Willi Stober GmbH & Co. KG Eisengroßhandlung

What Willi Stober GmbH & Co. KG Eisengroßhandlung does

Willi Stober GmbH & Co. KG Eisengroßhandlung (brand: STOBER) is a family-owned German construction trade wholesaler founded in 1948 and headquartered in Karlsruhe-Neureut, with additional sales offices in Stuttgart and a third Baden-Württemberg location. The company operates a multi-category B2B wholesale and retail model serving professional tradespeople (Bauhandwerk), municipalities, and industrial clients across six main product categories: tools and machines, sanitary/heating/installation, work safety, fittings and security technology, building elements, and fastening technology. STOBER holds 65,000+ articles in physical stock and offers more than 1 million articles through its online shop (shop.stober-online.de), supported by telephone sales, physical specialist markets, and bathroom and building-elements showrooms.

The business runs an eBusiness platform with ERP-based inventory management, a PIM system for article master data, and a 24/7 myRENZbox parcel pickup service. Customer and partner communication is enabled through WhatsApp Business. Underlying procurement is supplied through manufacturer partnerships with major brands including Bosch, Viega, Hettich, Hörmann, Dorma, and Velux. The company holds a 2024 Sustainability Certification and maintains multi-generational family governance, with Timo Stober and Marco Geörger serving as Managing Directors via Günther Stober GmbH.

Revenue is generated primarily through one-time wholesale and retail product sales across the six categories, with no disclosed public pricing, subscription, or recurring revenue model. Distribution combines a regional physical specialist market footprint, inside sales (Innendienst), e-commerce, and showroom-based consultation. The customer base is diversified across professional tradespeople, municipal buyers, and industry, with no disclosed anchor accounts. Total headcount is approximately 170-180 employees across the three locations, and the company is privately held as a GmbH & Co. KG with no external institutional investors, funding rounds, or M&A activity disclosed.

Name

Willi Stober GmbH & Co. KG Eisengroßhandlung

Legal name

Willi Stober GmbH & Co. KG

Website

https://stober-online.de

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

11–50 employees

Short description

Family-owned German construction trade wholesaler (STOBER) founded 1948, headquartered in Karlsruhe, serving professional tradespeople, municipalities, and industry in Baden-Württemberg with 65,000+ stocked and 1M+ online SKUs across six product categories, and approximately 170-180 employees.

Ownership category

akta.pro rank

Headquarters

HQ city

Karlsruhe-Neureut

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Building Materials Sales: Traditional B2B wholesale of building materials including tools, machines, sanitary/heating/installation products, work safety equipment, security technology, building elements, and fastening technology. Revenue generated through product sales with inventory of 65,000+ articles in stock.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Willi Stober GmbH & Co. KG is a family-owned specialist wholesale distributor for the construction trade, selling more than 65,000 articles in stock and over 1 million articles through its online shop across six product categories: tools & machines, sanitary/heating/installation, work safety, fittings & security technology, building elements, and fastening technology. The company serves professional tradespeople, municipalities, and industry customers through three physical locations in Baden-Württemberg, telephone sales, an online shop, and complementary services including a 24/7 parcel pickup (myRENZbox) and access protection (Zufahrtschutz).

Product overview

STOBER is a family-owned wholesale trade company offering a unified multi-category product portfolio for professional tradespeople in the construction industry. The core offering spans six main product categories (Tools & Machines, Sanitary/Heating/Installation, Work Safety, Fittings & Security Technology, Building Elements, and Fastening Technology) with over 65,000 items in stock and over 1 million items available through their online shop. The company also provides complementary services including an Industrieservice (eBusiness services), Zufahrtschutz (access protection for events), and a 24/7 myRENZbox parcel pickup service. Their online shop (shop.stober-online.de) enables e-commerce ordering, while their physical locations offer exhibitions for bathrooms, doors, gates, and windows.

