Friedhelm Schaffrath

What Friedhelm Schaffrath does

Friedhelm Schaffrath GmbH & Co. KG is a privately held German specialty furniture and home-goods retailer founded in 1961 and headquartered in Düsseldorf. The company sells indoor and outdoor furniture, custom kitchens, lighting, household items, textiles, carpets, and living accessories to individual German consumers and homeowners through a hybrid distribution model: 18+ physical showrooms (Möbelhäuser, Küchen Mega Stores, Küchenmärkte, and a Möbel Outlet) concentrated in the Rhine-Ruhr metropolitan region of North Rhine-Westphalia, complemented by a nationwide e-commerce storefront (schaffrath.com) with Click & Collect and home delivery. The custom-kitchen vertical is a distinct higher-touch segment that drives the business: it involves in-store, at-home (Heimberatung), and video consultation, millimetre-precise on-site measurement, 3D visualization, and installation, with kitchen project budgets ranging from under €6,000 to over €25,000 and supported by 0% installment financing.

The technology foundation is a standard retail e-commerce stack — Salesforce Commerce Cloud (Demandware) for the online storefront — augmented by a third-party visual product search integration (Vviinn image upload) and 3D kitchen planning tools. Marketing is multi-channel: Instagram, Facebook, Pinterest, YouTube, email/newsletter (with a €10 voucher incentive for new subscribers), seasonal catalogs/brochures distributed via a kiosk microsite, and in-store promotional events. Payment options include PayPal, Visa, SEPA, and Klarna, with periodic promotional levers such as Flash Sale codes (15% off with FlashSale15), tiered set-purchase discounts, and a free-delivery threshold of €399.

Schaffrath operates as a GmbH & Co. KG limited partnership with no disclosed institutional, venture, or private equity ownership, suggesting independent/family control. Revenue is generated primarily through one-off retail sales of multi-category home furnishings, with custom-kitchen projects serving as the higher-margin, longer-cycle anchor that ties together consultation, design, installation, and financing services. The company has no disclosed subsidiaries, no M&A history, no leadership changes, no patents or trademarks, and no external funding rounds.

Name

Friedhelm Schaffrath

Legal name

Friedhelm Schaffrath GmbH & Co. KG

Website

https://schaffrath.com

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Friedhelm Schaffrath is a privately held German furniture and home-goods retailer (founded 1961, Düsseldorf) operating 18+ physical showrooms in the Rhine-Ruhr region plus a nationwide e-commerce store, selling furniture, custom kitchens, lighting, textiles, and accessories to individual consumers.

Ownership category

akta.pro rank

Product category

Furniture and Home Furnishings Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110), Furniture Retailers (44911)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Kitchen Cabinets & Custom Millwork Showrooms (CRAIAFAA)

Keywords

• Furniture retail
• Custom kitchen planning
• Home furnishings
• Retail showrooms
• Omnichannel furniture

Headquarters

HQ city

Düsseldorf

HQ country

Germany

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Furniture and Home Goods Retail: Schaffrath generates the majority of its revenue through the sale of furniture, kitchens, lighting, home textiles, household goods, carpets, and decorative accessories across its physical showrooms and online store. Products are sold at full retail price with periodic promotional discounts.
2. Custom Kitchen Sales and Planning Services: Revenue from bespoke kitchen sales including consultation, on-site measurement, 3D visualization, and installation services. Kitchen sales are consultation-driven through kitchen studios and mega stores. Financing options (0% financing) are offered to support higher-ticket purchases.
3. Delivery and Logistics Services: Revenue from delivery and logistics services for large furniture items. Free delivery is offered for orders above €399. Additional services include rental truck booking for customer self-collection.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Friedhelm Schaffrath GmbH & Co. KG is a German home furnishings retailer selling furniture, custom-built kitchens, lighting, household items, textiles, carpets, garden furniture, and living accessories. The company operates a hybrid omnichannel model combining 18+ physical showrooms (Möbelhäuser, Küchen Mega Stores, Küchenmärkte, Möbel Outlet) in the Rhine-Ruhr region with a nationwide e-commerce store. It differentiates through bespoke kitchen planning with 3D visualization, in-store/at-home/video consultation, Click & Collect, and 0% financing.

Product overview

Schaffrath is a German furniture retail chain operating as a unified omnichannel platform combining physical showrooms (Möbelhäuser) and an online shop. The core offering spans indoor furniture (living room, bedroom, dining room, children's, bathroom, office), custom-built kitchens with professional planning and 3D visualization services, comprehensive lighting (ceiling, pendant, wall, floor, and table lamps), garden/outdoor furniture, household items (cookware, dishes, glasses), textiles (bedding, bathroom, kitchen), carpets, and living accessories. Key product modules include the kitchen customization service with dedicated kitchen studios and Mega Stores, a full furniture assortment across multiple room categories, and complementary accessories. The company also provides services including Click & Collect, 0% financing, kitchen planning, and personal consultation appointments.

