What MICHEL does

Schwaneberger Verlag GmbH, operating under the MICHEL brand, is a German philatelic reference publisher headquartered in Germering, Germany. The company produces the MICHEL catalog series — the dominant German-language stamp catalog system with a publication history spanning over 90 years and reaching its 113th edition in 2026 — covering stamps from Germany, Europe (16 specialized volumes), and Overseas territories (21 volumes). The core technology asset is the MICHEL-Online database, a subscription-based web platform delivering weekly-updated stamp identification, valuation, and catalog data, complemented by MICHELsoft desktop software, E-Books, and the MICHEL-Rundschau magazine.

The company serves a dual-segment customer base: individual stamp collectors (hobbyists ranging from beginners to advanced collectors) and professional philatelic dealers/auction houses, supplemented by philatelic clubs and educational institutions. Its MICHEL-Nummer numbering system is the de facto industry standard for stamp identification worldwide, creating entrenched reference adoption. The MICHEL-Club membership program and society partnerships with organizations such as the American Philatelic Society (APS) and Bund Deutscher Philatelisten (BDPh) provide discounted subscription channels.

MICHEL generates revenue through a mix of recurring subscriptions (MICHEL-Online Standard/Premium/Premium Plus, magazine, club memberships) and one-time license sales (print catalogs, desktop software, E-Books). Distribution is direct-to-consumer via the shop.briefmarken.de e-commerce platform, with fulfillment handled by Müller lila Logistik and digital infrastructure hosted by 1&1 Internet SE. Payment processing runs through PayPal and Computop. No external funding, acquisitions, or institutional investment were identified; the company is privately held by Managing Director Hans W. Hohenester.

Name

MICHEL

Legal name

Schwaneberger Verlag GmbH

Website

https://briefmarken.de

Company type

Private

Founded year

1910

Operating status

Operating

Headcount range

11–50 employees

Short description

MICHEL (Schwaneberger Verlag GmbH) is a German philatelic publisher producing the leading MICHEL stamp catalog series, MICHEL-Online database subscription, MICHELsoft software, and accessories for stamp collectors and professional dealers worldwide.

Ownership category

akta.pro rank

Product category

Philatelic Reference Publishing

NAICS

Periodical Publishers (51312), Other Publishers (51319), Book Retailers and News Dealers (45921)

SIC

Books: Publishing Or Publishing & Printing (2731), Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Hardcover & Premium Editions Publishing (MPAJAAAE)

Keywords

• Philatelic reference catalogs
• Stamp catalog publishing
• Stamp valuation database
• Collection management software
• Numismatic publications

Headquarters

HQ city

Germering

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. MICHEL-Online Subscriptions: Annual subscription model for access to the online database. Tiered pricing from Standard to Premium Plus. Includes discounts for philatelic society members (10% off). Extended to indefinite term after initial year with one-month cancellation notice.
2. Print Catalogs and Books: Sale of physical philatelic reference catalogs including Germany, Europe, Overseas specialized volumes. Pricing ranges from EUR 20-104 per volume with multi-volume sets available.
3. Software Products: Sale of MICHELsoft stamp management software including full versions and update data packs. Software for collection management, album creation, and perforation measurement.
4. Club Memberships: MICHEL-Club and MICHEL-Club Exklusiv memberships offering benefits including free shipping, reduced prices, and exclusive products.
5. Magazine Subscriptions: MICHEL-Rundschau periodical subscription for professional philatelists, delivered monthly or as trial issues.
6. E-Books and Digital Libraries: Sale of electronic books accessible through the MICHEL-Online Library for 5 years from activation, covering Germany, Europe, Overseas and specialized topics.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

MICHEL publishes and sells comprehensive philatelic reference catalogs (print and digital) covering Germany, Europe (16 volumes), and Overseas (21 volumes), with weekly data updates for valuation and identification. The company also provides the MICHEL-Online subscription database, MICHELsoft desktop collection management software, the MICHEL-Rundschau philatelic magazine, and the MICHEL-Club membership program with benefits like free shipping and discounted pricing. Additional offerings include numismatic Coinbook software, reference handbooks, and philatelic accessories such as watermark finders and precision measurement tools.

