DISTRIBUCIONES DIEMPI ONLINE SL

What DISTRIBUCIONES DIEMPI ONLINE SL does

DISTRIBUCIONES DIEMPI ONLINE SL is a Spanish multi-channel e-commerce distributor headquartered in Zaragoza, founded in 2011 and operating with a lean team of 29 employees. The company runs an integrated distribution model spanning a B2C portal (Brandsonline), a discount outlet (Cholloday) with two physical stores opened in October 2023, and a B2B portal, while simultaneously selling across ten major third-party marketplaces including Amazon, AliExpress, eBay, Leroy Merlin, Carrefour, Decathlon, ManoMano, MediaMarkt, Worten, and Privalia.

Its catalog covers 100+ authorized third-party brands such as Black+Decker, Yamaha, New Balance, Puma, Durex, Fila, and Versace 19.69 across categories that include home improvement, sportswear, intimate apparel, audio, and consumer electronics. The company also owns and distributes four proprietary sub-brands — Intimax, WellHome, Lenceria Lolita, and Help Flash — and has added regulated products such as the Flash Led V16 connected emergency beacon tied to the Spanish traffic authority (DGT).

The business model is multi-channel retail arbitrage and authorized brand distribution: revenue is generated through marketplace commissions and direct sales on owned portals, with an additional wholesale arm through the B2B portal. Growth has been active, with 35% revenue growth reported in 2023, physical retail expansion, ongoing brand additions (Joybos in 2023), and a 2024 intern intake of 15. No external funding rounds, AI/ML capabilities, or revenue figures are disclosed in the available input.

Name

DISTRIBUCIONES DIEMPI ONLINE SL

Legal name

DISTRIBUCIONES DIEMPI ONLINE SL

Website

https://diempi.eu

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

DISTRIBUCIONES DIEMPI ONLINE SL is a Zaragoza-based, multi-channel e-commerce distributor founded in 2011 that sells 100+ third-party brands and four owned sub-brands across ten major Spanish marketplaces, owned B2C and B2B portals, and two Cholloday physical outlet stores.

Ownership category

akta.pro rank

Headquarters

HQ city

Zaragoza

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Retail Sales: Direct online sales through owned e-commerce websites including Brandsonline (B2C) and Cholloday (discount outlet). Products are shipped directly to consumers.
2. B2B Distribution: B2B portal for wholesale and business customers to purchase products in bulk or for resale purposes.
3. Marketplace Sales: Products sold through third-party marketplaces (Amazon, AliExpress, Leroy Merlin, etc.) where Diempi acts as a seller/vendor on these platforms.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

DISTRIBUCIONES DIEMPI ONLINE SL is a Spanish online distribution company that sells branded consumer products through its own e-commerce platforms (Brandsonline, Cholloday, and a B2B portal) and through third-party marketplaces such as Amazon, AliExpress, Leroy Merlin, Carrefour, and Decathlon. The company distributes more than 100 brands across home goods, sportswear, intimate apparel, kitchenware, personal care, and automotive categories, and also operates two physical Cholloday discount stores in Zaragoza.

Product overview

DISTRIBUCIONES DIEMPI ONLINE SL is a Spanish online sales and distribution company operating a multi-platform e-commerce ecosystem. The company manages three primary e-commerce channels: Brandsonline (B2C consumer platform), the B2B Portal (wholesale/business platform), and Cholloday (discount outlet platform with physical retail stores). Diempi distributes hundreds of branded products across categories including home goods, sportswear, intimate apparel, kitchenware, personal care, and sporting equipment through its owned platforms and major marketplaces (Amazon, AliExpress, Leroy Merlin, eBay, and others). The company collaborates with brands like Joybos, Flash Led, Bergner, Black+Decker, Yamaha, Puma, Reebok, Durex, Happy Socks, and many others, while maintaining its own sub-brands such as Intimax, WellHome, San Ignacio, and Lips and Cherry.

Differentiator

Problem solved

Functional benefit

Brands

• Cholloday: Discount deals outlet brand with both online and physical retail presence
• Brandsonline
• Intimax
• WellHome

Products and services

• Brandsonline Primary B2C e-commerce storefront operated by Diempi, selling branded consumer products across home goods, fashion, sports equipment, and personal care to individual consumers globally.
• B2B Portal Dedicated business-to-business portal enabling retailers, distributors, and resellers to purchase Diempi's branded product portfolio in bulk for wholesale or resale purposes.
• Cholloday Discount outlet brand and storefront offering deeply discounted branded products through both an online platform (cholloday.com) and two physical retail stores in Zaragoza, Spain.

