Normfest
Normfest GmbH, founded 1948 in Velbert, Germany, is a privately-held B2B distributor of 26,000+ workshop chemicals, technical consumables, and equipment serving vehicle workshops across KFZ, NFZ, caravan, and agricultural verticals in 8+ European countries, with the Dress and Safe workwear sub-brand.
- Company typePrivate
- Founded1948
- HeadquartersVelbert, Germany
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Normfest does
Normfest GmbH is a privately-held German B2B distributor of workshop equipment, chemical consumables, and safety workwear, founded in 1948 and headquartered in Velbert, Germany. The company supplies over 26,000 chemical and technical products through its e-commerce platform (normfest-shop.com), mobile applications for iOS and Android, and a field-sales team, serving vehicle workshops across four verticals: passenger-car (KFZ), commercial-vehicle (NFZ), caravan/recreational, and agricultural machinery (Landmaschinen). Through the Dress and Safe sub-brand (launched 1995), the company also sells certified workwear and safety footwear (S3 and S1P classifications) with custom embroidery and printing services, reaching more than 35,000 professionals in construction, automotive, electrical, painting, and gardening trades.
The business operates a hybrid go-to-market model combining experienced field-sales representatives for on-site B2B engagement, an internal sales team at the Velbert headquarters, and a multi-channel digital infrastructure including the online shop, mobile apps with product scanning, a WhatsApp ordering service, and a digital catalog. Distribution extends across at least 8 European countries through wholly-owned subsidiaries (NF Polska Sp.z o.o., Normfest Česko) and channel partners including RECA group entities, Euro Car Parts (UK), Kellner & Kunz AG (Austria), Fime S.r.l. (Italy), and BSF Tools Serbia. Adjacent services include a hazardous-substance database (Gefahrstoffdatenbank), safety data sheet repository, cost-center management, free chemistry disposal via Duales System Deutschland, and coolant deposit-bottle return. The company has recently commissioned a 970 m² photovoltaic installation (200+ kWp) with battery storage and 15 EV charging stations, reducing operational CO₂ emissions by approximately 82,000 kg annually. No public revenue figures, funding rounds, or M&A activity are disclosed; the company appears to be founder/family-owned and operates as an independent going concern.
Normfest firmographics
Firmographics- Name
- Normfest
- Legal name
- Normfest GmbH
- Website
- https://normfest.pl
- Company type
- Private
- Founded year
- 1948
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Normfest GmbH, founded 1948 in Velbert, Germany, is a privately-held B2B distributor of 26,000+ workshop chemicals, technical consumables, and equipment serving vehicle workshops across KFZ, NFZ, caravan, and agricultural verticals in 8+ European countries, with the Dress and Safe workwear sub-brand.
- Ownership category
- akta.pro rank
Normfest industry classification
Industry- Product category
- Workshop Equipment and Automotive Aftermarket Supplies
- NAICS
- Clothing and Clothing Accessories Merchant Wholesalers (42435)
- SIC
- Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Workwear, Uniforms & Corporate Apparel Wholesale (CRAOADAF)
Keywords
Where Normfest is headquartered
LocationHeadquarters
- HQ city
- Velbert
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Normfest business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- B2B Workshop Equipment & Consumables Sales: Normfest generates revenue through the sale of physical products including workshop equipment, tools, technical and chemical consumables, and safety gear to professional B2B customers (vehicle workshops, commercial vehicle operators, agricultural businesses, construction firms). Orders are placed via the e-commerce platform, field sales team, or internal sales team.
- Dress and Safe Workwear Brand: Sale of branded work and safety clothing under the Dress and Safe private label, including customization services (embroidery and printing). The brand serves over 35,000 professionals across industries including road construction, automotive, painting, electrical, and gardening.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Normfest product offering
Product offeringCore offering
Normfest is a B2B supplier of workshop equipment, chemical consumables, technical products, and safety clothing for professional vehicle maintenance and repair businesses. The company offers a portfolio of over 26,000 chemical and technical products across automotive (KFZ), commercial vehicle (NFZ), caravan, and agricultural machinery (Landmaschinen) segments, complemented by the Dress and Safe sub-brand for work and safety apparel. Customers order through an e-commerce platform (normfest-shop.com), a mobile app, field sales representatives, or inside sales at the Velbert headquarters.
Product overview
Normfest is a workshop equipment provider operating since 1948, offering a portfolio of over 26,000 chemical and technical products. The product ecosystem includes the core Normfest online shop with products across KFZ, Caravan, NFZ, and agricultural machinery categories, supplemented by the Dress and Safe sub-brand for work and safety clothing (operating since 1995). Services include a hazardous substance database, safety database, coolant deposit bottle return, disposal services, cost center management, and operating instructions. The company also provides a mobile shop app for iOS and Android, WhatsApp ordering service, and digital catalog.
Differentiator
Problem solved
Functional benefit
Brands
- Dress and Safe: Work and safety clothing brand launched in 1995, serving over 35,000 professionals with occupational safety apparel including S3 and S1P safety shoes, with custom embroidery and printing services.
- meru
Quantifiable outcome
- ~82,000 kg CO₂ emissions avoided annually through on-site solar energy generation
- +1 more outcomes
Companies that use Normfest
Customer profileSegments5 records
Ideal customer profiles4 records
Normfest technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Normfest partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and regional.
- NF Polska Sp.z o.o.corePolish subsidiary operating as the primary Normfest distribution entity in Poland, enabling local sales and support for Polish workshop customers through the normfest-shop.pl platform.
- Normfest ČeskocoreCzech subsidiary serving as the Normfest distribution entity for the Czech market, providing local language support and sales operations for Czech workshop customers.
