Schimmelpfennig GmbH & Co. KG

What Schimmelpfennig GmbH & Co. KG does

Schimmelpfennig GmbH & Co. KG operates badshop.de, a German-language direct-to-consumer e-commerce platform specializing in bathroom furniture, fixtures, ceramics, faucets, showers, bathtubs, heaters, and accessories. Founded in 1999, the Heilbad Heiligenstadt-based company sells branded products from premium German manufacturers including Pelipal, Puris, Burgbad, HSK, Nobilia, Villeroy & Boch, Geberit, Hansgrohe, Grohe, and Axor. The platform is built on Magento and supports multiple payment methods (PayPal, credit card, invoice, bank transfer, Apple Pay) with free shipping within Germany and selected delivery to seven other European countries.

The business combines online retail with a 600 m2 physical showroom in Heilbad Heiligenstadt where customers can consult with staff, use a 3D bathroom planning service, and collect orders. Marketing relies on a multi-channel approach: an SEO-optimized product catalog, a thematic content hub (Themenwelt) covering ventilation, water-saving, barrier-free bathrooms, and design guidance, email newsletters with discount incentives, and an active presence on Facebook, Instagram, X, and Pinterest, supplemented by listings on idealo, LionsHome, and billiger.de. The company is privately held as a GmbH & Co. KG with approximately 9 employees and no disclosed external funding.

Revenue is generated entirely through one-time product sales rather than subscriptions or recurring contracts. Pricing spans from budget accessories around €57 to premium mirrored cabinets and complete bathroom sets exceeding €3,000. Customer segments are horizontal B2C consumers — primarily homeowners undertaking complete renovations, new builds, or modernizations, with a secondary focus on smaller guest bathrooms and compact spaces. The value proposition centers on expert advisory, integrated 3D planning, branded quality assurance, and trust certifications (Trusted Shops, Google Certified Retailer), targeting consumers who want to coordinate multiple bathroom elements from one retailer rather than assembling components independently.

Name

Schimmelpfennig GmbH & Co. KG

Legal name

Schimmelpfennig GmbH & Co. KG

Website

https://badshop.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Schimmelpfennig GmbH & Co. KG operates badshop.de, a German direct-to-consumer e-commerce retailer of bathroom furniture, fixtures, and accessories, serving homeowners undertaking renovations and modernizations, with a 600 m2 showroom and 25+ years of specialist expertise.

Ownership category

akta.pro rank

Product category

Bathroom Furniture & Fixtures Retail

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430)

akta.pro primary industry

Bathroom Vanities & Cabinetry Showrooms (CRAIAFAB)

akta.pro secondary industries

Bath Fixtures & Wellness (Showers, Tubs, Steam, Saunas) Showrooms (CRAIAFAD), Plumbing Fixtures & Faucets Showrooms (CRAIAFAC)

Keywords

• Bathroom furniture retail
• Bathroom fixtures online
• Shower and bathtub sales
• Bathroom renovation products
• Bathroom accessories shop

Headquarters

HQ city

Heilbad Heiligenstadt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated through direct sales of bathroom furniture, fixtures, and accessories via e-commerce platform and physical showroom. Products include bathroom furniture sets, shower cabins, bathtubs, bathroom ceramics, faucets, and accessories from multiple branded manufacturers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Schimmelpfennig GmbH & Co. KG operates badshop.de, a German online retailer of bathroom furniture, fixtures, and accessories, complemented by a 600 m² physical showroom in Heilbad Heiligenstadt. The offering spans complete bathroom solutions — including furniture sets, shower enclosures, bathtubs, ceramics, faucets, mirror cabinets, heaters, and accessories from branded manufacturers (Pelipal, Puris, Burgbad, HSK, Nobilia, Hansgrohe, Grohe, Villeroy & Boch, Geberit) — supported by 3D bathroom planning services, phone consultation, and free shipping within Germany.

Product overview

Schimmelpfennig GmbH & Co. KG operates badshop.de, a German online bathroom retailer with 25+ years of expertise and a 600 m2 showroom in Heilbad Heiligenstadt. The platform offers a unified e-commerce experience for complete bathroom solutions across eight core product categories: Badmöbel (furniture), Duschen (showers), Baden (bathtubs/whirlpools), Badheizkörper (heaters), Badkeramik (ceramics), Badarmaturen (faucets), Zubehör (accessories), and Spiegelschränke/Badspiegel (mirror cabinets/mirrors). The product portfolio includes branded furniture sets from Pelipal, Puris, and Burgbad; shower solutions from HSK and Breuer; bathing products from Repabad and Riho; ceramics from Villeroy & Boch and Keramag; and faucets from Hansgrohe, Grohe, and Axor. The offering is complemented by 3D bathroom planning services and in-showroom consultation. The company operates exclusively through its own online platform with no marketplace distribution.

