Versandhaus Walz

What Versandhaus Walz does

Versandhaus Walz GmbH is a privately held, family-founded German mail-order and e-commerce group headquartered in Bad Waldsee, Baden-Württemberg, that has operated continuously since 1952. The company runs three consumer brands — baby-walz (baby and maternity products, since 1952), Die moderne Hausfrau (household, garden, and gift articles, since 1967), and walzvital (health, nursing, and mobility products for seniors, since 2005) — each with dedicated catalogs and online shops and, in the case of baby-walz, physical retail stores in Germany, Austria, and Switzerland. Sales reach consumers in six European countries (Germany, Austria, Switzerland, Belgium, France, the Netherlands), and order fulfillment is handled from a company-owned logistics center in Bad Waldsee that packs over 20,000 packages per day on peak days.

The technology footprint supporting this retail operation consists of brand-specific e-commerce storefronts, standard web analytics (Google Tag Manager, Google Analytics), a Papoo/CCM19 cookie-consent platform, rexx recruitment applicant tracking, and Zoom for communications — all delivered through third-party hosting and SaaS providers rather than proprietary infrastructure. There are no disclosed proprietary AI/ML systems, APIs, SDKs, or mobile applications. The internal infrastructure includes a whistleblower and compliance system aligned with the German Supply Chain Due Diligence Act (LkSG) and the Whistleblower Protection Act (HinSchG).

Versandhaus Walz generates revenue through five distinct streams: catalog/mail-order sales across the three B2C brands; brand-specific e-commerce sales; physical retail through baby-walz stores; B2B wholesale distribution of up to 30,000 active SKUs (with up to 400 new products monthly) via the TRI International Sourcing & Trading subsidiary; and B2B advertising/media services via DVM Marketing & Werbung, which monetizes the company's parcel, catalog, and customer-list assets for third-party advertisers. The company employs more than 1,000 people across the Walz Group, takes on approximately 40 apprentices and dual students per year, and is led by two managing directors (Geschäftsführer), Michael Egbers and David Weidemann.

Name

Versandhaus Walz

Legal name

Versandhaus Walz GmbH

Website

https://versandhaus-walz.de

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Versandhaus Walz is a privately held, family-founded German multi-brand mail-order and e-commerce group operating baby-walz, Die moderne Hausfrau, and walzvital consumer brands across six European countries, with B2B wholesale (TRI International) and advertising (DVM) subsidiaries.

Ownership category

akta.pro rank

Product category

Mail-Order Retail

NAICS

General Merchandise Retailers (455)

SIC

Retail-Variety Stores (5331)

akta.pro primary industry

Import & Bazaar-Style Variety Stores (CRAEAGAD)

akta.pro secondary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

Keywords

• Mail order retail
• Baby products catalog
• Household goods shopping
• Senior care supplies
• Consumer goods wholesale

Headquarters

HQ city

Bad Waldsee

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Catalog / Mail Order Sales: The company operates traditional mail-order catalog businesses under baby-walz, Die moderne Hausfrau, and walzvital brands, selling products directly to consumers through printed catalogs. baby-walz publishes a 'Magalog' combining editorial content and products. Die moderne Hausfrau appears more than 12 times per year.
2. E-commerce / Online Shop Sales: Each brand maintains dedicated online shops accessible across Germany, Austria, Switzerland, Belgium, France, and the Netherlands, serving as a primary revenue channel for all three B2C brands.
3. Brick-and-Mortar Retail (baby-walz Stores): baby-walz operates physical retail stores in Germany, Austria, and Switzerland, providing in-person sales, consultation, and an additional distribution channel for the baby-walz assortment.
4. B2B Wholesale (TRI International): TRI International Sourcing & Trading GmbH, a subsidiary, imports and distributes innovative consumer goods across categories including household, kitchen, bath, garden, decoration, wellness, health, fashion, jewelry, and toys to other retailers and wholesalers. The company maintains up to 30,000 active articles.
5. B2B Advertising & Marketing Services (DVM): DVM Marketing & Werbung GmbH offers advertising solutions to external businesses including parcel and catalog inserts, invoice enclosures, list broking, and email marketing, placing third-party advertisements in Walz packages and catalogs.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Versandhaus Walz operates a multi-brand mail-order and omnichannel retail business, selling baby and maternity goods under baby-walz, practical household goods under Die moderne Hausfrau, and health/senior care articles under walzvital. Distribution runs through brand-specific catalogs, dedicated online shops in six European countries, and baby-walz brick-and-mortar stores. The group also runs B2B operations: TRI International Sourcing & Trading imports and distributes up to 30,000 innovative consumer articles to other retailers, while DVM Marketing & Werbung sells advertising placements in Walz parcels and catalogs.

