77 Lubricants
77 Lubricants is a privately held Netherlands-based manufacturer of premium lubricants and specialty oils, producing over 160 million liters annually and distributing through exclusive national partners across more than 100 countries. It serves automotive, heavy-duty, marine, agricultural, and industrial end markets.
- Company typePrivate
- Founded-
- HeadquartersAnna Paulowna, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What 77 Lubricants does
77 Lubricants is a privately held Netherlands-based manufacturer and marketer of premium lubricants and specialty oils. The company operates a blending plant in Dordrecht, located near the Port of Rotterdam, which produces more than 160 million liters of lubricants and specialties annually. Its product portfolio spans approximately 20 categories, including passenger car motor oils, heavy-duty diesel engine oils, automatic transmission fluids, automotive gear oils, motorcycle and small engine oils, industrial gear and circulating oils, brake fluids, antifreeze and cooling fluids, agricultural oils, chain saw oils, greases, compressor oils, hydraulic oils, marine oils, slideway oils, form oils, gas engine oils, turbine oils, hand cleaners, and additives. The company positions itself as 'one of the largest independent lubricating oil brands in Europe' and emphasizes OEM-specification quality with a 'Made in Holland' production narrative.
The company runs a B2B go-to-market model. Sales are executed through exclusive national distributors in more than 100 countries, with each distributor serving as the authorized seller within its territory; the company maintains an active 'Become A Distributor' recruitment channel and a global dealer locator. A secondary quote-based direct sales channel ('Get A Quote') targets enterprise customers with custom or large-volume requirements. Pricing is not publicly disclosed and is contractually negotiated, consistent with the multi-year contract cadence implied by the source material.
Distribution is supported by a digital marketing stack that includes a nine-language corporate website, a digital product catalog, and an interactive Lubricant Advisor tool to assist buyers in product selection. The company is privately held, with no parent company, no subsidiaries, no disclosed funding rounds, no M&A activity, and no public leadership roster in the available source material. Headquarters are in Anna Paulowna, Netherlands.
77 Lubricants firmographics
Firmographics- Name
- 77 Lubricants
- Legal name
- 77 Lubricants
- Website
- https://77lubricants.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- 77 Lubricants is a privately held Netherlands-based manufacturer of premium lubricants and specialty oils, producing over 160 million liters annually and distributing through exclusive national partners across more than 100 countries. It serves automotive, heavy-duty, marine, agricultural, and industrial end markets.
- Ownership category
- akta.pro rank
77 Lubricants industry classification
Industry- Product category
- Industrial Lubricants and Specialty Oils
- NAICS
- Petroleum Lubricating Oil and Grease Manufacturing (324191), Petroleum and Coal Products Manufacturing (324)
- SIC
- Miscellaneous Chemical Products (2890), Wholesale-Chemicals & Allied Products (5160)
- akta.pro primary industry
- Lubricant Formulation & Blending (Finished Lubricants) (EUALAJAC)
- akta.pro secondary industries
- Automotive Lubricants (PCMO, HDMO, ATF, Gear Oils, Coolants) (EUALAJAH), Industrial & Heavy-Duty Lubricants (IMAEAMAB), Greases & Specialty Lubricants (Greases, Pastes, Chain Oils, Silicone/Fluoro) (EUALAJAJ), Lubricant Additives & Performance Chemicals (EUALAJAB), Marine Lubricants Supply & Services (Cylinder/System Oils) (TLAHAKAJ)
Keywords
Where 77 Lubricants is headquartered
LocationHeadquarters
- HQ city
- Anna Paulowna
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
77 Lubricants business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Lubricant Product Sales: 77 Lubricants generates revenue through the production and sale of premium quality lubricants, motor oils, industrial oils, and specialty products. The company operates a blending plant near Rotterdam and distributes products globally through a network of exclusive national distributors. Revenue is derived from product sales to distributors and end customers across automotive, marine, agricultural, and industrial sectors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Quote-based B2B pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
77 Lubricants product offering
Product offeringCore offering
77 Lubricants manufactures and markets a wide selection of premium-quality lubricants and specialty oils from a blending plant near the port of Rotterdam. The portfolio covers passenger car motor oils, heavy duty diesel engine oils, transmission and gear oils, brake fluids, antifreeze, greases, marine oils, agricultural oils, industrial gear and circulating oils, hydraulic oils, compressor and turbine oils, chain saw oils, additives and hand cleaners, distributed globally through exclusive national distributors.
