What Holtmann+ does

Holtmann+ (legal entity Holtmann GmbH & Co. KG) is a privately held, family-owned German live communication agency headquartered in Langenhagen near Hanover, with a secondary office and warehouse in Nuremberg. Founded in 1950 by the Holtmann Brothers and managed since by holding company Holtmann Investment Management GmbH under CEO Jörg Zeißig, the company delivers a 360° service portfolio across four product lines: trade fair stands (custom and modular via the Systembau aluminum-frame system), events (corporate, conferences, launches, roadshows, sales promotions), shops and retail fit-outs (flagship stores, shop-in-shop, hospitality), and experience worlds (showrooms, museums, streaming studios, expo pavilions).

The company's technology stack centers on two proprietary assets: the browser-based 3D Trade Fair Stand Configurator (launched September 2025), which provides real-time 3D visualization with immediate cost display for modular stands from 3x3m to 10x10m, and hybri.id_space, a permanently equipped hybrid event venue on the Langenhagen campus featuring a control room, camera system, and lighting rig for digital, hybrid, or physical events. Supporting the modular stand business is a Lego-principle aluminum-frame system that enables reusable, sustainable booth construction. The firm is ISO 20121 certified for sustainable event management (with the most recent periodic audit completed in March 2026) and publishes its Sustain+Abilities Report 2024 in the Deutscher Nachhaltigkeitskodex database.

Holtmann+ operates as a project-based professional services firm with primarily direct enterprise sales through dedicated Client Relations account managers, supplemented by a digital self-service channel via the configurator and a structural channel partnership as a service partner and subsidiary of NürnbergMesse. Customer concentration is enterprise-leaning and includes Volkswagen Nutzfahrzeuge, Fronius International, AGCO/Fendt, Drees & Sommer, Meissen, Mobilcom Debitel, BAUforumstahl, and IdeenExpo GmbH. Revenue is primarily one-time professional services engagement-based, with modular system stands offered in plug-and-play packages via the configurator. Disclosed revenue was €34.4M in 2024 (up from €32.6M in 2023 and €30.6M in 2022), served by approximately 140 employees across the two German offices.

Name

Holtmann+

Legal name

Holtmann GmbH & Co. KG

Website

https://holtmannplus.de

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

51–100 employees

Short description

Holtmann+ is a family-owned German 360° live communication agency delivering trade fair stands, events, retail fit-outs, and brand experience worlds to enterprise clients across automotive, industrial, and consumer industries, with proprietary modular stand technology, a 3D configurator, and a hybrid event venue.

Ownership category

akta.pro rank

Headquarters

HQ city

Langenhagen

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event & Trade Fair Services: Full-service project-based revenue from trade fair stands, corporate events, exhibitions, and experiential marketing. Includes concept development, design, logistics, installation, and dismantling.
2. Shop & Retail Buildout: Interior fit-out, flagship store development, and retail environment creation including furniture development and specialized solutions.
3. System Stand Packages: Modular plug-and-play exhibition stand packages offered through digital configurator tool, enabling standardized yet customizable trade fair solutions.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Holtmann+ is a 360° full-service live communication agency that designs, builds, and operates trade fair stands, corporate events, retail shop environments, and immersive experience worlds for enterprise clients across Germany. The offering covers the full lifecycle from concept, design, and project management through construction, logistics, installation, and dismantling, supported by a proprietary 3D trade fair configurator tool, a modular system stand product line, and a permanently equipped hybrid event venue (hybri.id_space).

Product overview

Holtmann+ operates as a 360° full-service live communication agency offering a unified portfolio of services for brand experiences. The core offerings span four main service lines: trade fair stands (custom and modular), events (corporate events, conferences, launches, roadshows), shops (retail, flagshipstores, interiors), and experience worlds (showrooms, museums, exhibitions). Supporting these core services are two key product lines: the System Stand Construction (Systembau) division providing modular aluminum-based exhibition systems, and the 3D Trade Fair Stand Configurator, a digital planning tool enabling customers to design and price stands in real-time. Additionally, the hybr.id_space venue offers hybrid event capabilities. The company emphasizes sustainability through its Natural trade show system and Sustain+Abilities reporting.

