Werbezeichen

What Werbezeichen does

Werbezeichen AG is a Munich-based B2B e-commerce platform founded in 2017 that supplies customized promotional merchandise to German businesses across retail, industry, trades, hospitality, IT, healthcare, and environmental sectors. The company's core product is the Werbezeichen Platform, an online shop offering 100,000+ products with 30,000+ brandable items spanning writing instruments, drinkware, bags, apparel, tech accessories, and hygiene products. Customers configure custom prints using multiple in-house decoration methods (screen printing, pad printing, laser engraving, digital printing, embossing, embroidery) and can also commission bespoke items through the Sonderproduktionen (custom production) service and curated gifting via Brand Boxen. Werbezeichen Workspaces, a complementary platform module, provides centralized portfolio management, free storage, access rights, and reordering for B2B procurement teams.

The company operates a hybrid go-to-market combining self-serve e-commerce with personal customer consultants and inside sales (Monday-Friday 8:00-18:00, +49 89 / 790 860 860), targeting exclusively B2B customers (no consumer sales). Distribution is direct via werbezeichen.de, with fulfillment through DHL, DPD, and UPS and free shipping on orders. Revenue is generated on a transactional, per-unit basis with no recurring subscription component; entry-level items such as pencils start at €0.11, mid-range branded products run €1-5 per unit, and premium/custom production is quote-based. The platform supports ESG-focused procurement through FSC- and RSC-certified products, the Impact Aware Collection with AWARE tracer technology, and a tree-planting partnership with Plant for the Planet. The company has served 22,000+ business customers including Zalando, Personio, Celonis, Flix, Google Cloud, NFON, and AboutYou, and received investment from AURELIUS Equity Opportunities in February 2021.

Name

Werbezeichen

Legal name

Werbezeichen AG

Website

https://werbezeichen.de

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Werbezeichen is a Munich-based B2B e-commerce platform founded in 2017 that supplies 100,000+ customizable promotional products to 22,000+ German businesses across retail, industry, IT, and hospitality, combining self-serve online ordering with personal account management and custom production services.

Ownership category

akta.pro rank

Product category

Promotional Merchandise

NAICS

Gift, Novelty, and Souvenir Retailers (45942)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Branded Merchandise & Corporate Gifts (BPAFAMAA)

akta.pro secondary industry

Office Supplies, IT & Workplace Procurement Marketplaces (CRAFAHAF)

Keywords

• Promotional merchandise
• Branded merchandise
• Corporate gifts
• Custom printing
• Business giveaways

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Promotional Products Sales: One-time transaction sales of branded promotional items including pens, bags, drinkware, writing instruments, textiles, and customized merchandise. Revenue generated per order with no recurring component.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Werbezeichen is a B2B-only e-commerce platform that sells customized promotional merchandise (Werbeartikel) such as pens, drinkware, apparel, bags, tech accessories, and notebooks to German businesses across retail, industry, trades, and commerce. Customers browse 100,000+ products online, configure custom prints or engravings, request quotes for special production, and either self-serve order online or work with an assigned personal consultant. The company complements the catalog with digital portfolio management (Workspaces), curated gift boxes (Brand Boxen), and bespoke product development (Sonderproduktionen).

Product overview

Werbezeichen is a B2B e-commerce platform offering over 30,000 customizable promotional items and merchandise for businesses. The core offering is the Werbezeichen Platform, an online shop where companies can browse, customize, and order branded products including writing instruments (ballpoint pens, fountain pens, pencils), drinkware (bottles, cups, mugs), notebooks, apparel (T-shirts, hoodies, workwear), bags and backpacks, tech accessories (USB sticks, powerbanks), and hygiene products. The platform is complemented by Werbezeichen Workspaces, a digital portfolio management tool for storing, managing, and reordering promotional items across teams. Brand Boxen provides a curated gifting service where products are selected, printed, packaged, and shipped as gift sets. Sonderproduktionen enables custom product development for unique items not in the catalog. The Impact Aware Collection offers sustainable products with verified environmental impact. The company serves B2B customers exclusively, providing free visualization, free shipping, and personal consulting throughout the ordering process.

