Gelia was established in 1975 in Grästorp, Sweden, where we are headquartered even today. We started out as a regional distributor of products used for temporary electricity at construction sites and soon expanded our operations to include SB bags (self-service packaging), which made it easy for stores to display products for their customers. SB packaging and consumer information in stores became, and still are, the key to Gelia's successful concept.
A few important milestones in the Company's history came about in 1985 when Gelia Industri and Järnia AB signed a cooperation agreement. Cooperation resulted in sales almost doubling over a three-year period.
In 1992, Gelia acquired Critex/Elektropop, a competitor. The acquisition resulted in Gelia modifying its market strategy so that instead of working with one brand, it now had three different profiles in the market – one for the hardware and construction trade, one for the convenience goods trade and one for the electrical trade.
Gelia has been the DIY (do-it-yourself) division at Ahlsell since 1996. It was in conjunction with this acquisition that Gelia's 20 years of sole concentration on electrical products was supplemented with a corresponding range in heating & plumbing products. In September, 1997, everything was ready, and the market was presented with Gelia's expanded product range, including both electrical and heating & plumbing products, for the first time.
In conjunction with the acquisition of Gelia Industri, Ahlsell Group was able to develop its positions in the DIY sector. Today Gelia supplies Nordic specialist stores in the hardware, construction, electrical and convenience goods sectors with heating & plumbing products for both professionals and consumers.
In 2008, vvsinteriör.se became part of Ahsell's DIY division; vvsinteriör.se is specialised within consumer products for kitchens, bathrooms and tiling (interior shops). Five years later, in 2013, vvsinteriör.se was integrated with Gelia and the interior concept became part of Gelia's operations.
With its history and current group affiliation, Gelia has reached a market-leading position in the Swedish specialist trade, with the aim and objective of continuing to develop into the 21st century.
Being a part of Ahlsell Group, Gelia can offre the widest product portfolio in its sector, with products ranging from heating, ventilation & plumbing to electrical and cooling, as well as a personal protection equipment and tool sortiment.
Gelia operates electrical and heating & plumbing business in Sweden, Norway and Finland under the Gelia name. Heating & plumbing business is operated in Denmark under the VVS Trading name. Today the Company composes Ahsell's DIY division, with annual sales of about EUR 80 million.