Wirtz

What Wirtz does

Wirtz Druck GmbH & Co. KG is a fifth-generation, family-owned specialty printing company headquartered in Datteln, Germany, founded in 1889. The company designs and produces personalized, creative direct-mail pieces (Direktmailings) for B2B clients — primarily retail chains and consumer brands — across nine differentiated formats including Couponheld (coupon self-mailers), Responseheld (tear-open mechanics), Kläppchen (multi-flap), Schuber (pull-out), PopUp (3D), All-In-One-Schuber, Katalogmailing, Highlights (endless fold), and Package (product sampling with print).

Production is fully integrated in-house at the Datteln facility, anchored since 2024 by a Landa S10P B1-format Nanography press that handles individualized print runs, plus finishing and shipping. The Mailingliebe Engine — the proprietary variable data platform — consolidates data from CSV, API, and CRM sources, applies rules, and combines layouts with personalized content to produce print-ready individualized pieces, supporting a stated capacity of 500,000+ units per month. In 2025, the company added the MailingLiebe.AI-Suite (Couponheld AI), a generative AI tool that auto-generates campaign concepts and mockups from a customer's brief.

Wirtz operates a sales-led go-to-market combining Key Account Managers (Oliver Sommer, Miriam Paulus) and an inside sales team led by Andrea Servos, supported by a self-service website funnel with AI chatbot, WhatsApp bot, and appointment booking. Pricing is pay-as-you-go, unit-based (€0.13–€1.25 per mailing for 50k-unit runs, plus €0.28–€0.95 postage). Production is climate-neutral certified and has received the ÖKOPROFIT® award in 2026.

Name

Wirtz

Legal name

Wirtz Druck GmbH & Co. KG

Website

https://wirtz-druck.de

Company type

Private

Founded year

1889

Operating status

Operating

Headcount range

101–250 employees

Short description

Wirtz Druck is a fifth-generation German printing company (founded 1889, Datteln) that designs and produces personalized creative direct-mail campaigns for retail chains and consumer brands using nine proprietary mailing formats, variable data personalization, and a 2024-installed Landa Nanography press.

Ownership category

akta.pro rank

Product category

Commercial Printing and Direct Mail Production

NAICS

Direct Mail Advertising (541860), Commercial Printing (except Screen and Books) (323111), Printing and Related Support Activities (3231), Advertising Material Distribution Services (54187)

SIC

Services-Direct Mail Advertising Services (7331), Commercial Printing (2750), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Direct Mail Marketing Services (Print, Postcard, Dimensional Mail) (BPAFAKAH)

akta.pro secondary industry

Envelopes & Mailing Products (mailers, padded envelopes) (IMAMAHAD)

Keywords

• Direct mail printing
• Creative direct mailings
• Variable data printing
• Personalized print campaigns
• Commercial printing services

Headquarters

HQ city

Datteln

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Mailing Production & Sale: Wirtz designs, produces, and sells creative direct mailings to B2B clients (retailers, brands). Revenue is generated through per-unit pricing on custom print campaigns. Production includes personalization, finishing, and postage. Clients select from product categories (Couponheld, Responseheld, Kläppchen, Schuber, PopUp, All-In-One-Schuber, Katalogmailing, Highlights, Package) with variable data integration. Pricing is unit-based, with production time and postage as additional cost components.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Wirtz designs, produces and distributes creative, personalized direct mailings for B2B clients (retailers, retail chains and consumer brands) under the MailingLiebe brand. The company offers nine proprietary physical mailing formats combined with proprietary variable-data personalization (Mailingliebe Engine), AI-assisted campaign generation (Couponheld AI) and 100% in-house production at its Datteln facility, including a Landa S10P Nanography digital press for high-quality B1-format individualized prints.

Product overview

Wirtz is a specialized direct mail production company offering nine distinct creative mailing formats under the MailingLiebe® brand: Couponheld (coupon-based activation), Responseheld (tear-open mechanism), Kläppchen (multi-flap discovery), Schuber (pull-out presentation), PopUp (3D unfolding effect), All-In-One-Schuber (combined mechanism), Katalogmailing (integrated catalog), Highlights/Endlosfaltkarte (folding mechanism), and Package (product sampling with print). All formats are powered by the Mailingliebe Engine, which automates data consolidation from CSV, API, and CRM sources to enable full personalization and variable data printing. The company also offers Couponheld AI, an AI-powered campaign generator that creates personalized campaign concepts. The portfolio is unified by personalization capabilities, QR-code tracking, and measurability across all formats.

