Allpa
Allpa is a Netherlands-based B2B wholesale distributor of marine equipment, stocking 65,000+ products across steering, electrical, propulsion, comfort, and safety categories for marine dealers, retailers, boat builders, and service professionals across Europe via e-commerce and a German subsidiary.
- Company typePrivate
- Founded1951
- HeadquartersOosterhout, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Allpa does
Allpa is a B2B wholesale distributor of marine equipment headquartered in the Netherlands, serving the European watersports market as a subsidiary of Mercator Marine Group. The company stocks more than 65,000 products spanning steering, electrical, propulsion, comfort, and safety categories, distributing to marine dealers, retailers, boat builders, and service professionals across Europe.
The catalog combines an owned brand portfolio with third-party marine brands such as Teleflex and SeaStar. Recent additions include the Combi E-propulsion electric propulsion system, the Q Experience smart navigation system, Hidea outboard motors, and the Powerlock and Hydradrive steering/control lines, indicating a deliberate broadening into electric and connected categories alongside legacy mechanical equipment.
Allpa operates a multilingual e-commerce platform for dealer ordering and maintains a German subsidiary, allpa GmbH, to support the DACH region. Revenue mechanics are typical of a B2B wholesale distributor: catalog breadth, integrated logistics, and one-stop fulfillment for marine trade customers, with no disclosed direct-to-consumer or subscription pricing model.
Allpa firmographics
Firmographics- Name
- Allpa
- Legal name
- allpa marine equipment
- Website
- https://allpa.nl
- Company type
- Private
- Founded year
- 1951
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Allpa is a Netherlands-based B2B wholesale distributor of marine equipment, stocking 65,000+ products across steering, electrical, propulsion, comfort, and safety categories for marine dealers, retailers, boat builders, and service professionals across Europe via e-commerce and a German subsidiary.
- Ownership category
- akta.pro rank
Allpa industry classification
Industry- Product category
- Marine Equipment Wholesale Distribution
- SIC
- Wholesale-Machinery, Equipment & Supplies (5080), Wholesale-Industrial Machinery & Equipment (5084)
- akta.pro primary industry
- Marine MRO Parts & Consumables Distribution (TLAKAOAJ)
- akta.pro secondary industries
- Propulsion MRO, Spares & Field Service (Overhauls, retrofits, upgrades) (IMAJAHAN), Propulsion Control, Monitoring & Automation (ECS, PMS interface) (IMAJAHAH), Accommodation & Interior Outfit (Cabins, Galleys, Sanitary, Furniture) (IMAJAIAF)
Keywords
Where Allpa is headquartered
LocationHeadquarters
- HQ city
- Oosterhout
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Allpa business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Wholesale Marine Equipment Distribution: Allpa operates as a B2B wholesale distributor of marine equipment, selling over 65,000 products to business customers including dealers, retailers, and marine service professionals. Revenue is generated through product sales with pricing typically quote-based for business customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Wholesale B2B pricing for business customers |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Allpa product offering
Product offeringCore offering
Allpa is a B2B wholesale distributor of marine equipment, supplying more than 65,000 products spanning steering systems, electrical and navigation systems, electric and hybrid propulsion, inboard and outboard engines, marine generators, safety equipment, pumps, and rigging to marine dealers, retailers, boat builders, and service professionals across Europe. The portfolio combines own-brand allpa products (impellers, batteries, ropes, life jackets, antenna bases, engine mounts) with distributed partner brands including Teleflex, SeaStar Solutions, Solé, Dometic, Hidea, Nanni, Hyundai Seasall, LodeStar, and Combi E-propulsion.
Product overview
Allpa is a marine equipment wholesale supplier offering a comprehensive portfolio of over 12,000 products across 14 main categories including Controls (steering systems), Electric (navigation, monitoring, generators), Electric Boating (e-propulsion), Exterior (mooring, anchors), Inboard (engines, drivetrain), Interior (comfort, galley, sanitary), Marine Equipment (anodes, rigging, safety), Outboard (motors, accessories), Pumps, Safety (life jackets, fire suppression), and Sailing Equipment (winches, deck fittings). The core platform consists of proprietary own-brand products (allpa) complemented by distributed branded products from partners like Solé, Hidea, Dometic Seastar, Nanni, Hyundai Seasall, Hertz, LodeStar, and others. Key proprietary systems include Q Experience smart navigation/monitoring, Optimus electronic steering, allpa hydraulic steering, and electric/hybrid propulsion systems. The company operates as a B2B wholesaler serving business customers exclusively.
Differentiator
Problem solved
Functional benefit
Products and services
- Optimus Electronic Steering Systems Electronic power steering systems for outboard, inboard, and sterndrive engines with single or dual engine configurations, including joystick control options for twin-engine setups. Sold to marine dealers, installers and boatbuilders.
- Q Experience Smart Navigation System All-in-one smart navigation and monitoring system for marine vessels, comprising displays, app connectivity, digital switching, remote controls, cables, transducers, and mounting brackets. Marketed to marine professionals and dealers as a comprehensive digital switching and monitoring platform.
