CENT Direktvertriebs GmbH

What CENT Direktvertriebs GmbH does

CENT Direktvertriebs GmbH is a privately held German limited liability company (GmbH) founded in 1999 and headquartered at Kulmbacher Straße 17 in Himmelkron, Bayern. The company operates a B2B e-commerce distribution business selling professional hospitality equipment and supplies to hotels, restaurants, catering companies, and bars primarily in Germany and Switzerland (the DACH region). It is commercially registered under the trading names "Cent" and "Cent Gastronomiebedarf" and runs a dedicated Swiss storefront at cent-online.ch alongside its German shop at cent-online.de. The business is restricted to commercial customers (Gewerbekunden) and emphasizes personal phone consultation combined with online ordering.

The company's product catalog spans 11 main categories — table setting (Gedeckter Tisch), buffet, fingerfood, displays (Aufsteller), bar, boards/signs (Tafeln), furniture (Einrichtung), workwear (Berufsbekleidung), kitchen (Küche), kitchen furniture, and kitchen technology — with over 250 catalog pages referenced and more than 60 different pan SKUs alone. CENT has developed three proprietary sub-brands layered on top of its distribution model: Five Stars by cent (premium porcelain), cookmax (cookware with Economy, Professional, and Gourmet tiers), and CentPro (cutting boards and prep stations). Distribution is supplemented by 15+ named European manufacturing partnerships, including APS, Bormioli Rocco, Hendi, Holst Porzellan, Lacor, Tognana, Vista Alegre Atlantis, Westmark, Weck/Züchner, Franz Mensch, Pacovis, WAS Germany, PAPSTAR, AdHoc, and Solex.

The revenue model is straightforward one-time B2B product sales via the proprietary e-commerce storefront, with unit pricing ranging from €0.75 to €68.24, volume-based pricing via VPE (Verpackungseinheit) bulk packaging, a SALE section offering discounts up to 59%, and free shipping for orders above €250 EUR. Operational differentiation rests on in-stock inventory enabling 1-2 business day delivery and personal phone consultation (+49 9273 57575-0). The company employs 7 people, has never raised institutional funding, has no disclosed management team beyond general contact channels, and has not been subject to any reported M&A, regulatory, or restructuring activity in the available source data.

Name

CENT Direktvertriebs GmbH

Legal name

CENT Direktvertriebs GmbH

Website

https://cent-online.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

CENT Direktvertriebs GmbH is a privately held German B2B e-commerce distributor of professional hospitality equipment and supplies — tableware, buffet, bar, kitchen, and workwear — serving hotels, restaurants, caterers, and bars across the DACH region via cent-online.de and cent-online.ch.

Ownership category

akta.pro rank

Product category

Hospitality Equipment Distribution

akta.pro primary industry

Foodservice & Hospitality Supply Marketplaces (CRAFAHAE)

Keywords

• Hospitality equipment supplies
• Catering equipment distribution
• Professional kitchen utensils
• Restaurant tableware
• Commercial foodservice equipment

Headquarters

HQ city

Himmelkron

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct B2B sales of hospitality equipment and supplies through e-commerce platform. Revenue generated through one-time product transactions with volume-based pricing and bulk discount options. Products sold include tableware, buffet equipment, kitchen equipment, bar supplies, and workwear for professional gastronomy establishments.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

CENT Direktvertriebs GmbH is a B2B specialty mail-order distributor (Fachversand) of professional hospitality equipment, selling tableware, buffet presentation systems, fingerfood serving items, bar supplies, kitchen cookware and appliances, kitchen furniture, workwear, and front-of-house furnishings to hotels, restaurants, catering companies, and bars across the DACH region. The company operates an e-commerce shop (cent-online.de) plus a Swiss storefront (cent-online.ch), backed by a Himmelkron warehouse enabling 1-2 business day delivery, and offers phone-based personal consultation for outfitting complete equipment concepts.