Product overview

Versandhaus Walz operates as a multi-brand mail-order and e-commerce company with three distinct B2C consumer brands and two B2B service operations. The core B2C portfolio includes baby-walz (baby/maternity products), Die moderne Hausfrau (household/garden products), and walzvital (health/senior care products), each with dedicated online shops and catalogs. The company also provides B2B wholesale services through TRI International Sourcing & Trading GmbH for innovative consumer goods, and marketing services through DVM Marketing & Werbung GmbH for new customer acquisition.

Differentiator

Problem solved

Functional benefit

Brands

• baby-walz: Leading omni-channel retailer for baby articles, pregnancy products, and children's items. Offers a comprehensive range including baby equipment, maternity fashion, strollers, car seats, furniture, and care products. Available through online shop, catalog, and baby-walz retail stores in Germany, Austria, and Switzerland.
• Die moderne Hausfrau
• walzvital

Products and services

• baby-walz Leading omni-channel retail brand for baby and maternity products, offering baby equipment, maternity wear, strollers, car seats, furniture, and care products through a combined editorial/product Magalog, online shop, and brick-and-mortar stores in Germany, Austria, and Switzerland. Targeted at expectant mothers and parents of babies and toddlers.
• Die moderne Hausfrau Mail-order retail brand selling practical, innovative, and unusual household, kitchen, garden, gift, and decoration products via online shop and a catalog published more than 12 times per year, with a humorous product-writing style that has reached cult status. Active in Germany, Austria, Switzerland, Belgium, France, and the Netherlands.
• walzvital Mail-order retail brand offering health articles, medical supplies, nursing care products, mobility aids, comfortable clothing, everyday aids, and safety/technology articles through seasonal catalogs and an online shop in Germany, Austria, Switzerland, France, Belgium, and the Netherlands. Targeted at seniors and people with mobility or physical limitations, with accessible catalog design featuring large images, easy-to-read text, and color-coded categories.
• TRI International Sourcing & Trading GmbH B2B wholesale business that imports and distributes innovative consumer goods (up to 30,000 active articles, up to 400 new products per month) across household, kitchen, bath, garden, decoration, wellness, health, fashion, jewelry, and toys to other Versandhäuser and wholesalers. Develops products to differentiate the assortment of its retail customers.
• DVM Marketing & Werbung GmbH B2B advertising and marketing-services agency of the Walz Group offering parcel inserts, catalog inserts, invoice enclosures, list broking, and email marketing to external advertisers, leveraging the Walz customer base across Germany and neighboring European countries. Also coordinates baby-walz store-channel advertising for third parties.

