Multeral Ab

What Multeral Ab does

Multeral AB is a Swedish B2B equipment distributor founded in 1980 and operating as part of the ServeTek group, supplying professional kitchen equipment to commercial food service operators across Sweden. The company operates four physical offices in Stockholm, Örebro, Uppsala, and Göteborg, supported by a direct B2B sales team accessible via phone and email, an e-commerce storefront at multeral.se, and a dedicated outlet channel for used and refurbished equipment. Multeral is an authorized distributor for over a dozen international manufacturers across all major professional kitchen categories: Unox (Italian professional ovens with proprietary AIR.Maxi, DRY.Plus, STEAM.Plus, and MIND.Maps technologies), True Refrigeration (American commercial refrigeration with 5-year warranty), Thermoplan (Swiss fully automatic coffee machines with modular service design and ThermoplanConnect telemetry), Henny Penny (American fryers supplying McDonald's, KFC, and Chick-fil-A), Coldline (Italian premium refrigeration with R290 refrigerant), and others including Tefcold, Scotsman, Taylor, Aristarco, Wexiödisk, Crem, and FriFri. The underlying technical portfolio spans heating equipment (fryers, grills, ovens, holding equipment), cooling equipment (refrigerators, freezers, blast chillers, ice machines, display cases), preparation equipment, commercial dishwashers, stainless steel furniture, fully automatic coffee machines, and a comprehensive accessories range.

Multeral's revenue model combines four streams: hardware sales of new equipment at unit prices ranging from approximately SEK 140 for accessories to SEK 149,585 for high-end combination ice cream machines, technical service and maintenance delivered by certified kitchen technicians, original spare parts supply, and financing arrangements including invoice (Faktura), card payment, and leasing. Pricing is publicly disclosed on the website in SEK, with active promotional campaigns bundling freight, installation, startup, and training on selected SKUs. The company emphasizes a curated portfolio of market-leading international brands, own-warehouse inventory for rapid delivery, certified technical service infrastructure, and flexible payment options as primary differentiators.

The customer base spans quick-service restaurant chains (the primary segment), street food operators, hotels, cafés, bakeries, and service retail establishments. Multeral's distribution model is direct and domestic-only: enterprise customers are served via direct sales while mid-market and SMB segments transact through the e-commerce storefront or visit the four physical showroom locations. The company has documented relationships with named QSR operators via Henny Penny equipment (McDonald's, KFC, Chick-fil-A) and operates as a wholly-owned subsidiary within the ServeTek diversified group, leveraging shared service and technical support capabilities.

Name

Multeral Ab

Legal name

Multeral AB

Website

https://multeral.se

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Short description

Multeral AB is a Swedish B2B distributor of professional kitchen equipment, founded in 1980 and part of the ServeTek group. The company distributes premium international brands across heating, cooling, coffee, and dishwashing categories from four Swedish offices, serving quick-service restaurants, hotels, cafés, and bakeries with equipment sales, certified technical service, and financing.

Ownership category

akta.pro rank

Product category

Commercial Kitchen Equipment Distribution

NAICS

Refrigeration Equipment and Supplies Merchant Wholesalers (423740)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Refrigeration & Service Industry Machinery (3580)

akta.pro industry

PRIMARYAFAIALAB

Restaurant & Commercial Kitchen Equipment Wholesale

Agriculture & Food Production/Food Distribution & Wholesale/Foodservice & Restaurant Supply Wholesale

SECONDARYAFAIALAK

Food Preparation Equipment & Smallwares Wholesale

Agriculture & Food Production/Food Distribution & Wholesale/Foodservice & Restaurant Supply Wholesale

SECONDARYAFAIALAI

Commercial Refrigeration & HVAC (Foodservice) Wholesale

Agriculture & Food Production/Food Distribution & Wholesale/Foodservice & Restaurant Supply Wholesale

Keywords

• Commercial kitchen equipment
• Restaurant equipment supply
• Professional refrigeration
• Coffee machine distribution
• Kitchen equipment service

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Kitchen Equipment Sales: Multeral sells a comprehensive range of professional restaurant equipment including heating (fryers, grills, ovens), refrigeration (refrigerators, freezers, display cases), preparation equipment, dishwashers, stainless steel furniture, and coffee machines. Products are sold to professional restaurant and commercial kitchen operators across Sweden. The company carries multiple international brands and maintains own inventory for rapid delivery.
2. Technical Service and Maintenance: Multeral provides qualified technical service through certified kitchen technicians. The company offers technical support via customer service and on-site service by certified technicians. Thermoplan modular system enables fast service with minimal downtime through module replacement.
3. Financing Services: The company offers flexible payment options including invoice (Faktura), card payment, and leasing arrangements for equipment purchases.
4. Original Spare Parts: Multeral supplies original spare parts for the equipment brands they sell, supporting maintenance and longevity of installed equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Multeral AB is a Swedish B2B distributor of professional restaurant and commercial kitchen equipment, supplying heating equipment (fryers, ovens, grills), refrigeration units (refrigerators, freezers, display cases), coffee machines, dishwashers, preparation equipment, and stainless steel furniture from international brands such as Unox, True, Thermoplan, Henny Penny, Coldline, Tefcold, Scotsman, Taylor, Aristarco, Wexiödisk, and Crem. The company operates from four Swedish office locations, maintains own inventory, and offers financing options including invoice, card payment, and leasing.

