Viani
Viani is a German specialty food retailer and importer selling 3,000+ Italian and Mediterranean products through its B2C e-commerce site (viani.de), B2B wholesale portal (b2b.viani.de), and five Viani Alimentari retail stores in Berlin, Hamburg, Munich, and Göttingen, serving German consumers and food trade customers.
- Company typePrivate
- Founded2019
- HeadquartersGöttingen, Germany
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Viani does
Viani is a German specialty food retailer and importer, headquartered in Göttingen, that distributes authentic Italian and Mediterranean products across an omnichannel platform. The company's core operations span a B2C e-commerce site (viani.de) with Germany-wide shipping, a B2B wholesale portal (b2b.viani.de) for trade customers, and five brick-and-mortar Viani Alimentari stores located in Berlin-Schöneberg, Berlin-Prenzlauer Berg, Hamburg-Eimsbüttel, Hamburg-Eppendorf, and Munich-Haidhausen. The product catalog covers over 3,000 curated SKUs across truffles, olive oils, vinegars, antipasti, pasta, sauces, cured meats, cheeses, wines, spirits, baked goods, and non-food items, with proprietary branded product Vitoni Spritz (Bianco and Rosato aperitif) and organic certification under DE-ÖKO-003.
The business model is primarily transaction-fee-based product sales across all three channels, supplemented by revenue from in-store cooking courses (3–4 hour events led by professional chefs), tasting sessions, and gift vouchers valid for three years. Standard unit pricing ranges from approximately €3.50 to over €50, with a €4.95 flat shipping fee (waived above €70 in Germany), a €3.50 freshness surcharge for refrigerated items, and weight-based pricing for cheese and meats invoiced at shipment. Payment is supported via invoice, PayPal, and credit card. Marketing is executed through a Mailchimp-managed email newsletter (with a €15 new-subscriber discount), a 340-page annual print and digital catalog, recipe and producer-story content, Google Ads, Meta Pixel retargeting, and in-store experiential events. Technology infrastructure is standard e-commerce with no disclosed proprietary platform, no public API, and no SDK offerings.
Ownership is founder/management-controlled across two private limited companies (Antonio Viani Importe GmbH as parent and Viani Alimentari GmbH as the retail subsidiary), led by managing directors Remo Viani, Stephan Aswald, Ralf Bernd, and Giovanni Stancampiano. The company shows no external institutional investors, no funding rounds, and no M&A activity in the available data, indicating bootstrapped growth. Geographic operations remain strictly Germany-only with explicit international shipping restrictions.
Viani firmographics
Firmographics- Name
- Viani
- Legal name
- Antonio Viani Importe GmbH
- Website
- https://viani.de
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Viani is a German specialty food retailer and importer selling 3,000+ Italian and Mediterranean products through its B2C e-commerce site (viani.de), B2B wholesale portal (b2b.viani.de), and five Viani Alimentari retail stores in Berlin, Hamburg, Munich, and Göttingen, serving German consumers and food trade customers.
- Ownership category
- akta.pro rank
Viani industry classification
Industry- Product category
- Specialty Italian Food Retail
- NAICS
- Other Specialty Food Retailers (44529), Specialty Food Retailers (4452), All Other Specialty Food Retailers (445298)
- SIC
- Retail-Grocery Stores (5411), Retail-Food Stores (5400), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Gourmet & Fine Food Stores (CRAHAGAG)
- akta.pro secondary industries
- Specialty Food & Beverage Delivery (organic, gourmet, dietary) (CRAFAFAG), Specialty Wine-Adjacent Food Stores (Cheese/Gourmet Pairings) (CRAHAGAK)
Keywords
Where Viani is headquartered
LocationHeadquarters
- HQ city
- Göttingen
- HQ country
- Germany
- HQ region
- Europe
Offices4 records
Markets served
Viani business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales (B2C): Direct-to-consumer online sales of Italian and Mediterranean specialty foods including truffles, olive oils, vinegars, antipasti, pasta, sauces, cured meats, cheeses, wines, beverages, and specialty ingredients. Orders are shipped across Germany with free shipping above €70.
- Product Sales (B2B): B2B wholesale sales to retailers and food service businesses through dedicated b2b.viani.de platform.
- Physical Retail Stores: Sales through Viani Alimentari brick-and-mortar stores in Berlin, Hamburg, Munich, and Göttingen, offering the full product range plus in-store cooking courses and tastings.
- Cooking Courses and Events: Revenue from cooking courses and tastings conducted at store locations. Events last approximately 3-4 hours and participants receive 10% discount on products purchased at the event.
- Gift Vouchers: Sale of gift vouchers redeemable for cooking courses, tastings, in stores, and online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard per-item pricing with tiered discounts |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Viani product offering
Product offeringCore offering
Viani is a German specialty food retailer that imports and sells Italian and Mediterranean gourmet products, including pasta, olive oil, antipasti, sauces, sweets, and wines, through its B2C online shop, B2B wholesale portal, and physical Viani Alimentari retail stores. The company also operates in-store cooking classes, wine tastings, and gift voucher programs to complement its product sales.
