What Aure does

Aure is an Estonian B2B wholesale distributor of business, workwear, and promotional apparel, operating since 1997 under the legal entity Aure OÜ and headquartered in Tallinn. The company serves businesses and organizations across Estonia that require branded uniforms, promotional merchandise, and advertising clothing for employees, events, and marketing campaigns. Its core offering is a broad catalog of 1,612+ SKUs spanning 21 product categories — including T-shirts, polo shirts, dress shirts, sweaters, jackets, hoodies, fleeces, softshells, sportswear, workwear (safety, industrial, medical, food-industry), beachwear, aprons, headwear, accessories, towels, and bags — with per-unit wholesale pricing between €2.71 and €79.78 and clearance discounts up to 56%.

The product mix is sourced from nine authorized international brands (Sol's, Roly, Atlantis, Kustom Kit, NeoBlu, RTP, Impliva, Stamina) plus Aure's own private-label brand, providing buyers with a multi-brand assortment on a single platform. Distribution runs through an owned B2B e-commerce storefront (aure.ee) with customer login, shopping cart, and category-structured product listings, supported by an SEO-oriented web presence as the primary marketing channel. Sales are transacted pay-as-you-go at unit-level pricing with VAT added, consistent with a long-tail, non-contractual ordering model.

The company operates with a very lean team (1–10 employees), is privately held with no disclosed funding or ownership structure, and confines its served market to Estonia with no stated international ambitions. There are no disclosed certifications, proprietary technology beyond the e-commerce storefront, management team listings, or third-party validation of operational scale.

Name

Aure

Legal name

Aure OÜ

Website

https://aure.ee

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Aure is an Estonian B2B wholesale distributor selling branded workwear, promotional apparel, and accessories through its own e-commerce platform to Estonian businesses needing employee uniforms and marketing merchandise.

Ownership category

akta.pro rank

Product category

Wholesale Apparel & Promotional Clothing

NAICS

Clothing and Clothing Accessories Merchant Wholesalers (424350), Apparel, Piece Goods, and Notions Merchant Wholesalers (4243)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Branded Merchandise & Promotional Apparel Wholesale (CRAOADAI)

akta.pro secondary industries

Workwear, Uniforms & Corporate Apparel Wholesale (CRAOADAF), Apparel Sourcing, Buying Houses & Trading Companies (CRAAAAAN)

Keywords

• Wholesale apparel distribution
• Promotional clothing
• Corporate workwear
• Branded merchandise
• Textile wholesale

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Apparel Sales: B2B wholesale distribution of branded workwear, promotional clothing, and advertising apparel. Products are sold in bulk quantities to businesses, with prices displayed per unit (€2-80 range). Revenue generated through direct sales via their e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Aure supplies wholesale business and promotional apparel — including T-shirts, polo shirts, dress shirts, hoodies, workwear, sportswear, headwear, accessories, and bags — to business customers in Estonia. The company distributes products from its own private-label "Aure" brand and from international brands such as Sol's, Roly, NeoBlu, RTP, Atlantis, Kustom Kit, Impliva, and Stamina, with ordering handled through an Estonian e-commerce storefront.

Product overview

Aure is an Estonian B2B wholesale e-commerce platform specializing in business and promotional clothing. The company offers a comprehensive portfolio of apparel products across multiple categories including T-shirts, polo shirts, dress shirts, sweaters, jackets, pants, hoodies, fleeces, softshells, sportswear, workwear, beachwear, aprons, headwear, accessories, and bags. The product range spans 21 main categories with 279+ T-shirts and 270+ headwear items available. Aure distributes products from owned brands (Aure) as well as international brands including Sol's, Roly, NeoBlu, RTP, Atlantis, Kustom Kit, Impliva, and Stamina. The company operates as a business-to-business wholesale supplier targeting companies requiring branded or customized workwear and promotional apparel.

