WMF

What WMF does

WMF (Württembergische Metallwarenfabrik) is a German premium kitchenware and tableware brand founded in 1853, currently operating as a wholly-owned subsidiary within the Groupe SEB conglomerate. Its direct-to-consumer business — encompassing the wmf.com e-commerce platform, WMF retail stores in Germany, outlet stores in Germany and Austria, and other online sales channels — is consolidated under Groupe SEB WMF Retail GmbH, headquartered in Geislingen/Steige under parent Groupe SEB WMF Consumer GmbH. The company serves both home consumers (home chefs, cooking enthusiasts, gift buyers) through a broad kitchen and dining portfolio, and B2B customers (offices, hospitality, food service) via a dedicated professional coffee machine line. Leadership consists of Managing Directors Emmanuel Serot Almeras Latour and Angela Nelius, with Bernd Stoeppel as Chairman of the Supervisory Board.

Name

WMF

Legal name

Groupe SEB WMF Retail GmbH

Website

https://wmf.com

Company type

Private

Founded year

1853

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

WMF (Württembergische Metallwarenfabrik) is a 170-year-old German premium kitchenware and tableware brand, wholly owned by Groupe SEB, selling cutlery, cookware, coffee machines, knives, and tableware via its wmf.com D2C platform, owned retail stores in Germany and Austria, and a B2B professional coffee machine operation.

Ownership category

akta.pro rank

Product category

Premium Kitchenware and Tableware

NAICS

Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341), Small Electrical Appliance Manufacturing (33521), Packaging Machinery Manufacturing (333993)

SIC

Cutlery, Handtools & General Hardware (3420), Refrigeration & Service Industry Machinery (3580), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Form-Fill-Seal (VFFS/HFFS) Machines (IMAHAOAA)

Keywords

• Premium kitchenware
• Stainless steel cutlery
• Professional coffee machines
• Ceramic cookware coating
• German tableware

Headquarters

HQ city

Vienna

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Kitchen & Tableware Sales: Direct-to-consumer sales of kitchen knives, cookware (pots, pans), coffee machines, kitchen gadgets, tableware, and bar accessories through owned e-commerce platform and retail stores
2. B2B Professional Coffee Machines: Professional espresso machines and coffee equipment for business customers including WMF Espresso Pro and commercial-grade solutions
3. MY WMF Loyalty Program: Customer loyalty program with welcome bonuses, birthday gifts, and point collection driving repeat purchases and customer retention

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

WMF manufactures and sells premium German kitchenware and tableware including cutlery, pots, pans, kitchen knives, coffee machines, small kitchen appliances, tableware, glasses, bar accessories, and BBQ equipment. Its products are made primarily with proprietary materials such as Cromargan stainless steel and Fusiontec ceramic-metal coatings, sold direct-to-consumer via wmf.com and owned retail stores, with a dedicated B2B channel for professional espresso machines.

Product overview

WMF (Württembergische Metallwarenfabrik) is a German premium kitchenware and tableware brand founded in 1853, now part of Groupe SEB. The company offers a comprehensive portfolio of kitchen products organized into core categories: Cutlery (including exclusive WMF X LUFTHANSA collaboration), Pots and Cookware, Frying Pans, Coffee Machines (including WMF Perfection and WMF Espresso Pro lines), Kitchen Knives, Kitchen Gadgets, Kitchen Appliances, Kitchen Storage, Tableware, Glasses & Carafes, and Baking Accessories. Key sub-brands include Fusiontec (advanced cookware with Tim Raue editions), Cromargan (proprietary stainless steel), Profi Plus (professional kitchen helpers), and Kineo (dynamic design collection for coffee lovers). The company also operates the MY WMF Club loyalty program. Products are sold through direct-to-consumer online stores and physical retail locations across Germany and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• WMF X LUFTHANSA: Exclusive collaboration with Lufthansa featuring premium cutlery sets.
• Cromargan
• Fusiontec
• Cromargan Protect
• Damasteel
• Perfection
• Kineo
• Barista

