How AI Is Disrupting B2B Wholesale: Lessons from the Wollschläger Collapse

In our blog, we’ve examined many causes and shared an in-depth four-part series on the topic. Personally, I’m still fascinated by the case of Frank Wollschläger from Bochum and his company. Was the downfall the result of strategic misjudgments? A lack of IT integration? Managerial arrogance?

Digital shortcomings, missing system integration, and inefficiency were just some of the reasons why a well-established family business like Wollschläger failed. Some say the company collapsed under the weight of unhealthy growth—because it didn’t prioritize digitalization and efficiency in time, while smarter and faster competitors pulled ahead. A costly example of how unforgiving the wholesale market can be.

Is history repeating itself—only faster? Recent developments in the wholesale sector suggest that now is the time to act.

Consolidation as a Warning—and an Opportunity

A 2023 industry report from the Sparkassen-Finanzgruppe shows that consumer goods wholesalers increased their revenue by 10% in 2022. But this figure must be seen in the context of general inflation. Despite overall positive revenue growth, market concentration continues to rise and the number of businesses is declining. Around 21,500 companies generate about one-quarter of total wholesale revenue. Key segments include the trade of photographic and optical products, household electronics, entertainment technology, as well as pharmaceutical and medical goods. In the B2C wholesale sector, a clear trend toward consolidation is evident. But what about B2B?

Here too, the signs are unmistakable. Four recent developments in 2025 suggest the trend is accelerating. I mention them anecdotally and without judgment—how could I? These are private companies, and we only know what’s publicly available. But taken together, they tell a clear story: many smaller companies are increasingly seeking the backing of larger partners—due to growing business complexity or the lack of successors.

Let’s start with Niemann-Laes, a well-known player in the HVAC sector, which recently merged with the Lahrmann Group to pool expertise and drive growth through improved efficiency. According to the press release, the goal of the merger is to expand the product portfolio and leverage synergies to “better meet increasingly complex customer demands” (source: Niemann-Laes press release). Sounds promising—and it likely is. But there’s a hard truth behind the message: without digitalization, AI-driven analytics, and predictive systems, such synergies will only be half as effective.

The recent acquisition of RINK by the Zander Group follows a similar pattern. The electrical industry is consolidating rapidly—because size alone no longer guarantees success. Zander explicitly emphasizes that digitalization plays a key role in its strategic development (source: Elektrowirtschaft). But how serious is the company about adopting AI? Is it just talk, or are real investments being made?

Then there’s Haberkorn. The Austrian wholesale giant has entered the German market through a stake in the Reiff Group, pursuing growth through smart partnerships and sustainable digitalization (source: Technischer Handel). But is it enough to merge and treat digital transformation as a side project?

Finally, a more personal note: Dagmar Rauchfuss and her sister have decided, after careful consideration, to transfer the business operations of Knip GmbH & Co. KG to GuK in Berlin as of March 1, 2025. I had the pleasure of meeting Dagmar in 2024 at our VTH AI kick-off event in Berlin. She made the same impression on me that she has clearly made on her partners for years: responsibility, expertise, and an unwavering focus on the customer. Selling the family business was surely not easy—but probably the right decision.

All these examples illustrate one thing: wholesale is undergoing a dramatic transformation. Any managing director or sales leader who believes there’s still time is putting their business at risk.

Why AI is Not an Option—but a Necessity

Gaby and Andreas Lahrmann deeply care about the future of their mid-sized business—for their customers, their employees, and their legacy. The same goes for Dagmar Rauchfuss and the team at Wilhelm Rink GmbH. But dedication alone isn’t enough. What’s needed are tools to keep pace with a rapidly evolving market.

In an exclusive conversation with Ian G. Heller and Dr. Jonathan Bein from the Distribution Strategy Group, Don Sarno, Senior Vice President of Digital Enterprise Americas at Sonepar, explained how Sonepar is creating real value with AI. The company uses AI to support employees in making data-driven decisions, suggesting alternative products, and predicting customer behavior.

