Wedl Handels

What Wedl Handels does

Wedl Handels-GmbH is an Austrian family-owned food wholesale and retail company founded in 1904 by Leopold Wedl in Hall in Tirol, currently led by third-generation managing directors Lorenz Wedl and Klaus Wedl. The company supplies gastronomy, hotels, and large-scale caterers (Großverbraucher) across Austria and also serves private consumers through seven physical retail markets (in Innsbruck, Vienna, Villach, Saalfelden, St. Johann im Pongau, Vöcklabruck, and Ried im Innkreis), its online shop, and an iOS/Android mobile app. Headcount stands at approximately 1,400 employees, and the company operates from a central headquarters and logistics center in Mils.

Name

Wedl Handels

Legal name

Wedl Handels-GmbH

Website

https://wedl.com

Company type

Private

Founded year

1904

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Tirol

HQ country

Austria

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Food Wholesale: Wholesale food distribution to gastronomy, hotels, and large-scale caterers with over 30,000 products
2. Retail Sales: Physical retail market sales to both professional customers (with trade license) and private individuals
3. Online Shop: E-commerce platform for product ordering and delivery
4. Delivery Services: Nationwide delivery service with own logistics fleet of 110+ trucks

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Wedl Handels is an Austrian family-owned food wholesale and retail company that supplies gastronomy, hotels, and large-scale caterers with over 30,000 food products through 7 physical retail markets, an online shop, and nationwide delivery via its own fleet of 110+ trucks. The company operates in-house coffee roasting facilities under the Testa Rossa brand and runs a Vinothek offering over 1,000 premium wines as part of its six specialized Genusswelten product categories.

Product overview

Wedl Handels is an Austrian family-owned food wholesale and retail company serving gastronomy, hotel industry, and large-scale caterers since 1904, operating as a unified platform combining physical markets at 7 locations across Austria with an online shop. The company offers a portfolio of six interconnected Genusswelten (enjoyment worlds): Obst & Gemüse (fresh produce), Fleisch (meat), Fisch (fish), Vinothek (wine shop with 1,000+ wines), Gourmet (delicacies and spices), and Kaffee (in-house roasted coffee including Testa Rossa brand). The online shop extends the offering through Bio (534+ organic products), Vegan (1,168+ vegan items), and Eigenmarken (324+ private label products including Cuisine Noblesse) categories. With over 30,000 articles and 1,400 employees, the company delivers nationwide via its own logistics fleet of 110+ trucks.

Differentiator

Problem solved

Functional benefit

Brands

• Testa Rossa caffè: Premium coffee brand roasted in-house with various coffee products including BiOrganic line
• Cuisine Noblesse
• Wedl's Bohne
• Wedl Italia

Products and services

• Obst & Gemüse (Fruit & Vegetables) Fresh produce assortment focusing on domestic and regional products during spring and summer seasons, complemented by international specialties for gastronomy, hotels, and retail customers.
• Fleisch (Meat) High-quality meat section offering national and international specialties meeting the highest quality standards for professional kitchens and retail customers.
• Fisch (Fish and Seafood) Premium fish and seafood selection featuring national and international specialties for gastronomy, hotels, and private customers.