- Electric Boating / E-Propulsion Systems Electric and hybrid propulsion systems including Nautic POD, outboards, inboards, and hybrid motors, with installation kits and monitoring accessories for marine dealers and installers transitioning customers to electric propulsion.
- Hydraulic Steering Systems (allpa and Baystar) Hydraulic steering systems for inboard vessels in various torque capacities (30kgm, 32kgm, 52kgm) and complete kits with pumps, cylinders, fittings and oil, supplied as own-brand (allpa) and distributed Baystar product lines.
- Hidea Outboard Motors Outboard motors in carburetor and EFI configurations for various marine applications, distributed to marine dealers and resellers.
- Solé Diesel Inboard Engines Marine diesel inboard engines from Solé with re-powering bracket kits for Volvo and Yanmar installations, plus associated accessories, sold to dealers and boatbuilders.
- Solé & allpa Marine Diesel Generators Marine diesel generators with sound-insulating housing available in various RPM configurations (1500, 2000-3000, 3000 rpm) for ship electrical power supply, sold to dealers and boatbuilders.
- XForce Bow Thrusters Bow thruster kits (SE20/S, SE25S, SE40, SE60) for improved vessel maneuverability, supplied to marine installers and boatbuilders.
- Nanni Marine Diesel Engines Nanni marine diesel engines with standard shaft, saildrive or sterndrive configurations, plus marine generators, distributed to dealers and boatbuilders.
- Hyundai Seasall Inboard Engines Hyundai Seasall marine diesel inboard engines with associated service parts, supplied to dealers and boatbuilders.
- Watersnake Electric Motors Electric bow motors, outboard motors, and kayak motors for recreational boating, distributed to dealers and resellers.
- Selva Outboard Motors Selva outboard motors and fast-moving replacement parts, distributed to marine dealers and resellers.
- LodeStar Inflatable Boats Inflatable boats and associated accessories including steering consoles, benches, launching wheels, and spare parts, distributed to marine dealers.
- Technodrive Marine Reversing Gears Marine reversing gears (keerkoppelingen) and accessories for power transmission in marine vessels, distributed to installers and boatbuilders.
- Hertz Marine Antennas Hertz HMA FM and DAB antennas including active 12V glass-mount antennas and hidden wire dipole antennas, distributed to marine dealers.
- allpa Dutch Life-Saving Life Jackets Standard and automatic life jackets for recreational and professional marine use, supplied as own-brand allpa product to dealers and resellers.
- AF-X Fire Aerosol Fire Suppression Systems Aerosol fire suppression systems for marine applications, distributed to dealers and installers.
- allpa Batteries & Battery Boxes Marine batteries and battery box solutions for vessel electrical systems, supplied as own-brand allpa product to dealers and resellers.
- allpa Rope (Allcord Series) Marine rope products including Allcord-1 through Allcord-22 series with various elastic and standard configurations, supplied as own-brand allpa product.
- Polar Star Damper Plates Single and dual-stage damper plates for marine drivetrain vibration reduction, distributed to installers and boatbuilders.
- allpa Impellers Water pump impellers for cooling systems in various marine engines, supplied as own-brand allpa product to dealers and resellers.
Companies that use Allpa
Customer profileSegments3 records
Ideal customer profiles3 records
Allpa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Allpa partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core, major, strategic and parent.
- TeleflexcoreLeading brand in marine steering and control systems, featured as one of Allpa's primary brands alongside SeaStar Solutions and Solé
- SeaStar SolutionscoreMajor hydraulic steering and control systems manufacturer, prominently featured as a core brand in Allpa's portfolio
- Solé (Diesel)coreSolé diesel inboard engines and generators are a key product line, with Allpa offering Solé marine diesel engines, re-powering bracket kits for Volvo and Yanmar, and Solé branded generators with sound-suppressed housings
- Dometic SeaStarcoreDometic SeaStar products including powerlifts (Jackplate) and trim tab systems are featured products with recommended retail pricing displayed on the website
- Combi E-propulsion SystemscoreElectric propulsion systems partner newly introduced in the 2024/25 catalog, representing Allpa's expansion into electric boating solutions
- PowerlockcoreNew brand partner introduced in the 2024/25 catalog, expanding Allpa's product portfolio with innovative marine equipment solutions
- HydradrivecoreFeatured as a partner brand on Allpa's German website footer, offering marine propulsion solutions
- HideamajorHidea outboard motors offered in carburetor and EFI versions, with dedicated product pages and marketing emphasis on 'Hidea Motoren ontdekken' (Discover Hidea Motors)
- Q ExperiencemajorSmart navigation system with displays, digital switching, remote controls, audio integration, transducers, and cables - prominently marketed with dedicated 'Ontdek Q Experience' (Discover Q Experience) campaigns
- TechnauticstrategicJoint exhibition partner at the HISWA te Water boat show, demonstrating collaborative go-to-market approach
- HertzmajorHertz antennas including HMA FM and DAB ANT active glass-mount antennas offered in the audio equipment category
- Hyundai SeasallmajorHyundai Seasall inboard motors and service parts distributed through Allpa's inboard category
- NannimajorNanni marine diesel engines with saildrive, sterndrive, and generator options offered in the inboard section
- TechnodrivemajorTechnodrive marine reversing gears (keerkoppelingen) and accessories offered in the inboard product category
- LodeStarmajorLodeStar inflatable boats featured in the marine equipment category, with dedicated landing page on Allpa's website
- WatersnakemajorWatersnake bow motors, outboard motors, kayak motors, and accessories offered in the outboard category
- SelvamajorSelva outboard motors and fast-moving parts offered in the outboard section
- Johnson PumpmajorJohnson Pump self-priming waste pumps (macerator pumps) and bilge pumps offered in the pumps category
- Mercator Marine GroupparentParent company of Allpa, as indicated by the '2024 allpa_Logo_MMG' branding and MMG website link (www.mercatormarinegroup.nl)
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Allpa competitors and assessment
Company assessmentBroad incumbents
- West Marine: Largest US-based marine equipment retailer and wholesaler with a broad catalog across all major marine categories and a strong own-brand portfolio. Comparable in distribution model and category breadth, but operates primarily in North America rather than Europe.
