Birner

What Birner does

Birner Gesellschaft m.b.H., headquartered in Vienna and founded in 1931, is a privately held Austrian family-owned automotive aftermarket distributor and retailer. The company supplies more than 600,000 articles across automotive spare parts and accessories, motorcycle parts and accessories, workshop equipment, and industrial solutions (hydraulics, filtration, bearings, gas springs). It is the only Austrian automotive parts wholesaler with branch coverage in all nine federal states, operating 27 physical branches served by up to five daily deliveries from a central warehouse in Perchtoldsdorf.

The company's revenue is generated primarily through one-time product sales to professional automotive and motorcycle workshops, with secondary streams in workshop equipment (sale and rental of diagnostic devices, lifting platforms, climate stations, pipe configuration machines), industrial component distribution, and paid professional services via the Birner Akademie training platform. Customer-facing technology comprises the Birner 360 online portal and Palme Cockpit ordering system for B2B customers, supplemented by OEM-branded software bundles (TecRMI, HaynesPro, ALLDATA Repair, BeraCom, MOTIONDATA, WERBAS) and the Birner Technik Hotline. Authorized workshop concepts (ad AUTO DIENST, AUTO MOBIL Meisterwerkstatt, AUTOFIT, Bosch Car Service) extend the model into franchise-style partner networks.

Birner's go-to-market is a dense domestic branch-led B2B channel with personal customer advisors at each branch, complemented by email/newsletter marketing, the corporate website as catalog and information hub, and co-marketing with manufacturer partners (OSRAM, Brembo, Gates, Bosch). There is no disclosed AI/ML capability, no public revenue figure, no external funding, and no M&A history; the company operates as an independent Austrian Familienbetrieb led by Managing Director Franz Lettner.

Name

Birner

Legal name

Birner Gesellschaft m.b.H.

Website

https://birner.at

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Birner Gesellschaft m.b.H. is Austria's leading automotive aftermarket distributor, supplying 600,000+ automotive, motorcycle, workshop equipment, and industrial articles through 27 branches across all nine Austrian states to professional workshops and industrial customers.

Ownership category

akta.pro rank

Product category

Automotive Parts Distribution (Aftermarket)

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (423120), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)

akta.pro secondary industry

Automotive, Tools & Industrial Supplies (B2B) (CRAEAEAH)

Keywords

• Automotive parts distribution
• Workshop equipment supply
• Motorcycle parts wholesale
• Industrial hydraulics components
• Automotive aftermarket training

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices26 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Automotive Parts and Accessories Sales: Sale of auto spare parts, motorcycle parts, and accessories across 600,000+ SKUs through branch network and online ordering. Revenue generated from the margin on product sales to professional workshops and end consumers.
2. Workshop Equipment Sales: Sale and rental of workshop equipment including diagnostic devices, tool chests, climate stations, lifting platforms, and motorbike lifts to professional workshops.
3. Industrial Solutions Sales: Sale of industrial components including hydraulic systems, bearings, filtration, and gas springs to industrial customers.
4. Training and Education Services (Birner Akademie): The Birner Akademie provides paid training sessions and certifications for workshops and automotive professionals, covering topics such as EV/hybrid, climate systems, bodywork, electronics, and business management. Training is delivered both online and in-person at branches across Austria.
5. Equipment Rental (Pipe Configuration): Rental of pipe configuration machines including Walform Plus, Stauff Form Evo, and GS Hydro Flarepower 60 machines for industrial customers requiring hydraulic pipe work.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Birner distributes automotive spare parts, motorcycle parts, workshop equipment, and industrial components (hydraulics, bearings, filtration, gas springs) through 27 branches across Austria and the Birner 360 online customer portal. It complements parts distribution with the Birner Akademie training platform and resells industry software (TecRMI, HaynesPro, ALLDATA, BeraCom, MOTIONDATA, WERBAS) for vehicle repair data and workshop management. The company offers over 600,000 articles from brands such as Bosch, Brembo, Gates, MANN+HUMMEL, DANFOSS, STAUFF, TIMKEN, STABILUS, OSRAM, and SKF.