Products and services

• Cutlery (Bestecke) Premium cutlery including cutlery sets, forks, spoons, children's cutlery, table knives, and serving cutlery, featuring the exclusive WMF X LUFTHANSA collection. Built on proprietary Cromargan stainless steel technology.
• Pots (Töpfe) Comprehensive cookware line including pot sets, low casseroles, stew pots, roasting pots, steamers, fondues, induction pots, saucepans, high casseroles, pressure cookers, and stockpots, including Fusiontec variants.
• Pans (Pfannen) Frying and cooking pans including pan sets, frying pans, grill pans, induction pans, pan lids, pans with lids, stewing pans, serving pans, and woks.
• Coffee Machines (Kaffeemaschinen) Full range of coffee preparation equipment including filter coffee machines, automatic coffee machines, espresso machines, coffee grinders, milk frothers, coffee beans, coffee glasses, coffee pots, and accessories, including the WMF Perfection line.
• Kitchen Knives (Küchenmesser) Professional and home kitchen knives including knife sets, bread knives, chopping knives, cheese knives, chef's knives, santoku knives, paring knives, steak knives, knife blocks, sharpeners, and the Damasteel premium line using Damascus steel technology.
• Kitchen Gadgets (Küchenhelfer) Kitchen utensils and helpers including juicers, spice grinders, cooking spoons, utensil sets, pizza cutters, citrus presses, salt & pepper grinders, scissors, and cutting boards.
• Kitchen Appliances (Küchengeräte) Small kitchen appliances including egg cookers, food processors, kitchen scales, kitchen timers, blenders, sandwich makers, toasters, waffle irons, kettles, and soda makers.
• Kitchen Storage (Küchenaufbewahrung) Food storage and organization items including butter dishes, herb gardens, food storage containers, sugar bowls, and sugar shakers.
• Tableware (Geschirr) Dining and serving items including bar accessories, egg cups, tableware sets, children's dishes, baskets, mixing bowls, cups, plates, travel mugs, vacuum flasks, and bottles.
• Glasses & Carafes Drinkware including coffee glasses, carafes & decanters, highball glasses, champagne glasses, water glasses, wine glasses, and whiskey glasses.
• Baking Accessories Baking tools and equipment including casserole dishes, baking sheets, baking pans, baking tools, whisks, and cake servers.
• BBQ & Accessories (Grills & Zubehör) Outdoor cooking equipment including electric grills, fondues, grill tongs, BBQ accessories, kitchen thermometers, raclette grills, and plancha grills.
• Fusiontec Cookware Collection Advanced cookware collection featuring proprietary Fusiontec material technology with multiple lines: Tim Raue edition, Mineral Pro, Essential Pro, and Function Pro.
• Profi Plus Kitchen Helpers Collection Professional-grade kitchen helper collection celebrating 30 years, offering a comprehensive range of kitchen utensils designed for serious home cooks and professionals.
• WMF Perfection Coffee Machine Premium automatic coffee machine line for home use, offering full coffee customization and professional-grade brewing within WMF's masterworks range.
• WMF Espresso Pro Professional-grade espresso machine for commercial and high-end home use, part of WMF's dedicated B2B professional coffee operations.
• Element One Soda Maker Premium sparkling water maker system available in Ice Flow, stainless steel, and Lava color variants for home use.
• Mix & Go Touch Smoothie Maker Portable smoothie maker with touch operation for on-the-go smoothie preparation, available in multiple color variants (frosty green, sea shell, lava, pearl blush).
• Nature Pro Spice Mill Premium spice grinder with ceramic grinding mechanism available in light and brown color variants as part of the Nature Pro kitchen gadgets line.
• WMF X LUFTHANSA Besteck-Set Exclusive cutlery collaboration with Lufthansa, designed for First Class cabin service, available through promotional giveaways and retail channels.
• MY WMF Club Loyalty Program Customer loyalty program offering €10 welcome bonus, annual birthday gifts, point collection, and digital receipts to drive repeat purchases and retention.
• Bar Accessories Home bar equipment including hip flasks, bottle caps, corkscrews & bottle openers, wine & champagne coolers, shakers, and accessories.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• LufthansaminorStrategic or Co-development PartnerWMF X Lufthansa collaboration featuring exclusive cutlery sets designed in partnership with Lufthansa, including WMF Lufthansa Ju First Class Besteck-Set available through promotional giveaways and potentially retail channels
• Tim RauecoreStrategic or Co-development PartnerMichelin-starred chef Tim Raue collaborated with WMF to create the exclusive Fusiontec Tim Raue cookware collection, featuring limited edition pieces developed with the celebrity chef's input on design and functionality
• Groupe SEBcoreChannel Partner/ Reseller/ DistributorWMF is a 100% subsidiary of Groupe SEB WMF Consumer GmbH, operating as the consumer-facing entity under the larger Groupe SEB corporate umbrella. The company structure includes Groupe SEB WMF Retail GmbH for direct-to-consumer operations

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Le Creuset: Premium cookware and tableware brand with comparable premium pricing, design-led positioning, and overlap with WMF in pots, pans, and tableware categories for home cooking enthusiasts.
• Jura: Premium Swiss automatic coffee machine manufacturer with direct overlap with WMF's B2B professional coffee segment (WMF Espresso Pro) and the home automatic coffee machine category.
• Zwilling J.A. Henckels: Premium German cutlery and cookware brand with directly overlapping product categories (knives, pots, pans, kitchen tools) and similar premium positioning. Both compete head-to-head in German and European markets for the home cook premium segment.
• Bodum: Premium kitchenware brand with comparable positioning in coffee preparation (French press, coffee makers), glassware, and table accessories, addressing a similar premium home consumer segment.
• Fissler: Premium German cookware manufacturer with comparable premium positioning, focus on pressure cookers and pots, and direct overlap with WMF's core cookware categories in DACH markets.
• Villeroy & Boch: Premium German tableware, glassware, and home brand with comparable premium positioning and overlap with WMF in plates, glasses, cups, and table-setting categories.

Broad incumbents

• De'Longhi: Italian global small appliance manufacturer with overlapping product categories including coffee machines, kettles, toasters, and kitchen appliances. Broader geographic footprint and larger scale than WMF.
• Moulinex: Groupe SEB sister brand with overlapping small kitchen appliance categories (blenders, sandwich makers, toasters) competing for similar consumer segments within the parent conglomerate's portfolio.
• Tefal: Groupe SEB sister brand with overlapping cookware (pans, pots) and small kitchen appliances. Sister brand within the same parent conglomerate, competing directly with WMF in non-stick cookware and kitchen tools.
• Smeg: Italian premium small appliance brand with overlapping categories in coffee machines, kettles, toasters, and small kitchen appliances with comparable premium design-led positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCTdKbaeS-xOZNlaaHMN4aOg
• Facebookfacebook.com/WMF
• Instagraminstagram.com/wmf/?hl=de
• Pinterestpinterest.de/wmf_global/wmf-deutschland
• TikTokwmf.com/de/de/events/tiktok.html
• LinkedInlinkedin.com/company/wmf-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 WMF