Differentiator

Problem solved

Functional benefit

Products and services

• T-shirts (T-särgid) Wholesale T-shirts in unisex, men's, women's, and children's styles with short, long, and sleeveless options and round-neck or V-neck variations, sold per unit to business buyers.
• Polo shirts (Polod) Wholesale polo shirts for men, women, and children with short- and long-sleeve options, sold per unit to business customers.
• Dress shirts (Triiksärgid) Business dress shirts for men and women with short- and long-sleeve options, sold to businesses for corporate uniforms.
• Sweaters and jackets (Sviitrid, pintsakud) Sweaters, jackets, and vests for business and workwear applications, sold wholesale to B2B customers.
• Hoodies (Pusad) Hooded sweatshirts in unisex, men's, women's, and children's sizes, including zippered and classic styles, sold wholesale.
• Workwear (Tööriided) Work and safety clothing including safety wear, industrial workwear, medical garments, and food-industry workwear, sold wholesale to businesses.
• Sportswear (Spordiriided) Athletic clothing including shirts, pants, shorts, skirts, tracksuits, socks, and sporting goods, sold wholesale to businesses.
• Headwear (Peakatted) Wholesale headwear including summer hats, winter caps, and children's headwear, supplied as promotional and workwear items.
• Bags (Kotid) Wholesale bags including cotton bags, shopping bags, backpacks, shoe bags, sports bags, travel bags, laptop bags, conference bags, and folders for promotional use.
• Sauna linens and towels (Saunalinad, rätikud) Wholesale sauna linens, towels, and bathrobes for hospitality and promotional use.
• Accessories (Aksessuaarid) Wholesale accessories including umbrellas, scarves, ties, gloves, face masks, and luggage tags for promotional and corporate use.
• Fleeces (Fliisid) Wholesale fleece garments including vests and jackets for all gender categories, sold to B2B customers.
• Softshell jackets and vests (Softshellid) Wholesale softshell jackets and vests for outdoor and workwear applications.
• Coats and jackets (Joped) Wholesale winter coats and jackets for men, women, children, and unisex, sold to business customers.
• Aprons (Põlled) Wholesale protective aprons for work and commercial use, sold to businesses.
• Pants (Püksid) Wholesale pants for men and women, including long and short styles, sold to businesses.
• Dresses and skirts (Kleidid, seelikud) Wholesale women's dresses and skirts for business and professional wear, sold to B2B customers.
• Beachwear (Rannariided) Wholesale beach and swimwear clothing for promotional and corporate use.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered primary and core.

• Sol'sprimaryChannel Partner/ Reseller/ DistributorSol's is a major international brand for workwear and promotional clothing. Aure distributes Sol's products in Estonia as an authorized reseller.
• RolyprimaryChannel Partner/ Reseller/ DistributorRoly is a Spanish brand specializing in workwear and promotional clothing. Aure distributes Roly products in Estonia as an authorized reseller.
• AtlantiscoreChannel Partner/ Reseller/ DistributorAtlantis is a headwear brand. Aure distributes Atlantis headwear products in Estonia.
• Kustom KitcoreChannel Partner/ Reseller/ DistributorUK-based brand for workwear and promotional clothing. Aure distributes Kustom Kit products in Estonia.
• NeoBlucoreChannel Partner/ Reseller/ DistributorPart of Sol's Group. Aure distributes NeoBlu products as authorized reseller.
• RTPcoreChannel Partner/ Reseller/ DistributorPart of Sol's Group. Aure distributes RTP brand products.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• PF Concept: Europe's largest B2B distributor of promotional products and apparel, headquartered in the Netherlands. PF Concept is the closest direct competitor to Aure in the wholesale promotional apparel space, operating at a much larger scale across multiple European countries.
• Toppoint: German-headquartered promotional products specialist with a broad apparel and merchandise catalog. A direct peer to Aure in the B2B promotional apparel wholesale segment, though significantly larger and broader across categories.
• Halfmoon: European promotional apparel company offering customizable garments for corporate and promotional buyers. Comparable to Aure as a B2B wholesale supplier of branded apparel for corporate use.
• Brand Addition: UK-headquartered global B2B promotional merchandise distributor offering apparel, bags, and accessories. Directly comparable to Aure's model of sourcing international brands and supplying them to corporate buyers, but at a global scale.
• Giving Europe: Dutch B2B distributor specializing in promotional apparel and gifts across Europe. Comparable to Aure as a multi-brand wholesale distributor serving corporate customers; operates at a larger pan-European scale.
• XD Connects: Dutch global B2B supplier of promotional products including apparel, drinkware, and tech accessories. Mirrors Aure's model of distributing third-party brands to corporate buyers across multiple European markets.
• Clipper: Spanish promotional merchandise distributor with a significant apparel and textile offering. Directly comparable to Aure as a B2B wholesale supplier of promotional clothing, primarily serving European corporate buyers.
• Senator GmbH: German manufacturer and distributor of promotional products including writing instruments, drinkware, and textiles. Comparable to Aure as a European promotional merchandise business, with a similar focus on B2B corporate buyers.
• Mi-Ad: US-headquartered promotional apparel distributor with European operations, supplying decorated apparel to corporate and reseller channels. Comparable to Aure in the B2B wholesale promotional apparel segment.

Others

• Sol's Group: Major European manufacturer of promotional apparel and workwear, including the Sol's, NeoBlu, and RTP brands. Aure is an authorized Estonian distributor of these brands; Sol's is a supplier/partner rather than a direct competitor, but its pricing and distribution policy directly shape Aure's economics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 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 Aure