Differentiator

Problem solved

Functional benefit

Brands

• Couponheld: Focused selfmailer for retail and chain stores that centers on purchase impulse with personalized coupon codes and QR solutions.
• Responseheld
• Kläppchen
• Schuber
• PopUp
• Package
• Katalogmailing
• Highlights

Products and services

• Couponheld A focused self-mailer for retail and chain-store clients that drives purchase impulse at the point of sale. Used for sales promotions, seasonal launches, new store openings and targeted frequency campaigns, with personalized coupon codes and QR solutions enabling measurable revenue conversion.
• Responseheld Direct mail format that uses a tear-open mechanism to create an emotional opening experience and reinforce key campaign claims. Designed for campaign launches, relaunches or attention-grabbing promotional offers, with personalized QR codes and response elements for measurable engagement.
• Kläppchen A self-mailer format inviting structured discovery behind multiple flaps that conceal offers, information or vouchers guiding recipients to action. Ideal for promotions, gift campaigns, or seasonal campaigns with personalization and QR codes bridging print and digital.
• Schuber Stages content step-by-step through a pull mechanism where multiple pages unfold simultaneously, creating a high-quality presentation experience. Ideal for image campaigns, invitations or products that need step-by-step explanation.
• PopUp Direct mail format combining a creative wow-effect with direct purchase activation via a 3D pop-up element that unfolds upon opening, emotionally anchoring the brand. Ideal for event announcements, product launches or special promotions.
• All-In-One-Schuber Combines a tear-open mechanism with integrated coupons, creating immediate curiosity. Ideal for retail actions, anniversaries or cross-channel campaigns aimed at targeted multi-activation.
• Katalogmailing Combines self-mailer attention with the sales strength of an integrated catalog, creating a compact product world with high dwell time. Ideal for season starts, assortment changes or cross-selling campaigns.
• Highlights (Endlosfaltkarte) An endless fold card that delights through its special folding mechanism and extends interaction with the brand. Ideal for anniversaries, creative campaigns or special brand messages, ensuring high attention and sustainable engagement.
• Package Combines attention-grabbing print communication with real product samples, creating an immediate brand experience. Ideal for product launches, sampling campaigns or reactivation campaigns, increasing perception and purchase readiness.
• Couponheld AI (Mailingliebe.AI-Suite) AI-powered campaign generation suite that analyzes a business and automatically produces a personalized campaign concept including occasion, idea, messaging and a Couponheld mockup. Users confirm brand rights and the AI generates a campaign preview, serving as a self-service concepting tool on the website.

Quantifiable outcome

• Monthly production capacity of 500,000+ units
• +5 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Deutsche PostcoreStrategic or Co-development Partner · 1 January 2025Wirtz collaborated with Deutsche Post at the Print-to-Profit-Day 2025 event, a key industry occasion for direct mail marketing. The partnership involves joint participation in events and co-marketing of print-to-postal campaign solutions.
• Landa (S10P Press)coreTechnology or IntegrationWirtz acquired and installed the Landa S10P Nanography press in early 2024, representing a major capital investment in production technology. Landa is the manufacturer of the B1-format digital printing press used for in-house production.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Flyeralarm: Würzburg-headquartered German commercial printing and online print platform serving B2B marketing buyers with flyers, mailings, and personalized print. Comparable in product breadth, online ordering model, and German B2B focus, though Flyeralarm's catalog spans far beyond creative direct mail.
• ONLINEPRINTERS: Cimpress-owned German online commercial printer offering offset and digital print across marketing collateral and mailing products. Comparable as a digital-first German commercial printer competing for the same B2B marketing-print wallet, with broader catalog but less specialization in creative direct mail formats.
• WIRmachenDRUCK: German online commercial printer specializing in offset and digital printing for marketing materials, business stationery, and direct mail pieces. Comparable on online B2B ordering, German production base, and similar target customers, though with a broader, less curated product portfolio.
• mpm RealMail: German direct mail specialist focused on personalized, response-driven mailings with variable data and tracking. Closely comparable to Wirtz's MailingLiebe proposition—creative direct mail formats with personalization—making it one of the most direct niche competitors in the German market.
• Saxoprint: Dresden-based online commercial printer offering offset and digital print for marketing and mailing materials to European B2B customers. Comparable on online B2B ordering, variable data printing, and direct mail capabilities, though with broader catalog and stronger pan-European footprint.
• ALLESPRINTER: German online commercial printing marketplace aggregating offset and digital print services for SMB and mid-market B2B customers. Comparable on digital self-service ordering model and German B2B focus, though positioned as a price-driven aggregator rather than a creative-direct-mail specialist.
• Click2Mail: US-based online direct mail production platform offering variable-data postcards, letters, and EveryDoor targeting with mailing list services. Comparable as a digital-first direct mail operator serving SMB and enterprise B2B customers with personalized mail, though lacking Wirtz's high-end creative format depth.

Broad incumbents

• Cimpress (Vistaprint): Global mass-customization platform operating Vistaprint, ONLINEPRINTERS, Drukwerkdeal, and other brands across printing, signage, and direct mail. Comparable on variable data personalization, online B2B ordering, and production scale, but operates as a broad incumbent with Wirtz's MailingLiebe as a niche specialty rather than core.
• Heidelberger Druckmaschinen: Global German-headquartered leader in printing press manufacturing with adjacent services in print-shop workflow software and consumables. Comparable as a Germany-based printing-industry incumbent, though it sells equipment and software into Wirtz's category rather than competing in creative direct mail production.

Emerging players

• Lob: US-based developer-first direct mail API platform that programmatically sends postcards, letters, and checks with variable data and CRM integration. Comparable on the technology-enabled variable-data direct mail proposition, though focused on API/developer distribution rather than high-impact creative mailings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MailingLiebe
• LinkedInlinkedin.com/company/wirtz-druck-gmbh-co-kg

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Wirtz