Product overview

CENT Direktvertriebs GmbH is a direct sales company specializing in hospitality and catering equipment for hotels and restaurants. The company operates as a B2B e-commerce platform offering a comprehensive portfolio organized into major product categories: Gedeckter Tisch (table setting with its Five Stars by cent premium porcelain sub-brand), Buffet & Catering equipment (including BUFFET System, Radici, and NORD buffet systems), Fingerfood serving solutions (both disposable and reusable), Bar equipment, Kitchen supplies (including Cookmax cookware lines), and Kitchen Furniture. The portfolio includes over 60 different pans, professional knives, and extensive cooking utensils. The company positions itself on quality, durability, practical design, and reliable daily performance, serving professional catering businesses seeking complete outfitting solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Five Stars: Premium porcelain tableware series under the cent brand, featuring sophisticated designs for professional hospitality settings
• cookmax
• CentPro

Products and services

• Five Stars by cent Premium porcelain tableware collection with distinctive designs such as Ebony (black with irregular pattern) and Schieferlook (slate look), positioned for upscale hotels and restaurants.
• BUFFET System Modular buffet presentation system with System WOOD (wooden elements) and Universal Aufsätze attachments, enabling flexible buffet configurations for hotel and catering operations.
• Buffetsystem Radici Buffet system comprising Ständer & Tabletts (stands and trays), Behälter & Körbe (containers and baskets), and Zusatzartikel (additional articles) for professional buffet setups.
• Buffetsystem NORD Nordic-style modular buffet system designed for professional catering and hotel applications.
• cookmax cookware Cookware brand line offering three tiers — Economy, Professional, and Gourmet — covering pans, pots, woks, and roasters for professional kitchens.
• Table Setting (Gedeckter Tisch) Complete table-setting category offering porcelain dishes (including Five Stars by cent premium line), cutlery, glasses, cafeteria/barista equipment, carafes, serving accessories, menus, tablecloths, and trays for professional hospitality service.
• Buffet & Catering equipment Buffet presentation and catering equipment category covering display items, chafing dishes, soup stations, coffee machines, and modular buffet systems (BUFFET System, Radici, NORD).
• Fingerfood serving solutions Single-use and reusable fingerfood serving solutions including palm leaf bowls, bamboo and wooden picks, Weck jars, to-go containers, and eco-friendly disposable items for events and catering.
• Bar equipment Professional bar supplies including pourers, dispensers, preparation tools, glassware for cocktails, long drinks, wine, sparkling wine, whisky, brandy, and schnapps, plus bottle coolers, mixers, straws, and cleaning utensils.
• Professional kitchen equipment and cookware Professional kitchen equipment and utensils including cookmax cookware (Economy, Professional, Gourmet lines), pans, pots, woks, roasters, pizza equipment, GN inserts, knives, cutting boards, cooking utensils, baking tools, grill accessories, and storage containers.
• Kitchen technology appliances Kitchen technology and appliances including cooking and grilling equipment, mixing and cutting devices, warming equipment, refrigeration, vacuum sealers, deep fryers, smoking accessories, thermometers, timers, and scales.
• Kitchen furniture Kitchen furniture including carts, shelves, and waste bins designed for professional kitchen and catering environments.
• Hospitality furniture and furnishings Front-of-house interior equipment including standing and bistro tables, tablecloths and skirtings, ashtrays, waste bins, hygiene products, LED lighting, and general hospitality furnishings.
• Professional workwear Professional uniforms for waiters and chefs including Kellnerbekleidung (waiter attire), Kochbekleidung (chef clothing), and Kellnerbedarf (waiter service accessories).
• Displays, boards and signs Display and signage products including Tischtafeln (table tents), Kartenhalter (card holders), Reserviert-Schilder (reservation signs), Tafeln & Klapprahmen (boards and snap frames), and Kreidemarker (chalk markers) for daily specials and menu displays.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered minor.

