Veriset

What Veriset does

Veriset AG is a Swiss kitchen manufacturer headquartered in Root, Lucerne, producing custom-made kitchens exclusively at its 14,000 m² facility and described as the most sold kitchen brand in Switzerland. Founded in 1968 and operated as a second-generation family business under Managing Director and co-owner Daniel Jost and Head of Strategic Customer Relations and co-owner Nadine Jost, Veriset employs approximately 300 people at Root and runs a production line capable of up to 100 kitchens per day. The company has held the Swiss Label "Armbrust" certification since May 2023 and combines highly automated industrial production with in-house joinery craftsmanship to deliver batch-size-1 customization at industrial scale.

The production technology stack centers on an IMA Combi.cut fully digitalized cutting system capable of 250 pieces per hour and a 10% reduction in cut-off waste, Europe's most modern digitalized edge-banding line operational since January 2021, and a Variable Measurement System (VMS) that liberates kitchen dimensions from fixed standard grids. A 1,700 m² in-house joinery staffed by 25 workers handles approximately 10% of daily output as custom special orders. Proprietary product features include 13+ years of laser edge technology for seamless finishes, Legrabox soft-close drawers tested for 20+ years/200,000 cycles at 70 kg loads, and in-house produced lumo LED panels controllable via the Veriset app.

Veriset distributes kitchens through seven company-owned showrooms and a network of over 100 specialist dealers across Switzerland, generating revenue primarily from quote-based custom kitchen sales, complemented by accessories, wardrobes and storage solutions, and after-sales service. The customer base splits between private individuals and homeowners (primary) and Objectküchen/B2B projects including senior living facilities (e.g., Tertianum Usego Park Olten) and multi-unit residential developments (secondary). Marketing emphasizes Swiss quality and provenance, with brand ambassador Mujinga Kambundji featured in a 2025/2026 advertising campaign under the tagline "Mein Leben. Meine Küche." The company operates exclusively within Switzerland with no disclosed international expansion.

Name

Veriset

Legal name

Veriset AG

Website

https://veriset.ch

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

251–500 employees

Short description

Veriset AG is a Swiss family-owned kitchen manufacturer producing custom kitchens at its Root, Lucerne facility, selling through seven company-owned showrooms and over 100 specialist dealers across Switzerland as the country's most-sold kitchen brand.

Ownership category

akta.pro rank

Product category

Custom Kitchen Furniture Manufacturing

NAICS

Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371), Wood Kitchen Cabinet and Countertop Manufacturing (337110), Household and Institutional Furniture Manufacturing (33712), Custom Architectural Woodwork and Millwork Manufacturing (337212)

SIC

Household Furniture (2510), Wood Household Furniture, (No Upholstered) (2511), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Kitchen Cabinets & Custom Millwork Showrooms (CRAIAFAA)

akta.pro secondary industries

Kitchen Cabinet & Drawer Organization (Dishes, Cookware, Utensils) (HSAFACAD), Small Appliance, Countertop & Coffee/Tea Station Organization (HSAFACAH)

Keywords

• Custom kitchen furniture
• Made-to-measure kitchens
• Swiss kitchen manufacturer
• Wardrobe and cabinet production
• Kitchen accessory and storage solutions

Headquarters

HQ city

Root

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Kitchen Sales (Custom & Standard): Veriset's primary revenue stream is the sale of custom-made, Swiss-manufactured kitchens. Kitchens are sold through seven company-owned showrooms and a network of over 100 specialist dealers across Switzerland. Each kitchen is configured and priced individually based on customer requirements (fronts, carcasses, handles, accessories, and appliances).
2. Accessories and Add-Ons: Revenue is also generated from ancillary products including drawer and pull-out systems, internal drawer dividers, cutlery inserts (wood, metal, plastic), storage solutions, lighting (lumo LED panels), and other kitchen equipment, typically sold as add-ons with kitchen orders.
3. Wardrobes and Storage Solutions: Veriset also manufactures and sells custom-fitted wardrobes and storage cabinets, and household/laundry room furniture (Hauswirtschaftsraum), extending beyond kitchens into broader home storage and organization.
4. After-Sales Service & Repairs: Veriset offers repair and replacement services for practically everything in the kitchen, generating service revenue through its Service Center.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Veriset manufactures and sells custom-made Swiss kitchens (plus built-to-measure wardrobes, cabinets, and household/laundry-room furniture) exclusively at its Root (Lucerne) facility, combining automated mass-production with in-house joinery for special orders. Kitchens and adjacent furniture are sold through seven company-owned showrooms and more than 100 specialist dealers across Switzerland, complemented by an online 3D kitchen configurator for planning and lead generation. The product line is extended with kitchen accessories (drawers, pull-outs, cutlery inserts, drawer dividers, in-house lumo LED lighting) and an after-sales Service Center for repairs and replacements.

