Gebr. Graef

What Gebr. Graef does

Gebr. GRAEF GmbH & Co. KG is a fourth-generation, family-owned German manufacturer of premium kitchen and household appliances, founded in 1920 and headquartered in Arnsberg, North Rhine-Westphalia. The company organizes its portfolio into four 'Genusswelten' (enjoyment worlds): Schneidwelt (Cutting World, anchored by the Allesschneider slicer line where GRAEF claims market leadership), Kaffeewelt (Coffee World, including portafilter espresso machines such as the Estessa and Dicianova, and grinders), Backwelt (Baking World, including the MYestro kitchen machine and ice cream makers), and Helferwelt (Helper World, covering mixers, blenders, toasters, kettles, knife sharpeners, and accessories). Products feature precision engineering and proprietary technology such as the LED-Safety-Control lighting system, CERA³ professional coating, and the coined 'Feinschneider' precision slicing term. Manufacturing is conducted in Germany, with approximately 85% of components for the ULTIMATE slicer sourced from regional suppliers in North Rhine-Westphalia.

Revenue is generated predominantly through one-time hardware sales across consumer and professional/gastro segments, with incremental contributions from accessories, warranty extensions (G3P 2+2), maintenance/repair services, and barista training (Barista@Home). Pricing spans entry-level items around €49.99 to premium portafilter machines at €2,199.99. The go-to-market combines direct e-commerce via graef.de, the G3P PremiumPartnerProgram (470+ specialist electrical retail partners within five months of launch), the Amazon marketplace, and a dedicated professional sales channel serving butchers, delis, bakeries, and food service operators. Customers include hobby cooks and home users (primary segment), premium gift buyers, and commercial food-service buyers; marketing spans digital channels, trade shows (Ambiente, EuroShop, IFFA), influencer partnerships, and a Members Club loyalty program.

Strategic activity has accelerated in 2024-2026: the MYtiny folding slicer launched and was expanded internationally to 22 countries, the G3P channel program was scaled, and a new family of premium coffee products (Estessa, Batessa, Handbrew collection) was introduced, with the Dicianova launched in February 2026. Recognition includes the seventh consecutive 'Marke des Jahrhunderts' award (2025), two Red Dot Design Awards (2022, 2025), and repeated third-party test victories. The company is privately held by the Graef family with no disclosed external funding, and revenue figures are not publicly reported.

Name

Gebr. Graef

Legal name

Gebr. GRAEF GmbH & Co. KG

Website

https://graef.de

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

51–100 employees

Short description

Gebr. Graef is a fourth-generation, family-owned German manufacturer of premium kitchen appliances (founded 1920, Arnsberg), offering precision slicers, portafilter espresso machines, coffee grinders, and small appliances under the Schneidwelt, Kaffeewelt, Backwelt, and Helferwelt categories, serving hobby cooks and professional food-service buyers via direct e-commerce, retail partners, and Amazon.

Ownership category

akta.pro rank

Product category

Small Kitchen Appliances

NAICS

Small Electrical Appliance Manufacturing (335210), Household Appliance Manufacturing (3352)

SIC

Household Appliances (3630)

akta.pro primary industry

Kitchen Countertop Appliances Retail (CRACADAA)

Keywords

• Kitchen appliances
• Precision slicers
• Espresso machines
• Coffee grinders
• Food preparation

Headquarters

HQ city

Arnsberg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales - Consumer Appliances: GRAEF generates primary revenue through one-time sales of premium kitchen appliances including Allesschneider (slicing machines), espresso machines, coffee grinders, hand mixers, kitchen machines, ice cream makers, toasters, electric knives, meat grinders, food processors, and kitchen scales.
2. Professional/Commercial Equipment: Sales of professional-grade kitchen equipment for commercial use including automatic slicers (VA900 series), professional coffee machines, and Gastro Selection products for butchers, delis, and food service.
3. Accessories and Spare Parts: Sales of accessories including sharpeners (D-1000, CC150, CX125), attachments, replacement parts, and complementary products for existing appliances.
4. Warranty Extensions and Service: Extended warranty programs (G3P 2+2, SKS 500 extended warranty, 1-year extension) and maintenance/repair services.
5. Barista Courses and Training: GRAEF offers Barista@Home courses where certified baristas like Raffaele Iuliucci visit customers at home for Siebträger (portafilter) machine training in groups of up to 6 people.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Gebr. GRAEF GmbH & Co. KG designs, manufactures, and sells premium kitchen and household appliances, with a flagship focus on Allesschneider (precision slicers), espresso machines, coffee grinders, kitchen machines, ice cream makers, and other small kitchen appliances. The company also operates a dedicated Professional/Gastro Selection line for commercial users and offers complementary services such as barista training, warranty extensions, and maintenance/repair. Products are Made in Germany with regional sourcing and assembled at the Arnsberg facility.

