Schmidt Groupe
Schmidt Groupe is a privately held, family-owned French manufacturer of custom-made kitchens, wardrobes, and interior furniture, the 5th largest in Europe, operating four brands across ~920 stores in 22 countries via 580 concessionaires and a digital D2C channel.
- Company typePrivate
- Founded1934
- HeadquartersLièpvre, France
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Schmidt Groupe does
Schmidt Groupe is a privately held, family-owned French-headquartered manufacturer and retailer of custom-made interior furniture, founded in 1934 by Hubert Schmidt in T\u00fcrkism\u00fchle (Saarland, Germany) and now based in S\u00e9lestat, Alsace, France. It is the 5th largest European kitchen manufacturer and operates through four brands targeting distinct segments: Schmidt (premium custom interiors, 571 stores in 20+ countries), Cuisinella (accessible, anti-standard kitchens for younger households, 344 stores in France, DOM-TOM, Switzerland, and Belgium), ID PRO (B2B interior design launched in 2023 for professionals), and CUBRO (digital-native custom facades, acquired in 2025).\n\nThe company runs a make-to-order industrial model ("flux tendu") across five production sites in Alsace and Saarland (Li\u00e8pvre, S\u00e9lestat U1/U2/U3, T\u00fcrkism\u00fchle, Bergheim), producing approximately 150,000 orders per year (~800/day, ~6,000 furniture pieces/day) with heavy automation, including 100+ robots at the flagship S\u00e9lestat U1 facility, and approximately \u20ac40M in average annual industrial capex. Differentiated technology includes 3D FIT millimetric space optimization, Hydro water-based lacquer (cutting VOC emissions from 55% to 5%), Styl'IA AI design assistant, and proprietary wood-cutting algorithms that have reduced waste from 16.92% (2017) to 15.30% (2024).\n\nSchmidt Groupe generates revenue primarily through one-time sales of custom kitchen, wardrobe, bathroom, storage, and professional-furniture projects to consumers and B2B clients, monetized via a franchise-like network of 580 entrepreneur-concessionaires operating 920 branded points of sale across 22 countries, plus a 100%-online D2C channel (CUBRO) and an enterprise field-sales motion (ID PRO). The extended enterprise of approximately 8,000 people spans concessionaires, suppliers, and employees in France, Germany, Spain/Portugal, UK, Belgium, Switzerland, and Italy, with consumer financing facilitated through a Cofidis partnership that financed \u20ac50M in 2025. The company is led by Pr\u00e9sidente Anne Leitzgen (granddaughter of the founder) and Director General Laurent Blum, and is governed by an eight-member independent Supervisory Board chaired by Caroline Leitzgen.
Schmidt Groupe firmographics
Firmographics- Name
- Schmidt Groupe
- Legal name
- Schmidt Groupe
- Website
- https://groupe.schmidt
- Company type
- Private
- Founded year
- 1934
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Schmidt Groupe is a privately held, family-owned French manufacturer of custom-made kitchens, wardrobes, and interior furniture, the 5th largest in Europe, operating four brands across ~920 stores in 22 countries via 580 concessionaires and a digital D2C channel.
- Ownership category
- akta.pro rank
Schmidt Groupe industry classification
Industry- Product category
- Custom Kitchen and Interior Furniture Manufacturing
- NAICS
- Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371), Household and Institutional Furniture Manufacturing (33712), Wood Kitchen Cabinet and Countertop Manufacturing (337110)
- SIC
- Household Furniture (2510), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)
- akta.pro primary industry
- General Home Improvement & Hardware Stores (CRAIADAA)
Keywords
Where Schmidt Groupe is headquartered
LocationHeadquarters
- HQ city
- Lièpvre
- HQ country
- France
- HQ region
- Europe
Offices10 records
Markets served
Schmidt Groupe business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- B2C Furniture Sales (Schmidt & Cuisinella): Sale of custom-made kitchens, wardrobes, bathrooms, shelving, storage solutions, and workspace furniture directly to consumers through branded retail stores. Made-to-order production with personalized design, manufacturing, and installation services. Pricing varies by customization level, materials, and brand positioning (Schmidt premium, Cuisinella accessible).
