Frederick Long

What Frederick Long does

Friedrich Lange GmbH is a four-generation family-owned sanitary and heating wholesale distributor headquartered in Hamburg-Bahrenfeld, Germany, operating for over 100 years as the self-described oldest mid-sized wholesaler in northern Germany. The company executes a traditional three-stage distribution model — manufacturer to wholesaler to trade professional (Fachhandwerker) to end customer — selling sanitary ware, heating systems, climate technology, tools, and installation supplies to registered trade professionals who in turn install products for end homeowners and property managers. Friedrich Lange carries over 24 premium brand partners (Viega, Villeroy & Boch, Geberit, Hansgrohe, Grohe, Bette, Duravit, Kermi, Vaillant, Bosch, among others) alongside an own-brand portfolio comprising DIANA (bathroom furniture and ceramics), DITECH (building technology including smart water and heat meters), and VAMIGO (bathroom furniture).

The company operates a substantial physical footprint: four branded bathroom showrooms (Badausstellungen) totaling ~3,200 m² across Hamburg-Bahrenfeld (1,400 m²), Kiel, Itzehoe, and Schwerin; 17 HOLFIX self-pickup warehouses across northern Germany; a central distribution hub in Quickborn stocking approximately 28,000 items with access to 550,000+ procurement SKUs; and four additional locations operated by subsidiary Gerhard Küster in the greater Hannover area. The go-to-market combines outside field sales, an integrated B2B online shop (shop.friedrich-lange.de), and trade-partner training events such as Meisterfrühstück, factory tours, and joint sessions with brand partners.

The business model is B2B wholesale with non-publicly-disclosed pricing offered to registered trade customers on a pay-as-you-go cadence. The company employs over 330 staff, is privately held under managing director Christian Lange, and reports no external investors, no parent company, and no disclosed revenue figure. Marketing runs through the company website, Instagram, product catalogs, and trade fair participation (including ISH Messe Frankfurt), while workforce development has been externally recognized via the BBS Label 2026 (apprenticeship) and the AW Award 2024 (employer quality).

Name

Frederick Long

Legal name

Friedrich Lange GmbH

Website

https://friedrich-lange.de

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Sanitary and Heating Wholesale Distribution

NAICS

Hardware Merchant Wholesalers (423710)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Bathroom Vanities & Cabinetry Showrooms (CRAIAFAB)

Keywords

• Sanitary wholesale distribution
• Bathroom product supply
• Heating systems wholesale
• Trade professional supply
• Bathroom showroom services

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Wholesale Distribution of Sanitary Products: Revenue generated through wholesale distribution of complete bathroom products including sanitary ware, heating systems, tools, and installation supplies. Products sold to trade professionals (Fachhandwerker) through showrooms, pickup warehouses, and field sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Friedrich Lange is a wholesale distributor of sanitary, heating, and installation products for trade professionals (Fachhandwerker) in northern Germany. The company offers a complete portfolio of bathroom solutions including own private-label brands (DIANA, DITECH, VAMIGO), 24 partner brands (Viega, Geberit, Hansgrohe, Grohe, Villeroy & Boch, Bette, Duravit, and others), bathroom planning consultation across four showrooms, and self-pickup logistics through 17 HOLFIX warehouses. End customers receive complete bathroom solutions through registered trade professionals who purchase, install, and service the products.

Product overview

Friedrich Lange is a four-generation family-owned sanitary and heating wholesale company operating as a traditional three-tier distribution system (manufacturer → wholesaler → tradesperson → end customer). The company offers a portfolio of bathroom product lines (Basicbad, Familienbad, Komfortbad, Designbad, Gästebad), own brands (DIANA for bathroom furniture and ceramics, DITECH for building technology, VAMIGO for bathroom furniture), and distributes products from 24 partner brands (including Viega, Villeroy & Boch, Geberit, Hansgrohe, Grohe, Bette, Duravit). Services include four physical bathroom exhibitions totaling 3,200 m² across northern Germany and 17 HOLFIX self-pickup warehouses. The company also publishes the SPLASH trend magazine for bathroom inspiration.

Differentiator

Problem solved

Functional benefit

Brands

• Holfix: Sub-brand for Abhollager (pickup warehouses) serving tradespeople with quick pickup of orders from 17 locations in northern Germany.
• Gerhard Küster

Products and services

• Basicbad

Quantifiable outcome

• Products delivered through certified trade professionals ensuring quality installation

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core, major and minor.