- RECA d.o.o. (Bosnia & Herzegovina)regionalBosnian distribution partner for Normfest products in the Bosnia & Herzegovina market, operating under the RECA group network.
- RECA Croatia d.o.o.regionalCroatian distribution partner serving the Normfest customer base in Croatia through the RECA group network.
- RECA Hispania, S.A.U.regionalSpanish distribution partner operating under the RECA group, serving Normfest customers in Spain through the recahispania.com platform.
- RECA Slovensko s.r.o.regionalSlovak distribution partner under the RECA group, enabling Normfest product sales and distribution in the Slovak market.
- BSF Tools SerbiaregionalSerbian distribution partner representing Normfest products in the Serbian market through the prodajaalata.com platform.
- Kellner & Kunz AG (Austria)regionalAustrian distribution partner operating the Normfest product catalog through the Kellner & Kunz online shop (reca.co.at) for the Austrian market.
- Euro Car Parts (UK)regionalUK-based distribution partner enabling Normfest product availability for the British automotive aftermarket through the eurocarparts.com platform.
- Fime S.r.l. (Italy)regionalItalian distribution partner representing Normfest products in the Italian market through the fimesrl.it platform.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
Normfest competitors and assessment
Company assessmentBroad incumbents
- Würth Group: Germany-headquartered global market leader in B2B fastening, workshop, and consumables supply. Direct competitor to Normfest's automotive workshop supply business with far greater scale, broader catalog, and international footprint.
- UVEX WINTER HOLDING GmbH & Co. KG: German PPE manufacturer with safety footwear, gloves, and protective clothing lines. Comparable to Dress and Safe for the workwear/safety product categories and serves overlapping workshop/trade customers.
- REHAU (Automotive & Industry divisions): German manufacturer and distributor serving automotive workshops with chemicals, parts, and polymer-based solutions. Overlaps with Normfest's automotive aftermarket supply and also operates as a Normfest channel partner group through several RECA entities.
Direct peers
- Berner SE: European B2B specialist for trade, automotive, and construction consumables with multi-channel field sales plus e-commerce. Comparable to Normfest in customer profile and hybrid sales-led / digital go-to-market.
- Hazet-Werk Hermann Zerver GmbH & Co. KG: German manufacturer of professional-quality workshop tools and equipment. Overlaps directly with Normfest's Werkstattausrüstung product category for vehicle workshop customers.
- KS Tools Werkzeuge-Maschinen GmbH: German-based tool supplier for automotive and industrial workshops. Direct overlap with Normfest's tools and equipment offering for professional vehicle maintenance customers.
- Theo Förch GmbH & Co. KG (FÖRCH): Direct German competitor offering a similar one-stop B2B catalog of workshop consumables, chemicals, tools, and PPE to automotive and trade workshops. Closest comparable in business model and customer base.
- Stahlwille Eduard Wille GmbH & Co. KG: German premium tool manufacturer serving automotive and industrial workshops. Direct comparable for Normfest's tools and workshop equipment category.
- Engelbert Strauss GmbH & Co. KG: German workwear and PPE leader serving trades and industry — the most direct comparable for Normfest's Dress and Safe sub-brand in terms of customer profile and customization (embroidery/printing) offering.
Emerging players
- Mascot International A/S: Danish workwear specialist with strong European DACH-market presence in safety footwear, workwear, and PPE. Comparable to Dress and Safe in product categories and end-customer segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Normfest social profiles
Digital presenceNormfest financial estimates
Financial estimateRevenue estimate
Valuation estimate
Normfest leadership team
Management profileNumber of profiles
Normfest subsidiaries and ownership
Company hierarchySubsidiaries10 records
Normfest funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Normfest 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 Normfest
What does Normfest do?
Normfest is a B2B supplier of workshop equipment, chemical consumables, technical products, and safety clothing for professional vehicle maintenance and repair businesses. The company offers a portfolio of over 26,000 chemical and technical products across automotive (KFZ), commercial vehicle (NFZ), caravan, and agricultural machinery (Landmaschinen) segments, complemented by the Dress and Safe sub-brand for work and safety apparel. Customers order through an e-commerce platform (normfest-shop.com), a mobile app, field sales representatives, or inside sales at the Velbert headquarters.
Is Normfest a public or private company?
Normfest is a private company. It is classified as unknown and is currently operating.
When was Normfest founded?
Normfest was founded in 1948. It employs 51 to 100 people.
Where is Normfest based?
Normfest is headquartered in Velbert, Germany, in the Europe region.
How does Normfest make money?
Two revenue lines are on record. B2B Workshop Equipment & Consumables Sales are the primary driver. The others are dress and Safe Workwear Brand.
Who are Normfest's main competitors?
Broad incumbents on record are Würth Group, UVEX WINTER HOLDING GmbH & Co. KG and REHAU (Automotive & Industry divisions). Direct peers are Berner SE, Hazet-Werk Hermann Zerver GmbH & Co. KG, KS Tools Werkzeuge-Maschinen GmbH, Theo Förch GmbH & Co. KG (FÖRCH), Stahlwille Eduard Wille GmbH & Co. KG and Engelbert Strauss GmbH & Co. KG. Mascot International A/S is listed as an emerging player.
Does Normfest have an API?
No public API is recorded for Normfest.
What industry is Normfest in?
Normfest's product category is Workshop Equipment and Automotive Aftermarket Supplies. Its primary akta.pro industry code is CRAOADAF, Workwear, Uniforms & Corporate Apparel Wholesale. Its NAICS code is 42435 and its SIC code is 5010.