Midea Central Europe by Planning & Trading Group

What Midea Central Europe by Planning & Trading Group does

Planning & Trading Kft. (operating as Midea Central Europe / Planning & Trading Group) is a privately held Hungarian B2B wholesale distributor founded in 1997 in Székesfehérvár, specializing in air conditioning and kitchen appliances technology. The company distributes more than 20 brands, including Midea (exclusive importer since 2012, official Central European representative since 2024), LG (partner since 1997), Electrolux, Whirlpool, Beko, Bosch, AEG, Gorenje, Teka, Liebherr, Blanco, Silverline, and Dunavox. Its product range covers residential split and mono/multisplit units, heat pumps, commercial/industrial VRF systems, chillers, fan-coil units, and the full spectrum of major kitchen appliances. Revenue is generated primarily through transactional hardware sales to 700+ contracted reseller partners across Hungary, Slovakia, and the Czech Republic, supplemented by professional training services (AC Academy, founded 2014) and project support for commercial/industrial installations via a dedicated Budapest engineering office.

The company's go-to-market is a B2B wholesale motion: products flow to market through the company's own logistics service (operated for 25+ years, with a high-tech logistics base and center built in 2022) and a partner webshop (v2.ptweb.hu), with engineering and project support for commercial/industrial CAC business delivered through the Budapest office. Distribution is organized around three Central European entities — Hungary (headquarters), Planning & Trading Slovakia (subsidiary established 2022), and Planning & Trading Czech Republic (established 2023) — supported by a Midea 5-star training facility and showroom in Székesfehérvár (2024), a Midea Training Center (2025), and a European central spare parts warehouse launched in 2023. Marketing and partner relations are run through the AC Academy, small-group training events (max 25 participants), a YouTube channel, and direct partner engagement.

Strategically the company is positioning itself as Midea's anchor Central European distribution and training platform. The 2024 elevation to Midea Central Europe representative status, paired with new training infrastructure and showrooms across Slovakia and the Czech Republic in 2025, signals an intent to consolidate regional market share behind the Midea brand while maintaining a multi-brand kitchen appliances portfolio. Revenue and detailed financials are not publicly disclosed, and the firm is self-funded / organically grown with no external private equity or venture capital investment indicated in the source material.

Name

Midea Central Europe by Planning & Trading Group

Legal name

PLANNING & TRADING Kereskedelmi és Szolgáltató Korlátolt Felelősségű Társaság

Website

https://pt.hu

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Planning & Trading Kft. (Midea Central Europe) is a Hungarian B2B wholesale distributor, founded 1997, of air conditioning and kitchen appliances serving 700+ reseller partners across Hungary, Slovakia, and the Czech Republic as Midea's exclusive regional importer.

Ownership category

akta.pro rank

Product category

HVAC and Kitchen Appliance Wholesale Distribution

NAICS

Warm Air Heating and Air-Conditioning Equipment and Supplies Merchant Wholesalers (42373), Warm Air Heating and Air-Conditioning Equipment and Supplies Merchant Wholesalers (423730), Service Establishment Equipment and Supplies Merchant Wholesalers (42385)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)

akta.pro secondary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

Keywords

• Air conditioning wholesale
• Kitchen appliances distribution
• HVAC distribution services
• B2B appliance wholesale
• Midea exclusive importer

Headquarters

HQ city

Székesfehérvár

HQ country

Hungary

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Air Conditioning Wholesale: B2B wholesale distribution of residential and industrial air conditioning products (Midea, MDV, LG brands). Revenue generated through one-time transaction sales to reseller partners.
2. Kitchen Appliances Wholesale: B2B wholesale distribution of kitchen appliances including Electrolux, AEG, Beko, LG, Gorenje, Whirlpool, Bosch, Teka, Liebherr, Blanco, Silverline, Dunavox brands.
3. AC Academy Training: Technical training services for partner installers, providing theoretical and practical sessions on air conditioning systems and heat pumps.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Planning & Trading Kft. operates a B2B wholesale distribution business for air conditioning and kitchen appliances technology products, supplying more than 20 leading brands (Midea, MDV, LG, Electrolux, AEG, Beko, Gorenje, Whirlpool, Bosch, Teka, Liebherr, Blanco, Silverline, Dunavox) to 700+ contracted reseller partners across Hungary, Slovakia, and Czech Republic. The company complements product distribution with own logistics services, B2B webshops (ptweb.hu), a Budapest-based engineering/project support office for commercial/industrial air conditioning (CAC), and the AC Academy training facility providing certified installer education.

Product overview

Planning & Trading Kft. operates as a wholesale distributor of air conditioning and kitchen appliances technology, distributing more than 20 leading brands. The company offers two main product categories: (1) Air conditioning technology including residential air conditioners (Midea, MDV, LG), industrial air conditioners (Midea, LG), VRF systems, chillers, fan-coil units, and heat pumps; and (2) Kitchen appliances including brands such as Electrolux, AEG, Beko, LG, Gorenje, Whirlpool, Bosch, Teka, Liebherr, Blanco, Silverline, and Dunavox. The company also provides complementary services including AC Academy professional training (~300m2 facility), and project support/engineering services through its Budapest office. Since 2012, Planning & Trading has been the exclusive importer of Midea products in Hungary, and in 2024 became Midea Central Europe representing the brand across Central Europe.

