What Rexel Germany does

Rexel Germany GmbH is the German operating subsidiary of Rexel Group, a French multinational electrical equipment distributor listed on Euronext Paris (ticker: RXL). Headquartered in Kirchheim bei München and operating across Germany with 1,001-5,000 employees, the company functions as an Elektrogroßhandel (electrical wholesale distributor) serving industrial companies, the electrical trade (Elektrohandwerk), facility management firms, and public-sector organisations. Its offering spans three integrated layers: a 500,000+ SKU physical product catalogue across 17 categories (installation, photovoltaics, cables, lighting, switches/sockets, distribution equipment, industrial components, tools, e-mobility, building technology, and household appliances); two private-label sub-brands (Newlec for installation components and BizLine for tool kits); and a growing portfolio of digital products and industrial services including Datanorm-Portal for catalog data exchange, GAEB tendering support, e-invoicing, the pvXpert PV planning tool, Rexel-App, Kanban inventory replenishment, switchgear manufacturing, lighting solutions, industrial PV installations, Smart Building integration, and testing services.

Name

Rexel Germany

Legal name

Rexel Germany GmbH

Website

https://rexel.de

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Rexel Germany GmbH is a German electrical wholesale distributor and subsidiary of Rexel Group, supplying 500,000+ products and digital services to industrial companies, electrical trade firms, facility managers, and public-sector customers via an omnichannel branch and e-commerce model.

Ownership category

akta.pro rank

Headquarters

HQ city

Kirchheim Bei München

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Wholesale Distribution): Revenue from selling electrical products and components to registered B2B customers through physical branches and e-commerce webshop. Products include installation materials, cables, lighting, industrial components, tools, and building technology. Pricing is personalized per customer account.
2. Industrial Services: Value-added services including maintenance, repair, switchgear manufacturing, technical consulting, and PV installation solutions for industrial customers.
3. Digital Services: Subscription-based digital solutions including Datanorm portal, e-rechnung (e-invoicing), and planning tools.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Rexel Germany is a B2B electrical wholesale distributor that supplies products, solutions, and services for industrial customers, the electrical trade, facility management, and public sector clients. The company operates a multi-channel distribution network combining a nationwide branch network with a digital webshop and customer portals, distributing electrical installation materials, cables, lighting, automation, and industrial components, including its own private-label brands Newlec and BizLine.

Product overview

Rexel Germany is a German electrical wholesale company (Elektrogroßhandel) and part of the Rexel Group, serving industrial companies, the electrical trade, facility management, and public-sector organisations. Its offering is a platform of three integrated layers: a physical branch network complemented by a B2B e-commerce webshop (Rexel Germany Webshop), a portfolio of two private-label sub-brands (Newlec for electrical installation components and tools; BizLine for assembled tool kits), and a broad physical product catalogue spanning 17 major categories including Installation (cable routing, fixing, conduits, earthing), Photovoltaik (PV modules, inverters, mounting, batteries, energy storage), Kabel & Leitungen (data, energy, fibre optic, coaxial, high-voltage cables), Lichttechnik (indoor/outdoor luminaires, LED, emergency lighting, control gear), Schalter/Steckdosen/Stecker (sockets, switches, CEE connectors, wireless technology), Verteiler (fuse materials, distribution boards, busbar systems, high-voltage distribution), SAT/Antenne/Telefonie (antennas, LNBs, multiswitches, coaxial connectors), Gebäudetechnik (intercom, KNX/bus systems, alarm, CCTV, access control, UPS), Hausgeräte (white goods across laundry, cooking, refrigeration, HVAC), Industriekomponenten (contactors, sensors, PLCs, pneumatic components), Werkzeuge (measuring, hand tools, power tools, safety equipment), e-Mobility (EV charging stations, cables, accessories), Sanitär/Heizung/Klima (pipes, valves, heat exchangers, radiators, air conditioning), and Bauprodukte (construction fixings, insulation). This physical portfolio is augmented by a suite of digital products and services including the Rexel-App (mobile webshop), e-Vorschriften App (regulations), Datanorm-Portal (B2B data exchange), GAEB support (tendering), eRechnung (e-invoicing), pvXpert (PV planning tool), and Digital Partner; and by industrial services including Kanban inventory management, switchgear planning and manufacturing, lighting solutions, industrial PV installations, Smart Building integration, testing services, WLAN planning, X-Trailer (tool loan), and maintenance software.

