What Wiesheu does

WIESHEU GmbH is a privately held German manufacturer of commercial Point-of-Sale bakery ovens, founded in 1973 by Karl-Heinz and Marga Wiesheu and headquartered in Großbottwar, Baden-Württemberg. The company operates two German production facilities (Großbottwar and Bitterfeld-Wolfen) that together produce more than 10,000 ovens per year, and is recognized as the European market leader and world's largest manufacturer of Ladenbacköfen (in-store baking ovens). Its core product portfolio comprises four POS convection oven families — Dibas blue2, Dibas smart, E3, and Minimat — complemented by combination systems integrating WACHTEL deck ovens, Atollspeed high-speed hybrid ovens (combining convection, impingement, and microwave technology), and a portfolio of automation modules including hi, bread (fully automated baking), TrayMotion (auto loading/unloading), ProClean and ProClean 365 (automatic cleaning), Wnet (digital oven networking), and IBC (intelligent baking control). In 2023 the WIESHEU Group was formed to consolidate WIESHEU with WACHTEL ABT GmbH, Atollspeed Europe GmbH, WINNOVATION GmbH, and CoBa AfterSales GmbH, yielding a combined 150+ years of category expertise and a unified full-stack POS baking platform.

The company generates revenue through a diversified mix: one-time hardware sales of ovens and accessories, full-service lease contracts (3-5 year terms, with optional Mietkauf rent-to-own), recurring Wnet software subscriptions, ProClean cartridge and consumables sales, and after-sales service delivered through CoBa AfterSales GmbH and a network of 13+ German service partners. The go-to-market is enterprise field sales: nine regional area sales managers (Gebietsverkaufsleiter) cover the DACH region, supported by wholly-owned sales subsidiaries in France (2013), Poland (2008), and Spain (2023), plus an international sales network covering Benelux, Nordics, Italy, Eastern Europe, Russia/CIS, MEA, North America, and China. Trade shows (südback, EuroShop, EuroCIS, hostmilano, Internorga, iba) anchor demand generation alongside application-specialist consultation and a Snack Academy that develops recipes for hybrid ovens.

Wiesheu served four primary vertical segments — bakery chains and backshops, food retail / LEH (supermarkets), gas stations and C-stores, and system gastronomy / hotellerie — with named generic enterprise buyers including largest bakery chains, major food retail chains, Tankstellen system operators, and hotel chains. The company employs approximately 500 people and generated EUR 143 million in revenue in 2022. Its ownership remains private, led by CEOs Marcus Gansloser (CEO) and Hartmut Goy (CTO), with no public listing or venture capital funding rounds disclosed. Recognitions include the 2024 Wirtschaftswoche "Hidden Champion" / Top 500 Global Market Leader ranking and long-standing ISO 9001 (DIN EN ISO 9001:2015) and ISO 14001 environmental management certifications.

Name

Wiesheu

Legal name

WIESHEU GmbH

Website

https://wiesheu.de

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

251–500 employees

Short description

Wiesheu is a German manufacturer of commercial Point-of-Sale bakery ovens, the European market leader in in-store baking, serving bakery chains, food retailers, gas stations, and system gastronomy operators with hardware, automation, and recurring service revenue.

Ownership category

akta.pro rank

Headquarters

HQ city

Großbottwar

HQ country

Germany

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bakery Oven Hardware Sales: Sale of commercial bakery ovens including Dibas blue2, Dibas smart, E3, Minimat, PICCOLO, and Atollspeed hybrid ovens. Production of over 10,000 ovens per year at German manufacturing facilities.
2. Service & Maintenance Contracts: Full-service maintenance contracts covering installation, annual maintenance, cartridge replacement for water treatment, insurance against negligence, and protection against operating costs. Provided through CoBa AfterSales GmbH.
3. Spare Parts Sales: Direct online spare parts ordering system for original WIESHEU replacement parts, processed through the service center.
4. Software/Connectivity Services: Wnet networking solution and software updates for connected ovens. Software licensing on indefinite contracts with 6-week termination notice.
5. Leasing/Full-Service Rental: Full-service lease contracts for bakery ovens with 3-5 year terms, including maintenance, insurance, and optional rent-to-own (Mietkauf) arrangements.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

WIESHEU manufactures and sells commercial bakery ovens and related automation solutions for Point of Sale (Instore-Baking) operations. The product range spans convection ovens (Dibas blue2, Dibas smart, E3, Minimat), high-speed hybrid ovens (Atollspeed), combination systems with WACHTEL deck ovens, and an automation suite including hi, bread, TrayMotion, ProClean, Wnet, and IBC. The company produces over 10,000 ovens per year at its German manufacturing facilities in Großbottwar and Bitterfeld-Wolfen, with revenue of EUR 143 million in 2022 and approximately 500 employees.

