What Richter+Frenzel GmbH does

Richter+Frenzel GmbH & Co. KG is a privately held German sanitary wholesale company (Sanitärgroßhandel) founded in 1896 and headquartered in Germany. The company distributes sanitary products, heating systems, HVAC equipment, and water installation solutions to two primary customer groups: private end customers (Privatkunden) undertaking bathroom renovations and heating upgrades, and trade/artisan partners (Fachhandwerker) such as plumbers and heating technicians who source products for installation projects. A smaller Objektgeschäft segment serves commercial and large-scale construction customers.

The company operates approximately 190 locations across Germany, comprising roughly 70 BäderStore bathroom showrooms, general offices, ProfiStores, sales offices (Verkaufsbüros), Technik-Centers, and two regional logistics centers in Herten and Kerpen-Türnich. Its proprietary technology consists of the R+F Badplaner, a digital bathroom planning tool with 3D visualization, and the RF24 Online-Shop, a B2B e-commerce platform for trade partners. The Handwerkerfinder tool connects customers with certified Fachhandwerkspartner integrated into the customer journey.

Revenue is generated through one-time product sales across the wholesale and retail footprint, with quote-based pricing for trade partners and project customers. The company employs approximately 4,500 staff, distributes premium brands (GROHE, Duravit, Villeroy & Boch, hansgrohe, Geberit), and increasingly offers renewable heating technologies (heat pumps, solar thermal, biomass) with associated subsidy advisory services. Geographic operations are confined to Germany, with no disclosed international expansion or external funding events.

Name

Richter+Frenzel GmbH

Legal name

Richter+Frenzel GmbH & Co. KG

Website

https://r-f.de

Company type

Private

Founded year

1896

Operating status

Operating

Headcount range

101–250 employees

Short description

Richter+Frenzel is a privately held German sanitary wholesale company (Sanitärgroßhandel) operating approximately 190 locations and 70 BäderStore showrooms nationwide, distributing sanitary, heating, and HVAC products to private customers, trade artisans, and project clients since 1896.

Ownership category

akta.pro rank

Product category

Plumbing & HVAC Wholesale Distribution

NAICS

Refrigeration Equipment and Supplies Merchant Wholesalers (423740)

SIC

General Industrial Machinery & Equipment (3560)

akta.pro primary industry

Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE)

Keywords

• Sanitary wholesale distribution
• Bathroom showroom services
• Heating and HVAC products
• SHK building services
• Plumbing fixtures supply

Headquarters

HQ city

Dresden-Kaditz

HQ country

Germany

HQ region

Europe

Offices33 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Sanitary Wholesale Distribution: As a leading sanitary wholesale company (Sanitärgroßhandel), Richter+Frenzel distributes sanitary products, heating systems, and HVAC equipment to trade partners (artisans/contractors) and end customers. Revenue is generated through product sales across 190+ locations in Germany with approximately 70 BäderStore showrooms.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Richter+Frenzel is a leading German sanitary wholesale company (Sanitärgroßhandel) that distributes sanitary products, heating systems, ventilation, and water installation equipment. The company operates approximately 70 BäderStore bathroom showrooms and 190+ branch locations across Germany, selling premium brands (GROHE, DURAVIT, Geberit, etc.) to private customers and trade partners (Fachhandwerker), and provides bathroom planning, 3D visualization, and coordination with certified installers.

Product overview

Richter+Frenzel is a leading German sanitary wholesale company (Sanitärgroßhandel) with 130 years of experience operating approximately 190 locations across Germany. The company offers a comprehensive portfolio centered on bathroom design, heating technology, and building services engineering (SHK - Sanitär, Heizung und Klimatechnik). The core customer-facing offering consists of around 70 BäderStores (bathroom showrooms) combined with the digital R+F Badplaner tool for 3D bathroom visualization. Services include bathroom planning, product sales of premium brands (GROHE, DURAVIT, Villeroy & Boch, hansgrohe, etc.), and connection to qualified trade partners. The product ecosystem spans bathroom products, heating systems (heat pumps, solar thermal, biomass, gas/oil), ventilation and climate control, water installation (drinking water, rainwater, wastewater), and the RF24 online shop for trade customers.

