What Hagemann does

Hagemann (legal entity: Hagemann & Partner Bildungsmedien Verlags Gesellschaft mbH) is a privately held German educational materials publisher and online retailer headquartered in Düsseldorf. The company sells pedagogically focused hands-on learning products through its e-commerce storefront hagemann.de, shipping from Germany to customers across Germany, Austria, and the EU, with Switzerland served through a partner-operated storefront (timetex.ch).

The product portfolio is organized around four core pillars: Zuchtsets (live insect and animal cultivation kits — butterflies, ladybugs, wild bees, ants, earthworms, snails — plus mushroom and plant kits), Forscher-Werkstatt (science experiment kits, children's microscopes, and physics/chemistry/biology tools), Spielen & Lernen (educational toys, Montessori materials, puzzles, learning games), and Basteln (craft supplies with seasonal themes). Supporting categories include subject-specific Schulfächer teaching materials, Bürobedarf, Taschen, and a growing digital teaching materials segment of interactive exercises and videos. The 2025 KARLY Glücksfunken sub-brand extends the catalog into emotional education. Hagemann emphasizes BNE (Bildung für nachhaltige Entwicklung / Education for Sustainable Development) and German-made production.

The business model is a direct-to-consumer e-commerce operation with parallel B2B sales to schools, kindergartens, and educational institutions, including classroom sets (Klassensätze). Pricing is unit-based per item, ranging from €2.45 to €159, with German VAT (7% or 19%) included and tiered EU shipping fees. Distribution is exclusively through owned online channels — no third-party retail or marketplace presence is identified. The customer base spans teachers, parents, kindergartens, and nature educators; there are no disclosed individual anchor accounts, no subscription model, and no disclosed headcount, revenue, or funding data.

Name

Hagemann

Legal name

Hagemann & Partner Bildungsmedien Verlags Gesellschaft mbH

Website

https://hagemann.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Hagemann is a privately held Düsseldorf-based e-commerce retailer and publisher of educational materials for German and EU schools, kindergartens, teachers, and parents, specializing in live cultivation sets, science experiment kits, craft supplies, and teaching aids.

Ownership category

akta.pro rank

Product category

Educational Materials and Teaching Supplies

NAICS

Hobby, Toy, and Game Retailers (45912), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Educational/Children’s Learning Games & Puzzles Retail (CRALALAN)

akta.pro secondary industries

Kids Crafts & Educational Craft Kits Retail (CRALACAG), DIY Kits, STEM Electronics & Maker Bundles Retail (CRACAKAN)

Keywords

• Educational materials
• School supplies
• Science experiment kits
• Cultivation breeding sets
• Craft supplies

Headquarters

HQ city

Düsseldorf

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

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

1. E-commerce Product Sales: Direct-to-consumer and B2B sales of educational materials, craft supplies, cultivation sets, and learning toys through hagemann.de online store with shipping across Germany, Austria, and EU countries. Revenue is generated through one-time product purchases with prices ranging from approximately €2.45 to €159 for various items.
2. Wholesale/Bulk Sales to Educational Institutions: Sales to schools, kindergartens, and educational institutions, including classroom sets and group packages (Klassensätze) for group activities.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Hagemann is a German educational materials publisher and online retailer that sells physical teaching aids, science experiment kits, craft supplies, and live cultivation/breeding sets (Zuchtsets) for butterflies, ladybugs, wild bees, ants, and other organisms. Products are sold directly through the company's e-commerce storefront to schools, kindergartens, and private families across Germany, Austria, and the EU. The offering combines tangible learning tools (cultivation kits, experiment boxes, craft materials, Montessori supplies) with digital teaching content (interactive whiteboard exercises, instructional videos, teaching charts).

