Gilde Handwerk Macrander

What Gilde Handwerk Macrander does

Gilde Handwerk Macrander GmbH & Co. KG is a German B2B wholesaler specializing in gift items, decorative articles, and creative home accessories, headquartered in Bocholt, North Rhine-Westphalia. Founded in 1960 by Stephan Macrander and operated within the family-controlled GILDE Gruppe conglomerate, the company acts as a full-range supplier (Vollsortimenter) offering more than 15,000 SKUs across 19 product categories — including storage, lighting, figures, garden/outdoor, table setting, candles and fragrances, textiles, furniture, clocks, vases, wall decoration, and sculptures. The merchandise is largely self-developed and presented under several heritage sub-brands: GILDE ZINN (pewter, since 1964), GILDE ORIGINAL DELFT (Delft-Blue ceramics, since 1976), GILDE HANDWERK (copper and brass, since 1970), GILDECLOWNSCLUBS® (collectibles, since 1997), DREAMLIGHT (lighting, acquired 2010), and FLOWER & STYLE (artificial flowers, since 2016). Around 5,000 new products are introduced each year, and the company maintains production capacity via an in-house joinery and a manufacturing facility in Bad Köstritz, Thuringia.

The business model is B2B wholesale to specialist retailers, gift shops, department stores, and garden centers, with pricing handled through quote-based, registered-customer channels. Distribution is multi-channel: a dedicated field sales force covering Germany, France, Belgium, the Netherlands, Luxembourg, Austria, South Tyrol, and Switzerland; a B2B online shop and iOS/Android mobile app giving 24/7 access to the full assortment; a 1,500 m² showroom in Bocholt displaying more than 12,000 items across themed worlds; shop-in-shop space concepts implemented in partner retail stores; and presence at major European trade fairs (Trendset, Nordstil, Maison et Objet, Home of Consumer Goods, Creativ). A warehouse sales channel clears B-goods and returns directly. The company also offers professional merchandising services through its in-house joinery, which produces FSC-certified, customized wooden displays. Additional revenue-adjacent activities fall under the wider GILDE Gruppe, including logistics (GILDE Logistik), importing (Deutsche Import Gesellschaft), real estate (GILDE Immobilien), living accessories (Fink-Living), furniture (HAKU-Möbel), and a hotel operation (Best Western Macrander Hotel Dresden). Cohesion between activities, distinct sub-brands, and consistent product sourcing underpin a wholesale-led, relationship-driven go-to-market.

Name

Gilde Handwerk Macrander

Legal name

GILDE HANDWERK Macrander GmbH & Co. KG

Website

https://gildehandwerk.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

101–250 employees

Short description

Gilde Handwerk Macrander is a German B2B wholesaler of gift items, decorative articles, and creative home accessories, supplying more than 15,000 SKUs to specialist retailers, gift shops, department stores, and garden centers across Europe since 1960.

Ownership category

akta.pro rank

Headquarters

HQ city

Bocholt

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale Trade - Home Accessories & Gifts: Core revenue stream from wholesale distribution of home accessories, gift items, and small furniture to specialist retailers. Products are developed (majority self-developed) and distributed through B2B channels including online shop, field sales, and trade fairs. Company operates as a full-range supplier (Vollsortimenter) with over 15,000 SKUs.
2. Warehouse Sales / B-Goods Sales: Direct sales of B-goods and returns from warehouse to customers, generating revenue from inventory clearance.
3. Shop-in-Shop Concept Services: Professional shop-in-shop space concepts offered to retail partners, potentially including design, setup, and ongoing support services.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

GILDE HANDWERK Macrander is a B2B wholesaler of gift items, decorative articles, and creative home accessories, offering more than 15,000 SKUs across 19 product categories. The company develops the majority of its assortment in-house (including pewter, ceramics, lighting, and wooden display products) and distributes to specialist retailers, gift shops, department stores, and garden centers through field sales, a B2B online shop, a mobile app, a permanent showroom in Bocholt, and trade fair participation across European markets.

