SABAG

What SABAG does

SABAG is a Swiss building materials distributor and interior solutions provider headquartered in Biel/Bienne, operating a dual-platform model. The Innenausbau (interior construction) division supplies custom kitchens (SABAG-Küchen), bathroom furniture (Sabella, with 50+ years of heritage), living room furniture, wall and floor coverings (ceramic panels, natural stone, parquet), doors, and outdoor solutions to homeowners, served through showrooms with personal consultation across German-speaking and Western Switzerland. The Bauprodukte (building products) division supplies construction materials across nine categories — including structural/concrete, civil engineering, roofing and façade, landscaping, painting/plastering/drywall, sanitary, carpentry, and reinforcement steel — to trade professionals such as plumbers, tilers, carpenters, painters, and roofers, served through 36 Profishops, pickup warehouses, and a crane-equipped fleet for just-in-time construction site delivery.

The company operates an in-house manufacturing facility at the SABAG-Manufaktur in Nidau (Bernese Seeland) producing over 2,000 custom kitchens and approximately 9,000 Sabella bathroom furniture units annually, using CNC machining, edge banding, color coating, and FSC-certified European wood. A dedicated steel center in Biel processes reinforcement steel, where SABAG is Switzerland's leading processor, with additional capabilities in custom cutting and color mixing. Digital tools include the SABAG Kundenportal for trade order management, an online bathroom configurator, 360° virtual showroom tours, and an article number scanner.

SABAG's business model is primarily project-based, quote-driven, and one-time in nature, covering custom furniture sales and construction material supply. GTM combines consumer showrooms with appointment-based consultation, dedicated Profishops with counter service for trade professionals, a professional customer portal, and WhatsApp contact at sanitary Profishops. The company was founded in the early 20th century (sources cite 1913/1920) and has been active in Swiss building products trade for over 100 years. It is privately held with no disclosed parent or external investors, and the 2021 integration of BAUHAG Gisikon (now SABAG Gisikon) is the most recent M&A action. SABAG holds the PLATINIUM sustainability label from Ceruniq for three consecutive years and maintains sub-brands including Sabella, SABAG-Küchen, SABAG Living, and modico.

Name

SABAG

Legal name

SABAG

Website

https://sabag.ch

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

SABAG is a Swiss building materials distributor and interior solutions provider serving homeowners and trade professionals across 43 locations in German-speaking and Western Switzerland, with in-house custom kitchen and bathroom furniture manufacturing at its Nidau facility and a national network of 36 Profishops.

Ownership category

akta.pro rank

Product category

Building Materials Distribution and Custom Interior Finishing

NAICS

Wood Kitchen Cabinet and Countertop Manufacturing (337110), Wood Kitchen Cabinet and Countertop Manufacturing (33711), Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371), Furniture and Related Product Manufacturing (337)

SIC

Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540)

akta.pro primary industry

Joinery, Millwork & Casework Installation (Cabinetry, Built-Ins) (IMAFANAJ)

Keywords

• Building materials distribution
• Custom kitchen manufacturing
• Bathroom furniture
• Interior finishing
• Reinforcement steel processing

Headquarters

HQ city

Biel

HQ country

Switzerland

HQ region

Europe

Offices34 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Custom Kitchen Manufacturing: Design, manufacture, and installation of custom kitchens made to order at the Nidau factory. SABAG kitchens are Swiss Made with first-class quality, innovative technology, and tailored solutions.
2. Custom Bathroom Furniture (Sabella): Production and sale of Sabella bathroom furniture, a brand with over 50 years of experience, combining tradition, durability, and innovative solutions for modern bathrooms.
3. Living Furniture (Wohnmöbel): Custom-made living furniture including wardrobes, household cabinets, and sideboards produced in the Nidau factory.
4. Building Products (Bauprodukte): Sale of construction materials to trade professionals including formwork, concrete additives, drainage systems, flooring, roofing, facade materials, gardening products, painting supplies, sanitary products, carpentry/joinery materials, and reinforcement steel.
5. Sanitary Products: Comprehensive range of sanitary products including bathtubs, fittings, and sealing components displayed in showrooms with consultation services.
6. Wall and Floor Coverings: Ceramic tiles, natural stone, and parquet flooring products with professional installation consultation.
7. Doors (Türen): Interior and exterior door solutions.
8. Professional Shop (Profishop) Retail: 36 Profishops offering equipment for daily construction work including tools, machines, and protective clothing.
9. Just-in-Time Delivery: Logistics service delivering materials to construction sites daily using a fleet of specialized vehicles with cranes for various loading and unloading requirements.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

SABAG is a Swiss building materials supplier and custom interior fittings manufacturer that operates two complementary divisions. The Innenausbau division designs, manufactures, and supplies custom kitchens, bathroom furniture (Sabella brand), and custom living furniture produced at the company's Nidau factory, alongside wall and floor coverings, doors, and outdoor products. The Bauprodukte division distributes construction materials including reinforcement steel, concrete products, sanitary items, roofing, facade, drywall, gardening, and carpentry supplies to trade professionals through Profishops, pickup warehouses, and just-in-time delivery to construction sites.

