GO IN

What GO IN does

GO IN GmbH is a family-owned, Germany-headquartered B2B furniture manufacturer and supplier specializing in professional indoor and outdoor furniture for the gastronomy, hotel, and hospitality industries. The company has operated for more than 50 years and sells exclusively to business customers, offering a broad catalog that includes chairs, bar stools, sofas, armchairs, tables, table frames and tops, lounge furniture, gastro benches, sun umbrellas, sun loungers, and accessories across both indoor and outdoor categories. Notable technical elements include the proprietary Flat-Technologie® — hydraulically mounted floor glides that stabilize tables on uneven outdoor surfaces — and an internal testing rig that validates products to up to 150,000 load cycles against standards such as DIN EN 16139 and DIN EN 1728.

GO IN commercializes its furniture through a multi-channel B2B motion combining a proprietary e-commerce platform with at least 11 country-specific websites (Germany, Austria, Switzerland, UK, France, Italy, Netherlands, Belgium, Luxembourg, UAE, and a global Middle East site), physical showrooms in Landsberg am Lech (Germany) and Vienna (Austria) plus a pop-up in Berlin/Stahnsdorf, and service-partner relationships with seven hospitality purchasing cooperatives and associations (Hogast, Transgourmet, Progros, BAKO, Pool alpin, BHG, HGK). The company layers value-added digital tools on top of the catalog — a product configurator with 13 wood colors and 150+ fabrics, a 3D room planner, a material encyclopedia, sample shipping, and an on-site assembly service available in Germany, Austria, Switzerland, France, and BeNeLux. Customer references include system-gastronomy chains (McDonald's Austria, Burger King France, Five Guys France), hotels (Holiday Inn France, Hotel Rid), and 154+ additional projects across restaurants, cafés, bars, wellness, healthcare, and conference venues in Europe.

Revenue is generated through one-time purchase transactions of physical furniture, with prices ranging from approximately €39 (e.g., Hocker Elvina) to €1,149 (e.g., Tisch Picnic) and a tiered shipping schedule that scales from 22% for orders under €500 down to 6.5% for orders above €10,000. The company serves six customer segments — Restaurant/Café/Bar and Hotel & Wellness as primary, with System Gastronomie, Bäckerei/Metzgerei/Imbiss, CoWorking/Conference, and Health & Care as secondary — and has been recognized with multiple industry awards including an iF Design Award (2012), Green Product Award (2018), Best of Market (2018), a Shop Usability Award, and several Callwey publishing awards (2023, 2025, 2026).

Name

GO IN

Legal name

GO IN GmbH

Website

https://goin.de

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

51–100 employees

Short description

GO IN GmbH is a family-owned German B2B furniture manufacturer with 50+ years of history, supplying indoor and outdoor professional furniture — including its proprietary Flat-Technologie® tables — to restaurants, cafés, hotels, system gastronomy chains, and healthcare venues across Europe and the Middle East.

Ownership category

akta.pro rank

Headquarters

HQ city

Landsberg Am Lech

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Furniture Sales (One-time): Revenue is generated through one-time purchase transactions of professional furniture for the hospitality industry. The company sells chairs, tables, bar stools, sofas, armchairs, lounge furniture, parasols, benches, and accessories for indoor and outdoor use. Products are available in standard configurations and individually customized via a product configurator.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

GO IN designs, manufactures, and sells professional indoor and outdoor furniture for the gastronomy, hotel, and hospitality industries directly to businesses. The product range encompasses chairs, bar stools, sofas, armchairs, tables, table frames, table tops, lounge furniture, gastro benches, sun umbrellas, and loungers, with customization via a product configurator and 3D room planner. Complementary services include on-site assembly, sample shipping, and showrooms in Germany and Austria.

Product overview

GO IN is a B2B furniture company specializing in professional furniture for gastronomy, hospitality, and object furnishing. The product portfolio consists of two core product categories (Indoor-Möbel and Outdoor-Möbel) complemented by digital planning tools (Produkt-Konfigurator, 3D-Raumplaner, Materiallexikon) and value-added services (Montageservice, Musterversand, Showrooms, Kataloge). Indoor furniture includes various chair types (upholstered, wood, shell, stackable, swivel, seminar/conference, restaurant, canteen), bar stools, stools, sofas, armchairs, tables, table frames, table tops, lounge furniture, and gastro benches. Outdoor furniture features weather-resistant equivalents with additional items like sun umbrellas and loungers. The company also offers special deals (Deals %), new arrivals (Neuheiten), and reference projects (Referenzen) showcasing installations across European hospitality venues.

