Tengi

What Tengi does

Tengi ehf. is an Icelandic privately-held specialty retailer of bathroom and kitchen fixtures, legally domiciled in Iceland with its headquarters and main warehouse at Smiðjuvegur 76, 200 Kópavogur, and additional branches in Akureyri (northern Iceland) and Selfoss (southern Iceland). The company operates two interlocking product divisions: Hreinlætistæki (sanitary fixtures) covering washbasins, toilets, bathtubs, showers, faucets, towel warmers, and related accessories — comprising over 1,900 SKUs — and Lagnadeild (plumbing department), a trade-facing division with over 4,600 SKUs of pipe materials, fittings, valves, and pumps supported by expert consultation. The portfolio is anchored by official Icelandic representation for Hansa, alongside agency or stocking arrangements for Mora, Geberit, Macro Design, Geesa, Ifö, Demm, and Quooker.

The business runs on a stock WooCommerce/WordPress e-commerce platform (tengi.is) paired with three physical retail branches and a dedicated Mitt Tengi customer portal offering in-store pickup or nationwide delivery. All pricing is denominated in Icelandic Króna (ISK) including VAT, with unit pricing per item and range pricing where variants exist. Tengi serves two primary customer segments: individual consumers (homeowners undertaking renovation or new-build projects) and professional tradespeople (plumbers and contractors who source materials and seek technical advice from the Lagnadeild). Business-account applications (reikningsviðskipti) and trade terms are published on the site, institutionalizing the B2B channel.

Revenue mechanics are transactional — one-time product sales of physical fixtures and plumbing supplies through both retail and e-commerce channels — with no subscription, SaaS, or recurring revenue components disclosed. Marketing relies on organic social presence (Facebook, Instagram, LinkedIn, YouTube) and the e-commerce storefront as bottom-of-funnel infrastructure. The company holds a Jafnlaunavottun (Equal Pay Certification) valid 2025–2028 issued by Vottunarmiðstöð Íslands. No funding rounds, no parent company, no acquisitions, and no management team details are disclosed; ownership is described as independent with no identified institutional investors.

Name

Tengi

Legal name

Tengi ehf.

Website

https://tengi.is

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

Tengi ehf. is an Icelandic specialty retailer of bathroom, kitchen, and plumbing fixtures, operating three physical branches (Kópavogur, Akureyri, Selfoss) plus a nationwide e-commerce platform. It serves both individual homeowners and professional plumbers, holding official Icelandic representation for Hansa alongside Mora, Geberit, Macro Design, and other European brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Kópavogur

HQ country

Iceland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Revenue generated from the sale of bathroom fixtures, kitchen fixtures, plumbing supplies, and related accessories through both e-commerce and physical retail locations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Tengi is an Icelandic specialty retailer selling bathroom and kitchen sanitary fixtures (Hreinlætistæki) including washbasins, toilets, bathtubs, showers, faucets, and accessories, alongside a full-service plumbing department (Lagnadeild) supplying pipes, fittings, valves, pumps, and professional plumbing consultation. The company operates three physical retail locations in Kópavogur, Akureyri, and Selfoss, plus an e-commerce platform serving consumers and professional tradespeople throughout Iceland. Tengi is the official Icelandic representative for the Hansa brand and carries lines from Macro Design, Geberit, Mora, Geesa, Ifö, Demm, and Quooker.

Product overview

Tengi is a specialty retail store (sérvöruverslun) in Iceland operating three physical locations in Kópavogur, Akureyri, and Selfoss, plus a comprehensive e-commerce platform. The company offers two interconnected product divisions: (1) Hreinlætistæki covering sanitary fixtures and bathroom/kitchen equipment with over 1,900 products including washbasins, toilets, bathtubs, showers, faucets (blöndunartæki), towel warmers, and accessories; and (2) Lagnadeild, a full-service plumbing department with over 4,600 products providing pipe materials, fittings, valves, pumps, and expert consultation for professional plumbers. The portfolio includes well-known brands such as Hansa (with Tengi as official Icelandic representative), Macro Design, Geesa, Geberit, Mora, Ifö, Demm, and Quooker. Products are available through the online shop with in-store pickup or delivery options.

Differentiator

Problem solved

Functional benefit

Products and services

• Sturtugler PA1 Króm (Chrome Shower Panel) Chrome shower panel system priced between 64,893 ISK and 77,872 ISK, available with multiple finish/variant options.
• Mora INXX II Pullout Kitchen Fixture Pull-out kitchen mixer tap from Mora in Matt Black finish, priced at 101,945 ISK.
• Mora MMIX II Shower Set Complete shower set with fixture from Mora, priced at 117,652 ISK.
• Geberit ALBA School Toilet Wall-mounted school toilet pan in white from Geberit, priced at 197,491 ISK.
• Hide Shower Shelf Black 199cm Folding corner shower shelf with swivel black glass front and five adjustable shelves, height 1990mm, from Macro Design, priced at 50,182 ISK.
• HANSABASIC Shower Set with Fixture Shower set with 20cm shower head from Hansa, priced at 86,024 ISK (sale item).
• Art Electric Towel Rail Electric towel warmer from Macro available in Matt Black (168cm, 66,995 ISK) and Chrome (168cm, 63,632 ISK) finishes.
• Empire Fixed Shower Screen Fixed shower screen 125x201cm in Black from Macro, priced at 109,275 ISK.
• Lagnadeild (Plumbing Department) Supply & Consultation Service Full-service plumbing department offering over 4,600 products including pipe materials, fittings, valves, and pumps, combined with expert consultation on piping and plumbing solutions for professional plumbers, contractors, and installers. Business account applications available.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Onninen: Finnish HVAC and plumbing distributor (Kesko Group) serving installers across the Nordics; comparable B2B trade motion though focused on its home markets.
• Byggmax: Nordic discount building materials retailer with physical stores and online; competes for the same consumer renovation wallet though broader in assortment and not Iceland-based.
• Kvik: Nordic kitchen and bathroom specialty retailer (Inter IKEA Group); competes for the same kitchen fixture consumer though primarily focused on kitchens and adjacent bathroom lines.

Direct peers

• BM Vallá: Icelandic building materials and home improvement retailer serving consumers and contractors; directly comparable geography and overlapping sanitary/plumbing assortment.
• Húsasmiðjan: Iceland's largest hardware and home improvement retailer; operates physical stores and e-commerce serving both consumers and tradespeople across overlapping bathroom, kitchen, and plumbing categories.

Broad incumbents

• Ahlsell: Pan-Nordic MRO and plumbing/HVAC distributor serving professional installers; comparable B2B plumbing wholesale motion though with a much broader industrial portfolio.
• Bauhaus: European home improvement specialty retailer with deep bathroom/kitchen assortments; broader portfolio but competes for the same renovation-driven consumer spend.
• Saint-Gobain Distribution Nordic: Parent of Dahl and other Nordic plumbing/heating distributors; comparable B2B plumbing distribution at much larger scale, including the same fixture categories Tengi carries.
• Dahl (Saint-Gobain Distribution Nordic): Leading Nordic plumbing, heating, and sanitary wholesaler serving installers and contractors; closest direct analogue to Tengi's Lagnadeild B2B motion.
• Hornbach: European DIY and builder retailer with strong plumbing/sanitary categories; large-format scale competitor to Tengi's specialty positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCm1oCkEsrahCwYFLxy0OrEQ
• Facebookfacebook.com/profile.php?id=61561941275684
• LinkedInlinkedin.com/company/tengiehf
• Instagraminstagram.com/tengi_kopavogur

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 Tengi