STIHL Vertriebszentrale AG

What STIHL Vertriebszentrale AG does

STIHL Vertriebszentrale AG & Co. KG is the German sales and distribution arm of the STIHL group, headquartered in Dieburg (Robert-Bosch-Straße 13, 64807), with an associated production facility in Waiblingen. The entity sells a comprehensive portfolio of outdoor power equipment — chainsaws, pole pruners, hedge trimmers, lawn mowers, ride-on mowers, iMOW robotic mowers, brushcutters, leaf blowers, high-pressure washers, garden shredders, earth drills, water pumps, and compressors — offered across petrol, battery (AK, AP/ALLPRO, AS systems), and electric power variants. Underlying platforms include the new ALLPRO professional battery system, the STIHL 2-MIX two-stroke engine technology, the iMOW robotic mowing platform, and the STIHL connected cloud platform that captures operational readiness, service status, and runtime data in real time.

The business model combines unit-pricing hardware sales (entry-level battery tools under €200, mid-range professional tools €200–600, professional high-performance tools €600+) with accessories, consumables (operating supplies, trimmer line, protective equipment), a branded merchandise line (STIHL Markenshop), warranty extensions registered via the MY STIHL portal, and the STIHL Leasing Plus Service which provides 36-month full-service leasing to professional users. Go-to-market runs through an authorized Fachhandel specialist dealer network providing consultation and after-sales service, a direct e-commerce shop on stihl.de with home delivery or dealer pickup, and dedicated direct sales for professional and enterprise customers, supported by Plancraft GaLaBau software integration and the STIHL Workshop Manager for dealers.

STIHL serves two primary customer segments: private/homeowner consumers purchasing through the dealer network or online shop for garden maintenance, and professional users in landscaping, forestry, agriculture, construction, and tree care requiring heavy-duty equipment and service support, with a specialized GaLaBau sub-segment served via integrated digital tools. The company is a 100-year family-owned brand (founded 1926 by Andreas Stihl, currently led by Dr. Nikolas Stihl), holds EU MDR-aligned transparency compliance for connected products, and operates trademarks across the STIHL, iMOW, VIKING, TIMBERSPORTS, and ALLPRO brands.

Name

STIHL Vertriebszentrale AG

Legal name

STIHL Vertriebszentrale AG & Co. KG

Website

https://stihl.de

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

11–50 employees

Short description

STIHL Vertriebszentrale AG & Co. KG is the German sales and distribution arm of the family-owned STIHL group, selling petrol, battery, and electric outdoor power equipment (chainsaws, mowers, robotic mowers, trimmers, blowers, pressure washers) to private consumers and professional users across landscaping, forestry, agriculture, and construction.

Ownership category

akta.pro rank

Headquarters

HQ city

Dieburg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales - Power Tools: Sale of power tools and garden equipment including chainsaws, hedge trimmers, lawn mowers, robotic mowers, blowers, and pressure washers across consumer and professional segments. Products available with gasoline, battery (Akku), and electric power options.
2. Accessories and Consumables: Sale of accessories including cutting equipment, batteries, chargers, maintenance products, and personal protective equipment. Includes replacement parts and operational supplies.
3. Professional Services - Leasing: STIHL Leasing Plus Service provides comprehensive equipment leasing for professional users over 36 months including maintenance and service.
4. Warranty Extensions: MY STIHL customer portal offers extended warranty registration, with additional year of free warranty for products registered within 60 days of purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

STIHL Vertriebszentrale AG is the German sales and distribution arm of STIHL, selling and distributing outdoor power equipment (chainsaws, lawn mowers, robotic mowers, hedge trimmers, brushcutters, high-pressure washers, pole pruners, cut-off machines, and other garden/forestry tools) in petrol, electric, and battery variants through an authorized specialist dealer network and a direct online shop. The company also offers professional leasing services, accessories, consumables, branded merchandise, and digital platforms (STIHL connected, STIHL Workshop Manager) for both private and professional users.