Differentiator

Problem solved

Functional benefit

Products and services

• Möbel (Furniture) Comprehensive indoor furniture assortment covering living room (sofas, coffee/side tables, sideboards, TV/media furniture, living walls, TV and recliner armchairs), dining room (dining tables, dining chairs), bedroom (beds, upholstered beds, box-spring beds, wardrobes, slatted frames, mattresses, bedroom sets), children's/youth rooms, hallway furniture (commodes, shelves, mirrors, wardrobes, shoe cabinets), bathroom furniture, and office furniture (office chairs, desks, height-adjustable desks, office storage). Targeted at individual consumers and homeowners across Germany.
• Küchen nach Maß (Custom Kitchens) Custom-built kitchens with individual planning, millimetre-precise on-site measurement, 3D visualization, and installation. Available through dedicated kitchen studios and Küchen Mega Stores, with budgets ranging from under €6,000 to over €25,000. Targeted at consumers seeking a fully planned fitted kitchen.
• Leuchten (Lighting) Indoor and outdoor lighting including ceiling lights, pendant lights, wall lights, floor lamps, table lamps, spots, and rechargeable lamps, with branded items such as LED wall lights, dimmable LED pendant lights, and outdoor lighting.
• Haushalt (Household Items) Kitchen equipment and household goods including cookware, cooking utensils, storage, small appliances, cutlery, dishes, glasses, and table accessories for everyday home use.
• Textilien (Textiles) Living textiles, bed linens, bedding, bathroom textiles, kitchen textiles, and outdoor textiles for home furnishing.
• Teppiche (Carpets) Modern carpets, high-pile carpets, outdoor carpets, runners, oriental carpets, faux fur rugs, and floor mats across indoor and outdoor categories.
• Wohnaccessoires (Living Accessories) Decorative accessories including decorations, candles, wall art, plants, and bathroom accessories for finishing home interiors.
• Gartenmöbel (Garden Furniture) Outdoor furniture including lounge sets, garden tables, garden chairs, garden loungers, balcony furniture, sun and privacy screens, grills and fire pits, garden boxes, cushions and pads, outdoor carpets, and outdoor lighting.
• Click & Collect Service allowing customers to order online via schaffrath.com and pick up the order in any Schaffrath retail location, with the ability to check local store availability.
• 0% Finanzierung (0% Financing) Interest-free financing offered to consumers to support higher-value furniture and kitchen purchases, allowing installment payment at 0% interest.
• Küchenplanung (Kitchen Planning) Professional kitchen planning service including consultation, on-site measurement (Heimberatung), 3D visualization, budget planning, and installation, available in kitchen studios, at the customer's home, or via video call.
• Beratungstermin (Consultation Appointment) Personal consultation appointments available in stores, at the customer's home, or via video call, supporting furniture and kitchen purchase decisions.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• IKEA (Inter IKEA / Ingka): Global home furnishing incumbent with extensive German store coverage and a strong online channel. Overlaps with Schaffrath across virtually all home categories (furniture, kitchen, textiles, accessories) but competes on a different scale, format, and price/value proposition.
• Otto (Otto Group): Major German omnichannel retailer with a sizable furniture and home living category. Comparable to Schaffrath in broad home assortment, multi-channel presence, and German consumer base, though operating at greater overall scale and breadth.
• Wayfair: Global pure-play online home goods retailer operating Wayfair.de in Germany. Comparable to Schaffrath's online furniture and home furnishings assortment and nationwide delivery model, though without physical showroom presence.

Direct peers

• Roller: German discount furniture retailer with both physical stores and an online shop, focused on value-oriented furniture and home accessories. Comparable to Schaffrath in product mix and omnichannel approach, but differentiated by a lower price positioning.
• Höffner: Major German furniture and kitchen retail chain with full-line showrooms and an online shop. Comparable to Schaffrath in product breadth (furniture, kitchens, home accessories) and target customer (German consumers), with a stronger national footprint.
• Porta Möbel: German furniture retail chain operating large-format furniture houses and kitchen studios nationwide. Closely comparable regional big-box showroom model with a similar kitchen planning and delivery service offering.
• XXXLutz: Austria-headquartered, one of Europe's largest furniture retail groups with a dense German store footprint (including extensive kitchen studios). Directly comparable to Schaffrath in assortment, kitchen specialization, and omnichannel showroom model, but operates at materially larger scale across multiple countries.

Emerging players

• Westwing Group: German-founded, Europe-wide online home and living retailer. Comparable to Schaffrath's e-commerce assortment (furniture, décor, home accessories) and target customer, but operates as a pure-play online/digital-first model without a large showroom network.

Regional players

• Möbel Segmüller: Family-owned German furniture retailer with large full-line showrooms and an integrated kitchen segment. Comparable to Schaffrath in family ownership, full-service showroom format, and German market focus, though concentrated more in southern Germany.
• Möbel Hardeck: Family-run German furniture retailer with large full-line showrooms in the Ruhr/NRW area, including kitchen studios. Highly comparable to Schaffrath in family ownership, regional showroom concentration, kitchen specialization, and target customer profile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/moebelschaffrath/videos
• Facebookfacebook.com/moebel.schaffrath
• Instagraminstagram.com/moebelschaffrath
• Pinterestde.pinterest.com/moebelschaffrath

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 Friedhelm Schaffrath