Felzl GmbH

What Felzl GmbH does

Felzl GmbH is a privately-held Viennese artisan bakery founded in 2000 by Horst Felzl, operating today as a multi-branch direct-to-consumer retail business under Managing Director Georg Oelschl ägel (in role since early 2023) following the 2020 transition of operational control to the Oelschl ägel family. The company operates six owned retail branches across Vienna's 1st, 2nd, 5th, 7th, and 9th districts — each with on-site baking from chilled dough — plus three proprietary bread vending machines (Brotautomaten) at Bernardgasse, Kaiserstraße, and Währinger Straße that sell unsold products at reduced prices after hours. The product portfolio spans traditional Austrian and European breads, hand-formed pastries (Gebäck), oven-fresh snacks, sweets, and Bio-Arabica coffee from Berlin roaster Andraschko, with ongoing seasonal and co-developed innovations (e.g., vegan Felzl Spitz with Planted, lemon croissant, Greek summer line). Distribution is complemented by an external Webshop at markone.app.

Name

Felzl GmbH

Legal name

Felzl GmbH

Website

https://felzl.at

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Felzl GmbH is a privately-held Viennese artisan bakery operating six retail branches and three bread vending machines in Vienna, producing daily-fresh traditional breads, pastries, snacks, sweets, and coffee from regional Austrian ingredients for direct-to-consumer sales.

Ownership category

akta.pro rank

Product category

Artisan Bakery

NAICS

Retail Bakeries (311811), Commercial Bakeries (311812), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro industry

PRIMARYTHAFAFAA

Retail Bakeries (Bread & Daily Bakery)

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Bakeries & Patisseries

SECONDARYCRAHAGAC

Bread & Pastry Specialty Stores

Consumer Products & Retail/Grocery & Food Retail/Specialty Food Stores (Deli, Cheese, Gourmet, Bakery)

SECONDARYAFAKAAAG

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused)

Agriculture & Food Production/Food Processing & Manufacturing/Bakery & Confectionery Manufacturing

Keywords

• Artisan Viennese bakery
• Handcrafted daily bread
• Sourdough and pastries
• Specialty coffee service
• Regional bakery retail

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail bakery sales: Direct over-the-counter sales of fresh bread, pastries, snacks, sweets, and coffee across 6 Vienna branches and 3 bread vending machines. Core revenue stream — in-store retail with on-site café service and take-away.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Felzl GmbH is a traditional Viennese artisan bakery producing daily-fresh Austrian breads, hand-formed pastries (Gebäck), snacks, sweets, and specialty coffee using regionally sourced ingredients such as wheat from Weinviertel, spelt and rye from Waldviertel, and Styrian pumpkin seeds, with up to 18-hour sourdough fermentation and in-store baking from chilled dough. Distribution runs through six owned retail branches in Vienna, three Brotautomaten (bread vending machines) selling unsold products at reduced prices after closing, and an online webshop (markone.app), supported by a comprehensive sustainability strategy ('I love Brot') including Kreislaufbrot bread-cycle recycling.

Product overview

Felzl GmbH is a traditional Viennese artisan bakery operating six retail locations throughout Vienna. The core product portfolio consists of handcrafted breads, pastries (Gebäck), snacks, sweets, and coffee, all produced with regional Austrian ingredients using traditional methods with up to 18-hour fermentation times. The company has developed innovative sustainability products including bread vending machines (Brotautomat) for food waste reduction, Kreislaufbrot (cycle bread) where unsold bread is recycled back into production, and reborn croissants. The bakery also runs Kunst-Felzl, a cultural event series featuring contemporary art exhibitions at their Kaiserstraße location. A new sustainable production facility in Großebersdorf is under development with EU funding support.

