Schmidt Bros
Schmidt Brothers Cutlery is a privately held U.S. premium kitchen knife and BBQ tool brand founded in 2010, selling high-carbon German stainless steel cutlery through DTC e-commerce and 10,000+ retail locations including Crate & Barrel, Williams Sonoma, Target, and Walmart.
- Company typePrivate
- Founded2010
- HeadquartersWestwood, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Schmidt Bros does
Schmidt Brothers Cutlery (d/b/a Schmidt Bros.) is a privately held U.S. kitchen cutlery brand founded in 2010 by co-founders Jared and Jordan Schmidt, headquartered at 240 W 40th Street, New York. The company designs and sells premium stainless steel kitchen knives, BBQ/grill tools, cutting boards, magnetic knife blocks, sharpeners, shears, and bundled gift sets, with consumer price points ranging from $10.99 for utility shears to $499.95 for premium Artisan 7-piece sets. Core product technology centers on high-carbon German stainless steel blades (59± HRC hardness, 18-degree blade angle) with FSC-certified wood handles and a patented "Schmidt Brothers Curve" ergonomic bolster; the premium Artisan line features 65-layer Japanese VG10 Damascus steel and is manufactured in Solingen, Germany.
The company operates a hybrid go-to-market model anchored by direct-to-consumer e-commerce at schmidtbrothers.com (with free U.S. shipping on orders of $125+) and supplemented by an extensive wholesale distribution network spanning over 10,000 retail locations through Crate & Barrel, Williams Sonoma, Target, and Walmart. Pricing follows a one-time unit-pay-as-you-go model with no subscription tier. Repeat engagement is driven through email acquisition incentives (15% first-order discount), seasonal holiday bundles, the back-to-school BTS26 promotion, and a free culinary education program called "The Cutting Edge," launched February 2025 in partnership with Homemade. Marketing is multi-channel, combining organic social (Facebook, Pinterest, Instagram, YouTube), earned media placements (Oprah's Favorite Things, Good Morning America Deals & Steals, Food Network Editor's Picks, The Knot Registry Award), and a GOVX discount program targeting military, first responders, government employees, and educators.
Customer segmentation is hybrid and persona-driven. Primary segments are home cooks and grill/BBQ enthusiasts; secondary segments include gift buyers (with a dedicated wedding collection recognized by The Knot Registry Award), culinary education seekers, and a planned expansion into professional chefs through Michelin-starred chef collaborations slated for 2025. Revenue is generated almost exclusively through one-time hardware sales across DTC and wholesale channels. The company discloses no funding rounds, no M&A activity, and no external investment, and operates with a headcount band of 1-10 employees.
Schmidt Bros firmographics
Firmographics- Name
- Schmidt Bros
- Legal name
- Schmidt Brothers Cutlery
- Website
- https://schmidtbrothers.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Schmidt Brothers Cutlery is a privately held U.S. premium kitchen knife and BBQ tool brand founded in 2010, selling high-carbon German stainless steel cutlery through DTC e-commerce and 10,000+ retail locations including Crate & Barrel, Williams Sonoma, Target, and Walmart.
- Ownership category
- akta.pro rank
Schmidt Bros industry classification
Industry- Product category
- Kitchen Cutlery
- NAICS
- Cutlery and Handtool Manufacturing (3322), Cutlery and Handtool Manufacturing (33221)
- SIC
- Cutlery, Handtools & General Hardware (3420)
- akta.pro primary industry
- Hunting & Shooting Specialty Knife/Tool Retail (CRAMAKAH)
Keywords
Where Schmidt Bros is headquartered
LocationHeadquarters
- HQ city
- Westwood
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Schmidt Bros business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time hardware sales of knives, knife sets, BBQ tools, cutting boards, and accessories through e-commerce and retail channels. Products range from $10.99 for utility shears to $499.95 for premium Artisan 7-piece sets.
