SEGENSolar | Analysis of wholesale photovoltaic: market development, forecasts and international activities in Germany and Europe

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Published on: May 26, 2025 / update from: May 30, 2025 - Author: Konrad Wolfenstein

Blessing solar | Analysis of wholesale photovoltaic: market development, forecasts and international activities in Germany and Europe

SEGENSolar | Analysis of the photovoltaic wholesaler: market development, forecasts and international activities in Germany and Europe-Image: Xpert.digital

SEGENSolar: Strategic expansion in the European PV market

Innovative business model: How SEGEN Solar helps shape the installer market

SEGENSolar, as part of the global SEGEN group and since 2021 under the roof of the Labora Holdings, the parent company of City Electrical Factors (CEF), has established itself as an important wholesaler for photovoltaics (PV) in Europe. This analysis illuminates the market development of SEGEN Solar, its robust business model, which is strongly geared towards an innovative customer portal and close relationships with installers, as well as its strategic activities and expansions in Germany and other key markets such as Great Britain, the Benelux countries, Poland, the Czech Republic and Switzerland.

The investigation shows that SEGEN solar is strategically positioned to benefit from the energy transition in Europe. The takeover by Labora Holdings is not only a financial strengthening, but also opens up considerable synergy potential, in particular through the connection with the established network of City Electrical Factors. The SEGEN Solar Business Model, which combines a broad product range of leading manufacturers with comprehensive digital services and personal support, proves to be resistant and customer -oriented. The company is not only a product supplier, but also sees itself as a service -oriented partner for installers, with a clear expansion strategy in a growing but also competitive European market.

The activities in Germany, the European headquarters of SEGEN Solar GmbH in Cologne, are characterized by a targeted approach to the installer market by a tailor -made product portfolio and digital efficiency. At the same time, SEGEN Solar is driving its expansion into other European markets with adapted strategies that take local conditions into account and build on strategic logistics partnerships.

The European PV market remains dynamic, with strong growth in the area of energy storage and increasing importance of integrated energy solutions. SEGEN Solar meets the challenges of competition and market volatility with a focus on value -added services, operational excellence and the development of long -term customer relationships. The future development of the company will largely depend on the successful use of synergies within the Labora Group, adaptability to market changes and the consistent implementation of its European growth strategy.

SEGENSolar corporate overview

Corporate history and owner structure

The SEGEN group's origins are in Great Britain, where SEGEN Ltd. was founded by Andrew Pegg in 2005. The company quickly established itself as the market-leading British PV wholesaler and, for example, holds a share of 25 % in the British solar market for systems up to 250 kWp. SEGEN Solar GmbH, based in Cologne, SEGEN was founded as a European subsidiary in July 2015 The group also includes SEGEN Solar Pty, who works on the African continent.

A crucial turning point in the company's history was the takeover of 100 % of the shares to The SEGEN Group Ltd. and her subsidiaries by Labora Holdings in October 2021. Labora Holdings is the parent company of City Electrical Factors (CEF), an established wholesaler for electrical articles. It was emphasized that the subsidiaries also preserve their independence after the acquisition.

The acquisition by Labora Holdings represents more than just a change of ownership; It is a strategic step by CEF, a large electrical trader to significantly expand its presence in the rapidly growing sector of renewable energies. The core business of CEF are electrical products and the solar market is increasingly linked to electrical installations. By taking over, SEGEN CEF receives immediate, specialized expertise, an established customer base of installers (who are often electricians) and a proven digital platform. This synergy offers cross-selling opportunities and access to a new, high-growing market segment for CEF, while SEGEN financial stability and access to the huge sales network and the resources from CEF receive. Statements by Thomas Hartland-Mackie, CEO of Labora that the two companies “complement” and there are plans for “acceleration of growth”, support this assessment directly.

The decision that the SEGEN subsidiaries remain “independent” after the takeover indicates a strategic intention of Labora, SEGEN S specializing brand identity, surgical agility and profound PV market expertise instead of fully integrating them into the broader structure of CEF. This could be crucial to SEGEN maintain attractiveness for committed solar installers. Complete integration could SEGEN water a specialized focus and alienate its core customer base of installers. Maintaining operational independence enables SEGEN its tailor-made approach to continue for the PV market (e.g. specialized customer portal, PV-specific training) and at the same time benefit from Laboras in areas such as procurement, finance and potentially logistics.