Product overview

WIESHEU offers a comprehensive portfolio of store baking ovens and automation solutions for Point of Sale applications. The core product line includes four Ladenbacköfen (store ovens): Dibas blue2 (premium with disappearing door), Dibas smart (economical modular system), E3 (maximum capacity), and Minimat (compact). These can be enhanced with Backkombinationen (combination systems) integrating WACHTEL deck ovens. The automation suite includes hi, bread (fully automated baking), TrayMotion (auto loading/unloading), ProClean & ProClean 365 (automatic cleaning), Wnet (networking), and IBC (intelligent baking control). Atollspeed high-speed ovens complement the range for snack preparation. The portfolio is unified through shared digital controls, cleaning systems, and the WIESHEU Group ecosystem including WACHTEL, WINNOVATION, and CoBa AfterSales services.

Differentiator

Problem solved

Functional benefit

Brands

• Dibas blue2: Ladenbackofen (store baking oven) with disappearing door technology
• Dibas smart
• E3
• Minimat
• Atollspeed
• hi, bread
• TrayMotion
• ProClean & ProClean 365
• Wnet
• IBC

Products and services

• Dibas blue2 Premium store baking oven featuring a unique door that disappears sideways into the housing, providing maximum space efficiency and only 5cm swing clearance. Equipped with ActiveSteam sensor-controlled steaming, LED lighting, and Intelligent Baking Control capabilities. Targets bakery chains, supermarkets, and food service operators.
• Dibas smart Economical modular baking system available in S and L models, combinable with deck ovens. Features 7-inch touch display control, automatic cleaning systems (ProClean with cartridges or LiquidClean with liquid detergent), and up to 15 tray capacity.
• E3 Convection oven with maximum baking capacity of up to 18 trays. Offers highest energy efficiency and baking quality for high-volume store operations in supermarkets and large bakery chains.
• Minimat Compact format oven with strong performance for small spaces or temporary sales locations. Features 440 x 350 mm tray capacity, integrated program control, and two fan speeds. Designed for gas stations, c-stores, and small bakery counters.
• Backkombinationen (Dibas blue2 PICCOLO C) Combination systems integrating multiple oven technologies (e.g., Dibas blue2 with PICCOLO C deck ovens) for maximum product variety on minimal space. Features unique disappearing door, ActiveSteam sensor-controlled steaming, MULTI ZONE BAKING, and intuitive touch controls.
• Atollspeed High-Speed Ovens High-speed hybrid ovens combining convection, impingement heat, and microwave technology. Prepares chilled products in 30-90 seconds and frozen products in 2-3 minutes. Ideal for bakeries, gas stations, c-stores, and gastronomy.
• hi, bread mini (Automated Baking Station) Modular semi-automated baking station solution. Transport cart handles both loading of prepared unbaked products and unloading of finished baked products. Touch display provides step-by-step guidance through digital baking plan. Targets bakeries seeking labor-saving automation.
• WIESHEU Spare Parts & Service Contracts Direct online spare parts ordering for original WIESHEU replacement parts plus full-service maintenance contracts covering installation, annual maintenance, cartridge replacement for water treatment, and insurance against negligence. Provided through CoBa AfterSales GmbH with 200+ service technicians.
• Wasseroptimierung (Water Optimization System) 5-stage filtration system with activated carbon ensuring highest hygiene standards. Provides particle-free water for better baking and cooking results, preventing scale deposits and maintaining oven productivity.

