In the 1960s, the company Sten Engwall AB was founded, laying the foundation for today’s SEAB. The business was built around the unique distribution rights for Turtle Wax, which in the early 1960s gave us the opportunity to become the first company outside the USA to sell their car care products. Since then, we have continuously expanded our portfolio with new, major, and well-known global brands, primarily in the areas of automotive care and DIY-related chemical-technical products.

Turtle Wax, STP, and Wunder-Baum® are internationally recognized products available in most car accessory shops and gas stations. More technical products like WD-40, Gorilla Glue, Hammerite, and others are also distributed through DIY stores as well as hardware, construction, and paint retailers.

In addition to consumer products, we also offer professional products for detailing, machine washes, and service stations for car care, as well as property maintenance and cleaning, in packaging sizes ranging from a few milliliters to drums, pallets, and IBCs.

 

Our Customers

They come from a wide variety of industries with different requirements, specific to car accessories, fuel companies, DIY, FMCG, construction, car dealerships, department stores, and companies selling to industry. We tailor our product ranges based on customer needs, focus, and conditions to create the most efficient sales possible. Don’t hesitate to contact us if you’re interested in exploring business opportunities together.

SEAB Nordic

SEAB Sweden is part of the SEAB Nordic group—a group of companies that are essentially self-governed in their local markets: Sweden, Norway, Denmark, and Finland. This structure allows us to operate according to local conditions while benefiting from Nordic economies of scale through shared distribution rights, brand strategies, purchasing, and logistics. SEAB Nordic employs around 120 people across the Nordics and has an annual turnover of approximately SEK 700 million.

SEAB Nordic is owned by Söderbergföretagen, a family-owned group of companies within the industrial and technical trade sectors, headquartered in Malmö.