What ASA Selection GmbH does

ASA Selection GmbH is a family-owned German designer, distributor, and retailer of premium tableware, kitchen accessories, and home decor, headquartered in Höhr-Grenzhausen, Germany, and led by Managing Director Catrin Schubkegel. Founded in 1976, the company designs and sells porcelain, ceramic, Fine Bone China, and accessory collections manufactured by hand in small family workshops in Portugal — a production relationship the firm states has spanned more than three decades. The portfolio is organized around branded sub-collections: the à table Fine Bone China line developed with chef Jens Rittmeyer; the sphere, koi, and kolibri lines created with two-Michelin-star chef Tim Raue; the sustainable Re:glaze recycled-materials collection; supporting kitchen (wood oak cutting boards, oven forms), interior (vases, candle holders), textile (table sets, napkins), and drinkware categories; and metal display products under the surplace line for professional hospitality use. The firm employs 32 staff and operates with no disclosed external funding, parent entity, or M&A activity.

The company runs a hybrid go-to-market. Direct-to-consumer revenue flows through a Shopify-powered online store shipping to 23 European countries via DHL and UPS, with localized currency, free-shipping thresholds (€75 in Germany/Austria/Benelux), and a broad payment stack including Shopify Payments, PayPal, Apple Pay, Google Pay, Klarna, and Amazon Pay. A parallel B2B gastronomy motion targets professional restaurants and hospitality clients with dedicated consultation, showroom visits, and special pricing from a €500 order threshold. Distribution is complemented by an authorized dealer network across Germany and Europe searchable via a store locator on the company site. Marketing combines organic social (Instagram, Pinterest), paid acquisition across Google, Meta, Microsoft, TikTok, and Pinterest, Klaviyo email automation, Trusted Shops review integration, and a recipe blog tied to chef collaborations and events. Revenue is generated through one-time product sales (unit-priced €7.90–€322) plus digital gift vouchers.

The brand has accumulated sustained third-party validation: six consecutive German Brand Awards (2021–2026) from the Rat für Formgebung, and "Partner des Fachhandels" recognition from the German Retail Association every year from 2019 through 2023. Strategic depth comes from the chef co-development model — Tim Raue's restaurant was ranked #26 in The World's 50 Best Restaurants 2022 — which produces differentiated, chef-endorsed product lines and powers content marketing. No AI/ML capability is present in the product portfolio or technology stack, and growth is driven by an active new-collection cadence (five new collections launched in 2025 alone) rather than by funding-led scaling.

Name

ASA Selection GmbH

Legal name

ASA Selection GmbH

Website

https://asa-selection.de

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

ASA Selection GmbH is a family-owned German designer and retailer of premium handcrafted Fine Bone China porcelain, tableware, and home decor, selling via EU-wide direct-to-consumer e-commerce and a B2B gastronomy program, with exclusive chef co-developed collections.

Ownership category

akta.pro rank

Headquarters

HQ city

Höhr-Grenzhausen

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Direct-to-consumer online sales through their Shopify-powered e-commerce platform. One-time product purchases with shipping across European countries including Germany, Austria, Belgium, France, Netherlands, and others.
2. B2B Gastronomy Sales: Professional sales to restaurants and hospitality businesses through dedicated consultation and showroom experiences. Special volume-based pricing for orders over €500.
3. Gift Vouchers: Digital gift vouchers sold through the online shop for gifting purposes.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

ASA Selection GmbH designs, manufactures, and sells premium handmade ceramic and Fine Bone China tableware, kitchen accessories, and home decor products. Production is carried out by hand in small family businesses in Portugal. The portfolio includes branded collections developed in collaboration with Michelin-star chefs, sustainable recycled lines, and specialized B2B offerings for professional gastronomy. Sales are conducted primarily through a direct-to-consumer e-commerce shop and a dedicated B2B hospitality channel.

Product overview

ASA Selection GmbH is a German tableware and home goods company offering a diversified portfolio of tableware, kitchen products, and home decor. The product offering centers on multiple branded collections: the premium à table Fine Bone China series developed with chef Jens Rittmeyer; the chef collaboration lines sphere, koi, and kolibri created with two-Michelin-star chef Tim Raue; the sustainable Re:glaze recycled collection; and the Portuguese handcrafted stoneware seasons series. Supporting categories include kitchen accessories (wood collection with European oak cutting boards), professional hospitality offerings (surplace metal displays), interior décor, textiles, drinkware, and gift products. The company operates primarily as an e-commerce retailer with a professional B2B hospitality program targeting restaurants and gastronomy partners.

Differentiator

Problem solved

Functional benefit

Brands

• sphere: Exclusive Fine Bone China series developed with chef Tim Raue, inspired by Berlin old-school design with hand-painted yellow rim line featuring the Berlin TV tower motif.
• koi
• à table
• kolibri
• à table by Jens Rittmeyer
• surplace
• saisons agave
• wood oak

