Shop and Roll

What Shop and Roll does

Shop and Roll is a Spanish retail equipment manufacturer specializing in in-store shopping transport solutions — primarily shopping trolleys, wheeled baskets, and hand baskets — sold to supermarkets, DIY stores, and electronics/home retailers across more than 80 countries. The company was formed in December 2022 through the merger of Araven Retail and Grupo OM under the unified Shop&Roll brand, consolidating over 30 years of category experience and more than 100 design and invention registrations, including the patented Compact Loop trolley concept. Headquartered in Villanueva de Gállego (Zaragoza, Spain) with a wholly-owned subsidiary in Tlalnepantla de Baz (Estado de México), the company manufactures using injection-moulding technology and operates sustainability-focused sub-brands Oceanis (products containing up to 25% recycled marine plastic from recovered fishing nets) and VITA by S&R (products with at least 40% post-consumer recycled content reducing carbon footprint by 17%).

The product portfolio spans the Loop range (compact trolleys, wheeled baskets 34L–80L, hand baskets 6L–30L) plus accessories such as dividers, coin holders, advertising frames, baby cradles, and scanner holders. In March 2023, the company launched Loop Connect, an intelligent shopping trolley co-developed with Shoppermotion that integrates emission/capture devices to collect in-store behavior data — customer paths, interaction zones, traffic patterns, and promotional KPIs — marking a move from pure hardware into data-enabled retail analytics. The business model is B2B hardware sales conducted via direct enterprise sales (specialist contact forms, catalogue requests) supplemented by an agent and distributor network; pricing is quote-based with no public list prices. Customer segments are segmented vertically (supermarkets/grocery as primary, plus DIY, electronics/home, specialty retail zones, and international retail chains), and the company holds ISO 9001, ISO 14001, TÜV Rheinland, Ecoembes, and EQA certifications while participating in industry bodies including AECOC, POPAI, and the UN Global Compact.

Name

Shop and Roll

Legal name

SHOP AND ROLL ESPAÑA, SL

Website

https://shopandroll.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Shop and Roll is a Spanish manufacturer of shopping trolleys, wheeled baskets, and hand baskets for supermarkets and retail chains worldwide. Operating in 80+ countries with sustainability-focused product lines and smart data-collecting trolley technology, the company serves enterprise retail clients via direct sales and distributor networks.

Ownership category

akta.pro rank

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Shopping Trolley Sales: Sale of supermarket trolleys including Compact Loop, Loop Kids, Loop Double, and high-capacity models (100L to 210L). Sold directly to retail establishments with custom branding options.
2. Wheeled Basket Sales: Sale of wheeled shopping baskets in capacities from 34L to 80L, including standard and recycled Oceanis versions.
3. Hand Basket Sales: Sale of supermarket hand baskets in various capacities (6L to 30L) with options for one or two handles, multiple colors, and custom branding.
4. Accessories and Add-ons: Sale of complementary accessories including inner dividers, multipurpose baskets, coin holders, advertising frames, baby cradles, safety belts, drink holders, phone holders, wheel covers, basket holders, scanner holders, and release keys.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Shop and Roll manufactures and sells in-store shopping transport equipment for retail establishments, including compact Loop trolleys, wheeled shopping baskets, and hand baskets in various capacities. The product range spans sustainable sub-brands (Oceanis from recycled ocean plastic, VITA by S&R from post-consumer recycled materials) and the Loop Connect smart trolley with integrated data capture for shopper behavior analytics. Products are sold directly to retail chains (supermarkets, DIY, electronics, specialty retail) with customization and branding options.

Product overview

Shop and Roll is a specialized retail equipment brand focused on in-store shopping transport solutions, offering a comprehensive portfolio of products across four main categories: shopping trolleys (Compact Loop range with patented perimeter handle and efficient nesting), wheeled shopping baskets (34L–80L with anti-theft systems), and hand baskets (6L–30L, customizable). The portfolio spans three sub-brands: Oceanis (made from recycled ocean plastic), VITA by S&R (at least 40% recycled content), and Loop Connect (intelligent data-collecting trolley). Accessories include inner dividers, multipurpose baskets, coin holders, advertising frames, baby cradles, child safety belts, drink and phone holders, wheel covers, basket holders, Shophie holders, release keys, and scanner holders. The company also offers visual merchandising and point-of-sale communication solutions following the 2022 merger of Araven Retail and Grupo OM.

Differentiator

Problem solved

Functional benefit

Brands

• VITA by S&R: Sustainable line of shopping trolleys and baskets made with at least 40% post-consumer recycled material, designed for supermarkets and points of sale committed to the circular economy.
• Oceanis
• Loop Connect
• Compact Loop