Quantifiable outcome

• Top 10 food wholesale company in Austria
• +3 more outcomes

Named customers4 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

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Shop Top ServiceminorChannel Partner/ Reseller/ Distributor · 1 January 1997Service provider for gas station shops and convenience markets since 1997. Supplies food, sweets, beverages, pet food, and non-food products with quality assurance and timely delivery. Secondary business in voucher and prepaid card distribution.
• ÖGS Handels GmbH (Österreichische Gastronomie Service)minorChannel Partner/ Reseller/ Distributor · 1 January 1984Austrian gastronomy purchasing service established in 1984. Provides purchasing optimization and cost reduction for member businesses through collective buying power, double bonus tiers, and significant percentage rebates.
• Procaffé S.p.A.coreTechnology or IntegrationItalian coffee roasting company owned by Wedl Group. Comprises prestigious regional coffee brands: Bristot (Belluno, since 1919), Deorsola (Turin, since 1920), Breda (Padua, since 1921). Provides in-house roasting capabilities and specialty coffee expertise.
• Wörndle InterservicecoreStrategic or Co-development PartnerItalian premium food supplier serving gastronomy professionals throughout Italy from South Tyrol to Sicily. Offers over 300 fresh specialties in meat, fish, cheese, and deli categories. Brings international quality and current product trends.
• happyBytz FlexCocoreStrategic or Co-development PartnerRobotic kitchen assistant venture. Partnership between Wedl, food producer Giner, and Hamburg tech startup goodBytz. Develops culinary concepts for robot-assisted kitchens using certified, high-quality ingredients developed and licensed exclusively for robotic kitchens.
• GV Food Union FlexCocoreChannel Partner/ Reseller/ DistributorPurchasing consortium formed by two leading Austrian wholesale family businesses. Operates 24 locations nationwide with over 2,800 employees. Provides platform for brand growth in gastronomy, hotel, and catering sectors.
• BonnevitminorChannel Partner/ Reseller/ DistributorTirol-based premium frozen baked goods producer. Uses traditional Tyrolean baking methods, artisan expertise, exquisite raw materials, and refined recipes. Produces daily consistent quality baked goods.

Scale indicators6 records

Expansion highlights6 records

Direct peers

• CHEFS CULINAR: German food service distributor serving gastronomy, hotels, and catering with nationwide delivery and broad assortment. Direct competitor in the food service distribution category with comparable business model, customer base, and product breadth.
• Hügli: Swiss food manufacturer (part of Bell Food Group) supplying dried, convenience, and organic products to food service and retail in Europe. Comparable in serving gastronomy customers with branded and private-label food solutions.
• Transgourmet Österreich: Austrian subsidiary of Swiss Coop's Transgourmet, one of the largest food service distributors in Austria serving gastronomy, hotels, and communal catering. Directly comparable to Wedl in customer base, B2B delivery model, and broad assortment strategy.
• Hilcona: Liechtenstein-based food manufacturer specializing in convenience, frozen, and fresh meals for retail and food service across Europe. Comparable in supplying HoReCa with branded prepared foods and similar reliance on gastronomy distribution channels.

Broad incumbents

• SPAR Österreich: Largest Austrian grocery retailer with extensive private-label program and integrated food service supply. Comparable in operating physical retail markets across Austria with broad food assortment, though primarily B2C while Wedl is primarily B2B.
• REWE Group Austria (BILLA): Major Austrian grocery operator (BILLA, PENNY, ADEG) with broad food assortment and growing gastronomy supply. Comparable in multi-format Austrian food retail footprint, though operates at substantially larger scale than Wedl.
• METRO AG: Germany-headquartered cash-and-carry wholesaler serving HoReCa customers across more than 30 countries including Austria. Comparable in serving restaurants, hotels, and caterers with multi-category food and non-food assortment, though operates at significantly larger scale.

Emerging players

• Frischeparadies: German premium food distributor specializing in meat, fish, cheese, and gourmet products for top gastronomy and hotels. Comparable as a premium-positioned food service distributor serving the same HoReCa segment as Wedl's Gourmet and Fleisch/Fisch Genusswelten.

Regional players

• MPREIS: Austrian Tyrol-based grocery retailer with ~300 stores and strong regional brand in western Austria. Comparable as a family-influenced Austrian food retailer with overlapping customer base in Tirol, though focused on B2C rather than HoReCa wholesale.
• Handl Tyrol: Tyrolean family-owned food producer (Speck, bacon, sausages) selling into retail and gastronomy. Comparable as a regional Austrian food brand with gastronomy distribution overlap and shared Tyrolean heritage with Wedl.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/handelshaus.wedl

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 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 Wedl Handels