- B2B Professional Interior Design (ID PRO): Custom interior design and installation services exclusively for professionals including offices, healthcare facilities, hotels, restaurants, retailers, property developers. Each project benefits from Schmidt Groupe's industrial excellence adapted to professional technical, regulatory and budgetary constraints.
- Digital-First Furniture (CUBRO): Online-only sales of custom facades for kitchens, wardrobes and storage. 100% digital experience from design consultation to delivery. Fabricated in Spain with premium materials. Revenue from single transaction purchases of customized furniture components.
- Financing Services (Cofidis Partnership): Consumer financing solutions through partner Cofidis enabling customers to spread payments. €50 million financed in 2025. Also accepts 10 or 12x payment by credit card.
- Concessionnaire Network Fees: Revenue from network of ~580 entrepreneur concessionnaires operating branded stores under Schmidt and Cuisinella brands, benefiting from brand licensing, training support (Schmidt Groupe Academy), and collective marketing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Schmidt brand - Premium positioning with premium materials, French craftsmanship, and extensive customization options |
| Unit Pricing | Pay-as-you-go | Cuisinella - Accessible to premium-accessible pricing with innovative, design-forward approach |
| Unit Pricing | Pay-as-you-go | Cuisinella Start - Entry-level functional kitchen range |
| Unit Pricing | Pay-as-you-go | CUBRO - Digital-native pricing with no retail overhead |
| Unit Pricing | Multi-year contract | ID PRO - Project-based B2B pricing |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels6 records
Schmidt Groupe product offering
Product offeringCore offering
Schmidt Groupe designs, manufactures, and distributes custom-made kitchens, wardrobes, bathrooms, storage solutions, and living space furniture through four brands (Schmidt, Cuisinella, ID PRO, CUBRO) sold via a network of 920 retail points of sale in 22 countries. Production is fully on-demand with no stock, executed across five industrial sites in Alsace and Saarland, with design consultation, manufacturing, and installation handled end-to-end for individual homeowners and B2B professionals.
Product overview
Schmidt Groupe operates a multi-brand portfolio of four distinct brands serving different market segments: Schmidt (premium French expert in custom interior transformation since 1959, 571 stores), Cuisinella (bold, accessible kitchen and living space brand since 1992, 344 stores), ID PRO (B2B professional interior design brand launched 2023), and Cubro (digital-native custom facade brand founded 2019, acquired 2025). The company manufactures custom furniture on-demand across five production sites in Alsace and Saarland, producing approximately 150,000 orders annually. Product offerings span kitchens, wardrobes, bathrooms, living rooms, storage solutions, and professional spaces, with key innovations including Print digital printing, Curve rounded designs, Hydro Lacquer technology, 3D FIT optimization, and Styl'IA AI-powered personalization. Services include custom design consultation, professional installation, financing solutions, and Schmidt Groupe Academy training programs.
Differentiator
Problem solved
Functional benefit
Brands
- Schmidt: Historic brand and reference of French design, specialist in custom interior design for all rooms of the house including kitchens, closets, bathrooms, and living spaces. Founded 1959 with 571 stores in 20+ countries.
- Cuisinellà
- ID PRO
- CUBRO
Products and services
- Schmidt (Brand) Schmidt is the premium brand of the group offering custom-made interior solutions for kitchens, living rooms, storage, wardrobes, and entire home spaces. Targeted at quality-focused individual homeowners across 20+ countries via 571 retail stores, with full design-to-installation service.
- Cuisinella (Brand) Cuisinella is the accessible-to-premium-accessible brand of the group offering anti-standard kitchens, storage, and clever home solutions for younger households and millennials. Available across 344 stores in France, DOM-TOM, Switzerland, and Belgium, with the Start collection from approximately €4,800 and (Re)Source range made from 100% recycled wood.