Product overview

Multeral Ab is a Swedish professional restaurant equipment supplier that offers a comprehensive portfolio of heating, cooling, preparation, dishwashing, and stainless steel equipment for professional kitchens. The company distributes products from multiple international brands including Unox (professional ovens with bake-off, bakery, speed, and gastronomy lines featuring technologies like AIR.Maxi and MIND.Maps), True (American refrigeration equipment with robust construction and industry-leading warranties), Thermoplan (Swiss premium coffee machines with innovative module systems and barista-quality milk frothing), Henny Penny (American fryers and holding equipment with advanced filtration and oil conservation features), Coldline (Italian premium refrigeration with elegant design), and other brands including Tefcold, FriFri, and Crem. Products span categories such as deep fryers, ovens, refrigerators, freezers, blast chillers, ice machines, soft ice cream machines, coffee machines, and comprehensive accessory lines. The company operates as a distributor/dealer rather than a manufacturer, serving quick-service restaurants, hotels, and commercial kitchens across Sweden with offices in Stockholm, Örebro, Uppsala, and Göteborg.

Differentiator

Problem solved

Functional benefit

Products and services

• Thermoplan BW4 Compact CTM RS Coffee Machine Compact Swiss-made fully automatic coffee machine designed for professional cafés and hospitality settings requiring high-quality espresso, coffee, and cappuccino with minimal footprint.
• Henny Penny Pressure Fryer PXE100 Large-volume pressure fryer for quick-service restaurant chains performing high-volume chicken preparation with significant oil savings.
• Menumaster DEC14E Professional Microwave Oven Heavy-duty commercial microwave oven for professional kitchens with multi-stage cooking and programmable menus.
• Coldline Smart 700 Refrigerator Premium Italian-made commercial refrigerator with high energy efficiency and stainless steel construction for professional kitchens.
• Tefcold TM44 Minibar Silent-operation compact minibar designed for hotel rooms and hospitality environments where noise reduction is critical.
• Crem Café Elite IV Coffee Machine Multi-beverage instant coffee machine for offices, convenience stores, and service retail settings requiring simple one-button operation.
• FriFri Touch 422 Fryer Dual-vat professional fryer with recipe management for chain restaurants and large kitchens needing consistent fried food quality.
• Professional Kitchen Equipment Portfolio (Heating, Cooling, Preparation, Dishwashing, Stainless Steel) Full portfolio of professional kitchen equipment sold to commercial kitchen operators across Sweden, sourced from multiple international manufacturers and held in own inventory for fast delivery.
• Technical Service and Maintenance Certified kitchen technician service network providing on-site maintenance, repair, and support for installed professional kitchen equipment.
• Original Spare Parts Supply Supply of original manufacturer spare parts for all distributed equipment brands to ensure proper maintenance and extended equipment life.

Quantifiable outcome

• Henny Penny Evolution Elite reduces oil consumption by 40% compared to traditional fryers
• +5 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

13 partnerships are on record, tiered core and minor.

