Schmid Industrie Holding

What Schmid Industrie Holding does

Schmid Industrie Holding (legal entity Schmid Industrieholding G.m.b.H.) is an Austrian privately-held industrial conglomerate headquartered in Waldegg-Wopfing, Lower Austria, founded in 1973 and led by Managing Director Mag. Robert Schmid. The group encompasses over 100 companies and strategic participations employing more than 7,000 people, operating acquired subsidiaries that retain their original brands and operational autonomy. Its portfolio is anchored in construction materials: Austrotherm (thermal insulation, 26 production facilities in 12 countries, 1,400 employees), Baumit (facades, plasters, screeds — Europe's No. 1 in ETICS, 40+ sites in 26 countries, 3,300+ employees), Murexin (construction chemicals across 7 categories with 3,000 SKUs, ~500 employees), Wopfinger Transportbeton (fresh concrete, ~40 locations in Austria/Hungary/Romania, 400+ employees), and Calmit (calcium carbonates and lime products, 8 sites in 5 countries, ~450 employees). Adjacent holdings include Furtenbach (foundry resins and coatings, 90% export to European automotive/engine industry), Ortner (storage stoves, 50%+ export), Kettner (Austria's largest hunting/outdoor retailer, 17 stores in Austria and Croatia), Wahrheit (an advertising agency in Vienna since 1973), and BrickXter (digital ecosystem with IoT, AI analytics, and digital twin simulations since 2020).

The holding generates revenue primarily through B2B sales of physical building materials and chemicals to construction companies, contractors, industrial clients, and (in the case of Furtenbach) European automotive manufacturers, supplemented by B2C retail (Kettner), professional services (Wahrheit), and emerging digital services (BrickXter). Pricing is quote-based and negotiated at the subsidiary level rather than publicly disclosed. Go-to-market is sales-led, with field sales teams managing direct relationships in Central and Eastern Europe, where most of the production and consumption footprint is concentrated; Baumit extends the group's reach into Western Europe and Asia, while Furtenbach and Ortner are export-heavy.

The operational technology stack centers on mineral processing, polymer chemistry for construction chemicals, thermal insulation manufacturing, and concrete formulation. The proprietary digital layer — BrickXter — provides ordering-to-delivery ecosystems, IoT measurement probes and trackers, and AI-driven analytics and simulations for logistics and production. The guiding principle 'Der Mensch stets im Mittelpunkt' (The human always at the center) signals a long-term, decentralized holding philosophy rather than a centrally managed corporate brand strategy.

Name

Schmid Industrie Holding

Legal name

Schmid Industrieholding G.m.b.H.

Website

https://schmidholding.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Schmid Industrie Holding is an Austrian private industrial holding owning 100-plus subsidiaries across building materials, construction chemicals, minerals, and concrete — including Europe's No. 1 ETICS brand Baumit — serving construction, industrial, and retail customers across Central, Eastern, and broader Europe.

Ownership category

akta.pro rank

Headquarters

HQ city

Wopfing

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Building Materials Manufacturing: Revenue from manufacturing and sale of thermal insulation (Austrotherm), facade/render systems (Baumit), construction chemicals (Murexin), concrete (WTB), and mineral products (Calmit). Primary B2B and B2C sales of physical construction products.
2. Retail Sales: Revenue from Kettner hunting and outdoor retail operations through physical store network in Austria and Croatia, featuring premium brands like Barbour, Blaser, Beretta, Swarovski, Leica.
3. Advertising Services: Revenue from Wahrheit advertising agency providing creative services including concept, consulting, implementation, CI/CD, classical advertising, trade show design for B2B and B2C clients.
4. Foundry Products: Revenue from Furtenbach specialty chemicals including synthetic resins and coatings for European automotive and engine industry, plus specialty sands for chemical industry.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Schmid Industrie Holding is an Austrian industrial holding company that owns and operates more than 100 companies and strategic participations focused primarily on building materials manufacturing, including thermal insulation (Austrotherm), facade and plaster systems (Baumit), construction chemicals (Murexin), concrete (Wopfinger Transportbeton), and minerals (Calmit). It also operates complementary businesses in foundry products for the automotive industry (Furtenbach), hunting and outdoor retail (Kettner), storage stoves (Ortner), advertising services (Wahrheit), and digital construction ecosystem solutions (BrickXter).

Product overview

Schmid Industrie Holding is a holding company comprising over 100 notable successful companies and strategic participations with more than 7,000 employees. The portfolio consists of multiple acquired brands operating in distinct sectors: Austrotherm provides thermal insulation; Baumit supplies facades, plasters, and screeds; Calmit produces calciumcarbonates and mineral fillers; Furtenbach manufactures foundry products; Kettner operates hunting and outdoor retail; Murexin offers construction chemicals and adhesives; Ortner produces storage stoves; Wahrheit is an advertising agency; Wopfinger Transportbeton supplies concrete products; and BrickXter provides a digital ecosystem with IoT solutions for the construction industry. The holding follows a strategy of acquiring companies, maintaining their operational continuity, and supporting their growth.