Product overview

GILDE HANDWERK Macrander operates as a B2B wholesaler for gifts, decoration, and living accessories with over 15,000 articles. The core offering consists of the B2B Online Shop (e-commerce platform) and GILDE Mobile App (iOS/Android), supported by a 1,500 m² showroom in Bocholt displaying 12,000+ items. The company offers Shop-in-Shop concepts and trade fair presence as service offerings. Product portfolio spans 19 product categories (Warengruppen) including Storage, Lighting, Figures, Garden & Outdoor, Candles & Fragrances, Textiles, Furniture, and decorative items. Multiple brands including GILDE Original Delft (ceramics), GILDE Zinn (pewter), Dreamlight (lighting), and Flower & Style (artificial flowers) serve different product segments. Living Styles collections (Beach House, Modern Touch, Glamour Chic, etc.) provide curated thematic groupings.

Differentiator

Problem solved

Functional benefit

Brands

• GILDE ZINN: Pewter foundry brand established in 1964 for pewter articles
• GILDE ORIGINAL DELFT
• GILDECLOWNSCLUBS®
• FLOWER & STYLE
• DREAMLIGHT
• GILDE Handwerk Macrander

Products and services

• GILDE B2B Online Shop E-commerce platform providing registered B2B customers round-the-clock access to GILDE's full range of 15,000+ home accessories, gift items, and small furniture articles, with an intuitive interface for streamlined ordering.
• GILDE Mobile App Free smartphone application for iOS and Android giving customers access to more than 15,000 articles with simplified navigation, special offers, and a wishlist functionality.
• GILDE Showroom Bocholt Permanent 1,500 m² showroom in Bocholt, NRW, displaying more than 12,000 items from the standard programme, seasonal ranges, and new products arranged in themed worlds and living styles; open by appointment for specialist dealers.
• Shop-in-Shop Konzept Professional shop-in-shop floor concept offered to retail partners, providing market-aligned, cohesive merchandising concepts supported by custom wooden displays produced in the in-house joinery, designed to increase sales at point of sale.
• GILDE Trade Fair Presence Presence at regional, national, and international trade fairs including Trendset, Nordstil, Maison et Objet, Home of Consumer Goods, and Creativ, used to present current trends in gifts, home accessories, and small furniture and to meet customers.
• GILDE ZINN (Pewter Products) Handcrafted pewter articles produced in GILDE's own foundry since 1964, sold to wholesale customers under the GILDE ZINN brand.
• GILDE Original Delft Delft-Blue ceramic products manufactured in the GILDE ORIGINAL DELFT manufactory founded in 1976, distributed through wholesale channels.
• Dreamlight Lighting products produced at the Bad Köstritz / Thuringia facility acquired by GILDE in 2010, distributed through wholesale channels.
• Flower & Style Artificial and silk flower decorative products added to the GILDE range in 2016 under the FLOWER & STYLE brand.
• GILDE Porcelain Dolls Handmade porcelain dolls introduced in 1995 and recognised as collectibles by enthusiasts.
• Living Styles Collections Curated thematic product collections including Beach House, Mountain & Forest, Black & White, Countryside, Exotic Elegance, Flower & Style, Glamour Chic, Kitchen & Cooking, Modern Touch, and Pure Living, enabling retailers to merchandise coordinated looks.

Quantifiable outcome

• 5,000+ new products annually
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered minor and core.

