Schoeller Münzhandel

What Schoeller Münzhandel does

Schoeller Münzhandel GmbH (SMH) is an Austrian precious metals and numismatics dealer headquartered in Vienna, founded in 1989 and wholly owned by the Austrian Mint (Münze Österreich AG) since 2005. The company sells investment-grade precious metals (gold, silver, platinum, and palladium bars and bullion coins), historic numismatic coins and banknotes from Austria, Germany, France and other regions, and a broad catalog of commemorative coins spanning licensed pop-culture franchises (Disney, Star Wars, Marvel, DC Comics, Stranger Things, Lord of the Rings), wildlife series (African Big 5, Australian birds), music legends (Pink Floyd, Iron Maiden, Freddie Mercury, The Who), and Austrian Niobium issues. Operations span approximately 40 countries with a primary footprint in Austria, Germany, and the CESEE region.

The business operates through a direct-to-consumer e-commerce storefront on the Magento platform (smh.net), supplemented by physical retail locations, and markets via Facebook, Instagram, email newsletter, and a dedicated content magazine (magazin.smh.net). Pricing is not publicly disclosed and requires account creation; orders up to €75,000 require an SMH+ account with identity verification. The product catalog includes flagship lines such as the Vienna Philharmonic coin alongside deep, low-mintage collector issues (e.g., 50-piece proof gold runs, 400-piece 1 kg silver commemoratives) and higher-volume bullion.

Revenue is generated exclusively through one-time sales across four streams: precious metals, numismatics, commemoratives, and banknotes, targeting two primary segments — individual/institutional investors seeking portfolio diversification via bullion, and collectors seeking rare, historical, and themed coin issues. The company is run by a small team (1–10 employees) led by Mag. Gernot Maier and Mag. Gustav Mayer. There is no public revenue disclosure, no external funding, and no disclosed AI/technology differentiation beyond the standard Magento e-commerce stack.

Name

Schoeller Münzhandel

Legal name

Schoeller Münzhandel GmbH

Website

https://smh.net

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Schoeller Münzhandel GmbH is a Vienna-based Austrian precious metals and numismatics dealer, wholly owned by the Austrian Mint since 2005, serving individual investors and collectors across 40 countries with investment bullion, historic coins, and commemorative coins via direct-to-consumer e-commerce and physical retail.

Ownership category

akta.pro rank

Product category

Precious Metals & Numismatics Retail

NAICS

Jewelry Retailers (458310), Used Merchandise Retailers (459510)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Coins, Currency & Bullion Collectibles Retail (Numismatics) (CRALAGAF)

akta.pro secondary industries

Precious Metals Minting & Bullion Products (IMAKAEAJ), Jewelry, Watches & Luxury Goods Online Retailers (CRAFADAN), Vintage & Antique Collectibles Retail (CRALAGAE)

Keywords

• Precious metals trading
• Numismatic coins dealer
• Investment gold bullion
• Commemorative coin sales
• Rare banknotes collector

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Precious Metals Sales: One-time sales of gold, silver, platinum, and palladium bars and bullion coins from leading mints worldwide. Primary revenue stream from investment-grade precious metals products.
2. Numismatic Coins: Purchase and sale of historic coins and banknotes. Revenue from collectors seeking rare and historical numismatic items across various regions and eras.
3. Commemorative Coins: Sales of newly issued collector coins including licensed commemoratives (Disney, Star Wars, etc.) and themed series from various world mints.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Schoeller Münzhandel is a Vienna-based dealer of investment-grade precious metals and numismatic products. It sells gold, silver, platinum, and palladium bars and bullion coins sourced from leading world mints, along with historic coins, collectible banknotes, and themed commemorative coins (pop culture, wildlife, music legends, Austrian series). Sales are conducted via an e-commerce storefront (smh.net) with an SMH+ identity-verified account tier for orders up to €75,000, supplemented by physical retail locations.

