HILO Trade OÜ
HILO Trade OÜ is an Estonian e-commerce company operating Suutervis.eu, an online store offering the largest selection of oral care and dental hygiene products in Estonia. It serves individual Estonian consumers and wholesale B2B buyers with 1,500+ SKUs across 28 categories.
- Company typePrivate
- Founded2019
- HeadquartersOtepää, Estonia
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What HILO Trade OÜ does
HILO Trade OÜ is a privately held Estonian e-commerce company founded in 2019 and headquartered in Otepää. It operates Suutervis.eu, an online store positioned as the largest selection of oral care and dental hygiene products in Estonia, offering more than 1,500 SKUs across 28 categories — ranging from toothbrushes, electric toothbrushes, and toothpaste to specialized categories such as orthodontic, denture, implant, and pet oral care — sourced from approximately 100 brands including Oclean, Oral-B, and Philips Sonicare.
The platform is built on a standard WordPress/WooCommerce stack and delivered as a self-serve storefront available in Estonian, English, and Russian. It integrates a CusRev-verified customer review system that has accumulated 19,373 store reviews with a 4.96/5.0 average rating, and supports wishlists, account management, a loyalty program with persistent discounts, free parcel-locker shipping above €49, and a 14-day return policy. Marketing is content-led via an educational blog ("Saskia Hambaharidus") and email newsletter.
The business model combines direct-to-consumer retail sales of branded oral care products with a dedicated wholesale channel ("Hulgimüük") of 584 SKUs targeting dental practices, retailers, and B2B buyers. Revenue is transactional with pay-as-you-go billing and pricing spanning roughly €6-€300 across budget and premium tiers. The company operates with 1-10 employees, has no disclosed funding, no disclosed revenue, and no management team information publicly available.
HILO Trade OÜ firmographics
Firmographics- Name
- HILO Trade OÜ
- Legal name
- HILO Trade OÜ
- Website
- https://suutervis.eu
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- HILO Trade OÜ is an Estonian e-commerce company operating Suutervis.eu, an online store offering the largest selection of oral care and dental hygiene products in Estonia. It serves individual Estonian consumers and wholesale B2B buyers with 1,500+ SKUs across 28 categories.
- Ownership category
- akta.pro rank
HILO Trade OÜ industry classification
Industry- Product category
- Online Oral Care Retail
- NAICS
- Health and Personal Care Retailers (456)
- SIC
- Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)
- akta.pro primary industry
- Oral Care Distribution (CRAOAEAJ)
Keywords
Where HILO Trade OÜ is headquartered
LocationHeadquarters
- HQ city
- Otepää
- HQ country
- Estonia
- HQ region
- Europe
Offices1 record
Markets served
HILO Trade OÜ business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Retail Product Sales: Direct-to-consumer online sales of oral care products including electric toothbrushes, manual toothbrushes, toothpaste, floss, water flossers, and accessories. Revenue generated through one-time product transactions with optional loyalty discounts for repeat customers.
- Wholesale/Bulk Sales: B2B wholesale channel for oral care products targeting businesses, dental practices, or retailers. Dedicated 'Hulgimüük' (584) product category for bulk orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard retail pricing with loyalty discounts |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
HILO Trade OÜ product offering
Product offeringCore offering
HILO Trade OÜ operates Suutervis.eu, an Estonian online retail store that sells oral care and dental hygiene products to consumers. The platform offers 1,500+ products across 28 categories — including electric toothbrushes, manual toothbrushes, toothpaste, floss, water flossers, mouthwashes, and specialized dental care items — from approximately 100 brands such as Oclean, Oral-B, and Philips Sonicare. A separate wholesale channel (Hulgimüük) supports bulk purchases for B2B customers such as dental practices and retailers.
Product overview
HILO Trade OÜ operates Suutervis.eu, an online e-commerce platform specializing in oral care products. The company offers a comprehensive portfolio of approximately 27 product categories including toothbrushes, electric toothbrushes (featuring Oclean, Oral-B, and Philips Sonicare brands), toothbrush heads, irrigators, toothpaste, dental floss, interdental tools, mouthwashes, children's products, orthodontic care, denture care, implant care, gum care, sensitive teeth products, bad breath products, dry mouth products, mouth ulcer products, teeth whitening, xylitol supplements, travel products, eco products, and pet oral care. The platform also serves wholesale customers and features a blog with dental education content.
Differentiator
Problem solved
Functional benefit
Products and services
- Suutervis.eu Online Oral Care Storefront Online e-commerce platform operated by HILO Trade OÜ, offering 1,500+ oral care and dental hygiene products across 28 categories (electric toothbrushes, manual toothbrushes, toothpaste, floss, water flossers, mouthwashes, children's products, orthodontic, denture and implant care, gum care, sensitive teeth, whitening, dry mouth, bad breath, mouth ulcers, xylitol supplements, travel, eco, pet oral care, and more) from approximately 100 brands including Oclean, Oral-B, and Philips Sonicare. Features customer reviews, wishlist, account management, and a loyalty program. Available in Estonian, English, and Russian, targeting consumers in Estonia with parcel locker and courier delivery.
