Allpa

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.

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

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

• Marine equipment wholesale
• Boat parts distribution
• Marine propulsion systems
• Boat steering systems
• Marine electrical systems

Headquarters

HQ city

Oosterhout

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core 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.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

19 partnerships are on record, tiered core, major, strategic and parent.

• TeleflexcoreTechnology or IntegrationLeading brand in marine steering and control systems, featured as one of Allpa's primary brands alongside SeaStar Solutions and Solé
• SeaStar SolutionscoreTechnology or IntegrationMajor hydraulic steering and control systems manufacturer, prominently featured as a core brand in Allpa's portfolio
• Solé (Diesel)coreTechnology or IntegrationSolé 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 SeaStarcoreTechnology or IntegrationDometic SeaStar products including powerlifts (Jackplate) and trim tab systems are featured products with recommended retail pricing displayed on the website
• Combi E-propulsion SystemscoreTechnology or IntegrationElectric propulsion systems partner newly introduced in the 2024/25 catalog, representing Allpa's expansion into electric boating solutions
• PowerlockcoreTechnology or IntegrationNew brand partner introduced in the 2024/25 catalog, expanding Allpa's product portfolio with innovative marine equipment solutions
• HydradrivecoreTechnology or IntegrationFeatured as a partner brand on Allpa's German website footer, offering marine propulsion solutions
• HideamajorTechnology or IntegrationHidea outboard motors offered in carburetor and EFI versions, with dedicated product pages and marketing emphasis on 'Hidea Motoren ontdekken' (Discover Hidea Motors)
• Q ExperiencemajorTechnology or IntegrationSmart navigation system with displays, digital switching, remote controls, audio integration, transducers, and cables - prominently marketed with dedicated 'Ontdek Q Experience' (Discover Q Experience) campaigns
• TechnauticstrategicStrategic or Co-development PartnerJoint exhibition partner at the HISWA te Water boat show, demonstrating collaborative go-to-market approach
• HertzmajorTechnology or IntegrationHertz antennas including HMA FM and DAB ANT active glass-mount antennas offered in the audio equipment category
• Hyundai SeasallmajorTechnology or IntegrationHyundai Seasall inboard motors and service parts distributed through Allpa's inboard category
• NannimajorTechnology or IntegrationNanni marine diesel engines with saildrive, sterndrive, and generator options offered in the inboard section
• TechnodrivemajorTechnology or IntegrationTechnodrive marine reversing gears (keerkoppelingen) and accessories offered in the inboard product category
• LodeStarmajorTechnology or IntegrationLodeStar inflatable boats featured in the marine equipment category, with dedicated landing page on Allpa's website
• WatersnakemajorTechnology or IntegrationWatersnake bow motors, outboard motors, kayak motors, and accessories offered in the outboard category
• SelvamajorTechnology or IntegrationSelva outboard motors and fast-moving parts offered in the outboard section
• Johnson PumpmajorTechnology or IntegrationJohnson Pump self-priming waste pumps (macerator pumps) and bilge pumps offered in the pumps category
• Mercator Marine GroupparentOthersParent 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

Broad 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

• Facebookfacebook.com/Allpa-100040674611897
• LinkedInlinkedin.com/company/allpa-marine-equipment
• Instagraminstagram.com/allpamarineequipment

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 Allpa