G. Wurm

What G. Wurm does

G. Wurm GmbH + Co. KG is a German B2B wholesaler of decoration and gift articles, founded in 1958 by Günter Wurm in Köln-Vingst and now headquartered in Cologne (51149 Köln). The company operates exclusively as a trade supplier, selling seasonal decorations, Christmas items, home and living accessories, gift articles, candles, and florist supplies to a stated base of 10,000+ reseller, retail, florist, event service, and hospitality customers, primarily across Europe. Its catalog spans over 7,000 SKUs anchored by Christmas (4,000+ items) and supported by a portfolio of house brands (Wurm Garden, Wurm Living, Sparschwein Company, Wurm Lichthäuser) and licensed brands including Weihnachtsmann & Co. KG (Super RTL), Riffelmacher & Weinberger, and Apres-Allstars.

The commercial engine is a 24/7 B2B online shop with login-gated pricing, a €285 minimum order value, free shipping from €1,200, and a dropshipping service for retailers without inventory. Distribution is multi-channel, combining the online storefront with a physical showroom at headquarters, a Cash & Carry pickup option, and participation in three major trade fairs (Hausmesse, Trendset, Christmasworld). An annual XMAS print catalog exceeding 400 pages functions as a planning tool embedded in retailer buying cycles, and seven localized country sites cover Germany, Spain, France, Italy, Netherlands, Austria, Switzerland, and an International audience. In July 2026 the company relaunched its online shop, marking a significant digital platform investment for a traditionally catalog-led business.

The revenue model is straightforward B2B wholesale on a pay-as-you-go billing cadence with no publicly disclosed pricing; all price visibility is gated to registered trade accounts. The legal structure is a German GmbH + Co. KG (partnership with limited liability) and ownership remains private and founder-family-led, with no parent company, external investors, or public shareholders identified. Reported headcount is in the 11–50 range, and the company is GDPR-compliant with a publicly referenced privacy policy.

Name

G. Wurm

Legal name

G.Wurm GmbH + Co. KG

Website

https://wurm.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

11–50 employees

Short description

G. Wurm is a Cologne-based B2B wholesaler founded in 1958 that supplies 10,000+ European resellers, retailers, florists, and hospitality businesses with over 7,000 seasonal decoration, Christmas, home and living, and gift articles via a login-gated online shop, showroom, and dropshipping.

Ownership category

akta.pro rank

Product category

Wholesale Decoration & Gift Articles

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Retail-Miscellaneous Retail (5900)

akta.pro primary industry

Seasonal & Holiday Gifts & Decor Retail (CRALAJAD)

Keywords

• Wholesale decoration supplies
• Seasonal home decor
• Christmas wholesale
• B2b gift items
• Florist supplies wholesale

Headquarters

HQ city

Köln

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale B2B Sales: G. Wurm operates as a B2B wholesale company selling decoration and gift articles to resellers. The company generates revenue through product sales with pricing available only to registered business customers. The business model includes minimum order values and free shipping thresholds, suggesting volume-based transactions with registered trade customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

G. Wurm is a B2B wholesale distributor of decoration and gift articles (seasonal decorations, Christmas items, home & living accessories, gift items, and florist supplies) serving registered trade customers in Europe and worldwide. Sales are made through a 24/7 online shop with login-gated trade pricing (minimum order €285, free shipping from €1,200), supported by a Cologne-based showroom, Cash & Carry pickup, dropshipping fulfillment, and an annual XMAS print catalog. The assortment exceeds 7,000 articles across multiple house brands and licensed brands.

