Amphibian

What Amphibian does

LURCH AG (operating under the brand LURCH) is a family-owned German kitchen products company founded in 1995 in Harsum near Hildesheim. The company designs, develops and sells a broad range of premium kitchen tools, baking molds, to-go containers and bar accessories, with all product development and operations housed at its Hildesheim headquarters. Its portfolio centers on the Flexi®Form platinum-silicone baking-mold line (the first platinum-silicone baking mold launched in Germany), TANGO and Smart Tools kitchen utensils, RazorTech acid-etched graters and slicers, BASE & SOUL manual kitchen machines, double-wall vacuum-insulated stainless steel drinkware, ICE FORMER silicone ice molds, and Terra Nova recycled ceramic stoneware. Sub-brands include Little LURCH (children's tableware), Mein Deckel (silicone glass covers) and Flexi Starter (junior baking). Differentiating technologies include 100% Premium-Platinum-Silicone formulations, the RazorTech acid-etching process (in production since 2002), UV ProTech surface treatment, and double-wall vacuum insulation (12h hot / 24h cold). The company operates without electrical products in its core range, emphasizing manual, durable, food-safe designs certified BPA-, PFAS- and PTFE-free with warranties up to 15 years. Lurch's commercial model is dual-channel: direct-to-consumer via its lurch.de e-commerce storefront at unit prices ranging from approximately €8.99 to €49.90, complemented by a B2B dealer portal at b2b.lurch.de that supplies retailers with seasonal marketing materials, shelf displays and online advertising support. The company is privately held, family-run with approximately 45 employees, and serves the DACH and broader EU markets with no disclosed external funding.

Name

Amphibian

Legal name

LURCH AG

Website

https://lurch.de

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

LURCH AG is a family-owned German kitchen products company (founded 1995, ~45 employees, Hildesheim) that designs and sells premium baking molds, kitchen tools, to-go containers and bar accessories directly to consumers via lurch.de and to retailers via its B2B dealer portal, anchored by proprietary Platinum-Silicone and RazorTech etching technologies.

Ownership category

akta.pro rank

Product category

Kitchen Products

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Cutlery, Handtools & General Hardware (3420)

akta.pro industry

PRIMARYCRACADAB

Kitchen Gadgets & Tools Retail

Consumer Products & Retail/Consumer Electronics & Appliances Retail/Small Appliance & Kitchen Gadget Retail

SECONDARYCRACADAA

Kitchen Countertop Appliances Retail

Consumer Products & Retail/Consumer Electronics & Appliances Retail/Small Appliance & Kitchen Gadget Retail

SECONDARYCRACADAD

Food Prep Appliances Retail (Blenders, Mixers, Processors)

Consumer Products & Retail/Consumer Electronics & Appliances Retail/Small Appliance & Kitchen Gadget Retail

Keywords

• Kitchen utensils
• Silicone bakeware
• Insulated bottles
• Bar accessories
• Manual kitchen tools

Headquarters

HQ city

Hildesheim

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Product Sales (B2C): Direct-to-consumer sales of kitchen helpers, baking molds, To-Go products, and bar accessories through the LURCH online shop. Products sold at various price points ranging from approximately 8.99€ to 49.90€.
2. B2B/Retailer Sales: Wholesale and bulk sales to retailers through the B2B portal where dealers can order at individual conditions. Includes dealer portal access with full product range at negotiated pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

LURCH (Amphibian's operating subsidiary LURCH AG) designs, develops, manufactures, and sells premium kitchen products including silicone baking molds, kitchen tools, stainless steel insulated bottles and cups, bar accessories, and manual food preparation devices. The company sells directly to consumers via its lurch.de online shop and to retailers through a dedicated B2B dealer portal (b2b.lurch.de). Product categories span cooking, baking, to-go food storage, and bar accessories, with emphasis on durable, sustainable materials such as 100% Premium-Platinum-Silicone and 18/8 stainless steel.

