MIYU Digital Agency

What MIYU Digital Agency does

MHK Group is a German purchasing and marketing cooperative founded in 1980 by Hans Strothoff, serving 4,233 commercial partners across four verticals of the home living sector: kitchens and furniture, sanitary and heating, residential construction, and professional painting. The group operates a platform-plus-services architecture that combines owned retail brands (Musterhaus Küchen, Reddy Küchen, interdomus Haustechnik, Deutscher Wohnbau Verbund, Top Malermeister Deutschland) with service brands — CARAT for kitchen planning software, CRONBANK for in-house banking and financial services, MHK Europa Akademie for professional training, Industrie- und Handels-Treuhand for trust and audit services, and Internationales Rating Centrum for credit rating.

The group's commercial partners are SMB retailers and specialists in Germany; MHK aggregates their purchasing power, provides digital planning tools, banking, warranty management (Garantiedatenbank), training, and ratings, and organizes brand events for the in-house retail networks. Network-level turnover is €9.66 billion across the partner base; MHK itself employs 616 staff. The stated go-to-market is sales-led through a network/franchise model rather than direct-to-consumer or pure SaaS distribution.

Technology depth is limited to standard planning and transactional tooling (CARAT is a kitchen design planner; CRONBANK is banking infrastructure). Recent activity (July 2022) shows incremental product improvements — a Garantiedatenbank website relaunch and a CARAT/Bosch UX partnership — rather than platform or AI innovation. The company is privately held with no disclosed parent, institutional investor, or funding history in the source material, and there are no AI/ML capabilities described.

Name

MIYU Digital Agency

Legal name

MHK Group

Website

https://miyu.de

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

MHK Group is a German purchasing and marketing cooperative serving 4,233 commercial partners across kitchens, sanitary/heating, residential construction, and professional painting via owned retail brands and service platforms for kitchen planning, banking, training, and credit rating.

Ownership category

akta.pro rank

Headquarters

HQ city

Frankfurt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Group Services and Turnover: MHK Group generates revenue through its turnover of 9.66 billion EUR across its network of 4,233 commercial partners. The group offers multiple service brands including CARAT (kitchen planning), CRONBANK (financial services), MHK Europa Akademie (training), Industrie- und Handels-Treuhand (treasury services), and Internationales Rating Centrum (credit rating services).

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

MIYU Digital Agency (source material describes MHK Group) operates as a purchasing and marketing cooperative for home living specialists, delivering a portfolio of B2B services to 4,233 commercial partners. Core offerings include the CARAT kitchen planning software, CRONBANK financial and banking services, MHK Europa Akademie training, Industrie- und Handels-Treuhand trust and audit services, Internationales Rating Centrum credit rating services, and the Garantiedatenbank warranty database, supplemented by owned brand networks across kitchen, sanitary/heating, residential construction, and painting verticals.

Product overview

MHK Group is a cooperative buying group for the home living industry, operating a platform-plus-services architecture. The core offering combines procurement and purchasing power services through CARAT for kitchen planning, with financial services via CRONBANK, audit/trust services through Industrie- und Handels-Treuhand, and international rating services via Internationales Rating Centrum. Additional support services include the MHK Europa Akademie for training and education, and the Garantiedatenbank for warranty management. The group serves commercial partners across four primary sectors: kitchens and furniture, sanitary and heating, residential construction, and professional painting companies.

Differentiator

Problem solved

Functional benefit

Brands

• musterhaus küchen: In-house brand featured in the partner/network logo section.
• Reddy Küchen
• interdomus Haustechnik
• Deutscher Wohnbau Verbund
• Top Malermeister Deutschland

Products and services

• CARAT Kitchen planning and design software providing user-friendly digital tools for kitchen planners and retailers to create and manage kitchen designs, offered to MHK Group commercial partners.
• CRONBANK Financial services and banking solutions offered by the group to support commercial partners with financing and treasury needs.
• MHK Europa Akademie Professional training and education academy offering development programs for commercial partners in the home living industry.
• Industrie- und Handels-Treuhand Trust and audit services providing fiduciary and commercial oversight for industrial and trade partners within the MHK network.
• Internationales Rating Centrum International rating center that assesses and evaluates the creditworthiness of commercial partners.
• Garantiedatenbank Guarantee database service that manages and tracks warranty information for commercial partners and their customers.

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• CARATcoreOthersCARAT is an MHK Group service brand providing kitchen planning tools and services to commercial partners. It is an internal service platform rather than an external partnership.
• CRONBANKcoreOthersCRONBANK is an MHK Group financial services brand offering banking solutions to commercial partners. It operates as an internal group service.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• EUROBAUSTOFF: EUROBAUSTOFF is a European alliance of building materials and DIY retail cooperatives. Comparable to MHK Group as a multi-country buying/marketing cooperative serving trade and home improvement members, with broader European footprint and focus on building materials rather than kitchens and home living specifically.
• Hagebau: Hagebau is a large German central purchasing and marketing cooperative for building materials, DIY, and trade retail. Broader incumbent peer to MHK Group in the home improvement cooperative model, with larger scale and broader product coverage including building materials rather than specialty home-living verticals.

Emerging players

• Handwerks-Discount: Handwerks-Discount is a German procurement platform serving tradespeople and small home improvement businesses. Comparable to MHK Group's B2B procurement support function for trade partners, with a digital-first, narrower-scope approach compared to MHK's full-service cooperative model.
• Küchen & Co: Küchen & Co is a German kitchen franchise and retail network specializing in kitchen planning and sales. Comparable to MHK Group's kitchen retail function (Musterhaus Küchen, Reddy Küchen) as a franchised kitchen retail platform, though Küchen & Co is a consumer-facing franchise rather than a multi-service cooperative.

Direct peers

• Sanitär Heinze: Sanitär Heinze is a German purchasing and service cooperative for sanitary, heating, and plumbing trade specialists. Directly comparable to MHK Group's interdomus Haustechnik vertical, serving the same sanitary and heating trade segment with member services, training, and procurement support.
• GARANT-Möbel Gruppe: GARANT-Möbel Gruppe is a German cooperative buying group for furniture and kitchen retailers, operating a network of independent retail members. Directly comparable to MHK Group as a competing purchasing and marketing association in the German home living sector with shared services to commercial partners.
• Der Kreis: Der Kreis is a German kitchen buying group and retail network serving independent kitchen specialists. Directly comparable to MHK Group's kitchen-retail cooperative function, with similar member-based service architecture including marketing, training, and procurement support.

Regional players

• HolzLand: HolzLand is a German cooperative buying group for timber, wood products, and interior retail specialists. Comparable to MHK Group as a DACH-region purchasing and marketing association serving specialist trade members, though focused on wood and timber rather than kitchens and home living.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/miyuclothing
• LinkedInlinkedin.com/company/miyu-digitalagentur

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 MIYU Digital Agency