Scheurich GmbH & Co. KG

What Scheurich GmbH & Co. KG does

Scheurich GmbH & Co. KG, headquartered in Kleinheubach, Germany, is a third-generation family-owned manufacturer and the self-described European market leader in planters for indoor and outdoor use. Founded in 1928 as a glass and porcelain wholesale business, the company began ceramic production in 1954 and produces its products across two German manufacturing facilities: ceramics in Kleinheubach (using tunnel kilns and the proprietary Polyprint® surface decoration process introduced in 2018) and plastics in Neukirchen/Pleiße (using rotational and injection moulding, operational since 2012). The product portfolio spans indoor ceramic cover pots and vases with a 100% waterproof guarantee, outdoor plastic planters utilizing proprietary recycled-material compounds GARDURO® (10-year guarantee, patented rotation moulding), CERTURO® (up to 98% recycled content, 8-year guarantee), and REDURO® (100% recycled, 5-year warranty), watering accessories (Bördy, Copa, Nelly), and handcrafted wicker baskets. The company also holds a patented integrated water drainage plug system for indoor/outdoor flexibility.

Scheurich's revenue model is predominantly B2B wholesale, selling exclusively to trade customers including garden centers, hardware stores (Baumärkte/DIY retailers), and florists across more than 80 countries, supported by a dealer locator on the corporate website and a US subsidiary (Scheurich Inc., founded 2005). A limited direct-to-consumer channel exists through the company's own online shop (scheurich-shop.de). Pricing reflects a premium 'Made in Germany' positioning with reference retail prices starting around €16.99 for outdoor planters up to €28.95+ for premium indoor ceramic pieces. Production capacity reaches up to 130,000 articles daily across 87,000 m² of facilities. The customer base is primarily segmented horizontally across garden centers (primary), DIY retailers (primary), and florists (secondary).

In 2021, Scheurich consolidated with Formwerk and Soendgen to form the Scheurich-Group, exceeding 250 years of combined industry experience. Headcount is reported at approximately 300 (Scheurich entity) or 600-700 (group-wide including subsidiaries). The company maintains sustainability credentials including ISO 50001 energy management certification, sustained ÖKOPROFIT certification (Bayerischer Untermain), and a 20122-launched reforestation partnership with Eden Reforestation Projects (over 101,565 trees planted as of February 2023). In 2023, Scheurich won the SAP Quality Award Grand Winner in the 'Rapid Time To Value' category for its E-Commerce Cockpit on the CIS/4 cloud platform within S/4HANA.

Name

Scheurich GmbH & Co. KG

Legal name

Scheurich GmbH & Co. KG

Website

https://scheurich.de

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

251–500 employees

Short description

Scheurich GmbH & Co. KG is a third-generation family-owned German manufacturer and self-described European market leader in planters for indoor and outdoor use, producing ceramic cover pots and recycled-plastic outdoor planters at facilities in Kleinheubach and Neukirchen/Pleiße, distributing to 80+ countries via garden centers, DIY retailers, and florists.

Ownership category

akta.pro rank

Product category

Home & Garden Planters

NAICS

Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Pottery & Related Products (3260)

akta.pro primary industry

Light Bulbs & Lamp Replacements Retail (LED, Smart Bulbs, Specialty) (CRAIAHAD)

akta.pro secondary industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

Keywords

• Ceramic planters manufacturing
• Outdoor plant containers
• Garden accessories wholesale
• Watering systems
• Home decor planters

Headquarters

HQ city

Kleinheubach

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale B2B Sales: Scheurich sells products exclusively to trade customers (garden centers, hardware stores, florists) who then sell to end consumers. The company does not sell directly to consumers except through their own online shop for their own brand products.
2. Direct E-commerce (B2C): Operates scheurich-shop.de where end consumers can purchase Scheurich branded products directly, complementing the B2B wholesale model with a limited direct channel.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Scheurich manufactures ceramic indoor planters (cover pots, vases, orchid pots) at its Kleinheubach facility and plastic outdoor planters at its Neukirchen/Pleiße plant using proprietary recycled-material technologies GARDURO®, CERTURO®, and REDURO®. The portfolio also includes watering accessories (Bördy, Copa, Nelly, Lilly) and natural wicker baskets. Products are sold primarily B2B through garden centers, DIY stores, and florists across 80+ countries, with up to 130,000 articles produced daily across 87,000 m² of production area.