SEGENSolar - important corporate milestones

Blessing solar - important corporate milestones

SEGENSolar - important corporate milestones - Image: Xpert.digital

SEGENSolar was founded in Great Britain in 2005 with the foundation of SEGEN Ltd. Founded and quickly established itself as a wholesaler for photovoltaic systems. In July 2015, the expansion to Europe was founded by the founding of SEGEN Solar GmbH with its headquarters in Cologne, Germany. An important milestone was reached in October 2021 when the Labora Holdings Labora, the parent company of CEF, was taken over. This takeover led to financial strengthening, strategic synergies and an expanded network. In 2022, a logistics center in Berlin was opened in cooperation with Emons, which quadruple the storage space and the delivery capacities for Germany and neighboring countries were significantly improved. In 2023, SEGEN Solar expanded its activities to the Czech Republic, where an office and a self-pick-up station in Prague were set up to develop new markets in Central and Eastern Europe. SEGEN its market entry in Switzerland in 2023 when the Solar Switzerland GmbH was founded

Global presence and European headquarters

The SEGEN group has a global presence with branches in Great Britain, Germany, South Africa and the USA ( SEGEN mentioned as part of the group). The European headquarters, SEGEN Solar GmbH, is located in Cologne. From here, the operations for the European market are controlled, which includes Germany, Benelux countries, Poland and other neighboring countries.

Mission and strategic focus in PV wholesale

's mission SEGEN is to offer installers a comprehensive portfolio of PV products, supported by expert advice and efficient logistics. A core aspect of corporate philosophy is to build sustainable relationships with installers and partners. SEGEN Solar aims to promote the growth of its customers in the market for renewable energies and pursues the goal of making “clean technology for everyone” accessible.

SEGENSolars business model and operation

Core offers: product portfolio and important supplier brands

SEGENSolar offers an extensive product range, which includes solar modules, inverters for all installation types (new buildings, commercial and supply technology applications), battery storage, PV assembly systems, EV chargers (wall boxes), Home Energy Management Systems (HEMS) and accessories. The company undertakes to work with “leading manufacturers” and the “best brands” on the market.

The specifically mentioned brands include:

Solar modules: Yes Solar, Aiko, Trina Solar, Jinko, Longi
Inverter: Enphase, Solaredge, Solis, Huawei, Kostal, Fox Ess
Battery storage: BYD, FOX ESS, Pylontech, RCT Power, Huawei
Montage systems: Renusol, Entall, K2 Systems, Esdec, Schlettter
EV chargers (Wallboxes): Kostal, Huawei
Hems: Solar Manager

The offer covers applications from private house systems to commercial and open space systems. In addition, attractive package offers are offered.

This comprehensive product range SEGEN not only positions solar as a component supplier, but as a one-stop shop for complete PV systems, including increasingly critical complementary technologies such as storage and EV charging devices. This simplifies the procurement for installers and corresponds to the trend towards integrated house energy solutions. Installers are often faced with the complex task of obtaining compatible components from several providers. By offering a wide, curated product range of leading brands, including modules, inverters, storage, EV chargers and hems, SEGEN solar reduces this complexity. This “one-stop shop” approach saves installers time, ensures the compatibility of the components (often SEGEN tested by pre-checked) and enables it SEGEN to achieve a larger share of the budget of each project. The mention of “attractive package offers” also underlines this strategy.

SEGENSolar - core product portfolio and selected brands

Blessing Solar - core product portfolio and selected brands

SEGENSolar - core product portfolio and selected brands - Image: Xpert.digital

SEGENSolar offers a comprehensive core product portfolio with high -quality brands to cover a wide variety of needs in the field of solar energy. In the area of the solar modules, brands such as Solar, Aiko, Trina Solar, Jinko and Longi, which are suitable for both private and commercial and open space systems. In the case of interverters, the offer includes string, micro and hybrid inverter for systems of all sizes, represented by brands such as Solis, Huawei, Solaredge, Enphase, Kostal and Fox ESS. For battery storage, the focus is on pylontech, BYD, FOX ESS, RCT Power and Huawei. PV assembly systems are available in many ways for all roof types and open space assembly, including K2 Systems, ESDEC, Renusol and Schletter. Wallboxes, optimized for the German market, are suitable for both private and commercial applications and are available, for example, from Kostal and Huawei. Solar managers provide suitable HEMS solutions to optimize self-consumption and increase the self-sufficiency. Additional products for installation complete the offer under the accessories category and enable flexible adjustments for customer needs.

