Franz Moser GmbH

What Franz Moser GmbH does

Franz Moser Gesellschaft m.b.H. is an Austrian family-owned specialty retailer and distributor of tools, machinery, workwear, safety equipment, workshop and construction-site supplies, and industrial gases, founded in 1970 and headquartered in Spittal an der Drau, Carinthia, with a second branch in Vienna/Inzersdorf. The company serves three overlapping customer segments — professional tradespeople and craft businesses (carpenters, construction workers, metalworkers, automotive and gardening professionals), B2B/enterprise accounts with dedicated category contacts, and private DIY consumers — through an omnichannel model that combines a 24/7 e-commerce shop (fmoser.at) carrying 25,000+ articles with two physical retail locations and an in-house delivery fleet offering Click & Collect and direct fulfillment.

The product portfolio is organized into five core categories — Tools & Small Machines, Workwear & Safety, Workshop & Construction Site, Small Parts/Fasteners, and Machine Tools — featuring tier-one brand partnerships with Metabo, Bosch, FLEX, Makita, Tyrolit, Helly Hansen, Siegmund, BGS Technic, and Ruko, alongside a Franz Moser private label. Underlying technology is a standard e-commerce platform with customer accounts and order tracking, augmented only by Google Analytics for web measurement and AI-assisted content creation for marketing; there are no documented proprietary AI/ML systems, APIs, or partner integrations. The technology stack is sufficient for the regional retail-plus-distribution model but does not represent differentiated technical capability.

Revenue is generated primarily through one-time product sales (B2C and B2B) at unit prices ranging from €2.16 for small parts to €2,842.80 for capital equipment, with a usage-based rental service (Mietservice) as a secondary stream. Pricing is structured with a €120 free-shipping threshold (€100 net for business), dedicated B2B pricing excluding 20% VAT, and negotiated payment terms for regular commercial customers. The go-to-market combines direct-to-consumer e-commerce, physical retail, telephone/fax/email ordering, and field sales consultation for complex categories such as machine tools. Complementary services — in-house repair, vehicle equipment installation (Fahrzeugeinrichtung), and industrial gases (30 years of experience) — extend the value proposition beyond pure distribution. The company is privately held with no disclosed parent, external shareholders, or institutional investment, and operates exclusively within Austria.

Name

Franz Moser GmbH

Legal name

Franz Moser Gesellschaft m.b.H.

Website

https://fmoser.at

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Franz Moser GmbH is an Austrian family-owned specialty retailer and distributor of tools, machinery, workwear, and safety equipment, operating a 25,000+ SKU e-commerce shop alongside two physical locations in Spittal an der Drau and Vienna to serve B2B tradespeople and B2C consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Spittal an der Drau

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (B2C & B2B): Franz Moser generates revenue primarily through the sale of tools, machines, workwear, safety equipment, construction supplies, and workshop/construction site equipment through both online shop and physical retail locations. The company serves both end consumers (DIY, homeowners) and business customers (tradespeople, companies).
2. Rental Services: The company offers a Mietservice (rental service) for equipment and machinery, providing additional revenue stream for customers who need temporary access to expensive equipment.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Franz Moser GmbH is an Austrian family-owned retailer and distributor of tools, machines, workwear, occupational safety equipment, and workshop/construction site supplies, offering more than 25,000 articles to both trade professionals and private consumers through an e-commerce shop and two physical branches. The company also provides complementary services including vehicle equipment installation, industrial gases supply, and an in-house repair workshop.

Product overview

Franz Moser GmbH operates an e-commerce platform offering over 25,000 tools, machines, workwear, safety equipment, and construction supplies for professionals in construction, trades, and industry. The product portfolio is organized into five core categories: Werkzeuge & Kleinmaschinen (power tools, hand tools, and small machinery including brands like Metabo, Bosch, FLEX, Makita), Bekleidung & Arbeitsschutz (workwear, safety footwear, and protective equipment including Helly Hansen, Dunlop, Sixton), Werkstatt & Baustelle (workshop and construction site supplies), Kleinteile (fasteners, small parts, and building materials), and Werkzeugmaschinen (industrial machine tools including machining centers, lathes, and welding equipment with brands like Siegmund). The company also offers complementary services including vehicle equipment installation (Fahrzeugeinrichtung), industrial gases (Technische Gase) with 30 years of experience, and in-house repair services. Brands featured include Metabo, Bosch, BGS Technic, Siegmund, Helly Hansen, Ruko, Tyrolit, and the company's own Franz Moser private label. The business operates from locations in Spittal an der Drau and Vienna, Austria, with a fleet delivery service and Click & Collect options.