Product overview

Hagemann (Hagemann & Partner Bildungsmedien Verlagsgesellschaft mbH) is a German educational materials publisher and online retailer based in Düsseldorf, operating a multi-category product portfolio centered on hands-on, pedagogically-focused learning tools. The core offering consists of four main pillars: (1) Zuchtsets — live insect/animal breeding and cultivation kits (butterflies, ladybugs, mason bees, ants, earthworms, snails, mushrooms, plants) with detailed instructions and video tutorials; (2) Forscher-Werkstatt — science experiment kits, children's microscopes, research tools, and physics/chemistry/astronomy learning materials; (3) Spielen & Lernen — educational toys, Montessori materials, puzzles, and learning games; and (4) Basteln — craft supplies including paper, fabric, wood, painting, and seasonal kits. Supporting categories include Schulfächer (subject-specific teaching materials for biology, physics, chemistry, math, geography, digital media), Bürobedarf (office/classroom supplies), Taschen (bags), and Digitales Unterrichtsmaterial (interactive digital exercises, teaching videos, charts). A notable recent addition is the KARLY Glücksfunken sub-brand focused on emotional education for children. Hagemann also produces specialty products like Foto-Solarpapier for cyanotype photography in education. The company emphasizes BNE (Bildung für nachhaltige Entwicklung — Education for Sustainable Development), with many products made or sourced in Germany.

Differentiator

Problem solved

Functional benefit

Brands

• KARLY: A character/brand featured on emotional cards, plush toys, books, and activity materials for children focused on happiness and courage.

Products and services

• Zuchtsets (Breeding/Cultivation Sets) Flagship Hagemann product line featuring live cultivation kits for insects and small animals - butterflies, ladybugs, mason bees, ants, earthworms, and snails - along with mushroom and plant cultivation kits. Each set includes detailed instructions and video tutorials for observing metamorphosis and nature cycles. Designed for schools, kindergartens, and private families.
• Forscher-Werkstatt (Research Workshop) Science education product line encompassing experiment boxes, children's microscopes, researcher tools, magnetic experiment kits, astronomy products, motor skills kits, and sustainability/environment materials. Covers physics, chemistry, biology, and environmental science topics for children.
• Spielen & Lernen (Play & Learn) Educational toys and play materials including card games, puzzles, learning games, children's programming kits, figurines, dolls, construction toys, sand timers, gift ideas, Montessori materials (practical life, sensory, language, mathematics, cosmic education), and teaching/learning aids.
• Basteln (Crafting) Craft supplies and kits spanning paper crafts (origami, folding, painting), fabric and wool crafts (sewing, felting, weaving, crocheting, macramé), wood crafts, stamping and die-cutting, modelling, painting supplies, and porcelain painting. Includes seasonal categories for Easter, summer, autumn, Christmas, and carnival.
• Schulfächer (School Subjects) Subject-specific teaching materials covering biology (cultivation sets, insects, plants, human biology, nature observation), physics (forces, magnetism, light, sound, astronomy, electricity/renewable energy), chemistry, mathematics, geography, and digital media (teaching films, interactive exercises, children's programming, charts).
• Bürobedarf (Office Supplies) Office and classroom supplies including folders, binders, pens, laminating sheets, magnets (holding magnets, magnetic tape, magnetic discs), presentation tools (moderation cards, whiteboards, markers), stamps and stickers, and timers.
• Taschen (Bags) Bag and carrier products including shoulder and tote bags, backpacks, trolleys, and accessories.
• Digitales Unterrichtsmaterial (Digital Teaching Materials) Digital educational content including interactive exercises for whiteboards and projectors, instructional videos, extensive accompanying materials, and decorative teaching charts for use in kindergarten, primary, and secondary education.
• KARLY Glücksfunken Emotional education sub-brand featuring plush toys, card sets, notebooks, motivational tattoos, a storybook, activity books, and a KITA-Heldenbox (kindergarten hero box) focused on child wellbeing and emotional development.
• Foto-Solarpapier (Photo Solar Paper) Specialty paper enabling one of the oldest photographic printing processes (cyanotype/cyanography) for creating blueprint-style prints using sunlight. Suitable for school use from age 6+ with adult supervision, and age 8+ independently. Used in art, chemistry, and physics classes.
• Bastelset Nistkasten (Birdhouse Craft Set) DIY birdhouse construction kit made from FSC-certified wood, including hammer, nails, and wood glue. Designed for children age 6+ and compatible with small bird species such as titmice, sparrows, and flycatchers.
• Umwelt & Nachhaltigkeit Bastelsets (Environment & Sustainability Craft Sets) Eco-themed craft and science kits including solar-powered vehicles (Solar-Flitzer, Solar-Rennwagen), solar starter sets, UV bead sets, upcycling projects (sailboat, cardboard buildings), bee hotel kits, bird feeder sets, flower presses, and environmentally-friendly art supplies.