• DIANAcoreChannel Partner/ Reseller/ DistributorDIANA is a key brand partner offering complete bathroom solutions including bathroom furniture, ceramics, and accessories. The partnership includes exclusive catalogs, product training, and collaborative marketing materials.
• DITECHcoreChannel Partner/ Reseller/ DistributorDITECH is the exclusive professional brand for innovative and price-attractive building technology including water treatment, underfloor heating, and smart meters. Friedrich Lange distributes their complete product range.
• VamigocoreChannel Partner/ Reseller/ DistributorVamigo offers high-quality bathroom furniture, sanitary ceramics, and related products. Distributed through Friedrich Lange showrooms and pickup warehouses.
• ViegamajorChannel Partner/ Reseller/ DistributorViega is a leading manufacturer of installation systems for sanitary and heating applications. The company organizes training visits for Friedrich Lange apprentices.
• BETTEmajorChannel Partner/ Reseller/ DistributorBETTE specializes in steel-titanium enamel bathroom products. Friedrich Lange organizes factory tours and customer visits to BETTE production facilities.
• BWT (Best Water Technology)majorChannel Partner/ Reseller/ DistributorBWT is a water technology company providing filtration, softening, and water treatment systems. They co-host customer events such as 'Meisterfrühstück' with Friedrich Lange.
• Gerhard KüstercoreChannel Partner/ Reseller/ DistributorSubsidiary company operating four additional pickup warehouse locations in the greater Hannover area, extending the HOLFIX network.
• KermimajorChannel Partner/ Reseller/ DistributorKermi produces shower partitions, heating systems, and related products. Joint training sessions conducted at Friedrich Lange locations.
• GeberitmajorChannel Partner/ Reseller/ DistributorGeberit is a leading manufacturer of sanitary systems and bathroom ceramics. Co-hosts 'Meisterfrühstück' customer events at Friedrich Lange locations.
• VaillantmajorChannel Partner/ Reseller/ DistributorVaillant produces heating systems including heat pumps and boilers. Co-sponsor of customer events including Grünkohlessen.
• BoschmajorChannel Partner/ Reseller/ DistributorBosch provides heating and hot water solutions. Co-sponsor of customer events.
• RothminorChannel Partner/ Reseller/ DistributorRoth provides installation materials including aluminum composite panels. Conducts installation training sessions at Friedrich Lange locations.
• PoloplastminorChannel Partner/ Reseller/ DistributorPoloplast produces piping systems. Co-sponsor of customer events including Grünkohlessen and joint customer events.
• SplashminorChannel Partner/ Reseller/ DistributorSplash is an online inspiration magazine for bathroom and technology trends. Friedrich Lange distributes their Trendmagazin and Lookbook publications.

Scale indicators6 records

Recent moves1 record

Broad incumbents

• Alexander Bürkle GmbH & Co. KG: Established German technical wholesaler covering electrical, sanitary, and HVAC products with showrooms and B2B services; broader category scope but directly comparable customer base and distribution approach.
• Saint-Gobain Distribution Deutschland GmbH: German arm of the global Saint-Gobain building-products distribution network, supplying sanitary and installation materials to trade professionals. Overlaps with Friedrich Lange's trade-pro channel but with significantly broader geographic and product coverage.
• Hagebau Handelsgesellschaft für Bautechnik mbH: German building-materials and DIY cooperative distributing sanitary and installation products to tradespeople and retailers; comparable trade channel though broader product focus and cooperative ownership model.

Direct peers

• Cordes & Graefe GmbH & Co. KG (GC Group): Major German sanitary and heating wholesale group operating under the GC Group umbrella with regional subsidiaries and similar trade-professional focus. Operates a directly comparable three-stage distribution model.
• Franz Schuck GmbH: Regional sanitary, heating, and air-conditioning wholesale distributor in southern Germany serving trade professionals with showroom and pickup-warehouse formats analogous to Friedrich Lange's HOLFIX network.
• Richter+Frenzel GmbH & Co. KG: One of Germany's largest sanitary, heating, and plumbing wholesale distributors serving trade professionals with a similar three-tier model. Highly comparable B2B Fachhandwerker focus and product breadth make it the closest direct competitor to Friedrich Lange.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/friedrichlange

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Frederick Long