Tire Line
Däckline, founded in 1996 in Helsingborg, Sweden, is an e-commerce-first tire and rim retailer selling tires, wheels, and complete wheel sets from over 100 brands plus its own Imaz Wheels line to individual car owners across Sweden, Denmark, and Finland.
- Company typePrivate
- Founded1996
- HeadquartersHelsingborg, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Tire Line does
Däckline Sverige AB, operating as Däckline (Tire Line), is a Nordic e-commerce-first tire and rim retailer founded in 1996 and headquartered in Helsingborg, Sweden. The company sells summer, winter (studded and studless), friction, and all-season tires alongside aluminum and alloy wheels from a catalog of more than 100 third-party brands (including Pirelli, Michelin, Goodyear, Kumho, Hankook, Japan Racing, Vossen, BBS, CMS, and Concaver), complemented by its proprietary Imaz Wheels brand and the IMAZ E-WHEELS sub-line developed for electric vehicles such as the Tesla Model Y. A physical showroom and workshop in Helsingborg Berga, supported by an expanded warehouse facility, delivers tire fitting, mounting, balancing, and wheel alignment services, while a third-party partnership with eontyre.com provides seasonal tire storage (däckhotell). The platform also offers complete pre-assembled wheel sets and accessories such as TPMS sensors.
The business operates a direct-to-consumer omnichannel model with e-commerce storefronts in Sweden (dackline.se), Denmark (daekline.dk, launched September 2024), and Finland (rengasline.fi), plus the Helsingborg physical site. Revenue is generated across five streams: tire sales, rim/wheel sales, complete wheel sets, professional fitting services, and managed tire storage. Pricing is unit-based in SEK per item, spanning budget to premium tiers (tires ~600–3,000+ kr; wheels ~1,175–3,000+ kr; fitting ~200–300 kr per tire), with payment facilitated through Svea Webpay including installment plans. Customer segments are individual car owners, car enthusiasts seeking performance and aesthetic customization, and EV owners; Däckline targets all three through a 100% fit guarantee, next-day delivery, an educational blog, and active social media presence on Facebook, Instagram, LinkedIn, YouTube, and TikTok. The company is a member of SDAB (Sveriges Däck och Fälgbranschförening) and was named 'Sveriges mest Googlade fälgar 2024' (Sweden's most googled wheel brand).
Tire Line firmographics
Firmographics- Name
- Tire Line
- Legal name
- Däckline Sverige AB
- Website
- https://dackline.se
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Däckline, founded in 1996 in Helsingborg, Sweden, is an e-commerce-first tire and rim retailer selling tires, wheels, and complete wheel sets from over 100 brands plus its own Imaz Wheels line to individual car owners across Sweden, Denmark, and Finland.
- Ownership category
- akta.pro rank
Tire Line industry classification
Industry- Product category
- Tire and Wheel Retail
- NAICS
- Tire Dealers (44134), Automotive Parts, Accessories, and Tire Retailers (4413)
- akta.pro primary industry
- Retail Tire Sales & Installation (Consumer) (TLAKADAA)
- akta.pro secondary industries
- Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD), Wheel Services (Mount/Balance, Alignment, Rotation) (TLAKADAF)
Keywords
Where Tire Line is headquartered
LocationHeadquarters
- HQ city
- Helsingborg
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Tire Line business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Tire Sales: Retail sale of tires including summer tires, winter tires (studded and studless), and all-season tires from multiple brands (Pirelli, Michelin, Goodyear, Kumho, Hankook, etc.)
- Wheel/Rim Sales: Sale of aluminum and alloy wheels in various sizes and designs, including their proprietary Imaz Wheels brand and brands like Japan Racing, CMS, Vossen, Concaver.
- Complete Wheel Sets: Pre-assembled wheel sets combining tires and rims, offered as a convenient package for customers.
- Tire Fitting Services: Professional mounting, balancing, and tire change services at their Helsingborg workshop. Pricing varies by season and complexity.