Product overview

Veriset AG is a Swiss kitchen manufacturer in its second generation of family ownership, producing custom-made kitchens exclusively in Root, Lucerne. The company offers a unified product portfolio centered on customizable kitchens (Küchen) available in various finishes, complemented by related products including wardrobes/cabinets (Garderoben und Schränke) and household/utility room solutions (Hauswirtschaftsraum). The product line extends through smart accessories and organizational systems (Clevere Ausstattung) such as drawers, pull-outs, cutlery inserts, and drawer dividers. Veriset also provides an online 3D kitchen planner tool for customer planning. The company operates seven showrooms across Switzerland for customer consultation.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Kitchens (Küchen) Veriset's main product: custom-made Swiss kitchens built to individual customer specifications, available in various finishes and fully configurable (fronts, carcases, handles, drawers) under the company's Mix & Match system. Sold through showrooms, dealers, and planned via the online 3D configurator for Swiss homeowners and project buyers.
• Wardrobes and Cabinets (Garderoben und Schränke) Custom-made wardrobes and built-in cabinets made to exact measurements, manufactured at the Root facility and adapted to individual spatial situations for Swiss homeowners.
• Household / Utility Room Furniture (Hauswirtschaftsraum) Custom furniture solutions for the household/utility (laundry) room, designed to integrate washing towers and related appliances into a stable, elegant built-in look matching Veriset kitchen ranges.
• Drawers and Pull-outs (Auszüge und Schubladen) Soft-close, full-extension Legrabox drawers and pull-outs that customers can select and retrofit with a Veriset kitchen, tested for over 20 years of service, capable of withstanding up to 200,000 open/close cycles and loads up to 70 kg, with up to 18 cm-high drawer sides.
• Cutlery Inserts and Drawer Dividers (Besteckeinsätze und Schubladeneinteilungen) Modular drawer organization solutions sold as accessories, including wooden cutlery inserts (oak), dishwasher-safe Ambia-Line metal inserts, and plastic organizers, available in multiple configurations and colors.
• Kitchen Showrooms (Küchenausstellungen) — showroom consultation service Personalized in-person kitchen consultation service offered free of charge at Veriset's seven Swiss showrooms (e.g. Gümligen/Bern), with appointments bookable online for planning the customer's dream kitchen.
• After-Sales Service & Repairs (Service Center) Post-purchase Service Center offering repair and replacement of nearly any component in a Veriset kitchen, with service requests submitted online via the company's Service Center form.

Quantifiable outcome

• Over 80 furniture pieces produced per hour in batch size 1 (lot size 1), enabling mass customization at industrial scale
• +5 more outcomes

Named customers2 records

Segments2 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

Four partnerships are on record, tiered flagship and core.

• Mujinga KambundjiflagshipGTM or Marketing Partner · 1 January 2023Mujinga Kambundji, Switzerland's fastest woman, European 200m champion, and indoor 60m world champion, became Veriset's brand ambassador in 2023. She represents the brand in a major 2025/2026 advertising campaign with the tagline 'Mein Leben. Meine Küche.' Mujinga embodies Veriset's values of Swiss excellence, performance, and authenticity.
• Swiss LabelcoreStrategic or Co-development Partner · 1 January 2023Swiss Label certifies that Veriset is a Swiss manufacturer. Since May 2023, Veriset has held the 'Armbrust' (Crossbow) of Swiss Label, which is a recognized symbol of Swiss origin and quality manufacturing in Switzerland.
• Küchenfabrik MuotathalcoreStrategic or Co-development PartnerThe Küchenfabrik Muotathal has accompanied Veriset for over ten years as a supplier. It is particularly strong in interior finishing and produces 'special orders' (Spezialaufträge) for Veriset, complementing Veriset's own industrial production. This partnership enables Veriset to offer highly specialized interior solutions that the main factory does not produce in-house.
• IMA (Schneider)coreTechnology or IntegrationIMA (Schneider) is the manufacturer of Veriset's Combi.cut cutting system and edge banding equipment. IMA and Veriset teams jointly installed the production machinery at the Root facility. IMA supplies the industrial production technology that underpins Veriset's Europe-leading manufacturing capability.

Scale indicators11 records

Recent moves8 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/veriset
• Instagraminstagram.com/verisetag
• LinkedInlinkedin.com/company/veriset

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Veriset