Product overview
77 Lubricants is a manufacturer and marketer of premium quality lubricants and specialties, producing over 160 million liters annually. The company offers one of the most extensive product portfolios in the lubricants industry, distributed across more than 100 countries. Their product lineup includes Passenger Car Motor Oils, Heavy Duty Diesel Engine Oils, Automatic Transmission Fluids, Automotive Gear Oils, Motorcycle and Small Engine Oils, Industrial Gear And Circulating Oils, Automotive Brake Fluids, Antifreeze And Cooling Fluids, Agricultural Oils, Chain Saw Oils, Greases, Compressor Oils, Hydraulic Oils, Marine Oils, Slideway Oils, Form Oils, Gas Engine Oils, Turbine Oils, Handcleaner, and Additives. The company also provides a Lubricant Advisor tool to help customers select the right products. Products are produced in the Netherlands near Rotterdam with a strategic port location enabling efficient global distribution.
Differentiator
Problem solved
Functional benefit
Products and services
- Passenger Car Motor Oils Premium quality motor oils for passenger vehicles, meeting OEM specifications for engine lubrication.
- Heavy Duty Diesel Engine Oils High-performance lubricating oils engineered for heavy-duty diesel engines in commercial trucks, fleet vehicles, and industrial engines.
- Automatic Transmission Fluids Specialized fluids for automatic transmission systems in automotive applications.
- Automotive Gear Oils Lubricants formulated for automotive gear applications including differentials and manual transmissions.
- Motorcycle and Small Engine Oils Engine oils tailored for motorcycles and small engines including chainsaws and similar equipment.
- Industrial Gear and Circulating Oils Industrial-grade lubricants for gear systems and circulating oil applications in manufacturing and industrial settings.
- Automotive Brake Fluids Specialized hydraulic fluids for automotive braking systems.
- Antifreeze and Cooling Fluids Cooling system fluids designed to prevent freezing and overheating in automotive and industrial applications.
- Agricultural Oils Lubricants specifically formulated for agricultural machinery and equipment such as tractors and harvesters.
- Chain Saw Oils Specialized lubricating oils designed for chain saws and similar cutting equipment.
- Greases Premium quality greases for various industrial and automotive applications requiring solid or semi-solid lubricants.
- Compressor Oils Lubricating oils designed for air compressors and gas compressors.
- Hydraulic Oils High-performance fluids for hydraulic systems in industrial and mobile equipment.
- Marine Oils Lubricants engineered for marine engines and shipboard applications, providing saltwater corrosion protection.
- Slideway Oils Lubricants formulated for machine tool slideways and guideway applications.
- Form Oils Specialized release agents and form oils for industrial manufacturing processes.
- Gas Engine Oils Lubricating oils designed for gas-fired engines and natural-gas-powered equipment.
- Turbine Oils High-quality lubricants for gas and steam turbine systems.
- Handcleaner Industrial hand cleaning products for removing oils, greases, and industrial soils.
- Additives Specialty chemical additives to enhance lubricant performance characteristics.
- Lubricant Advisor Interactive online tool that helps customers select the appropriate lubricant product for their specific application needs.
Companies that use 77 Lubricants
Customer profileSegments5 records
Ideal customer profiles2 records
77 Lubricants technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
77 Lubricants partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Exclusive National Distributorscore77 Lubricants has established exclusive national distribution partnerships across more than 100 countries worldwide. Each distributor operates as the authorized seller of 77 Lubricants products within their designated territory, providing local sales, logistics, and customer support services. The company maintains a global distributor map and actively recruits new distributors through their 'Become a Distributor' program.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
77 Lubricants competitors and assessment
Company assessmentBroad incumbents
- Valvoline: Valvoline is a globally recognized lubricant brand offering automotive and industrial lubricants, including a service-center network. Competes with 77 Lubricants in product categories but is a much larger incumbent with strong consumer brand recognition.