Differentiator

Problem solved

Functional benefit

Products and services

• Brot (Bread) Handcrafted, daily-fresh Austrian and European breads made with regional flour (rye and spelt from Waldviertel, wheat from Weinviertel, French wheat for French products) using long fermentation processes for flavor and shelf life. Sold across the six Vienna branches, three Brotautomaten, and the webshop.
• Gebäck (Pastries) Hand-formed traditional Austrian pastries such as Wachauer, Vintschgerl, Mohnstriezerl, pumpkin seed and sunflower seed rolls, Salzstangerl, olive and tomato rolls, all with 18-hour resting time before baking and baked fresh daily in each Vienna branch.
• Snacks Oven-fresh hot snacks: quiches, seasonal soups, stuffed pastries, salads (in reusable glass containers), with a specialty Scheiterhaufen on Wednesdays, served across the Felzl branches for breakfast and lunch.
• Süßes (Sweets) Sweet pastries and baked desserts such as Mini Gugelhupf, poppy seed cake, coconut domes, strudel butter puff pastry, Tartelettes au Chocolat, Swedish Knot, chocolate and monster brownies, and fruit-topped cheesecakes, served across Felzl's branches.
• Kaffee (Coffee) Organic Arabica coffee from Andraschko Berlin Coffee Manufactory (Pure Origins blend), sourced from hand-selected small farms and cooperatives and served across all Felzl branches as espresso, melange, or Verlängerter, with oat or soy milk options. Multi-use cups attract a discount; single-use cups carry a 10-cent surcharge.
• Brotautomat (Bread Vending Machine) Three automated bread vending machines (Bernardgasse 9, Kaiserstraße 51, Währinger Straße 54) that sell unsold bakery products at reduced prices after shop closing until 06:00, including Sundays and public holidays, as part of the 'Wir lieben Brot' food-waste initiative.
• Kreislaufbrot (Cycle Bread) Sustainability-focused bread line where unsold seeded Schwarz breads are recycled into breadcrumbs using oven residual heat and reincorporated into the sourdough for new loaves, marketed under the 'Wir lieben Brot' program for extended shelf life and reduced food waste.

Quantifiable outcome

• Zero unsold bread waste — unsold bread is reprocessed into new dough or sold via vending machines
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

21 partnerships are on record, tiered minor and core.