Product overview

Birner is Austria's leading automotive aftermarket distributor offering over 600,000 articles across auto parts, motorcycle parts, workshop equipment, and e-mobility solutions. The portfolio includes core distribution products supplemented by workshop service concepts (ad AUTO DIENST, AUTO MOBIL Meisterwerkstatt, AUTOFIT, Bosch Car Service), the Birner Akademie training platform, and industry software solutions (TecRMI, HaynesPro, ALLDATA Repair, BeraCom, MOTIONDATA, WERBAS). Birner also distributes industrial products including MANN+HUMMEL filtration, DANFOSS and STAUFF hydraulics, TIMKEN bearings, STABILUS gas springs, and complementary automotive brands like Brembo, Gates, OSRAM, Bosch, JRONE, and Liqui Moly for motorcycles. With branches in all nine Austrian states since 1931, Birner serves professional workshops and industrial customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Automotive Spare Parts and Accessories (Auto Kfz-Ersatzteile und Autozubehör) Complete range of automotive spare parts and accessories including motor & clutches, suspension & brakes, cooling & climate, exhaust systems, body & auto glass, electrical & electronics, and chemical accessories. Over 600,000 articles available across 27 branches in Austria. Targeted primarily at professional automotive workshops and end consumers.
• Motorcycle Parts and Accessories (Motorrad Verschleißteile und Zubehör) Motorcycle parts and accessories including filters & clutches, drive & brakes, electrical, accessories, care & oils, and suspension components in certified OE quality. Targeted at motorcycle workshops and dealers.
• Workshop Equipment (Werkstattausrüstung) Workshop equipment including diagnostic devices, testing technology, tools, climate stations for automotive workshops, and motorcycle-specific equipment such as motorcycle lifts and hoists. Targeted at automotive workshops and service centers investing in or upgrading equipment.
• E-Mobility Solutions (E-Mobilität) Electric mobility solutions for workshops transitioning to EV service, including training, occupational safety, workshop equipment, and charging technology. Targeted at automotive workshops adapting to EV/hybrid service.
• Industrial Hydraulics and Components (Industrie / Hydraulik) Industrial components including hydraulic systems (DANFOSS, STAUFF, UNIFLEX, VOLZ), low-pressure solutions (COHLINE, GATES, BRAKEQUIP), bearings (TIMKEN), and industrial filtration (EATON Internormen, MANN+HUMMEL, STAUFF). Targeted at industrial customers in manufacturing, construction, agriculture, and machinery.
• Pipe Configuration Machine Rental (Rohrkonfektionierung) Rental of pipe configuration machines including Walform Plus, Stauff Form Evo, and GS Hydro Flarepower 60 flanging machines, plus mobile bending machines. Targeted at industrial customers requiring hydraulic pipe work.
• Birner Akademie Training Platform Paid training sessions and certifications for workshops and automotive professionals covering EV/hybrid safety, climate systems certification (M2/M3), bodywork, electronics, DSG transmissions, and business management. Delivered online and in-person at branches across Austria. Targeted at professional mechanics and workshop staff.
• Workshop Concept Partnerships (ad AUTO DIENST, AUTO MOBIL Meisterwerkstatt, AUTOFIT, Bosch Car Service, ORIGINALTEILE) Workshop concept partnership programs offering brand support, technical training, equipment standards, and business concepts for independent auto repair shops. Includes ad AUTO DIENST, AUTO MOBIL Meisterwerkstatt, AUTOFIT KFZ-Werkstatt, Bosch Car Service, and ORIGINALTEILE. Targeted at independent automotive repair shop owners.
• Vehicle Repair Data Services (TecRMI, HaynesPro, ALLDATA Repair) Vehicle and repair data services providing technical information, inspection data, repair manuals, technical data, diagnostic trouble codes, and workshop management integration. Delivered through the Birner Technik Hotline and Birner web catalog with TecRMI Car Pro integration. Targeted at professional automotive workshops.
• Workshop Management Software (BeraCom, MOTIONDATA, WERBAS, EUROTAX, globesystems, easyWerkstatt) Industry-specific software solutions for automotive parts distribution and workshop management, including BeraCom, MOTIONDATA, WERBAS, EUROTAX, globesystems, and easyWerkstatt. Targeted at automotive trade and workshop operations.

