TradeUp

Name

TradeUp

Legal name

TRADE UP A.E.

Website

https://tradeup.gr

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Catering Supplies Wholesale Distribution

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Nonfood Grocery & HBC Wholesale (Paper, Cleaning, Personal Care) (AFAIABAL)

Keywords

• Wholesale catering supplies
• Cleaning products distribution
• Food packaging wholesale
• Hospitality supplies B2B
• Barista accessories wholesale

Headquarters

HQ city

Heraklion

HQ country

Greece

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Distribution of Catering Supplies: TradeUp generates revenue through the import, trading, and wholesale distribution of cleaning & disinfection supplies, detergents, paper products, beverages, Barista accessories, and packaging items to professional businesses. The company operates exclusively B2B with a minimum order threshold of 250 EUR, selling primarily to restaurants, hotels, catering businesses, healthcare facilities, and cleaning professionals.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

TradeUp imports, distributes, and sells wholesale catering supplies through its B2B e-commerce platform tradeup.gr to registered professional buyers. Its catalog spans cleaning and disinfection chemicals, detergents, paper products, take-away and food packaging, kitchen and serving equipment, barista accessories, coffee and beverages, hotel amenities, and adult incontinence items. Access requires business-account registration and is subject to a €250 minimum order, with additional telephone-based order support.

Product overview

TradeUp operates as a B2B e-commerce platform (tradeup.gr) serving the Greek and international catering/hospitality industry with wholesale supply of cleaning products, packaging, consumables, and food service equipment. The platform offers approximately 3,000 products across 12 main categories from 150 suppliers. Key product lines include: (1) Packaging & Consumables — take-away products, food packaging containers, kitchen consumables; (2) Kitchen & Serving — tools, pastry equipment, serving items; (3) Disinfectants & Personal Hygiene — PPE, sanitizers, hand soaps; (4) Detergents & Cleaners — all-purpose cleaners, dishwashing, laundry products; (5) Cleaning Supplies — tools, equipment, garbage bags; (6) Paper Products — tissues, napkins, dispensers; (7) Coffee & Beverages — coffee, tea, syrups, accessories; (8) Barista Accessories — professional coffee equipment; (9) Hotel Amenities — toiletries, soaps, amenity sets; and (10) Healthcare products — adult incontinence items. The company is headquartered in Heraklion, Crete, Greece, operating as TRADE UP A.E. with minimum order of €250.