Product overview

STIHL is a comprehensive outdoor power equipment manufacturer offering a broad portfolio of petrol, electric, and battery-powered tools for private users, professionals, and commercial applications. The product range includes chainsaws, lawn mowers, robotic mowers (iMOW), hedge trimmers, brushcutters, high-pressure washers, and earth-moving equipment. Key technology platforms include the ALLPRO battery system for professional applications and STIHL connected for digital product connectivity. The company also offers branded merchandise through the STIHL Markenshop, professional leasing services, and various accessories and consumables. The portfolio is organized around three battery systems (AK, AP/ALLPRO, and AS) plus petrol products, with digital solutions including STIHL connected, Plancraft integration, and Workshop Manager for professional users.

Differentiator

Problem solved

Functional benefit

Brands

• iMOW: Robotic lawn mowers by STIHL
• VIKING
• TIMBERSPORTS

Products and services

• Chainsaws and Motor Saws (Kettensägen und Motorsägen) Chainsaws and motor saws for cutting wood, forestry work, and tree maintenance, offered in petrol, electric, and battery variants for residential and professional users.
• Lawn Mowers (Rasenmäher) Lawn mowers available in petrol, electric, and battery variants for residential and professional lawn care.
• iMOW Robotic Mowers (iMOW Mähroboter) Robotic lawn mowers that automatically mow lawns, calculate mowing plans, detect rain, and operate fully automatically with intelligent navigation and connectivity.
• Hedge Trimmers and Hedgers (Heckenscheren und Heckenschneider) Hedge trimmers and hedgers for shaping and cutting hedges and shrubs.
• Leaf Blowers, Blowers and Suction Shredders (Laubbläser, Blasgeräte und Saughäcksler) Leaf blowers, blowing devices, and suction shredders for cleaning outdoor areas.
• Lawn Trimmers, Brushcutters and Clearing Saws (Rasentrimmer, Motorsensen und Freischneider) Lawn trimmers, brushcutters, and clearing saws for cutting grass and vegetation in areas difficult to reach with mowers.
• High-Pressure Washers (Hochdruckreiniger) High-pressure washers for cleaning surfaces, vehicles, and outdoor areas.
• Pole Pruners (Hochentaster) Pole pruners for cutting branches at height without using a ladder, including the battery-powered HTA 30 set.
• Cut-Off Machines and Stone Cutters (Trennschleifer und Gesteinschneider) Cut-off machines and stone cutters for cutting concrete, masonry, and stone materials.
• Ride-On Mowers and Lawn Tractors (Aufsitzmäher und Rasentraktoren) Ride-on mowers and lawn tractors for large lawn areas.
• Earth Drills (Erdbohrgeräte) Earth drilling equipment for post holes and planting.
• Water Pumps (Wasserpumpen) Water pumps for water transfer and irrigation applications.
• Air Compressors (Kompressoren) Air compressors for powering pneumatic tools and equipment.
• Charging Management (Lademanagement) Battery charging management systems for STIHL battery products.
• ALLPRO Battery System (ALLPRO-Akkusystem) Professional-grade cross-compatible battery system for heavy-duty applications with fast charging, robustness, and long-lasting power, usable across the STIHL professional product range.
• STIHL connected Digital Platform Cloud-based digital connectivity platform that tracks product status, service information, and runtime data for networked STIHL products; data available in CSV/Excel in near real time, stored for the duration of the organization subscription.
• STIHL Workshop Manager Digital workshop management solution for STIHL dealers and service providers to manage repairs, maintenance, and customer equipment records.
• STIHL Leasing Plus Service Professional equipment leasing service providing comprehensive service and maintenance over 36 months for predictable costs and maximum planning reliability.
• Personal Protective Equipment (Persönliche Schutzausrüstung) Personal protective equipment including helmets, safety glasses, hearing protection, safety boots, and protective clothing.
• Operating Supplies (Betriebsstoffe) Operating supplies including fuels, motor oils, chain oils, and maintenance products.
• STIHL Brand Shop (STIHL Markenshop) Branded merchandise including clothing, accessories, and TIMBERSPORTS products.
• Care & Clean Kit iMOW & Lawn Mower Plus Cleaning and care kit for iMOW robotic mowers and STIHL lawn mowers containing 500ml STIHL Multiclean, cleaning brush with scraper, 2 microfiber cloths, and transport bag, priced at €41.80.
• Mowing and Trimmer Lines (Mähfäden und Trimmerfäden) Replacement mowing lines and trimmer lines for brushcutters and clearing saws, available in various diameters (1.4mm to 4mm) and forms (round, square, pentagon).
• FSA 50 Battery Trimmer Entry-level battery-powered grass trimmer sold as a single unit without battery and charger.

