HRAG – Hans Rickenbacher AG

What HRAG – Hans Rickenbacher AG does

Hans Rickenbacher AG (HRAG) is a Swiss custom woodworking manufacturer founded in 1952 and headquartered in Läufelfingen, Canton Basel-Landschaft. The company designs, fabricates and installs bespoke interior and architectural woodwork across four primary product lines: Küchenmanufaktur (custom residential and commercial kitchens), Ladenbau (retail store fixtures and full fit-outs for supermarkets, fashion, optics and convenience retail), Inneneinrichtungen (corporate offices, healthcare facilities, dental practices and private residences), and Gastroeinrichtungen (restaurant, café, hotel and stadium lounge interiors), plus a smaller Bühnenbau (stage set production) capability demonstrated on the 2024 Thunerseespiele musical.

Production is anchored in a modern Läufelfingen workshop equipped with HOMAG CNC milling machines (CNC Fräse) and HOMAG edge-banding equipment (Kantenleimer), using materials supplied by Egger and hardware from Kuratle Jäcker and Würth. Premium kitchen projects integrate appliances from Miele, Gaggenau, Siemens and Subzero Wolf, with retail interiors incorporating Tegometall shelving systems. A secondary kitchen showroom is operated inside Möbel Rösch in Basel (Güterstrasse 210), and storage capacity extends to a Schlieren facility (c/o Woodpecker Group AG) for retail construction projects. The company employs what its own Team page describes as a 'team of over 50' (firmographic records conflict at 14), including bench carpenters (Bankschreiner), CNC machinists, interior architects, project managers and apprentices (Lehrling), under second-generation owner Erich Rickenbacher and Managing Director Patrick Grieder.

HRAG generates revenue through project-based, one-off contracts priced via custom quotes ('Erstofferte'). The go-to-market is direct enterprise field-sales plus showroom consultation: customers visit the Läufelfingen facility or the Basel kitchen studio, then the company delivers planning, fabrication, and on-site installation under single-source responsibility. Customer concentration is diversified across grocery retail (Migros, Coop), luxury (IWC Schaffhausen, Patek Philippe, Globus), corporate (Novartis, PwC, Binelli/BMW), sports and entertainment (FC Basel, Thunerseespiele), healthcare (Bethesda Spital, multiple dental practices) and SMB retail (Läckerlihuus, Koppelmann Optik, Caspar Schuhcafé). Marketing is primarily organic social (Instagram, LinkedIn), website project gallery, and earned media coverage from Swiss trade press (Schreinerzeitung, Hochparterre, Volksstimme, Fachbau.ch, Lignum.ch). The company won the Prix Lignum 2024 National Public Favorite award for its KuhBar project.

Name

HRAG – Hans Rickenbacher AG

Legal name

Hans Rickenbacher AG

Website

https://hrag.ch

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

11–50 employees

Short description

Hans Rickenbacher AG is a Swiss custom kitchen, retail fixture, gastronomy interior and stage-set manufacturer founded in 1952 in Läufelfingen, serving enterprise and residential clients across Switzerland with CNC-based bespoke fabrication under second-generation family ownership.

Ownership category

akta.pro rank

Product category

Custom Joinery and Store Fitting Manufacturing

NAICS

Wood Kitchen Cabinet and Countertop Manufacturing (337110), Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371), Custom Architectural Woodwork and Millwork Manufacturing (337212), Office Furniture (including Fixtures) Manufacturing (3372)

SIC

Wood Household Furniture, (No Upholstered) (2511), Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540), Public Bldg & Related Furniture (2531)

akta.pro primary industry

Custom Cabinet Design & Build (HSAPAIAA)

akta.pro secondary industries

Kitchen Cabinets & Custom Millwork Showrooms (CRAIAFAA), Kitchen & Bath Installation & Project Services (Retail + Install) (CRAIAFAH)

Keywords

• Custom kitchen manufacturing
• Retail store fitting
• Interior fit-out services
• Hospitality interior installations
• Stage set construction