The SEGEN customer portal: functions and promise of value

A central element of the SEGEN Solar business model is the “powerful online customer portal”. This portal offers installers around the clock access to a variety of functions:

Planning complete PV systems
Review of product availability and prices in real time
Product comparison and online ordering of components
Access to technical data sheets, brochures, guarantees and installation instructions
Design tools such as the PV system planner (including Renusol Configurator 3.0) and inverter design tools
Management of offers and invoices
Access to industry news, new products, webinars and event applications

The customer portal is an important investment and an essential distinction feature that offers installers efficiency, transparency and self -service options that are decisive in a fast -moving project environment. This digital competence is likely to reduce the operational effort of SEGEN routine inquiries and orders. Installers work under tight time specifications and need quick access to information and ordering options. A 24/7 portal with real-time storage and price information, design tools and extensive documentation addresses these needs directly. This level of digitization tightens the sales process for SEGEN , enables scalability and increases customer loyalty by facilitating your work. It is a strategic asset, not just a website.

Logistics and sales network in Europe

SEGENSolar operates several storage locations in Europe to ensure high product availability and fast delivery. These include the headquarters in Cologne and a logistics center in Berlin, which opened the logistics partner in 2022 in cooperation with the logistics partner, in Berlin, which quadrupled the storage area. A self -pick -up station near Prague, also with Emons, was recently set up. The company states that it has over 11 million solar products in its European camps and describes itself as the largest dealer. Deliveries of stored items are usually carried out within 24 to 48 hours. SEGEN Solar has a high delivery loyalty of 97.8 % and a picking accuracy of 99.7 %. A partnership with Wincanton for a national distribution center in Medway, Kent, was closed for the British market.

SEGENSolar uses strategic partnerships with logistics specialists such as Emons in Continental Europe and Wincanton in Great Britain to improve its sales capacities, enlarge the reach and increase the service level (e.g. self -collection, faster delivery). This is a scalable expansion model. The structure and management of an extensive, efficient logistics network across several countries are capital -intensive and complex. The partnership with established logistics service providers can SEGEN use existing infrastructure and expertise. This enables faster market entry (e.g. Prague of self -collection via Emons), increased storage capacity (Berlin center with Emons) and more potentially demanding services (Wincanton's state -of -the -art warehouse management system). This is an agile and potentially less risky approach than building all capacities in your own house.

The establishment of logistics centers such as Berlin (Germany, Benelux and Poland) and potentially Cologne, together with regional pick-up points such as Prague, indicates a hub-and-spoke sales strategy. This model aims to compensate for centralized warehousing with local access for installers. Centralized warehousing enables scale effects in inventory management and a wider product range. Regional pick -up points or smaller sales nodes reduce the delivery times and costs on the last mile and offer flexibility for installers. This multi -stage approach optimizes both warehousing and customer service in various European regions.

Customer support and training initiatives

A strong focus is on personal contact: Every customer is at the side of dedicated contacts in account management, order processing and technical support. Expert advice is offered both before and after the purchase. Training are carried out via exclusive webinars, customer events, road shows and participation in trade measurements. The SEGEN Solar Academy serves as a central platform for further training offers.

SEGENSolar combines its strong digital platform with a robust human support system. This hybrid approach serves different customer preferences and complex needs that cannot be addressed digitally only, thus promoting greater customer loyalty. While the portal offers efficiency for routine tasks, PV installations can be complex and require technical advice and problem solutions. The provision of fixed personal contact ensures that installers have access to competent human support if necessary. Training initiatives such as the Solar Academy also expand the skills of the installers and strengthen loyalty by SEGEN positioning as a partner that invests in their success, not just as a supplier. This combination is probably more effective than a purely digital or purely traditional approach.

