Amefa
Amefa (Amefa Stahlwaren GmbH) is a Germany-based, 1931-founded marketer and distributor of stainless steel cutlery and tableware, operating a seven-brand portfolio across 65+ countries via a direct-to-consumer e-commerce platform and trade partners. It primarily serves private households, with secondary reach into hospitality and retail channels.
- Company typePrivate
- Founded1931
- HeadquartersSheffield, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Amefa does
Amefa (legal entity: Amefa Stahlwaren GmbH) is a Germany-headquartered marketer and distributor of cutlery and stainless steel tableware founded in 1931. The company operates a multi-brand portfolio consisting of Amefa, Richardson Sheffield, Médard de Noblat, Lou Laguiole, Couzon, Kuppels, and Paul Wirths, offering stainless steel cutlery sets (16 to 60 pieces), professional kitchen knives, cutting boards, and porcelain/glass tableware. Core manufacturing technology centers on stainless steel cutlery production with proprietary PVD (Physical Vapor Deposition) coating used on signature collections (AUSTIN copper, CRYSTAL rosé, DELIA black) to deliver durable colored finishes at premium price points. Shipment volume reaches 500,000 cutlery pieces per day, distributed to over 65 countries with multi-currency and multi-language storefront support on amefa.com. The company does not ship to the United States.
Amefa generates revenue through direct-to-consumer e-commerce (amefa.com) supplemented by wholesale and trade partner distribution. Pricing follows a unit-purchase model across a three-tier ladder: budget sets starting around €14.90, mid-range 24–42 piece sets typically €29.90–€109.00, and premium 30–60 piece collections reaching €107.99–€296.90. Marketing relies on content (educational blog on steel grades and knife care), organic social (Facebook, Instagram, LinkedIn, TikTok), email/newsletter capture with a 10% welcome incentive, and seasonal promo campaigns (e.g., SUMMER26 offering 15% off). Free shipping is provided on orders above €40.
The customer base is structurally diversified across three segments: private households (primary), gastronomy and hospitality operators (secondary), and trade/retail resellers (secondary), with no named enterprise anchor accounts visible. Operations are lean, with 11–50 employees per firmographics, suggesting a marketing-, brand-, and distribution-centric operating model rather than vertically integrated manufacturing. Active 2025 strategic moves include the amefa.com domain consolidation, TikTok channel launch, PVD-coated premium SKU introduction, and ongoing geographic expansion into non-core European territories.
Amefa firmographics
Firmographics- Name
- Amefa
- Legal name
- Amefa Stahlwaren GmbH
- Website
- https://amefa.co.uk
- Company type
- Private
- Founded year
- 1931
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Amefa (Amefa Stahlwaren GmbH) is a Germany-based, 1931-founded marketer and distributor of stainless steel cutlery and tableware, operating a seven-brand portfolio across 65+ countries via a direct-to-consumer e-commerce platform and trade partners. It primarily serves private households, with secondary reach into hospitality and retail channels.
- Ownership category
- akta.pro rank
Where Amefa is headquartered
LocationHeadquarters
- HQ city
- Sheffield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Amefa business model
Business model- 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
- Direct E-commerce Sales: Amefa generates revenue through direct-to-consumer online sales via their e-commerce platform (amefa.com), selling cutlery sets, kitchen knives, cutting boards, and tableware products. Products are sold at various price points ranging from entry-level to premium.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget cutlery sets (4-24 parts) |
| Unit Pricing | Pay-as-you-go | Mid-range cutlery sets (24-42 parts) |
| Unit Pricing | Pay-as-you-go | Premium cutlery sets (30-60 parts) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Amefa product offering
Product offeringCore offering
Amefa manufactures and distributes stainless steel cutlery, kitchen knives, cutting boards, and tableware through a multi-brand portfolio including Amefa, Richardson Sheffield, Mé ... (truncated)
Product overview
Amefa is an international cutlery and tableware company founded in 1931, operating as a unified platform selling products across multiple sub-brands. The company offers a comprehensive portfolio of stainless steel cutlery collections, professional kitchen knives, cutting boards, and tableware through brands including Amefa (core brand), Richardson Sheffield (professional knives), Médard de Noblat (premium porcelain dishes), Lou Laguiole (French-style cutlery), Couzon (table accessories), Kuppels (kitchen knives and boards), and Paul Wirths (elegant tableware). Product lines range from basic 16-piece sets to premium 60-piece collections, with various finishes including PVD coatings in black, rosé, and copper. The company ships 500,000 cutlery pieces daily to over 65 countries, serving household, gastronomy, and trade customers with emphasis on longevity, functionality, and timeless design.