- Hulgimüük Wholesale Channel Dedicated B2B wholesale channel ('Hulgimüük') on Suutervis.eu carrying 584 bulk oral care SKUs for businesses, dental practices, and retailers. Provides competitive bulk pricing on oral care products for resale or practice use, operating as a transactional self-serve channel alongside the consumer storefront.
Companies that use HILO Trade OÜ
Customer profileSegments2 records
Ideal customer profiles2 records
HILO Trade OÜ technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
HILO Trade OÜ partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
HILO Trade OÜ competitors and assessment
Company assessmentBroad incumbents
- Amazon: Global e-commerce marketplace that sells the same oral care brands (Oral-B, Philips Sonicare) and competes directly for Estonian/Baltic consumer demand. Comparable as the dominant broad-line e-commerce incumbent with overlapping catalog.
- Patterson Companies: U.S. dental and animal health supply distributor serving dental practices. Comparable as a large incumbent in dental wholesale distribution, paralleling Suutervis's B2B dental-practice channel.
- Henry Schein: Global wholesale distributor of dental and medical supplies serving dental practices, DSOs, and clinics. Comparable to Suutervis's wholesale arm (584 SKUs targeting dental practices and resellers).
- Superdrug: UK health and beauty retailer carrying a wide oral care assortment online. Comparable as a high-street and online health/personal care retailer competing for the same consumer basket.
- Boots Pharmacy: Major UK and European pharmacy chain with deep oral care assortments (electric toothbrushes, toothpaste, floss) sold both in-store and online. Comparable as a multi-channel health/personal care retailer with overlapping product mix.
- Watsons (AS Watson Group): Asia/Europe health and beauty retail chain with deep oral care categories. Comparable as an international multi-channel health/personal care retailer with overlapping assortment.
Regional players
- Kaup24: One of the largest Estonian/Baltic general-merchandise e-commerce platforms. Comparable as a domestic Estonian online retailer competing for the same consumer wallet, though with a much broader (non-specialized) catalog.
- Benu Apteek (pharmacy chain): Major Estonian pharmacy chain with online storefront selling oral care products. Comparable as a domestic Estonian omni-channel health/personal care retailer competing for the same consumer purchases.
Direct peers
- Oral-B (P&G Brand Store): Brand-direct online store for one of the leading electric toothbrush and toothpaste lines. Comparable as a direct online channel for an oral care brand that competes head-on with Suutervis's assortment.
Emerging players
- Curaprox / Curaden AG: Specialist oral care brand and DTC retailer of premium toothbrushes, interdental brushes, and pastes. Comparable as a specialty oral-care-focused e-commerce operator with curated assortment and education-led marketing.
Market position
Strengths5 records
Weaknesses2 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
HILO Trade OÜ financial estimates
Financial estimateRevenue estimate
Valuation estimate
HILO Trade OÜ leadership team
Management profileNumber of profiles
HILO Trade OÜ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HILO Trade OÜ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HILO Trade OÜ
What does HILO Trade OÜ do?
HILO Trade OÜ operates Suutervis.eu, an Estonian online retail store that sells oral care and dental hygiene products to consumers. The platform offers 1,500+ products across 28 categories — including electric toothbrushes, manual toothbrushes, toothpaste, floss, water flossers, mouthwashes, and specialized dental care items — from approximately 100 brands such as Oclean, Oral-B, and Philips Sonicare. A separate wholesale channel (Hulgimüük) supports bulk purchases for B2B customers such as dental practices and retailers.
Is HILO Trade OÜ a public or private company?
HILO Trade OÜ is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HILO Trade OÜ founded?
HILO Trade OÜ was founded in 2019. It employs 1 to 10 people.
Where is HILO Trade OÜ based?
HILO Trade OÜ is headquartered in Otepää, Estonia, in the Europe region.
How does HILO Trade OÜ make money?
Two revenue lines are on record. Retail Product Sales are the primary driver. The others are wholesale/Bulk Sales.
Who are HILO Trade OÜ's main competitors?
Broad incumbents on record are Amazon, Patterson Companies, Henry Schein, Superdrug, Boots Pharmacy and Watsons (AS Watson Group). Regional players are Kaup24 and Benu Apteek (pharmacy chain). Oral-B (P&G Brand Store) is listed as a direct peer. Curaprox / Curaden AG is listed as an emerging player.
Does HILO Trade OÜ have an API?
No public API is recorded for HILO Trade OÜ.
What industry is HILO Trade OÜ in?
HILO Trade OÜ's product category is Online Oral Care Retail. Its primary akta.pro industry code is CRAOAEAJ, Oral Care Distribution. Its NAICS code is 456 and its SIC code is 5047.