Differentiator

Problem solved

Functional benefit

Brands

• Austrotherm: Energy-saving thermal insulation products from basement to roof
• Baumit
• Calmit
• Furtenbach
• Kettner
• MUREXIN
• ORTNER
• Wahrheit
• Wopfinger Transportbeton
• BrickXter

Products and services

• Austrotherm Thermal Insulation Energy-saving thermal insulation products for applications from basement to roof, serving low-energy and passive houses and thermal renovation projects. Operates 26 production facilities in 12 countries with 1,400 employees.
• Baumit Facade, Plaster and Screed Systems Building materials brand specializing in facades, plasters, and screeds. Europe's No. 1 in External Thermal Insulation Composite Systems (ETICS). Operates over 40 production sites across 26 countries in Europe and Asia with over 3,300 employees.
• Calmit Calcium Carbonates and Minerals Producer of high-quality calcium carbonates (PCC), fine lime, lime hydrate, stone meal, and lump lime, plus functional minerals used as fillers in various industries. Operates 8 sites across 5 countries (Austria, Hungary, Slovakia, Spain, Poland) with approximately 450 employees.
• Furtenbach Foundry Products One of the largest European manufacturers of foundry products including synthetic resins and release agents, supplying the European automotive and engine industry. Also trades specialty sands for the chemical industry. Approximately 90% export share with over 30 employees.
• Kettner Hunting and Outdoor Retail Austria's largest supplier of hunting and outdoor equipment and Trachten/country house fashion, with over 130 years of experience. Operates 15 stores and 1 shooting arena in Austria plus 2 stores in Croatia with approximately 90 employees. Features premium brands including Barbour, Blaser, Beretta, Swarovski, Leica, and Fjällräven.
• Murexin Construction Chemicals Construction chemical products covering adhesives, tiling, coatings, sealing, screed and mortar technology, painting, and insulation. Offers 3,000 products across 7 product divisions. Operates 4 production facilities in Austria, Hungary, Slovenia, and Germany with companies in 10 countries and around 500 employees.
• Ortner Storage Stoves Manufacturer of modern storage stoves with over 40 models. Products are suitable for low-energy and passive houses and provide comfortable radiant heat. Generates over 50% of revenue through export with approximately 50 employees.
• Wahrheit Advertising Services Advertising agency offering idea development, concept, consulting, and implementation. Services include corporate identity (CI), corporate design (CD), classical advertising, trade show design for B2B and B2C clients. Based in Vienna with approximately 10 employees.
• Wopfinger Transportbeton (WTB) Concrete Products Supplier of fresh concrete for industry, builders, and private customers, including normal concrete in all strength classes, steel fiber concrete, plastic fiber concrete, white concrete, colored concrete, road surface concrete, paving drain concrete, self-compacting concrete, and eco concrete. Operates around 40 locations in Austria, Hungary, and Romania with more than 400 employees.
• BrickXter Digital Ecosystem Digital ecosystem providing innovative solutions for the building materials industry, agricultural production, and road engineering. Includes digital workflow from ordering to delivery, tailored IoT solutions (measurement probes, trackers), and analytics and simulations in logistics and production using AI and digital twins.

Quantifiable outcome

• 1,400 employees at Austrotherm with 26 production facilities in 12 countries
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Holcim Ltd: Swiss global leader in building materials and aggregates including cement, ready-mix concrete, and solutions for sustainable construction. Direct overlap with Schmid's WTB concrete subsidiary and broader building materials portfolio.
• CRH plc: Irish-headquartered global building materials group with leading positions in aggregates, cement, and concrete products across Europe and North America. Broad incumbent in core concrete and building materials categories that overlap with Schmid's WTB and Calmit operations.
• Heidelberg Materials AG: German-headquartered global building materials company with leading positions in cement, aggregates, and ready-mix concrete. Direct comparable to Schmid's concrete (WTB) and mineral (Calmit) operations, though at much larger scale and global footprint.
• Saint-Gobain S.A. French global leader in building materials including insulation, facade systems, and construction chemicals. Operates across all of Schmid's product categories at much larger scale, making it the broad incumbent benchmark for the European building materials industry.
• Kingspan Group plc: Irish-headquartered global leader in high-performance insulation and building envelope solutions. Directly competes with Schmid's Austrotherm (thermal insulation) and intersects with Baumit ETICS offerings in the building envelope category.

Direct peers

• Wienerberger AG: Austrian-headquartered building materials manufacturer specializing in clay blocks, bricks, roof tiles, and pipe systems, with operations across Europe. Most direct regional comparable to Schmid Industrie Holding given shared Austrian heritage, building materials focus, and European geographic footprint.
• Sto SE & Co. KGaA: German family-owned building chemicals company and one of Europe's leading ETICS providers, directly competing with Schmid's Baumit subsidiary. Highly comparable in product portfolio (facades, ETICS, renders) and similar family-owned, mid-cap industrial structure.
• Knauf Group: German family-owned global manufacturer of building materials including plasterboard, insulation, and construction chemicals. Direct competitor to Schmid's Austrotherm (insulation) and Murexin (construction chemicals) subsidiaries, with similar private, family-owned governance structure.
• Sika AG: Swiss specialty chemicals company with a leading position in construction chemicals (concrete admixtures, sealants, adhesives). Closest direct competitor to Schmid's Murexin subsidiary in construction chemicals, with similar focus on professional B2B construction markets.
• Mapei S.p.A. Italian family-owned global manufacturer of construction chemicals including adhesives, sealants, and chemical products for buildings. Directly comparable to Murexin in product range and similar family-owned, private governance model with global operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/schmidindustrieholding
• LinkedInlinkedin.com/company/schmid-industrieholding-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries10 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 Schmid Industrie Holding