PricoPlex

What PricoPlex does

PricoPlex GmbH is a privately held German manufacturer, founded in 1954 and headquartered in Eresing, Bavaria, that designs and produces modular counter trays and display systems for fresh-food service counters. Its product portfolio centers on the award-winning GRACE counter tray series (ABS plastic with a Plexiglas surface coating for scratch resistance) and a modular system of complementary lines — FRESH, CASUAL, NEO, SWUNG, CLAY, ETAGERE, and Tableware — plus accessories such as patented honeycomb-base inserts (Patentierter Wabenboden) for ventilation, decorative panels, stepped displays, turntables, and corner solutions. The company has equipped more than 8,000 fresh-food counters and serves roughly 700 new openings and refurbishments per year.

PricoPlex targets German-speaking and adjacent European markets, with primary customers being butchers (Metzgereien), food retailers (EDEKA, REWE), bakeries, caterers, and delicatessen operators. Revenue is generated predominantly through one-time hardware sales of trays, plates, and accessories, supplemented by a free counter-planning consulting service that drives specifications and conversions. Go-to-market combines direct field sales with on-site consultation, an e-commerce shop (shop.pricoplex.com), phone and email ordering, and channel distribution via REWE group purchasing. The website is localized in German, English, Dutch, and French, suggesting cross-border ambitions within the DACH and Benelux regions.

Operationally the company is founder/owner-managed under Managing Director Christian Priebe, with no disclosed external investors, parent company, or funding rounds. Manufacturing is in-house in Germany with a sustainability narrative built around product longevity (20+ year life cycles), geothermal heating, on-site photovoltaic generation, and a green-roof headquarters. PricoPlex is the claimed market leader in Germany for counter trays and has reinforced its brand position with the 2025 Red Dot Design Award and German Design Award for the GRACE series.

Name

PricoPlex

Legal name

PricoPlex GmbH

Website

https://pricoplex.com

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

11–50 employees

Short description

PricoPlex GmbH, founded in 1954 in Eresing, Germany, manufactures modular ABS and Plexiglas counter trays and display systems for fresh-food counters, serving butchers, supermarkets (EDEKA, REWE), bakeries, and caterers across German-speaking Europe.

Ownership category

akta.pro rank

Product category

Commercial Food Display Equipment

NAICS

Other Specialty Food Retailers (44529)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Fresh Food Retail Counters (In-Store Butcher/Fish/Produce Counters) (CRAHAHAH)

Keywords

• Counter trays
• Food display equipment
• Modular presentation systems
• Commercial food service
• Butcher shop supplies

Headquarters

HQ city

Eresing

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Thekenschalen und Auslageplatten (Counter Trays and Display Plates): Sale of plastic counter trays, display plates, and presentation equipment for fresh food counters. Products include various series (GRACE, FRESH, NEO, CASUAL, ECO) in different shapes, colors, and sizes. One-time purchase model with long product lifecycle.
2. Beratung & Thekenplanung (Consulting & Counter Planning): Professional consulting services for counter layout planning, including free counter planning assistance and individual customization services for fresh food counter equipment.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

PricoPlex manufactures and sells modular counter trays, display plates, and presentation systems made of ABS plastic with a Plexiglas surface coating, designed for fresh food counters in butcher shops, supermarkets, bakeries, and catering businesses. The product range spans multiple series (GRACE, FRESH, NEO, CASUAL, SWUNG, CLAY, ETAGERE, ECO) covering counter trays, deep trays, salad and deli bowls, stepped displays, etageren, rondelles, corner solutions, and tableware. The company also provides free counter planning consultation and individual customization services for fresh food counter equipment.

Product overview

PricoPlex is a German manufacturer of high-quality counter trays and display systems for fresh food counters. The product portfolio centers on the modular GRACE series (award-winning flagship), supported by specialized tray lines (FRESH, CASUAL, NEO, CLAY, SWUNG, ECO, FRESH-DEKORPLATTEN) for different applications. Core offerings include display trays, deep trays, salad/deli trays, rondelles (turntables), stepped displays, layered curved displays (etageren), angle solutions, and counter tops. Accessories include patented honeycomb inserts, decorative panels in wood/slate appearance, and general counter accessories. All products feature durable ABS plastic construction with Plexiglas surface coating for break resistance and scratch concealment. Manufacturing is done in Germany with a focus on sustainability through long product lifecycles. The company also provides consultation and counter planning services.

