What scheel-mann USA does

scheel-mann USA is the North American distribution entity for the German-made scheel-mann brand of orthopedic aftermarket automotive seats. The brand traces to 1966 when racing driver Rolf Scheel developed a breakthrough backrest geometry matched to the human spine; operations were acquired by Greiner GmbH in 1987, and the US entity was established in Portland, Oregon in 2016 to serve North American customers. Manufacturing remains in Stuttgart, Germany, with hand assembly and proprietary upholstery milling, while the Portland facility functions as the headquarters, showroom, and stocked-fulfillment warehouse for the US and Canada.

The product portfolio centers on five seat families: the Vario F series (10- to 14-way adjustable seats for vans, trucks, and SUVs including XXL, Klima ventilated, and integrated-seatbelt variants), the Traveler and Sportline series (sport seats with deep bolsters for sports cars and Land Rover Defenders), and the scheel 101 (the 1966 bucket seat, including Limited Edition Pepita variants). Differentiated technology includes a proprietary spine-matched backrest shape, 4-way adjustable lumbar support, the Klima active-ventilation system with integrated heating, custom-milled fabrics, and a suspension-mounted bottom cushion on the scheel 101. The catalogue covers 13 seat models and 50 vehicle-specific bracket kits, with seat pricing from $2,122.50 to $3,210.00 and brackets from $150 to $640.

Revenue is generated through one-time sales of premium seats and accessories direct-to-consumer via the scheel-mann.com e-commerce storefront, supported by phone/email consultative sales, an authorized dealer and installer network, and a physical Portland showroom. Built-to-order custom configurations carry a 16-week lead time from Germany with full prepayment and air-freight surcharge. Primary customer segments are sports car enthusiasts, van/RV converters, off-road/Defender owners, and truck/SUV owners seeking ergonomic and orthopedic seating upgrades for long-distance or spirited driving.

Name

scheel-mann USA

Legal name

SCHEEL MANN USA

Website

https://scheel-mann.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

scheel-mann USA distributes German-made orthopedic aftermarket automotive seats across North America via direct e-commerce, an authorized dealer network, and a Portland, Oregon warehouse, serving sports car, van/RV, and off-road vehicle owners.

Ownership category

akta.pro rank

Product category

Aftermarket Automotive Seating

NAICS

Motor Vehicle Seating and Interior Trim Manufacturing (336360), Motor Vehicle Seating and Interior Trim Manufacturing (33636), Motor Vehicle Parts Manufacturing (3363), Automotive Parts and Accessories Retailers (44133)

SIC

Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Automotive Seating Systems Manufacturing (Frames/Mechanisms/Foam/Complete Seats) (IMACAKAA)

Keywords

• Orthopedic automotive seats
• Aftermarket car seats
• Ergonomic vehicle seating
• Bucket seat manufacturer
• Van and truck seats

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Aftermarket Automotive Seats: One-time sale of premium German-made automotive seats directly to consumers and through dealers. Revenue generated from seat sales with varying price points based on model, features, and customization options.
2. Seat Brackets and Installation Hardware: Vehicle-specific mounting brackets and sliders required for seat installation. Additional revenue stream from essential installation components.
3. Upholstery Materials: Sale of upholstery materials by the yard including cloths, leatherette, and real leather for customers to retrim interiors to match their seats.
4. Armrests and Accessories: Optional armrests that can be added to seats, priced per unit, sold as add-on accessories.
5. Merchandise: Branded merchandise including hats and apparel featuring collaborations with partners like Findlay and Overcrest Rally.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

scheel-mann USA manufactures and distributes premium German-made orthopedic aftermarket automotive seats for the North American market. The product portfolio spans adjustable van/RV/truck seats (Vario F series), classic and modern sports car bucket seats (scheel 101, Traveler R, Sportline R), Land Rover Defender-specific editions, and integrated seatbelt variants, supported by vehicle-specific mounting brackets and upholstery materials.

Product overview

scheel-mann USA is a German-made orthopedic aftermarket seating company that distributes premium automotive seats for North America. The product portfolio centers on five core seat model families: the Vario F series (adjustable seats for vans, trucks, and SUVs), the Traveler/Sportline series (sport seats for sports cars and Land Rover Defenders), and the scheel 101 (vintage-inspired bucket seats for classic sports cars). Each series offers variants with different features including the Klima active ventilation/heating system, XXL taller backrests, and integrated seatbelt options. The company also sells vehicle-specific seat bracket kits, upholstery materials by the yard, and branded merchandise. Products are available as stocked items from Portland, Oregon warehouse or as built-to-order with 16-week lead time from Germany.