It’s worth recalling that in July 2024, Sonepar announced its acquisition of Echo Electric Supply—one of the top 30 electrical distributors in North America, based in Council Bluffs, Iowa. It was their seventh Midwest acquisition in three years. For Sonepar, digitalization and AI are the driving forces behind its consolidation strategy.

And they’re not alone. Companies with 5,000 to 10,000 customers and product portfolios ranging from 20,000 to 100,000 SKUs face massive challenges. Without smart systems, it’s nearly impossible to remain efficient and profitable. Pricing errors, customer churn, or inventory mismanagement can have serious consequences. AI-powered sales software helps manage this complexity.

Predictive AI systems deliver reliable forecasts on cross-selling potential, pricing optimization, and churn risks—long before problems become visible. In a low-margin, highly competitive industry, the winners will be those who base decisions on data. If you want to continue serving more and more customers profitably, now is the time to start with AI. AI is not optional. It is essential.

Avoiding the Wollschläger Trap – But How?

Take the example of Johannes Kraft GmbH, which became part of the Würth Electrical Wholesale Group in January 2024. For its future, it was the right step—providing better availability, structure, and long-term stability. Will Würth become the next Wollschläger? Certainly not.

The Wollschläger case makes one thing clear: it’s not enough to be big, established, or well-known. The market leaders of tomorrow are data-driven, agile, and fast in their decisions. AI is not just about language models—it’s a strategic pillar. And real wholesale AI is already available “off the shelf”

So the real question is: how many of your current business decisions are based on gut feeling instead of reliable, data-driven forecasts? How often do you react only when the customer is already gone—rather than knowing months in advance that action is needed? How do you supplement expertise in times of skilled labor shortages?

If you’re thinking, “We still have time—our revenue is growing,” think again. Think about Wollschläger. Think about the growing number of mergers and acquisitions, all pointing to the same conclusion: standing still is falling behind. And falling behind, in the long run, means failure.

I’m not suggesting you sell or merge your business—quite the opposite. I fully respect the strategic decision to grow through consolidation or to support others during tough times. What I want to highlight is this: if you leave efficiency gains on the table, someone else will seize them. And in B2B wholesale, there are no better gains than smart pricing, intelligent cross-selling, and excellent customer service—delivered by the same technical team.

Three Steps to Get Started Today

Start by reviewing your sales processes. Where does complexity slow your business down? Predictive sales software can continuously provide answers to the most important questions: Which customers will still be profitable tomorrow? Which products truly have growth potential—and which don’t? In which regions, at what price, and in what quantities?

Then, use predictive AI to shift from data management to proactive sales steering. You’ll be surprised how quickly AI systems can deliver tangible results—where it counts: revenue, margin, and customer retention. Finally, act proactively—not reactively. The right AI software for B2B wholesale doesn’t just help you serve existing customers better. It systematically uncovers your most profitable cross- and upselling opportunities.

And that makes all the difference for your long-term market success—especially if you’re merging with another business and want to serve more customers, faster.

 
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Conclusion: The AI Future Starts Now

Let me take this moment to congratulate all the companies mentioned here on their courageous and strategic moves. You are helping to shape the future of the German economy in uncertain times—and for that, you are role models for the entire industry.

The acquisition of RINK by the Zander Group, the merger of Niemann-Laes with Lahrmann, and Haberkorn’s investment in Reiff all make one thing clear: your business must act now. The story of Wollschläger should serve as a wake-up call for every managing director and sales leader: it’s time to embrace AI and predictive analytics.

The critical question remains: Where do you stand today?

If you want to move beyond theory and take real action, talk to us. With more than ten years of experience in AI-powered B2B sales, we know which steps are necessary—and how quickly they can yield results.

Don’t wait. Contact us today and secure the future of your business—before someone else does it for you.

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Further Read:
 

Lahrmann and Niemann-Laes will join forces from 2025

Zander Group takes over Rink

Haberkorn acquires stake in Reiff Group

The history and downfall of a German wholesale company “Wollschläger” – Part 4