WEMAG

What WEMAG does

WEMAG GmbH & Co. KG is a fourth-generation family-owned industrial trading company headquartered in Fulda, Germany, operating for more than 85 years across precision tools, hand tools, power tools, welding, machine tools, pneumatics, drive technology, chemistry, operating equipment, office supplies, occupational safety, fastening technology and cleaning technology. The company distributes over 450,000 articles through a B2B e-commerce webshop, seven physical branch locations across Hesse, Thuringia, North Rhine-Westphalia and Bavaria, a central logistics center, and a field-sales/applications-engineering team. It operates as an authorized partner for premium industrial brands including Bosch Professional, Kärcher, Husqvarna, Seco, Kennametal, Megmeet, OMRON and ELITE ROBOTS, and is increasingly extending into collaborative robotics and laser welding.

The underlying technology layer combines a B2B webshop with cXML connections to SAP Ariba and Coupa, OCI connection to SAP, vending-machine integration, quotation management, and sales statistics. WEMAG also maintains a proprietary online cutting data portal (schnittdaten.wemag.de) that supplies machining parameters, and offers CAD-based planning for shelving and operating equipment. Authorized service capabilities include DGUV-certified rack, ladder and lifting-gear inspections, UVV welding-equipment inspection, torque-tool calibration, machine maintenance and brand-specific full-service warranty programs (Bosch FullService, Metabo All-In Service, Milwaukee Platinum Service).

The business model is primarily one-time product sale via unit pricing across B2B and a secondary B2C webshop, supplemented by recurring revenue from C-Parts Management (managed procurement services), service and maintenance contracts for power tools, and professional services such as safety inspections, calibration, planning, installation, repair and maintenance. Approximately 190 employees support specialist consultants, application engineers, telephone sales and direct sales staff. Customers are predominantly German trade and industrial enterprises, including automated-procurement customers connected via Ariba, Coupa or SAP, with international customers reached through a European sales network.

Name

WEMAG

Legal name

WEMAG GmbH & Co. KG

Website

https://wemag.de

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Industrial Tools and Equipment Distribution

NAICS

Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (423810)

SIC

Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Workshop Tools, Equipment & Lift Systems Distribution (TLAKAOAM)

akta.pro secondary industries

Industrial MRO Supplies for Vehicle/Equipment Workshops (Bearings, Hydraulics, Pneumatics, Fasteners) (TLAKAOAK), Workshop Services & Support (Tool Calibration/Repair, Equipment Installation/Maintenance, Training) (TLAKAOAN)

Keywords

• Industrial tools distribution
• Cutting tools supply
• Power tools distribution
• Workshop equipment supply
• B2B procurement solutions

Headquarters

HQ city

Fulda

HQ country

Germany

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Product Sales: Primary revenue stream through sale of industrial tools, equipment, and consumables to trade and industry customers. Products span precision tools, power tools, hand tools, welding equipment, machine tools, pneumatics, chemistry/lubricants, operating equipment, office supplies, occupational safety, and fastening technology.
2. C-Parts Management Services: Recurring procurement management services for C-parts supply, providing value-added e-business solutions for ongoing consumable purchasing.
3. Professional Services: On-site consulting, safety inspections (DGUV-certified), calibration, planning services (shelving systems, office furniture), installation, repair and maintenance services.
4. Service and Maintenance Contracts: Full-service and warranty services for power tools including Bosch FullService, Metabo All-In Service, and Milwaukee Platinum Service programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

WEMAG is an industrial trading company that distributes over 450,000 SKUs of tools, equipment, and consumables to trade and industry customers across more than 15 product categories including precision tools, hand tools, power tools, welding equipment, machine tools, pneumatics, drive technology, chemistry/lubricants, operating equipment, occupational safety, fastening technology, cleaning technology, power generators, and collaborative robotics. The company supplements distribution with C-parts management services, DGUV-certified safety inspections, calibration, CAD-based storage planning, installation, repair/maintenance, and full-service power tool warranty programs.

