Wilms

What Wilms does

Gustav Wilms oHG is a German family-owned partnership (oHG) founded circa 1892 in Buer/Barkhausen, operating across two divisions: a Wood & Packaging business serving industrial and logistics customers, and a HygieneHolz consumer business built on pine heartwood (Kiefernkernholz) derivatives. The Wood & Packaging division supplies custom and standard pallets, crates, transport frames, RFID-monitored reusable loops, just-in-time delivery, consignment warehouse management, and ISPM 15-compliant packaging for international trade, sold through direct B2B field sales and an enterprise portal (ssl.wilms.com). The HygieneHolz division extracts over 80 natural active ingredients from pine heartwood — including antibacterial, antifungal, and antiviral compounds validated by University of Greifswald research — and formats them into branded product lines: PinusVital natural cosmetics, PinusMineral dental care, KiefernGold oral hygiene, HygieneHolz bath and sleep mats, PinusFauna animal care, PinusFlora plant care, the Wald-Dusche shower device with recurring refill packages, and anbac antibacterial composite toys co-developed with eitech Germany.

The company runs on 100% renewable hydropower inherited from a ~100-year-old waterwheel tradition, ships all consumer parcels climate-neutrally via DHL GoGreen, and holds NATRUE, Eco-Control, Dermatest, and DGKH endorsements. GTM is dual: B2B is sales-led with customized logistics consulting and consignment inventory at customer sites; B2C combines a German/English e-commerce shop, a Buer showroom, and a regional dealer network. Wilms-SCT operates as an adjacent subsidiary for RFID-based packaging tracking. The company is led by Katharina Wilms (Geschäftsführung & Personal) with 51–100 employees and is privately held with no external investors, parent company, or public funding rounds disclosed.

Name

Wilms

Legal name

Gustav Wilms oHG

Website

https://wilms.com

Company type

Private

Founded year

1892

Operating status

Operating

Headcount range

51–100 employees

Short description

Gustav Wilms oHG is a German family-owned company (est. 1892) operating two divisions: a B2B industrial wood packaging and RFID-tracked logistics business, and a B2C HygieneHolz consumer line spanning natural cosmetics, dental care, animal care, plant care, and antibacterial toys — all built on a proprietary pine heartwood (Kiefernkernholz) extraction platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Barkhausen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wood & Packaging — Product Sales: Sale of wooden transport packaging (special pallets, standard pallets, crates, transport frames, transport safety solutions, custom packaging) to industrial and logistics customers. Revenue is generated through direct B2B sales relationships, including customized logistics solutions.
2. HygieneHolz — Consumer Product Sales: Direct-to-consumer and B2B sales of pine-based health and hygiene products including PinusVital natural cosmetics, PinusMineral dental care, KiefernGold, HygieneWood mats, pens, toys (anbac), animal care (PinusFauna), and plant care (PinusFlora). Sold through own e-commerce shop, showroom, and dealer network. One-time product purchases and repeat purchases across multiple product lines.
3. Logistics & Value-Added Services: Packaging and container loading (Containerstau), logistics services, sleeve preparation (Hülsenaufbereitung), disposal services, and stencil services. Bedarfsgesteuerte just-in-time delivery, RFID-monitored reusable loops, and consignment warehouse management at customer sites. These services complement the core packaging product line.
4. Gift Cards: Wilms sells gift vouchers (Geschenkgutscheine) in denominations of €10, €25, and €50 through its HygieneHolz online shop, driving both acquisition and gifting occasions.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Wilms manufactures custom and standard wooden transport packaging (pallets, crates, transport racks, transport frames, custom packaging, and transport securing solutions) for industrial and trading customers, supported by integrated logistics, container-loading, reel-processing, and RFID-tracked reusable packaging services. Through its HygieneHolz division, it produces and sells pine-heartwood-based consumer products including natural cosmetics, dental care, animal care, plant care, the Wald-Dusche forest shower system, hygienic mats and pens, and anbac antibacterial toys.

Product overview

Wilms (Gustav Wilms oHG) is a German family-owned company with over 133 years of history, operating two main divisions: Holz & Verpackungen (Wood & Packaging) and HygieneHolz (Hygienic Wood/Wellness). The Wood & Packaging division offers a comprehensive range of wooden transport packaging solutions including special and standard pallets, crates, transport racks, frames, and securing systems, complemented by logistics services, RFID monitoring, and custom packaging design. The HygieneHolz division specializes in wellness and hygiene products derived from pine heartwood, featuring branded lines including PinusVital natural cosmetics (skincare, body care, hair care), PinusMineral dental care, KiefernGold health products, and HygieneHolz household items (bath mats, bed mats, pens, toys), as well as PinusFauna animal care and PinusFloris plant care products. The company also developed an innovative Forest Shower system that infuses shower water with pine heartwood extracts, and anbac Toys—a world-first antibacterial toy line combining pine heartwood with plastic.

