Fere e-pood

What Fere e-pood does

Fere e-pood (legal entity Fere OÜ) is a privately held Estonian e-commerce retailer and wholesaler founded in 1992 and headquartered at Laki 7a, Tallinn. The company sells painting materials, hand tools, fasteners, ladders, scaffolding, garden supplies, construction chemistry, and household items through its online storefront fere.ee, with a product assortment spanning roughly ten top-level categories and hundreds of SKUs per sub-category (e.g., 286 household items, 37 brushes/dustpans, 34 street brooms, 18 scaffolds). It also offers a dedicated STORCH PROFI professional paint tools sub-brand for trade-grade buyers.

The underlying platform is a standard e-commerce storefront (inferred to be Magento based on URL structure and store-switching parameters) available in Estonian, English, and Russian. Fulfillment is domestic-only by default — customers can pick up orders free at the Tallinn warehouse, have small packages shipped to Post24 parcel terminals for 2 EUR, or have large items courier-delivered for 6 EUR — while international shipping is coordinated on a per-order basis.

The business model is straightforward retail/wholesale unit pricing: products are listed with VAT-inclusive EUR prices, no subscription tiers, no minimum advertised contracts, and a 14-day return window. The company serves two horizontal customer segments — private DIY consumers and professional tradespeople/contractors — with no named enterprise anchors, no public management roster, no disclosed investors, and no external funding rounds.

Name

Fere e-pood

Legal name

Fere OÜ

Website

https://www.fere.ee

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Hardware and Tools Retail

NAICS

Building Material and Garden Equipment and Supplies Dealers (444), Home Centers (444110)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro industry

PRIMARYCRAIADAB

Tools & Tool Accessories Retail (Hand, Power, Pneumatic)

Consumer Products & Retail/Home & Furniture Retail/Home Improvement & Hardware Retail

SECONDARYCRAIADAC

Fasteners, Nails, Screws & Anchors Retail

Consumer Products & Retail/Home & Furniture Retail/Home Improvement & Hardware Retail

SECONDARYCRAIADAN

Workplace/Jobsite Supplies Retail (Site Consumables, Tarps, Ropes, Chains)

Consumer Products & Retail/Home & Furniture Retail/Home Improvement & Hardware Retail

Keywords

• Hardware retail
• Painting tools
• Scaffolding equipment
• Construction supplies
• Household tools

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Direct retail sales of tools, hardware supplies, and household products through their e-commerce platform. Products are sold at listed prices with VAT included. The company stocks and sells branded products from multiple manufacturers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels2 records

Core offering

Fere e-pood operates an online store and wholesale service for painting materials, hand tools, fasteners, ladders, and scaffolding. The product range spans paint rollers and accessories, brushes, surface preparation and finishing tools, general hand tools, garden supplies, ladders and scaffolding, household items, fastenings, construction chemistry, and the STORCH PROFI professional paint tool sub-brand. Customers can self-serve online, by phone, or by email, with pickup at the Tallinn warehouse or shipping across Estonia.

Product overview

Fere e-pood is an Estonian B2B/B2C e-commerce platform specializing in professional-grade painting, construction, and household tools. The product portfolio includes paint rollers and accessories (mini, mid, wide, and pipe rollers), brushes (flat, round, radiator, wall, floor varnish), surface preparation and finishing tools (putty knives, trowels, sanding materials), general tools (drills, saws, screwdrivers), garden supplies, ladders (stepladders, extension, combination, universal, and scaffolds), household items (brooms, mops, cleaning supplies), fastenings (plugs, screws, nails, anchors), construction chemistry (solvents, adhesives, paints), and the STORCH PROFI professional paint tools sub-brand. The company serves both professional contractors and retail customers through its online store.

