What Crom d.o.o. does

Crom d.o.o. is a Croatian private limited liability company (društvo s ograničenom odgovornošću [d.o.o.]) founded in 1990 and headquartered at Samoborska cesta 145 in Zagreb. The company operates as a distributor, importer, and authorized service provider for international professional tool and equipment brands, including Metabo, HiKOKI, KNIPEX, Proxxon, Nilfisk, USI Italia, Viper, GYS, Norton, Wolfcraft, and Laserliner. Its online catalog at crom.hr lists over 3,295 products across categories such as cordless and electric power tools, hand tools, workshop equipment, cleaning equipment, paint spray booths, garden tools, pneumatic tools, welding equipment, measuring instruments, and accessories.

The company's core value proposition combines distribution with authorized after-sales service. Crom operates as an authorized service center for Metabo, Proxxon, and Nilfisk products, with a team of six service specialists covering the entirety of Croatia and offering 24/7 telephone and online technical support. The technology stack is standard e-commerce rather than proprietary software: the customer-facing platform is built on WordPress and WooCommerce, and the company has no disclosed API offering, no proprietary software product, and no AI or machine learning components.

Crom generates revenue through three streams: (1) hardware sales of branded professional tools and equipment via its direct-to-consumer online store and a B2B direct sales team; (2) recurring equipment rental of Nilfisk professional cleaning machines; and (3) professional services including authorized repair, maintenance, installation, user training, and technical support for Metabo, Proxxon, and Nilfisk products. Customers span enterprise accounts (e.g., Samsic, Konzum Plus, Atea, Brodomerkur, Gradska Groblja Krematorij, Lipapromet) and small businesses/individual consumers purchasing through the e-commerce channel. Pricing is publicly disclosed per unit in EUR, with no subscription or enterprise contract structures evident.

Name

Crom d.o.o.

Legal name

Crom d.o.o. za uvoz-izvoz, zastupanje, trgovinu na veliko i malo i proizvodnju

Website

https://crom.hr

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Crom d.o.o. is a Zagreb-based Croatian distributor and authorized service provider for international professional tool brands including Metabo, HiKOKI, KNIPEX, Proxxon, and Nilfisk, serving enterprise and SMB customers across Croatia via e-commerce, direct sales, and an equipment rental program.

Ownership category

akta.pro rank

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Crom generates revenue through the sale of professional tools and service equipment from multiple international brands including Metabo, HiKOKI, KNIPEX, Proxxon, Nilfisk, and others. Products include cordless tools, electric tools, hand tools, pneumatic tools, garden tools, cleaning equipment, workshop equipment, and accessories.
2. Equipment Rental: Crom offers rental services for Nilfisk professional cleaning machines, allowing customers to rent equipment rather than purchase outright.
3. Service and Repair: Crom provides authorized repair services for Metabo and Proxxon tools and Nilfisk cleaning machines. The service includes repair, maintenance, delivery, installation, and technical support.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Crom d.o.o. distributes and services professional tools, workshop equipment, and industrial cleaning machines from major international brands (Metabo, HiKOKI, KNIPEX, Proxxon, Nilfisk, USI Italia, Pressol, Norton, Wolfcraft, Laserliner, GYS) across Croatia. The company sells physical products through its own WooCommerce e-commerce store at crom.hr, operates a direct B2B sales team for enterprise consultation, and additionally provides authorized warranty repair, on-site installation, user training, and equipment rental for Nilfisk cleaning machines via a national field-service team.

Product overview

Crom d.o.o. is a leading Croatian distributor of professional tools and workshop equipment, operating since 1990. The company offers a comprehensive portfolio of physical tools and equipment through an e-commerce platform. The product range includes Akumulatorski alati (cordless power tools) and Električni alati (electric tools) from Metabo and HiKOKI brands; Ručni alati (hand tools) including KNIPEX pliers and professional tool sets; Servisna oprema (workshop equipment) such as wheel balancers, lifts, and diagnostic tools; Oprema za čišćenje (cleaning equipment) from Nilfisk and Viper including industrial vacuums and floor scrubbers; Oprema za lakiranje (painting equipment) including USI Italia spray booths and paint mixing systems; Vrtni alati (garden tools), Pneumatski alati (pneumatic tools), Zavarivanje i oprema (welding equipment), and Pribor za alate (accessories) from Norton and Wolfcraft. The company also provides Servis i održavanje (service and maintenance) as an authorized service center for Metabo, Proxxon, and Nilfisk products, covering all of Croatia. Crom positions itself as a full-service provider combining product sales with installation, user education, and technical support.