Products and services

• Compact Loop Trolleys Compact, lightweight, and functional shopping trolleys in the Loop range designed to optimize in-store space, improve mobility, and offer maximum comfort. Patented perimeter handle, comfortable handling, and efficient nesting. Includes models for kids, double-deck, bottom tray, and high-capacity variants (100L–210L).
• Wheeled Shopping Baskets Practical, comfortable, and versatile wheeled shopping baskets for supermarkets and retail establishments, ranging from 34L to 80L capacity. Feature anti-theft systems, easy stacking, high maneuverability, and ergonomic design.
• Hand Baskets Lightweight, durable, and functional hand baskets in capacities from 6L to 30L, with one or two handles. Available in various colors, customizable with logos, and suitable for convenience stores, perfumery, bio, gourmet, food, DIY, and parapharmacy zones.
• Oceanis Sustainable Product Line Sustainable shopping trolleys, wheeled baskets, and hand baskets made from up to 25% recycled ocean plastic (fishing nets and gear), offering the same technical and mechanical performance as the standard range with reduced energy consumption and CO2 emissions.
• VITA by S&R Sustainable product line of shopping trolleys and baskets made with at least 40% post-consumer recycled material, designed for supermarkets and points of sale committed to the circular economy. Reduces carbon footprint by 17% while maintaining quality and performance.
• Loop Connect Smart Trolley Intelligent shopping trolley with integrated emission and capture devices that collect in-store shopping behavior data. Adapts to the entire Loop in-store transport range and provides insights on customer paths, interaction zones, traffic patterns, and promotional KPI monitoring. Co-developed with Shoppermotion.
• Shopping Equipment Accessories Practical and functional add-ons for trolleys and baskets including inner dividers, multipurpose baskets, coin holders, advertising frames, baby cradles, child safety belts, drink holders, phone holders, wheel covers, basket holders, Shophie holders, release keys, and scanner holders.

Quantifiable outcome

• Up to 14% sales increase through improved shopping experience
• +4 more outcomes

Named customers3 records

Segments5 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

AI capability3 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• ShoppermotioncoreTechnology or Integration · 1 March 2023Co-development partnership with Shoppermotion, a leading company in shopper behavior analysis, to create Loop Connect smart trolley with data collection capabilities. Shoppermotion provided the information technology expertise to enable the trolley to track customer shopping patterns, interaction zones, traffic levels, and promotional performance.
• Universidad de ZaragozaminorStrategic or Co-development PartnerAcademic collaboration with Universidad de Zaragoza for research and development initiatives, part of broader university partnership program.
• POPAI (Global Marketing at Retail Association)minorStrategic or Co-development PartnerMembership in POPAI, the global marketing at retail association, demonstrating commitment to retail industry standards and best practices.
• ITAINNOVA / Instituto Universitario de Investigación en Ingeniería de AragónminorStrategic or Co-development PartnerResearch partnership with University Institute of Research in Aragon Engineering for advanced engineering development.
• AECOCminorStrategic or Co-development PartnerMembership in AECOC, the major Spanish commerce and technology association, for industry collaboration and standards development.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Caddie: Caddie is a French shopping trolley and retail equipment manufacturer with a long European heritage. Comparable to Shop and Roll across trolley and basket product lines, serving grocery and specialty retailers with similar customization and branding options.
• Sambo: Sambo is a South Korean manufacturer of shopping trolleys, baskets, and retail fixtures with global distribution. Directly comparable to Shop and Roll on core trolley/basket hardware and on enterprise sales to supermarket and department store chains.
• Unarco Industries: Unarco is one of the largest North American manufacturers of shopping carts and related retail material handling equipment. Closely comparable to Shop and Roll on product category, target customer (grocery and mass retail), and B2B distribution model.
• Wanzl Asset Tracking & Retail Solutions: Wanzl's retail solutions division (including connected trolley and asset tracking products) directly competes with Shop and Roll's Loop Connect smart trolley initiative. Comparable in offering data-capture hardware to retail customers for in-store behavioral analytics.
• Röder Zeltsysteme und Container: Röder is a European-based manufacturer with shopping trolley and basket product lines. Comparable to Shop and Roll on core product categories and supermarket/DIY customer base across Europe.
• Arteixo Shopping Trolleys: Arteixo is a Spanish shopping trolley and basket manufacturer with comparable product portfolio and customer segments (supermarkets, DIY) in Spain and Europe. Direct domestic competitor to Shop and Roll with overlapping product range.
• Wanzl: Wanzl is the world's largest manufacturer of shopping trolleys, baskets, and retail material handling equipment, headquartered in Germany. It is the most direct competitor to Shop and Roll, offering overlapping product categories (trolleys, baskets, accessories) to the same supermarket and DIY retail customer base globally.
• Pollet Pool Group: Pollet is a Belgian manufacturer of cleaning and retail material handling equipment including shopping trolleys and baskets. Comparable to Shop and Roll on product category, B2B supermarket/DIY customer focus, and European manufacturing footprint.

Emerging players

• Ses-Imagotag: Ses-Imagotag is a European leader in electronic shelf labels and in-store digital retail infrastructure. Comparable to Shop and Roll's Loop Connect initiative as an adjacent in-store data/connectivity platform serving the same supermarket customers, though focused on shelf-edge digital rather than trolley-collected analytics.

Broad incumbents

• Cefla Shopfitting: Cefla is an Italian industrial group with a shopfitting and retail equipment division serving supermarkets and specialty retailers. Broader than Shop and Roll (lighting, refrigeration, shelving) but overlapping in retail equipment supply to supermarket chains across Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/shopandroll
• Facebookfacebook.com/shopandroll
• LinkedInlinkedin.com/company/about
• Instagraminstagram.com/shopandroll

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Shop and Roll