Heinze & Malzacher

What Heinze & Malzacher does

Heinze & Malzacher GmbH is a privately held design and presentation agency headquartered in Stuttgart, Germany, that delivers end-to-end exhibition, trade show, museum, and showroom projects for enterprise clients. Founded in 1984, the firm creates 2D and 3D design concepts and coordinates production and on-site installation, drawing on long-standing collaborations with architects, exhibition builders, and specialist craft businesses. Its service portfolio spans exhibition construction, digital printing, glass foil application, metal construction, decoration and bonding, wayfinding systems, 3D lettering, model making, acoustic planning, display case construction, trade show displays, installation management, and wall design, giving clients a single point of accountability from concept through delivery.

The firm serves enterprise customers including Bosch, Ricoh, Tata, Carestream, Kodak, Carpigiani, Beissbarth, Pflüger, Robinair, SIA, and Sicam across European markets, with revenue generated on a project-by-project quote basis under a direct B2B engagement model. Pricing is not publicly disclosed. The company has 1-10 employees, is led by two managing directors (Christian Betz and Martin Vöhringer) with a 3D artist (Jan Forner) and an assembly manager (Mike Wizgall) on the team, and has no parent company, subsidiaries, outside investors, funding rounds, or disclosed partnerships.

Heinze & Malzacher's business model is that of a boutique services agency: it wins project work through direct outreach and its portfolio website (hm-expo.de), executes design and production in-house where feasible, and subcontracts specialized trades through its curated network. The model produces lumpy, project-based revenue tied to the enterprise marketing and event calendars of its clients, and is exposed to the cyclicality of trade show activity. With no AI/technology platform, no disclosed SaaS or recurring revenue component, and no scale signals beyond its 40-year operating history, the company's commercial profile is that of a stable, relationship-driven craft agency rather than a growth-stage technology-enabled business.

Name

Heinze & Malzacher

Legal name

Heinze & Malzacher GmbH

Website

https://hm-expo.de

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

Heinze & Malzacher GmbH is a Stuttgart-based design and presentation agency that delivers end-to-end exhibition, trade show, museum, and showroom projects for enterprise clients, combining 2D/3D concept design, in-house production, and on-site installation management since 1984.

Ownership category

akta.pro rank

Headquarters

HQ city

Stuttgart

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Distribution channels1 record

Marketing channels1 record

Core offering

Heinze & Malzacher GmbH is a design and presentation agency that creates bespoke exhibition, trade show, museum, and showroom presentations. The company develops creative 2D and 3D concepts and coordinates in-house production capabilities including digital printing, metal and wood construction, glass foil application, model making, acoustic planning, display case construction, and on-site installation management.

Product overview

Heinze & Malzacher GmbH is a design and presentation agency offering comprehensive services for exhibitions, trade shows, museums, and showrooms. The company provides creative concepts and design proposals in 2D and 3D formats, with in-house production capabilities including digital printing, metal and wood construction, model making, acoustic planning, display case construction, and installation management. Services range from wayfinding systems and signage to custom displays and wall design, all coordinated through long-standing partnerships with architects, exhibition builders, and specialist trades.

Differentiator

Problem solved

Functional benefit

Products and services

• Exhibition and Trade Show Design (Messebau) Design and construction of trade show booths and exhibition stands, including concept development, 3D visualization, and on-site installation. Aimed at companies needing professional presentation at exhibitions and trade shows.
• Digital Printing (Digitaldruck) Digital printing services including backlit films, fabric graphics for Keder frames, floor films, wall films, and ceiling films, used as part of exhibition and showroom builds.
• Glass Foil Application (Glasfolierungen)
• Metal Construction (Metallbau)
• Wayfinding Systems (Wegeleitsystem)
• 3D Letter Production (3D Buchstaben)
• Model Making (Modellbau)
• Display Case Construction (Vitrinenbau)
• Trade Show Display Design (Messedisplay)
• Installation Management (Montageleitung)
• Wall Design (Wandgestaltung)
• Acoustic Planning (Akustik-Planung)

Named customers17 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights2 records

Broad incumbents

• Liganova: German brand-experience agency offering strategy, spatial design, and event/exhibition services to global brands. A broader incumbent competing for the same enterprise exhibition and showroom budgets, though with a significantly wider service portfolio and larger headcount.
• Messe Frankfurt (Exhibition division): Global exhibition organizer that also runs a full-service stand-building and exhibition-construction operation. Larger incumbent overlapping with Heinze & Malzacher in physical booth construction and on-site installation services.
• Uniplan: International event and exhibition agency headquartered in Germany. Comparable in trade show booth design and museum/brand-space work but operates at a much larger scale across multiple geographies, often competing for the same enterprise RFPs.

Direct peers

• KMS Team: Munich-based agency offering brand spaces, trade show presentations, and digital touchpoints. Comparable as a German exhibition-and-experience agency serving enterprise clients with integrated physical and digital presentation work.
• Atelier Brückner: Stuttgart-based design studio specializing in exhibition, museum, and brand-space design with 3D storytelling. Direct peer to Heinze & Malzacher given shared Stuttgart geography, museum/showroom focus, and integrated design-to-installation delivery model.
• Milla & Partner: Stuttgart-based agency for exhibitions, events, and brand communication. Highly comparable given its overlapping service portfolio (exhibition design, trade show presence, brand experience) and B2B, project-based engagement with German enterprise clients.
• Atelier Markgraph: Frankfurt-based brand-space and exhibition agency focused on corporate, museum, and trade-show environments. Directly comparable customer base (large German and international enterprises) and project types (showrooms, museums, brand spaces).
• Jangled Nerves: German agency specializing in exhibition, event, and content design with strong 3D/multimedia capabilities. Directly comparable service offering to Heinze & Malzacher, particularly around museum, exhibition, and showroom installations.

Regional players

• Fritz Huschek GmbH: Austrian/German exhibition-construction and booth-building specialist. Comparable craft-based execution model for trade show booths and museum installations, though serving a partially overlapping geography in the DACH region.

Emerging players

• Burkhardt Leitner Constructiv: German manufacturer and supplier of modular exhibition, retail, and presentation systems. Adjacent peer in that its modular partition/display systems often replace or complement the bespoke booth constructions delivered by agencies like Heinze & Malzacher.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Heinze & Malzacher