Differentiator

Problem solved

Functional benefit

Products and services

• Vario F Flagship 10-way adjustable orthopedic seat with adjustable side bolsters, 4-way lumbar support, adjustable thigh support, and optional integrated heating; designed for vans, RVs, Sprinter, Transit, E-Series, Promaster, Express, Vanagon, Earthroamer, and Earthcruiser vehicles.
• Vario F XXL Vario F variant with a 3-inch (7cm) taller seatback, intended for drivers over 6 feet tall or with longer torsos; offers the same range of adjustments as the standard Vario F.
• Vario F Klima Vario F variant with advanced active ventilation system (integrated fans in seat bottom and backrest), combined integrated heating, and 14-way adjustability for year-round climate comfort.
• Vario F XXL Klima Variant combining the XXL taller backrest with Klima active ventilation and heating features, for taller drivers (over 6 feet) needing both cooling and warming functionality.
• Vario F with Integrated Seatbelt Vario F platform with integrated seatbelt mechanism and ISOFIX attachment points for child safety seats; designed for engineered applications requiring integral seatbelts such as rear van seating, limousines, or vehicles that came standard with integral seatbelts.
• scheel 101 Classic bucket seat introduced in 1966, the original scheel bucket seat, featuring adjustable backrest inclination, scheel perlon corduroy upholstery, ergonomic lumbar support, adjustable length thigh cushion, lap belt mounting points, and suspension-mounted bottom cushion; designed for sports cars including vintage Porsche 911.
• scheel 101 Limited Edition Pepita Limited edition variants of the scheel 101 featuring special Pepita cloth upholstery in Orange, Brown, and Green colorways.
• Traveler R Orthopedic sport seat for spirited driving with deep 'R' bolsters for increased lateral stability, 4-way adjustable lumbar support, raised thigh bolsters, and backrest release mechanism.
• Sportline R Most compact seat in the lineup, designed for sports cars with tight cockpits; features deepest side bolsters, raised thigh bolsters ('R' model), and thinnest seatback construction allowing occupants to sit 2 inches further back. Available with either round or square headrest.
• Traveler F - Land Rover Defender Edition Seat designed specifically for Land Rover Defenders with lift-up seat cushion providing access to factory battery and toolbox, additional storage on top of the seat box, integrated heat, 4-way lumbar support, and lower side bolsters for easier vehicle access. Fits ROW Defenders without internal cages, NAS 110, and NAS 90 Soft Top.

Quantifiable outcome

• Zero back or hip issues after 3000 miles of driving
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• GYEONminorStrategic or Co-development PartnerPartnership with GYEON, a leader in advanced automotive surface care, to offer cleaning and protection products aligned with scheel-mann's quality standards for material safety and performance. GYEON products recommended for caring for leather and leatherette upholstery.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Kirkey Racing Seats: US manufacturer of aluminum and composite racing seats with broad aftermarket distribution. Comparable as a direct aftermarket automotive seat competitor with similar vehicle-fitment breadth.
• Bride (Japan): Japanese manufacturer of high-end aftermarket bucket and sport seats known for carbon-fiber shells and motorsport heritage. Comparable in the premium sport seat category with similar enthusiast positioning.
• Sparco: Italian motorsport and aftermarket seat manufacturer offering sport, race, and OEM-grade seating. Comparable as a premium aftermarket seating brand serving enthusiast and conversion segments.
• Corbeau Seats: US-based aftermarket automotive seat manufacturer focused on sport, racing, and off-road applications. Directly comparable in the premium aftermarket seating category targeting enthusiast and conversion buyers.
• Recaro Automotive Seating: German manufacturer of premium aftermarket and OEM automotive seats with deep motorsport heritage. Most direct comparable to scheel-mann on product positioning, German manufacturing pedigree, and premium ergonomic seat technology.
• Racetech: Manufacturer of FIA-homologated motorsport and aftermarket automotive seats based in New Zealand. Comparable in the premium racing/aftermarket seat segment with similar fitment and comfort-focused engineering.
• Cobra Seats (Cobra International): Manufacturer of composite and motorsport aftermarket seats serving racing, sport, and OEM channels. Comparable in the premium aftermarket seat market with similar enthusiast and vehicle-conversion use cases.

Emerging players

• Braum Racing: US-based aftermarket seat brand offering sport and racing seats at more accessible price points. Adjacent competitor in the aftermarket seat category with overlap on sports car and track-day segments.
• PRP Seats (Performance Racing Products): Manufacturer of aftermarket off-road, UTV, and racing seats with strong presence in the overlanding and adventure vehicle segments. Comparable in van/RV and off-road seat adjacencies that overlap scheel-mann's customer segments.
• MasterCraft Safety: US manufacturer of aftermarket racing seats, harnesses, and safety equipment. Adjacent competitor in the enthusiast seating category with comparable vehicle-conversion and motorsport use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/scheelmannusa
• LinkedInlinkedin.com/company/scheel-mann-usa-llc

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 scheel-mann USA