Quantifiable outcome

• Over 20,000 packages packed per day in own logistics center
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• TRI International Sourcing & Trading GmbHcoreChannel Partner/ Reseller/ Distributor · 1 January 1988TRI International Sourcing & Trading GmbH was founded in 1988 as an importer of innovative consumer goods and serves as a wholesale distribution partner for the Walz Group. It develops and distributes a broad range of products across household, kitchen, bath, garden, wellness, health, fashion, toys, and other categories to other Versandhäuser and wholesalers. The company maintains up to 30,000 active articles with up to 400 new products monthly.
• DVM Marketing & Werbung GmbHcoreGTM or Marketing Partner · 1 January 1984DVM Marketing & Werbung GmbH, founded in 1984, is an exclusive advertising agency of the Walz Group. It handles B2B marketing services including parcel inserts, catalog inserts, invoice enclosures, list broking, and email marketing, enabling external businesses to advertise to Walz's customer base. DVM also coordinates the baby-walz store channel for third-party advertising.
• baby-walz GmbHcoreOthersA subsidiary of Versandhaus Walz GmbH, the baby-walz GmbH operates the baby-walz B2C brand targeting expectant parents and families with young children. The brand offers a comprehensive baby product assortment via catalog, online shop, and physical retail stores in Germany, Austria, and Switzerland.
• Walz Leben & Wohnen GmbHcoreOthersA subsidiary of Versandhaus Walz GmbH, Walz Leben & Wohnen GmbH operates the Die moderne Hausfrau and walzvital B2C brands. These brands serve household consumers and seniors/health-focused customers via catalogs and online shops across German-speaking countries and Benelux.
• Meta Platforms Ireland Limited (Facebook, Instagram)minorGTM or Marketing PartnerSocial media platform operator for Versandhaus Walz's Facebook and Instagram business profiles. A Controller Addendum agreement governs joint data responsibility for the company's Facebook Page visits.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Otto Group: Germany's largest multi-brand e-commerce and mail-order group, operating retail, financial services, and logistics across Europe. Directly comparable to Walz as a multi-brand, multi-channel mail-order house, though considerably larger and broader in portfolio.
• DM Drogerie Markt: Germany's largest drugstore chain, with extensive household, health, and beauty assortment across a national store network. Overlaps with Walz's household and health/wellness categories (Die moderne Hausfrau, walzvital) but operates primarily through physical retail rather than catalogs.
• Rossmann: Major German drugstore chain selling household, health, beauty, and wellness products through 2,000+ stores. Comparable assortment overlap with walzvital and Die moderne Hausfrau; larger scale and physical-retail focus differentiate it from Walz's catalog-anchored model.
• Amazon Germany: Largest multi-category e-commerce platform in Germany, competing with all three Walz brands across baby, household, and health/wellness categories. Not a direct mail-order peer, but the dominant competitive benchmark on price, selection, and delivery speed across all Walz product categories.

Direct peers

• bonprix: Hamburg-based multi-brand mail-order and e-commerce retailer owned by Otto Group, selling apparel, household, and lifestyle products across Europe. Closely comparable business model — own-brand merchandise, catalog and online channels, pan-European reach — with a similar mid-market positioning.
• Baur Versand: German mail-order and e-commerce company owned by the Otto Group, operating the Baur, Witt Weiden, and Eveeno brands across apparel, household, and lifestyle. Comparable multi-brand mail-order/e-commerce model with strong catalog heritage and similar DACH+ geography.
• Witt Weiden: Catalog-led mail-order retailer specializing in apparel and household goods across German-speaking countries. Comparable to Walz's catalog-driven, multi-brand mail-order model, particularly aligned with Die moderne Hausfrau.
• HSE (Home Shopping Europe): German TV and online shopping retailer selling apparel, household, beauty, and lifestyle products across multiple European countries. Comparable multi-channel (broadcast + e-commerce + catalogs) approach to mass-market consumer segments.
• myToys: German online retailer specializing in toys, baby products, and children's apparel, owned by Otto Group. Closely comparable to baby-walz in assortment and target segment (parents and young families), though pure e-commerce without the same catalog-channel legacy.
• Wenz: German mail-order house specializing in household, lifestyle, and fashion products through catalogs and online shop. Comparable to Die moderne Hausfrau in catalog-led household merchandise positioning and DACH geographic focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutu.be/yVSw_cZHV_A
• Instagraminstagram.com/versandhaus_walz_gmbh
• LinkedInlinkedin.com/company/versandhaus-walz-gmbh

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries9 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 Versandhaus Walz