SEMA GmbH

What SEMA GmbH does

SEMA GmbH, operating under the trade name Ullmann Hausbars, is a German custom manufacturer of home bars, basement bars, and commercial bar counters headquartered at Kölner Straße 9 in Langenfeld, Germany. Founded in 1975 by Friedrich-Wilhelm Ullmann, the company designs and builds bespoke bar units — typically from wood-based materials — at the upper end of the home-furnishings category, with prices ranging from approximately €900 for entry-level counters to €11,500+ for premium designs, and a typical ticket of €2,000–€7,000. The product range spans traditional/rustic styles and a newer modern/design-oriented line, covering both private customers (private Bartheken) and commercial/hospitality buyers (Gastronomie/Theken).

The business operates a sales-led, direct-to-customer go-to-market model built around a physical showroom in Langenfeld, on-site consultation, and a recently relaunched responsive website. Distribution and delivery extend beyond Germany into Austria, Switzerland, the Netherlands, Belgium, Luxembourg, France, Great Britain, Italy, and Poland, giving it a ten-country European footprint despite a headcount of only around seven employees. The company is family-owned and now in its second generation of management under Jörg and Jens Ullmann, with no disclosed external funding or institutional shareholders.

Customer engagement is project-based and one-off in nature, with a cumulative base of more than 13,000 lifetime customers referenced in company materials. The company self-positions as the "Marktführer" (market leader) for private bar counters in Germany, a niche framing that reflects its long operating history and brand recognition rather than any explicit market-share data. There is no evidence of AI/ML, software, or proprietary technology in the product or operations; the offering is a traditional craft-manufacturing business with a direct retail/service wrapper.

Name

SEMA GmbH

Legal name

Sema GmbH

Website

https://hausbar.de

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

SEMA GmbH (Ullmann Hausbars) is a family-owned German custom manufacturer of home and commercial bar counters, founded in 1975 in Langenfeld. With about seven employees, it sells bespoke bars direct to private and hospitality customers across ten European countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Langenfeld

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Bar Sales: One-time sales of custom-manufactured bars and counters. Each bar is individually priced based on design specifications, size, materials, and features. The company offers standard models starting at lower price points and fully customized units at higher price ranges.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

SEMA GmbH (trading as Ullmann Hausbars) manufactures and sells custom-made bar furniture including living room bars, basement bars, commercial bar counters for businesses and clubs, and compact bar solutions. Each bar is individually designed and produced to customer specifications with options for beer tap systems, refrigerators, lighting, and smart home features. The company also offers complementary products such as bar stools, beer tap systems, and bar cabinets, with delivery, assembly, and on-site planning services across Germany and Europe.

Product overview

Ullmann Hausbars by SEMA GmbH is a custom bar furniture manufacturer offering individually crafted home bars, basement bars, and commercial bar counters. The product portfolio centers on three core product lines: Wohnzimmerbars (living room bars), Kellerbars (basement/cellar bars), and commercial Theken (bar counters for businesses and clubs), complemented by a range of small bar counters for compact spaces. The offering includes customizable components such as Bierzapfanlagen (beer tapping systems), Barhocker (bar stools), and Barschränke (bar cabinets). All bars are made-to-order with flexible options for size, design, materials, and features including lighting systems, smart home compatibility, bottle racks, and vitrines. Standard models start at €900, with most units priced between €2,000-7,000, and custom designs reaching higher price points.

Differentiator

Problem solved

Functional benefit

Brands

• Ullmann Hausbars: The primary trading brand for custom home bars, basement bars, and countertops manufactured by Sema GmbH.

Products and services

• Wohnzimmerbars (Living Room Bars) Custom-made home bars designed as focal points for living rooms, combining ergonomic design with aesthetic styling options from classic to modern. Individually manufactured to customer specifications.
• Kellerbars (Basement/Cellar Bars) Custom basement bars designed for party rooms or home cinemas, with options for integrated refrigerators, beer taps, glass rinsers, dishwashers, and ice cube makers. Each bar individually designed and manufactured.
• Theken für Firma und Verein (Commercial Bars for Business and Clubs) Professional bar counters designed for businesses, clubs, and associations to foster informal conversations with customers and employees. Includes customer reception bars, employee break room bars, conference room installations, club bars, and association headquarters bars.
• Kleine Bartheken (Small Bar Counters) Compact bar solutions for limited spaces, including mobile options for customers who may move. Features models such as Bar Capri, Bar Palma, Bar Prima, and Bar Rondell.
• Bierzapfanlagen (Beer Tapping Systems) Beer tapping equipment that keeps a barrel fresh for weeks, including custom-decorated beer cooler bars and tap columns in various styles.
• Barhocker (Bar Stools) Comfortable bar stools selected for stability and good design, available in various styles including Venus Chrom, Velvet, Stockholm, Rustic, Paris, Mars, Los Angeles, London, Kubus, and others.
• Barschränke (Bar Cabinets) Custom-made bar cabinets for displaying drinks and glasses, including bar vitrines and sideboards in various designs such as Barvitrine Venezia.

Named customers2 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

Scale indicators5 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Hacker Küchen: German custom kitchen manufacturer with similar mid-premium pricing tiers, made-to-order production, and direct-to-consumer showroom distribution. Comparable in operational model and customer journey even though the core product category differs.
• Hülsta: German premium furniture manufacturer offering customized living-room, bedroom, and dining solutions with a comparable quality-and-craftsmanship brand position and dealer-led distribution. Directly comparable business model in custom residential furniture.
• Team 7: Austrian custom solid-wood furniture manufacturer with bespoke living-room, kitchen, and bedroom solutions, sold through branded showrooms across Europe. Highly comparable in made-to-order production, sustainability/craftsmanship positioning, and showroom-led direct sales.
• Nolte Küchen: Major German custom kitchen manufacturer with a comparable make-to-order model, dealer/showroom network, and mid-to-premium positioning to private customers. Closely analogous in target market, sales motion, and product customization depth.
• Nobilia: Germany's largest kitchen manufacturer and the canonical German mass-customization, made-to-order furniture brand sold direct to consumers via showrooms and dealers. While Ullmann specializes in bars and Nobilia in kitchens, the design-consultation, custom-build, delivery-and-installation business model and price tier are highly comparable.
• Schüller Möbel: German family-owned kitchen and furniture manufacturer offering individualized kitchen and living-room solutions through dealer-led sales. Highly comparable in family-ownership profile, customization depth, and showroom-driven direct-to-consumer motion.
• Allmilmö: German premium kitchen manufacturer with bespoke design, made-to-order production, and dealer showroom distribution. Comparable in premium positioning and customization-led value proposition despite the kitchen-versus-bar product difference.

Broad incumbents

• Poggenpohl: Historic German luxury kitchen brand offering bespoke design and premium materials through exclusive showrooms. Comparable in premium positioning, individual customization, and sales-led showroom distribution despite kitchens as the core product.
• Thonet: Historic German furniture manufacturer known for bentwood and modern classics with strong design heritage and European showroom distribution. Comparable in craft-led brand equity and premium positioning, though it operates at much larger scale across a broader product range.
• Bulthaup: Premium German kitchen manufacturer with design-forward positioning, made-to-measure production, and direct showroom sales. Comparable in customization depth, craftsmanship emphasis, and price tier, though operating at much larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/294059673976203
• LinkedInlinkedin.com/company/sema-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 SEMA GmbH