- TotalEnergies Lubricants: TotalEnergies is a major integrated oil company with a sizable lubricants division covering automotive, industrial and specialty applications. Competes with 77 Lubricants across all major categories but with vastly larger scale, additive capability, and OEM relationships.
- Shell Lubricants: Shell Lubricants is one of the world's largest lubricant producers offering automotive, industrial and marine lubricants. Directly competes with 77 Lubricants across nearly every product category but at substantially larger scale, with integrated base oil production and deep OEM ties.
- Castrol (BP): Castrol is a global lubricant incumbent owned by BP, offering automotive and industrial lubricants under a major brand. Comparable as a competitor in the same product categories as 77 Lubricants, but operating at vastly greater scale with captive additive technology and broader OEM relationships.
Direct peers
- Rymax Lubricants: Rymax is a Netherlands-based independent lubricant blender marketing automotive and industrial lubricants through a global distributor network. Closely comparable to 77 Lubricants in scale, product portfolio, and exclusive-distributor GTM motion.
- Liqui Moly: Liqui Moly is a German independent lubricant and additive manufacturer with an extensive product range sold through automotive aftermarket channels globally. Comparable as an independent European blender competing on product breadth, brand-led marketing, and international distribution.
- Addinol Lube Oil: Addinol is a German independent lubricant blender producing automotive, industrial and specialty lubricants distributed internationally. Comparable to 77 Lubricants in independent positioning, European production base, and broad product range covering similar end-segments.
- Eurol: Eurol is a Dutch independent lubricant manufacturer producing a wide portfolio of automotive, industrial, marine and specialty lubricants. It is the most direct comparable to 77 Lubricants given shared Dutch origin, similar independent-blender positioning, comparable product breadth, and overlapping export-driven distribution models.
- Ravenol: Ravenol is a German independent lubricant manufacturer with a wide product portfolio spanning automotive, motorcycle, industrial, marine and racing applications, sold globally through distributors. Comparable to 77 Lubricants as an independent European blender with international distribution and broad SKU coverage.
- Wolf Oil Corporation: Wolf Oil is a Belgian independent manufacturer of lubricants and motor oils with a broad product range distributed internationally. Highly comparable on independent-blender positioning, automotive/industrial focus, and European-based production for global export.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
77 Lubricants social profiles
Digital presence77 Lubricants financial estimates
Financial estimateRevenue estimate
Valuation estimate
77 Lubricants leadership team
Management profileNumber of profiles
77 Lubricants funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
77 Lubricants 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 77 Lubricants
What does 77 Lubricants do?
77 Lubricants manufactures and markets a wide selection of premium-quality lubricants and specialty oils from a blending plant near the port of Rotterdam. The portfolio covers passenger car motor oils, heavy duty diesel engine oils, transmission and gear oils, brake fluids, antifreeze, greases, marine oils, agricultural oils, industrial gear and circulating oils, hydraulic oils, compressor and turbine oils, chain saw oils, additives and hand cleaners, distributed globally through exclusive national distributors.
Is 77 Lubricants a public or private company?
77 Lubricants is a private company. It is classified as unknown and is currently operating.
When was 77 Lubricants founded?
77 Lubricants was founded in -1. It employs 11 to 50 people.
Where is 77 Lubricants based?
77 Lubricants is headquartered in Anna Paulowna, Netherlands, in the Europe region.
How does 77 Lubricants make money?
One revenue line is on record: lubricant Product Sales.
Who are 77 Lubricants's main competitors?
Broad incumbents on record are Valvoline, TotalEnergies Lubricants, Shell Lubricants and Castrol (BP). Direct peers are Rymax Lubricants, Liqui Moly, Addinol Lube Oil, Eurol, Ravenol and Wolf Oil Corporation.
Does 77 Lubricants have an API?
No public API is recorded for 77 Lubricants.
What industry is 77 Lubricants in?
77 Lubricants's product category is Industrial Lubricants and Specialty Oils. Its primary akta.pro industry code is EUALAJAC, Lubricant Formulation & Blending (Finished Lubricants), with a secondary code of EUALAJAH, Automotive Lubricants (PCMO, HDMO, ATF, Gear Oils, Coolants). Its NAICS code is 324191 and its SIC code is 2890.