• ServeTekcoreStrategic or Co-development PartnerMulteral is a part of ServeTek, a larger group of companies serving the professional kitchen equipment market. This affiliation provides Multeral with enhanced service capabilities, technical support infrastructure, and shared resources across the ServeTek group.
• UnoxcoreChannel Partner/ Reseller/ DistributorMulteral is an authorized distributor of Unox professional ovens in Sweden. Unox is an Italian manufacturer of professional ovens founded in 1990, known for bake-off, bakery, speed, and gastronomy ovens featuring proprietary technologies like AIR.Maxi, DRY.Plus, and STEAM.Plus.
• True RefrigerationcoreChannel Partner/ Reseller/ DistributorMulteral is an authorized distributor of True Refrigeration products in Sweden. True is an American manufacturer of commercial refrigeration equipment established in 1945, offering refrigerators, freezers, and prep tables with industry-leading warranties (5-year warranty on refrigeration, lifetime on hinges).
• ThermoplancoreChannel Partner/ Reseller/ DistributorMulteral is an authorized distributor of Thermoplan coffee machines in Sweden. Thermoplan is a Swiss manufacturer of fully automatic coffee machines in the premium segment, handcrafted at their factory in Weggis, Switzerland. Known for unique modular design and barista-quality milk frothing.
• Henny PennycoreChannel Partner/ Reseller/ DistributorMulteral is an authorized distributor of Henny Penny fryers and holding equipment in Sweden. Henny Penny is an American manufacturer based in Ohio, founded in the 1950s, supplying market-leading fryers to major quick-service chains including McDonald's, KFC, and Chick-fil-A.
• ColdlinecoreChannel Partner/ Reseller/ DistributorMulteral is an authorized distributor of Coldline products in Sweden. Coldline is an Italian manufacturer of premium refrigerators, blast chillers, and prep tables, founded in the mid-1990s and based in northern Italy.
• TefcoldminorChannel Partner/ Reseller/ DistributorMulteral distributes Tefcold products including display refrigerators, undercounter refrigerators, minibars, and ice machines. Tefcold offers a broad range of refrigeration equipment for professional kitchens.
• ScotsmanminorChannel Partner/ Reseller/ DistributorMulteral distributes Scotsman ice machines. Scotsman is a manufacturer of commercial ice machines producing various ice types including gourmet, cube, and flake ice.
• TaylorminorChannel Partner/ Reseller/ DistributorMulteral distributes Taylor soft ice cream machines. Taylor is a well-known manufacturer of frozen dessert equipment including soft-serve ice cream machines, shake machines, and frozen beverage dispensers.
• AntunesminorChannel Partner/ Reseller/ DistributorMulteral distributes Antunes hamburger bun toasters. Antunes manufactures specialty cooking equipment including the VCT-2000 digital controlled bun toaster.
• AristarcominorChannel Partner/ Reseller/ DistributorMulteral distributes Aristarco dishwashers. Aristarco is an Italian manufacturer of professional dishwashing equipment. A current campaign offers free freight, installation, startup, and training on Aristarco AF 50.35 ESI PRS dishwashers.
• WexiödiskminorChannel Partner/ Reseller/ DistributorMulteral distributes Wexiödisk dishwashers. Wexiödisk is a Swedish manufacturer of professional dishwashing equipment known for Swedish quality design.
• Crem (Coffee Queen)minorChannel Partner/ Reseller/ DistributorMulteral distributes Crem (formerly Coffee Queen) coffee machines including the Café Elite series instant coffee machines and Cafelino machines. Crem is a European manufacturer of professional coffee equipment.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Rational AG: German global leader in combi-ovens and professional cooking systems for commercial kitchens. Comparable in commercial kitchen equipment but operates as a specialized manufacturer rather than a multi-brand distributor like Multeral.
• Ali Group: Italian global foodservice equipment manufacturer and brand consortium (including brands in refrigeration, cooking, and dishwashing). Comparable to Multeral's equipment categories served; differs in scale and positioning as a global manufacturer-acquirer.
• Hoshizaki Europe: Japanese-origin manufacturer of commercial ice machines, refrigeration, and beverage equipment with European distribution. Comparable to part of Multeral's refrigeration/ice portfolio but operates as a manufacturer with direct and indirect sales rather than a Nordic distributor.
• WMF Group: Global German professional kitchen and tableware manufacturer/distributor with broad foodservice equipment offerings (coffee, cooking, tableware). Comparable to Multeral in the kitchen equipment category but at much larger scale and a broader, portfolio-driven go-to-market.
• Middleby Corporation: Global US-based foodservice equipment manufacturer with a portfolio of 100+ brands (including those distributed by Multeral such as Henny Penny-adjacent lines). Comparable in the equipment categories served; differs as Multeral is a regional distributor while Middleby is a multi-brand manufacturer-acquirer.
• Electrolux Professional: Global Swedish-originated manufacturer of professional laundry, food, and beverage equipment serving hotels, restaurants, and institutions. Comparable in product category but operates as a global manufacturer rather than a regional multi-brand distributor.

Direct peers

• Bartscher GmbH: German professional kitchen equipment brand and distributor offering heating, cooling, and cooking equipment across Europe. Comparable to Multeral as a multi-category B2B equipment specialist serving restaurants and commercial kitchens.
• Metos Oy: Finland-headquartered professional kitchen equipment distributor serving Nordic and Baltic foodservice operators with multi-brand portfolios, installation, and service. Most directly comparable to Multeral as a Nordic peer of similar scale, business model, and customer profile.

Regional players

• Stork Food Service Danmark: Danish foodservice equipment distributor serving Denmark with a comparable brand portfolio, installation, and service offering. Comparable to Multeral in business model but focused on the Danish market rather than Sweden.

Others

• Hoshizaki / Scotsman (Scotsman Ice Machines): A principal brand Multeral distributes (Scotsman) for ice machines — included as an adjacency showing manufacturer-distributor ecosystem. Scotsman is a major commercial ice machine brand whose products Multeral resells in Sweden, representing the kind of principal partner relationship that anchors Multeral's portfolio strategy.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/multeral

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 Multeral Ab