Differentiator

Problem solved

Functional benefit

Brands

• PinusVital: Natural cosmetics product line featuring pine heartwood extract for skin, body, and hair care
• PinusMineral
• KiefernGold
• HygieneHolz
• PinusFauna
• PineFlora
• Wilms Wald-Dusche
• anbac

Products and services

• Special Pallets (Spezialpaletten)

Quantifiable outcome

• Wald-Dusche Kiefernkernholz package lasts approximately 30-40 showers
• +7 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• DHL GoGreenminorStrategic or Co-development Partner · 1 August 2018Wilms ships all parcels via DHL GoGreen, DHL's climate-neutral shipping program. DHL invests in climate protection projects to offset the CO2 emissions generated by Wilms' shipments. DHL issues annual certificates documenting the offset volume. This partnership is a sustainability-focused operational arrangement rather than a commercial partnership.
• eitech GermanycoreChannel Partner/ Reseller/ Distributoreitech Germany manufactures and distributes the anbac toys product line under a brand licensing/manufacturing arrangement. anbac toys combine Wilms' Kiefernkernholz pine heartwood shavings with plastic (PP and PE) to create naturally antibacterial toys — the first toy series of its kind worldwide. The toy series is available through eitech Germany's distribution network as well as Wilms' own shop.
• businessbike.deminorOthersWilms offers E-Bike leasing to employees through a partnership with businessbike.de, supporting employee health and sustainable commuting. This is an employee benefits program rather than a commercial/go-to-market partnership.
• Institute Dermatest (Germany)minorOthersIndependent dermatological testing institute that tested and certified all Wilms PinusVital skin and body care products as 'dermatologically tested and approved' with an 'excellent' performance rating. This is a testing/certification relationship.
• NATRUE (International Natural and Organic Cosmetics Association)minorOthersNATRUE is the international certification body that certified Wilms' PinusVital products as compliant natural cosmetics. Wilms displays the NATRUE certificate on product pages as a trust and quality signal.
• Deutsche Gesellschaft für Krankenhaushygiene (DGKH)minorOthersDGKH published a recommendation (December 2020) on virucidal gargling and nasal spray, in which Wilms' KiefernGold product was cited as a suitable natural option for oral hygiene during viral outbreaks. This is an unsolicited third-party endorsement rather than a formal partnership.
• University of Greifswald (Research)minorStrategic or Co-development PartnerThe University of Greifswald conducted research on the skin-calming effects of Kiefernkernholz (pine heartwood), with findings summarized in a PDF available on Wilms' website. This research provides scientific backing for the Wald-Dusche and KiefernGold product lines.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Schoeller Allibert: European leader in reusable plastic packaging (containers, pallets, crates) with returnable pool systems. Relevant as a substitute technology for Wilms' wooden returnable packaging loops, particularly where hygiene, weight, or automation is prioritized over wood.
• Nefab: Swedish-headquartered global engineered packaging company offering custom wooden packaging, ISPM-15 compliant export solutions, and packaging logistics services. Overlaps with Wilms' special pallets, crates, transport frames, and customs compliance offerings for industrial customers.
• CHEP (Brambles): World's largest pallet pooling company operating reusable pallet and container networks with RFID tracking. Relevant as the dominant alternative in the reusable packaging pool model that Wilms-SCT competes against, though focused on plastic pooled platforms rather than custom wood.
• Georg Utz AG: Swiss-founded, now global, manufacturer of reusable industrial packaging (pallets, containers, dunnage) and a major player in RFID-tracked returnable packaging systems. Comparable to Wilms on the B2B packaging and RFID reusable loop side, but at much larger scale and broader geography.

Direct peers

• Falkenhahn AG: German family-owned manufacturer of custom wooden pallets, crates, and industrial packaging with ISPM-15 certified export packaging. Most directly comparable to Wilms' Wood & Packaging division in product mix, customer base (German industrial/logistics), and family-owned mid-market profile.
• Laverana (Lavera): German NATRUE-certified natural cosmetics manufacturer with broad personal care portfolio sold through own e-commerce and retail. Directly comparable to PinusVital on natural cosmetics positioning, online DTC channel mix, and German brand profile.
• Weleda AG: Swiss/German NATRUE-certified natural cosmetics and personal care brand with a similar premium natural-product positioning to PinusVital. Comparable on the consumer side of Wilms' HygieneHolz business in certification profile, natural-ingredient narrative, and DACH go-to-market.
• WALA Heilmittel (Dr. Hauschka): German manufacturer of natural cosmetics (Dr. Hauschka) and anthroposophic medicines, with strong NATRUE positioning and a heritage brand. Overlaps with Wilms' PinusVital and KiefernGold lines on natural skincare, certifications, and premium German natural-product positioning.
• Paletten-Service (Bochum): German pallet and packaging service provider offering standard and custom pallets, rental, and logistics services. Comparable in regional mid-market positioning and product scope to Wilms' Wood & Packaging division.

Emerging players

• Düllberg Konzentra: German specialist in natural essential oils, plant extracts, and aroma-chemical ingredients for cosmetics and wellness. Comparable as a B2B ingredient supplier in the natural extracts space that Wilms' pine heartwood platform could supply into or compete against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• Instagraminstagram.com/gustavwilmsohg
• LinkedInlinkedin.com/company/gustav-wilms-ohg

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Wilms