Headquarters

HQ city

Läufelfingen

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Kitchen Manufacturing and Installation: Design, production, and installation of custom kitchens for residential and commercial customers. Services include complete kitchen solutions from planning through final assembly and installation.
2. Retail Store Construction and Fixtures: Custom retail interior solutions including store fit-outs, shelving systems, display fixtures, and complete retail environments for various commercial clients.
3. Interior and Gastro Equipment: Interior design solutions and commercial kitchen/gastronomy equipment including furniture, built-in elements, and specialized installations for restaurants, offices, and healthcare facilities.
4. Stage Set and Event Production: Custom scenic and stage set production for large events and theatrical productions, including design, fabrication, and installation.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

HRAG plans, manufactures, and installs custom-made kitchens (Küchenmanufaktur), retail store fixtures (Ladenbau), interior fit-outs (Inneneinrichtungen), gastronomy and hospitality installations (Gastroeinrichtungen), and stage sets and scenery (Bühnenbau) for clients across Switzerland. Each project is custom-built in the company's Läufelfingen workshop using HOMAG CNC equipment combined with traditional craftsmanship, with end-to-end responsibility from design through installation.

Product overview

HRAG is a custom kitchen and store fitting manufacturer (Küchen- und Ladenbauer) based in Läufelfingen, Baselland, Switzerland, operating since 1952. The company offers a comprehensive portfolio of four core product lines: Küchenmanufaktur (custom kitchen manufacturing), Ladenbau (retail store fitting), Inneneinrichtungen (interior design solutions), and Gastroeinrichtungen (gastronomy installations). Services span from initial planning through production and final installation, with additional stage construction capabilities for theater and event productions. The company operates a modern production facility with CNC machining and edge banding equipment, and displays kitchens at Möbel Rösch in Basel.

Differentiator

Problem solved

Functional benefit

Products and services

• Küchenmanufaktur (Custom Kitchen Manufacturing) Custom-made dream kitchens planned, produced, and installed by HRAG with precise craftsmanship, modern materials, and end-to-end responsibility from planning through final assembly. Targeted at individual Swiss homeowners and select commercial clients seeking high-quality, durable kitchens.
• Ladenbau (Retail Store Fitting) Custom retail store construction and fitting services including complete store interiors, shelving, displays, visual merchandising fixtures, and full retail fit-outs. Targeted at retail chains, supermarkets, specialty stores, and luxury brand operators in Switzerland (e.g., Migros, Coop, Globus, IWC Schaffhausen, Novartis, Patek Philippe, FC Basel).
• Inneneinrichtungen (Interior Design and Fit-Out) Custom interior solutions for corporate offices, healthcare facilities, dental/medical practices, and private residences, including reception areas, meeting rooms, break rooms, coffee points, phone booths, and specialised installations. Targeted at Swiss enterprises, hospitals, and dental practices (e.g., PwC, IWC Schaffhausen, Bethesda Spital Basel, Siegrist Bern, Argodentis Zahnmedizin, Mees Aarau).
• Gastroeinrichtungen (Gastronomy Installations) Custom furnishing and installation services for restaurants, cafeterias, stadium lounges, take-aways, and food service establishments, including custom counters, bars, and food-safe installations. Targeted at restaurants, cafés, hotels, stadium lounges, and food service brands in Switzerland (e.g., multiple Migros restaurants, FC Basel, Seegarten Restaurant, Brasserie Verseau Basel).
• Bühnenbau (Stage Set and Scenery Construction) Production and installation of large-scale custom stage sets and scenic elements for theatre, musicals, and event productions. Targeted at Swiss event producers and theatrical productions (e.g., Thunerseespiele 'Der Glöckner von Notre Dame' 2024).