• CASABLANCAminorStrategic or Co-development Partner · 1 January 2020Company association/partnership formed in 2020, expanding GILDE's business network.
• Disability Workshops (Werkstätten für Menschen mit Behinderungen)coreStrategic or Co-development PartnerGILDE works closely with recognized workshops for people with disabilities, creating tailored jobs that promote personal development. Many production, packaging, and dispatch stages are carried out in Germany to support regional workshops. Products with the 'Sozial Aktiv - Gutes Schenken' label represent fair conditions and loving craftsmanship.
• Regional Suppliers (Wood)coreStrategic or Co-development PartnerWood for the in-house joinery is sourced exclusively from regional partners to avoid long transport routes and support the local economy. All materials are FSC-certified with transparent supply chains guaranteeing sustainable origins.
• BSCI (Business Social Compliance Initiative)coreStrategic or Co-development PartnerGILDE follows BSCI guidelines to ensure ethical working conditions and responsible behavior in the value chain.
• Logistics Service Providers (Inland Waterway)minorChannel Partner/ Reseller/ DistributorFor inbound and outbound transport, GILDE selects logistics service providers committed to reducing CO₂ emissions. Where possible, inland waterway transport is used to avoid individual container transport.
• Biehn & Professionals GmbHminorImplementation/ SI/ Consulting PartnerExternal partner managing the whistleblowing system. Only professionally qualified employees of Biehn & Professionals GmbH have access to reports. Handles anonymous reporting and maintains reporter confidentiality.
• Climate Protection Projects PartnersminorStrategic or Co-development PartnerBy utilizing services of partners, GILDE supports climate protection projects contributing to CO₂ reduction efforts.
• FINK (Fink Living)minorOthersPart of the GILDE Group of companies, offering home accessories products.
• HAKU MöbelminorOthersPart of the GILDE Group of companies, offering furniture products.
• GILDE LogistikminorOthersPart of the GILDE Group of companies, providing logistics services.
• Deutsche Import GesellschaftminorOthersPart of the GILDE Group of companies, specializing in importing.
• GILDE ImmobilienminorOthersPart of the GILDE Group of companies, managing real estate.
• Best Western Macrander Hotel DresdenminorOthersHotel business operated by the GILDE Group in the hospitality sector.
• Trade Fair Organizers (Trendset, Nordstil, Maison et Objet, etc.)coreGTM or Marketing PartnerGILDE participates in regional, national, and international trade fairs to present current trends in gifts, home accessories, and small furniture. Key fairs include Trendset, Nordstil, Maison et Objet, Home of Consumer Goods, and Creativ.

Scale indicators7 records

Recent moves14 records

Expansion highlights6 records

Direct peers

• Kaemingk: Dutch B2B wholesaler of seasonal decorations, gifts, and home accessories serving specialist retailers across Europe. Closely comparable business model, product mix, and customer base to GILDE.
• Wenko-Wenselaar: German home accessories manufacturer and wholesaler offering bathroom, kitchen, and lifestyle products to retail accounts. Comparable in-house manufacturing and B2B distribution model.
• Butlers GmbH & Co. KG: German lifestyle and home accessories retailer/wholesaler with broad assortment of gifts, decoration, and furniture. Comparable product categories though more retail-weighted.
• G. Wurm GmbH + Co. KG: German family-owned B2B wholesaler of gift items, decoration, and home accessories. Highly comparable in size, customer focus, and assortment breadth to GILDE.
• Ritzenhoff & Breker: German manufacturer and distributor of glassware, porcelain, and home accessories for specialist retail. Overlaps with GILDE's kitchen/tabletop and decorative categories.
• KARE Design: German furniture and home decoration wholesaler/retailer with own-brand assortment and showroom presence. Comparable curated home lifestyle offering to specialist retail.
• ASA Selection: German home accessories and lifestyle products wholesaler with in-house ceramic and glass production. Comparable mid-sized German design-led home accessories supplier.
• Boltze: German B2B wholesaler of home accessories, gift items, and decoration serving specialist retailers. Direct competitor with similar product portfolio and DACH-focused distribution.

Emerging players

• HAY: Danish design-led home goods and lifestyle brand with growing wholesale presence across Europe. Comparable design-forward home accessories positioning though operating in different price segment.

Broad incumbents

• DEPOT (Gries Deco Company): Larger German home decoration and lifestyle retail chain. Overlaps with GILDE's assortment but operates at greater scale via owned retail rather than pure wholesale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/gilde.group
• LinkedInlinkedin.com/company/gilde-gruppe
• Instagraminstagram.com/gilde_1960
• Pinterestpinterest.de/gilde_gruppe/_created

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries6 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 Gilde Handwerk Macrander