Promea Direkt AB

What Promea Direkt AB does

Promea Direkt AB is a Swedish private limited company (AB) founded in 2007 and headquartered in Smålandsstenar, Jonkoping County. It operates as a B2B specialist e-commerce retailer selling occupational safety equipment exclusively to businesses and public sector organizations in Sweden. The company's offering is organized around hand and foot protection, with work gloves (including its proprietary Viken sub-brand and the exclusively distributed TraffiGlove color-coded cut protection system), safety footwear (Sievi and BOA-equipped models), workwear, flame-retardant clothing, and broader personal protective equipment (head, hearing, eye, respiratory, and fall protection). It also sells branded profile products such as caps and hats with custom printing.

The underlying technology is a standard B2B e-commerce storefront (hosted on abicart) supplemented by a physical showroom in Smålandsstenar open Monday through Friday. The company differentiates via exclusive Swedish distribution of the TraffiGlove color-coding system, which allows instant visual identification of cut protection levels, and offers free workplace safety consultation services, downloadable product catalogs, and free shipping on orders above 1,000 SEK. A sustainability initiative, Promea GreenBox, and a carbon-dioxide-neutral TraffiGlove LXT line indicate nascent ESG positioning.

Promea Direkt generates revenue exclusively through one-time product sales (no subscriptions or recurring contracts) at unit prices ranging from approximately 18-37 SEK per pair for gloves and roughly 1,976-2,457 SEK per pair for safety shoes. The go-to-market is sales-led with an e-commerce-first channel complemented by showroom visits. The customer base comprises Swedish businesses and Swedish public sector organizations procuring certified PPE for workforce safety compliance. The company operates with a 5-person team, has no disclosed funding, no M&A history, no leadership changes, and no disclosed revenue, and appears to be a stable micro-distributor rather than a scaling venture.

Name

Promea Direkt AB

Legal name

Promea Direkt AB

Website

https://promeadirekt.se

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Promea Direkt AB is a Swedish B2B e-commerce specialist selling occupational safety equipment, including its exclusive TraffiGlove color-coded cut protection gloves and Sievi safety footwear, exclusively to businesses and public sector organizations across Sweden.

Ownership category

akta.pro rank

Product category

Occupational Safety Equipment Distribution

NAICS

Footwear Merchant Wholesalers (424340)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Safety, PPE & Workwear Retail (Gloves, Respirators, Eye/Ear Protection) (CRAIADAK)

akta.pro secondary industries

PPE, Safety & Infection Control Supplies Distribution (JanSan-adjacent) (CRAOAGAK), Disposable Protective Apparel (Coveralls, Gowns, Shoe Covers) (CRAAALAM)

Keywords

• Occupational safety equipment
• Personal protective equipment
• Work gloves distribution
• Safety footwear retail
• Industrial workwear supply

Headquarters

HQ city

Smålandsstenar

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Work Gloves: Retail sales of various types of work gloves including cut-resistant, assembly, winter, welding, and disposable gloves under brands like Viken and TraffiGlove. Revenue generated from one-time product transactions.
2. Product Sales - Safety Footwear: Sales of safety shoes and work boots including Sievi brand and BOA-equipped footwear. One-time purchase model for protective footwear.
3. Product Sales - Workwear and PPE: Sales of work clothing, flame retardant clothing, and personal protective equipment including hearing protection, eye protection, fall protection, and respiratory protection.
4. Profile Products: Branded merchandise including caps and hats with custom printing for corporate branding purposes.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Promea Direkt AB distributes and sells occupational safety and personal protective equipment (PPE) — work gloves, safety shoes, workwear, flame-resistant clothing, and personal protection items — exclusively to businesses and public sector organizations in Sweden. The company operates both a B2B e-commerce storefront and a physical showroom in Smålandsstenar, and serves as the sole Swedish distributor of the TraffiGlove color-coded cut-protection glove system.

Product overview

Promea Direkt AB is a B2B e-commerce company specializing in hand and foot protection equipment for businesses and public entities in Sweden. The company operates a multi-brand, multi-category portfolio organized around core PPE product lines: (1) Arbetshandskar (Work Gloves) featuring proprietary VIKEN brand gloves and exclusive TraffiGLOVE color-coded cut protection system, (2) Arbetsskor (Work Shoes/Safety Footwear) including Sievi brand safety shoes and BOA-system footwear, (3) Arbetskläder (Work Clothes) encompassing pants, jackets, high-visibility gear, and welding attire, (4) Flamskyddskläder (Flame Protective Clothing), (5) Personligt Skydd (Personal Protection Equipment) covering head, hearing, eye, respiratory, and fall protection, and (6) Profilprodukter (Branded Promotional Products). Services include free workplace safety consultations, Promea In-Store (physical showroom), Promea GreenBox (sustainability offering), and downloadable product catalogs. The company positions itself as hand and foot protection specialists with free shipping over 1,000 SEK and 100% customer service focus.