Quantifiable outcome

• Nearly 70 years of satisfied customers since 1952

Named customers35 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Atelier 3 (Hans-Jörg Rickenbacher Innenarchitektur)coreStrategic or Co-development PartnerInterior architecture partnership with Atelier 3 for comprehensive interior design solutions. Co-marketing relationship for complete interior projects.
• CetocoreStrategic or Co-development PartnerPartner for integrated interior solutions. Co-marketing for complete interior fit-out projects.
• EggercoreTechnology or IntegrationMaterials supplier providing wood-based materials (chipboard, HDF, other panels) for production. Egger is a leading European manufacturer of wood-based materials.
• GaggenaucoreTechnology or IntegrationPremium kitchen appliance supplier. Provides high-end built-in appliances for custom kitchen installations. Strategic fit for luxury kitchen projects.
• HOMAGcoreTechnology or IntegrationProduction equipment manufacturer. HRAG uses HOMAG CNC milling machines (CNC Fräse) and edge banders (Kantenleimer) in their production facility. Official partner branding on website.
• Jos DevriesminorStrategic or Co-development PartnerInternational partner for retail interior solutions. Enables cross-border project capabilities.
• Kuratle JäckercoreTechnology or IntegrationMaterials and hardware supplier for woodworking and furniture production. Provides hardware, fittings, and accessories.
• LüthicoreStrategic or Co-development PartnerPartner for integrated interior solutions. Co-marketing relationship for complete interior fit-out projects.
• MielecoreTechnology or IntegrationPremium kitchen appliance supplier. Provides high-end built-in appliances for custom kitchen installations.
• Möbel RöschcoreChannel Partner/ Reseller/ DistributorKitchen showroom partnership in Basel. HRAG displays kitchens at Möbel Rösch furniture store where customers can view and order custom kitchens. 'Küchenausstellung' (kitchen exhibition) and 'Küchenstudio' partnership.
• SiemenscoreTechnology or IntegrationKitchen appliance supplier providing built-in appliances for custom kitchen projects.
• Subzero WolfcoreTechnology or IntegrationPremium refrigeration and cooking appliance supplier. Specializes in built-in refrigerators and professional-grade cooking equipment for luxury kitchens.
• TegometallcoreTechnology or IntegrationShelving and display systems supplier for retail store fixtures. Provides modular shelving solutions for retail interiors.
• Van Keulen InterieurbouwminorStrategic or Co-development PartnerDutch interior construction partner for international projects and expertise sharing.
• WürthcoreTechnology or IntegrationTools and fixings supplier for production and installation. Provides quality fasteners, tools, and hardware for manufacturing.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Blum GmbH: Austrian fittings and motion-systems supplier widely used in custom kitchen and furniture manufacturing. Functions as a key hardware input to HRAG's production rather than a direct competitor.
• Miele AG: Premium built-in appliance supplier and HRAG's strategic partner for luxury kitchen projects. Not a competitor - rather an enabling technology brand whose products HRAG specifies and integrates into custom kitchens.

Direct peers

• Hoba AG: Swiss shop and store fixture manufacturer serving retail chains with custom fixtures and complete interior fit-outs. A direct competitor to HRAG's Ladenbau business, particularly for grocery and specialty store projects.
• Kühni AG: Swiss premium custom kitchen manufacturer with similar project-based planning, CNC production, and full installation service. Directly competes with HRAG's Küchenmanufaktur for residential and small commercial kitchen contracts in Switzerland.
• Umdasch Store Makers: Austrian-headquartered retail fixture specialist serving international chain retailers. Competes directly with HRAG's Ladenbau division for multi-site retail fit-outs of grocery, fashion, and convenience-store brands.
• Schwob AG: Swiss cabinetry, interior and renovation manufacturer with similar custom-build positioning. Comparable on project types (kitchens, office, gastro interiors) and on regional Swiss customer base.
• Création Holz Herisau AG: Swiss custom wood manufacturer with end-to-end workshop, design and installation offering. Overlaps with HRAG across kitchens, retail fixtures, and custom commercial fit-outs in the DACH market.

Broad incumbents

• Siematic Küchenmöbel: German premium kitchen brand with broad dealer network across Europe. Larger and brand-led where HRAG is project-led and regional; competes indirectly on premium residential kitchen specifications.
• Häcker Systeme (Häcker Kuechen): One of Germany's largest kitchen manufacturers serving the mass to upper-mid market via dealer and project channels. A scale incumbent whose volume kitchen systems compete for the same custom kitchen buyers that HRAG serves.
• Franke Home Solutions: Swiss-headquartered global kitchen systems business covering sinks, hoods, and modular cabinetry at scale. A much larger incumbent that competes with HRAG on kitchen specification packages supplied through retail and project channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hans-rickenbacher
• Instagraminstagram.com/hrag.ch

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 HRAG – Hans Rickenbacher AG