LINOVAG SHOPFITTING

What LINOVAG SHOPFITTING does

LINOVAG LADENBAU GmbH is a German full-service shopfitting manufacturer and contractor specializing in food retail environments. The company designs, produces, and installs modular shelving systems, service counters, specialty department fixtures (fresh produce, bakery, beverages, wine, checkout), and complete store concepts. Its core technology is proprietary modular shelving systems—branded lines include Pure, Vego, Loft, Verde (with magnetic plug-in LED lighting and configurable inclination angles), Step 3/4, Vita, Vitalo, and the PANADERÍA self-service bakery display—backed by integrated steel production in Bad Hersfeld and wood manufacturing in Ottendorf-Okrilla, processing 210,000 sqm of particle board and 11,500 tonnes of steel annually across 26,000 sqm of production and warehouse space.

The company operates a project-based B2B revenue model, winning competitive tenders and direct engagements with German food retail chains and executing approximately 2,000 projects per year as a general contractor from concept through installation. It maintains four regional sales territories (Nord/West, Mitte, Ost, Süd) covering all of Germany and sells exclusively through direct enterprise field sales with no intermediary resellers. Customer concentration is heavily skewed toward the EDEKA group, with named reference projects across multiple EDEKA banners and independent retailers. Revenue is generated through one-time product sales bundled with installation services and multi-year project contracts; no public price list is disclosed and pricing is quote-based per project scope.

LINOVAG traces its corporate lineage to 1904 and the modern Variant GmbH founded in 1961; the current entity was formed in 2020 through the merger of Inovag Ladenbau and LIGNEUS GmbH under the LINOVAG brand. It employs 330 people across four German locations, is ISO 50001 certified (2023), and targets 90% decarbonization by 2032 through solar, biomass, and waste heat recovery initiatives.

Name

LINOVAG SHOPFITTING

Legal name

LINOVAG LADENBAU GmbH

Website

https://linovag.de

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Bad Hersfeld

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Shopfitting Project Services: Full-service shopfitting projects including concept development, project management, manufacturing, logistics, and assembly. Revenue generated through project-based contracts with retail chains.
2. Shelving System Manufacturing: Production and sale of modular shelving systems (Pure, Vego, Loft, Verde, Vita, Vitalo, Step 3/4) for various retail departments. One-time product sales with installation services.
3. Custom/Special Construction: Custom-built furniture and special construction elements for unique retail spaces, including custom displays, themed areas, and architectural features.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

LINOVAG SHOPFITTING designs, manufactures, and installs modular shelving systems, service counters, and department-specific retail fixtures for food retail chains, produced at its own steel facility in Bad Hersfeld and woodworking facility in Ottendorf-Okrilla. It delivers fully integrated shopfitting projects from concept and project management through production, logistics, and on-site assembly, acting as general contractor. Its proprietary product platforms include the Systemregalierung (Pure, Vego, Loft), fresh produce systems (Vita, Vitalo, Verde, Step 3/4, Kräuter), bakery and self-service displays (Backshops, PANADERÍA), and dedicated fixtures for beverages, wine, fresh food, flowers, promotional areas, and checkout zones.

Product overview

LINOVAG LADENBAU offers a comprehensive shopfitting solution portfolio primarily serving the food retail sector. The core offering consists of modular shelving systems under the Systemregalierung umbrella, with branded lines including Pure, Vego, and Loft. Specialized department solutions include Obst & Gemüse (fresh produce) with products Vita, Vitalo/Variant, Verde, Step 3/4, and Kräuter; Backwaren (bakery) featuring Backshops and PANADERÍA self-service displays; plus dedicated lines for Getränke (beverages), Wein & Spirituosen (wine & spirits), Frischebereich (fresh areas), Blumen (flowers), Aktionswaren (promotional items), Kassenbereich/Info/Tabak (checkout), and Nebenräume (back rooms). Complementing the product portfolio is a full-service offering covering Konzept (concept design), Projektmanagement (project management), Eigenfertigung (in-house manufacturing), Logistik (logistics), and Montage (installation). The company operates four locations with steel production in Bad Hersfeld and wood manufacturing in Ottendorf-Okrilla, positioning itself as a one-stop solution provider from planning through installation for retailers like EDEKA.

