Erdal GmbH

What Erdal GmbH does

Erdal GmbH is the Austrian operational entity of the Erdal shoe care brand, founded in 1901 and wholly owned by Werner & Mertz GmbH, a German private conglomerate headquartered in Mainz. The company manufactures and sells shoe care, leather care, and sneaker care products organized into five lines: Classic, Protect, Express, Recolor, and All in One. Core technologies include proprietary formulations such as Neutraroma® odor neutralization (used in Sneaker Detergent), the Renewing Formula in cleansing foams, a PFAS-free Long-term Protection Formula in impregnators, and the Waterstop Formula in Original Leather Grease. Products are made using natural ingredients including beeswax, almond oil, and high-quality waxes and fats, manufactured at the EMAS-certified Hallein facility in Austria, which has been the Werner & Mertz centre of expertise for shoe care since 2015.

Erdal sells exclusively to end consumers through a multi-channel retail strategy in Austria, distributed via major supermarket chains (Billa, Interspar, Mpreis), drugstores (Bipa, DM), and online retailers (Gurkerl, Ecosplendo, Alfies, Ohfeliz). The brand also operates country-specific websites for Germany, Belgium, Spain, Croatia, Serbia, and Poland, suggesting broader group-level distribution. Customer segments include general consumers, sneaker enthusiasts, and outdoor/sports users. Marketing relies on content marketing (a care dictionary and tips portal), a product finder tool, and an Instagram presence. Pricing is not publicly disclosed; consumers are directed to retailer sites for purchase.

The business model is a straightforward consumer packaged goods revenue model: Erdal sells physical products (tins, tubes, sprays, bottles of shoe polish, leather grease, waterproofing sprays, sneaker detergents, color repair products) through retail partners and its own website. The company is privately held with no venture funding, no public listing, and limited headcount (16 employees), functioning as a regional brand within the larger Werner & Mertz corporate umbrella. Sustainability positioning (EMAS certification since 2005, renewable energy, recycled packaging, PFAS-free formulations) is a deliberate differentiator in the eco-conscious European consumer market.

Name

Erdal GmbH

Legal name

Werner & Mertz GmbH

Website

https://erdal.at

Company type

Private

Founded year

1901

Operating status

Operating

Headcount range

11–50 employees

Short description

Erdal GmbH is a 120-year-old Austrian shoe and leather care brand owned by Werner & Mertz GmbH, selling shoe polish, leather grease, waterproofing, and sneaker care products through Austrian retailers and online channels to general consumers, sneaker enthusiasts, and outdoor users.

Ownership category

akta.pro rank

Product category

Shoe & Leather Care Products

akta.pro primary industry

Shoe & Leather Care (Polishes, Protectants, Cleaners) (CRADAKAL)

Keywords

• Shoe care products
• Leather care products
• Sneaker care products
• Footwear waterproofing
• Leather maintenance

Headquarters

HQ city

Mainz

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Product Sales: Erdal generates revenue through the sale of shoe care, leather care, and sneaker care products to end consumers through retail partners and direct channels. Products include shoe polish, leather grease, waterproofing sprays, impregnators, sneaker detergents, and color repair products sold in various retail formats (tins, tubes, sprays, bottles).

Go-to-market motion1 record

Distribution channels9 records

Marketing channels3 records

Core offering

Erdal GmbH manufactures and sells shoe care, leather care, and sneaker care products under the Erdal brand, a heritage label established in 1901 and currently operated as part of the Werner & Mertz Group. The portfolio includes shoe polish, leather grease, waterproofing sprays, impregnators, sneaker detergents, color repair products, and cleansing foams, organized into five lines (Classic, Protect, Express, Recolor, All in One) and sold through Austrian retail chains (Billa, Bipa, DM, Interspar, Mpreis) and online retailers (Gurkerl, Ecosplendo, Alfies, Ohfeliz). Production takes place at the company's EMAS-certified Hallein site in Austria, which has served as the Werner & Mertz shoe care centre of expertise since 2015.

Product overview

Erdal is a shoe care brand under Werner & Mertz Group, operating since 1901, offering a comprehensive portfolio of leather care and shoe maintenance products. The product range is organized into five main lines: Classic (essential cleaning and polishing), Protect (waterproofing and moisture protection including Original Leather Grease, Super Impregnator, and Wash-in Impregnator), Express (quick-care solutions), Recolor (color restoration and repair), and All in One (multi-purpose care). The Protect line features products specifically designed for outdoor and sports footwear, including leather grease for heavy-duty shoes and specialized impregnators for functional gear. Erdal serves both traditional leather footwear and modern sneaker care needs, with products manufactured at eco-certified facilities in Germany and Austria.

Differentiator

Problem solved

Functional benefit

Brands

• Frosch: Brand referenced in the logo and branding of Erdal products, part of the Werner & Mertz family of brands.

Products and services

• Erdal Original Leather Grease

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• KIWI (S.C. Johnson): KIWI is the global mass-market leader in shoe polish and shoe care, owned by S.C. Johnson. Directly comparable to Erdal as a branded shoe care manufacturer with similar product categories (polishes, sponges, protectors) sold through mass retail, though at a much larger global scale.
• Jason Markk: US-based premium sneaker care brand founded in 2007. Directly comparable to Erdal's growing Sneaker-Pflege line, with overlapping sneaker-specific cleaning, deodorizing, and protection products targeting the same sneaker enthusiast segment.
• Collonil: German heritage shoe and leather care brand owned by Salzenbrodt. Closely comparable to Erdal as a DACH-region shoe care specialist with overlapping product lines (impregnation, cleaning, color care) and similar retail distribution channels.
• Sof Sole: Athletic and sneaker care brand offering insoles, cleaning, and protection products. Comparable to Erdal's Protect and Sneaker-Pflege lines targeting the same outdoor and athletic consumer segment.
• Saphir (Avel): French premium shoe care brand under Avel, established 1920. Closely comparable to Erdal as a heritage European shoe care manufacturer competing in the premium segment with polishes, creams, and leather care products.
• Meltonian/Belvoir (Cherry Blossom): UK-based shoe polish and leather care heritage brand. Comparable to Erdal as a long-established European shoe care manufacturer with overlapping product categories including polishes and leather conditioners.
• Crep Protect: UK-based sneaker care brand specializing in cleaning kits, protection sprays, and accessories. Direct competitor to Erdal's sneaker care range, with strong D2C and sneaker-retail channel positioning overlapping Erdal's sneaker enthusiast target segment.
• Angelus: US-based shoe care brand known for leather dyes and sneaker paint. Directly comparable to Erdal's Recolor line, competing in color restoration and customization for sneakers and leather footwear.
• Bickmore: US-based leather care company founded in 1882 with polishes, conditioners, and waterproofing products. Comparable to Erdal as a heritage leather care specialist with similar product positioning in protection and restoration.
• Tarrago Brands: Spanish-based shoe and leather care manufacturer founded in 1940. Directly comparable to Erdal with parallel product portfolio (polishes, dyes, waterproofing, sneaker care) and similar international distribution across European markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/erdal_at
• LinkedInlinkedin.com/company/erdal-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Erdal GmbH