Quantifiable outcome

• Energy savings of up to 30% with IBC technology in single loading scenarios
• +5 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature8 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• WACHTEL ABT GmbHcoreStrategic or Co-development Partner · 1 January 2023WACHTEL ABT GmbH (Hilden, Germany) is part of the WIESHEU Group since 2023. The company specializes in premium sticken and deck ovens for artisan bakeries in production environments. Combined expertise covers the full range from POS baking through to artisan production. Joint product development includes Dibas blue2 PICCOLO C combination oven.
• Atollspeed Europe GmbHcoreStrategic or Co-development Partner · 1 January 2023Atollspeed Europe GmbH is part of the WIESHEU Group, specializing in hybrid high-speed ovens that combine convection heat, impingement, and microwave technology for rapid food preparation. Products are sold and supported through WIESHEU distribution channels.
• WINNOVATION GmbH (formerly EngRoTec Systems GmbH)coreStrategic or Co-development Partner · 1 January 2023WINNOVATION GmbH (Gallmersgarten, Germany) joined WIESHEU Group in 2023. Specializes in automation, robotics, and AI for commercial baking. Key product is the hi, bread automated baking station. Located at Gallmersgarten with planning, development, construction and implementation of automated production systems.
• CoBa AfterSales GmbHcoreImplementation/ SI/ Consulting PartnerCoBa AfterSales GmbH is the group's dedicated service partner with 200+ service technicians providing nationwide coverage in Germany. Founded as a separate entity within WIESHEU Group to focus on service excellence. Provides installation, maintenance, repair, and spare parts services.
• CoBa MEA GmbHminorChannel Partner/ Reseller/ DistributorCoBa MEA GmbH handles WIESHEU and Atollspeed sales in Middle East and Africa regions. Represents the company at regional trade events.
• Björn Steiger StiftungminorOthersWIESHEU supports the Björn Steiger Stiftung (founded 1969) which works to improve emergency response in Germany. The company has taken on sponsorship for baby emergency vehicles and emergency call pillars. Marketing manager Julia Rümmele-Hauser visited the foundation headquarters in Winnenden.
• Snack Academy Partners (Delikant Feinkost, Alpenhain, Bedford, Develey)minorStrategic or Co-development PartnerSnackliebe 2.0 recipe development collaboration with Delikant Feinkost, Alpenhain Käsespezialitäten, Bedford Fleisch- und Wurstwaren, and Develey. Provides gelingsichere (foolproof) recipes for Atollspeed hybrid ovens.
• Dr. Oetker ProfessionalminorStrategic or Co-development PartnerPartnership for pizza concepts at POS, developed between WIESHEU, Atollspeed, and Dr. Oetker Professional. Combines bakery oven and high-speed oven technology with pizza recipes for retail environments.
• Reiff (WACHTEL Dealer)minorChannel Partner/ Reseller/ DistributorLong-standing WACHTEL dealer partner providing sales coverage for specific German territories as part of the combined WIESHEU/WACHTEL sales organization.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Middleby Corporation: US-listed global conglomerate of commercial foodservice and bakery equipment brands (including Blodgett, TurboChef, Celfrost); a much broader incumbent whose portfolio overlaps with Wiesheu's in-store baking and high-speed cooking segments.
• Henny Penny: US-based manufacturer of commercial cooking equipment including holding/proofing cabinets; a broader foodservice incumbent with some overlap in bakery retail equipment solutions.
• Rational AG: German-listed global leader in commercial combi-steamers for professional kitchens; overlaps with Wiesheu in the broader foodservice equipment category but focuses on hot-food cooking rather than in-store baking specifically.

Direct peers

• Merrychef: Welbilt/Ali-Group-owned high-speed oven brand competing with Atollspeed in snack regeneration and quick-cook applications across convenience retail and system gastronomy.
• Blodgett: Commercial oven manufacturer (now under Middleby) with established US and global bakery/cooking-equipment presence; competes with Wiesheu convection and deck ovens in food retail and chain bakery accounts.
• MIWE: German manufacturer of in-store and production bakery ovens (roll-in e+, GURO, etc.), Wiesheu's closest direct competitor in European Ladenbacköfen with overlapping customer base of bakery chains and food retailers.
• Unox: Italian-headquartered professional combi-oven manufacturer with growing European bakery and food retail footprint; competes with Wiesheu in supermarket in-store baking and shares a similar Mittelstand-style niche-leadership profile.
• TurboChef: High-speed impingement/microwave oven brand (Middleby-owned) that competes directly with Wiesheu's Atollspeed product line in c-stores, hotels, and quick-service food preparation.
• Convotherm: Welbilt/Ali-Group combi-oven brand competing in supermarket and chain-restaurant cooking applications, partially overlapping with Wiesheu's hybrid oven and Atollspeed offerings.

Others

• FANUC: Global industrial robotics and cobot supplier; not a direct competitor but an enabler — FANUC cobots power Wiesheu's bakisto concept study, making it a strategic technology partner rather than a peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC8vfLEdZYmC0s1VrG7E8xQg
• Facebookfacebook.com/WIESHEU
• LinkedInlinkedin.com/company/wiesheu
• Instagraminstagram.com/wiesheu_bakingovens
• Xx.com/wiesheu_

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 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 Wiesheu