• Züchner GmbHminorChannel Partner/ Reseller/ DistributorGerman glassware supplier providing Weck glass products including Gourmet and Gugelhupfform glass jars for food presentation and storage in gastronomy settings.
• Pacovis Deutschland GmbHminorChannel Partner/ Reseller/ DistributorSingle-use catering products supplier offering palm leaf plates and bowls for sustainable disposable food service applications.
• WAS GermanyminorChannel Partner/ Reseller/ DistributorGerman catering supplies manufacturer providing bamboo cocktail picks and party picks for finger food service.
• Franz Mensch GmbHminorChannel Partner/ Reseller/ DistributorGerman birchwood products supplier providing disposable wooden picks and toothpicks for catering and food service applications.
• PAPSTARminorChannel Partner/ Reseller/ DistributorGerman single-use products supplier providing palm-wedel designed cocktail picks for professional catering.
• Assheuer + Pott GmbH & Co. KG (APS)minorChannel Partner/ Reseller/ DistributorGerman melamine tableware manufacturer providing Basic and Stack melamine petit dishes in various colors for professional table service.
• Holst Porzellan GmbHminorChannel Partner/ Reseller/ DistributorGerman porcelain manufacturer providing the Aida oval bowl series and Frittentuete (french fry cups) for professional food presentation.
• Hendi B.V.minorChannel Partner/ Reseller/ DistributorDutch catering equipment manufacturer providing professional kitchen tools and accessories through CENT's product catalog.
• Bormioli Rocco B.V.minorChannel Partner/ Reseller/ DistributorItalian glassware manufacturer providing professional glass products including Weck glass jars for food storage and presentation.
• WESTMARK GmbHminorChannel Partner/ Reseller/ DistributorGerman kitchen tools manufacturer providing beer warmers and professional bar equipment for gastronomy applications.
• Tognana S.p.A.minorChannel Partner/ Reseller/ DistributorItalian porcelain manufacturer providing professional tableware products through CENT's hospitality equipment distribution.
• Lacor S.p.A.minorChannel Partner/ Reseller/ DistributorItalian stainless steel cookware and kitchen utensils manufacturer providing professional-grade kitchen equipment for gastronomy.
• SolexminorChannel Partner/ Reseller/ DistributorCatering supplies brand providing glass and service products through CENT's product distribution network.
• AdHocminorChannel Partner/ Reseller/ DistributorGerman design kitchenware brand providing serving accessories and table presentation items through CENT's catalog.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CHEFS CULINAR: CHEFS CULINAR is Germany's largest B2B foodservice distributor, supplying hotels, restaurants, and caterers with tableware, kitchen equipment, and consumables. It is the most directly comparable peer to CENT in terms of customer base, product breadth, and B2B distribution model, though it operates at far greater scale with a larger field-sales and catalog operation.
• Transgourmet Deutschland: Transgourmet is a major German B2B foodservice distributor owned by Coop, supplying fresh, frozen, and dry goods along with non-food hospitality supplies to hotels, restaurants, and caterers. It is a direct peer in the German HoReCa supply market, with deeper fresh-food capabilities but overlapping equipment and consumables categories.
• HAGOLA Großküchen- und Gastrotechnik: HAGOLA is a German B2B distributor of commercial kitchen and gastronomy equipment, serving hotels, restaurants, and catering operations. It overlaps directly with CENT's kitchen equipment, tableware, and buffet categories within the German market.
• Nisbets Deutschland: Nisbets is a UK-founded, pan-European e-commerce retailer specializing in catering equipment, tableware, and bar supplies—directly competing with CENT in the digital-first B2B hospitality equipment space across Germany and the broader DACH/EU region.
• gastro-hero.de (HAGOLA GmbH): gastro-hero.de is a German online B2B retailer specializing in gastronomy and catering equipment, with a similar catalog structure (tableware, kitchen, buffet, bar). It is one of CENT's closest digital-native competitors in Germany, competing head-to-head on assortment, price, and fulfillment.

Regional players

• LÖFFLER Großküchen- und Gastronomiebedarf: LÖFFLER is an Austrian B2B distributor of gastronomy and large-kitchen equipment, serving hotels, restaurants, and caterers primarily in Austria. It is comparable to CENT as a regional Austrian peer in the same hospitality equipment distribution category.
• Stalgast Gastro- und Großküchentechnik: Stalgast is a Polish-headquartered manufacturer and supplier of professional kitchen equipment and tableware for HoReCa across Central Europe. It is comparable to CENT as a competing mid-market supplier of professional kitchen and tableware equipment in the DACH/Central European region.

Broad incumbents

• METRO AG: METRO is the broad incumbent European foodservice and hospitality wholesale leader, serving HoReCa customers via cash & carry and delivery across the DACH region. It overlaps with CENT across virtually every category but operates at much larger scale with private-label manufacturing and broad-line assortments that exceed CENT's specialty position.
• Edeka Foodservice Handelsgesellschaft Rhein-Main: Edeka Foodservice is the foodservice wholesale arm of Edeka, supplying restaurants, hotels, and caterers across Germany. As a broad-line grocery and supply wholesaler with much larger scale, it competes with CENT for the same HoReCa customers but with a deeper grocery assortment.
• Sodexo Beteiligungs GmbH (B2B Foodservice): Sodexo is a global B2B foodservice and facility management provider with substantial operations in Germany. While its primary business is contract catering and FM services, it overlaps with CENT in the broader HoReCa supply chain and represents a much larger, diversified incumbent in the same end market.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/cent-direktvertriebs-gmbh

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 CENT Direktvertriebs GmbH