Quantifiable outcome

• More than 600,000 articles available across all Austrian branches
• +1 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• MANN+HUMMELcoreChannel Partner/ Reseller/ DistributorBirner distributes the full MANN+HUMMEL filtration range including air filters, liquid filters, and compressor/vacuum pump filters under the MANN-FILTER brand. Products include OE-quality air filters with up to 99.5% separation efficiency, liquid filters for oils and hydraulics, and specialized compressor filters. Birner highlights MANN+HUMMEL's sustainability efforts including increased use of recycled fibers in filter media.
• OSRAMminorGTM or Marketing PartnerCo-marketing partnership for an OSRAM vignette promotion. When customers purchase OSRAM lamps worth €1,100, they receive a free digital annual vignette for Austrian highways. OSRAM is described as the world market leader for automotive lighting and innovation leader in LED solutions.
• BrembocoreGTM or Marketing PartnerExclusive partnership offering 5-year warranty on Brembo brake discs and pads when both components are replaced together. Brembo is described as the Italian specialist for brakes, known for highest quality, innovation, and safety in motorsport and automotive aftermarket. This is an exclusive premium partnership — the 5-year warranty is exclusive to Birner in Austria.
• GatescoreGTM or Marketing PartnerGates is positioned as a key partner for auxiliary belt drive system (ABDS) maintenance education. Birner publishes technical articles and guides on ABDS maintenance using Gates products (Micro-V belts, tensioners, pulleys, water pumps, generator decoupler pulleys). Gates products are available at Birner branches.
• JRONEminorChannel Partner/ Reseller/ DistributorJRONE (a brand of Easyland) is a new supplier added to Birner's product range. JRONE turbochargers offer an unbeatable price-performance ratio. They are delivered as First Fit packages including all mounting material. 54 articles are already available. JRONE has sold in over 100 countries globally and holds over 119 patents for national inventions and utility models.
• DANFOSScoreChannel Partner/ Reseller/ DistributorBirner distributes the full DANFOSS hydraulic product range including Aeroquip, Waltech, Hansen-Gromelle, Synflex, Everflex, Vickers, Char-Lynn, Industrial Hose, and Data Center Liquid Cooling products. Also distributes DANFOSS adapters and low-pressure industrial hoses.
• STAUFFcoreChannel Partner/ Reseller/ DistributorBirner distributes the full STAUFF product range including clamps, test connections, flanges, valves and ball valves, hydraulic accessories, diagnostics, STAUFF Connect, pipe processing systems, filtration technology, VOSWINKEL, HiClean, and machine tools.
• TIMKENcoreChannel Partner/ Reseller/ DistributorBirner distributes the full TIMKEN bearing range including tapered roller bearings, deep groove ball bearings, housing bearings, SNT pillow blocks, spherical roller bearings, cylindrical roller bearings, QUICK-FLEX couplings, FAFNIR super-precision bearings, and R+L hydraulics.
• STABILUScoreChannel Partner/ Reseller/ DistributorBirner distributes STABILUS gas springs and hydraulic vibration dampers including LIFT-O-MAT, BLOC-O-LIFT, STAB-O-SHOC, STAB-O-MAT, and Powerise products for industrial and automotive applications.
• EATON InternormenminorChannel Partner/ Reseller/ DistributorBirner distributes EATON Internormen industrial filtration products.
• EVALUS GmbHcoreStrategic or Co-development PartnerEVALUS is a training partner for the Birner Akademie, providing HV2 (high-voltage) safety training for working on electric and hybrid vehicles. EVALUS is described as a specialist in occupational safety and health protection. Data is shared with EVALUS for training delivery and certificate issuance.
• Infopro Digital GmbHminorStrategic or Co-development PartnerTraining partner for the Birner Akademie providing HaynesPro WorkshopData software training sessions for professional mechanics. HaynesPro provides technical information solutions for vehicle maintenance and repair.
• LAMMY & PartneR PartGminorStrategic or Co-development PartnerTraining partner for the Birner Akademie providing climate system certification training (M2/M3) according to EU Regulation 2025/1893 for mobile air conditioning and heat pumps.
• BoschcoreChannel Partner/ Reseller/ DistributorBirner distributes Bosch automotive products including brake systems, filters, and provides access to Bosch Car Service workshop concept. Bosch is highlighted for its complete product range, rapid availability from the Karlsruhe warehouse, and 90% coverage of electric and hybrid vehicles.
• Liqui MolyminorChannel Partner/ Reseller/ DistributorBirner distributes the complete Liqui Moly Motorbike product range including engine oils, additives, transmission oils, air filter oils, fork oils, chain cleaners, chain oils, and care products. Liqui Moly is noted for its comprehensive two-wheel chemistry program with 40 new products.
• SKFcoreChannel Partner/ Reseller/ DistributorBirner distributes SKF automotive products including wheel bearings, as featured in price reduction campaigns. SKF is highlighted for quality and reliability in automotive components.
• MonroeminorChannel Partner/ Reseller/ DistributorBirner distributes Monroe shock absorbers. Monroe Dämpfer (shock absorbers) are featured in Birner's price reduction campaign supporting affordable mobility.
• TecAlliancecoreTechnology or IntegrationBirner provides TecRMI (TecAlliance) vehicle repair data through its Birner Technik Hotline, giving workshops access to technical repair information. Also integrates TecRMI Car Pro into the Birner web catalog for efficient repair data lookup.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• RHIAG Group: Swiss-headquartered automotive parts distributor serving workshops across multiple European countries with a comparable B2B branch + portal model. Closest geographic and structural analog to Birner, including industrial components distribution.
• WM SE (formerly Wessels+Müller): German automotive parts distributor and part of Alliance Automotive Group, operating a dense branch network serving professional workshops — same core B2B workshop supply proposition as Birner.
• Stahlgruber (LKQ Europe): One of Germany's largest automotive parts wholesalers, now part of LKQ Europe. Directly comparable multi-branch, multi-daily-delivery B2B distribution model with workshop software/training support.