Product overview

WEMAG is a fourth-generation family business and comprehensive industrial tools and equipment trading company offering over 450,000 articles across multiple product categories. The portfolio includes Precision Tools (SECO and Kennametal branded cutting tools, machining equipment), Hand Tools, Power Tools (Bosch Professional, Metabo, Milwaukee, Husqvarna), Clamping and Measuring Technology, Welding Equipment (including Megmeet LUX Laser), Machine Tools (CNC and conventional), Pneumatics/Fluid Technology (WEMAG, Aerotec, Aircraft compressors), Drive Technology (FAG, INA, SKF bearings), Chemistry/Chemical Lubricants (including proprietary WECOOL cooling lubricants), Operating Equipment, Office Supplies, Occupational Safety PPE, Fastening Technology, Cleaning Technology (Kärcher), Power Generators, and Robotics (OMRON TM, ELITE ROBOTS collaborative robots). The WEMAG Webshop platform provides B2B e-commerce with cXML/OCI integrations to SAP Ariba, Coupa, and SAP ERP systems, plus vending machine connectivity. Additional services include C-parts management, safety inspections (DGUV certified), calibration services, tool grinding, machine maintenance, and BAFA-funded energy efficiency programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Precision Tools Precision machining tools including drilling, countersinking, milling, turning plate, broaching, knurling, thread-cutting tools, hole saws, and metal circular saw blades for industrial machining customers. Includes SECO and Kennametal branded product lines.
• Hand Tools Comprehensive hand tools catalog including parallel vices, screw clamps, pliers, wrenches, screwdrivers, socket wrenches, torque tools, tool sets, hammers, chisels, files, and specialized electrician and automotive tools for tradespeople and industrial users.
• Power Tools Full line of handheld power tools including cordless machines, grinding machines, drills, saws, milling machines, polishers, hammers, hot-air fans, and garden equipment. Includes Bosch Professional, Metabo, Milwaukee, and Husqvarna brands, plus Bosch FullService, Metabo All-In Service, and Milwaukee Platinum Service warranty programs.
• Welding Equipment Complete welding technology portfolio including E-Hand (stick welding), MIG/MAG, TIG (WIG), autogenous welding, plasma cutting, soldering equipment, weld cleaning, and welding PPE. Includes Megmeet LUX Laser welding systems, UVV inspection, calibration and validation services, automated welding, and a dedicated welding workshop.
• Machine Tools Industrial machine tools including metal belt saws, turning machines (conventional and CNC), drilling/thread cutting machines, milling machines, presses, grinding machines, sheet metal working equipment, and woodworking machines, plus machine maintenance services.
• Pneumatics and Fluid Technology Compressed air generation and pneumatic tools including piston and screw compressors, nailers, impact wrenches, grinding machines, and compressed air line systems. Brands include WEMAG, Aerotec, Metabo, and Aircraft. Includes BAFA funding advisory for up to 40% subsidies on highly efficient cross-sectional technologies.
• Chemistry and Chemical Lubricants Industrial chemical products including maintenance products, lubricants, greases, cooling lubricants, cleaning materials, adhesives, sealants, filters, and paints. Brands include WEMAG Chemie (including proprietary WECOOL water-mixed cooling lubricants), 3M, Loctite, Fuchs, and WD-40. Includes cooling lubricant analysis service.
• Drive Technology Power transmission components including roller bearings, linear technology, V-belts, toothed belts, roller chains, and seals from FAG, INA, SKF, NTN, Optibelt, and Tsubaki.
• Operating Equipment Factory and warehouse equipment including shelving systems, ladders, workbenches, cabinets, storage trolleys, internal transport equipment, forklift attachments, and environmental cabinets. Brands include Schulte Lagertechnik, Munk Steigtechnik, C+P, and Bedrunka + Hirth. Includes CAD-based planning and DGUV-certified rack, ladder, and lifting gear inspections.
• Office Supplies Complete office supply catalog including office and factory equipment, office technology, glue materials, furniture, writing/drawing supplies, paper products, packaging materials, catering items, hygiene/cleaning products, air purifiers, and office furniture planning services.
• Occupational Safety Workplace safety equipment including head protection, hearing protection, eye protection, respiratory protection, safety clothing (with textile finishing service), foot protection, hand protection, first aid supplies, and fall protection PPE.
• Fastening Technology

Quantifiable outcome

• Over 450,000 articles available for procurement from a single source
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

23 partnerships are on record, tiered minor and core.