Product overview

SABAG is a Swiss building materials trader and interior design company operating on a dual-platform model. The Innenausbau (interior construction) division offers custom-manufactured furniture including SABAG-Küchen (Swiss Made kitchens produced in Nidau), Sabella-Badmöbel (bathroom furniture with 50+ years of heritage), and SABAG-Wohnmöbel (living room furniture). The Bauprodukte (building products) division serves construction professionals with materials across categories including Hochbau, Tiefbau, Bodenaufbau, Bedachung/Fassadenbau, Gartenbau, Malerei/Gipserei/Trockenbau, Sanitär, Zimmerei/Schreinerei, and Bewehrungsstahl. Digital services include the SABAG Kundenportal, Online Badgestalter, and 360° virtual exhibition tours. The company operates its own manufacturing facility in Nidau producing over 2000 kitchens and approximately 9000 bathroom furniture units annually, alongside a network of 43 locations across German-speaking and Western Switzerland.

Differentiator

Problem solved

Functional benefit

Brands

• Sabella: Bathroom furniture brand offering high-quality materials, timeless design, and functional solutions specifically designed for humid environments. Over 50 years of experience combining tradition, durability, and innovative solutions for modern bathrooms.
• SABAG-Küchen
• SABAG Living
• modico

Products and services

• SABAG-Küchen Custom-designed Swiss Made kitchens manufactured to order at the Nidau factory for homeowners, offering tailored solutions across materials, colors, and fittings.
• Sabella-Badmöbel Swiss-made bathroom furniture line with 50+ years of heritage, designed specifically for moist environments with high-quality materials and timeless design.
• SABAG-Wohnmöbel (SABAG Living) Custom-made living room and household furniture including wardrobes, utility cabinets, and sideboards, manufactured at the Nidau factory with modern design and versatile customization.
• SABAG Infinity Bathroom furniture line produced in-house at the Nidau factory featuring black SWISS-CDF fiberboard carcasses.
• modico Sub-brand offering construction materials at low price points with high quality.
• Wand- und Bodenbeläge (Wall and Floor Coverings) Ceramic panels, natural stone, and parquet flooring products sold through showrooms with professional installation consultation for residential and commercial projects.
• Türen (Doors) Interior and exterior door solutions for home construction and renovation projects.
• Bauprodukte (Building Products) Comprehensive range of construction materials for trade professionals covering structural, civil engineering, flooring, roofing, facade, landscaping, painting, plumbing, and carpentry needs.
• Bewehrungsstahl (Reinforcement Steel) Custom-fabricated reinforcement steel processed at the SABAG Stahlcenter in Biel, where SABAG holds Switzerland's leading position in concrete reinforcement steel processing.
• SABAG Kundenportal (Professional Customer Portal) Secure online portal enabling trade customers to access, view, and process orders and quotes at any time.

Quantifiable outcome

• Over 2000 custom kitchens produced annually
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Meta HiltebrandminorGTM or Marketing PartnerTV chef and restaurant owner creates SABAG recipes. Partner provides content marketing through recipe ideas for customers.
• CeruniqcoreStrategic or Co-development PartnerSustainability certification organization. SABAG has received the PLATINIUM Label from Ceruniq for three consecutive years, indicating strong sustainability commitment.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Jumbo (Genossenschaft Migros Luzern): Major Swiss DIY and home improvement chain offering building materials, sanitary products, kitchens, and tools to both consumers and trade customers; competes directly with SABAG's Bauprodukte and selected Innenausbau offerings across Switzerland.
• Migros Do it + Garden: Swiss DIY chain under Migros operating garden centers and home improvement stores selling building materials, sanitary, and home renovation products; comparable in target customer and product breadth to SABAG's building products and consumer-facing Innenausbau offering.
• Landi / fenaco: Swiss agricultural cooperative group (fenaco) operating Landi retail and building materials outlets; serves both rural consumers and trade professionals with construction inputs, comparable to SABAG's broad-line Bauprodukte distribution model.
• Hornbach Baumarkt: German-headquartered DIY and building materials chain with Swiss operations; competes with SABAG on the professional trade channel and DIY consumer segments, particularly in wall/floor coverings, sanitary, and construction materials.
• OBI Schweiz: International DIY chain with a Swiss presence; competes with SABAG's building products assortment and selected kitchen/bathroom offerings for consumer-driven renovation projects.
• Sanitas Troesch: Leading Swiss sanitary products distributor serving trade professionals with bathrooms, kitchens, and installation materials; direct overlap with SABAG's sanitary Profishops and Sanitär building products category.

Regional players

• Schmid Schreinerei AG: Swiss custom carpentry and interior fit-out manufacturer producing kitchens, built-ins, and joinery; comparable to SABAG's Nidau-based custom furniture manufacturing and Sabella bathroom furniture line.

Broad incumbents

• Hagebau (German cooperative): Large German building materials cooperative serving trade and DIY customers across Central Europe; provides benchmark for SABAG's trade professional channel scale, assortment breadth, and Pro-shop operating model.
• Saint-Gobain Distribution Schweiz: Swiss arm of global building materials distributor offering sanitary, wall/floor, and construction products; competes with SABAG across Bauprodukte categories and shares the dual trade/consumer customer model.

Emerging players

• Wesco Küchen AG: Swiss kitchen brand and supplier; comparable to SABAG-Küchen in custom kitchen manufacturing positioning, with overlapping trade partnerships and premium Swiss-made positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sabagag
• LinkedInch.linkedin.com/company/sabag-ag-sa
• Instagraminstagram.com/sabag_ag

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 SABAG