Product overview

MICHEL is a comprehensive philatelic publishing brand operated by Schwaneberger Verlag GmbH, offering a multi-format catalog and reference ecosystem for stamp and coin collectors. The portfolio centers on the MICHEL catalog series — the standard German-language stamp catalog — available as printed books, E-Books, and the MICHEL-Online web database subscription (with Standard, Premium, and Premium Plus tiers). MICHEL-Online provides weekly data updates and collection management tools. Desktop software (MICHELsoft) enables local stamp management with catalog data. The MICHEL-Rundschau is a philatelic magazine covering news and expert analysis. Collector support includes the MICHEL-Club and MICHEL-Club Exklusiv membership programs offering free shipping and discounts. The company also sells philatelic accessories including SAFE-brand tools (watermark finders, magnifiers, precision measuring instruments) and album/blank-page products. Coin catalogs and Coinbook software round out the numismatic offering.

Differentiator

Problem solved

Functional benefit

Products and services

• MICHEL-Online Web-based online database subscription providing access to MICHEL stamp catalog data for Germany, Europe, and Overseas regions, with weekly data updates, search functionality, enlarged images (up to 400%), personal notes, up to 1000 saved lists, and E-Book library access. Available in Standard, Premium, and Premium Plus tiers. Targeted at individual collectors and professional dealers.
• MICHELsoft Briefmarken Deutschland (Version 12) Desktop stamp management software for German stamps containing MICHEL-Deutschland catalog data with over 14,000 color illustrations, plus program version and current data. Includes album design and perforation measurement modules. Targeted at serious stamp collectors needing offline management.
• MICHEL-Rundschau Philatelic magazine covering news, expert articles, and MICHEL catalog updates for professional and serious collectors. Available as annual subscription (EUR 27.80 in Germany, EUR 39.00 international) or free for Club members.
• MICHEL-Club Membership Annual collector membership program offering benefits including free standard shipping, discounted international shipping, free trial issues of MICHEL-Rundschau, exclusive member pricing, and early access to premium products.
• MICHEL-Club Exklusiv Premium tier of the MICHEL-Club membership (EUR 49.00 annually) offering enhanced exclusive benefits, free shipping on all orders, priority access to exclusive products and services beyond the standard MICHEL-Club.
• Münzsoftware Coinbook Classic Coin collection management software with country-specific cataloging modules for Germany, EU, USA, Austria, and Switzerland, enabling numismatists to catalog and value coin collections. Priced EUR 35-100 depending on included modules.
• MICHEL Deutschland Catalog (113th Edition, 2026/2027) Standard German stamp catalog covering all German stamp-issuing areas from Old German States through the Federal Republic of Germany. 113th edition published July 2026. Serves as the primary reference for German stamps worldwide.
• Deutschland-Spezial 2026 Band 2 Specialized German stamp catalog covering the period May 1945 to 1990, including local issues, Soviet zone, DDR, Berlin West, Allied occupation zones, and Saarland. 56th edition published April 2026.
• Mittelmeerländer 2024/2025 (E 9) Regional European catalog covering Mediterranean countries including Gibraltar, Malta, Turkey, Turkish Cyprus, and Cyprus. Part of the 16-volume MICHEL Europa series.
• Großbritannien-Spezial 2022/2023 Specialized catalog covering British Isles stamps from 1840–2022, including the Machin series, booklet panes, decimal coinage, and regional territories. 12th edition.
• Südamerika 2023 (Ü 3.2) Band 2 K–Z Overseas regional catalog covering South American countries from K–Z including Colombia, Paraguay, Peru, Suriname, Uruguay, and Venezuela. 42nd edition. Part of the 21-volume MICHEL Übersee series.
• Südafrika 2024/2025 (ÜK 6.2) Overseas regional catalog covering Southern African countries and British Overseas Territories including Ascension, Botswana, Namibia, South Africa, and Tristan da Cunha. 41st edition.
• Briefe Deutschland 2023/2024 Band 2 (Ab 1945) Specialized catalog providing stamp-on-letter valuations for German post-WWII areas, covering Allied occupation, DDR, Berlin West, and Federal Republic.
• MICHEL-Farbfächer Kompakt Color fan guide with 360 color swatches enabling precise stamp color identification and matching using the MICHEL color coding system. A reference tool for philatelists.
• Präzisions-Fadenzähler (Precision Thread Counter) SAFE-brand precision thread counter with 10x magnification, LED illumination, and precise scale in the base for measuring philatelic perforation features.
• Signoscope T3 - Wasserzeichenfinder und Prüfgerät SAFE Signoscope T3 optical-electronic watermark finder and stamp examination device with 8 selectable LED light colors, dimmable, for detecting watermarks, repairs, and paper irregularities.