Differentiator

Problem solved

Functional benefit

Products and services

• Trade Fair Stands (Messe/Messestände) Custom and modular exhibition stand solutions including individual trade fair projects, modular stand series, curated trade fair formats, systemic plug-and-play packages, and outdoor solutions for enterprise exhibitors.
• Events (Veranstaltungen) Corporate events, conferences, shareholder meetings, launch events, roadshows, product presentations, sales promotions, and guerrilla marketing activities delivered as 360° full service for enterprise clients.
• Shops (Ladenbau) Retail space design and implementation including flagship stores, shop-in-shop solutions, gastronomy venues, hotels, and corporate lounges.
• Experience Worlds (Erlebniswelten) Immersive brand environments including showrooms, museums, exhibitions, expo pavilions, corporate lobbies and offices, and streaming/TV studios.
• System Stand Construction (Systembau) Modular exhibition stand systems based on a Lego principle - flexible aluminum frame systems and single-skin wall construction using plywood or solid wood panels, enabling customizable, sustainable, and budget-efficient trade fair appearances.
• 3D Trade Fair Stand Configurator Browser-based 3D visualization tool enabling customers to design exhibition stands with real-time visualization, immediate cost display, and guaranteed implementation of planned designs, scalable from 3x3m to 10x10m in half-meter increments.
• hybri.id_space Hybrid event venue at Holtmann+ Campus in Langenhagen with permanently installed control room, camera, and lighting technology for digital, hybrid, or physical event formats.
• Natural Trade Show System Sustainable trade show system minimizing CO2 footprint through modular construction and smart material usage, designed to achieve sustainability outcomes on as little as 20 m².

Quantifiable outcome

• 50% CO2 reduction target by 2030 (Scope 1+2)
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• NürnbergMessecoreChannel Partner/ Reseller/ DistributorService partner and subsidiary of NürnbergMesse, offering customized exhibition stand construction solutions in close cooperation with the exhibition center. Provides shared stands, system construction, and rebooking areas for customers at Nuremberg venue.
• The Y GmbHminorStrategic or Co-development PartnerCreative agency collaboration partner for immersive event experiences. Jointly created ID.Buzz launch event at GamesCom combining virtual worlds and real mobility.
• Grabarz XCT GmbHminorStrategic or Co-development PartnerCreative agency partner for innovative brand experiences and office redesign projects. Collaborated on Volkswagen ID.Buzz GamesCom event and Grabarz Hamburg office redesign.
• AUMA (Ausstellungs- und Messe-Ausschuss der Deutschen Wirtschaft)minorOthersIndustry association membership representing German exhibition and trade fair industry interests.
• fwd (Forschungsvereinigung für装飾 und Warenpräsentation)minorOthersResearch association for decoration and merchandise presentation. Provides network for sustainability best practices including ISO 20121 audit collaboration.
• UFI (The Global Association of the Exhibition Industry)minorOthersGlobal exhibition industry association for international networking and best practice exchange.
• AXICA (Kongress- und Eventmanagement)minorImplementation/ SI/ Consulting PartnerCongress and event management company providing ISO 20121 audit services through fwd network collaboration.
• GoExhibitionsminorImplementation/ SI/ Consulting PartnerExhibition consultancy providing ISO 20121 certification audit services as part of periodic review process.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Faktum GmbH: German brand and live communication agency delivering trade fair, event, and corporate communications services. Smaller-scale direct peer with similar offering to Holtmann+ in the DACH market.

Broad incumbents

• Messe Frankfurt GmbH: Major German trade fair organizer and venue operator with in-house exhibition services. While not a direct competitor to Holtmann+ as an agency, Messe Frankfurt overlaps in event production and stand services at its venues.
• GL events: Large publicly-listed French group providing integrated event and exhibition services including stand construction, venue management, and event production. Comparable offering to Holtmann+ but with significantly broader geographic reach and venue ownership.

Direct peers

• MCI Group: Global events and association management company providing corporate events, conferences, and trade show services. Comparable to Holtmann+ in corporate event delivery and association/conference services across European markets.
• Jack Morton Worldwide: Global brand experience agency producing events, exhibits, and immersive brand environments for Fortune 500 clients. Directly comparable to Holtmann+'s trade fair and experience world offerings, particularly for enterprise-scale activations.
• George P. Johnson Experience Marketing: Global experience marketing agency delivering trade shows, brand activations, and immersive events for enterprise clients. Overlaps with Holtmann+ in trade fair stand design and corporate event execution across multiple industries.
• Atelier Damböck Messebau: German full-service trade fair stand builder and event agency headquartered in Germany. Competes directly with Holtmann+ for custom and modular exhibition stand projects, serving similar enterprise clients in DACH region.

Regional players

• Czarnowski Exhibit Service: US-based exhibit and event marketing services provider specializing in trade show exhibits, corporate events, and brand environments. Operates in similar segment to Holtmann+ but primarily serves North American clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/holtmannplus
• Instagraminstagram.com/holtmannplus

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Holtmann+