About Us

Sales

Meeting the customer is at the core of Alligo’s business

Through complementary sales channels, strong concept brands and close customer dialogue, Alligo meets customers based on their specific needs. The objective is that it should always be easy to do business with Alligo.

Nordic sales organisation

Alligo’s sales are conducted through separate sales organisations in Sweden, Norway and Finland, with common Nordic coordination. This structure provides clear responsibility close to the market while enabling efficient and focused sales management, supported by shared ways of working and economies of scale.

Concept brands and non-integrated businesses

Alligo’s integrated operations meet customers through a single concept brand in each market: Swedol in Sweden and TOOLS in Norway and Finland. This structure creates clarity, recognition and a consistent customer experience across all sales channels.

In addition, Alligo has non-integrated businesses within selected product and technology areas such as product media, welding and batteries. These operations act independently with their own brands and sales channels in both retail and direct sales, complementing the overall offering.

Sales channels

Alligo’s sales take place through in-stores sales and various forms of direct sales. Customers choose sales channels based on their needs and the specific purchasing situation. The channels are designed to complement and support each other, with the aim that it must always be easy to do business with Alligo.

Stores

In-store sales account for nearly half of Alligo’s revenue
Fast and easily accessible service with a high level of product availability
The primary sales channel for small and medium-sized companies
Local presence through attractive stores close to customers’ operations

Direct sales

Primarily aimed at larger companies within industry and manufacturing, and more complex purchasing situations
Enables personalised, advisory and tailored business solutions
Includes field sales and telesales, digital channels and onsite service
Strengthens longterm customer relationships and supports larger volumes and agreements

Field sales and telesales

Personal sales through physical and digital customer meetings
Support for customers with needs for larger volumes or tailored solutions
Dedicated and competent sales staff with strong industry knowledge
Key Account Managers play an important role in tenders and procurement

Digital channels

Online stores, customised webshops and e‑commerce solutions
Integration with customers’ business and purchasing systems
Drive sales both digitally and to other sales channels

On‑site service – Smart Service

Goods supplied directly at the customer’s own operations
Saves time and provides greater control over consumption
More efficient workflows and reduced administration