MAPA

What MAPA does

MAPA GmbH is a German manufacturer of branded consumer goods headquartered at a 165,000 m2 production site in Zeven between Hamburg and Bremen, operating as a wholly-owned subsidiary of U.S. consumer goods conglomerate Newell Brands. Founded in 1947 as Hanseatische Gummiwerke Bachmann & Co. KG and renamed MAPA GmbH in 1969, the company passed through ownership by French MAPA SA (1967), Hutchinson Group (1973), TOTAL (1974), Jarden Corporation (2010), and ultimately Newell Brands following the 2016 Jarden/Newell Rubbermaid merger. It employs 580–620+ people and reported turnover exceeding €150 million in FY2021, with revenue described as having grown steadily over prior decades.

The business is organized into four product pillars — Baby Care (NUK brand of orthodontic pacifiers, bottles with temperature-control technology, and feeding accessories), Health Care (BILLY BOY, Fromms, Blausiegel, and DU&ICH condoms plus intimate wellness products), Home Care (Spontex cleaning sponges, microfiber cloths, and gloves), and Professional (MAPA Professional protective work gloves including the KryTech cut-protection line) — and additionally distributes other Newell Brands such as Contigo, Sistema, DYMO, Sharpie, Parker, and Papermate. Roughly 80% of MAPA-manufactured products are made at the Zeven facility using 2-component injection molding, automated assembly, and CAD/3D-printed prototyping, with the site ISO 50001-certified for energy management since 2012.

MAPA earns revenue almost entirely through unit-level hardware sales via four channels: global retail (supermarkets, drugstores, baby specialty chains — NUK in 120+ countries, Spontex in 85+, MAPA Professional in 90+), direct e-commerce through brand websites, B2B sales of professional gloves to industrial clients, and festival/community activations (e.g., 80,000 condoms distributed annually at German festivals under BILLY BOY). It is not VC-backed, does not publicly disclose pricing, and has no disclosed API, app, or AI/ML product surface; its growth levers are brand heritage, Made-in-Germany positioning, geographic reach via Newell's distribution, and incremental innovation (NUK FOR NATURE sustainability line launched 2024, NUK Schnullermonster recycling program with HolyPoly and Interzero launched 2022).

Name

MAPA

Legal name

MAPA GmbH

Website

https://mapa.de

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

501–1,000 employees

Short description

MAPA GmbH is a German manufacturer and Newell Brands subsidiary producing baby care (NUK), sexual wellness (BILLY BOY, Fromms), home cleaning (Spontex), and industrial protective gloves (MAPA Professional) — with 580–620+ employees and €150M+ FY2021 turnover — for consumers and enterprise clients across 100+ countries, primarily from its Zeven facility.

Ownership category

akta.pro rank

Headquarters

HQ city

Zeven

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Baby Care Products: Revenue from NUK brand including bottles, pacifiers, and related baby care products sold globally to parents and through retail channels.
2. Health & Wellness Products: Revenue from BILLY BOY condoms, lubricants, and intimate products sold in drugstores, supermarkets, and online.
3. Home Care Products: Revenue from Spontex cleaning aids including sponges, microfiber cloths, and cleaning gloves for household use.
4. Professional Protective Equipment: Revenue from MAPA Professional protective work gloves sold to industrial clients and manufacturing companies.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

MAPA GmbH manufactures and distributes consumer goods across four segments: Baby Care (NUK orthodontic pacifiers, bottles, feeding accessories), Health (BILLY BOY, Fromms, Blausiegel, DU&ICH condoms and lubricants), Home Care (Spontex sponges, microfiber cloths, cleaning gloves), and Professional (MAPA Professional protective work gloves). Approximately 80% of products are produced at the 165,000 m² Zeven facility in Germany, with distribution reaching more than 120 countries.

