Huwald Liebschner

What Huwald Liebschner does

Huwald Liebschner GmbH is a privately held, family-managed German B2B packaging materials distributor headquartered in Henstedt-Ulzburg, founded in 1956, operating with a workforce of 11-50 employees. The company's core product is a 3,500+ SKU catalog of industrial packaging materials — cartons, shipping packaging, adhesive tapes, films and bags, cushioning materials, strapping, load securing products, processing equipment, and ESD-safe packaging — sold exclusively to commercial customers through its own e-commerce webshop and complemented by a sustainability-focused HuLi GREEN sub-line.

Its primary differentiator is the proprietary HuLi EasyOrder platform, a four-step Kanban-based C-parts supply and inventory management system consisting of the Kanban.Now cloud platform, a Kanbannow iOS/Android mobile app for barcode-driven replenishment, IoT weight and distance sensors, the PaperJet with Sensor (an automated paper-replenishment unit), and a Scale Cabinet that uses weight recognition for partial-withdrawal tracking. The platform integrates with customer SAP systems via OCI (Open Catalog Interface) and EDI for automated procurement, and reduces internal C-parts process costs by up to 20% according to company claims.

The business operates a sales-led, consultative B2B go-to-market combining field sales, named inside-sales advisors, and digital commerce. Pricing is quote-based, net in euro plus VAT, with a €15 processing fee on orders under €25 net and volume discounts at higher quantities. Customers include enterprise accounts across aerospace and defense (Airbus, Boeing), MRO (Lufthansa Technik), laboratory equipment (Eppendorf), defense (Diehl), industrial manufacturing (Körber, Saint-Gobain), tobacco machinery (Hauni), and energy systems (ESW), served primarily across Germany, Austria, and Switzerland with international shipping available unfreight. The company holds ISO 9001, FSC, EcoVadis, and ClimatePartner (10+ years climate-neutral) certifications, operates a wholly-owned logistics subsidiary (HLK Service Logistik GmbH), and is a partner in the PackSynergy purchasing alliance. A new ERP system and modernized B2B webshop are scheduled for January 2026.

Name

Huwald Liebschner

Legal name

Huwald Liebschner GmbH

Website

https://hl-verpackung.de

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

11–50 employees

Short description

Huwald Liebschner GmbH is a German B2B distributor of industrial packaging materials and self-adhesive products serving industrial manufacturers, logistics operators, and aerospace customers across Germany, Austria, and Switzerland, distinguished by its proprietary HuLi EasyOrder Kanban-based inventory management system with IoT sensors and SAP/ERP integration.

Ownership category

akta.pro rank

Product category

Industrial Packaging Materials Distribution

NAICS

Industrial Supplies Merchant Wholesalers (423840), Stationery and Office Supplies Merchant Wholesalers (42412), Packaging and Labeling Services (56191)

SIC

Wholesale-Misc Durable Goods (5090), Wholesale-Paper & Paper Products (5110)

akta.pro primary industry

Packaging, Containers & Shipping Supplies Marketplaces (CRAFAHAJ)

akta.pro secondary industries

Office Supplies, IT & Workplace Procurement Marketplaces (CRAFAHAF), Value-Added Warehousing Services (Kitting, Labeling, Repack, Light Assembly) (TLALAAAL)

Keywords

• Industrial packaging materials
• Kanban inventory management
• C-parts procurement
• B2b packaging supplies
• Automated warehouse replenishment

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B E-commerce Packaging Materials Sales: Primary revenue from direct sale of packaging materials and supplies through the company's e-commerce web shop to commercial/industrial customers. Products include cartons, adhesive tapes, films, cushioning materials, strapping, and ESD packaging. Revenue generated through one-time product transactions with no subscription component.
2. HuLi EasyOrder System Services: Managed services revenue from the HuLi EasyOrder Kanban system, including system setup, ongoing inventory management, and replenishment services. Cost savings are shared with customers based on process efficiency improvements achieved.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Huwald Liebschner GmbH distributes a B2B catalog of 3,500+ industrial packaging articles — cartons, shipping packaging, adhesive tapes, films, cushioning, strapping, load securing, processing equipment, and ESD packaging — through its e-commerce webshop to commercial customers. Layered on top, the company sells its proprietary HuLi EasyOrder Kanban-based C-parts management service, supported by the Kanban.Now cloud platform, IoT sensors, the PaperJet, and the Scale Cabinet for automated replenishment and inventory control.

Product overview

Huwald Liebschner GmbH operates a B2B e-commerce platform (Verpackungsshop) serving commercial customers exclusively, offering an extensive portfolio of packaging materials, equipment, and related services. The core offering, HuLi PRODUCTS, encompasses cartons and boxes, shipping packaging, adhesive tapes, films and bags, cushioning and padding materials, strapping technology, load securing products, packaging processing equipment, and ESD-safe packaging — organized under a HuLi GREEN sustainability label for environmentally certified products. Beyond the physical product catalog, the company provides two digital platforms: HuLi EasyOrder, a Kanban-based supply and inventory management system powered by a cloud platform (Kanban.Now), a mobile app, weight/distance sensors, the PaperJet with Sensor, and a Scale Cabinet; and HuLi SYSTEMS, encompassing EDI/OCI integration for SAP ERP connectivity, storage and call-off services, and large-customer service. Custom engineering services are delivered through HuLi SOLUTIONS.