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Market development and competitive landscape in the European PV wholesale trade

Overview of the European PV wholesale market: size, growth driver and trends

The European PV market has significant growth. In 2024, 66 GW was reinstalled in the EU (an annual growth of 4 %), which increased the total capacity to 338 GW. The market value rose from USD 57.3 billion to USD 63.1 billion (2024). For 2025, Solarpower Europe predicts a global increase in installations by 10 % to 655 GW and a globally installed total capacity of 7.1 TW to 2030. Germany with over 100 GW installed performance is a leading European market in the same year.

The trends include relocation to commercial and open space systems in Germany, strong growth in energy storage (Solarpower Europe predicts an average annual growth rate (CAGR) of 45 % for battery storage by 2029 in Europe) as well as the increasing importance of HEMS and sector coupling (PV + e-mobility + warmth). The market matures and more moderate growth rates are expected after a phase of explosive expansion. Overcapacities in module production lead to price pressure.

The European PV market is in the transition from a phase of fast, subsidized growth to a more mature, more competitive landscape. Although the total volume continues to grow, the “gold digging mood” decreases. This means that wholesalers increasingly have to compete through value -added services (training, design support, logistics, integrated solutions) instead of only price and availability. The slowdown of the growth rate indicated in and indicated, even if the absolute installations remain high, is typical of a market maturity. This usually leads to price pressure (tightened by overcapacity in production) and consolidation. Wholesalers who can offer more than just components - such as SEGEN S portal, training and support for complex systems (memory, HEMS) - are better positioned in order to be successful. Growth in commercial segments and savings also requires more demanding technical and logistical support from wholesalers.

The forecast of 45 % for battery storage in Europe makes this segment a critical focus area and competitive area for PV wholesalers. Expertise and a strong portfolio of storage solutions will be an essential distinction feature. With increasing PV penetration, network stability and the optimization of self-consumption are becoming increasingly important, which drives the demand for saving. Wholesalers who effectively bundle storage with PV, offer training for memory and can lead a number of storage technologies will conquer a significant share in this booming market. SEGEN S product portfolio already reflects this focus.

Important competitors in Germany and Europe

The most important PV wholesalers in Germany and Europe include:

Krannich Solar: Strong international presence, 30-year history, focus on commercial storage, extensive product range, strong service orientation. Turnover from Krannich Solar GmbH & Co. KG in 2022: EUR 1.22 billion.
Baywa Re Solar Systems: Global Presence, strong in Germany and Europe, wide product portfolio including its own assembly system (Novotegra), active in project development.
Sonepar Germany: Excellent as a “TOP PV supplier wholesale”, part of a large global electrical assistant, wide product range beyond PV.
Memodo GmbH: Leading wholesaler for PV and memory in Germany/Europe, strong focus on memory (formerly Tesla Powerwall Partner), heating systems/heat pumps, extensive training (Memodo Academy). Part of the GC group.

SEGENSolar sees a strong competition by established actors with deep market penetration (Krannich, Baywa RE), large electrical ducts that are expanding to the PV area (Sonepar), and specialized, agile wholesalers (Memodo). Each competitor has different strengths. The competitive landscape is not monolithic. Krannich and Baywa Re have considerable size and global reach. Sonepar uses its existing electric sales network. Memodo has created a niche with a strong focus on memory and installer training. SEGEN Solar must clearly formulate its unique promise of value (probably its portal, customer service and growing European network with the support of Labora) in order to effectively exist against these diverse threats.

Comparative overview of important PV wholesalers in Germany/Europe

Comparative overview of important PV wholesalers in Germany/Europe-Image: Xpert.digital

A comparative overview of important PV wholesalers in Germany and Europe shows the variety of offers, strengths and focus of these companies. Solar SEGEN GmbH, based in Cologne, serves the European market and scores with an extensive PV range, design tools and training, everything supported by the Labora Holdings (CEF). Krannich Solar, an owner -managed company with a global range and 30 years of experience, focuses on commercial storage and offers a large portfolio and comprehensive service. Baywa Re Solar Systems, part of Baywa AG, is characterized by project development, the Novotegra assembly system and a global presence, with a wide range of PV range and specialized services. Sonepar Germany, part of the Sonepar Group, combines its role as a large electrical assistant dealer with a comprehensive range of PV components and a sophisticated logistics network. After all, Memodo GmbH, which belongs to the GC group, is known as a specialist for storage solutions. The offer includes products such as the Tesla Powerwall, heat pumps and training, while the Memodo Academy and the Peak Plan offer customers additional support.