Differentiator

Problem solved

Functional benefit

Brands

• AC Academy: Training academy for air conditioning technology founded in 2014, providing theoretical and practical training for partner network with capacity of 25 people in 300m2 facility.
• PT Web
• Midea.hu

Products and services

• Midea Residential Air Conditioners
• Midea Industrial Air Conditioners
• MDV Air Conditioners
• LG Air Conditioners
• LG Kitchen Appliances
• Electrolux Kitchen Appliances
• Beko Kitchen Appliances
• Gorenje Kitchen Appliances
• Whirlpool Kitchen Appliances
• Bosch Kitchen Appliances
• AEG Kitchen Appliances
• Teka Kitchen Appliances
• Liebherr Kitchen Appliances
• Blanco Kitchen Appliances
• Silverline Kitchen Appliances
• Dunavox Wine Coolers
• AC Academy Training Services
• Project Support and Engineering Services

Named customers2 records

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

Partnerships

Ten partnerships are on record, tiered core, minor and flagship.

• Planning & Trading Czech RepubliccoreStrategic or Co-development Partner · 1 January 2023Subsidiary established in 2023 to strengthen presence in Central European market.
• Planning & Trading SlovakiacoreStrategic or Co-development Partner · 1 January 2022Subsidiary established in 2022 as part of international expansion, marking entry into Slovak market.
• MDV (Midea Value)minorChannel Partner/ Reseller/ Distributor · 1 January 2017MDV brand manufactured by Midea was introduced to Hungarian market for entry-level air conditioning products. Enjoyed unbroken success since 2017.
• BekocoreChannel Partner/ Reseller/ Distributor · 1 January 2015Fastest growing brand on European market. Planning & Trading has been distributing Beko kitchen appliances since 2015.
• GorenjeminorChannel Partner/ Reseller/ Distributor · 1 January 2014One of Europe's leading manufacturers of large household appliances. Products included in range since 2014.
• MideaflagshipChannel Partner/ Reseller/ Distributor · 1 January 2012Exclusive importer of Midea residential and industrial air conditioning products since 2012. Expanded partnership in 2016 to become exclusive importer for Hungary. In 2024, became official Central European representative of Midea, making them the first Midea 5-star training facility in Europe.
• WhirlpoolcoreChannel Partner/ Reseller/ Distributor · 1 January 2011Considered the most reliable household appliance brand based on fewer repair needs and lower repair costs. Distributing Whirlpool products since 2011.
• LGcoreChannel Partner/ Reseller/ Distributor · 1 January 1997Official LG distributor since company foundation (1997). Distributes LG air conditioners and kitchen appliances products. More than 25 years of partnership.
• ElectroluxcoreChannel Partner/ Reseller/ Distributor · 1 January 1997World's leading manufacturer of kitchen and cleaning appliances. Planning & Trading has been distributing Electrolux products since 1997.
• CRERAG Kft. (Panaszmester)minorOthersExternal responsible party for the company's internal whistleblowing/complaint reporting system (Visszaélés-bejelentési rendszer).

Scale indicators5 records

Recent moves13 records

Expansion highlights5 records

Broad incumbents

• Carrier Global: Carrier is a major global HVAC manufacturer with its own European commercial and residential distribution channels. It directly competes with Midea for VRF, heat pump, and commercial AC projects in Central Europe and supplies similar installer/reseller partners.
• Gree Electric Appliances: Gree is one of the world's largest HVAC manufacturers and a direct Chinese competitor to Midea. It operates regional distribution partners across Central Europe, competing head-to-head with Midea-aligned distributors like Planning & Trading for the same reseller base.
• Hisense Europe (Gorenje): Hisense acquired Gorenje, one of the brands Planning & Trading distributes. Hisense operates large European appliance manufacturing and distribution operations, including in Central Europe, and competes for both retailer relationships and end-market share.
• Mitsubishi Electric Europe: Mitsubishi Electric is a leading HVAC manufacturer with established European distribution serving the same commercial and residential installer channels. It overlaps directly with Midea/LG in the heat pump and commercial AC segments that drive Planning & Trading's CAC business.
• Daikin Europe: Daikin is a leading global HVAC manufacturer and operator of its own European distribution networks. It competes with Midea for HVAC distribution in Central Europe and serves overlapping installer/reseller customers, making it a relevant comparable in the same category with broader scale.
• BSH Hausgeräte (BSH Group): BSH is the manufacturer behind Bosch, Siemens, and Neff kitchen appliances - brands listed in the subject company's product portfolio. BSH manages its own wholesale and dealer networks in Central Europe and operates in the same kitchen appliance distribution chain.
• AB Electrolux: Electrolux is the parent of the Electrolux and AEG brands that Planning & Trading has distributed since 1997. As one of Europe's largest appliance manufacturers with its own Central European distribution, it is a directly comparable supplier-distributor relationship in kitchen appliances.
• Whirlpool Corporation (EMEA): Whirlpool is a major kitchen appliance manufacturer with its own European distribution. Planning & Trading has distributed Whirlpool since 2011; the wholesale-distribution dynamic and overlap in CEE kitchen appliance channels make it a directly comparable supplier ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/PandTKft
• LinkedInlinkedin.com/company/midea-central-europe

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Midea Central Europe by Planning & Trading Group