Broad incumbents

• LKQ Corporation: Global aftermarket parts distributor with deep European operations (including Stahlgruber and Euro Car Parts). Operates at vastly greater scale but shares the same B2B workshop supply model.
• GroupAuto: International cooperative of independent automotive parts distributors serving workshops across multiple European markets. Comparable B2B workshop supply model, organized as a federation of regional distributors.
• Würth Group: Global leader in workshop supplies, tools, and fasteners with a direct-sales branch model. Adjacent to Birner in tools/workshop equipment but with a far broader product portfolio.
• Alliance Automotive Group: Pan-European aftermarket parts distribution platform owned by Genuine Parts Company. Broader geographic and portfolio scope than Birner but overlapping product categories and workshop customer base.

Regional players

• FPS Distribution: UK-based automotive parts distributor to independent workshops, owned by Uni-Select. Similar B2B branch-and-van model as Birner, but operating in the UK rather than DACH.
• AD International: Cooperative of European automotive parts distributors including German AD member organizations. Compares to Birner through shared B2B workshop supply DNA, but organized as a federation rather than a single vertically-integrated distributor.

Emerging players

• Hella Gutmann Solutions: Provider of diagnostic devices, workshop data, and calibration equipment. Adjacent to Birner's workshop equipment and TecRMI/HaynesPro software offerings, with deeper specialization in diagnostics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BirnerAutobedarf
• LinkedInlinkedin.com/company/birner-kfz-und-industriebedarf

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 Birner