Product overview

Scheurich GmbH & Co. KG is a German family-owned company and Europe's market leader for plant containers, offering a comprehensive portfolio of indoor ceramic planters, outdoor plastic planters, natural wicker baskets, and watering accessories. The core product lines include: (1) Indoor ceramics manufactured in Kleinheubach am Main from high-quality clay, guaranteed 100% waterproof; (2) Outdoor plastic planters produced in Neukirchen/Pleiße using three proprietary material technologies—GARDURO® (recyclable plastic, 10-year guarantee), CERTURO® (up to 98% recycled plastic, 8-year guarantee), and REDURO® (100% recycled plastic, 5-year warranty); (3) Wicker baskets handcrafted from water hyacinth and seagrass by partners in Asia; and (4) Watering accessories including Bördy, Copa, and Nelly water reserves with clay spike technology. The company produces up to 130,000 articles daily and distributes to over 80 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• GARDURO®: High-quality, recyclable plastic material for durable planters with 10-year guarantee, manufactured using waste-free patented rotation moulding process
• CERTURO®
• REDURO®
• Bördy
• Wicker Baskets
• Polyprint®

Products and services

• Indoor Ceramic Planters Ceramic cover pots, vases, and orchid pots manufactured at the Kleinheubach am Main facility from Westerwald clay; guaranteed 100% waterproof and offered in an extensive variety of styles, colors, and finishes for trade buyers and consumers.
• Plastic Outdoor Planters Plastic planters manufactured at the Neukirchen/Pleiße plant using GARDURO®, CERTURO®, or REDURO® recycled-material technologies; UV- and frost-resistant, 100% recyclable, available in a broad outdoor range including Wave Globe, Lineo, Coneo, C-Cone, and Country Star lines.
• Bördy Water Reserve Water reserve/watering helper with a clay spike that delivers water drop by drop to indoor plants; available in multiple sizes and color variants including XL Outdoor (29 cm, 620 ml). Award-winning design.
• Copa Watering Helper Watering helper with a clay cone for slow water delivery to plants, part of the Bördy & Friends product family of indoor watering accessories.
• Nelly Water Reserve Water reserve product available in multiple sizes including the new 'M' size; provides drop-by-drop watering functionality similar to Bördy for indoor plants.
• Lilly Sprayer Spray bottle for plant watering and misting, available in various colors including Matt Anthracite.
• Wave Globe Outdoor Planter Rotational moulded plastic planter line with a wave-shaped design, available in 14 shapes and over 40 products including the angular Cubo variant; UV- and frost-resistant with an integrated water-drainage plug.
• Lineo Outdoor Planter High-quality outdoor planter with subtle surface relief for a natural look, manufactured in Germany using rotation-moulding with recycled plastic content; available in Black-Granite and Taupe-Granite in sizes 30, 40, and 48 cm.
• Lino+ Outdoor Planter Updated outdoor planter made from GARDURO recyclable plastic using rotation moulding; features subtle surface relief and is available in Black-Granite and Taupe-Granite colorways.
• Coneo Outdoor Planter Conical outdoor planter with modern design, grooved structure, and natural earthy colors; manufactured in Germany using rotation-moulding in sizes 30, 40, and 49 cm and colors Black-Granite, Taupe-Granite, Sand, Brown, and Terra.
• C-Cone Outdoor Planter Concrete-look conical planter in the Stone Edition family; 100% recyclable, thick-walled plastic manufactured using rotation-moulding, available in sizes 30, 40, and 49 cm and a 40 cm bowl, in Stony Black and Stony Grey.
• Country Star Outdoor Planter Outdoor planter series made from REDURO® 100% recycled plastic, available in colors including Granite Grey, Metallic Grey, Terracotta, and Living Taupe, including a hanging variant.
• Bördy XL Outdoor Bird-shaped outdoor water reserve (29 cm) with 620 ml capacity, made from UV-resistant plastic and dispensing water via a clay spike; available in Champagne, Purple, and Green with Pearl-effect finish.
• Wicker Baskets Handcrafted baskets made from natural water hyacinth or seagrass, sustainably produced by partners in Asia and coated with a transparent water-based adhesive for mold resistance, with recycled-plastic foil inserts.
• La Natura Indoor Ceramic Collection Indoor ceramic collection containing 22% recycled material with travertine-inspired natural surfaces; available in formats including the Travertino Rosso variant.
• Indoor/Outdoor 2026 Collection Annual product collection release covering a coordinated new Indoor ceramic range (Rustic Clay, Avora Glaze, Scala, Blooms, Plano Urban Stripes & Jungle Leaves, Mondo, Raw Timber & Raw Canvas, Solido Pastels, Nova, Pretty Presents, Freddy, Calma, Origami & Retro Bubbles) and Outdoor range (Wave Globe, Lino+, Plano+).