Emerging market opportunities and challenges

opportunities

The European Green Deal and national destinations for renewable energies (e.g. Germany's goal of 215 GW by 2030).
Growth in the commercial PV sector (proposal of the EU Commission for Mandatory PV systems on commercial and public buildings by 2027).
BOOTENDATIONS FOR ENERGY STARE.
Sector coupling (electric vehicles, heat pumps).
Digitization and smart home integration.

challenges

Volatility of the supply chains and interruptions (e.g. effects of the crisis in the Red Sea on the shipping costs).
Price pressure through overcapacity in production.
Securing qualified workers for installations (note from Solarwatt, generally correct).
Navigation through different national regulations and subsidy systems.
Increasing competition, including new, potentially less reliable market participants (comment from SungRow).
Concerns regarding the affordability for end consumers (comment from Garcia).

Andrew Garcia's term “Solar Coaster” aptly describes the volatile market conditions (inflation, shipping problems, effects of war). Wholesalers must be agile in procurement, inventory management and pricing. The challenge of affordability for end users means that SEGEN and his installers have to concentrate on demonstrating the long -term value and potentially offering financing solutions or product lines with “correct value”. The PV market is exposed to numerous external influences. Geopolitical events (Ukraine War, Red Sea) influence energy prices and logistics. Economic factors (inflation) affect affordability. Regulatory changes can change demand overnight. Wholesalers SEGEN are in the middle of it and have to cushion these shocks while trying to ensure stable supply and pricing for installers. Garcia's comment on the cooperation with installers in order to "design and provide the right value products" is a direct reaction to this environment and indicates the need for flexible product strategies and clear communication of the ROI to the end consumers.

SEGENSolar activities and market position in Germany

Operative presence and infrastructure in Germany

Solar SEGEN GmbH has its headquarters in Cologne (Dieselstr. 2, 50859 Cologne). This office serves as a hub for European activities. A logistics center in Berlin that is operated in partnership with Emons also supports the German market. Since its foundation in 2015, the team size has tripled and has been quadruplating the office space, which indicates significant growth.

Specific strategies for the German market

SEGENSolar aims at installers in Germany with a comprehensive product portfolio that includes modules, inverter, memory, wall boxes and HEMs, which is particularly suitable for the German market. A strong focus is on the customer portal, which offers a 24/7 order option and information procurement. Personal account management and technical support are other core components of the strategy. Training is offered through webinars and participation in German trade fairs such as the Intersolar Europe. In view of the affordability for end users, a focus is on “products with the right price-performance ratio”.

Although SEGEN Solar uses a centralized European structure (Cologne headquarters) and digital tools, the German strategy includes localized elements such as products that are suitable for the German market (e.g. specific wall box selection), German-language support and presence at important German industry events. This is crucial for acceptance and growth in a mature and demanding market like Germany. Germany is a highly competitive PV market with specific technical standards and customer expectations. A generic European offer would not be enough. SEGEN Solars Approach to adapt product selections, to offer local support and to get in touch with the German installer community through events such as the Intersolar, shows an understanding of these local nuances. This localized approach, combined with the efficiency of your central operations and your portal, forms your competitive strategy in Germany.

Partnerships and local commitment

SEGENSolar GmbH regularly takes part in the Intersolar Europe in Munich. The company works with manufacturers to offer webinars and training courses that are relevant to the German market. The logistics partnership with Emons for the Berlin camp improves the ability to deliver and enables self -collection for German customers.

Performance and market share insights (if available)

Specific market share data for SEGEN Solar GmbH in Germany are not included in this information. The parent company SEGEN Ltd. (UK) holds a market share of 25 % in Great Britain for systems up to 250 kWp. Although SEGEN Solar GmbH has a significant growth (tripling of the team, quadrupling of the office space), its quantitative part in the German PV wholesale market remains unnamed. This represents a gap in the analysis, since a quantitative comparison with competitors such as Krannich or Baywa Re in Germany is not possible.

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