• EcovadisminorOthersEcovadis sustainability rating displayed on the WEMAG website, indicating the company has received an Ecovadis sustainability assessment certification.
• Eintracht FrankfurtminorGTM or Marketing PartnerWEMAG is a Partner Fanshop of Eintracht Frankfurt football club, providing brand visibility and marketing reach through sports sponsorship.
• VFL Bochum 1848minorGTM or Marketing PartnerWEMAG is a Netzwerk Partner (network partner) of VFL Bochum 1848 football club, providing brand visibility through sports sponsorship.
• Schulte LagertechnikcoreChannel Partner/ Reseller/ DistributorHigh-quality storage and operating equipment brand offered by WEMAG, representing the top price-performance ratio for optimum ergonomic room equipment.
• Munk SteigtechnikcoreChannel Partner/ Reseller/ DistributorLeading brand for ladders and access technology offered by WEMAG, included in the operating equipment portfolio.
• Bedrunka + HirthcoreChannel Partner/ Reseller/ DistributorSpecialized brand for operating equipment offered by WEMAG as part of its storage and operating equipment range.
• C+P (C + P)coreChannel Partner/ Reseller/ DistributorMajor brand for business and operating equipment offered by WEMAG, included in the company's portfolio for factory and office equipment.
• BAFA (Federal Office of Economics and Export Control)coreOthersBAFA provides subsidies of up to 40% for highly efficient cross-sectional technologies (Module 1: individual measures), including compressor replacement and new purchases. WEMAG advises customers on possible funding programs for larger systems.
• KärchercoreChannel Partner/ Reseller/ DistributorWEMAG operates as a Kärcher Store and Kärcher workshop, offering the full Kärcher cleaning equipment range plus repair and maintenance services. WEMAG is the designated Service und Retouren location for Kärcher products.
• Bosch ProfessionalcoreChannel Partner/ Reseller/ DistributorWEMAG is a Bosch Professional partner, offering the full Bosch Professional power tools and garden tools range, saws, and much more. The company also offers Bosch FullService warranty program.
• HusqvarnacoreChannel Partner/ Reseller/ DistributorWEMAG carries the full Husqvarna range of products, including garden tools. WEMAG also serves as the designated Service und Retouren location for Husqvarna products.
• SecocoreChannel Partner/ Reseller/ DistributorWEMAG is a Seco sales partner, offering Seco cutting tools, SECO Turning Plate products, and SECO/JABRO Tools in its precision tools catalog.
• OMRONcoreTechnology or IntegrationWEMAG offers OMRON TM collaborative robots as part of its robotics product group, including applications, training, workshops, and a robot showroom for demonstration.
• ELITE ROBOTScoreTechnology or IntegrationWEMAG offers ELITE ROBOTS CS series collaborative robots as part of its robotics product group, providing an alternative collaborative robot brand alongside OMRON.
• FAGcoreChannel Partner/ Reseller/ DistributorFAG (part of Schaeffler Group) ball bearings offered by WEMAG as part of the drive technology product range.
• INAcoreChannel Partner/ Reseller/ DistributorINA (part of Schaeffler Group) ball bearings offered by WEMAG as part of the drive technology product range.
• SKFcoreChannel Partner/ Reseller/ DistributorSKF bearings offered by WEMAG as part of the drive technology product range, known for high performance standards and quality requirements.
• NTNcoreChannel Partner/ Reseller/ DistributorNTN bearings offered by WEMAG as part of the drive technology product range.
• OptibeltcoreChannel Partner/ Reseller/ DistributorOptibelt V-belts offered by WEMAG as part of the drive technology product range, complementing the portfolio with high performance standards.
• TsubakicoreChannel Partner/ Reseller/ DistributorTsubaki roller chains offered by WEMAG as part of the drive technology product range.