Differentiator

Problem solved

Functional benefit

Brands

• GRACE Series: Award-winning counter tray series that won Red Dot Design Award and German Design Award
• FRESH Series
• CASUAL Series
• NEO Series
• SWUNG Series
• CLAY Series
• ETAGERE Series
• Tableware
• Vogelp

Products and services

• GRACE Series Counter Trays (Thekenschalen Serie GRACE) Flagship award-winning line of counter trays with Plexiglas surface coating for scratch resistance and long-lasting visual appeal, available in multiple colors and shapes. Used by butchers, supermarkets, bakeries, and caterers for fresh food counter presentation; winner of the 2025 Red Dot Design Award and German Design Award.
• Display Trays and Deep Trays (Auslageplatten und Auslageschalen) Standard PricoPlex counter trays in multiple series and sizes for general food presentation at fresh meat, sausage, cheese, and delicatessen counters. Designed as part of the modular system so that different series can be combined within a single counter layout.
• Salad and Delicatessen Trays (Salat- und Feinkostschalen, including CASUAL and FRESH series) Specialized trays for salad, delicatessen, cheese, and convenience food presentation at fresh food counters. The CASUAL series also targets catering and convenience dishes.
• Rondelle Circular Turntable Displays (Rondelle) Rotating circular turntable displays for product presentation at fresh food counters, allowing customers to view all sides of displayed items.
• Stepped Displays (Treppendisplays) Multi-tiered display trays that use vertical counter height for stepped product presentation, reducing counter stocking workload and improving product visibility.
• Layered Curved Displays and Tray Combinations (Etageren / Schalenkombinationen) Curved, layered display units and combined tray systems for elegant food presentation and integrated counter layouts in butcher shops, supermarkets, and catering setups.
• Corner Solutions (Ecklösungen) Specialized tray shapes designed to optimize counter space utilization at corners, angles, and bends in fresh food counter layouts.
• Counter Tops and Attachments (Thekenaufsätze) Top-mounted counter accessories and attachments that extend the functionality of the PricoPlex modular counter system.
• Tableware Premium tableware trays for restaurant-quality food presentation in catering and fresh food counters, designed to integrate with the broader PricoPlex modular system.
• Leberkäseform (Meatloaf Pan) Meatloaf pan made from premium silicone for food preparation and presentation at fresh food counters, sold through the PricoPlex online shop.
• Counter Planning and Consulting Service (Beratung & Thekenplanung) Professional consulting service for fresh food counter layout planning, including free counter planning assistance and individual customization for butchers, supermarkets, bakeries, and caterers. Available alongside product sales, with online consultation booking via Calendly.

Quantifiable outcome

• Stocking time reduced from 45 minutes to significantly less for 3 employees with step displays
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• REWE Head OfficecoreChannel Partner/ Reseller/ DistributorPricoPlex trays are sold through REWE head office distribution for their retail network. Sales manager Ingmar Bell noted that the trays are available via REWE purchasing, and the company has equipped multiple Hundertmark REWE:XL stores.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• APS GmbH & Co. KG: German manufacturer of buffet, counter, and food presentation products including trays and display systems. Closely comparable to PricoPlex as a fellow German producer of modular counter equipment serving the same European foodservice and retail channels.
• Contacto Bander GmbH: German producer of professional serving, counter and buffet equipment including trays and display systems. Direct comparable in product category, target customers (foodservice, retail), and German manufacturing footprint.
• Stalgast Sp. z o.o. Polish manufacturer of commercial kitchen and counter equipment including display and presentation products. Comparable to PricoPlex in target customer base (foodservice/retail counter) with a similar mid-size European manufacturing footprint.

Broad incumbents

• Bartscher GmbH: Large German commercial kitchen and counter-equipment manufacturer with a broad catalog including display trays, buffets, and counter furnishings. Overlaps with PricoPlex in counter presentation but operates at much greater scale across diverse kitchen categories.
• Rieber (part of Bizerba): German supplier of professional kitchen and food-service counter solutions (now part of Bizerba). Competes with PricoPlex in fresh-food counter systems and front-of-house display, with greater corporate scale and bundling capability.
• WMF Group: German premium tableware, cutlery, and professional food-service brand with buffet and presentation products. Overlaps with PricoPlex in premium counter presentation but spans a far wider product portfolio including cookware and coffee machines.
• Hoshizaki Europe B.V. Global manufacturer of commercial refrigeration, ice, and food-service counter equipment serving retail and foodservice. Provides broader counter solutions than PricoPlex but addresses the same fresh-food retail customer set across Europe.

Emerging players

• Bonamat/Bravilor Bonamat: Dutch manufacturer of professional beverage and food-service equipment targeting HoReCa and retail channels. Adjacent comparison to PricoPlex in the European professional counter/food-service equipment market, though more focused on beverage systems.

Regional players

• Steelite International: UK-based manufacturer of tabletop and food presentation products for the hospitality industry. Comparable to PricoPlex in premium food presentation, serving overlapping but primarily UK/international hospitality customers rather than German retail.
• Holst Porzellan GmbH: German manufacturer of porcelain trays and food presentation products for butchers, bakeries, and food retail. Directly comparable in product category and German retail customer base, with porcelain rather than plastic positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@PricoPlexGmbH
• Facebookfacebook.com/pricoplex
• LinkedInlinkedin.com/company/pricoplex
• Instagraminstagram.com/pricoplex

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 PricoPlex