AAP Lehrerwelt

What AAP Lehrerwelt does

AAP Lehrerwelt GmbH is a Hamburg-based e-commerce education company that operates as a multi-publisher platform serving teachers across German-speaking Europe. Formed in 2010 through the merger of Auer Unterrichtshilfen, AOL-Verlag, and Persen under Klett Gruppe ownership, the company sells more than 60,000 print and digital teaching products through six owned online platforms — Scolix, Persen, Auer Verlag, Lehrerwelt, SchiLf-Akademie, and Lernbiene — supplemented by the School-Scout digital marketplace for third-party publishers and the Lehrerbüro premium online service. Its 250,000 regular customers are primarily individual teachers in kindergartens, primary schools, secondary schools, and special-needs education in Germany, Austria, and Switzerland.

The company's core technology is a Magento-based e-commerce platform developed and maintained by AAP Softwaredevelopment d.o.o., a 100% subsidiary founded in 2019 and located in Zadar, Croatia. Physical product fulfillment is outsourced to Müller – Die lila Logistik in Blaufelden, while digital products (worksheets, lesson films, interactive exercises, whiteboard software) are delivered as immediate downloads. Revenue is generated through three streams: one-time purchases of physical print materials at unit pricing with shipping (free above EUR 59 within Germany/Austria), one-time digital downloads including a marketplace assortment, and professional services revenue from SchiLf-Akademie seminars, webinars, workshops, and continuing education courses delivered by 50+ practicing expert lecturers.

The go-to-market motion is direct-to-consumer, complemented by community-led content production: teachers are recruited as freelance authors contributing practical teaching materials to the publishing brands, and as seminar lecturers for the SchiLf-Akademie professional development arm. Brand heritage is a defining asset, with Auer Verlag tracing back to 1875 and Persen to 1976, providing the editorial depth and domain authority that underpins the content catalog. The company employs 130 people across Hamburg, Augsburg, and Zadar, and operates as a wholly-owned subsidiary of Klett Gruppe, one of Europe's leading education conglomerates.

Name

AAP Lehrerwelt

Legal name

AAP Lehrerwelt GmbH

Website

https://aap-lehrerwelt.de

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

AAP Lehrerwelt GmbH is a Hamburg-based e-commerce education company selling 60,000+ print and digital teaching materials to 250,000 regular teachers across Germany, Austria, and Switzerland through six owned publishing and marketplace brands under Klett Gruppe ownership.

Ownership category

akta.pro rank

Product category

Educational Publishing

NAICS

Educational Services (611), Educational Support Services (61171)

SIC

Books: Publishing Or Publishing & Printing (2731), Services-Educational Services (8200)

akta.pro primary industry

K–12 Textbook Publishing (Core Curriculum) (MPAJABAA)

akta.pro secondary industry

Children’s Educational & Curriculum Publishing (MPAJAFAF)

Keywords

• Educational publishing
• Teaching materials
• Teacher resources
• Professional development
• E-learning content

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Physical Print Products: Sale of print teaching materials including worksheets, lesson sequences, classroom planners, teacher bags, and Montessori or Kamishibai teaching materials through web shops and catalogs
2. Digital Downloads: Sale of immediately downloadable digital teaching materials, lesson films, interactive exercises, and software products through web shops and the School-Scout marketplace
3. Professional Development Services: Seminars, webinars, workshops, and continuing education courses on current school topics such as digital instruction, inclusion, or classroom management through the SchiLf-Akademie brand

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels3 records

Core offering

AAP Lehrerwelt conceives, produces, and sells print and digital teaching materials for educators across all school types and subjects via its own web shops and brand platforms, including worksheets, lesson sequences, classroom films, and interactive exercises. It also operates the Lehrerwelt one-stop-shop retail platform and the School-Scout digital marketplace for downloadable partner-published content, and delivers professional development services (seminars, webinars, workshops) through the SchiLf-Akademie brand.

