Heidenreich expands into aquaculture and industry after growth in core segments.
Heidenreich, one of Norway’s oldest technical wholesalers, is expanding into the aquaculture and industrial markets as it seeks to build on strong growth in its plumbing (VVS) and water infrastructure (VA) business.
Founded in Christiania (now Oslo) in 1904, Heidenreich operates over 30 outlets nationwide and has been fully owned since 2003 by Cordes & Graefe KG—part of the German GC Group, one of Europe’s largest technical wholesale networks. The company has been Miljøfyrtårn-certified since 2010 and has made recent investments in logistics and sustainability initiatives.
CEO Roger Lunde said the company is entering the new segments in response to customer demand and a clear growth opportunity. “Results in VVS and VA confirm that customers appreciate our strategy of being a dedicated technical pipe wholesaler. We are now investing in aquaculture and industry. The time is right to grow further—these are the next natural steps.”
To lead the new focus areas, Heidenreich has appointed Anders Kallerud as Sales, Marketing, and Category Director for aquaculture and industry. Kallerud was previously CCO at VAQ and held senior roles in aquaculture, oil & gas, and industrial pipe supply at companies including BD, Avestad Sheffield, Itochu, and Telenor Satellite Services. He joins Heidenreich on 1 August 2025.
“With Anders Kallerud we gain a commercially focused and experienced industry executive who will be a driving force behind our ambition to become a leading technical wholesaler in aquaculture and industry,” said Lunde.
Kallerud said he was looking forward to building new technical and product concepts with a national footprint. “Heidenreich has a strong history in Norway, and we are well positioned to succeed. Our strategy will focus on technical competence, a national distribution network, and close collaboration with customers.”
Lunde noted that the company has continued to perform well despite a challenging macro environment: “Our team works with focus and unity. The progress we’ve seen in VVS and VA shows that we have a customer-oriented organisation. We’re now taking that same energy into aquaculture and industry.”