Quantifiable outcome

• 113 editions of MICHEL Deutschland catalog published continuously
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Müller - Die lila Logistik Fulfillment Solutions GmbH & Co. KGcoreOthersPrimary fulfillment partner handling customer data management, warehousing, and order delivery operations from their facility in Blaufelden, Germany. Manages the complete logistics chain for physical product shipments.
• PayPal (Europe) S.à.r.l. & Cie, S.C.A.minorOthersPayment processing partner for online transactions, enabling PayPal payments for e-commerce purchases.
• Computop Wirtschaftsinformatik GmbHminorOthersPayment service provider handling credit card transaction processing for the MICHEL online shop.
• American Philatelic Society (APS)minorChannel Partner/ Reseller/ DistributorAPS members receive a 10% discount on MICHEL-Online subscriptions as part of a partnership arrangement between the publisher and the philatelic society.
• Bund Deutscher Philatelisten e.V. (BDPh)minorChannel Partner/ Reseller/ DistributorBDPh members receive a 10% discount on MICHEL-Online subscriptions as part of the partnership program for German philatelic society members.
• 1 & 1 Internet SEminorOthersWeb hosting provider for MICHEL online platforms and e-commerce infrastructure.
• Gerber Media ServiceminorOthersIT services provider supporting the company website, online shop, and custom software development.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Heritage Auctions: Large U.S.-based collectibles auction house with a significant philatelic division serving stamp collectors and dealers. Comparable on customer base (serious collectors and dealers who depend on reference catalogs) but operates at much broader scale across many collectible verticals.

Regional players

• Cherrystone Philatelic Auctions: U.S.-based stamp auction house serving the same professional dealer and serious collector customer base as MICHEL. Comparable on customer overlap (professional philatelic market) but operates auction rather than publishing model, primarily in the U.S.

Direct peers

• Stanley Gibbons: British philatelic reference publisher producing the Stanley Gibbons catalog — the closest English-language analogue to MICHEL's catalog franchise, with comparable catalog numbering standards, subscription databases, and dealer/collector customer base.
• Zumstein (Ernst Zumstein): Swiss philatelic publisher producing the Zumstein catalog, a German-language reference work used across German-speaking markets. Comparable to MICHEL in regional European catalog coverage and hobbyist/dealer audience.
• Scott Publishing (Amos Media): U.S.-based publisher of Scott Standard Postage Stamp Catalog, the leading English-language American stamp reference. Direct peer in catalog publication, numbering-system standards, and serving the U.S. hobbyist/dealer market.
• Yvert et Tellier: French philatelic publisher producing Yvert et Tellier catalogs, the standard French-language reference work. Directly comparable to MICHEL in catalog publication, dealer-pricing standards, and Continental European collector customer base.

Emerging players

• HipStamp: Online marketplace and price-reference platform for stamps that integrates recent sold listings into a searchable database. Comparable to MICHEL's pricing data offering but driven by live auction/marketplace data rather than editorial valuation.
• philasearch: Online stamp search and marketplace aggregator primarily serving the German-speaking philatelic market. Comparable to MICHEL-Online on digital stamp discovery but operates a search/listings model rather than editorial catalog content.
• Colnect: Online community-driven catalog database for stamps, coins, and other collectibles. Comparable to MICHEL-Online as a digital reference platform but free-to-use, making it an emerging disruptor to paid stamp-database subscriptions.
• StampWorld: Web- and mobile-based stamp catalog platform offering identification and market data across global issues. Comparable to MICHEL-Online's digital reference functionality but with a freemium model that competes for entry-level collectors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MICHELBriefmarken
• Instagraminstagram.com/michel_briefmarken
• LinkedInlinkedin.com/company/schwaneberger-verlag-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 MICHEL