- ID PRO ID PRO is the B2B interior design brand providing custom space solutions exclusively for professionals across offices, hotels and restaurants, retail stores, medical practices, and real estate developers. Leverages Schmidt Groupe's industrial excellence adapted to professional technical, regulatory, and budgetary constraints, served through 6 dedicated locations in France and direct field sales.
- CUBRO CUBRO is the digital-native brand offering custom facades for kitchens, wardrobes, and storage furniture through a 100% online, expert-guided experience with no showrooms. Available in Spain, France, Portugal, Italy, and Germany, with home-delivered samples and online configurator.
- Schmidt Groupe Academy Schmidt Groupe Academy is a Qualiopi-certified internal training center offering certification programs for sales designers, commercial managers, and store teams. Provides immersive training in replica showrooms for Schmidt and Cuisinella brands, supporting the Enterprise Étendue partner-concessionnaire model.
Quantifiable outcome
- 125,000 drawer cycles tested vs 60,000 NF standard (4x more rigorous)
- +6 more outcomes
Companies that use Schmidt Groupe
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Schmidt Groupe technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature5 records
Schmidt Groupe partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered flagship, core and minor.
- WWF FranceflagshipEnvironmental partnership supporting forest and biodiversity preservation. WWF provides expertise analyzing wood sourcing policy, decarbonation strategy, and biodiversity preservation. Schmidt Groupe supports WWF Nature Impact fund for conservation of 15,000 hectares of forests. Collaboration includes employee awareness (conferences, webinars) and joint action on sustainable supply chains.
- Fondation Villages d'EnfantsflagshipLong-term partnership supporting child protection through SOS Children's Villages. Nearly €2.5M collected over 15 years. 145 kitchens installed impacting 700 children across 20 villages. Support for Pygmalion program accompanying 1,000 children toward educational success annually.
- Emmaüs ScherwillercorePartnership with local Emmaüs community supporting those in precarity. Free retrieval of returned merchandise (appliances, accessories, chairs) worth nearly €1M annually. Computer donations to Emmaüs Connect since 2024. Triple impact: social (employment access), environmental (reuse economy), economic (insertion jobs).
- Ligne Verte Terre de PaixminorPartnership supporting Indigenous Peoples through Indigenous Peoples Forum organization. Long-term conventions supporting preservation of indigenous communities and lands.
- TchendukuaminorPartnership accompanying indigenous peoples of Colombia in preservation of ancestral lands. Multi-year conventions supporting indigenous community rights and territorial protection.
- ÉcomaisonminorIndustry group membership for furniture sector environmental practices. Collective action for industry-wide sustainability transformation.
- Ameublement FrançaisminorFrench furniture industry association membership. Collective industry advocacy for sustainable practices and market transformation.
- Global Climate InitiativescorePlatform provided free to all 1,700 suppliers helping create and track ecological transition plans. Part of Schmidt Groupe's supplier ecosystem engagement for carbon reduction across value chain.
- AGEFIPHcorePartnership with French organization supporting employment of people with disabilities. Expert partnership for handicap action plan including 8 trained referents, recruitment inclusivity actions, job maintenance, and awareness initiatives.
Scale indicators20 records
Recent moves14 records
Expansion highlights6 records
Schmidt Groupe competitors and assessment
Company assessmentDirect peers
- Howdens Joinery: UK-listed kitchen and joinery manufacturer-dealer operating a depot network of ~750+ trade and retail outlets. Closest analogue to Schmidt's concessionaire-driven model: local operators selling custom kitchens under a strong central brand with in-house manufacturing.
- Nobia: Swedish-listed European kitchen manufacturer (Magnet, Hygena, Marbodal, etc.) with multi-brand and multi-country manufacturing. Comparable to Schmidt's multi-brand, multi-country structure and serves the same B2B and B2C kitchen markets.