- Retail Distribution: Wholesale distribution through major retail partners including Crate & Barrel, Williams Sonoma, Target, and Walmart, with products available at over 10,000 retail locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium Kitchen Knife Sets (14-15 piece) |
| Unit Pricing | Pay-as-you-go | Standard Knife Sets (7-piece) |
| Unit Pricing | Pay-as-you-go | Steak Knife Sets (4-8 piece) |
| Unit Pricing | Pay-as-you-go | BBQ/Grill Tool Sets (4-piece) |
| Unit Pricing | Pay-as-you-go | Accessories (Sharpeners, Cutting Boards, Storage) |
| Unit Pricing | Pay-as-you-go | Holiday Bundles |
| Unit Pricing | Pay-as-you-go | Single Knives and Specialty Items |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Schmidt Bros product offering
Product offeringCore offering
Schmidt Brothers Cutlery designs, sources, and sells premium kitchen cutlery and BBQ tools, including German and Japanese stainless steel knife sets, individual knives, steak knife sets, BBQ/grill tool sets, kitchen shears, magnetic knife blocks, end-grain cutting boards, and sharpeners. Products are sold direct-to-consumer via schmidtbrothers.com and through major retailers, with pricing ranging from $10.99 utility shears to $499.95 premium Artisan 15-piece sets.
Product overview
Schmidt Brothers Cutlery is a premium cutlery and kitchen tools company offering a comprehensive portfolio of knife sets, individual knives, BBQ tools, and kitchen accessories. The product lineup is organized into multiple series (Delta, Zebra Wood, Bonded Ash, Bonded Teak, Carbon 6, Madison, Jet Black, Artisan, Heritage, Fusion, Summit, Forged Steel, Apollo, Giotto, Hex, Gridiron, Highline, Foundry, Strata, Evolution, Titan 22, Runwell, Crosstown) and collections (Knife Block Sets, Steak Knife Sets, Specialty, Grill/BBQ Tools, Holiday Bundles, Wedding, Foodie). Core offerings include knife sets ranging from 2-piece prep sets to 15-piece block sets, various BBQ tool configurations, cutting boards, magnetic storage blocks, and sharpeners. The company differentiates through German stainless steel construction, FSC-certified wood handles, patented Schmidt Brothers Curve ergonomic design, and products made in Solingen, Germany for the Artisan series. Distribution spans over 10,000 retail locations including Crate & Barrel, Williams Sonoma, Target, and Walmart, with a direct-to-consumer e-commerce platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Knife Block Sets Complete kitchen knife sets housed in storage blocks (magnetic blocks, traditional slots, countertop stands), available in configurations from 2-piece prep sets to 15-piece collections with German stainless steel blades and FSC-certified wood handles. Sold to home cooks through schmidtbrothers.com and major retailers.
- Steak Knife Sets Individual steak knife sets available in 4-piece, 6-piece, and 8-piece configurations with wood, resin, or stainless steel handles. German stainless steel blades, full tang construction, and 18-degree dual-angle edges tempered to 59 HRC. Includes gift and storage boxes on premium models.
- Zebra Wood 6-Piece BBQ Knife Set Premium BBQ knife set forged from German stainless steel with FSC-certified zebra wood handles. Includes brisket knife, butcher knife, chef BBQ knife, boning knife, carving fork, and canvas carrying roll. Full tang construction and 18-degree blade angle, designed for grill masters and BBQ enthusiasts.
- Carbon 6 4-Piece Grill Set Professional-grade BBQ tool set with high-gauge, full-forged stainless steel handles in an ergonomic design. Includes spatula, fork, tongs, and basting brush with removable dishwasher-safe silicone head. Leather hanging loops and premium wood storage block included.
- Bonded Ash 4-Piece Grill Set Heavy-gauge stainless steel grill tools with sculpted Ash Pakkawood handles featuring an ergonomic belly design. Includes spatula, fork, tongs, and basting brush, designed for outdoor grilling and BBQ preparation.
- Bonded Teak 4-Piece Grill Set Fully forged stainless steel BBQ tool set with hand-polished natural South Asian teak wood handles. Includes fork, tongs, spatula, and basting brush with removable silicone head. Packaged in a handcrafted wood gift and storage box.
Quantifiable outcome
- Blade hardness of 59 +/- HRC ensures long-lasting sharpness
- +1 more outcomes
Companies that use Schmidt Bros
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
Schmidt Bros technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Schmidt Bros partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- HomemadecoreSchmidt Brothers partnered with Homemade to develop 'The Cutting Edge,' a free online culinary class program celebrating the company's 15th anniversary. The program is designed to deepen customer engagement and provide cooking education to home cooks, featuring classes taught by culinary instructors to help customers maximize the use of their kitchen knives and tools.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Schmidt Bros competitors and assessment
Company assessmentDirect peers
- Zwilling J.A. Henckels: Heritage German cutlery brand with broad distribution across department stores, specialty retailers, and DTC. Matches Schmidt Brothers' premium kitchen knife focus, multi-tier pricing, and omnichannel strategy.