Quantifiable outcome

• 100% waterproof guarantee on all indoor ceramic products - never leaks
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Eden Reforestation (1 pot = 1 tree campaign)minorStrategic or Co-development Partner · 1 January 2022Non-profit partnership for environmental sustainability. For every purchase of Groove, Groove+, Purista, and Purista+ planters (sizes 30 and 40 cm), one tree is planted through Eden Reforestation. As of February 2023, over 101,565 trees had been planted. This is a marketing-driven sustainability initiative rather than a core business partnership.
• FormwerkcoreStrategic or Co-development Partner · 1 January 2021Merged with Scheurich on January 1, 2021 to form the Scheurich-Group. Combined experience exceeds 250 years. Part of the company's strategic consolidation to strengthen market leadership in Europe.
• SoendgencoreStrategic or Co-development Partner · 1 January 2021Merged with Scheurich on January 1, 2021 to form the Scheurich-Group. Combined experience exceeds 250 years. Part of the company's strategic consolidation to strengthen market leadership in Europe.

Scale indicators7 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Lechuza (Geobra Brandstätter): Lechuza is the planter brand of Geobra Brandstätter (Playmobil parent), headquartered in Germany. Directly comparable to Scheurich in indoor and outdoor plastic planters, competing in the same European DIY/garden-center channel with similar self-watering and design-oriented products.
• elho: Dutch manufacturer of indoor and outdoor planters with strong sustainability positioning (recycled plastics). Directly competes with Scheurich across European garden centers and DIY channels with comparable product breadth.
• Deroma: Italian terracotta and ceramic planter manufacturer with comparable size and European distribution. Most direct analog in ceramic planter manufacturing and the Mediterranean segment of Scheurich's market.
• Pottery Pots: Dutch brand focused on indoor fiberclay and ceramic planters distributed across European garden centers. Overlaps with Scheurich on mid-to-premium indoor planter positioning and design-led catalog.
• Capi Europe: Dutch designer planter brand with strong garden-center presence across Europe, competing directly with Scheurich in both indoor and outdoor plastic planter categories.
• Steuler Design: German ceramic manufacturer producing premium planters and home accessories. Comparable to Scheurich in ceramic craft, German manufacturing heritage, and design-led retail positioning.
• Vical Home: Spanish manufacturer and distributor of home décor including ceramic and metal planters. Direct competitor in Mediterranean European markets with comparable garden-center distribution.

Emerging players

• Eva Solo: Scandinavian design-led home and garden brand including planters and self-watering solutions. Comparable to Scheurich in design positioning and B2B retail presence, though with broader home-category scope.

Others

• Soendgen (Scheurich Group): Sister company within the Scheurich-Group since 2021, producing ceramic and plastic planters. Internal comparable rather than external competitor, but functionally a peer in product category and channel.
• Formwerk (Scheurich Group): Second sister company within the Scheurich-Group since 2021, focused on indoor planters. Internal functional peer for benchmarking product, channel, and pricing strategies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/scheurich4plants
• Facebookfacebook.com/scheurichde
• Pinterestpinterest.com/scheurich

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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 Scheurich GmbH & Co. KG