Pro Elektro

What Pro Elektro does

Pro Elektro B.V. (operating as PROelektro.nl) is a privately held Dutch electrotechnical wholesaler headquartered in Emmen, Netherlands, founded in 1996. The company distributes a broad assortment of more than 5,000 articles across eight main categories — lighting, cables and cords, batteries and chargers, installation materials and tools, multimedia, devices, miscellaneous/Christmas, and clearance — combining branded products from manufacturers such as Philips, Nordlux, Varta, Duracell, Kopp, and Busch Jaeger with four private-label brands (Pro-1 Verpakt, Stroomlijn, Cablexpert Premium, Maxlife). Notable recent product additions include a smart-lighting sub-category (Denver Smart, MiBoxer, Nordlux Smart, Zigbee-compatible items) and security camera systems, signaling incremental movement into higher-margin home-automation and security segments.

The company serves exclusively business customers — installation companies, retail/e-commerce resellers, hotels/campings/vacantieparken (vacation parks), and technical service providers — and explicitly excludes consumers (particulieren). Its go-to-market is sales-led, supported by two field representatives active throughout the Netherlands, a physical inspiration showroom with counter pickup in Emmen, and a 24/7 self-serve webshop featuring a camera-based product scanner, advanced filtering across the 5,000+ SKU catalog, and a registered-account portal for orders, invoices, and personalized price lists.

Pro Elektro monetizes through transactional hardware sales with pay-as-you-go billing; pricing is not publicly disclosed and is visible only after B2B registration. Distribution operates on a single domestic geography (Netherlands), with next-day delivery for orders placed before 15:00 and free (Franco) delivery above €150. The company is a private B.V. with no disclosed investors, no subsidiaries, and no recorded funding rounds, M&A activity, or leadership changes in the input data.

Name

Pro Elektro

Legal name

PRO Elektro B.V.

Website

https://pro-elektro.nl

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Pro Elektro B.V. is a Dutch B2B electrotechnical wholesaler in Emmen distributing 5,000+ lighting, cable, battery, and installation products to installers, resellers, hospitality, and technical service firms across the Netherlands via a 24/7 webshop, field sales, and a showroom.

Ownership category

akta.pro rank

Headquarters

HQ city

Emmen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Electrotechnical Wholesale): Revenue generated through sale of electrotechnical products including LED lighting, cables, installation materials, batteries, tools, and accessories. Transaction-based model with free delivery threshold (€150). Serves exclusively business-to-business customers including installation companies, retail/e-commerce, hotels/campings/vakantieparken, and technical services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Pro Elektro is a B2B electrotechnical wholesaler that supplies LED lighting, cables and conduits, installation materials, batteries, tools and accessories, smart-home products, and solar panels to business customers across the Netherlands. Orders are placed through a 24/7 online webshop or via visiting field representatives, with same/next-day delivery from a centralized warehouse and pickup from the Emmen showroom.

Product overview

Pro Elektro is a B2B electrical wholesale company operating as a single unified e-commerce platform (webshop) backed by an inspiration showroom and pickup counter. The company offers a broad assortment of over 5,000 different articles across 8 main product categories: Actie-Opruiming (clearance), Apparaten (devices), Batterijen-Laders (batteries-chargers), Diversen (miscellaneous), Installatie-Klussen (installation-DIY), Kabels-Snoeren (cables-cords), Multimedia, and Verlichting (lighting). The product portfolio includes private label brands (Pro-1 Verpakt, Stroomlijn, Cablexpert Premium, Maxlife) alongside branded products from major manufacturers like Philips, Nordlux, Varta, Duracell, Busch Jaeger, Kopp, and many others. Notable product sub-categories include Smart Light solutions (Denver Smart, MiBoxer, Nordlux Smart, Zigbee) for home automation and Camera Systemen for security applications. The company serves installation companies, retail/e-commerce, hotels/campings/vacation parks, and technical services through their 24/7 online platform with representatives and an indoor sales team based in Emmen, Netherlands.

Differentiator

Problem solved

Functional benefit

Products and services

• LED Lighting A broad range of LED lighting products including LED panels, LED downlights, LED tubes, LED bulbs, and LED floodlights, supplied to installers, retailers, and hospitality operators for new installations and retrofits.
• Cables and Conduits Electrical cables and conduit systems for fixed installation work, supplied to electrical contractors and technical service companies for residential, commercial, and hospitality projects.
• Installation Materials Mounting, fastening, and connectivity accessories required on installation jobs, sold as part of the standard webshop assortment for installers and technical services.
• Batteries Replacement and industrial batteries for maintenance, service, and replacement use, sold through the B2B webshop to technical service companies and installers.
• Tools and Accessories Professional hand tools, power tools, and installation accessories for electrical contractors and technical service firms working on-site.
• Smart Home and Home Automation Smart-home controls, sensors, and home automation components supplied alongside lighting to installers and hospitality operators for modern residential and commercial installations.
• Solar Panels Solar PV panels and supporting components supplied to installers and operators for residential and small-commercial solar installations.
• NEN 3140 Inspection Certified NEN 3140 electrical inspection service performed by Pro Elektro for business customers needing periodic electrical safety checks on installations.

Quantifiable outcome

• Orders placed before 15:00 are delivered next business day
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Yesss Electrical: Dutch B2B electrical wholesaler focused on professional installers, with a broad catalog of installation materials, lighting, and tools. Comparable in customer profile and product categories to Pro Elektro.
• Van der Valk + de Groot: Dutch B2B technical wholesaler offering electrotechnical and installation products to professional customers. Comparable in product mix and B2B-only positioning, though typically more regionally focused.
• Elektramat: Dutch online B2B electrical wholesaler offering cables, lighting, installation materials, and tools to professional customers. Closely comparable in webshop-led distribution and focus on the Dutch installer base.
• Technische Unie: Largest Dutch B2B technical wholesaler, distributing electrical installation materials, lighting, and tools to installers and industry. Directly comparable in business model and customer base to Pro Elektro, but operating at substantially greater scale.
• Hageman: Dutch technical wholesaler distributing electrotechnical products, lighting, and tools to installers and industry. Overlaps with Pro Elektro in business model, customer base, and product assortment.
• Solar Nederland: Dutch B2B electrical and solar wholesaler serving installers and contractors across the Netherlands. Comparable in target customer (installation companies), product mix (electrotechnical components), and distribution model.
• Oosterberg: Dutch B2B wholesaler specializing in electrical installation products, lighting, and tools for professional installers. Overlaps with Pro Elektro in customer segment, product range, and value-added services.

Broad incumbents

• Sonepar: World's largest privately held B2B electrical distributor, with significant operations in the Benelux. Competes with Pro Elektro across essentially all of its product categories, but at vastly greater scale.
• Rexel: Global publicly listed electrical distribution leader (Euronext: RXL) operating in the Netherlands and across Europe. Serves installers and industry with a vastly broader assortment and footprint, including B2B webshop capabilities.

Regional players

• Cebeo: Belgian B2B electrical wholesaler distributing cables, lighting, and installation products to professional customers in Belgium. Comparable in product mix and business model, but operating in a different (Belgian) market than Pro Elektro.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/Proelektrobv
• Facebookfacebook.com/proelektro1
• Instagraminstagram.com/proelektro1
• LinkedInlinkedin.com/company/pro-elektro-bv

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 Pro Elektro