Alter Group OÜ is a company based on 100% Estonian capital that began active operations in early spring 1997, specializing in the retail and wholesale of electrical supplies. Starting in 2003, due to the owners’ passion for sailing, the company also began operating in the marine equipment and small boat market. Initially, the company focused solely on the sale of marine electronics, but soon expanded its product range to include motorboats and other marine equipment.
Our Journey Through the Years
Alter Baltics OÜ is a family-owned business run by brothers Roland and Margus Silluta—both passionate sailors and boaters. That’s why we’re dedicated to the marine sector and stay up to date on the rapid changes in this field. We regularly attend dealer meetings and major international boat shows, and, most importantly, we visit our customers throughout the Baltics—including both boat dealers and fishing supply stores—to understand market trends and needs.
To support the company’s growth and development, we established a subsidiary, Alter Baltics OÜ, in 2010, which took over our core operations. Our marine division has been operating in the Baltics since 2004 and represents two well-known French brands: Beneteau (in Estonia and Latvia) and Z-Nautic (in Estonia, Latvia, and Lithuania).
Today, we are represented in all the Baltic countries and offer world-class brands such as Lowrance, Simrad, Beneteau, Excess, Zodiac, Torqeedo, Zipwake, and many others. It is important to us to offer high-quality products and services, and we are proud to be able to service our entire product range on-site with our own technicians.
We actively support major sailing events in Estonia, such as the Muhu Väina Regatta and the ORC World Championships. In addition, we regularly participate in international boat shows, where we always welcome our customers so they can explore Beneteau motorboats, sailboats, and Excess catamarans.
Our office and warehouse are located in Harju County, near Tallinn. We offer our customers a wide range of services—sales of boats and engines, accessories and safety equipment, installation of accessories and PDC systems, winter storage, and much more. We also organize test drive days for watercraft using our demo boats. In addition to our headquarters in Tallinn, we have a showroom in Riga and plan to open a branch in Lithuania this year.
2023. In [year], our revenue reached 11.5 million euros, reflecting an upward trend compared to the previous year. The maritime division accounts for approximately 60% of total revenue.
In 2025: Alter Baltics OÜ opened a new showroom, office, and warehouse on Ämma Road
In 2008: Alter Baltics OÜ opened its showroom, office, and warehouse on Gaasi Street
2008. In [year], we opened a new office and warehouse building on Gaasi Street in Tallinn, which includes a seminar room and a product showroom. This allowed us to offer our customers even more professional service and a better opportunity to explore our product range.
Over the years, we have also:
✔ Opened new showrooms in Riga and Tartu
✔ Since January 2015, we have held ISO 9001 quality management and ISO 14001 environmental management certifications
✔ Participated annually in major maritime industry events
✔ Worked closely with boating and fishing magazines, sharing knowledge and test results