Product overview

AAP Lehrerwelt is an e-commerce education company that operates as a multi-publisher conglomerate with multiple Fachverlage (specialist publishers), online platforms, and webshops for teachers. The core offering consists of print and digital media for educators, including Unterrichtsmaterialien (teaching materials), Arbeitsblätter (worksheets), Unterrichtsfilme (teaching films), and interactive Übungen (exercises). The company is organized around its core publishing brands—Scolix, Persen (including Bergedorfer and Lehrerladen), Auer Verlag, and Lernbiene—alongside the Lehrerwelt e-commerce platform serving as a 'Vollsortiment' (one-stop-shop) for teacher supplies. Additional offerings include the online premium service Lehrerbüro, the SchiLf-Akademie for teacher professional development, and the School-Scout digital marketplace for downloadable materials. The portfolio spans from kindergarten through Sek II, covering all school types and subjects.

Differentiator

Problem solved

Functional benefit

Brands

• Scolix: Publishing brand for primary and secondary school teachers, offering directly applicable teaching aids, proven guides, diverse materials on learning disabilities, and motivating learning tools.
• Persen
• Auer Verlag
• Lehrerwelt
• SchiLf-Akademie
• Lernbiene
• Mompitz
• School-Scout
• ELK Verlag

Products and services

• Scolix

Quantifiable outcome

• 130 employees supporting teacher community
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor and core.

• ELK VerlagminorChannel Partner/ Reseller/ Distributor · 1 January 2017ELK Verlag, founded 2002 and part of Klett Gruppe since 2017, is based in Winterthur-Töss, Switzerland. The publisher specializes in worksheets and copying templates for individualized instruction, while also distributing a selected range from German partner publishers including AAP brands.
• Müller – Die lila Logistik Fulfillment Solutions GmbH & Co. KGcoreImplementation/ SI/ Consulting PartnerThird-party logistics partner handling order fulfillment for AAP Lehrerwelt GmbH from their facility in Blaufelden, Germany. Responsible for shipping physical products to customers in Germany, Austria, Switzerland, and other EU member states. Orders are stored and processed according to AAP's specifications.

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• C.C. Buchner Verlag: Mid-sized German educational publisher focused on K-12 textbooks and Unterrichtsmaterialien. Overlaps with AAP on print and digital teaching materials for secondary schools across German-speaking markets.
• Cornelsen Verlag: Germany's largest educational publisher with K-12 textbooks, digital learning platforms, and teacher materials across all subjects. Most direct competitor in serving DACH teachers and schools with curriculum-aligned content.
• Westermann Gruppe: German educational publisher group encompassing Westermann, Schroedel, Diesterweg, and Schöningh brands. Competes directly with AAP across K-12 print textbooks and supplementary teaching materials in DACH.
• Helbling Verlag: Austria/Switzerland/Germany educational publisher with strong K-12 and teacher-resource catalog. Comparable DACH geographic footprint and product mix in teaching materials and teacher professional resources.
• Friedrich Verlag: German publisher specializing in educational magazines (e.g., Praxis Deutsch, Mathematik lehren) and teacher professional development materials. Direct overlap with SchiLf-Akademie and AAP's PD content.

Broad incumbents

• Klett Gruppe: AAP's parent conglomerate and one of Europe's largest education companies. Broader incumbent across K-12, higher ed, and adult learning; AAP operates as the teacher-D2C specialist arm within this wider portfolio.
• Stark Verlag: German publisher focused on exam preparation (Abitur, Realschule, etc.) and tutoring materials. Overlaps with AAP on K-12 supplemental and test-prep content for teachers and students.

Emerging players

• Bettermarks: Adaptive math-learning platform used in German schools for grades 4-10. Adjacent to AAP's digital Unterrichtsmaterialien with school-license model overlapping AAP's whiteboard and software licensing.
• Duden Learnattack: Digital K-12 learning platform from Duden (Bibliographisches Institut) offering videos, exercises, and exam prep. Competes with AAP's digital download and School-Scout offerings on subject content.
• Sofatutor: DACH digital learning platform with video tutorials, worksheets, and interactive exercises for K-12 students. Partial overlap with AAP's digital teaching materials and School-Scout marketplace offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Lehrerwelt.de
• Instagraminstagram.com/lehrerwelt.de
• LinkedInlinkedin.com/company/aap-lehrerwelt-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 AAP Lehrerwelt