Differentiator

Problem solved

Functional benefit

Products and services

• Werbezeichen Platform (B2B Werbeartikel Online Shop) B2B online shop giving German business customers self-serve access to 100,000+ promotional products with 30,000+ brandable items, online customization, quote requests, and account management. Exclusively for trade, industry, crafts, and commerce (B2B only).
• Werbezeichen Workspaces Digital workspace for managing company-wide promotional product portfolios, including free storage, team access rights, centralized product management, and easy reordering for business customers.
• Brand Boxen (Curated Gift Box Service) Custom gift box service in which Werbezeichen individually selects, prints/brands, packages, and ships promotional products as curated gift sets for employees, customers, and partners.
• Sonderproduktionen (Custom Production) Custom product development service for creating unique promotional items not available in the standard catalog, from initial concept through production, offered to B2B customers via quote-based engagement.
• Impact Aware Collection Sustainable promotional items with environmental impact tracking, featuring AWARE tracer technology that verifies recycled material content for sustainability-focused B2B buyers.
• Writing Instruments (Schreibgeräte) Ballpoint pens, fountain pens, pencils, highlighters, touch pens, and writing sets available for custom printing and branding for B2B marketing campaigns.
• Drinkware (Flaschen, Becher, Tassen) Drinking bottles, cups, mugs, and glasses customizable with logos for brand visibility, including RSC-certified recycled options.
• Notebooks & Notepads Notebooks, notepads, and organizational stationery products for custom printing, including premium branded options such as Moleskine.
• Bags & Backpacks (Taschen) Shopping bags, backpacks, sport bags, laptop bags, and travel bags available for custom branding, including sustainable bag options.
• Apparel & Textiles T-shirts, polo shirts, hoodies, jackets, and workwear customizable with company logos through screen printing, transfer printing, or embroidery.
• Tech Accessories USB sticks, powerbanks, wireless chargers, bluetooth speakers, webcams, and computer accessories available for custom printing, including premium options from brands such as Sony and JBL.
• Hygiene & Personal Care Products Tissues, toothbrushes, soaps, sunscreen, first aid kits, hand sanitizers, and personal care items customized for promotional purposes.

Quantifiable outcome

• Over 22,000 satisfied business customers served
• +1 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Plant for the PlanetcoreStrategic or Co-development PartnerEnvironmental partnership for tree planting. With every order, Werbezeichen plants trees through Plant for the Planet. The number of trees is calculated based on order quantity, supporting reforestation and biodiversity worldwide. This sustainability initiative helps customers offset environmental impact of their promotional merchandise orders.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PSI Promotional Product Services: PSI is the largest German promotional merchandise full-service provider with a multi-channel distribution platform covering thousands of customizable branded products. It is a direct competitor to Werbezeichen's core offering of branded merchandise B2B e-commerce in the DACH region.
• HALFAR System GmbH: HALFAR is a German promotional bag and accessories specialist with deep B2B catalog sales and branding capabilities, competing directly with Werbezeichen's Bags & Backpacks and custom branding product categories for the same enterprise customer base.
• Toppoint GmbH: Toppoint is an established German promotional merchandise distributor offering a multi-thousand SKU catalog with branding services. It operates in the same DACH B2B promotional products market as Werbezeichen with comparable product breadth and service positioning.
• Brand Addition: Brand Addition is a UK-headquartered global promotional merchandise distributor serving enterprise clients with branded merchandise, similar custom production, and digital procurement tooling that competes directly with Werbezeichen's B2B promotional products platform model across European geographies.
• KundenWerber / discount-druck.de (Distributor Pro): Discount-Druck is a German promotional product and textile printing e-commerce platform competing on price and selection depth, directly comparable to Werbezeichen's online catalog approach for B2B promotional merchandise buyers in Germany.
• PROMO PETS / Promotional products distributors (e.g., Promerchandise): Promerchandise is a German/DACH promotional merchandise e-commerce and full-service distributor offering customizable branded items comparable to Werbezeichen's catalog, custom branding service, and B2B positioning.

Broad incumbents

• Flyeralarm GmbH: Flyeralarm is a large German print and marketing products platform operating across business printing, promotional products, and merchandise categories with broader scale and incumbency than Werbezeichen, representing a broader competitive incumbent in the B2B promo space.
• 4imprint Group: 4imprint is one of the largest publicly listed promotional products distributors in North America and Europe, with comparable e-commerce platform, customer segment, and product breadth to Werbezeichen, serving as a broader-scope incumbent for benchmarking scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@WerbezeichenAG
• LinkedInlinkedin.com/company/werbezeichen
• Pinterestpinterest.com/werbezeichen
• Xx.com/werbezeichen

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Werbezeichen