Quantifiable outcome

• Study shows robotic mowers maintain constant 100% turf density compared to 80% with traditional hand mowers
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Four partnerships are on record, tiered minor and core.

• University of HohenheimminorStrategic or Co-development Partner · 1 May 2020Academic research partnership for the study 'Investigations on the influence of robot mowers on the lawn habitat' conducted by student Maximilian Lang with technical support from STIHL development engineer Jörg Elfner. Study examined biodiversity impacts of robotic mowers vs. traditional mowers.
• WEEE ReturnminorImplementation/ SI/ Consulting PartnerPartnership for responsible disposal of electrical equipment. WEEE Return provides a platform for consumers to register old equipment and find nearby collection points or arrange shipping for disposal, supporting STIHL's compliance with German ElektroG regulations.
• PlancraftcoreTechnology or IntegrationGaLaBau Software Plancraft provides digital project management and business administration solutions for garden and landscape professionals, integrated with STIHL's professional product ecosystem.
• STIHL Workshop ManagercoreTechnology or IntegrationDigital workshop management solution for STIHL dealers and service providers to manage repairs, maintenance, and customer equipment records.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Honda Power Equipment: Honda's outdoor power equipment division covering lawn mowers, ride-on mowers, generators, water pumps, and small engines. Comparable on engine-powered outdoor equipment and the dealer/service model.
• Makita: Japanese global leader in professional power tools with a growing outdoor and gardening range on its LXT battery platform. Competes with STIHL in professional battery tools and increasingly in chainsaws and trimmers.
• Bosch Power Tools / Bosch Garden Tools: Division of Robert Bosch offering a broad portfolio of DIY and professional power tools including a significant outdoor and garden range. Competes with STIHL across consumer battery trimmers, mowers, and leaf blowers.
• DeWalt (Stanley Black & Decker): Professional power tool brand under Stanley Black & Decker with an expanding outdoor range. Overlaps with STIHL in professional cordless platforms for landscaping and construction adjacent segments.

Emerging players

• Greenworks Tools: Pure-play battery outdoor power equipment brand growing rapidly across Europe through retail chains. Competes head-on with STIHL's consumer battery range in mowers, trimmers, blowers, and chainsaws at lower price points.
• EGO Power+ (Chervon): Battery-focused outdoor power equipment brand from Chervon, strong in North America and expanding in Europe. Directly competes with STIHL's ALLPRO and AK battery systems in prosumers and light professional segments.

Regional players

• AL-KO / SOLO Kleinmotoren: German and European regional manufacturer of lawn mowers, robotic mowers, and small engine equipment. Closely comparable on product mix and is a regional competitor in DACH markets where STIHL is strongest.

Direct peers

• Husqvarna Group: Swedish global leader in outdoor power products, chainsaws, and robotic mowers (Automower). Direct overlap with STIHL across chainsaws, lawn mowers, robotic mowers, and professional landscaping equipment in the European market.
• Gardena (Husqvarna Group): European garden tools, irrigation, and robotic mower brand owned by Husqvarna. Comparable on garden shears, trimmers, and robotic mowers sold through European retail and dealer channels.
• Stiga: European manufacturer of lawn mowers, robotic mowers, and garden equipment. Closely comparable product mix in ride-on mowers, robotic mowers, and battery garden tools, competing in the same European dealer channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/stihl
• Facebookfacebook.com/stihl.de
• LinkedInlinkedin.com/company/stihl-vertriebszentrale-ag
• Instagraminstagram.com/stihl.de
• Pinterestde.pinterest.com/stihlde

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 STIHL Vertriebszentrale AG