Differentiator

Problem solved

Functional benefit

Brands

• HuLi EasyOrder: Kanban-based ordering and inventory management system for C-parts procurement including mobile app, sensors, and cloud platform.
• HuLi GREEN
• HuLi SYSTEMS
• PaperJet
• Scale Cabinet

Products and services

• HuLi PRODUCTS (Industrial Packaging Materials Catalog) A comprehensive B2B catalog of industrial packaging materials covering corrugated boxes, shipping packaging, adhesive tapes, films and foils, cushioning and padding materials, strapping and lashing, load securing, processing equipment, and ESD-safe packaging. Sold to commercial and industrial customers through the hl-verpackung.de e-commerce webshop.
• HuLi EasyOrder (Kanban-based C-Parts Management Service) A managed Kanban-based supply and inventory management service for C-parts (packaging and production supplies) with a four-step process (capture, transmission, preparation, replenishment). Includes weight sensors, distance sensors, the Kanban.Now cloud platform, the Kanbannow mobile app, the PaperJet with Sensor, and the Scale Cabinet. Sold to industrial customers as a service that can reduce internal procurement process costs by up to 20%.
• HuLi SOLUTIONS (Custom Packaging Engineering) Bespoke packaging engineering services including custom fabrication, structural packaging design, custom foam solutions, and contract packaging services for commercial and industrial customers with specialized packaging requirements.
• HuLi SYSTEMS (Service Systems and EDI Integration) Service systems including inventory storage and call-off services, delivery and Kanban systems, EDI integration, large-customer service (ProfiPlus), and MyShop ordering platform for enterprise accounts.
• EDI / OCI (Electronic Data Interchange and Open Catalog Interface) Electronic Data Interchange platform with OCI (Open Catalog Interface) for SAP, enabling enterprise customers to access the full HuLi product catalog, individual pricing, and electronic purchase order transmission directly from their ERP system.
• Kanban.Now (Cloud Platform) Cloud-based platform that powers the HuLi EasyOrder system, providing 24/7 inventory data, configuration of Kanban loops, article master data management, consumption location management, user administration, and label design and printing for industrial customers.
• Kanbannow Mobile App Free mobile application for iOS and Android that enables customers to capture material requirements in the HuLi EasyOrder process by scanning HuLi labels at consumption locations to trigger configured Kanban replenishment loops.
• PaperJet with Sensor An automated paper replenishment hardware unit with an integrated sensor that continuously monitors paper stock levels on a pallet, transmits data to the Kanban.Now cloud platform, and triggers automatic replenishment when a defined minimum stock level is reached.
• Scale Cabinet Intelligent cabinet hardware combining secure storage with digital inventory control using weight recognition to automatically log partial withdrawals and trigger replenishment; suitable for bulk materials, liquids, powders, and small-format items, with an available RFID-integrated hybrid model.
• E-Kanban Sensors (Weight and Distance) IoT sensors used inside the HuLi EasyOrder system for automated inventory monitoring, including weight sensors for small-parts storage (up to 5 or 20 kg) and pallet storage (up to 1,500 kg), plus distance sensors for rack and container monitoring in flow racks.
• HuLi GREEN (Sustainable Packaging Line) A sustainability-focused packaging product line featuring environmentally certified items including recycled-content films, reusable bags, and products with high post-consumer recycled (PCR) content. Items meeting elevated sustainability standards carry the HuLi-GREEN label and are supported by FSC, ecoVadis, and ClimatePartner certifications.

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• PackSynergycoreChannel Partner/ Reseller/ DistributorPackSynergy is a purchasing alliance or network of packaging distributors. Huwald Liebschner operates as a partner within this network, likely benefiting from shared purchasing power, group purchasing programs, and collaborative market presence in the packaging materials sector.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Antalis (Klaus Dahleke / Heinzel Group): Pan-European distributor of paper, packaging, and visual communication products with significant operations in Germany. Larger incumbent with overlapping product lines and B2B distribution to industrial customers.
• Staples Business Advantage (Lyreco): Large office and workplace supplies distributor with significant packaging product overlap (cartons, tapes, films, mailers) serving enterprise customers via B2B e-commerce. Broad incumbent with packaging as a sub-category within a wider office supplies portfolio.
• Otto Office (OTTO Office GmbH): German B2B mail-order distributor for office, packaging, and workplace supplies with a large product catalogue comparable to HuLi PRODUCTS. Larger incumbent serving overlapping SMB and enterprise customers in Germany.
• Raja (RAJA Group): Leading European B2B packaging distributor with operations in 17+ countries, offering multi-product catalogues for industrial and commercial customers. A larger incumbent serving a similar B2B packaging distribution niche across multiple geographies.

Direct peers

• KVP Packaging+Logistic GmbH: German packaging distributor and service provider serving industrial customers with custom packaging solutions and standardized packaging materials. Direct peer in the German industrial packaging market.
• ratioform (ratioform Verpackungen GmbH): German B2B packaging distributor headquartered near Stuttgart, offering a comparable catalogue of cartons, tapes, films, cushioning, and ESD packaging through a webshop to industrial customers. Directly comparable in product breadth, target segment (German Mittelstand manufacturers), and B2B e-commerce distribution model.
• Bühnen (Bühnen GmbH & Co. KG): German B2B packaging and adhesive solutions supplier with similar product portfolio (cartons, tapes, films) and customer focus on industrial manufacturers. Directly comparable regional competitor.

Emerging players

• Packhelp: Digital-first European packaging supplier offering custom-printed boxes and packaging materials online to SMEs and enterprise customers. Comparable in B2B e-commerce motion and packaging product category, though more digitally native and broader geographically.
• Packlink Pro (Packlink eCommerce): Digital shipping and packaging marketplace serving SMBs and enterprise shippers across Europe. Adjacent in B2B shipping packaging distribution with a digitally-native, marketplace-driven model.

Others

• PackSynergy members (e.g., 4Pack, Cavendish, Vink): European purchasing alliance of independent packaging distributors of which Huwald Liebschner is itself a member. Other PackSynergy partners are direct distribution peers with shared sourcing programs and adjacent geographic footprints.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Huwald Liebschner