Product overview

LURCH is a family-owned German kitchen products company based in Hildesheim, founded in 1995, offering a comprehensive portfolio of kitchen tools, baking products, and to-go containers. The product range centers on Flexi®Form premium platinum-silicone baking molds as the flagship line, complemented by TANGO kitchen tools, Smart Tools with nylon cores, RazorTech acid-etched graters, and BASE & SOUL manual kitchen machines. The TO-GO line features stainless steel insulated bottles and cups with double-wall vacuum insulation, while the Bar collection includes cocktail equipment and ICE FORMER ice cube trays. Specialty lines include Little LURCH children's tableware and Terra Nova recycled ceramic stoneware. All products emphasize sustainability, quality materials (BPA, PFAS, PTFE-free silicone; 18/8 stainless steel), and durability with warranties up to 15 years. The company operates without electricity-dependent products, focusing on manual mechanical designs.

Differentiator

Problem solved

Functional benefit

Brands

• FLEXI®Form: Premium platinum silicone baking molds - the original silicone baking form brand in Germany
• RazorTech
• Terra Nova
• Mein Deckel
• Little Lurch
• BASE & SOUL
• ICE FORMER
• TANGO
• Smart Tools

Products and services

• Flexi®Form Silicone Baking Molds Premium platinum-silicone baking molds that are flexible, non-stick, and space-saving. The flagship FlexiForm brand covers cake pans, bread forms, muffin tins, tart molds, Christmas forms, mini forms, airfryer forms, and burger/hotdog forms.
• TANGO Kitchen Tools Ergonomic kitchen tools featuring brushed stainless steel combined with premium plastic. Includes tongs, whisks, spatulas, peelers, knives, and mills with the TANGO handle design.
• Smart Tools

Quantifiable outcome

• 15 years warranty on Flexi®Form silicone baking molds
• +2 more outcomes

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

Feature4 records

Partnerships

One partnership is on record.

• Tim MälzercoreStrategic or Co-development Partner · 1 January 1995Launch of LURCH All-In-One kitchen tongs in collaboration with celebrity chef Tim Mälzer. This represents a significant co-development partnership leveraging the chef's expertise in kitchen tools.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Westmark: German family-run kitchen tools maker producing manual gadgets, peelers and prep tools. Direct comparable on geography, product category (manual non-electric kitchen helpers), and mid-market German brand positioning.
• Gefu: German kitchen gadgets specialist offering graters, spiralizers, peelers and prep tools. Closely comparable to LURCH in product mix (manual kitchen helpers), DACH-centric distribution, and premium-positioned German engineering branding.
• Silikomart: Italian silicone bakeware and molds specialist. Direct comparable to LURCH's Flexi®Form line on product (platinum silicone baking molds), professional 'Gastro' segment presence, and premium European brand positioning.
• Rösle: German premium kitchen tools and grill accessories maker. Direct comparable on DACH premium kitchen-gadgets positioning, manual prep tools (graters, peelers, tongs), and stainless-steel craftsmanship.
• OXO: US-based kitchen gadgets and tools brand with strong D2C and retail presence. Comparable on category (peelers, graters, tongs, prep tools) and emphasis on ergonomic, durable design; significantly larger scale than LURCH.
• Mastrad: French design-led kitchen tools and gadgets company with silicone utensils, thermometers and prep tools. Comparable on European premium design positioning, silicone cookware category, and SME scale.
• Joseph Joseph: UK-based design-driven kitchen tools and gadgets brand with broad range of prep tools, storage and bar accessories. Comparable on product category overlap (silicone tools, graters, bar accessories) and premium direct-to-consumer positioning, though broader international reach.

Broad incumbents

• KitchenAid: Iconic major and small kitchen appliance brand owned by Whirlpool. Comparable on premium kitchen-tools brand and accessory ecosystem, but focuses on electric appliances whereas LURCH is manual/non-electric.
• Le Creuset: Global premium cookware and bakeware brand with broader cast-iron and stoneware portfolio. Comparable on premium European bakeware positioning and brand pricing power, but far larger and broader in category scope.

Regional players

• Tala (Kitchenware): UK heritage baking tools brand with cake tins, cutters and bakeware. Comparable on premium baking-tools category, but primarily UK-distributed and does not directly compete in DACH geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance5 records

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 Amphibian