Mhk Group

What Mhk Group does

MHK Group is a German purchasing and service cooperative (Verbundgruppe) founded in 1980 and headquartered in Dreieich near Frankfurt am Main. The group serves independent specialist retailers and tradespeople across four verticals: kitchen retail, sanitary/heating/air conditioning (SHK), residential construction, and professional painting. As of December 2023, MHK coordinates a network of 4,233 commercial partners and over 800 manufacturer/supplier partners, generating €9.661 billion in total turnover (Germany: €6.243B; rest of Europe: €3.418B) with 616 direct employees at headquarters. The cooperative model aggregates purchasing power through centralized billing (Zentralregulierung) with 100% delcredere credit coverage, which member businesses could not achieve independently.

MHK monetizes its platform through multiple revenue streams: membership/association fees, franchise royalties from the 80+ REDDY Küchen locations and musterhaus küchen trade brand, financial services via proprietary banking subsidiary CRONBANK AG (consumer and corporate financing, insurance), software licensing through CARAT GmbH (kitchen planning, CARAT kitchenstox cloud ERP, and the 2026-launched CARAT guide AI assistant), wholesale of five own brands (Designo, elementa, neola, selektiv, xeno), logistics services through MHK Logistik GmbH, and training through MHK Europa Akademie. The group's technology stack includes proprietary platforms (CARAT, SHK.MARKET with 1.8M articles, plan2order integration) and an innovation hub. Geographic operations span Germany, Netherlands, Belgium, and France (subsidiary founded April 2025).

The group's strategic agenda centers on AI-enabled kitchen planning (CARAT guide), digital ordering platforms, new franchise concepts targeting urban consumers (YCON) and bathroom retail (Bad & Body), and continued European consolidation via the Royal Crown partnership in Belgium. Governance is exercised through a cooperative supervisory board chaired by Prof. Rainer Kirchdörfer, with CEO Volker Klodwig leading an executive board that includes a CDO role, signaling digital transformation as a stated priority.

Name

Mhk Group

Legal name

MHK Marketing Handel Kooperation GmbH & Co. Verbundgruppen Holding KG

Website

https://mhk.de

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

501–1,000 employees

Short description

MHK Group is a German purchasing and service cooperative (Verbundgruppe) serving 4,233 independent kitchen retailers, SHK specialists, builders, and painters across four European markets with centralized purchasing, financing (CRONBANK), proprietary software (CARAT), franchise brands (REDDY Küchen, musterhaus küchen), and own-brand wholesale.

Ownership category

akta.pro rank

Product category

Home and Living Trade Cooperative Services

NAICS

Management of Companies and Enterprises (5511)

akta.pro primary industry

Retailer-Vendor Collaboration, Joint Business Planning (JBP) & Trade Terms Services (CRAOAOAJ)

akta.pro secondary industry

Construction, Hardware & MRO Supply Clubs (Trades/Contractors) (CRAEAEAG)

Keywords

• Purchasing cooperative services
• Kitchen retail software
• Sanitary heating trade
• Franchise kitchen retail
• Trade association services

Headquarters

HQ city

Dreieich

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership / Association Fees: MHK Group generates revenue through membership/association fees from commercial partners (over 4,000 members across kitchen, sanitary/heating, residential construction, and professional painting sectors). Members pay fees in exchange for purchasing power, centralized billing (Zentralregulierung), financial services, software, marketing support, and franchise concepts.
2. Franchise Fees and Royalty Revenue: REDDY Küchen and musterhaus küchen franchise systems generate fees from franchisees, including initial franchise fees, ongoing royalties, and marketing contributions. Over 80 REDDY locations operate in Germany, Belgium, and the Netherlands.
3. CRONBANK Financial Services: CRONBANK, a proprietary banking entity within MHK Group, provides credit and financial services to member companies, generating interest income, loan fees, and insurance commissions. CRONBANK AG offers consumer financing (Finanzkauf), corporate credit, and insurance products for members.
4. Private Label / Own Brand Sales: Revenue generated through sale of MHK's five own brands (Designo, elementa, neola, selektiv, xeno) and the musterhaus küchen private label to commercial partners, with approximately two-thirds of kitchen segment revenue from own brands.
5. Software Licensing (CARAT): CARAT software solutions (kitchenstox ERP, CARAT guide AI assistant, planning tools) are licensed to commercial partners, generating SaaS/subscription revenue.
6. Strategic Partnership - CMC-Kiesel: CARAT holds a strategic participation in CMC-Kiesel GmbH, a software engineering specialist, strengthening CARAT's development capabilities.

Go-to-market motion3 records

Distribution channels8 records

Marketing channels8 records

Core offering

MHK Group is a European branch platform and purchasing cooperative (Verbundgruppe) serving independent kitchen retailers, sanitary/heating/air conditioning specialists, residential construction companies, and professional painting trade businesses. It aggregates purchasing power across 4,233 commercial partners and 800+ manufacturer/supplier relationships, and delivers integrated services including proprietary CARAT kitchen planning and cloud ERP software, CRONBANK financial services, franchise systems (REDDY Küchen, musterhaus küchen, YCON, Bad & Body), five private-label kitchen brands, marketing support, training through MHK Europa Akademie, and logistics/assembly via MHK Logistik.

Product overview

MHK Group operates as a branch platform for home and living, offering a multi-brand portfolio of trading brands (musterhaus küchen, REDDY Küchen), franchise concepts (YCON, Bad & Body), and sector associations (interdomus Haustechnik, Deutscher Wohnbau Verbund, TOP Malermeister Deutschland). The group provides integrated software solutions through CARAT (including CARAT kitchenstox ERP and CARAT guide AI assistant), financial services via CRONBANK, training through MHK Europa Akademie, digital platforms like SHK.MARKET, and five private label kitchen brands (elementa, xeno, Designo, neola, selektiv). The architecture combines core service companies (CARAT, CRONBANK, Akademie) with brand/marketing concepts and sector-specific associations, all supported by central purchasing power and digital tools.

