What Erstling does

Erstling GmbH is a Berlin-headquartered B2B distributor and specialist retailer of educational furniture, equipment, and IT/media technology, serving Kitas (kindergartens/daycare), primary and secondary schools, universities, and public institutions across Germany. The company operates as a wholly-owned subsidiary (Tochterunternehmen) of Soennecken eG, a German purchasing cooperative serving the office and education supply sector, and was founded in 1972 (firmographic record) with continuous operation noted through 2025.

Its product portfolio spans student tables, ergonomic chairs (DIN ISO 5970 compliant), classroom cabinets, traditional and interactive whiteboards, large-format interactive touch displays (55–98 inches, multi-touch 4K, Android EDLA / Windows OPS), tablets, learning media, creative play materials, and office supplies sourced from third-party manufacturers including Promethean, BenQ, SMART, Newline, Speechi, Conen, and Jakob Maul. Erstling does not develop proprietary core technology; its operational platform is a Shopware-based e-commerce storefront with product configurators, account management, and ordering functionality at erstling.de, supported by a nationwide service network (bundesweites Servicenetz) of in-house technicians and partner installers for delivery, assembly, and after-sales service.

Revenue is generated through one-time product sales with tiered volume discounts, list pricing on the e-commerce platform, and bespoke project pricing (Projektpreise) for institutional buyers, with invoice payment (auf Rechnung) available to schools and public-sector customers. GTM is sales-led and B2B-focused, combining direct account management via phone, email, and contact form, with e-commerce catalog ordering. The company is actively expanding — a B2C consumer shop is under development, and product bundles are being aligned with federal education funding programs (Startchancenprogramm, Digitalpakt 2.0). Certifications held include ISO 9001:2015, DIQZ Produktzertifizierung PZ 14013226, and climate-neutral company status.

Name

Erstling

Legal name

Erstling GmbH

Website

https://erstling.de

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Erstling GmbH is a Berlin-based B2B distributor of educational furniture, classroom equipment, and IT/media technology, serving Kitas, schools, universities, and public institutions across Germany as a subsidiary of the Soennecken eG cooperative.

Ownership category

akta.pro rank

Product category

Educational Furniture and Equipment Distribution

NAICS

Office Supplies and Stationery Retailers (45941), Electronics and Appliance Retailers (4492)

SIC

Retail-Furniture Stores (5712), Wholesale-Misc Durable Goods (5090)

akta.pro primary industry

Office, School & Business Supplies Marketplaces (CRAFABAM)

akta.pro secondary industries

Office Supplies, IT & Workplace Procurement Marketplaces (CRAFAHAF), Office Furniture & Workspace Accessories Retail (CRALABAE)

Keywords

• Educational furniture supply
• School equipment distribution
• Classroom furniture
• Interactive display solutions
• Kindergarten school furnishings

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Furniture & Equipment): Erstling generates revenue through the direct sale of educational furniture, equipment, and supplies to Kitas, schools, universities, and public institutions. Products include Schülertische, Schülerstühle, Klassenschränke, Schultafeln, interactive displays, and learning materials. Pricing is product-specific with tiered volume discounts, and prices are listed publicly on the e-commerce platform for many items.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Erstling is a B2B specialist distributor supplying furniture, IT/media technology, learning materials, and educational equipment to Kitas, schools, universities, and public institutions in Germany. The company curates and resells third-party branded products across categories such as student tables, chairs, classroom cabinets, school boards, interactive displays, tablets, projectors, books, and creative play equipment, complemented by nationwide delivery, installation, and project coordination services.

Product overview

Erstling is a B2B supplier of furniture and educational equipment for kindergartens, schools, universities, and public institutions in Germany, operating as a subsidiary of Soennecken eG. The company offers a comprehensive product portfolio organized into distinct categories: Furniture & Equipment (including student tables, chairs, classroom cabinets, and school boards), IT & Media Technology (interactive displays, tablets, audio equipment, projectors), Teaching & Learning Aids, Books & Learning Media, Creative Play & Learning, and Office Supplies. The core products include interactive touch-screen displays (55"-98") with multi-touch capability (40-50 points), traditional school boards (whiteboards, green boards, flipcharts, pylon boards), ergonomic student furniture compliant with DIN ISO 5970 standards (height-adjustable desks, chairs in sizes 0-7), and classroom storage solutions. Products are sourced from multiple manufacturers including BenQ, SMART, Newline, Speechi, Promethean, and i3Connect for technology products, with furniture from brands like Conen, Crefo Factoring/Mirplay, Jakob Maul, and others. The company provides complementary services including room planning, training, technical support, and nationwide delivery and installation.