Differentiator

Problem solved

Functional benefit

Brands

• Newlec: Own brand for electrical components and cable channels
• BizLine

Products and services

• Rexel Webshop (Online Shop)
• Newlec (Private-Label Brand)
• BizLine (Private-Label Brand)
• Electrical Installation Materials Supply
• Cables and Wires Supply
• Lighting Solutions Supply
• Industrial Services and Energy Solutions

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core, major, flagship and minor.

• Rexel Group (Parent Company)coreOthersParent company - Rexel Group is a global electrical distribution company. Rexel Germany operates as subsidiary 'Ein Unternehmen der Rexel Gruppe'. Group website: www.rexel.com
• Schneider ElectricmajorTechnology or IntegrationFeatured supplier partner with promotional campaigns (Resi9, Acti9 FI/LS circuit breakers). Major brand in product portfolio.
• Newlec (Own Brand)flagshipOEM/ Whitelabel/ Licensing PartnerRexel's own private label brand for electrical installation products including cable channels, antenna accessories, and SAT equipment. Rexel is a company of Rexel Group
• BizLine (Own Brand)flagshipOEM/ Whitelabel/ Licensing PartnerRexel's own brand for tools and tool cases (Werkzeugkoffer/-taschen). Shop-in-shop concept at /shopinshop/bizline-SIS237444659780
• Google (YouTube)minorGTM or Marketing PartnerYouTube channel presence at youtube.com/channel/UCnxv6UD8ltz4olBkIq8EhoA for video marketing
• FacebookminorGTM or Marketing PartnerSocial media presence on Facebook at facebook.com/rexelgermanycentral
• LinkedInminorGTM or Marketing PartnerProfessional networking presence at linkedin.com/company/rexel-germany-gmbh

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• ABB Electrification: ABB manufactures low-voltage products, switches, and distribution equipment that sit inside Rexel Germany's catalogue but also sells through its own channels, representing both a supplier and partial competitive overlap.
• Siemens Smart Infrastructure: Siemens provides electrical distribution, building technology, and industrial automation solutions overlapping Rexel's installation, distribution, and smart-building categories, often supplied via Rexel but with growing direct-to-customer capability.
• Schneider Electric Deutschland: Schneider Electric is a major electrical equipment manufacturer that supplies through Rexel Germany but also sells direct; its portfolio of switches, distribution, and building-automation products overlaps categories where Rexel competes and is pushing its own digital and direct channels.

Others

• Wago Kontakttechnik: Wago supplies connection, interface, and automation products that overlap Rexel's installation and industrial-component categories; it operates as a manufacturer-supplier rather than direct distributor competitor but increasingly engages installers directly through digital tools.
• Phoenix Contact Deutschland: Phoenix Contact provides industrial connection, automation, and surge-protection products overlapping Rexel's industrial components and installation offerings; it is primarily a manufacturer-supplier but competes for share of mind with electrical trade customers.

Direct peers

• HELU (Hegener + Elsner + Ufer) / EDE Elektrofachgroßhandel: HELU is a German electrical wholesale cooperative (part of the EDE group) that competes head-to-head with Rexel Germany for electrical trades and industrial customers with a comparable multi-branch, multi-category electrical product range.
• Sonepar Deutschland: Sonepar's German operations are a direct competitor running an equivalent B2B electrical wholesale model with branch network plus webshop across the same installer, industrial, and facility-management customer base that Rexel Germany serves.
• FEGA & Schmitt Elektrogroßhandel: FEGA & Schmitt is a regional German electrical wholesaler with branches and webshop serving the same electrician and industrial customer base, directly competing on installation, lighting, and cabling categories.
• Würth Elektrogroßhandel: Würth's electrical wholesale division offers overlapping installation, tool, and consumables product ranges to professional trades, leveraging the Würth Group's direct-sales infrastructure to compete against Rexel Germany's branches and field sales.

Emerging players

• Toolnation / tools and industrial supply e-tailers: Online-first specialist distributors in tools and consumables that target the same tradesperson buyers Rexel serves through its Werkzeuge category, representing a price-led digital competitor on a subset of the catalogue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCnxv6UD8ltz4olBkIq8EhoA
• Facebookfacebook.com/rexelgermanycentral
• LinkedInlinkedin.com/company/rexel-germany-gmbh
• Instagraminstagram.com/rexelgermany

Revenue estimate

Valuation estimate

Number of profiles

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 Rexel Germany