Product overview

Schoeller Münzhandel is an Austrian precious metals and numismatics dealer, owned by the Austrian Mint since 2005, operating one of Central Europe's most significant coin and precious metals businesses across 40 countries. The company's product portfolio centers on four core offerings: (1) Precious Metals Investment Products including gold, silver, platinum, and palladium bullion coins and bars from global mints, featuring flagship products like the Vienna Philharmonic; (2) Numismatics covering historic coins from ancient through modern eras across Austria, Germany, France, and other regions; (3) Banknotes including collectible notes from Austria, Germany, Switzerland, and internationally; and (4) Commemorative Coins spanning pop culture franchises (Disney, Star Wars, Lord of the Rings, Marvel, DC Comics, Stranger Things), wildlife series (Australian birds, African Big 5), music legends (Pink Floyd, Iron Maiden, Freddie Mercury, The Who, Spice Girls), Austrian commemorative series including innovative Niobium coins, Christmas/holiday themes, fairy tales, and tarot card collections. The company sells via a Magento e-commerce platform and offers an SMH+ account for orders up to €75,000 requiring identity verification.

Differentiator

Problem solved

Functional benefit

Products and services

• Gold Investment Products

Segments2 records

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.

• Austrian Mint (Münze Österreich AG)coreStrategic or Co-development Partner · 1 January 2005Parent company ownership since 2005. Austrian Mint is the national mint of Austria and a renowned manufacturer of precious metal coins. This ownership provides Schoeller Münzhandel with direct access to Austrian Mint products including Vienna Philharmonic coins and Austrian commemorative issues, along with quality assurance and brand credibility in the precious metals market.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• APMEX: One of the largest online precious-metals retailers in the US, offering gold/silver/platinum bullion coins and bars plus numismatics. Directly comparable to SMH in product mix, e-commerce-led DTC model, and broad multi-mint catalog.
• CoinInvest: Germany-based online precious-metals and numismatic coin dealer. Directly comparable as a Central European competitor with overlapping catalog (gold/silver bullion, historic and commemorative coins) and similar customer base of collectors and investors.
• BullionVault: Online platform for buying, selling, and storing allocated physical gold, silver, platinum, and palladium. Comparable in DTC precious-metals motion and investor-segment focus, though differentiated by its storage-led model versus SMH's direct delivery of coins and bars.
• JM Bullion: US-based online dealer of investment-grade precious metals (bullion coins, bars) with published live pricing. Closely comparable to SMH's DTC e-commerce motion, gold/silver focus, and multi-mint sourcing strategy.

Broad incumbents

• Heraeus Precious Metals: Global precious-metals refiner and trader offering gold/silver bars, coins, and industrial precious-metals products. Comparable at the wholesale/refining tier of the same value chain SMH serves, with broader B2B orientation versus SMH's collector/investor retail focus.
• Perth Mint: Australian sovereign mint that produces and retails precious-metals coins (Kangaroo, Kookaburra, Lunar series) directly to global collectors. Comparable as a mint-led retail brand whose products SMH actually distributes, with overlapping commemorative IP and collector positioning.
• Kitco: Established North American precious-metals retailer and market-data provider. Comparable in product breadth (bullion, numismatics) and investor audience, with broader scale and stronger English-language digital presence than SMH.
• Royal Mint: UK sovereign mint producing bullion and commemorative coins and selling direct to consumers. Comparable as a vertically integrated mint-dealer with strong brand authority, mirroring SMH's relationship with the Austrian Mint in structure (though at much greater scale).

Regional players

• Gold.de: Leading German-language precious-metals price comparison and marketplace platform. Comparable as a regional Central European player addressing the same investor/collector segments, though it operates more as a comparison portal than a primary dealer.

Others

• Münze Österreich (Austrian Mint): The parent company of SMH and Austria's national mint. Comparable as it produces Vienna Philharmonic coins and Austrian commemoratives that SMH sells, making it both a supplier and a potential direct competitor in the same product lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61572774144558
• Instagraminstagram.com/schoeller.muenzhandel

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 Schoeller Münzhandel