- Häcker Küchen: German family-owned kitchen manufacturer with an extensive dealer network across Europe. Closely comparable business model: made-to-order kitchens, dealer-led distribution, premium positioning, and focus on quality/craftsmanship from a German production base.
- Wren Kitchens: UK-based vertically integrated kitchen manufacturer-retailer operating 100+ showrooms. Comparable to Schmidt's retail-led model but with company-owned stores; an instructive benchmark on direct-to-consumer kitchen economics and showroom scaling.
- SieMatic: German premium kitchen manufacturer with a global dealer network. Comparable to Schmidt's premium brand positioning, made-to-measure philosophy, and dealer-led distribution across Europe and internationally.
- Bulthaup: German premium kitchen manufacturer with a small, design-led showroom network. Comparable to Schmidt's premium design ethos and made-to-measure approach; serves a similar high-end homeowner segment.
- Poggenpohl: German premium kitchen manufacturer with global distribution through studio/showroom partners. Directly comparable to Schmidt's premium positioning and partner-led showroom distribution model.
- Magnet: UK kitchen and bedroom retailer owned by Nobia with ~200+ showrooms. Comparable to Schmidt's retail-led approach and similar mid-market price positioning, particularly versus Cuisinella.
Broad incumbents
- IKEA: Global furniture and home furnishings giant with a major kitchen category. Overlaps with Schmidt's kitchen and storage offerings but competes primarily through standardized, low-cost products rather than custom manufacturing; defines the price floor of the European kitchen market.
- Leroy Merlin: European home improvement retailer (Adeo group) with broad DIY and kitchen offerings. Overlaps with Schmidt's kitchen and home interior categories but operates a generalist big-box model rather than custom manufacturing; relevant comparator for retail scale and home-improvement mind share in France.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Schmidt Groupe social profiles
Digital presenceSchmidt Groupe compliance and trust
Trust signalCompliance8 records
Schmidt Groupe financial estimates
Financial estimateRevenue estimate
Valuation estimate
Schmidt Groupe leadership team
Management profileNumber of profiles
Profiles14 records
Schmidt Groupe subsidiaries and ownership
Company hierarchySubsidiaries4 records
Schmidt Groupe funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Schmidt Groupe 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 Groupe
What does Schmidt Groupe do?
Schmidt Groupe designs, manufactures, and distributes custom-made kitchens, wardrobes, bathrooms, storage solutions, and living space furniture through four brands (Schmidt, Cuisinella, ID PRO, CUBRO) sold via a network of 920 retail points of sale in 22 countries. Production is fully on-demand with no stock, executed across five industrial sites in Alsace and Saarland, with design consultation, manufacturing, and installation handled end-to-end for individual homeowners and B2B professionals.
Is Schmidt Groupe a public or private company?
Schmidt Groupe is a private company. It is classified as family owned and is currently operating.
When was Schmidt Groupe founded?
Schmidt Groupe was founded in 1934. It employs 1,001 to 5,000 people.
Where is Schmidt Groupe based?
Schmidt Groupe is headquartered in Lièpvre, France, in the Europe region.
How does Schmidt Groupe make money?
Five revenue lines are on record. B2C Furniture Sales (Schmidt & Cuisinella) is the primary driver. The others are B2B Professional Interior Design (ID PRO), digital-First Furniture (CUBRO), financing Services (Cofidis Partnership) and concessionnaire Network Fees.
Who are Schmidt Groupe's main competitors?
Direct peers on record are Howdens Joinery, Nobia, Häcker Küchen, Wren Kitchens, SieMatic, Bulthaup, Poggenpohl and Magnet. Broad incumbents are IKEA and Leroy Merlin.
Does Schmidt Groupe have an API?
No public API is recorded for Schmidt Groupe.
What industry is Schmidt Groupe in?
Schmidt Groupe's product category is Custom Kitchen and Interior Furniture Manufacturing. Its primary akta.pro industry code is CRAIADAA, General Home Improvement & Hardware Stores. Its NAICS code is 3371 and its SIC code is 2510.