Quantifiable outcome

• 35% growth during 2023 in challenging business environment
• +1 more outcomes

Named customers3 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.

• Leroy MerlincoreChannel Partner/ Reseller/ Distributor · 20 June 2024Leroy Merlin is a major home improvement retailer and marketplace where Diempi sells products. Diempi attended the exclusive Marketplace Sellers Day event organized by Leroy Merlin in Madrid on June 20, 2024, to strengthen collaboration and dialogue with the Leroy Merlin team.
• CPIFP Los EnlacesminorOthersVocational training institute in Zaragoza. Diempi participates in their employment fairs and hosts student interns in various departments (commerce, marketing, IT, administration, logistics). Marketing department head gives presentations about Diempi to students.
• Fartleck SportminorGTM or Marketing PartnerSports event organizer that Diempi collaborates with for various running races and sporting events in the Zaragoza region. Diempi provides sponsorship, discount coupons, and products (Filomatic blades) for participants' welcome packs.
• Flash LedminorChannel Partner/ Reseller/ DistributorFlash Led produces V16 geolocatable emergency beacons. Diempi distributes Flash Led products through their Brandsonline platform. The product is connected to DGT (Spanish traffic authority) for vehicle location signaling.
• JoybosminorChannel Partner/ Reseller/ DistributorE-commerce brand specializing in innovative products for home cleaning, storage, and organization. Diempi added Joybos to their brand portfolio, distributing their products through Diempi's sales channels.
• Fundacion Atencion TempranaminorGTM or Marketing PartnerEarly childhood attention foundation based in Zaragoza. Diempi collaborated with the XI 7K race organized by the foundation celebrating 20 years of operation, providing sponsorship through their Cholloday brand.
• Padel Plaza (Bitauto)minorGTM or Marketing PartnerPadel club in Zaragoza that organized a 10th anniversary tournament. Diempi collaborated as a sponsor for the event.
• IntimaxminorChannel Partner/ Reseller/ DistributorBrand owned/operated by Diempi selling intimate products. Collaborates in sporting events under the Diempi umbrella.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Worten Spain: Iberian multi-brand electronics and household retailer operating both e-commerce and physical stores. Comparable in combining owned storefronts with broad brand portfolios (Yamaha, Black+Decker, etc.) distributed in the Spanish market where Diempi also competes.
• PcComponentes: Spanish-origin online multi-category retailer covering electronics, home, sports and lifestyle brands. Closely comparable multi-brand online distribution model with marketplace-style breadth and Spanish consumer focus.
• Privalia: Spanish flash-sale marketplace where Diempi is already a seller. Operates a discount-driven, multi-brand e-commerce model directly aligned with Diempi's Cholloday positioning and consumer overlap.
• Miravia: Alibaba-backed lifestyle marketplace in Spain aggregating multiple third-party sellers across fashion, home, sports and personal care. Directly comparable channel model to Diempi's marketplace distribution strategy and competes for the same Spanish shopper demand.
• ManoMano: European DIY and home improvement marketplace where Diempi already sells as a vendor. Operates an overlapping multi-seller, multi-brand model targeting the same home goods and lifestyle categories, and competes for the same end consumer across Iberia.

Broad incumbents

• Carrefour Spain: Major Spanish hypermarket and online retailer carrying general merchandise, home goods, sportswear and personal care. Operates its own marketplace where Diempi is a seller, so it is both a partner and a competitor across categories.
• Decathlon Spain: Sports and outdoor multi-brand retailer with strong online presence in Spain. Diempi sells through its marketplace while also distributing many of the same sportswear brands (Puma, Reebok, Fila, Head), making Decathlon both a channel and a competitor.
• Leroy Merlin Spain: Spain's leading home improvement and DIY retailer running a curated marketplace program. As Diempi's most strategically important marketplace partner, Leroy Merlin is also an incumbent that competes for the same home goods buyer.
• El Corte Inglés: Spain's largest multi-category department store retailer with extensive online presence. A broad incumbent that competes across many of the same categories (home, sportswear, intimate apparel, personal care) but at much larger scale and with proprietary brand equity.
• Amazon Spain: Largest online marketplace in Spain where Diempi operates as a third-party seller. Competes with Diempi directly on listings for the same brands across home, sports, intimate apparel and lifestyle categories.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/diempi
• Instagraminstagram.com/cholloday

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries7 records

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 DISTRIBUCIONES DIEMPI ONLINE SL