- Tire Storage (Däckhotell): Storage services for seasonal tire sets through their partner platform (eontyre.com), including cleaning and inspection.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Economy/Budget Tires |
| Unit Pricing | Pay-as-you-go | Mid-Range Tires |
| Unit Pricing | Pay-as-you-go | Premium Tires |
| Unit Pricing | Pay-as-you-go | Economy/Budget Wheels |
| Unit Pricing | Pay-as-you-go | Mid-Range Wheels |
| Unit Pricing | Pay-as-you-go | Premium/Performance Wheels |
| Unit Pricing | Pay-as-you-go | Tire Fitting Service |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels5 records
Tire Line product offering
Product offeringCore offering
Däckline (Tire Line) is a Nordic tire and wheel retailer selling tires, rims/wheels, and complete wheel sets through its own e-commerce platforms (dackline.se, daekline.dk, rengasline.fi) combined with a flagship physical showroom and workshop in Helsingborg, Sweden. The company offers more than 100 tire and wheel brands alongside its proprietary Imaz Wheels line, and provides complementary tire mounting, balancing, seasonal changeover, and tire storage services.
Product overview
Däckline is an online tire and rim retailer operating since 1996 with a physical store in Helsingborg, Sweden. The product offering centers on a core portfolio of tires (summer, winter, friction, studded, and all-season) combined with rims from multiple international brands. The company differentiates through its proprietary Imaz Wheels rim brand featuring exclusive designs for standard and sports vehicles, including the IMAZ E-WHEELS sub-line for electric vehicles like Tesla. Services include complete wheel packages, tire storage (däckhotell), tire change and mounting, wheel balancing, and alignment. Däckline also carries third-party brands including Kumho, Pirelli, Hankook, Landsail, CMS, Japan Racing, Concaver, Vossen, BBS, and GMP.
Differentiator
Problem solved
Functional benefit
Brands
- Imaz Wheels: Proprietary rim brand of Däckline featuring high-quality aluminum wheels with exclusive designs for common car models and sports models with high design requirements. Also includes IMAZ E-WHEELS sub-line for electric vehicles.
Products and services
- Imaz Wheels Däckline's proprietary aluminum rim brand featuring exclusive designs for both common car models and sports models with high design requirements, including the IMAZ E-WHEELS sub-line designed specifically for electric vehicles such as Tesla.
- Kompletta hjul (Complete Wheels) Pre-assembled wheel sets combining tires and rims as a ready-to-install package for customers, including professional fitting and balancing.
- Sommardäck (Summer Tires) Summer tires for warm-weather driving conditions, available across budget, mid-range, and premium tiers from brands such as Pirelli, Kumho, Hankook, Landsail, and Goodyear.
- Vinterdäck (Winter Tires) Winter tires for cold and snowy Nordic conditions, covering both studded (dubbdäck) and studless (friktionsdäck) variants for Scandinavian winter driving.
- Friktionsdäck (Studless Winter Tires) Studless winter tires (friction tires) providing grip on snow and ice through specialized rubber compounds and tread patterns, including Nordic-specific friction tire variants.
- Dubbdäck (Studded Winter Tires) Winter tires with metal studs for maximum grip on icy Nordic roads, offered with staggered fitment options for customized wheel setups.
- Helårsdäck (All-Season Tires) Year-round tires combining summer and winter tire characteristics for varying weather conditions.
- Fälgar (Rims/Wheels) Aluminum and alloy rims from multiple international brands including Japan Racing, CMS, Vossen, Concaver, Avalon, MSW, BBS, and GMP, available in various sizes, finishes, and designs including concave models.
- Däckbyte (Tire Change Service) Professional tire mounting, balancing, changeover, and wheel alignment services delivered at Däckline's Helsingborg workshop facility, with pricing varying by season and tire size.
- Däckhotell (Tire Storage Service) Seasonal tire storage service for off-season tire and wheel sets, including cleaning, inspection, and climate-controlled facilities, delivered through partner platform eontyre.com.
- Tillbehör (Tire and Wheel Accessories) Tire and wheel accessories including TPMS (Tire Pressure Monitoring System) sensors, wheel accessories, and maintenance products.