Product overview
Viani is an online Italian specialty food retailer operated by Antonio Viani Importe GmbH, offering a curated assortment of over 3,000 Italian and Mediterranean products. The core product is the Viani Online Shop (viani.de), a B2C and B2B e-commerce platform complemented by physical Viani Alimentari stores in Berlin, Hamburg, and Munich, and a separate B2B wholesale shop (b2b.viani.de). The portfolio spans the full range of Italian fine food: Truffles (fresh truffles, truffle oil & butter, truffle products), olive oils & vinegars, antipasti, pasta (including premium artisan brands Pasta Mancini and Rustichella d'Abruzzo), sauces (Sughi & Pesti), rice & legumes, cured meats (Salumi), cheeses, crackers & breadsticks, spices & ingredients, baked goods & sweets, chocolates, wines (from multiple Italian regions including Sicily, Piedmont, South Tyrol, Friuli, and Tuscany), and beverages & spirits including the Vitoni Spritz aperitif brand. The Vitoni Spritz (Bianco and Rosato variants) is a notable branded aperitif product. Beyond retail, Viani offers experiential services including cooking classes (Kochkurse) and tasting events (Tastings), pizza-making supplies, and gift vouchers. A 340-page product catalog (2026/27 edition) catalogs over 3,000 products, available digitally via PDF and as a physical copy for trade customers. Notable wine producer brands stocked include Generazione Alessandro (Etna wines from Sicily), Fratelli Ponte (Piedmont), Erste + Neue (South Tyrol), Permani (Friuli), and Vini Campisi (Sicily).
Differentiator
Problem solved
Functional benefit
Products and services
- Viani Online Shop (viani.de)
Companies that use Viani
Customer profileSegments2 records
Ideal customer profiles2 records
Viani technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Viani partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Viani competitors and assessment
Company assessmentDirect peers
- Leckers: German online specialty food retailer offering gourmet and international food products. Comparable as a German e-commerce player targeting food enthusiasts seeking curated, hard-to-find specialty items.
- Gustini: German online retailer specializing in Italian and Mediterranean specialty foods. Directly comparable as a Germany-based e-commerce specialty Italian food retailer with similar product categories and customer targeting.
- Smith & Henne: German online retailer offering Italian and Mediterranean specialty foods with curated producer relationships. Directly comparable in product range, target customer, and online-only or small-footprint retail model.
- Dallmayr: Munich-based gourmet food retailer with iconic physical stores and a curated Italian/European specialty food offering. Highly comparable as a German gourmet retailer combining physical retail with specialty imports and experiential offerings.
Emerging players
- Kochzauber: German cooking experience provider offering cooking classes and culinary events. Comparable through the experiential cooking course and event revenue stream, though without the retail product assortment.
- Just Spices: German DTC spice and food brand selling through e-commerce and retail channels. Comparable as a German digitally-native food brand with own-label positioning and DTC-first distribution, though focused on spices rather than broad Italian specialty.
Broad incumbents
- Manufactum: Established German premium retailer offering curated specialty foods alongside non-food artisan products. Comparable as a broader specialty retailer with overlapping gourmet food positioning, though its assortment extends well beyond Italian products.
- Feinkost Dittmann: One of Germany's largest specialty food importers and distributors, offering Italian and Mediterranean products through retail and wholesale channels. Comparable as a German specialty food player, though significantly larger and more wholesale-oriented than Viani.
- Eataly: Global Italian specialty food marketplace combining retail stores, restaurants, and cooking schools. Comparable through its curated Italian assortment and experiential retail model, though it operates at much larger scale across multiple countries.
Regional players
- Valentini: Italian specialty food retailer and importer serving German-speaking markets. Comparable as a peer importing and distributing Italian specialty products, with similar supplier relationships and customer base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Viani social profiles
Digital presenceViani compliance and trust
Trust signalCompliance1 record
Viani financial estimates
Financial estimateRevenue estimate
Valuation estimate
Viani leadership team
Management profileNumber of profiles
Profiles4 records
Viani subsidiaries and ownership
Company hierarchySubsidiaries1 record
Viani funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Viani M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Viani
What does Viani do?
Viani is a German specialty food retailer that imports and sells Italian and Mediterranean gourmet products, including pasta, olive oil, antipasti, sauces, sweets, and wines, through its B2C online shop, B2B wholesale portal, and physical Viani Alimentari retail stores. The company also operates in-store cooking classes, wine tastings, and gift voucher programs to complement its product sales.
Is Viani a public or private company?
Viani is a private company. It is classified as family owned and is currently operating.
When was Viani founded?
Viani was founded in 2019. It employs 11 to 50 people.
Where is Viani based?
Viani is headquartered in Göttingen, Germany, in the Europe region.
How does Viani make money?
Five revenue lines are on record. Product Sales (B2C) is the primary driver. The others are product Sales (B2B), physical Retail Stores, cooking Courses and Events and gift Vouchers.
Who are Viani's main competitors?
Direct peers on record are Leckers, Gustini, Smith & Henne and Dallmayr. Emerging players are Kochzauber and Just Spices. Broad incumbents are Manufactum, Feinkost Dittmann and Eataly. Valentini is listed as a regional player.
Does Viani have an API?
No public API is recorded for Viani.
What industry is Viani in?
Viani's product category is Specialty Italian Food Retail. Its primary akta.pro industry code is CRAHAGAG, Gourmet & Fine Food Stores, with a secondary code of CRAFAFAG, Specialty Food & Beverage Delivery (organic, gourmet, dietary). Its NAICS code is 44529 and its SIC code is 5411.