Product overview

G. Wurm operates as a B2B wholesale platform for decoration and gift items, combining a comprehensive e-commerce online shop with physical showroom experiences and dropshipping services. The core offering centers on the Wurm Online Shop—a 24/7 ordering platform for registered retailers—complemented by an annual XMAS Katalog print edition and in-person Showroom visits. The product portfolio spans Seasonal Decorations (including Christmas with 4,000+ items, Easter, Autumn, Halloween, Spring/Summer, Valentine's and Mother's Day), Home & Living products (garden, kitchen, lighting, plants, accessories), Gift Items, and Florist Supplies. The company markets several house brands (Wurm Garden, Wurm Living, Sparschwein Company, Wurm Lichthäuser) alongside licensed brands (Riffelmacher & Weinberger, Weihnachtsmann & Co. KG based on the Super RTL series) and carries products from Apres-Allstars. With over 7,000+ articles available for order, the platform serves retailers worldwide with flexible fulfillment including dropshipping options.

Differentiator

Problem solved

Functional benefit

Products and services

• Wurm Online Shop (B2B E-commerce Platform) B2B e-commerce platform enabling registered retailers to browse and order from over 7,000 decoration and gift items across multiple seasonal categories, operating 24/7 with account-based pricing and supporting dropshipping solutions.
• Seasonal Decorations (Saisonale Dekoration) Holiday-themed decoration collections including Christmas, Easter, Autumn, Halloween, Spring/Summer, Valentine's Day, and Mother's Day items, comprising Christmas tree ornaments, advent calendars, wreaths, candles, and seasonal figurines for wholesale resale.
• Christmas Decorations (Weihnachtsdeko)
• Home & Living
• Gift Items (Geschenkartikel & Mehr)
• Florist Supplies (Floristenbedarf)
• Dropshipping Service
• Showroom Experience
• Print Catalog (XMAS Katalog) Annual printed Christmas catalog of 400+ pages featuring trends, bestsellers, new products, and display ideas for the upcoming season, available as a high-quality print edition for order by registered trade customers.

Quantifiable outcome

• 10,000 satisfied B2B customers served
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Heinrich Kühlmann GmbH & Co. KG: German decoration and gift wholesaler with strong seasonal and floral assortment. Highly comparable as a long-established German B2B supplier to retailers and florists.
• Kaemingk B.V. Dutch-based B2B wholesaler of seasonal decorations, Christmas items, and home accessories serving retailers across Europe. Closely mirrors G. Wurm's assortment, customer base, and trade-show-driven go-to-market.
• Räder Design GmbH: German maker and wholesaler of poetic home decoration, gift articles, and seasonal items. Overlaps with G. Wurm's Home & Living, gift, and Christmas categories and serves similar B2B trade customers.
• Lene Bjerre Design A/S: Danish home decoration and gift brand distributing wholesale to retailers internationally. Comparable European B2B trade focus across home and seasonal decoration categories.
• Boltze & Co. GmbH: German B2B wholesaler of decoration, gift articles, and seasonal/home accessories headquartered in Germany. Direct competitor in the German trade customer segment with overlapping Christmas and home assortments.
• Nordal A/S: Danish wholesaler of seasonal decorations, gifts, and home accessories supplying retailers across Europe. Comparable assortment breadth, design-led positioning, and B2B trade model.
• Rosenow & Reichelt GmbH: German B2B wholesaler of decorative items, gift articles, and seasonal florist supplies serving retailers and florists. Directly comparable assortment, customer base, and German trade-show-driven channel strategy.

Broad incumbents

• Depot (Gries Deco Company GmbH): German decoration and home accessories retail chain operating across DACH and Europe. Competes with G. Wurm's assortment at the consumer end and as a buyer of similar decoration categories at wholesale.
• Butlers GmbH & Co. KG: German home decoration and lifestyle retailer with broad seasonal and gift assortment. Operates downstream of G. Wurm but addresses overlapping end demand and competes for similar supplier relationships.

Regional players

• PapStar GmbH: German wholesale supplier of tableware, decoration, and party/seasonal items to trade customers. Adjacent B2B wholesale model with overlap on seasonal tableware and decoration categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@g-wurm
• Facebookfacebook.com/WurmKG
• LinkedInlinkedin.com/company/g-wurm-gmbh-co-kg
• Instagraminstagram.com/g.wurm
• Pinterestde.pinterest.com/wurmcom

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries7 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 G. Wurm