Differentiator

Problem solved

Functional benefit

Products and services

• Indoor Furniture (Indoor-Möbel) Complete range of indoor furniture for gastronomy and hospitality including chairs (upholstered, wood, shell, stackable, swivel, seminar/conference, restaurant, canteen), bar stools, stools, sofas, armchairs, tables (dining, standing, coffee, seminar/conference, wood, bistro), table frames, table tops, lounge furniture, gastro benches, and accessories. Designed for intensive professional use in restaurants, cafés, bars, hotels, and other hospitality settings.
• Outdoor Furniture (Outdoor-Möbel) Weather-resistant outdoor furniture for terraces, beer gardens, rooftops, and hotel outdoor areas including outdoor chairs (fabric, wicker, metal, wood, plastic, stackable, terrace, beer garden styles), outdoor bar stools, outdoor sofas, outdoor benches, outdoor tables (dining, standing, folding, coffee), outdoor table frames, weatherproof table tops, lounge furniture, table-bench combinations, sun umbrellas, and sun loungers. Features proprietary Flat-Technologie® for stable tables on uneven surfaces.
• Showrooms Physical showroom locations in Landsberg am Lech (Germany - headquarters), Vienna (Austria), and a pop-up store in Berlin/Stahnsdorf where customers can experience products in person with consultation support.
• Assembly Service (Montageservice) Professional on-site furniture assembly service including delivery, complete assembly, and packaging material disposal, available in Germany, Austria, Switzerland, France, and BeNeLux countries.
• Sample Shipping (Musterversand) Service shipping material and product samples (fabrics, wood samples) to help customers make informed purchasing decisions before committing to larger orders.
• Catalogs (Kataloge) Printed and digital product catalogs featuring GO IN's indoor and outdoor furniture collections for professional hospitality furnishing.

Quantifiable outcome

• Products are tested to up to 150,000 cycles on internal testing equipment before entering the product range.

Named customers8 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered minor.

• BHG (Bayerischer Hotel- und Gaststättenverband)minorOthersGO IN is listed as a service partner of BHG, the Bavarian Hotel and Catering Association, providing furniture solutions to member businesses.
• Pool alpinminorOthersListed as a service partner of Pool alpin, a purchasing cooperative for the hospitality industry.
• BAKOminorOthersListed as a service partner of BAKO, a purchasing cooperative for bakeries and food retail.
• ProgrosminorOthersListed as a service partner of Progros, a hotel purchasing organization.
• TransgourmetminorOthersListed as a service partner of Transgourmet, a major food service and catering supplier.
• Hogast (Mitglied, Smart, Care)minorOthersListed as a service partner of Hogast, a purchasing association for the hospitality industry, with specialized programs for hotels (Mitglied), small businesses (Smart), and care facilities (Care).
• HGKminorOthersListed as a service partner of HGK (presumably a hospitality industry purchasing group).

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Steelcase: Global office and contract furniture incumbent. Comparable as a broad contract-furniture supplier competing for workspace, hospitality, and commercial furnishing budgets, though anchored in office rather than gastronomy.
• Haworth: Global office furniture and contract furnishings company. Comparable as a broad incumbent supplying contract furniture to commercial and hospitality channels across multiple geographies.
• Vitra: Swiss design furniture company with a broader portfolio spanning office, home, and hospitality. Comparable as a European design-led contract furniture supplier, though Vitra operates at a larger, more diversified scale than GO IN.

Direct peers

• USM: Swiss/German manufacturer of modular furniture systems used in offices, hotels, and hospitality interiors. Comparable to GO IN as a European-made modular and contract furniture specialist with showrooms across multiple countries.
• Pedrali: Italian manufacturer of contract furniture for hospitality, restaurants, and offices. Closely comparable to GO IN as a European-made, design-oriented B2B furniture supplier serving the same gastronomy and hotel customer base.
• Thonet: Heritage German furniture manufacturer (founded 1819) producing bentwood and contract furniture for restaurants, cafés, and public spaces. Comparable as a long-established German B2B furniture supplier with design heritage.
• COR: German manufacturer of high-quality contract and home furniture with strong emphasis on seating for hospitality and public spaces. Comparable positioning as a design-oriented German furniture maker.
• Billiani: Italian contract furniture maker specializing in chairs and tables for restaurants, cafés, and hotels. Comparable to GO IN's core indoor/outdoor furniture range for hospitality buyers.
• Kettler: German manufacturer best known for outdoor and patio furniture. Comparable to GO IN's weather-resistant Outdoor-Möbel line targeting beer gardens, terraces, and hotel outdoor areas.
• MIDJ: Italian furniture brand producing chairs, tables, and sofas for the contract and hospitality market. Comparable product mix and customer overlap with GO IN's indoor furniture category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GoInGmbH
• LinkedInlinkedin.com/company/go-in-gmbh

Revenue estimate

Valuation estimate

Number of profiles

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 GO IN