• PlantedminorStrategic or Co-development Partner · 9 October 2024Plant-based protein company collaborating with Simon Kotvojs and Felzl to create vegan snack products, launched at the Kunst-Felzl exhibition with Lorenz Kunath in October 2024. The Felzl Spitz with Planted-Duck was featured at the vernissage.
• VIENNA DESIGN WEEKminorGTM or Marketing Partner · 12 September 2023Cultural partnership with Vienna Design Week, announced September 2023. One of several cultural co-marketing partnerships.
• ViennaleminorGTM or Marketing Partner · 12 September 2023Cultural partnership with the Vienna International Film Festival (Viennale), announced September 2023.
• Admiral KinominorGTM or Marketing Partner · 12 September 2023Partnership with Admiral Kino cinema, announced September 2023 as part of Felzl's expanded cultural and media partnerships.
• Assmann MühlecoreTechnology or IntegrationFlour supplier using a patented stone mill process. Located in Guntramsdorf. Provides the exceptional-purity flour that is a foundational ingredient for Felzl's baked goods. Central to the quality narrative.
• Markus Maier-PaarcoreOthersPumpkin seed supplier from Gleisdorf, Styria. Provides high-quality Styrian pumpkin seeds for Felzl's pumpkin seed pastries (Kürbiskernweckerl). Ensures no 'blind passengers from Asia' contaminate the supply chain.
• NusslandminorOthersWalnut supplier for Felzl's baked goods.
• Waldviertler Bio-Landhof Gut MittelbergcoreOthersSupplier of apple juices and presumably other produce from the Waldviertel region. Complements regional sourcing strategy.
• Roman ThumminorOthersSupplier of cooked ham (Beinschinken) for Felzl's snack products.
• JumicoreOthersSwiss mountain cheese (Schweizer Bergkäse) supplier. Used in Felzl's Butterkäsestangerl and various toast creations. Featured prominently in snack and breakfast offerings.
• NÖMminorOthersOrganic milk (Biomilch) supplier for Felzl's baked goods and café offerings.
• Bioimkern SüdsteiermarkminorOthersBeekeeper collective from southern Styria supplying honey for Felzl's products.
• AndraschkocoreTechnology or IntegrationBerlin-based coffee roastery (Kaffeemanufaktur) supplying organic Arabica coffee to all Felzl branches. Works with hand-picked small farms and cooperatives. Coffee is served as Pure Origins blend, available as espresso, melange, Verlängerter, with oat or soy milk options. Key component of the café offering.
• GadeKo StudiominorGTM or Marketing PartnerDesign studio that created illustrations of Felzl's branch facades and designed the Advent calendar featured in 2024. Studio illustrations available via Dropbox for press use.
• NeunerhausminorOthersNon-profit organization receiving regular donations of unsold products from Felzl branches that cannot accommodate a bread vending machine.
• TralalobeminorOthersNon-profit organization receiving regular donations of unsold products from Felzl branches as part of the 'Wir lieben Brot' sustainability initiative.
• Caritas WärmestubeminorOthersCaritas warming station (social institution) regularly supplied with unsold Felzl products as a food waste reduction initiative.
• Dank DirminorOthersDonation organization collaborating with Felzl through donation boxes and fundraising events.
• DiakonieminorOthersCharitable organization partnering with Felzl through donation boxes and events.
• Simon KotvojscoreStrategic or Co-development PartnerProduct developer and chef collaborating with Felzl to create new seasonal snack products and special creations for the Kunst-Felzl art exhibition vernissages. Co-developed items include vegan snacks with Planted, Leberkäse toast, Trüffel-Toast, Kimchi-Toast, Jausenbrot with miso butter, and seasonal pastries.
• STAUD'SminorStrategic or Co-development PartnerAustrian premium preserves brand providing fine jams (apricot and raspberry) for Felzl's Krapfen, launched February 2025.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Müller Brot: Large German/Austrian bakery chain with hundreds of branches. Comparable retail bakery operations at scale but a mass-market incumbent rather than a craft specialist.
• Coppenrath & Wiese: Germany's largest frozen bakery manufacturer supplying retail and foodservice. Comparable bakery product portfolio (bread, pastries, cakes) but B2B-focused rather than D2C retail.
• Kamps: Major German retail bakery chain with extensive branch network. Comparable multi-channel bakery retail footprint in the broader DACH region, though without Felzl's craft focus.

Direct peers

• Joseph Brot: Premium Viennese artisan bakery combining in-store retail with B2B wholesale to hotels and restaurants. Directly comparable craft positioning, regional sourcing ethos and café culture within the same city.
• Ströck: Largest Viennese bakery chain with ~25+ branches and broad product range. Comparable retail bakery footprint and consumer base, though at a more mass-market positioning than Felzl.
• Bäckerei Paul Fürst: Artisan Austrian bakery famous for Mozartkugel-related pastries, with retail and tourism-focused positioning in Salzburg. Comparable handcraft specialty positioning and regional brand strength.
• Anker Brot: Historic Austrian bakery chain with deep Viennese retail presence. Comparable multi-branch retail bakery model in the same metro, serving the same broad consumer base.

Regional players

• Tierlieb Bäckerei: Austrian specialty bakery known for organic vegan products. Comparable quality, sustainability-led positioning and Austrian regional sourcing, though not Vienna-focused.

Others

• Andraschko Kaffeemanufaktur: Berlin-based organic Arabica coffee roastery supplying Felzl's cafés. Comparable specialty food brand ethos and direct-trade sourcing model; included as ecosystem supplier rather than competitor.
• Assmann Mühle: Austrian flour mill in Guntramsdorf using patented stone-milling process — Felzl's core flour supplier. Comparable specialty ingredient positioning; included as upstream supply-chain peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FelzlDerBaecker
• Instagraminstagram.com/felzl
• LinkedInlinkedin.com/company/felzl-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Felzl GmbH