EM Group

What EM Group does

EM Group (erwin müller group) is a privately held German holding company headquartered in Wertingen, Germany, founded in 1987 by Erwin Müller originally as Hotelwäsche Erwin Müller with four employees. The group operates across four business segments: hospitality supplies via its core subsidiary LUSINI Group, real estate development via Erwin Müller Real Estate GmbH, digital solutions via Lokbest and SUITEe, and equity investments in hospitality startups. Ownership and control remain concentrated with founder Erwin Müller, who continues to serve as the group's representative; no external institutional investors or public shareholders are disclosed in source materials.

The group's revenue engine is LUSINI, a B2B e-commerce platform serving European hotels and restaurants with over 40,000 non-food hospitality articles (textiles, equipment, and operating supplies). LUSINI distributes both third-party premium hospitality brands and four proprietary brands — VEGA, ERWIN M., JOBELINE, and PULSIVA — and operates 14 international locations with approximately 650 employees. The complementary digital subsidiaries include Lokbest, a direct-marketing solution for regional businesses, and SUITEe, a smart booking and operating app for hotel stays. The group's go-to-market is sales-led, targeting enterprise hospitality buyers across Europe, with revenue described as subscription/recurring for the supplies business; pricing is not publicly disclosed. No proprietary technology, patents, certifications, or AI capabilities are disclosed across the portfolio.

Name

EM Group

Legal name

erwin müller group

Website

https://em-group.de

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

501–1,000 employees

Short description

EM Group is a privately held German holding company operating LUSINI, a B2B e-commerce platform supplying 40,000+ non-food hospitality articles to European hotels and restaurants, alongside real estate, digital startup, and hospitality investment subsidiaries.

Ownership category

akta.pro rank

Product category

Hospitality Supplies

NAICS

Lessors of Nonresidential Buildings (except Miniwarehouses) (531120)

SIC

Wholesale-Furniture & Home Furnishings (5020), Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Foodservice & Hospitality Supply Marketplaces (CRAFAHAE)

Keywords

• Hospitality supplies
• Hotel equipment distribution
• Restaurant non-food supplies
• B2B hospitality e-commerce
• Hospitality textiles

Headquarters

HQ city

Wertingen

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hospitality supplies (B2B e-commerce): LUSINI Group generates revenue through B2B e-commerce sales of hotel and restaurant supplies (non-food) including textiles, equipment, and own brands (VEGA, ERWIN M., JOBELINE, PULSIVA) to European hospitality businesses.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

EM Group operates the LUSINI Group B2B e-commerce platform, supplying over 40,000 non-food hospitality articles (textiles, equipment, kitchenware, and own brands VEGA, ERWIN M., JOBELINE, PULSIVA) to European hotels and restaurants. The group also pursues real estate development through Erwin Müller Real Estate GmbH, operates digital startups (Lokbest for local direct marketing and SUITEe for hotel booking/operations), and holds equity investments in hospitality startups.

Product overview

EM Group (erwin müller group) is a diversified holding company operating across multiple business areas: Hospitality (via Lusini Group), Real Estate (via Erwin Müller Real Estate GmbH), and Startups (via Lokbest and SUITEe). The group develops ideas into successful companies, with Lusini serving as a B2B e-commerce platform offering over 40,000 hospitality supply articles through multiple brands (VEGA, ERWIN M., JOBELINE, PULSIVA), while the startup portfolio includes digital solutions for direct marketing (Lokbest) and hotel management (SUITEe).

Differentiator

Problem solved

Functional benefit

Brands

• VEGA: Own brand of hospitality equipment
• ERWIN M.
• JOBELINE
• PULSIVA

Products and services

• LUSINI Group (B2B hospitality supplies e-commerce) B2B e-commerce platform serving as one of Europe's leading non-food hotel and restaurant suppliers, offering over 40,000 articles from premium hospitality brands alongside four proprietary own brands (VEGA, ERWIN M., JOBELINE, PULSIVA). Designed for European hospitality operators seeking consolidated non-food supply sourcing.
• Erwin Müller Real Estate GmbH Real estate development and management company delivering architecturally sophisticated building design with high-quality execution and professional property management, supporting future-proof projects with social and ecological responsibility.
• Lokbest Digital direct-marketing solution enabling regional businesses to find and sell local products directly to consumers through a digital storefront platform.
• SUITEe Smart hotel booking and operating concept delivered via mobile app, enabling guests to organize their entire hotel stay digitally with regional, decentralized, and 100% digital booking and service management.

Named customers1 record

Segments1 record

Ideal customer profiles2 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.

• Numerous premium hospitality brandsminorOthersLUSINI partners with numerous well-known premium hospitality brands to offer their products alongside own brands (VEGA, ERWIN M., JOBELINE, PULSIVA) in its online platform serving the European hospitality market.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Lyreco: European B2B distributor of workplace, hospitality, and cleaning supplies. Competes with parts of LUSINI's assortment and has comparable pan-European logistics footprint.
• Bunzl plc: Global B2B distribution group supplying hospitality, foodservice, and janitorial products across Europe and North America. Comparable non-food assortment breadth and multi-country customer base.
• Booker Group: UK cash-and-carry and delivered wholesale operator (Tesco subsidiary) serving independent caterers and hospitality businesses. Adjacent competitor to LUSINI on B2B foodservice supply.
• Sysco Corporation: Global foodservice distribution leader with European operations (Brake Bros). Competes with EM Group at the broad foodservice/hospitality wholesale level, though less specialized in non-food hotel supplies.

Direct peers

• Transgourmet Deutschland: DACH-focused B2B foodservice and cash-and-carry operator owned by Coop Group. Overlaps with LUSINI on hospitality supply, especially for restaurant and hotel customers in Germany and Switzerland.
• METRO AG: Major European B2B wholesaler and foodservice/hospitality supplier with multi-country operations. Directly comparable to LUSINI in B2B hospitality supply at much larger scale.
• CHEFS CULINAR: German-headquartered B2B foodservice and hospitality supplies distributor with broad non-food assortment. Closest head-to-head competitor to LUSINI in the DACH region.
• Nisbets: UK-based specialist supplier of catering equipment, hotel supplies, and tabletop products. Directly comparable to LUSINI in non-food hospitality equipment, with strong European online distribution.
• Lockhart Catering Equipment: UK hospitality equipment and consumables supplier offering own-brand and third-party ranges. Overlaps with LUSINI on B2B non-food hotel and restaurant supplies across European markets.

Others

• ED. ZÜBLIN AG: Major German construction and real estate developer. Relevant peer only for EM Group's Erwin Müller Real Estate subsidiary, not the core hospitality supply business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/erwinmuellergroup
• Instagraminstagram.com/erwinmuellergroup
• LinkedInlinkedin.com/company/erwin-mueller-group
• Pinterestpinterest.com/erwinmuellergroup
• YouTubeyoutube.com/erwinmuellergroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 EM Group