Quantifiable outcome
- Next-day delivery on most orders
- +2 more outcomes
Companies that use Tire Line
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Tire Line technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Tire Line partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Japan RacingcoreDeepening partnership with Japan Racing, Däckline is investing heavily in the growing wheel segment. Japan Racing is known for innovative wheel designs and is one of their most popular brands.
- DäckskiftarnaminorCollaboration with nationwide tire chain Däckskiftarna, expanding service network and distribution reach.
- SDAB (Sveriges Däck och Fälgbranschförening)coreDäckline is a proud member of SDAB (Swedish Tire and Wheel Industry Association), ensuring they stay updated on the latest industry standards and guidelines. Membership provides access to a valuable network of industry experts and companies.
Scale indicators4 records
Recent moves7 records
Expansion highlights3 records
Tire Line competitors and assessment
Company assessmentDirect peers
- Däckproffsen: Nordic-focused tire retailer with online and physical sales of tires, rims, and complete wheel sets; closely comparable e-commerce plus workshop model and Scandinavian customer base.
- Vianor: Nordic tire and vehicle service chain owned by Continental, operating retail and fitting across Sweden, Finland, Norway, and the Baltics; directly comparable multi-country footprint and product/service mix to Däckline.
- Tire Rack: US online tire and wheel retailer recognized for fitment-driven e-commerce, broad SKU breadth, and content-led marketing; a strong reference model for Däckline's online-plus-content strategy.
- Däckia: Swedish tire retailer and workshop chain selling tires, wheels, and offering tire storage and fitting; competes head-to-head with Däckline in the same domestic market and product categories.
- Bythjul: Swedish online-first tire and wheel retailer with strong SEO-driven traffic; comparable pure-play e-commerce model targeting Swedish car owners seeking competitive tire and rim pricing.
Broad incumbents
- Euromaster: European Michelin-linked tire and vehicle maintenance network operating across multiple countries; overlaps Däckline on tire retail, fitting, and fleet services across continental Europe.
- Point S: International tire and auto-service retailer and dealer group operating thousands of locations globally; competes with Däckline on multi-brand tire distribution and workshop services.
- Kwik-Fit: Large European tire, wheel, and auto-service incumbent with broad workshop network; comparable offering in tire sales, mounting, and alignment at far greater scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Tire Line social profiles
Digital presenceTire Line compliance and trust
Trust signalCompliance2 records
Tire Line financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tire Line leadership team
Management profileNumber of profiles
Profiles1 record
Tire Line funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tire Line 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 Tire Line
What does Tire Line do?
Däckline (Tire Line) is a Nordic tire and wheel retailer selling tires, rims/wheels, and complete wheel sets through its own e-commerce platforms (dackline.se, daekline.dk, rengasline.fi) combined with a flagship physical showroom and workshop in Helsingborg, Sweden. The company offers more than 100 tire and wheel brands alongside its proprietary Imaz Wheels line, and provides complementary tire mounting, balancing, seasonal changeover, and tire storage services.
Is Tire Line a public or private company?
Tire Line is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tire Line founded?
Tire Line was founded in 1996. It employs 11 to 50 people.
Where is Tire Line based?
Tire Line is headquartered in Helsingborg, Sweden, in the Europe region.
How does Tire Line make money?
Five revenue lines are on record. Tire Sales are the primary driver. The others are wheel/Rim Sales, complete Wheel Sets, tire Fitting Services and tire Storage (Däckhotell).
Who are Tire Line's main competitors?
Direct peers on record are Däckproffsen, Vianor, Tire Rack, Däckia and Bythjul. Broad incumbents are Euromaster, Point S and Kwik-Fit.
Does Tire Line have an API?
No public API is recorded for Tire Line.
What industry is Tire Line in?
Tire Line's product category is Tire and Wheel Retail. Its primary akta.pro industry code is TLAKADAA, Retail Tire Sales & Installation (Consumer), with a secondary code of TLAKAAAD, Tire & Wheel Services (Mount/Balance/Alignment). Its NAICS code is 44134.