Differentiator

Problem solved

Functional benefit

Products and services

• Badmöbel (Bathroom Furniture)
• Duschen (Showers)
• Baden (Bathing)
• Badheizkörper (Bathroom Heaters)
• Badkeramik (Bathroom Ceramics)
• Badarmaturen (Bathroom Faucets)
• Zubehör (Bathroom Accessories)
• 3D-Badplanung (3D Bathroom Planning)
• Spiegelschränke (Mirror Cabinets)

Quantifiable outcome

• Trusted Shops certification with buyer protection up to €20,000
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• PelipalcoreChannel Partner/ Reseller/ DistributorLong-standing partnership with Pelipal, a leading German bathroom furniture manufacturer. Pelipal products represent a core part of badshop.de's inventory, featuring prominently in the product catalog and marketing materials. Multiple Pelipal series and products are featured as top sellers and highlights.
• PuriscoreChannel Partner/ Reseller/ DistributorKey brand partner for bathroom furniture. Puris products, including the popular Star Line, Kera Plan, and Swing series, are featured extensively throughout the badshop.de catalog and promotional materials.
• BurgbadcoreChannel Partner/ Reseller/ DistributorPremium bathroom furniture brand partner. Burgbad products including the LIN20, Sinea, Orell, and Fiumo series are prominently featured in the mirrored cabinet and bathroom furniture sections.
• HSKcoreChannel Partner/ Reseller/ DistributorSpecialized partner for shower cabins and related products. HSK is featured as a top brand for shower solutions, including walk-in showers and shower trays, with promotional campaigns offering discounts.
• NobiliacoreChannel Partner/ Reseller/ DistributorMajor bathroom furniture partner with ongoing promotional campaigns (10% discount on all Nobilia sets). Nobilia products feature in multiple collections including Pure, City Line, and Ella Line.
• Hansgrohe/Grohe/AxormajorChannel Partner/ Reseller/ DistributorPremium faucet and shower fixtures partner. Hansgrohe, Grohe, and Axor products are available across multiple categories including washbasin faucets, shower systems, and accessories.
• Villeroy & BochmajorChannel Partner/ Reseller/ DistributorPartner for bathroom ceramics including toilets, bidets, and washbasins. Villeroy & Boch products represent the premium tier in the bathroom ceramics category.
• GeberitmajorChannel Partner/ Reseller/ DistributorPartner for bathroom installation systems, cisterns, and flush plates. Geberit products are featured in the bathroom ceramics and installation accessories sections.
• Trusted ShopscoreTechnology or IntegrationE-commerce trust and security partner providing buyer protection certification up to €20,000 and customer review system integrated into the badshop.de platform.
• idealo, LionsHome, billiger.deminorGTM or Marketing PartnerPrice comparison platform partnerships for market visibility and customer acquisition. Listed on major German price comparison sites to drive traffic and sales.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Badrensale: Badrensale is a smaller German online bathroom retailer offering discounted bathroom furniture, ceramics, and accessories. It directly competes with badshop.de's value and mid-range assortment and sale-driven promotional positioning.
• Megabad: Megabad is a long-established German online bathroom specialist selling furniture, sanitary ware, faucets, and wellness products across premium and mid-range brands. It competes directly with badshop.de on assortment depth, premium brand partnerships, and online configurator-led purchase journeys.
• Duschmeister: Duschmeister is a German specialist retailer focused on showers, shower enclosures, and bathroom accessories. It competes with badshop.de's shower and bathroom subcategories with a similar direct-to-consumer e-commerce playbook.
• Reuter: Reuter is one of Germany's largest pure-play online bathroom retailers, offering a comparable multi-brand product range (furniture, ceramics, faucets, showers) and a similar DTC e-commerce model. It is the most direct head-to-head competitor to badshop.de in the German bathroom specialist segment.
• Sanitärshop: Sanitärshop is a German online retailer specializing in plumbing, sanitary, and bathroom products targeting trade and end consumers. It is a direct competitor in the same multi-brand bathroom e-commerce category with overlapping brand partnerships.

Broad incumbents

• Home24: Home24 is a large European online furniture and home furnishings retailer covering a broader category than badshop.de, including bathroom furniture. It competes indirectly as a scaled incumbent with greater marketing and logistics resources, putting pressure on specialist players.
• Westwing: Westwing is a major European home and living e-commerce platform with a curated (members-club) assortment that touches bathroom furniture and accessories. It competes with badshop.de for premium homeowner purchases, though at a much broader category and scale.
• Wayfair: Wayfair operates a large generalist home furnishings marketplace in Germany with a significant bathroom subcategory. It competes with badshop.de on price, assortment breadth, and logistics rather than on specialist bathroom expertise.
• Amazon Germany: Amazon.de lists the same bathroom SKUs (Pelipal, Burgbad, Hansgrohe, etc.) at competitive prices with Prime shipping. As the dominant generalist e-commerce platform in Germany, it sets the price-discovery benchmark and supply-chain standard that badshop.de must compete against.

Others

• Villeroy & Boch: Villeroy & Boch is a premium bathroom ceramics manufacturer that supplies badshop.de as a brand partner. It is comparable as a potential future direct-to-consumer competitor and as a benchmark for premium brand positioning that badshop.de curates within its assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Badshop_de
• Facebookfacebook.com/badshop.de
• Instagraminstagram.com/badshop.de
• Pinterestde.pinterest.com/badshopde
• LinkedInlinkedin.com/company/schimmelpfennig-gmbh-&-co.kg

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 Schimmelpfennig GmbH & Co. KG