Differentiator

Problem solved

Functional benefit

Brands

• TraffiGLOVE: Color-coded cut-resistant gloves with visible safety level indicators, exclusively offered by Promea in Sweden.
• VIKEN WORKWEAR
• Promea GreenBox
• Promea In-Store

Products and services

• Work Gloves (Arbetshandskar) A category of occupational work gloves sold by Promea Direkt, including assembly gloves, cut protection gloves, welding gloves, winter gloves, and disposable gloves. Carries the proprietary VIKEN sub-brand (V100, V200, V210, V300 glove models) and the exclusive TraffiGLOVE color-coded cut-protection line. Sold per pair to Swedish businesses and public sector customers.
• TraffiGLOVE Cut Protection Gloves A color-coded cut-protection glove system where the cut protection level is visually identified by the glove's color. Promea Direkt holds exclusive Swedish distribution rights for TraffiGLOVE. Select models are marketed as carbon dioxide (CO2) neutral. Sold to Swedish businesses and public sector organizations.
• VIKEN Workwear Gloves VIKEN-branded work gloves including V100 (goat leather work glove), V200 (goat leather assembly glove), V210 (goat leather assembly glove with finger reinforcement), and V300 (nitrile foam assembly glove). Priced at 18-36.90 SEK per pair. Sold to Swedish businesses and public sector.
• Safety Footwear (Arbetsskor) A category of occupational safety and work footwear including safety shoes, safety sandals, safety boots, professional shoes, winter boots, and insoles/accessories. Features the Sievi brand (Finnish safety shoes) and BOA closure system footwear. Prices range from 1,976 SEK to 2,457 SEK per pair. Sold per pair to Swedish businesses and public sector.
• Sievi Safety Shoes Finnish Sievi-branded safety shoes distributed by Promea Direkt, including models such as SieviAir R2 Roller S1, Sievi Viper Roller+ S3, Sievi Racer TR S2, and Sievi Tractor. Sold per pair to Swedish businesses and public sector customers.
• BOA Work Shoes Work shoes featuring the BOA closure system, sold alongside other safety footwear brands by Promea Direkt. Sold per pair to Swedish businesses and public sector.
• Workwear (Arbetskläder) A category of work clothing including pants, tops, jackets, rain and cold weather gear, welding clothing, knee pads, high-visibility clothing, caps and hats, and accessories. Sold to Swedish businesses and public sector organizations.
• Flame Protective Clothing (Flamskyddskläder) Flame-resistant clothing including tops, pants, jackets, and accessories for workers exposed to heat and fire hazards. Sold to Swedish businesses and public sector organizations.
• Personal Protective Equipment (Personligt Skydd) Personal protective equipment category including head protection, hearing protection, eye protection, respiratory protection, fall protection, safety equipment, first aid items, food safety items, and arm protection. Sold to Swedish businesses and public sector customers.
• Profile Products (Profilprodukter) Branded promotional products including caps and hats with custom printing for corporate branding purposes. Sold to Swedish businesses and public sector customers.
• Promea In-Store (Physical Showroom Service) In-store shopping service at Promea Direkt's physical showroom in Smålandsstenar, Sweden (Burserydsvägen 38, 333 32). Open Monday through Friday 7:00-17:00, closed for lunch 12:00-13:00. Customers can view and purchase products in person.
• Promea GreenBox (Sustainability Service) A green/sustainability-focused service offering from Promea Direkt, presented on its dedicated web page as a sustainability initiative.
• Free Workplace Safety Consultation (Gratis Konsultation) Complimentary consultation service offered by Promea Direkt to help customers select the appropriate protective equipment for their workplace. Provided to Swedish businesses and public sector organizations.
• SieviScanner A scanning tool or service related to Sievi safety shoes, featured as a special offering on the Promea Direkt website for customers evaluating Sievi footwear.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• Procurator AB: Major Swedish workwear and PPE distributor with broad catalogue of safety equipment, gloves, footwear, and protective clothing for B2B and public sector customers. Directly overlaps with Promea in target customer and product mix, with significantly larger scale.
• Ejendals AB: Swedish manufacturer and brand owner of hand protection (Tegera gloves) and work footwear, selling through B2B distribution. Same Swedish origin and overlaps with Promea in gloves and protective footwear, though Ejendals is a brand-owner rather than pure distributor.
• Skydda AB: Swedish B2B distributor of personal protective equipment and workwear, selling to businesses and public sector. Directly competes with Promea Direkt in the same product categories (gloves, safety footwear, workwear) through a similar e-commerce + sales-led model in Sweden.

Broad incumbents

• Cederroth (Orkla): Nordic supplier of first aid and personal protection products, part of Orkla Care. Overlaps with Promea in first aid and certain PPE categories (eye protection, hand protection) for B2B and public sector buyers.
• Würth AB: European B2B distributor of professional supplies and PPE, including work gloves, safety footwear, and protective clothing. Competitor in Swedish B2B PPE market with much larger catalogue and direct sales force.
• Lyreco Sverige: European B2B supplier of workplace products including PPE, workwear, and safety equipment sold to businesses and public sector. Comparable B2B e-commerce + sales model with broader office and facility supplies beyond PPE.
• Ahlsell AB: Nordic industrial-technical distributor with extensive PPE/workwear categories alongside broader MRO/HVAC/plumbing inventory. Overlaps with Promea in occupational safety equipment but operates at dramatically larger scale with multi-category portfolio.
• Staples Sverige: North American and European B2B office and workplace supplies distributor with growing PPE category. Similar e-commerce B2B workplace equipment positioning, though much broader in office and facility supplies.

Emerging players

• Fristads AB: Swedish workwear brand owned by Hultafors Group, producing protective clothing and flame-retardant garments. Overlaps with Promea in workwear and flame-retardant clothing categories, with sales via distribution partners.
• Blåkläder AB: Swedish manufacturer of workwear and protective clothing with strong brand presence in Nordic PPE markets. Overlaps with Promea in workwear and provides potential alternative supply for B2B buyers in the same customer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/promea-direkt

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 Promea Direkt AB