Differentiator

Problem solved

Functional benefit

Products and services

• Take-Away & Food Packaging Products Wholesale product line of disposable take-away packaging (paper and plastic cups, lids, biodegradable straws, stirrers, cup holders, cutlery packs, wooden sticks, carrying bags, KeepCup reusable cups, cutlery envelopes) and food packaging consumables (grill boxes, bakery boxes, pizza boxes, biodegradable food containers, sushi utensils, aluminum containers, food bags, wrapping papers, packaging bags, stretch film, vacuum bags, disposable plates, toothpicks) for restaurants, takeaways, bakeries, and food-service operators.
• Food Containers Wholesale line of PET containers and lids, sauce containers, plastic containers, microwave-safe food containers, ice cream cups and bowls, and food buckets for professional kitchens, takeaways, and ice-cream/dessert shops.
• Kitchen Consumables, Tools & Equipment Wholesale line of gloves, aluminum foil, cling film, greaseproof paper, kitchen staff clothing and reso candles/fuel, plus kitchen utensils (cutting boards, cooking spoons, knives, measuring jugs, olive oil dispensers, drainers, egg beaters, ice cube molds, spatulas, scoops, aluminum pans) for professional kitchens.
• Pastry Tools Wholesale line of piping bags, cream whippers, pastry spatulas, powdered sugar pouches, pastry molds, and other baking/pastry equipment for bakeries, pastry shops, and hotel pastry operations.
• Serving Items & Bar Equipment Wholesale line of trays, ice buckets, serving tongs, thermos jugs, bar equipment, table equipment, and corkscrews for restaurants, hotels, bars, and catering operations.
• Disinfectants & Personal Hygiene Products Wholesale line of face masks, shields, disposable caps, aprons, sleeves, gloves (nitrile, vinyl, latex, polyethylene, TPE, plastic), hand antiseptics, disinfectants, and sanitizer dispensers for healthcare, food service, cleaning services, and general workplace hygiene.
• Detergents & Cleaners Wholesale line of all-purpose detergents, bleaching liquids, multi-cleaners, dish fluids, oven cleaners, bathroom cleaners, descalers, toilet deodorizers, window cleaners, dishwasher detergents, laundry detergents, softeners, insecticides, carpet cleaners, spot cleaners, and natural/ecological cleaners for cleaning companies, hotels, restaurants, and institutions.
• Cleaning Supplies & Tools Wholesale line of Wettex cloths, wiping cloths, sponges, brushes, waste bins, brooms, poles, mops, floor squeegees, mop buckets, trolleys, door mats, squeegee covers, window scrapers, air fresheners, and garbage bags (various capacities) for professional cleaning operations.
• Paper Products Wholesale line of kitchen papers, professional kitchen papers, napkins (home, restaurant, AIRLAID, luxury), cutlery sleeves, facial tissues, hand towels, toilet paper, paper dispensers, and tablecloths/placemats for food service, hospitality, and cleaning operations.
• Coffee & Beverages Wholesale line of Nespresso capsules, Ipanema Espresso, Caffe Italia, Utopia, Kawa, filter coffee, Greek/instant coffee, hot chocolate (white, bitter, light), milkshakes, tea, cold tea, lemonades, soft drinks, juices, syrups, fruit purees, granitas, and waffle mixes for hotels, cafes, restaurants, and offices.
• Sugar & Sweeteners Wholesale line of sugar, sweeteners, and sugar holders for coffee shops, hotels, and food service operations.
• Barista Accessories Wholesale line of professional barista equipment including tampers, tamper bases, dosing containers, coffee scales, timers, knock boxes, milk frothing pitchers, thermoses, thermometers, barista keychains, coffee filters, drippers, extraction carafes, coffee machine cleaners, brushes, coffee machines, grinders, portafilter gaskets, shower screens, basket filters, and frothing pitchers for specialty coffee shops and cafés.
• Hotel Amenities & Guest Accessories Wholesale line of bubble bath, shampoo, body creams, hair conditioner, amenity stands (parallelogram, square, wall-mounted), hotel products (door hangers, card cases, laundry bags, WC hygiene bags), soaps in various sizes, guest accessories, disposable slippers, and amenity sets (Aegean Spa, Pure Spa, Marula Soul, No 10, Fair Trade, Botanika, Olive Care, Nature Care, Mazove) for hotels, resorts, and short-stay rentals.
• Adult Incontinence Products Wholesale line of adult diapers, wadding, sanitary napkins, examination paper rolls, and underpads for healthcare facilities, clinics, and care providers.
• PLANET OCEAN FRESH General Cleaner Concentrated general-purpose cleaning liquid with active plant-based ingredients for all surfaces including floors, bathroom fixtures, stainless steel, and kitchen surfaces. Does not require rinsing. Available in 5Lt packaging, distributed to professional buyers via TradeUp.

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• METRO AG: METRO is Europe's largest B2B cash-and-carry wholesaler serving hotels, restaurants, and caterers with a multi-category assortment of food and non-food products. Directly comparable to TradeUp's model of serving professional hospitality buyers with a broad assortment of catering supplies on a B2B trade-customer basis, though at vastly larger scale and with physical pickup stores.
• Bidfood: Bidfood is one of the UK's largest foodservice wholesalers delivering to caterers, restaurants, and hospitality operators. Comparable to TradeUp in targeting professional foodservice buyers with a multi-category range and B2B ordering platform, though operating at substantially greater scale and geographic breadth in the UK market.
• Brakes Group: Brakes is a leading UK foodservice distributor supplying restaurants, pubs, hotels, and healthcare operators with food and non-food catering supplies. Closely comparable to TradeUp's vertical focus on hospitality and foodservice customers with broad category coverage including packaging, cleaning, and consumables, though concentrated in UK/Ireland.

Broad incumbents

• Bunzl plc:
• Sysco Corporation: Sysco is the largest foodservice distribution company in North America, supplying restaurants, hotels, and healthcare facilities with a broad assortment of food and non-food products. Comparable to TradeUp in customer segments (restaurants, hotels, healthcare) and broad catalog approach, but operating at massively greater scale and on a different continent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tradeup.gr
• LinkedInlinkedin.com/company/tradeup-catering-supplies

Compliance1 record

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 TradeUp