Functional benefit
Products and services
- Electrical & Lighting assortment (El & Belysning)
Companies that use Roliba
Customer profileSegments3 records
Ideal customer profiles3 records
Roliba technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Roliba partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- ProxxoncoreProxxon is a key brand partner for tools and machines category. Roliba distributes Proxxon MICROMOT precision tools - compact, fine tools designed for precision work rather than heavy industrial use. The product line includes hand tools, machines, and accessories.
- SvalkcoreSvalk is a proprietary/partner brand focused on sliding door solutions. Products include rails, brackets, and accessories for light and heavy doors - from simple home solutions to more demanding construction and commercial applications.
- AlfercoreAlfer is one of Europe's leading manufacturers of aluminium and building profiles. Product range includes angle profiles, U-profiles, T-profiles, flat profiles, and solutions for tiles, floor transitions and finishing.
- StanleycoreStanley is a major brand partner for work lighting and power sockets. Products include multi-outlet power strips, outdoor LED lamps, floodlights, and LED work lamps.
- LundbergscoreLundbergs supplies indoor/outdoor products for practical solutions around the home, garden, storage and furnishing. Products include screening, organization and space utilization solutions.
- JABOcoreJABO supplies indoor and outdoor products for practical solutions around the home, garden, storage and furnishing, including solutions for smaller construction and assembly tasks.
- NORSEcoreNORSE is a key partner for work gloves, offering goat skin, ox skin, and ox split leather gloves. Products are designed for quality, comfort, and durability for professional use.
- Norse DenmarkcoreNorse Denmark supplies work gloves - professional-grade gloves made from goat skin, ox skin, and ox split leather with focus on quality, comfort, and durability.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Roliba competitors and assessment
Company assessmentDirect peers
- Stark Group: Major Nordic building materials distributor (formerly DT Group/Stark) serving professional builders and DIY retailers across Denmark — directly comparable as a B2B distributor into Danish building materials stores.
- Ahlsell: Leading Nordic technical B2B wholesaler serving installers, contractors, and retailers across electrical, plumbing, tools, and building materials — overlapping directly with Roliba's category mix and dealer customer base.
- Carl Ras: Danish B2B distributor of tools, fasteners, hardware, and workwear to tradespeople and construction — directly comparable to Roliba's Håndværk category with overlapping customer types and brand portfolio.
- Solar A/S: Danish-headquartered electrical B2B wholesaler serving electrical installers and retailers with a deep portfolio of cables, lighting, and electrical components — directly comparable to Roliba's electrical industry customer segment.
- Lemvigh-Müller: Major Danish technical and electrical B2B distributor serving the el-branchen (electrical industry) with a broad assortment of cables, lighting, and tools — a direct Danish competitor in Roliba's core electrical trade channel.
- Bygma: Danish building materials dealer group supplying professional tradespeople and DIY consumers. Competes with Roliba at the retailer level and shares overlapping customer segments in construction and craft supplies.
Broad incumbents
- Sonepar: World's largest B2B electrical distributor operating across Europe. Overlaps with Roliba's electrical & lighting assortment and competes for the same electrical installer and retailer customers across Europe.
- Würth: Global market leader in B2B distribution of fastening, tools, and consumables to trades and industry. While much larger and broader, Würth directly overlaps Roliba's tools, fasteners, and consumables categories for trades customers.
- Rexel: Global B2B distributor of electrical, lighting, and energy solutions. Competes with Roliba in the electrical category and increasingly in lighting/energy efficiency products distributed through Nordic trade channels.
Regional players
- XL-BYG: Danish cooperative of independent building materials retailers. While primarily a retailer network, it is a key customer for Roliba and represents a comparable Danish construction-channel player in the same value chain.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Roliba social profiles
Digital presenceRoliba financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roliba leadership team
Management profileNumber of profiles
Profiles1 record
Roliba funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roliba 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 Roliba
What does Roliba do?
Roliba A/S is a Danish B2B trading company that distributes a broad palette of products across four categories — Electrical & Lighting (El & Belysning), Crafts/Trades (Håndværk), Hobby, and Packaging (Emballage) — to building materials stores, electrical industry businesses, and specialty retailers. The assortment combines agency products distributed on behalf of brand owners (e.g., Proxxon, Alfer, Stanley, Gorilla, NORSE) with self-imported and own-brand products (notably the SVALK sliding door system). The website functions as a login-gated B2B dealer portal for ordering and pricing.
Is Roliba a public or private company?
Roliba is a private company. It is classified as family owned and is currently operating.
When was Roliba founded?
Roliba was founded in 1892. It employs 11 to 50 people.
Where is Roliba based?
Roliba is headquartered in Odense, Denmark, in the Europe region.
How does Roliba make money?
One revenue line is on record: wholesale B2B Trading.
Who are Roliba's main competitors?
Direct peers on record are Stark Group, Ahlsell, Carl Ras, Solar A/S, Lemvigh-Müller and Bygma. Broad incumbents are Sonepar, Würth and Rexel. XL-BYG is listed as a regional player.
Does Roliba have an API?
No public API is recorded for Roliba.
What industry is Roliba in?
Roliba's product category is Building Materials Wholesale Distribution. Its primary akta.pro industry code is CRAFAAAF, Wholesale/B2B Generalist Marketplaces, with a secondary code of CRAEAEAD, Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail).