CAKE MART GmbH

What CAKE MART GmbH does

CAKE MART GmbH is a Cologne-based, privately held German limited liability company (GmbH) that operates the MEINCUPCAKE Shop (meincupcake.de), a direct-to-consumer online retailer of specialized baking supplies for hobby bakers. Founded around 2010, the company curates an assortment of cake-decorating tools, baking ingredients, fondants, food colors, piping supplies, baking tins, packaging, and party decorations, serving consumers in Germany and more than thirty European countries.

The catalog comprises over 5,000 SKUs organized into roughly nineteen product categories (Torten dekorieren, Cupcakes, Cake-Pops & Lollies, Kekse & Plätzchen, Pralinen & Dessert, Backzubehör, Backformen, Fondant, Lebensmittelfarben, Glasuren & Icing, and themed ranges for occasions such as Christmas, weddings, birthdays, and the recently promoted "Backen zur WM 2026" sports/football theme). The assortment is anchored by international baking brands including Callebaut, Cake-Masters, FunCakes (core suppliers), plus Wilton, Renshaw, Silikomart, PME, Nordic Ware, FMM Sugarcraft, Lubeca, Valrhona, Rainbow Dust, Colour Mill, Squires Kitchen, Sugarflair, and JEM Cutters. Average basket is hobbyist-sized, with example unit pricing at €17.95 for Callebaut Callets 1.0kg and €3.45 for Cake-Masters Rollfondant 250g (€13.80/kg reference).

The technology layer is described as a standard e-commerce platform with no proprietary features, supporting self-serve shopping cart, customer accounts, wishlist (Merkzettel), clearance (Lagerräumung), and SALE mechanics; there is no mobile app, no public API, no disclosed AI capabilities, and no external funding or revenue disclosure. The business model is pay-as-you-go unit pricing with per-kilogram reference pricing on ingredients, plus a newly added Großmengen (bulk) category hinting at small-business or higher-volume buyers. Distribution is exclusively online, with a confirmed recent promotional banner referencing 2025/2026 seasonal activity, and the company is led by CEO Thorben Handke.

Name

CAKE MART GmbH

Legal name

CAKE MART GmbH

Website

https://meincupcake.de

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

CAKE MART GmbH operates MEINCUPCAKE Shop (meincupcake.de), a Cologne-based online retailer selling 5,000+ specialty baking and cake-decorating products to hobby bakers across 30+ European countries.

Ownership category

akta.pro rank

Product category

Baking Supplies Retail

NAICS

Baked Goods Retailers (445291)

SIC

Retail-Variety Stores (5331)

akta.pro primary industry

Online Bakery & Desserts Delivery (CRAHAIAK)

akta.pro secondary industry

Pastry, Cakes & Desserts Wholesale (AFAIAFAB)

Keywords

• Baking supplies retail
• Cake decorating products
• Fondant and sugarpaste
• Food colorings
• Bakeware ecommerce

Headquarters

HQ city

Cologne

HQ country

Germany

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time product sales of baking supplies, cake decorating tools, ingredients, and accessories through online retail channels. Customers purchase individual items at unit prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

CAKE MART GmbH operates the MEINCUPCAKE online shop, a direct-to-consumer e-commerce storefront selling more than 5,000 baking and cake-decorating products — including cookie cutters, baking tins, fondants, food colorings, sprinkles, glazes, edible decorations, piping tools, packaging, and themed occasion collections — sourced from 100-plus international brands and shipped from Germany to 30-plus European countries.

Product overview

MEINCUPCAKE Shop is an online e-commerce platform operated by CAKE MART GmbH, serving hobby bakers across Germany and Europe. The shop offers a comprehensive range of baking supplies organized into distinct product categories: cake decorating (Torten dekorieren), cupcakes, cake pops & lollipops, cookies & biscuits, pralines & desserts, and decorating & gifting. Core product lines include baking accessories (Backzubehör) like thermometers and mixing bowls, baking tins (Backformen) in various materials, fondants and sugarpastes, food colors in multiple formats (liquid, paste, gel, powder, airbrush), baking ingredients such as chocolate and sprinkles, glazes & icing products, edible decorations, piping tips & bags, muffin cases, and packaging solutions including cake boxes and party decorations. The platform positions itself as a one-stop shop for creative baking enthusiasts with themed products for various occasions.

Differentiator

Problem solved

Functional benefit

Products and services

• MEINCUPCAKE Online Shop Online e-commerce platform owned by CAKE MART GmbH that lets individual hobby bakers in Germany and across 30+ European countries browse, configure a wish list, and order baking supplies, cake-decorating tools, ingredients (chocolate, fondant, food colors, sprinkles, glazes), bakeware (baking tins, cookie cutters, muffin cases), piping tools, packaging, themed occasion collections, and gift vouchers; ships from Germany.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• CallebautcoreOthersChocolate and cocoa products supplier. Callebaut Callets and Kuvertüre products featured as top recommendations and bestsellers.
• Cake-MasterscoreOthersFondant and cake decorating supplies brand. Cake-Masters Rollfondant PREMIUM PLUS products featured prominently in product recommendations.
• FunCakescoreOthersBakery supplies and cake decorating brand offering sprinkles, Dummies (decorative cake forms), and various baking accessories.
• WiltonminorOthersMajor American baking supplies brand included in the product portfolio.
• RenshawminorOthersUK-based fondant and marzipan brand available in the product range.
• SilikomartminorOthersItalian silicone baking mold manufacturer included in product offerings.
• PMEminorOthersUK cake decorating tools and equipment brand available in the shop.
• Nordic WareminorOthersAmerican baking pan manufacturer known for specialty Bundt pans, included in product range.
• FMM SugarcraftminorOthersUK sugarcraft tools manufacturer available in the shop.
• LubecaminorOthersGerman chocolate brand offering Vollmilch and other chocolate products.
• ValrhonaminorOthersPremium French chocolate brand available in the Kuvertüre product category.
• Rainbow DustminorOthersUK-based edible food color and glitter manufacturer available in the shop.
• Colour MillminorOthersAustralian food coloring brand available in the product range.
• Squires KitchenminorOthersUK baking and cake decorating supplies brand included in the shop.
• SugarflairminorOthersUK food coloring manufacturer available in the Lebensmittelfarben category.
• JEM CuttersminorOthersUK sugarcraft and cake decorating tools manufacturer available.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hobbybäcker: Leading German online specialty retailer of baking and cake-decorating supplies. Highly comparable to MeinCupcake on geography, target customer (hobby bakers), and SKU breadth (cake decorating, fondant, food colors, baking tools).
• Bakedealer: German D2C retailer of baking supplies and ingredients serving hobby bakers. Overlapping assortment (fondant, sprinkles, molds, food colors) and similar D2C e-commerce model to CAKE MART.
• Cake Stuff: UK-based specialty online retailer of cake decorating and sugarcraft supplies. Directly comparable product mix (fondant, tools, edible decorations, packaging) and customer base (hobby bakers) to MeinCupcake.
• The Cake Decorating Company: UK online specialist in cake decorating equipment, ingredients and packaging. Mirrors MeinCupcake's category coverage (tins, cutters, icing, packaging) and hobby-baker target segment.
• NY Cake: US specialty retailer and wholesaler of baking and cake decorating supplies. Comparable breadth of assortment (fondant, food colors, pans, sprinkles) and customer overlap in hobby and prosumer baking.
• American Cake Decorating: US online retailer of cake decorating and baking supplies. Comparable product categories (fondant, food colors, tools, packaging) and hobbyist-customer focus to MeinCupcake.
• Cake Craft World: UK cake decorating and sugarcraft supplier selling fondant, molds, colors, and tools. Same hobbyist customer profile and merchandising approach as MeinCupcake.
• Global Sugar Art: US-based cake and sugarcraft supplies retailer offering molds, fondant, food colors, and decorating tools. Directly comparable specialty assortment to CAKE MART.

Broad incumbents

• Wilton: Largest US baking and cake decorating brand with its own DTC storefront. Comparable category (decorating tools, pans, colors), but operates at much larger scale and also as a supplier brand carried by MeinCupcake.

Others

• Lakeland: UK multichannel kitchen and home retailer that carries a meaningful baking-supplies assortment. Adjacent rather than direct, but overlaps in target customer (home bakers) and product categories (tins, tools, bakeware).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/meincupcake
• LinkedInlinkedin.com/company/cake-mart-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 CAKE MART GmbH