Differentiator

Problem solved

Functional benefit

Products and services

• Werkzeuge & Maschinen (Tools & Machines) Electrical tools, operational supplies, and workshop equipment for professional tradespeople in the construction trade.
• Sanitär Heizung Installation (Sanitary, Heating & Installation) Bathroom installations, heating systems, and water and wastewater systems for trade and construction customers.
• Arbeitsschutz (Work Safety) Work clothing, hand protection, skin protection, head protection, respiratory protection, foot protection, and fall protection equipment for professional tradespeople.
• Beschläge & Sicherheitstechnik (Fittings & Security Technology) Fittings, locking systems, door automation, and mailbox systems for trade, commercial, and residential projects.
• Bauelemente (Building Elements) Windows, doors, functional doors, industrial gates, and fence systems for construction and property projects.
• Befestigungstechnik (Fastening Technology) Anchor technology, screws, and construction chemicals for trade and construction applications.
• STOBER Industrieservice eBusiness-based service providing close customer proximity for industrial clients, including dedicated procurement and consultation for industrial supply needs.
• Zufahrtschutz (Access Protection) Individual access control and protection concepts designed for different events and locations.
• myRENZbox Abholservice (24/7 Parcel Pickup) 24/7 self-service parcel pickup allowing customers to collect ordered packages at any time using a personal pickup code.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• Various Building Material ManufacturerscoreTechnology or IntegrationPartnerships with manufacturers including Bosch (power tools), Viega (installation systems), Hettich (fittings), Hörmann (garage doors and house doors), Dorma (glass doors), Velux (roof windows), and others. These manufacturer partners supply the extensive product range offered through STOBER's wholesale operations.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• BayWa AG: Diversified German trading group with a Building Materials segment distributing construction supplies to trade and retail customers. Competes with STOBER in building materials wholesale at a larger, multi-region scale across multiple product categories.
• Hilti AG: Global tool manufacturer with a direct-to-tradesperson sales model that competes with STOBER's Werkzeuge & Maschinen category. Comparable as a construction trade supplier but operates via owned direct sales rather than third-party wholesale distribution.

Direct peers

• Adolf Würth GmbH & Co. KG: Germany's largest family-owned construction trade wholesaler, supplying tools, fastening technology, and a broad product range to professional tradespeople through both direct sales and physical outlets. Directly comparable to STOBER in core customer (Bauhandwerk), product breadth (multi-category construction supplies), and sales model (sales-led with technical consultation).
• EUROBAUSTOFF Handelsgesellschaft mbH & Co. KG: Central purchasing cooperative and marketing organization for independent German building materials and construction trade wholesalers. Directly comparable as a competing channel for Bauhandwerk customers across tools, building elements, sanitary, and fastening categories.
• Reisser Schraubentechnik GmbH: German specialist wholesaler and manufacturer of fastening technology (screws, anchors, construction chemicals). A focused competitor in STOBER's Befestigungstechnik category and a comparable regional trade-counter model.
• GC-Gruppe (GC Partners): Cooperative of German sanitary, heating, and plumbing wholesalers serving professional installers with branch-based distribution and technical consulting. Closely mirrors STOBER's Sanitär/Heizung/Installation category and Bauhandwerk customer base, with overlapping product breadth and regional coverage.

Others

• Sonepar Deutschland GmbH: German arm of the global electrical wholesale distribution group, serving electrical installers and contractors. Adjacent rather than direct—shares the trade-counter distribution model and Bauhandwerk customer base but focuses on electrotechnical products.

Regional players

• Hornbach Holding AG & Co. KGaA: Germany-based DIY and professional building materials retailer with large-format stores carrying many of the same categories (tools, sanitary, building elements, fastening). Overlaps STOBER's assortment but addresses DIY/semi-pro consumers via a different channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/willi-stober-gmbh-&-co.-kg-eisengro%C3%9Fhandlung

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Willi Stober GmbH & Co. KG Eisengroßhandlung