Sonepar – Sonepar launches Australian tool brand Tradeforce in Germany
Exclusive distribution from mid-June
Düsseldorf, June 16, 2025. The Tradeforce brand has been part of Sonepar since 2008 and is already available in 18 countries worldwide. The brand’s tools and tool-related products are now also available in Germany: Around 120 products from the portfolio have been distributed exclusively through Sonepar since June 16.
The Australian brand Tradeforce has been on the market for 20 years and defines itself through quality, functionality, and reliability: The tools are specially designed for professional use under heavy loads and in demanding working conditions. They are made of robust materials such as high-quality chrome-vanadium steel with exceptional durability. S2 steel is used for tools that must withstand high torsional forces – such as screwdrivers. The goal is to provide tradespeople with professional equipment at affordable prices, with the necessary tools and protection so that they can master every task safely and reliably, anywhere.
“Our goal is to offer our customers a broad, high-performance range with reliable quality and fair prices. The introduction of Tradeforce sensibly complements our existing offering – with the goal of providing the right solution for every requirement,” says Manuel Haber, Managing Director of Sonepar in Germany.
Tradeforce’s launch in Germany begins with around 120 products across three core product lines: tools, personal protective equipment (PPE), and accessories. The extensive tool portfolio includes around 80 products, including screwdrivers, pliers, hammers, various drill bits and bit sets, the latest generation of VDE screwdrivers, and various stripping tools. In the accessories section, electrical contractors can choose from around 35 items, ranging from spirit levels and gels to cutting discs, cable pulling systems, extension cables, work lighting, and pens, as well as tool cases and systems. The protective equipment portfolio initially includes only hearing protection and will be expanded over the course of the year to include various work gloves and safety goggles.
“With Tradeforce, we are expanding our portfolio with a powerful brand that ideally complements our existing product range – both in terms of quality and price. Together with our supplier partners, we are creating an even more diverse offering for the diverse needs of our customers,” explains Alexander Moser, Senior Vice President Purchasing at Sonepar in Germany.
Further information about the products available in Germany can be found at: https://www.sonepar.de/l/tradeforce
SourceSonepar
EMR Analysis
More information on Sonepar: See the full profile on EMR Executive Services
More information on Philippe Delpech (Permanent Representative of Colam Entreprendre and President, Sonepar): See the full profile on EMR Executive Services
More information on Jérôme Malassigné (President Europe & Global Sourcing (SGS), Sonepar + Member of the Sonepar Executive Committee (SEC) + Member of the Executive Operating Committee (EOC) + Member of the Sonepar Strategic Committee (SSC) + Deputy Chief Executive Officer, Sonepar): See the full profile on EMR Executive Services
More information on TRADEFORCE by Sonepar: See the full profile on EMR Executive Services
More information on Sonepar Deutschland by Sonepar: https://www.sonepar.de + Sonepar Deutschland is Germany’s leading electrical wholesaler. Intended for professional users in the electrical trade and industry, our online shop offers high-quality electrical items produced by leading national and international brand manufacturers. On top of this Sonepar Deutschland offers its customers individual support and services that go far beyond customary wholesaling activities.
Sonepar Deutschland GmbH has a local presence across Germany in 167 locations. Central warehouses spread across the whole country and, together with a special distribution centre for industrial products, ensure that products are available with minimum delay.
With 500,000 products, a large selection of electronic items and materials for your daily needs awaits you in our online shop – available within 24 hours.
The signs at Sonepar have been pointing to growth since 1973: With a turnover of over 3.4 billion euros in 2020 and for 2024, 167 branches, Sonepar in Germany, with 5,000 employees, is the market leader in the German electrical wholesale trade.
More information on Manuel Haber (President, Germany, Sonepar + Managing Director, Sonepar Deutschland, Sonepar + Member of the Sonepar Executive Committee (SEC), Sonepar): See the full profile on EMR Executive Services
More information on Alexander Moser (Senior Vice President, Purchase Department, Sonepar Deutschland, Sonepar): See the full profile on EMR Executive Services
More information on the German Electrical Engineers Association (VDE): https://www.vde.com/en + VDE, one of the largest technology organizations in Europe, has been regarded as a synonym for innovation and technological progress for more than 130 years. VDE is the only organization in the world that combines science, standardization, testing, certification, and application consulting under one umbrella. The VDE mark has been synonymous with the highest safety standards and consumer protection for 100 years. Our passion is the advancement of technology, the next generation of engineers and technologists, and lifelong learning and career development “on the job”. Within the VDE network 2,000 employees at over 60 locations worldwide, more than 100,000 honorary experts, and 1,500 companies are dedicated to ensuring a future worth living. The headquarters of the VDE (Association for Electrical, Electronic & Information Technologies) is in Frankfurt am Main.
More information on Ansgar Hinz (Chief Executive Officer – Chairman of the Executive Board, VDE): https://www.vde.com/en/about-us/supervisory-management-board/management-board/vde-ceo + https://www.linkedin.com/in/ansgar-hinz-vde/?locale=en_US
EMR Additional Notes:
- PPE (Personal Protective Equipment):
- Specialized clothing or equipment worn by an employee for protection against injury or infection. The hazards addressed by protective equipment include physical, electrical, heat, chemicals, biohazards, and airborne particulate matter.
- PPE categories: eye and face protection, hand protection, body protection, respiratory protection, and hearing protection.