Differentiator

Problem solved

Functional benefit

Products and services

• Paint Rollers and Accessories (Värvirullid ja abivahendid, teibid) Paint rollers including mini, mid, and wide rollers, pipe rollers, roller handles and paint trays, design tools, and tapes and covering films for painting and masking work. Sold to private individuals and professional painters through the fere.ee online store.
• Brushes (Pintslid) Brush assortment including flat brushes, round and oval brushes, radiator brushes, wall brushes, floor varnish brushes, small brushes, and brush sets for painting and finishing projects.
• Surface Preparation and Finishing Tools (Pinna ettevalmistus ja viimistlus) Wallpapering tools, putty knives, trowels, traversing rules, spreading boards, dented spreaders, foam guns, caulking guns, paint mixers, buckets, spike rollers, sanding blocks, and sanding materials. New Softgrip putty knives and steel brushes were added on 2025-02-12.
• Hand Tools (Tööriistad) Wire brushes, scrapers, cutters, scissors, measuring and marking tools, tiling tools, masonry/metal/wood drills, drill sets, saw blades and cutting/grinding/diamond discs, power tools, halogen lamps and lights, gas torches and pneumatic tools, chisels, planes, hammers, axes, files, saws, screwdrivers, pliers, metal sheet scissors, wrenches, staplers, riveters, cable ties, clamps, automotive products, and toolboxes.
• Garden Supplies (Aiatarbed) Ropes, hooks, wire, padlocks and latches, gardening tools, watering items, and tarps for garden and outdoor use.
• Ladders and Scaffolding (Redelid) Stepladders, single-section ladders, 2-section extension ladders, 3-section combination ladders, 4-section universal ladders, and scaffolds including Baby steel scaffolding, Genius steel scaffolding, Millenium S aluminum scaffolding modules, Roller Plus L and Roller S aluminum scaffolding, Jolly aluminum scaffolding, and work platforms such as Palco and Up&Down Plus.
• Household Items (Majatarbed) Street brooms, brushes, dustpans, lint rollers, mops, squeegees, buckets, bowls, cloths, kitchen items, ironing supplies, clothes care items, hangers, door mats, waste bins, toilet and bathroom items, thermometers, hygrometers, clocks, and flashlights.
• Fastenings (Kinnitusvahendid) Wood and plastic plugs, hammer fixings, wedges, drywall fixings, insulation fixings, mechanical anchors and concrete screws, screws, nails, and fastenings in blister packaging.
• Construction Chemistry (Ehituskeemia) Solvents, car care products, wood preservatives, corrosion protection, PU foam, adhesives, silicones, aerosol paints, and wood fillers.
• STORCH PROFI Professional Paint Tools (STORCH PROFI värvitööriistad) Professional-grade paint tools under the STORCH PROFI brand, including brushes, mini rollers, paint rollers, and handles, aimed at professional painters and contractors.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Bauhof: Estonian home improvement and tools retailer operating both physical stores and an online storefront. Directly overlaps Fere across paint tools, hand tools, fastenings, and ladders for both DIY consumers and professional contractors in Estonia.
• K-Rauta (Kesko): Baltic home improvement chain owned by Kesko, with Estonian stores and e-commerce. Sells tools, paint accessories, fastenings, ladders, and garden supplies targeting the same DIY and contractor segments as Fere.
• ABC Ehituskauplused: Estonian building materials and tools retailer serving contractors and DIY customers. Overlaps with Fere on hand tools, fastenings, surface preparation products, and construction chemistry in the Estonian market.
• Würth: Global B2B specialist in tools, fastenings, and consumables for trades. Comparable to Fere's professional-grade assortment (fastenings, hand tools, screws, anchors) and contractor-focused wholesale model.
• Toolstation: European online-led retailer specializing in tools, fixings, and building products for trades. Closely aligned with Fere in business model (pure-play online tools/hardware), assortment, and professional trade customer focus.

Broad incumbents

• Bauhaus: European home improvement retailer with Estonian operations. Sells a much broader assortment including lumber, appliances, and decor alongside tools and paint supplies, making it an overlapping but broader competitor.
• Leroy Merlin: European home improvement big-box retailer present in Estonia. Overlaps with Fere on paint tools, hand tools, fastenings, and ladders, but operates at significantly larger scale and broader assortment.
• OBI: European home improvement chain with Estonian locations. Competes in tools, paint accessories, garden, and fastenings categories, though its assortment extends well beyond Fere's specialty focus.

Regional players

• Mano (Pigu): Baltic multi-category e-commerce marketplace active in Estonia, Lithuania, and Latvia. Partial overlap with Fere on household and DIY tools, but broader assortment and marketplace model rather than specialist.

Others

• 1A.ee: Major Estonian general e-commerce retailer selling electronics, household goods, and DIY/home categories. Adjacent ecosystem competitor that absorbs some DIY consumer demand away from specialist tool retailers like Fere.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Fere e-pood