Latakko – Nordic Tyre Group

What Latakko – Nordic Tyre Group does

Latakko is a wholesale distributor of tyres and wheels headquartered in Riga, Latvia, founded in 1994 and operating as a subsidiary of Nordic Tyre Group since 2021. The company serves B2B customers — primarily tyre retailers, automotive workshops, and fleet operators — across three Baltic states (Latvia, Lithuania, Estonia) through three legal entities (SIA Latakko, UAB Latakko, OÜ Latakko), and supplements wholesale with a retail store network targeting end-consumer drivers. Annual sales exceed 1,150,000 tyres with a turnover above €100M, supported by 100+ employees with an average tenure of 6+ years.

The company's core infrastructure is a 45,000 m² warehouse — described as the largest of its kind in Northern Europe, expanded in 2022 — holding 600,000+ units across 20,000+ SKUs and 60+ globally recognized tyre brands. Operational capabilities include an in-house studding center for winter tyre preparation and a precision item-tracking system for inventory accuracy. These assets collectively support just-in-time distribution to a fragmented, long-tail customer base across the Baltic region.

The business model is volume-driven B2B wholesale distribution of commodity and premium tyre brands, augmented by a downstream retail channel and value-added services such as studding. Revenue mechanics rely on unit margin across high SKU variety rather than enterprise contracts, and the 2025 rebrand under Nordic Tyre Group signals a consolidation of corporate identity ahead of potential geographic or service-line expansion beyond the current tri-Baltic footprint.

Name

Latakko – Nordic Tyre Group

Legal name

SIA Latakko

Website

https://latakko.eu

Company type

Private

Founded year

1994

Operating status

Operating

Short description

Latakko is a Riga-based wholesale distributor of tyres and wheels, serving tyre retailers, workshops, fleet operators, and end consumers across Latvia, Lithuania, and Estonia via 60+ global brands and a 45,000 m² regional warehouse.

Ownership category

akta.pro rank

Product category

Tyre and Wheel Wholesale Distribution

NAICS

Tire and Tube Merchant Wholesalers (42313), Tire and Tube Merchant Wholesalers (423130), Tire Dealers (44134), Tire Dealers (441340)

SIC

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

akta.pro primary industry

Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH)

Keywords

• Tyre wholesale distribution
• Wheel distribution
• Automotive parts logistics
• Tyre warehousing services
• B2B tyre supply

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Tyre and Wheel Wholesale Distribution: Latakko operates as a wholesale distributor of tyres and wheels, selling and delivering approximately 1,150,000 tyres annually to drivers, workshops, and retail partners across the Baltic region. The company distributes a broad assortment of over 60 internationally recognized tyre and wheel brands across all price segments from premium to budget class.
2. Retail Store Operations: Latakko maintains a retail store network established starting in 2008, bringing quality tyre products closer to end customers and workshops throughout the Baltic region.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Latakko – Nordic Tyre Group is a wholesale distributor of tyres and wheels, operating the largest tyre warehouse in Northern Europe (45,000 m² in Riga) and selling over 1.15 million tyres per year across the Baltic and Nordic region. The company distributes more than 60 globally recognized tyre and wheel brands across all price segments from premium to budget, serving tyre retailers, automotive workshops, fleet operators, and end consumers through a partner network and retail stores.

