Simon Keller

What Simon Keller does

Simon Keller AG is a privately held Swiss specialty trade (Fachhandelsbetrieb) firm that distributes professional supplies exclusively to licensed practitioners in four verticals: Beauty, Footcare (Podologie), Medical/Physiotherapy, and Wellness & Spa. Founded in 1971 and headquartered in Burgdorf, Switzerland, the company operates with 51–100 employees and serves a credentialed B2B customer base that must register with a copy of a professional diploma to access its account-based wholesale pricing. Its served end-markets include cosmeticians, nail technicians, podiatrists, physiotherapists, medical practitioners, spa operators, and massage therapists requiring professional-grade instruments, consumables, treatment furniture, hygiene products, practice organization materials, and educational/training materials.

The company's core technology and channel stack is a B2B e-commerce platform (simonkeller.ch) with login-gated tiered pricing, available in German and French for the Swiss market, supplemented by a physical Day Spa Boutique showroom in Burgdorf for in-person browsing of furniture and decorative items. The assortment combines the firm's own private-label brands — KELLER (footcare, instruments, professional clothing, practice organization) and KELLNESS (wellness/spa equipment such as hot stone sets, blankets, robes) — with an aggregated portfolio of third-party international brands distributed in Switzerland, including LEMI and SILVERFOX (treatment couches), PEVONIA and AROSHA (skincare and body treatments), BELLABACI, Dr. med. SCHRAMMEK, SCHÜLKE, Preventis, RÜDIGER, and ECOLAB (hygiene and training materials).

Revenue is generated through one-time/perpetual wholesale purchases by registered professional customers, with reference pricing indicating a mix of low-value consumables and higher-ticket capital equipment (e.g., LEMI Lemi X cosmetic couch from CHF 5,990; Sorrento Head Spa from CHF 12,900). The firm is independently owned with no disclosed parent company, subsidiaries, external investors, or funding rounds. No revenue, headcount trend, M&A, leadership change, or strategic transaction data is publicly available beyond the evidence cited above.

Name

Simon Keller

Legal name

Simon Keller AG

Website

https://simonkeller.ch

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

51–100 employees

Short description

Simon Keller AG is a privately held Swiss B2B specialty distributor (founded 1971, 51–100 employees, Burgdorf) supplying instruments, consumables, furniture and hygiene products exclusively to licensed beauty, footcare, medical and wellness professionals through an account-gated e-commerce platform and a physical showroom.

Ownership category

akta.pro rank

Headquarters

HQ city

Berndorf

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale distribution of professional beauty and medical supplies: B2B wholesale distribution model selling professional equipment, consumables, instruments, furniture, and care products to licensed beauty, footcare, medical, and wellness practitioners. Operates through authenticated e-commerce with tiered pricing and account-based order management.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Simon Keller AG is a Swiss specialty trade business (Fachhandelsbetrieb) that supplies professional beauty, footcare, medical, and wellness & spa products exclusively to licensed practitioners. The company distributes third-party brands (AROSHA, PEVONIA, LEMI, SILVERFOX, BELLABACI, SCHÜLKE, ECOLAB, RÜDIGER, Preventis, DR. MED. SCHRAMMEK) and operates its own KELLER and KELLNESS house brands, selling through a B2B e-commerce platform with account-based wholesale pricing available only after diploma verification.

Product overview

Simon Keller AG is a Swiss specialist trade business supplying professional products exclusively to certified professionals in Beauty, Footcare, Medical, and Wellness & Spa sectors. The company operates as both a distributor of major international brands (AROSHA, PEVONIA, BELLABACI, LEMI, SILVERFOX, SCHÜLKE, Preventis) and offers its own KELLER and KELLNESS house brands. The portfolio spans instruments, care preparations, equipment, furniture, practice organization materials, and educational/training materials across multiple product categories. Products are available through a B2B e-commerce platform requiring professional registration. The company serves professional practitioners requiring specialized equipment for treatments, diagnostics, and practice management.