Differentiator

Problem solved

Functional benefit

Brands

• musterhaus küchen: Retail brand for kitchen specialist stores featuring individual studio design and expert consultation.
• REDDY Küchen
• Designo
• elementa
• neola
• selektiv
• xeno
• CARAT
• CRONBANK
• interdomus Haustechnik
• Deutscher Wohnbau Verbund
• TOP Malermeister Deutschland
• Bad & Body
• YCON
• SHK.MARKET

Quantifiable outcome

• 4,233 commercial partners (as of December 2023), the strongest single-year membership growth in company history with 356 new partners added in 2023
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Royal CrowncoreStrategic or Co-development Partner · 1 January 2026Royal Crown and MHK Group combined their competencies in the Belgian market in 2026, strengthening MHK Belgium's market position through a strategic partnership in the kitchen sector.
• CMC-Kiesel GmbHcoreTechnology or Integration · 20 January 2025CARAT holds a strategic participation (investment/ownership) in CMC-Kiesel GmbH, a software engineering specialist. This participation strengthens CARAT's development capabilities for kitchen planning software and cloud ERP solutions.
• Arti-LineminorStrategic or Co-development Partner · 21 November 2024MHK Group acquired Arti-Line, a kitchen assembly company, in November 2024. This acquisition strengthens MHK Logistik's assembly capabilities for kitchen specialty stores across Germany.
• Giovanni and Stefano ZarrellacoreGTM or Marketing Partner · 16 November 2023Giovanni Zarrella (singer, TV presenter) and Stefano Zarrella (food content creator) entered into a cooperation partnership with musterhaus küchen for 2024 campaigns. Giovanni continues as brand ambassador for 2026 campaigns. They create content including 'Kochen mit Kids' events and broader content creation for the brand.
• BoschcoreTechnology or IntegrationCARAT and Bosch collaborated to increase user-friendliness for kitchen planners through the CARAT planning software. Press release from July 2022 announced enhanced integration between CARAT and Bosch for kitchen design.
• Häcker KüchencoreStrategic or Co-development PartnerHäcker Küchen is a key manufacturing partner for MHK's elementa own-brand kitchens. CEO Markus Sander confirmed elementa is a significant own brand within Häcker's association landscape, representing a model partnership between trade, association, and industry. Jochen Finkemeier (Häcker Geschäftsführer) participated in elementa's 25th anniversary strategy meeting.
• Marc Asbeek BrusseminorStrategic or Co-development PartnerMarc Asbeek Brusse became the new Managing Director of MHK following the departure of Jeroen Geerling in November 2025.
• Jeroen GeerlingminorOthersJeroen Geerling served as Managing Director and was succeeded by Marc Asbeek Brusse in November 2025.
• Einrichtungspartnerring VMEminorGTM or Marketing PartnerMHK Group and Einrichtungspartnerring VME co-organized the largest World Cup betting competition in the kitchen and furniture industry in June 2026.
• 800+ Manufacturer and Supplier PartnerscoreChannel Partner/ Reseller/ DistributorMHK Group works with over 800 manufacturer and supplier partners across kitchen, sanitary/heating, and construction sectors. These partners provide the product range and purchasing volumes that drive member benefits and group negotiating power.

Scale indicators8 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Der Kreis Küchen: Leading German cooperative purchasing group for independent kitchen specialists organizing ~1,500 kitchen studios across DACH and Italy — directly comparable to MHK's musterhaus küchen and REDDY models, aggregating purchasing across retailer members and offering brand, software, and marketing services.
• VME Einrichtungspartnerring: German furniture and kitchen retail cooperative explicitly referenced as a strategic partner in MHK's own data — a directly comparable Verbundgruppe aggregating purchasing, marketing, and services for member furniture/kitchen retailers in DACH.
• Garant Group: Major European furniture and home-living purchasing group organized as a cooperative across DACH and Europe — directly comparable to MHK's model of aggregating independent retailers across multiple home categories with centralized marketing, brand, and trade services.
• Howdens Joinery: UK-listed kitchen and joinery depot franchise network supplying trade customers — analogous to MHK's REDDY Küchen franchise and musterhaus küchen trade-supply model serving independent tradespeople and small kitchen retailers across Europe.
• Magnet Joinery: UK kitchen retailer with a long-standing branch/showroom network supporting trade installers — comparable in business model to MHK's kitchen specialty retail association with shared procurement, training, and marketing support for member partners.

Broad incumbents

• Travis Perkins: UK-listed builders' merchant serving residential construction trades — analogous to MHK's Deutscher Wohnbau Verbund and SHK trade services, but at much larger publicly capitalized scale covering heavy building materials and MRO.
• Saint-Gobain Distribution: French multinational distributing building materials to construction trades across Europe — comparable to MHK's purchasing and trade-support services for residential construction and SHK members, but at much larger scale and broader scope.

Regional players

• Reece Group: ASX-listed distributor of plumbing, heating, and bathroom products to trade customers — comparable in business model to MHK's interdomus Haustechnik SHK trade network, though operating primarily in Australia and New Zealand rather than Europe.
• Möbel Hardeck: Large German furniture and kitchen retail chain serving the Ruhr region — comparable in offering and regional focus to the kitchen retail members MHK organizes, though operating company-owned stores rather than a cooperative structure.

Emerging players

• Wren Kitchens: Largest UK kitchen retailer with vertically integrated manufacturing and direct-to-consumer sales — a different model but a relevant disruptor that pressures the independent kitchen retailer base MHK serves via REDDY and musterhaus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries20 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 Mhk Group