Differentiator

Problem solved

Functional benefit

Products and services

• Interactive Displays Large-format touchscreen displays (55–98 inches) serving as digital whiteboards for classrooms, with multi-touch (40–50 simultaneous touch points), 4K resolution, and integrated whiteboard software, available with Android 13/14 EDLA or Windows OPS options.
• School Boards (Schultafeln) Traditional and modern school boards including whiteboards, green wall boards, blue boards, flip charts, pin boards, fabric boards, folding boards, sliding boards, pylon boards, mobile boards, and endless boards in various sizes and configurations with steel enamel or whiteboard surfaces.
• Student Tables (Schülertische) Height-adjustable student desks available as single and double desk models with C-frame, L-form, T-form, and central column designs, compliant with DIN ISO 5970 standards, featuring melamine-resin-coated tabletops with ABS or PU edge protection.
• Student Chairs (Schülerstühle) Ergonomic school chairs in multiple configurations including cantilever/sprung chairs, double-U-foot, U-foot, H-foot, and T-foot models, compliant with DIN ISO 5970 (sizes 0–7), available in plastic, wood, or air-cushion materials with GS/TÜV certification.
• Classroom Cabinets (Klassenschränke) Classroom storage cabinets including tall cabinets with swing doors, cabinet base and top units, combination cabinets, and mobile units, made with melamine-resin-coated panels (E1 emission class) with GS/TÜV certification.
• Teacher Chairs (Lehrerstühle) Office and classroom chairs designed for teachers, including cantilever chair models with 46 cm seat height, featuring table surface and stacking protectors.
• Flipcharts Presentation boards including mobile and stationary flipcharts with magnetic surfaces, tilting and lockable writing surfaces, available with various paper holder configurations and height adjustment options.
• IT & Media Technology Portfolio Complete IT and media technology portfolio including tablets, accessories, notebooks & PCs, audio technology, PureLink cables, software & licenses, school projectors, TV technology, laminating machines, document shredders, and cutting machines.
• Books & Learning Media Educational books and learning media materials for educational institutions.
• Teaching & Learning Aids (Lehr- & Lernmittel) Teaching and learning materials and aids for educational settings.
• Creative Play & Learning (Kreatives Spiel & Lernen) Creative and play-based learning materials and equipment for educational institutions.
• Furniture & Equipment (Möbel & Ausstattung) Comprehensive furniture and equipment for kindergartens and schools including shelves, cabinets, tables, chairs, school boards, wall panels, offices, small furniture, EDV furniture, moderation equipment, seating solutions, school carts, display cases, wardrobes, music cabinets, TV furniture, and accessories.

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Soennecken eGcoreStrategic or Co-development PartnerErstling is explicitly described as a proud subsidiary (Tochterunternehmen) and part of the Soennecken eG community. Soennecken eG is a large purchasing cooperative (Einkaufsgenossenschaft) serving office supply and educational equipment dealers in Germany. This parent-subsidiary relationship provides Erstling with collective purchasing power, shared brand reputation, and access to an established network within the educational and office supply sector.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Betzold: Betzold is a German B2B specialist retailer/distributor of educational supplies, learning materials, and school equipment targeting Kitas, schools, and educators. Directly comparable to Erstling in vertical focus (kindergarten + K-12), customer base, and B2B procurement model.
• Hagemann: Hagemann is a long-established German B2B supplier of educational materials, learning aids, and teaching resources for schools and educational institutions. Comparable to Erstling's 'Lehr- & Lernmittel' and 'Bücher & Lernmedien' categories, serving the same institutional customers.
• AAP Lehrerwelt (formerly Auer Verlag / Persen): AAP Lehrerwelt is a German specialist provider of teaching materials, educational books, and classroom resources aimed at schools and educators in the DACH region. Overlaps with Erstling's learning-materials and books category within the same institutional procurement channel.

Emerging players

• Büro Discount GmbH: Büro Discount is a German B2B and B2C online retailer of office supplies and furniture for SMB and home-office customers. It overlaps with Erstling on office and stationery categories but with a less educational-institution focus.
• VS Vereinigte Spezialmöbelfabriken: VS is a German manufacturer of school and educational furniture (chairs, tables, classroom systems) supplying institutional buyers directly. It is adjacent to Erstling on the supply side — Erstling resells comparable product categories — making it both a supplier and partial substitute for institutional procurement.

Others

• Soennecken eG: Soennecken eG is the parent purchasing cooperative and strategic partner of Erstling, serving office and educational-equipment dealers across Germany. Included as an ecosystem participant that defines Erstling's cooperative supply backbone rather than a competitor.
• Conen Produkte: Conen is a German manufacturer of educational furniture and school equipment (whiteboards, pinboards, mobile boards, pylon systems) whose products Erstling resells. Listed as an upstream supplier/ecosystem participant rather than a direct competitor.

Broad incumbents

• OTTO Office: OTTO Office is a German B2B office-supplies and furniture distributor serving SMBs, public institutions, and schools. Comparable in catalog breadth and B2B school-channel reach, but Erstling is more vertically specialized in educational furniture and media technology.
• Lyreco Deutschland: Lyreco is a large multinational B2B distributor of office supplies, workplace products, and facility solutions operating across Europe. It serves corporate and public-sector customers in Germany with a much broader portfolio than Erstling but overlaps on office supplies and school/administrative procurement.
• Staples Deutschland: Staples is a major office-products retailer and B2B supplier operating in Germany. It competes with Erstling on office and stationery supplies for institutional buyers but lacks Erstling's depth in classroom furniture and educational media technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/erstling

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 Erstling