Differentiator

Problem solved

Functional benefit

Products and services

• KELLER House Brand Products Proprietary KELLER house brand offering professional footcare instruments, gel bandages, orthotics, beauty supplies, practice organization materials, professional clothing, masks, and equipment accessories for licensed beauty, footcare, medical, and wellness professionals.
• KELLNESS Wellness Brand Products KELLNESS private-label brand offering hot stone sets, blankets, towels, microfiber robes, and thermal care products distributed exclusively through Simon Keller AG for professional spa and wellness establishments.
• LEMI Professional Treatment Tables Italian-manufactured LEMI professional treatment couches including the Lemi X cosmetic couch (from CHF 5,990 excluding VAT) and Sorrento Head Spa wellness treatment table (from CHF 12,900 excluding VAT) distributed in Switzerland by Simon Keller AG for beauty and wellness establishments.
• SILVERFOX Treatment Tables SILVERFOX professional wellness and cosmetic treatment couches including the Moon, Onyx, Celest, Selen, and Quar models distributed by Simon Keller AG for professional spa and beauty establishments.
• PEVONIA Professional Skincare Products PEVONIA organic skincare and wellness products including the Power Repair Hyaluronic Acid line, moisturizers, cleansers, serums, masks, body care products, and gift packaging distributed through Simon Keller AG for professional beauty establishments.
• AROSHA Body Treatment Products AROSHA body treatment and contouring products distributed through Simon Keller AG, including body rescue creams, Nio drainage products, Fibrocel kits, Active Up treatments, body oils, pressopants, body slimming products, plus the AROSHA Boost Line (Silhouette Pants, Up & Tone Pants, BTone products).
• BELLABACI Body Care Products BELLABACI body care products and cupping therapy materials including The Genie product line (Circu flow, Skin get a life, Stress no more balms), the Multivitamin Mojo Balm, and promotional materials for wellness treatments, distributed through Simon Keller AG.
• DR. MED. SCHRAMMEK Professional Skincare DR. MED. SCHRAMMEK Green Peel products, Beauty Elements, and promotional materials including certificates for certified salons, distributed through Simon Keller AG.
• SCHÜLKE Hygiene & Disinfection Products SCHÜLKE hygiene and disinfection products including Primasept wash lotion for professional practice hygiene, distributed through Simon Keller AG.
• ECOLAB Hygiene Equipment & Dispensers ECOLAB hygiene and sanitation equipment including jet pumps for Dermados Touchless systems, wall dispensers, and elbow controls for NEXA Compact dispensers, distributed through Simon Keller AG.
• RÜDIGER Anatomical Models & Educational Materials RÜDIGER anatomical models, educational wall charts for muscles, skeleton, and nervous system, training posters, functional models, and the professional book 'Flossing in Therapie und Training' by Andreas Ahlhorn and Dennis Krämer, distributed through Simon Keller AG for medical and wellness education.
• Preventis Nail Fungus Testing Products Preventis nail fungus testing products and promotional materials for professional footcare diagnostics, distributed through Simon Keller AG.
• Day Spa Boutique Burgdorf Showroom Physical retail showroom in Burgdorf offering decorative items, studio furnishings, reception counters and styling stations (Enya and Odin models), and Safari Glow aluminum accessories for in-person browsing and purchase by professional customers.

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

One partnership is on record.

• KELLERcoreTechnology or IntegrationKELLER is Simon Keller AG's proprietary/private label brand for footcare products including gel bandages, orthotics, instruments, and practice organization materials. Also includes KELLER branded professional clothing, masks, and equipment accessories.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• CosmoProf (L'Oréal): L'Oréal-owned professional beauty distributor operating across multiple European countries. Competes with Simon Keller in the Beauty vertical as a much larger incumbent with broader assortment and pricing leverage.
• Salon Services: UK-based large-scale professional hair and beauty distributor. Overlaps with Simon Keller's Beauty vertical and uses an account-based B2B model, but operates at significantly greater scale and breadth.

Direct peers

• Wellness & Beauty Partner (Wellcosan): German wellness, spa, and physiotherapy supplies distributor. Closely comparable to Simon Keller's Wellness & Spa vertical, including treatment couches, spa equipment, and consumables.
• Hagemann: German specialist distributor for professional beauty, wellness, and footcare supplies. Operates a similar multi-vertical B2B catalog and serves salons, spas, and podiatry practices — directly comparable to Simon Keller's assortment.
• SBS Medical (formerly Sanvartis): European medical practice supplier serving physiotherapy, rehabilitation, and podiatry. Directly comparable to Simon Keller's Medical & Footcare verticals.
• Praxisdienst: German B2B distributor of medical practice supplies, instruments, hygiene, and consumables. Directly comparable to Simon Keller's Medical & Physiotherapy vertical and its professional-only ordering model.
• Hellmut Ruck GmbH: German specialist distributor of footcare/podiatry instruments, hygiene, and practice supplies. Closely comparable to Simon Keller's Footcare (Podologie) vertical, with similar credentialed-professional B2B model.
• BLS Medical: German medical practice and clinic supply distributor. Comparable to Simon Keller's Medical vertical with similar instruments, consumables, and treatment furniture offerings.

Regional players

• Salons Direct: Ireland/UK-based B2B beauty and hairdressing supplies distributor with credentialed customer base. Comparable business model and vertical focus to Simon Keller, but serving a different geographic territory.
• Peterer: Swiss-based beauty and hairdressing professional supplier. Operates in the same Swiss market and Beauty vertical as Simon Keller, providing regional direct overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/share?url=http://www.simonkeller.ch
• Facebookfacebook.com/simonkellerag

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 Simon Keller