- Volvo Penta: Premium marine propulsion OEM with a strong European dealer and parts network. Comparable as a European marine power-systems player, but Volvo Penta is an OEM and could disintermediate distributors like Allpa via direct-dealer channels.
- Overton's: US marine equipment retailer and distributor carrying watersport, boating, and OEM-aligned product lines. Comparable in product breadth and B2B/B2C blended model, but with limited European market overlap with Allpa.
- Plastimo: French marine equipment brand and distributor with depth in safety, navigation, and rigging categories, distributed across Europe. Comparable in category scope and European market presence, but Plastimo is primarily an OEM/brand rather than a multi-brand distributor like Allpa.
- Mercury Marine: Global marine propulsion OEM with a deep European dealer and distributor network. Comparable as a European marine equipment channel, but Mercury is an OEM and direct competitor to some of Allpa's distributed propulsion brands (e.g., Solé, Nanni).
- Dometic: Global marine and RV equipment manufacturer (parent of SeaStar Solutions) supplying steering, powerlift, and trim systems. Allpa is a distributor of Dometic SeaStar products, but Dometic is also a competitor in OEM-direct channels and components supply to the same European dealer base.
Direct peers
- Compass24: European mail-order and online retailer with a deep marine equipment and watersport catalog, serving both B2C and B2B customers across DACH and broader EU markets. Comparable in product breadth and online-led distribution model, though with a stronger consumer-retail tilt than Allpa.
- SVB: Germany-based marine equipment specialist retailer and wholesaler serving a similar European B2B and prosumer customer base with broad catalog depth across propulsion, steering, electrical, and safety categories. SVB's pan-European e-commerce operation and own-brand portfolio make it the closest direct competitor to Allpa.
- Imnasa: Spain-based marine equipment distributor carrying Teleflex, Dometic, and a similar mix of European watersport and propulsion brands. Imnasa is a direct comparable in geographic scope (Southern Europe) and tier-1 brand-supplier relationships, although it is regionally focused rather than pan-European.
Regional players
- Boeschen: German marine equipment retailer and distributor serving boatbuilders and installers in the German market with comparable category coverage in steering, propulsion, and electrical. Boeschen is a direct regional competitor in DACH but does not match Allpa's pan-European footprint.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Allpa social profiles
Digital presenceAllpa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Allpa leadership team
Management profileNumber of profiles
Allpa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Allpa 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 Allpa
What does Allpa do?
Allpa is a B2B wholesale distributor of marine equipment, supplying more than 65,000 products spanning steering systems, electrical and navigation systems, electric and hybrid propulsion, inboard and outboard engines, marine generators, safety equipment, pumps, and rigging to marine dealers, retailers, boat builders, and service professionals across Europe. The portfolio combines own-brand allpa products (impellers, batteries, ropes, life jackets, antenna bases, engine mounts) with distributed partner brands including Teleflex, SeaStar Solutions, Solé, Dometic, Hidea, Nanni, Hyundai Seasall, LodeStar, and Combi E-propulsion.
Is Allpa a public or private company?
Allpa is a private company. It is classified as corporate owned and is currently operating.
When was Allpa founded?
Allpa was founded in 1951. It employs 11 to 50 people.
Where is Allpa based?
Allpa is headquartered in Oosterhout, Netherlands, in the Europe region.
How does Allpa make money?
One revenue line is on record: wholesale Marine Equipment Distribution.
Who are Allpa's main competitors?
Broad incumbents on record are West Marine, Volvo Penta, Overton's, Plastimo, Mercury Marine and Dometic. Direct peers are Compass24, SVB and Imnasa. Boeschen is listed as a regional player.
Does Allpa have an API?
No public API is recorded for Allpa.
What industry is Allpa in?
Allpa's product category is Marine Equipment Wholesale Distribution. Its primary akta.pro industry code is TLAKAOAJ, Marine MRO Parts & Consumables Distribution, with a secondary code of IMAJAHAN, Propulsion MRO, Spares & Field Service (Overhauls, retrofits, upgrades). Its SIC code is 5080.