Product overview

Latakko – Nordic Tyre Group is a B2B tire and wheel distribution company serving the Baltic and Nordic regions. The company operates as a unified platform combining four core product categories: Passenger Car Tyres (PCR), Truck and Bus Tyres (TBR), Motorcycle Tyres, and Wheels. These core offerings are complemented by integrated services including warehouse and logistics operations (with the largest tire warehouse in Northern Europe at 45,000 m²), marketing support services, and in-house studding services. The company distributes over 60 globally recognized tire brands (including Michelin, Continental, Goodyear, Pirelli, Yokohama, Hankook, Kumho, Sailun, and many others) and multiple wheel brands (such as Sparco, OZ Racing, MOMO, Borbet, Brock, and CMS) across all price segments from premium to budget. Additional value-added services include the Tyre Academy training program and partnership programs for retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• Passenger Car Tyres (PCR) Curated selection of passenger car tyre brands covering premium to budget segments, with 70% sourced from the top 20 global manufacturers. The range emphasizes performance, durability, safety, and comfort for passenger vehicle drivers and workshops across the Baltic and Nordic region.
• Truck and Bus Tyres (TBR) Commercial truck and bus tyres across all price segments, including highway tyres for fuel efficiency, regional tyres for high mileage, and urban bus tyres for stop-and-go conditions. Distributed to commercial fleet operators and workshops across the Baltic and Nordic region.
• Motorcycle and ATV Tyres High-quality motorcycle and ATV tyres delivering traction, stability, and durability across diverse terrains for both road and off-road riding. Available to individual riders, enthusiasts, and motorcycle retailers across the Baltic and Nordic region.
• Wheels Broad selection of passenger car and commercial vehicle wheels from European manufacturers, including steel and alloy wheels in various sizes, designs, and price categories. Distributed to retailers, workshops, and end customers across the region.
• Warehouse and Logistics Services Northern Europe's largest tyre warehouse operations with a 45,000 m² facility in Riga, serving Baltic and Nordic regions with efficient distribution, stock management, and 1–2 working day delivery. Includes storage capacity of more than 600,000 items and precision inventory tracking.
• Marketing Services for Partners Structured marketing support for retail partners including brand positioning, campaign planning, digital content creation across 26 dedicated brand websites, social media management, digital advertising, outdoor advertising (billboards, digital screens, branded vehicles, urban installations), public events such as the Latakko Baltic Conference, and point-of-sale materials.
• In-House Tyre Studding Services In-house studding center allowing purchase of non-studded tyres directly from manufacturers with the studding process completed internally. Approximately 60,000 tyres are studded on-site during peak seasonal demand to serve Nordic and Baltic winter tyre markets.
• Tyre Academy Training Program Specialized training program for Latakko partner retailers providing practical knowledge on tyre-related topics to improve daily operations and product recommendations at retail locations.
• Retail Store Network Retail store network established from 2008 across the Baltic region, bringing quality tyre and wheel products directly to end consumers and workshops. Complements the wholesale distribution operations and is supported by the Tyre Academy training program.

Quantifiable outcome

• Delivered approximately 1,150,000 tyres in the past year
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Nordic Tyre GroupcoreStrategic or Co-development Partner · 1 January 2021In 2021, Latakko became part of Nordic Tyre Group, joining the largest tyre distribution network in Northern Europe and opening new growth opportunities. The Nordic Tyre Group rebranding was completed in 2025 with a new visual identity and unified design across all companies.
• Tyre Brand ManufacturerscoreChannel Partner/ Reseller/ DistributorLatakko partners with over 60 globally recognized tyre and wheel manufacturers including Michelin, Continental, Goodyear, Pirelli, Yokohama, Hankook, Kumho, Sailun, Giti, Triangle, Westlake, Apollo, BFGoodrich, Maxxis, Toyo, Lassa, Mitas, Metzeler, Malatesta, Fullrun, and many others, distributing their products across the Baltic and Nordic regions.

Scale indicators10 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Vianor: Nordic and Baltic tyre retail and service chain owned by Continental, directly competing with Latakko in the Baltic/Nordic region across passenger, truck and commercial tyre distribution and retail.
• First Stop: European tyre service and distribution brand owned by Bridgestone, supplying tyres and services to retail and fleet customers across multiple European markets, overlapping with Latakko's wholesale-to-retailer and fleet focus.
• Point S: International tyre distribution and service cooperative combining wholesale supply to independent retailers with branded retail stores, directly comparable to Latakko's partner-led wholesale plus retail store model.

Broad incumbents

• Euromaster: Pan-European tyre and auto-service network distributing tyres to retail and fleet customers; comparable to Latakko's combination of wholesale distribution, retail stores, and B2B fleet supply across multiple European geographies.
• Continental: Global tyre manufacturer and owner of Vianor; a key supplier to Latakko whose integrated manufacturing-and-retail strategy shapes the competitive context in which Latakko's wholesale business operates.
• Nordic Tyre Group: Largest tyre distribution network in Northern Europe and Latakko's parent company since 2021; comparable as a multi-country wholesale and retail tyre distributor operating across the same geography.
• Michelin: World's largest tyre manufacturer and a major Latakko brand partner; comparable as the leading premium-brand supplier whose distribution choices (selective vs. exclusive partners) directly affect Latakko's wholesale economics.

Emerging players

• Blackcircles: Online-led European tyre retailer connecting consumers with local fitters; an emerging channel competitor to Latakko's traditional wholesale-then-retail model, particularly relevant for the consumer end of Latakko's assortment.

Regional players

• Däckia: Swedish/Nordic tyre retailer and workshop chain distributing passenger and commercial tyres across the Nordics, comparable to Latakko in product mix and B2B/B2C service model though serving a different national market.
• Nokian Tyres: Finnish-based premium tyre manufacturer with strong Nordic/Baltic distribution; comparable as a regional tyre value-chain participant whose winter and Nordic-specialty products compete in Latakko's assortment and partner relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/latakko

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 Latakko – Nordic Tyre Group