Differentiator

Problem solved

Functional benefit

Products and services

• R+F Badplaner (3D Bathroom Planner) Digital bathroom planning tool that enables users to plan room dimensions, select products, and visualize bathroom concepts in realistic 3D before visiting a showroom. Targets private customers in the early planning phase.
• BäderStore Bathroom Showrooms Physical bathroom showrooms across Germany where customers can experience products live, view inspiring room concepts, modern materials, and leading brands, and receive expert consultation. Approximately 70 locations nationwide.
• Badplanung (Professional Bathroom Planning) Professional bathroom planning service including 3D visualization, product selection assistance, and coordination with trade partners. Targets private customers undertaking bathroom renovations.
• RF24 Online-Shop (B2B Trade Portal) Online ordering platform (B2B e-commerce) with Profi-Login that allows certified trade partners (Fachhandwerker) to browse, order, and manage purchases of sanitary, heating, and installation products online.
• Handwerkerfinder (Trade Partner Finder) Service that connects private customers with qualified Fachhandwerkspartner (certified plumbers, heating technicians, and trade artisans) for bathroom installation and implementation of their projects.
• Sanitary, Heating, and HVAC Product Distribution Wholesale distribution of sanitary products, heating systems (heat pumps, solar thermal, biomass, gas/oil), ventilation and climate control systems, and water installation equipment (drinking water, rainwater, wastewater) from premium brands such as GROHE, DURAVIT, Geberit, Villeroy & Boch, and hansgrohe. Sold through 190+ branch locations, 70 BäderStores, and the RF24 Online-Shop.
• Beratungstermin (Consultation Appointment Booking) Appointment booking service allowing customers to schedule personalized consultations at bathroom showrooms across Germany.
• Fördermöglichkeiten (Subsidy Advisory) Advisory service informing private customers about available government subsidies and funding options for energy-efficient heating systems and bathroom renovations.

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

Feature2 records

Partnerships

One partnership is on record.

• Fachhandwerkspartner (Trade/Artisan Partners)coreChannel Partner/ Reseller/ DistributorNetwork of certified plumbers, heating technicians, and other trade professionals who serve as installation partners for customers purchasing from R+F. The partnership model integrates trade partners into the customer journey: customers receive consultation at BäderStores, then are connected with suitable Fachhandwerkspartner for project planning and installation. Partners benefit from access to R+F's product range, logistics support, and the Handwerkerfinder tool that directs customers to them.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Travis Perkins plc: UK builders' merchant group with strong trade customer base and growing bathroom/heating exposure. Comparable as a multi-format trade and retail building products distributor but focused on the UK market.
• Reece Limited: Leading Australian and New Zealand plumbing and bathroom distribution business with showroom and trade formats. Same plumbing/bathroom product focus and B2B/B2C hybrid model as R+F, but serves APAC rather than DACH.
• Hajoca Corporation: Largest privately held US plumbing distributor serving independent contractors with branch-based distribution. Comparable in trade-channel-centric wholesale model and product categories to R+F, but US-only footprint.

Direct peers

• GC-Gruppe GmbH: Leading German sanitary wholesale (Sanitärgroßhandel) group serving trade partners across multiple regions. Directly comparable to Richter+Frenzel in product categories, B2B trade customer base, and showroom-driven go-to-market.
• Wiedemann Gruppe: German sanitary, heating, and installation wholesale group with comparable Fachhandwerk customer focus and multi-regional branch network. Closely matches R+F's SHK product breadth and trade-led distribution model.
• Hagebau Handelsgesellschaft: German building materials cooperative combining DIY retail and trade wholesale across hundreds of locations. Comparable as a multi-channel building products distributor in Germany, though broader in scope than R+F's SHK specialization.
• DTW-Gruppe (Der TeWa): German sanitary wholesale group serving Fachhandwerk and retail customers with regional branch networks. Directly comparable as a German Sanitärgroßhandel with overlapping trade customer base.
• Kemmler Baustoffe & Fliesen: Southern German building materials and sanitary wholesaler with showrooms and trade supply. Overlaps with R+F's bathroom retail/trade dual model at a regional scale.

Broad incumbents

• Ferguson plc: Largest North American plumbing, HVAC, and waterworks distributor with deep trade relationships and growing European presence. Comparable in business model (B2B trade distribution plus showrooms/branches) and SHK product mix, but operates at much greater scale and geographic breadth.
• Saint-Gobain Distribution: European building materials distribution arm of Saint-Gobain including sanitary/HVAC wholesale in Germany (e.g., Optimera, Dahl). Competes in overlapping SHK categories with broader portfolio across construction materials.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xxing.com/pages/richter-frenzelgmbh-co-kg
• YouTubeyoutube.com/RichterPlusFrenzel
• Facebookfacebook.com/richterfrenzel
• LinkedInlinkedin.com/company/richter-frenzel-gmbh
• Instagraminstagram.com/baeder_wellness
• Pinterestat.pinterest.com/richterundfrenzel

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 Richter+Frenzel GmbH