Product overview

GRAEF is a German family-owned company (Gebr. GRAEF GmbH & Co. KG, founded 1920, Arnsberg) offering a diversified portfolio of premium kitchen and household appliances organized into four 'Genusswelten' (enjoyment worlds): Schneidwelt (Cutting World) — the core competency featuring Allesschneider (precision slicers) in multiple series (ULTIMATE, MASTER, CLASSIC, STYLE, ICONIC25, MYtiny, ESSENCE); Kaffeewelt (Coffee World) — encompassing Siebträger-Espressomaschinen (portafilter espresso machines: Estessa, Batessa, Dicianova), Kaffeemühlen (coffee grinders: CM8000, CM1100, CM1012, EliteGrindX), Filterkaffeemaschinen, Milchaufschäumer, the Handbrew-Collection for manual preparation, and Barista courses; Backwelt (Baking World) — including Küchenmaschinen (kitchen machines: MYestro), Brotbackautomaten (bread makers: BA806), Eismaschinen (ice cream makers: IM700, IM706), Handmixer (HM508), Küchenwaagen, and Waffeleisen; and Helferwelt (Helper World) — featuring Stabmixer (immersion blenders: HB802, HB602), Fleischwölfe/Multiwölfe (meat grinders: FW706, FW500), Dörrautomaten (dehydrators: DA506), Toaster (TO100, TO62), Wasserkocher (kettles: GK502), Messerschärfer (knife sharpeners: CX125, CC150, SG530), Elektromesser, Multi-Zerkleinerer, KrümelChef (crumb vacuum KC502), and Zubehör (accessories). Products are sold in both household and professional/commercial lines (Professional/Gastro Selection), with services including warranty extensions, maintenance/repair, and barista training. The company emphasizes 'Made in Germany' manufacturing with regional production (85% of SKS700 components from NRW suppliers).

Differentiator

Problem solved

Functional benefit

Brands

• G3P (PremiumPartnerProgramm): Premium partner program for electrical retail specialists launched in 2026.
• MYestro
• MYtiny
• ESSENCE
• 7hauben

Products and services

• Allesschneider (Precision Slicers)

Quantifiable outcome

• LED-Safety-Control provides visual safety feedback reducing operating errors
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Coffee Twins (Clemens & Lukas King)coreGTM or Marketing Partner · 1 January 2024Partnership with twin brothers Clemens and Lukas King (known as 'Kingtwiins' from 'The Voice of Germany') as campaign ambassadors for GRAEF Kaffeewelt (coffee world). They received professional barista training from GRAEF's Head of Business Development Coffeeworld Raffaele Iuliucci and appear in multi-channel marketing campaigns with live performances.
• 7haubencoreStrategic or Co-development PartnerGRAEF partners with 7hauben, an online cooking course platform featuring over 70 high-quality courses taught by top chefs including 'Brotpapst' Lutz Geißler, Johann Lafer, and Ali Güngörmüş. Courses include 'Espresso Advanced with Rösterin Johanna Wechselberger', 'Sizilianische Küche mit Cettina Vicenzino', and 'Küchenmesser mit Torsten Kluske'. Courses are filmed using GRAEF products, integrating product demonstrations with cooking education.
• Caritas Werkstätten ArnsbergminorStrategic or Co-development PartnerLong-standing social partnership where GRAEF products (Allesschneider) are assembled at the Caritas Werkstätten Arnsberg facility, providing meaningful employment for people with disabilities. Celebrated milestone of 50,000 assembled units.
• Raffaele IuliuccicoreStrategic or Co-development PartnerBarista and Head of Business Development Coffeeworld at GRAEF. Provides professional coffee training for marketing campaigns, Barista@Home courses, and product development input for espresso machines.
• Deutscher PressesternminorOthersOfficial press agency partnership for GRAEF communications. Contact: Svenja Karolczak at [email protected], Tel.: +49 611 39539-16
• WaldLokalminorOthersGRAEF has been sponsor (Schirmherr) of the 'WaldLokal' initiative since 2021, supporting forest reforestation in North Rhine-Westphalia. Celebrated planting of the 300,000th tree, demonstrating commitment to regional environmental sustainability.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• De'Longhi: Italian premium espresso and kitchen appliance maker with strong portafilter and automatic espresso machine lines (e.g., La Specialista) and growing global distribution; directly competes with GRAEF in the Kaffeewelt category at comparable premium price points.
• Smeg: Italian design-led premium small appliance brand with espresso machines, kettles, toasters and kitchen machines; competes with GRAEF on design, premium positioning and lifestyle branding in the small kitchen appliance category.
• WMF (Württembergische Metallwarenfabrik): German premium kitchen and household brand with overlapping portafilter espresso machines, coffee grinders, kettles, toasters and accessories under the WMF and Kaffeekult labels; directly competes with GRAEF's Coffee and Helper worlds.
• KitchenAid: Iconic premium kitchen brand with kitchen machines, blenders, and small appliances; overlaps with GRAEF's MYestro kitchen machine, hand mixers and broader premium kitchen positioning.
• Ritter Werk: German family-owned manufacturer of Allesschneider (slicing machines) and small kitchen appliances; the closest direct competitor to GRAEF in the slicer category, sharing a similar premium Made-in-Germany positioning and specialist retail channel.
• Breville (incl. Sage): Premium kitchen appliance brand (Sage in Europe) with strong espresso machines, grinders, and compact kitchen equipment positioning; competes head-to-head with GRAEF's premium, design-led approach in coffee and small appliances.
• Gastroback: German premium small appliance specialist in coffee, food preparation and high-end kitchen tools; competes with GRAEF across multiple Helper World categories including grinders, blenders and slicers with similar enthusiast positioning.
• Severin Elektrogeräte: German mid-market small appliance maker covering coffee machines, toasters, kettles, ice cream makers and kitchen tools; competes with GRAEF across multiple Helper World and Coffee World SKUs at lower price points.
• Melitta: German coffee specialist with filter coffee machines, bean-to-cup machines, grinders and accessories (Melitta, Caffeo); overlaps with GRAEF's coffee category and shares the German premium coffee market.

Broad incumbents

• Bosch Hausgeräte: Global mass-market appliance leader with extensive espresso, kitchen machine, slicer, toaster and small appliance lines under Bosch and Siemens; competes with GRAEF across multiple categories at broader price points and much greater retail scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/graef.de
• LinkedInlinkedin.com/company/gebr-graef-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Gebr. Graef