Products and services

• à table Collection Premium Fine Bone China tableware collection featuring extreme hardness, warm white color, clear design, and extensive form variety. Developed in collaboration with chef Jens Rittmeyer, includes double-walled saucieres and specialized sauce plates for professional and home dining.
• sphere Collection Fine Bone China collection created with Michelin two-star chef Tim Raue, featuring hand-painted bright yellow rim lines and iconic Berlin TV tower motif, bridging nostalgia with modern design.
• koi Collection Porcelain collection developed with Tim Raue, featuring hand-sprayed yellow gradient glaze representing strength, endurance, and vitality, designed to complement Asian-inspired cuisine presentations.
• kolibri Collection Earlier collaboration collection with chef Tim Raue featuring Asian-inspired design elements.
• Re:glaze Collection Sustainable tableware collection made from recycled materials, representing the company's commitment to resource-efficient production.
• surplace Collection Metal display collection for restaurant table service, including rectangular and square pull-out metal displays for presenting bread, butter, pralines, and sushi.
• saisons agave Collection Stoneware collection from Portugal featuring a unique light green gradient glaze inspired by agave plants, handcrafted with living glaze effects.
• wood Collection Wooden kitchen accessories collection including cutting boards, serving boards, trays, and salad servers made from European oak wood.
• ¡viva méxico! Collection New ceramic collection featuring Mexican-inspired designs, with 44 products in the lineup.
• moribana matcha Collection Ceramic collection designed for matcha moments, handmade in Portugal, featuring unique handcrafted bowls each with individual character.
• ASA Selection Gastronomie (Professional Hospitality Program) Professional hospitality program offering specialized tableware and accessories for restaurants and star chefs, with consultation appointments and special pricing from €500 order value, including dedicated showroom visits and personalized service.
• Gift Vouchers Digital gift vouchers available in various denominations sold through the online shop for gifting purposes.

Quantifiable outcome

• GERMAN BRAND AWARD 2026 winner for successful brand management in Germany

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration27 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Tim RauecoreStrategic or Co-development PartnerCollaboration with two-Michelin-star chef Tim Raue, whose restaurant is ranked #26 in The World's 50 Best Restaurants 2022. Three exclusive dinnerware collections developed: kolibri, koi, and sphere. Tim Raue contributes culinary concepts and ideas while ASA Selection provides design creativity and professional manufacturing.
• Jens Rittmeyer (Rittmeyers Restaurant No. 4)coreStrategic or Co-development PartnerCollaboration with star chef Jens Rittmeyer, known as the 'Saucengott' (Sauce God), whose restaurant is part of 'Handmade-in-Germany' Genussmanufakturen. Development of 'à table' Fine Bone China collection and double-walled saucieres specifically designed for sauce dishes.
• Sphere Tim Raue (Berlin TV Tower Restaurant)minorStrategic or Co-development PartnerExclusive Fine Bone China 'sphere' collection featuring Berlin TV tower motif sold exclusively at the Sphere Tim Raue restaurant souvenir shop, located 207 meters above Berlin.
• Shopify International LimitedcoreTechnology or IntegrationE-commerce platform provider for hosting and managing the online store. Data processing agreement in place to protect customer data.
• Cloudflare Inc.coreTechnology or IntegrationContent Delivery Network provider for faster delivery of website content and enhanced security through SSL/TLS encryption.
• DHL Paket GmbHcoreOthersPrimary shipping partner for German and European deliveries. Climate-neutral shipping offered as part of sustainability commitment.
• United Parcel Service (UPS)coreOthersSecondary shipping partner for German and European deliveries alongside DHL.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Rosenthal GmbH: German premium porcelain and tableware manufacturer with a long heritage. Highly comparable to ASA Selection across product category (Fine Bone China tableware, designer collaborations, professional hospitality channel) and target market (premium European consumers and fine-dining restaurants).
• Hering Berlin: Berlin-based modern porcelain design house producing premium tableware collections. Closely comparable to ASA Selection in designer-driven premium porcelain, art-direction-led collections, and positioning within Germany's design-conscious hospitality and consumer segments.
• Kahla / Thüringer Porzellan: German porcelain manufacturer with designer-led collections targeting both consumer and hospitality channels. Comparable to ASA Selection in product category, German design heritage, and dual B2B/B2C go-to-market approach.
• Fürstenberg Porzellan: Historic German porcelain manufacturer producing premium Fine Bone China tableware, including professional gastronomy lines. Directly comparable to ASA Selection in product (Fine Bone China dinnerware), heritage positioning, and fine-dining restaurant channel.

Broad incumbents

• Wedgwood: Iconic English porcelain and tableware brand with deep heritage, now part of Fiskars Group. Comparable to ASA Selection on premium Fine Bone China and consumer gifting, but operating as a broad incumbent across much wider categories and global markets.
• Le Creuset: Premium French cookware and tableware brand with strong DACH presence. Overlaps with ASA Selection in premium kitchen/dining positioning, gift-driven consumer demand, and aspirational chef-association marketing, but operating across a much broader product portfolio.
• Villeroy & Boch: Large German heritage tableware and bathroom ceramics brand operating a much broader portfolio. Overlaps with ASA Selection on premium porcelain tableware and B2B hospitality, but as a broad incumbent rather than a niche specialist.

Regional players

• Revol: French porcelain and culinary manufacturer producing handmade tableware for professional chefs and consumers. Comparable to ASA Selection in handmade craftsmanship, chef-driven collection development, and fine-dining positioning, though primarily serving the French market.
• Maxwell & Williams: Australian designer-led tableware brand with broad assortment across porcelain, glassware, and kitchen. Comparable to ASA Selection in designer collaborations, premium tableware positioning, and multi-channel DTC plus retail distribution, though focused on Asia-Pacific.
• Denby: UK-based pottery and tableware manufacturer with a heritage production model. Comparable to ASA Selection in premium ceramic tableware, multi-decade brand heritage, and direct-to-consumer plus hospitality distribution, though serving primarily UK/Commonwealth markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/asaselection
• Pinterestnl.pinterest.com/asaselectiongmbh
• LinkedInlinkedin.com/company/asa-selection-gmbh

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 ASA Selection GmbH