17 Mar 2020 - #Heylen groupALL NEWS
Since the establishment of Eltra, headquartered in Temse, East Flanders, in 1954, the company has grown to become the reference within the sector of electrical equipment supplying more than 1000 DIY retailers in Belgium and the Netherlands on a daily basis. Eltra supports the entire value chain on the one hand by acting as a brand ambassador on the shop floor for A-brands such as Niko, Legrand, Ledvance and Duracell, and on the other hand by offering retailers maximum support. This is done by offering such support in the areas of purchasing, sales and marketing support, logistics and optimal stock management. With its own brands such as Profile and Prolight, as well as private label products for a limited number of customers, Eltra complements the wide range of A-brands.
Over the years, Eltra has managed to strengthen its position on both the Belgian and Dutch markets, within the Sonepar Belgium structure, where it has been since 1995. The professional organizational structure driven by an experienced management team, combined with a strong focus on customer as well as supplier, are at the basis. “Through years of dedication to the business, Eltra is the player it is today. With the support of its previous shareholder Sonepar Belgium, Eltra managed to grow in an extremely sustainable way,” says Heylen. “As the new owner we will continue this sustainable growth together with Dirk Baum, CEO of Eltra, as a partner-shareholder. With the appropriate support we will make sure that Eltra can spread its wings further,outside the familiar environment of Sonepar”.
Since its foundation in 1954, Eltra has become the undisputed market leader in the distribution of electrical equipment and lighting to do-it-yourself retailers. From its logistics centre in Temse, East Flanders, Eltra supplies a wide range of products to more than 1000 DIY stores in the Benelux and the rest of Europe. Eltra is not only an indispensable link in the distribution chain of A-brands of electrical equipment and lighting, with Profile and Prolight it also has its own DIY brands with which it approaches the retail market. With over 60 years of expertise and sector experience, Eltra is the ideal partner for both large and small DIY retailers.