Product overview

MAPA GmbH is a German manufacturing company producing consumer goods across four strategic segments: Baby Care, Health, Home, and Professional. The product portfolio includes core brands NUK (baby care products including orthodontic pacifiers and bottles), BILLY BOY (condoms and sexual wellness products), Spontex (cleaning products), and MAPA Professional (protective work gloves). Additional brands distributed under the Newell Brands umbrella include Contigo (drinkware), Sistema (storage solutions), DYMO (labeling devices), SHARPIE (markers), PARKER (premium pens), and PAPERMATE (writing instruments). Sub-brands include Fromms, Blausiegel, and DU&ICH for sexual wellness, plus Spontex Professional and Spontex Industrial for professional cleaning. Products are primarily manufactured in Germany at the Zeven production site, with 80% of products produced locally. The company operates as part of Newell Brands since 2016, selling and distributing products from over 100 different brands to customers worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• NUK: Baby care brand offering high-quality products including bottles, pacifiers, and accessories. Products are mostly manufactured in Germany and sold in over 120 countries worldwide.
• BILLY BOY
• Spontex
• MAPA Professional
• Contigo
• SISTEMA
• DYMO
• SHARPIE
• PARKER
• PAPERMATE
• Fromms
• Blausiegel

Named customers5 records

Segments4 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• HolyPolycoreStrategic or Co-development Partner · 1 January 2022NUK recycling initiative partnership with HolyPoly for Take Back-Aktion. Old pacifiers, bottles, and cups collected and recycled into sand molds made exclusively from recycled materials.part of NUK's sustainability commitment.
• InterzerocoreStrategic or Co-development Partner · 1 January 2022Partnership for NUK Schnullermonster recycling initiative. Plastic pacifiers, baby bottles, and cups collected free of charge across Germany and recycled in circular economy approach.
• Retail Partners (Daycare Centers)minorChannel Partner/ Reseller/ Distributor · 1 January 2022Collection points established in over 550 daycare centers and more than 100 retailers across Germany for NUK recycling initiative.
• Newell BrandscoreOthers · 1 January 2016Parent company. MAPA GmbH became part of Newell Brands following 2016 merger of Jarden Corporation with Newell Rubbermaid Inc. Headquarters in Atlanta, employs approximately 29,000 people worldwide.
• Jugendpresse Deutschland e. V. (JPD)minorGTM or Marketing Partner · 1 January 2003Partnership with German Youth Press for BILLY BOY church assembly prevention campaign. 20,000 condoms distributed at first ecumenical Church Assembly in Berlin with 'glaub' dran' slogan.

Scale indicators11 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Pigeon Corporation: Pigeon is a Japanese baby and maternal care products company with strong global presence. Direct competitor to NUK in baby bottles, pacifiers, and maternal care products, particularly dominant in Asian markets where MAPA seeks to expand.
• Ansell Limited: Ansell is a global leader in protective gloves and healthcare safety products. Direct competitor to MAPA Professional in industrial and medical protective gloves, with comparable B2B distribution model to industrial clients worldwide and similar product portfolio breadth.
• Philips Avent: Philips Avent is a leading global baby care brand offering bottles, pacifiers, and feeding accessories. Directly competes with MAPA's NUK brand in the orthodontic baby bottle/pacifier category across similar retail channels and consumer segments globally.
• MAM Baby: MAM Baby is an Austrian baby care specialist manufacturing bottles, pacifiers, and orthodontic products. Direct competitor to NUK in baby feeding products with similar premium positioning, European manufacturing heritage, and global retail distribution.
• Showa Group: Showa is a Japanese manufacturer of protective gloves and hand protection solutions. Direct competitor to MAPA Professional in industrial and chemical-resistant gloves with global distribution to industrial customers and comparable manufacturing footprint.

Broad incumbents

• Reckitt Benckiser: Reckitt is a major consumer health and hygiene conglomerate owning Durex (global condom leader) and Enfamil (baby nutrition). Broad incumbent competing with MAPA's BILLY BOY in sexual wellness and across baby care adjacencies, with significantly larger scale and marketing resources.
• 3M Company: 3M is a diversified industrial conglomerate with a significant Personal Safety Division offering protective gloves and PPE. Broad incumbent competing with MAPA Professional in industrial safety products, with much greater scale, R&D resources, and broader safety product portfolio.
• Henkel AG: Henkel is a German multinational with leading positions in laundry, home care, and adhesives. Broad incumbent competing with MAPA's Spontex in cleaning products, with stronger scale, broader product portfolio, and similar German manufacturing heritage.
• Church & Dwight: Church & Dwight is a consumer products company owning Trojan condoms (largest US condom brand). Competes with MAPA's BILLY BOY/Fromms in the sexual wellness category through a broader portfolio of household and personal care brands with strong North American distribution.
• SC Johnson: SC Johnson is a major global household products company (Windex, Mr. Muscle, Scrubbing Bubbles). Broad incumbent competing with Spontex in consumer cleaning products with larger marketing budgets, broader product range, and stronger global shelf presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 MAPA