Quantifiable outcome

• Average customer rating of 4.7 out of 5 stars across products
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• TimeTEXminorChannel Partner/ Reseller/ DistributorTimeTEX operates a dedicated Swiss e-commerce shop (timetex.ch) for Hagemann products, serving customers in Switzerland and non-EU countries. This partnership enables Hagemann to reach customers in markets outside its direct shipping region.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Regional players

• Slinkach / Weber Schulbedarf: Regional German educational supply retailers (e.g., Weber Schulbedarf, Slinkach) serve similar B2B school procurement markets with comparable craft supplies and classroom materials — comparable product overlap but typically smaller geographic footprint than Hagemann's DACH+EU reach.

Emerging players

• Nienhuis Montessori: Nienhuis is a specialist Montessori materials manufacturer and distributor serving schools and kindergartens globally. It directly overlaps with Hagemann's Montessori Material category but focuses exclusively on the Montessori niche rather than the broader educational catalog.
• Lehrer-Online (Friedrich Verlag): Lehrer-Online is a German digital teacher resource platform offering worksheets, lesson plans, and digital teaching materials — overlapping with Hagemann's Digitales Unterrichtsmaterial category and serving the same teacher customer segment, but as a digital-first alternative to physical materials.

Direct peers

• TimeTEX: TimeTEX is a German educational supplies retailer and Hagemann's Swiss distribution partner, offering overlapping catalogs of learning materials, craft supplies, and teacher resources — comparable in target customers, channel model, and product breadth.
• Wissner aktiv lernen: Wissner is a German educational materials manufacturer/retailer focused on Montessori-compatible learning materials, teaching aids, and classroom supplies — overlapping with Hagemann's Spielen & Lernen and Montessori Material categories.
• Conatex didactic: Conatex is a German supplier of science education equipment, experiment kits, and laboratory materials for schools — directly comparable to Hagemann's Forscher-Werkstatt science experiment line in both products and target customer (STEM teachers and educational institutions).
• Betzold: Betzold is a German mail-order and online retailer of educational supplies, teaching materials, and classroom resources — directly comparable to Hagemann in product mix (Montessori materials, craft supplies, learning games), customer base (schools, kindergartens, parents), and direct-to-consumer shipping model.

Broad incumbents

• Cornelsen Verlag: Cornelsen is one of Germany's largest educational publishers, offering textbooks, digital learning platforms, and teaching materials across all school subjects. It overlaps with Hagemann's Schulfächer category but operates at much larger scale across a broader product portfolio.
• Klett Gruppe: Klett is a large German educational publisher with school books, digital learning platforms, and teacher resources — overlapping with Hagemann's Schulfächer and digital teaching materials categories while serving a much broader institutional customer base.
• Westermann Gruppe: Westermann Gruppe is a major German educational media group encompassing publishers (Schroedel, Diesterweg, Westermann) plus the Schoolix retail platform. It serves the same B2B school market as Hagemann but with significantly broader scope including textbooks and digital content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/hagemann
• Facebookfacebook.com/hagemannbildungsmedien

Revenue estimate

Valuation estimate

Number of profiles

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 Hagemann