Differentiator

Problem solved

Functional benefit

Products and services

• Systemregalierung (Modular Shelving Systems) — Pure, Vego, Loft Modular shelving systems for retail environments, including the Pure, Vego, and Loft product lines. Designed for store fixture and display solutions, modern retail displays, and industrial-style presentation, sold to food retailers and similar customers.
• Obst & Gemüse — Vita and Vitalo / Variant Specialized display systems for fresh produce departments, including the Vita and Vitalo/Variant shelving and presentation solutions, sold to supermarket operators needing fresh fruit and vegetable merchandising fixtures.
• Verde Modular Fresh Produce Shelving A modular gondola and wall shelving system for fresh produce with one to four-tier configurations, adjustable depths (20° or 27° inclination), and magnetic plug-in LED lighting, designed for maximum flexibility and clear product presentation. Targeted at supermarket produce departments.
• Step 3 / Step 4 Compact Produce Shelving Three-tier and four-tier wall shelving with steep inclination for fresh produce, offering enhanced product visibility in compact spaces. Features reduced material usage and assembly-friendly construction.
• Kräuter (Herbs Display) Herb display furniture including shelving, tiered displays, staircase units, and integrated solutions, with optional magnetic advertising signs, electronic price tags, and customizable product carriers, designed for fresh herb presentation in retail environments.
• Backshops In-Store Bakery Concepts Atmosphere-meets-functionality concepts for in-store bakery departments, combining design with craftsmanship, intended for supermarket operators with backshop environments.
• PANADERÍA Self-Service Bakery Display Self-service bakery display system for packaged baked goods, combining design, craftsmanship, and emotional appeal to support attractive in-store presentation.
• Getränke (Beverages) Display Systems Shelving and display systems for beverage retail departments in supermarkets and grocery stores.
• Wein & Spirituosen (Wine & Spirits) Display Solutions Specialized display and storage solutions for wine and spirits departments in grocery retail, including vinotheks and wine cellar fixtures.
• Frischebereich (Fresh Area) Displays Fresh food department displays including refrigerated cases and service counters for supermarket fresh departments.
• Blumen (Flowers) Display Solutions Display solutions for floral departments in supermarkets and grocery retailers.
• Aktionswaren (Promotional Items) Display Systems Display systems for promotional and featured items in retail environments.
• Kassenbereich, Info & Tabak (Checkout, Info & Tobacco) Solutions Checkout counters, information areas, and tobacco display fixtures for supermarket front-of-house operations.
• Nebenräume (Back Rooms) Storage Solutions Storage room and back-office fixture solutions for supermarket back-of-house operations.
• Konzept (Concept Design) Service Store concept development and design service that takes retail projects from initial idea to detailed planning for food retailers and other customers.
• Projektmanagement (Project Management) Service End-to-end project management service coordinating all aspects of shopfitting projects for retail customers.
• Eigenfertigung (In-house Manufacturing) Service Own manufacturing capabilities for shelving systems and retail fixtures, Made in Germany, covering both steel and wood materials.
• Logistik (Logistics) Service Logistics service ensuring timely and safe delivery of shopfitting products nationally and internationally as part of full project delivery.
• Montage (Installation) Service Professional installation service providing precise execution and coordination of all trades on-site for shopfitting projects, including acting as general contractor on request.

Quantifiable outcome

• 2,000 projects completed per year
• +3 more outcomes

Named customers8 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

Feature5 records

Partnerships

One partnership is on record.

• AICHINGERcoreStrategic or Co-development PartnerSister company supplying high-quality service counters for meat, fish, cheese, and bakery departments. Integration of AICHINGER premium counters in shopfitting projects provides complete solution for specialty food departments. Both companies operate under common ownership.

Scale indicators8 records

Recent moves8 records

Direct peers

• ITAB Shop Concept: ITAB is a Swedish-headquartered retail fixtures and shopfitting group serving grocery, fashion, and DIY chains across Europe with shelving, lighting, and checkout solutions. Comparable to LINOVAG as a full-service shopfitting provider with proprietary product platforms and project-based delivery.
• Wanzl: Wanzl is the largest German shopfitting and retail solutions company, offering store fixtures, shelving, shopping trolleys, and access systems. Directly comparable as a German-headquartered shopfitting manufacturer serving food retail chains with similar in-house manufacturing and full project execution capabilities.
• Kesseböhmer Ladenbau: Kesseböhmer is a German manufacturer of shelving systems, drawer fittings, and retail fixtures with in-house metal and wood production. Comparable to LINOVAG's dual-material in-house manufacturing model and product breadth across modular shelving and department displays.
• Tegometall: Tegometall is a German/Swiss manufacturer of modular shelving and retail display systems. Directly comparable as a European shelving manufacturer with modular gondola and wall systems overlapping LINOVAG's Pure, Vego, Loft, and Verde product lines.
• Umdasch Shop Fitting (VFI Group): Umdasch Shop Fitting (now part of VFI Group) is a leading Austrian/German shopfitting group providing store concepts, shelving systems, and full fit-out services. Closely matches LINOVAG's value chain of concept design, manufacturing, and installation for food retail and adjacent verticals.

Broad incumbents

• SSI SCHÄFER: SSI SCHÄFER is a large German-headquartered provider of intralogistics, warehousing, and retail fixture solutions with global operations. Broader and larger than LINOVAG, but overlapping in retail shelving, storage, and back-room fixture offerings for grocery chains.

Others

• Hanshow: Hanshow is a Chinese-headquartered provider of electronic shelf labels and smart retail solutions expanding in Europe. Represents the emerging digital/IoT fixture layer that complements or competes with traditional physical shopfitting as grocery retail digitizes.
• SES-imagotag: SES-imagotag is the world's leading provider of electronic shelf labels and digital retail IoT solutions. Adjacent rather than directly competitive, but represents the digital fixture layer increasingly integrated into grocery shelving systems alongside traditional shopfitting.

Regional players

• Anliker Ladenbau: Anliker is a Swiss shopfitting and store fixture manufacturer serving food retail and other verticals across the DACH region. Comparable to LINOVAG's product range and customer base, with overlap in German-speaking retail tenders but a Swiss operational base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/linovag-ladenbau-gmbh
• Instagraminstagram.com/linovag_ladenbau

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 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 LINOVAG SHOPFITTING