Differentiator
Problem solved
Functional benefit
Brands
- Richardson Sheffield: Kitchen knives and cutlery brand
- Médard de Noblat
- Lou Laguiole
- Couzon
- Kuppels
- Paul Wirths
Products and services
- Amefa Cutlery Collections
- Richardson Sheffield Kitchen Knives
Companies that use Amefa
Customer profileSegments3 records
Ideal customer profiles3 records
Amefa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Amefa partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Amefa competitors and assessment
Company assessmentBroad incumbents
- IKEA (365+ / FÖRNUFT cutlery lines): Global mass-market home furnishings retailer with proprietary cutlery lines. A broad incumbent comparable to Amefa on volume stainless cutlery at entry-level price points and global D2C distribution, though not a specialist cutlery house.
- Cuisinart: Broad kitchen tools and cutlery brand with strong US and global retail presence. Comparable to Amefa on kitchen knives, cutlery sets and multi-channel consumer distribution, though Cuisinart operates across wider small-appliance categories.
- Villeroy & Boch: Large European tableware, porcelain and dining brand. Comparable to Amefa's Médard de Noblat sub-brand and Amefa's broader tableware/dinnerware expansion, though Villeroy & Boch is significantly larger and operates at broader home-dining scale.
Direct peers
- Christofle: French luxury silverware and cutlery brand. Comparable to Amefa's premium/Lou Laguiole positioning on high-end tableware, design-driven stainless and silver-plated cutlery sold through both consumer and gastronomy channels.
- Zwilling J.A. Henckels: Iconic German cutlery and kitchen knife brand with global reach. Closely comparable to Amefa's Richardson Sheffield and core Amefa lines on professional-grade kitchen knives and stainless steel cutlery at premium price points.
- Arthur Price: Heritage British cutlery manufacturer with over 100 years of history serving UK and European markets. Highly comparable to Amefa's Richardson Sheffield and overall heritage positioning in stainless and silver-plated cutlery.
- Viners: UK-based cutlery brand with multi-generational heritage. Comparable to Amefa/Richardson Sheffield on heritage stainless steel cutlery, mid-market price points and broad UK retail distribution.
- Sambonet: Italian premium cutlery and tableware manufacturer serving both consumer and HORECA channels. Directly comparable to Amefa on stainless steel cutlery, silver-plated serving pieces and Italian/European hospitality distribution.
- Robert Welch: British designer cutlery brand with strong design-led positioning in stainless steel cutlery sets. Highly comparable to Amefa's premium design-led lines (AUSTIN PVD, CRYSTAL) on product category, customer base and UK/European distribution.
- WMF Group: German premium housewares and cutlery brand with deep European retail presence and broad cookware/cutlery portfolio. Directly comparable to Amefa as a German-rooted, multi-channel cutlery and tableware house serving both consumer and hospitality markets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Amefa social profiles
Digital presenceAmefa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amefa leadership team
Management profileNumber of profiles
Amefa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amefa 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 Amefa
What does Amefa do?
Amefa manufactures and distributes stainless steel cutlery, kitchen knives, cutting boards, and tableware through a multi-brand portfolio including Amefa, Richardson Sheffield, Mé ... (truncated)
Is Amefa a public or private company?
Amefa is a private company. It is classified as unknown and is currently operating.
When was Amefa founded?
Amefa was founded in 1931. It employs 11 to 50 people.
Where is Amefa based?
Amefa is headquartered in Sheffield, United Kingdom, in the Europe region.
How does Amefa make money?
One revenue line is on record: direct E-commerce Sales.
Who are Amefa's main competitors?
Broad incumbents on record are IKEA (365+ / FÖRNUFT cutlery lines), Cuisinart and Villeroy & Boch. Direct peers are Christofle, Zwilling J.A. Henckels, Arthur Price, Viners, Sambonet, Robert Welch and WMF Group.
Does Amefa have an API?
No public API is recorded for Amefa.