- Global Knives: Premium Japanese-style kitchen knife brand with distinctive design and wide retail distribution. Comparable to Schmidt Brothers' premium steel materials (CROMOVA 18 stainless steel) and specialty kitchen positioning.
- Dalstrong: DTC premium kitchen knife brand with aggressive digital marketing and broad product range. Comparable to Schmidt Brothers' premium pricing ($199–$499 sets), digital-first GTM, and bold product positioning.
- Shun Cutlery: Premium Japanese-style kitchen knife brand (Kai USA) known for Damascus steel blades and high-end positioning. Comparable to Schmidt Brothers' Artisan VG10 Damascus series and premium materials emphasis.
- Made In: DTC-first premium cookware and cutlery brand that has expanded into retail. Highly comparable to Schmidt Brothers' premium positioning, DTC/retail hybrid model, and chef-endorsement marketing approach.
- Misen: DTC kitchen knife brand known for direct-to-consumer value-premium positioning (e.g., $130 chef's knife). Comparable to Schmidt Brothers' mid-tier price points and direct e-commerce emphasis.
- Wüsthof: Premium German cutlery manufacturer based in Solingen, producing forged kitchen knives. Directly comparable to Schmidt Brothers' German stainless steel positioning and Solingen-made Artisan line, with similar premium pricing and retail distribution.
- Cutco Corporation: US-based direct-sales and DTC cutlery manufacturer with broad product lineup including knife sets, steak knives, and kitchen tools. Comparable to Schmidt Brothers' full-portfolio kitchen cutlery offering and multi-channel distribution.
- Cangshan TC Series: Premium kitchen knife brand offering German steel knives with modern design aesthetics at accessible price points. Comparable to Schmidt Brothers' standard Delta series and direct-to-retail premium positioning.
Broad incumbents
- Victorinox: Swiss heritage brand with broad cutlery, kitchen tools, and Swiss Army knife portfolio. Comparable to Schmidt Brothers' kitchen cutlery and BBQ tool product lines, with similar retail distribution across mass and premium channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Schmidt Bros social profiles
Digital presenceSchmidt Bros compliance and trust
Trust signalCompliance1 record
Schmidt Bros financial estimates
Financial estimateRevenue estimate
Valuation estimate
Schmidt Bros leadership team
Management profileNumber of profiles
Profiles2 records
Schmidt Bros funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Schmidt Bros M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Schmidt Bros
What does Schmidt Bros do?
Schmidt Brothers Cutlery designs, sources, and sells premium kitchen cutlery and BBQ tools, including German and Japanese stainless steel knife sets, individual knives, steak knife sets, BBQ/grill tool sets, kitchen shears, magnetic knife blocks, end-grain cutting boards, and sharpeners. Products are sold direct-to-consumer via schmidtbrothers.com and through major retailers, with pricing ranging from $10.99 utility shears to $499.95 premium Artisan 15-piece sets.
Is Schmidt Bros a public or private company?
Schmidt Bros is a private company. It is classified as family owned and is currently operating.
When was Schmidt Bros founded?
Schmidt Bros was founded in 2010. It employs 1 to 10 people.
Where is Schmidt Bros based?
Schmidt Bros is headquartered in Westwood, United States, in the North America region.
How does Schmidt Bros make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are retail Distribution.
Who are Schmidt Bros's main competitors?
Direct peers on record are Zwilling J.A. Henckels, Global Knives, Dalstrong, Shun Cutlery, Made In, Misen, Wüsthof, Cutco Corporation and Cangshan TC Series. Victorinox is listed as a broad incumbent.
Does Schmidt Bros have an API?
No public API is recorded for Schmidt Bros.
What industry is Schmidt Bros in?
Schmidt Bros's product category is Kitchen Cutlery. Its primary akta.pro industry code is CRAMAKAH, Hunting & Shooting Specialty Knife/Tool Retail. Its NAICS code is 3322 and its SIC code is 3420.