MALZERS

Name

MALZERS

Legal name

Detlef Malzers Backstube GmbH & Co. KG

Website

https://malzers.de

Company type

Private

Founded year

1901

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Retail Bakery

NAICS

Retail Bakeries (311811)

SIC

Bakery Products (2050)

akta.pro primary industry

Bread & Pastry Specialty Stores (CRAHAGAC)

akta.pro secondary industry

Pastry, Cakes & Tortes Manufacturing (AFAKAAAB)

Keywords

• Artisan bakery chain
• Fresh baked goods
• Retail bakery
• Bread and rolls
• Bakery production

Headquarters

HQ city

Gelsenkirchen

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Bakery Sales: Revenue generated from selling freshly baked bread, rolls, pastries, cakes, snacks, cold beverages, and coffee directly to consumers through 150+ retail branches in the Ruhrgebiet. Products are sold over-the-counter at store locations with in-store baking in each branch.
2. Click & Collect Pre-Orders: Online ordering system where customers pre-select products via website and collect in-store, enabling advance demand planning and reducing walk-away customers.
3. Business Customer / B2B Sales: Dedicated business customer division (Geschaeftskunden) for catering and wholesale orders

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

MALZERS is a traditional German bakery chain producing fresh baked goods nightly at a central production facility in Gelsenkirchen and distributing them to 150+ owned retail branches across the Ruhrgebiet. Core offerings include bread (Brote), rolls (Brötchen), cakes and sweets (Kuchen & Süßes), premium cream slices, snacks, cold and hot beverages, and an organic product line, with in-store fresh baking of rolls throughout the day and Click & Collect online pre-ordering for in-store pickup.

Product overview

MALZERS is a traditional German bakery chain operating as a handwerklicher Großbäcker (artisanal large-scale bakery). The company produces fresh baked goods nightly in its backstube (bakery production facility) in Gelsenkirchen-Erle and distributes to over 150 retail branches throughout the Ruhrgebiet. The product portfolio centers on core bakery offerings: various Brote (breads including specialty breads like Bio and Schwarzwälder), Brötchen (fresh rolls baked throughout the day), and Kuchen & Süßes (cakes and sweets). Premium offerings include Sahneschnitten (cream slices), while seasonal lines cover Grillen (grilling products) and Erdbeer-Gebäcke (strawberry pastries). Supporting products include Snacks, cold and hot beverages (Kaffee, Kaltgetränke), an organic Bio product line, and bundled Naschbox snack boxes. A key service offering is Click & Collect, enabling online pre-orders for in-store pickup. The company emphasizes traditional craftsmanship combined with modern technology, producing up to 2 million Goldbrötchen rolls weekly and processing 8 tons of natural sourdough daily.

Differentiator

Problem solved

Functional benefit

Products and services

• Brote (Breads) Freshly baked bread varieties produced nightly at the central production facility and distributed to all 150+ branches, including specialty breads such as Schwarzwälder 750g and Bio Holsteiner-Dinkel 1000g (organic). Sold per unit or weight for personal or household consumption.
• Brötchen (Rolls) Fresh rolls including the signature Goldbrötchen baked fresh throughout the day in each individual branch (not pre-baked). Regional specialties such as Röggelchen are offered. Rolls are the company's highest-volume product, with 2 million units produced weekly.
• Kuchen & Süßes (Cakes & Sweets) Assorted cakes and sweet pastries including Streuseltaler and other traditional German bakery sweets, sold individually or in multi-piece promotions. Targeted at household and celebration purchases.
• Premium Sahneschnitten (Premium Cream Slices) Premium cream cake slices offered as a specialty higher-margin item within the cake portfolio. Sold by the slice for individual or celebration consumption.
• Snacks Savory and sweet snack items prepared fresh in branches, including sandwiches and hot snacks for impulse and lunch purchases.
• Kaffee (Coffee) Coffee and hot beverages available at branches for in-store consumption, supporting the snack and breakfast occasion.
• Kaltgetränke (Cold Drinks) Cold beverages including soft drinks and juices sold at branches as ancillary items alongside bakery products.
• Bio (Organic Product Line) Certified organic bakery product line including Bio Holsteiner-Dinkel bread, certified under DE-ÖKO-006 EU organic standards. Targeted at consumers seeking certified organic bakery items.
• Click & Collect Online pre-ordering service where customers select bakery products via the website and collect them at a chosen local branch. Reduces walk-away customers and provides convenience for time-pressed shoppers; newsletter subscribers receive a 10% first-order discount.

Quantifiable outcome

• DLG Gold 2025 award winner for bakery product quality
• +1 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

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and core.

• FitX Fitness StudiosminorOthersMALZERS employees receive discounted gym memberships at FitX fitness studios, with staff paying €20 instead of the regular €24 monthly fee (or €29 instead of standard rate for part-time staff).
• Corporate BenefitsminorOthersAll MALZERS employees benefit from Corporate Benefits platform providing exclusive discounts from brand partners including Mister Spex, Adidas, Apple, and others. This is an employee benefits program rather than a commercial business partnership.
• Handwerkskammer Dortmund (Hwk Dortmund)coreStrategic or Co-development PartnerMALZERS has received the HWK-Siegel (Chamber of Crafts seal) from the Dortmund Chamber of Crafts for the high quality of its vocational training program. The chamber validates and recognizes MALZERS' apprenticeship standards and training practices.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bäckerei Junge: Family-owned German bakery chain headquartered in Hamburg with hundreds of branches across Northern Germany. Directly comparable to MALZERS on vertically integrated production-plus-retail model and family ownership.
• Kamps: One of Germany's largest bakery retail chains with multi-regional store coverage. Closely comparable to MALZERS as a multi-branch bakery retailer combining central production with own-store distribution.
• Harry-Brot: Major German bread and bakery producer with both B2B supply and own retail activities. Comparable to MALZERS on industrial-scale bread manufacturing serving retail channels in Germany.
• Bäckerei Hinkel: NRW-based regional bakery chain with own production and multi-branch retail. Closely comparable to MALZERS as a regional craft bakery operator in North Rhine-Westphalia.
• Dat Backhus: Bakery retail chain operating in Northern and Western Germany with own production facilities. Comparable to MALZERS on multi-branch bakery retail and central-production model.
• Lieken Brot- und Backwaren: Large German bakery manufacturer producing for supermarket private labels and own retail. Comparable to MALZERS on industrial bakery production scale and multi-channel bakery retail in Germany.
• Bäckerei Tacke: Family-owned regional bakery chain in the Münsterland/NRW area. Comparable to MALZERS on regional family-owned craft bakery retail in Western Germany.
• Bäckerei Büsch: Regional bakery chain operating across parts of North Rhine-Westphalia with own production and retail branches. Closely comparable to MALZERS on NRW regional footprint and craft-bakery positioning.

Regional players

• Greggs: UK's largest bakery chain with thousands of branches operating a high-volume, value-oriented bakery retail model. Comparable to MALZERS on vertically integrated bakery production-plus-retail chain economics, though operating in a different geography.

Broad incumbents

• Panera Bread: Large US bakery-cafe chain with own production and multi-hundred-unit retail. Comparable to MALZERS on central bakery production feeding many own retail locations and a baked-goods-led menu.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/malzersbackstube
• Facebookfacebook.com/malzers
• LinkedInlinkedin.com/company/malzersbackstube
• Instagraminstagram.com/_malzers_

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 MALZERS