Differentiator

Problem solved

Functional benefit

Products and services

• Werkzeuge & Kleinmaschinen (Tools & Small Machines) Comprehensive range of power tools, hand tools, and small machinery including cordless tools, construction tools, petrol-powered equipment, drilling tools, garden equipment, measuring tools, cleaning devices, welding equipment, cutting/grinding machines, and compacting technology for trade professionals and DIY consumers.
• Bekleidung & Arbeitsschutz (Workwear & Safety Equipment) Workwear, safety footwear, and protective equipment including work jackets, trousers, weatherproof coveralls, safety shoes, welding gear, and forestry protective clothing for tradespeople and industry.
• Werkstatt & Baustelle (Workshop & Construction Site) Workshop and construction site supplies including building materials, site equipment, chemicals, furniture, pumps and hoses, securing/lashing/heaving equipment, welding tables, transport equipment, consumables, workshop equipment, and tool storage.
• Kleinteile (Fasteners, Small Parts & Building Materials) Fasteners, building materials, and small parts including clamps, drill bits, turning tools, anchors, dowels, electrical materials, deburring tools, files, grinding media, milling tools, threads, hardware gases, wood connectors, fastener assortments, nail guns, rivets, standard screws, saw blades, lubrication/cooling technology, and timber construction screws.
• Werkzeugmaschinen (Industrial Machine Tools) Industrial machine tools including machining centers, bending machines, sheet metal processing machines, drill presses, lathes, milling machines, thread cutting machines, handling systems, saws, grinding machines, and workshop presses for industrial and professional users.
• Fahrzeugeinrichtung (Commercial Vehicle Equipment Installation)

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor.

• MetabominorOthersFeatured brand on Franz Moser's website with dedicated brand page. Metabo is a power tool manufacturer whose products are sold through Franz Moser's online shop and physical locations.
• BoschminorOthersFeatured brand on Franz Moser's website with dedicated brand page. Bosch power tools and accessories are part of the product assortment.
• BGS TechnicminorOthersFeatured brand on Franz Moser's website. BGS Technic is a tool brand available through Franz Moser's distribution channels.
• SiegmundminorOthersFeatured brand specializing in welding tables and accessories. Franz Moser promotes Siegmund modular welding table systems as premium products.
• Helly HansenminorOthersFeatured workwear brand on Franz Moser's website with dedicated brand page. Professional work clothing and safety gear supplier.
• RukominorOthersFeatured precision tool brand on the website. Ruko specializes in drilling and machining tools.
• TyrolitminorOthersFeatured abrasive and cutting tool brand. Tyrolit products including cutting discs and grinding tools are part of the product range.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Contorion: German online tool and industrial supply retailer for trades and industry, carrying brands like Bosch, Makita, Metabo. Directly comparable to Franz Moser's online shop in product range and customer base, but digital-first with broader geographic reach.
• Toolnation: Online specialist retailer of power tools and accessories for professional tradespeople. Comparable assortment (Metabo, Bosch, Makita), comparable B2C/B2B focus, but pure-play e-commerce versus Franz Moser's hybrid model.

Broad incumbents

• Würth: Global market leader in trade tools, fasteners, and consumables with deep direct-to-tradesperson sales. Highly comparable to Franz Moser in assortment and target customer (professional tradespeople), but operates at vastly larger scale and pan-European footprint.
• OBI: European home improvement and tool retailer serving both DIY consumers and tradespeople. Comparable in category coverage (tools, workwear, workshop supplies) and dual-channel distribution, though at significantly larger scale.
• Hilti: Premium power tools, software, and services for construction professionals. Overlaps with Franz Moser's Werkzeugmaschinen and Werkzeuge categories and shares the construction-trade customer base, but Hilti is brand-owner plus direct-sales-led.
• BAUHAUS: Large European DIY/trade home improvement and tool retailer with both online and physical stores. Comparable in dual-channel model and breadth of tools/workwear/workshop categories, but with much broader assortment and pan-European footprint.
• Hornbach: European big-box retailer focused on DIY and professional trades across tools, construction materials, and workshop supplies. Comparable on assortment breadth and pro-customer focus, but operates at far larger scale with a dominant online channel.

Emerging players

• Werkzeugstore24: German online tool retailer focused on professional and DIY users with multi-brand assortment. Comparable e-commerce positioning and product mix, smaller scale, narrower geographic coverage.
• Handwerker-versand: German mail-order and online specialist for tradespeople offering tools, workwear, and consumables. Similar hybrid B2C/B2B orientation and category coverage, but operates purely online without retail branches.

Regional players

• Hammerl Baumaschinen: Austrian construction-machinery and tool specialist serving tradespeople and contractors in the DACH region. Comparable assortment and customer base to Franz Moser's Werkstatt & Baustelle and Werkzeugmaschinen categories, focused primarily on the Austrian market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@franzmosergmbh5711
• Facebookfacebook.com/fmoserAT
• LinkedInlinkedin.com/company/franzmosergmbh
• Instagraminstagram.com/fmoser.at

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 Franz Moser GmbH