• MASCOTcoreChannel Partner/ Reseller/ DistributorWEMAG runs regular MASCOT workwear promotions, offering high-quality workwear with changing discounts. The MASCOT webshop is accessible through the WEMAG website.
• MegmeetminorChannel Partner/ Reseller/ DistributorWEMAG offers Megmeet LUX Laser welding equipment as part of its welding technology product group.
• KennametalcoreChannel Partner/ Reseller/ DistributorWEMAG offers the full Kennametal range including holemaking, turning, milling, threading, and tooling systems as part of its precision tools catalog.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Würth: Würth is the world's largest family-owned industrial distribution group, founded in Germany and specializing in fasteners, tools, and MRO supplies. It is the most direct comparable to WEMAG given shared German Mittelstand heritage, workshop/MRO customer focus, and broad industrial product portfolio.
• Hoffmann Group: Hoffmann Group is a leading German manufacturer and distributor of precision tools, metrology, and operating equipment serving industrial customers across Europe. Highly comparable to WEMAG across precision tooling, clamping/measuring, and MRO categories — and recently expanded into online industrial retail via Contorion.
• ERIKS: ERIKS is a European industrial distribution specialist in bearings, power transmission, sealing, and fluid technology — now part of TotalEnergies. Strongly comparable to WEMAG's drive technology (FAG/INA/SKF/NTN/Optibelt/Tsubaki) and pneumatics/hydraulics lines, and serves overlapping industrial customers.
• E/D/E (Einkaufsbüro Deutscher Eisenhändler): E/D/E is one of the largest German purchasing cooperatives for independent industrial and hardware retailers, offering centralized procurement across tools, fasteners, and MRO categories. Comparable to WEMAG in German Mittelstand workshop distribution, though structured as a cooperative rather than a single corporate entity.
• Haberkorn: Haberkorn is a large Austrian industrial distributor serving Germany, Austria, Switzerland, and Eastern Europe with technical MRO products, tools, and workplace safety equipment. Comparable to WEMAG in workshop/MRO product breadth and DACH customer focus, though materially larger in scale.
• Alexander Bürkle: Alexander Bürkle is a German industrial distribution group specializing in tools, electrical equipment, and operating supplies for trades and industry across southern Germany. Comparable to WEMAG in workshop/MRO product focus and German regional distribution model.
• GVS Group: GVS (Großhandelsverband Sanitär) is a major German industrial and sanitary/MRO wholesale group with broad tool, fastening, and operating-equipment product ranges. Comparable to WEMAG as a German family-affiliated industrial distributor serving trades and industry with multi-branch coverage.

Broad incumbents

• Grainger: Grainger is the largest US-based industrial MRO distributor with growing European presence and a comprehensive online catalog spanning tools, safety, and facilities supplies. Comparable to WEMAG in product breadth and enterprise B2B e-commerce, though with materially larger scale and US/European footprint.
• MSC Industrial Direct: MSC Industrial is a leading US industrial MRO distributor with broad metalworking and cutting tools, power tools, and safety product lines serving manufacturers. Comparable to WEMAG in precision cutting tools and workshop MRO focus, and represents the type of large-scale digital competitor WEMAG faces for enterprise contracts.

Emerging players

• Contorion: Contorion is a German online-first industrial tools and MRO retailer, now part of the Hoffmann Group. Comparable to WEMAG's webshop channel for workshop tools, hand tools, and PPE, though it competes primarily via digital UX rather than branch/field-sales service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xwemag.de/en
• YouTubewemag.de/en
• Facebookwemag.de/en
• LinkedInwemag.de/en
• Instagramwemag.de/en

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 WEMAG