Differentiator

Problem solved

Functional benefit

Products and services

• Cordless Tools (Akumulatorski alati)

Quantifiable outcome

• 6 service specialists covering entire Croatia
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• NilfiskcoreChannel Partner/ Reseller/ Distributor · 1 January 2013Since 2013, Crom has been the representative, distributor, and authorized service provider for Nilfisk professional cleaning machines and equipment in Croatia. This includes sales, installation, maintenance, and repair services.
• MetabocoreChannel Partner/ Reseller/ DistributorCrom is the general representative and importer of Metabo tools in Croatia. As the primary brand partner, Metabo products represent a significant portion of their portfolio including cordless tools, electric tools, and accessories. Crom is also an authorized Metabo service center.
• HiKOKIcoreChannel Partner/ Reseller/ DistributorHiKOKI (name derived from 'high' and Japanese 'koki' meaning industrial machinery) products are distributed through Crom in Croatia, expanding their cordless and electric tool offerings.
• ProxxoncoreChannel Partner/ Reseller/ DistributorCrom is an authorized service center for Proxxon tools and equipment, providing repair and maintenance services in addition to distribution.
• USI ItaliacoreChannel Partner/ Reseller/ DistributorSince 2004, Crom has been the distributor of USI Italia paint booths (kabina za lakiranje) for the Croatian market, serving automotive paint shops and refinishing facilities.
• KNIPEXminorChannel Partner/ Reseller/ DistributorKNIPEX hand tools including their TwinGrip, Cobra, and StepCut product lines are distributed through Crom, with over 1,500 KNIPEX products available in their catalog.
• PressolminorChannel Partner/ Reseller/ DistributorPressol equipment for oil and grease distribution is part of Crom's portfolio, following their early partnership with this German manufacturer.
• SamsicminorOthersSamsic is a cleaning company that has received multiple deliveries of Viper and Nilfisk equipment from Crom, including 10 Viper AS4325B machines and 15 Nilfisk SC351 devices, demonstrating an ongoing business relationship.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Regional players

• Screwfix: UK trade retailer of tools, accessories, and hardware with strong e-commerce and 800+ branches. Comparable in serving professional tradespeople with a curated multi-brand product range and rapid delivery, though UK-focused.
• Toolstation: UK-based tool and hardware retailer with e-commerce and branch network, focused on tradespeople and DIY. Comparable in product catalog breadth and omnichannel (online + physical) approach, though primarily serving the UK market.

Direct peers

• Manutan: European B2B distributor of workplace equipment, tools, and industrial supplies with a strong e-commerce platform. Comparable breadth of professional and industrial product range plus digital-first customer engagement model.
• Würth Group: Global leader in B2B distribution of professional tools, fasteners, and workshop supplies. Operates a direct sales model with technical advisory and service similar to Crom's approach, scaled across dozens of countries. Most directly comparable in business model and product breadth.
• Berner Group: European direct-sales distributor of professional tools, automotive parts, and chemicals serving workshops and trades. Closest peer in terms of multi-brand distribution, service integration, and customer segment focus on automotive and industrial professionals.
• Hilti: Premium power tool manufacturer with a direct-to-professional sales model, fleet management, and comprehensive service offering. Comparable to Crom's premium brand positioning and integrated sales-service approach for professional trades.

Broad incumbents

• Robert Bosch Power Tools: World's largest power tool manufacturer with comprehensive product lines covering cordless, electric, and measuring tools. Many of Crom's current and prospective retail customers buy Bosch directly, making it both a competitor and a potential brand partner.
• Stanley Black & Decker: Global manufacturer of professional and consumer tools (DeWalt, Stanley, Craftsman). Comparable professional-customer focus through the DeWalt brand and represents a direct competitor/partner brand for Crom's industrial customer base.
• Grainger: US-headquartered industrial supplies distributor serving facilities, maintenance, and operations with millions of products. Comparable in the B2B distribution model and breadth of professional/industrial supplies, though at vastly larger scale.

Others

• Professional Tool Products (Proxxon): German precision tool manufacturer for whom Crom is an authorized distributor and service partner. Comparable through the OEM-distributor-service triangle relationship that defines Crom's operating model with multiple brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/crom-doo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Crom d.o.o.