Schickling Grill

What Schickling Grill does

Schickling Grill, founded in 2014 by brothers Philipp and Oliver Schickling in Visbek, Germany, manufactures premium stainless steel gas and charcoal grills and outdoor grill tables. The company operates as a subsidiary of the family-owned Schickling Maschinenbau, which provides shared in-house manufacturing capability (CNC, laser cutting, bending, welding) and employs approximately 300 people in total. Its product range includes gas grills (Henry L, Hermann XL, Rocket, Big Rocket) priced from €595 to €4,995, charcoal grills (Willy L, Walter XL, Profistar Gastro) from €375 to €1,599, and modular Buddy outdoor grill tables. A defining technical feature is the modular Baukasten (building-block) system using screwed-not-riveted construction, paired with strategic use of three stainless-steel grades — V2A (1.4301) and V4A (1.4571) for high-heat burner covers — designed to deliver 10–20+ year product lifecycles with replaceable parts.

The company sells exclusively direct-to-consumer through its own online shop (schickling-grill.de) and a 150 m² showroom in Visbek, with no third-party retailers or marketplaces. Distribution is currently limited to Germany and Austria, supported by personal phone consultation with a named in-house service team. Revenue is generated entirely from one-time hardware sales of grills, grill tables, accessories (rotisseries, pizza stones, Plancha plates, cleaning products), and an optional paid assembly service (10% of purchase price plus €50 shipping). A 3D Konfigurator web tool enables customers to pre-visualize modular configurations before purchase.

By 2023, the company had served over 50,000 cumulative customers, with demand supported by a content-marketing ecosystem spanning YouTube, Instagram, Facebook, a Grillblog, and partnerships with grill influencers and the MeatYou grill school. Operational expansion is signaled by a new 2,500 m² shipping hall planned for 2026 and an on-site solar park commissioned in 2020 that covers approximately 80% of the company's electricity needs.

Name

Schickling Grill

Legal name

Schickling Grill

Website

https://schickling-grill.de

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Schickling Grill is a German family-owned manufacturer of premium modular stainless steel gas and charcoal grills, sold exclusively direct-to-consumer through its own online shop and Visbek showroom. The company serves premium home grillers, gastronomy users, and custom outdoor-kitchen builders across Germany and Austria.

Ownership category

akta.pro rank

Product category

Outdoor Cooking Equipment / Premium BBQ Grills

NAICS

Small Electrical Appliance Manufacturing (33521)

akta.pro primary industry

Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories) (CRAIAIAH)

akta.pro secondary industries

Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD), Outdoor & Specialty Major Appliance Retail (Outdoor Kitchens, Grills, Ice Makers) (CRACACAG)

Keywords

• Stainless steel grills
• Modular grill systems
• Outdoor grill tables
• Gas and charcoal grills
• Premium BBQ equipment

Headquarters

HQ city

Visbek

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Stainless Steel Grills (Gas and Charcoal): One-time hardware sales of premium stainless steel gas grills (Henry L, Hermann XL, Rocket, Big Rocket) and charcoal grills (Willy L, Walter XL, Profistar Gastro). Products sold exclusively through owned online shop and physical showroom. Price range from €375 (Willy L Basic) to €4,995 (Big Rocket Highend).
2. Outdoor Grill Tables: Sale of modular stainless steel outdoor grill tables (Small Buddy 220L storage, Big Buddy 425L storage) designed as companion workstations for grill stations.
3. Accessories and Upgrades: Sales of accessories including grill grates, Plancha plates, pizza stones, rotisserie sets, cover protectors, cleaning products (intensive cleaner, stainless steel care spray, polish), and replacement parts. Accessories available for all grill models.
4. Assembly Service: Optional professional assembly service priced at 10% of purchase price plus €50 shipping flat fee. Available by phone/email only—not through the online shop.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

Schickling Grill manufactures premium outdoor cooking equipment — gas and charcoal grills, built-in (Einbau) grill modules, and outdoor grill tables — from V4A stainless steel in Visbek, Germany. The lineup is built around a proprietary modular Baukastensystem that lets customers configure grills to size and feature preferences, sold direct-to-consumer via an online shop and showroom with an indicated 10–20+ year product lifespan.

Product overview

Schickling Grill is a German manufacturer of premium stainless steel grills with a modular product portfolio centered on a unified platform approach. The core product lineup includes gas grills (Henry L, Hermann XL, Rocket, Big Rocket, and their built-in variants) and charcoal grills (Willy L, Walter XL, Profistar Gastro), all featuring a modular building-block system that allows customers to customize and expand their grills with accessories like rotisserie sets, pizza stones, and grill plates. Supporting products include outdoor grill tables (Small Buddy, Big Buddy), comprehensive cleaning and care products (Reinigungs-Set, Edelstahl Politur, Premium Pflegetuch), and a 3D configurator web tool for personalized grill configuration. The company emphasizes 'Made in Germany' quality, direct-to-consumer sales, and products designed for 10-20+ years of use with replaceable components.

Differentiator

Problem solved

Functional benefit

Products and services

• Henry L Gasgrill Modular V4A stainless steel gas grill with 800°C Powerzone and 5 kW Hauptbrenner, offered in four configuration tiers for premium home grillers.
• Hermann XL Gasgrill Larger-format stainless steel gas grill using the same modular Baukastensystem and Powerzone burner technology as the Henry line, sold in Basic/Classic/Deluxe/Pro configurations.
• Rocket Gasgrill Compact stainless steel gas grill built on the modular system, intended for customers seeking a smaller premium gas grill footprint.
• Big Rocket Gasgrill Extended stainless steel gas grill in the Rocket family, built on the same modular architecture for higher-capacity grilling.
• Einbau Big Rocket (Built-in Gas Grill) Built-in version of the Big Rocket gas grill, designed for permanent installation in modular outdoor kitchen units.
• Einbau Hermann XL (Built-in Gas Grill) Built-in stainless steel gas grill based on the Hermann XL platform for integration into outdoor kitchen installations.
• Willy L Holzkohlegrill Modular V4A stainless steel charcoal grill offered in Basic/Classic/Deluxe/Pro configurations for premium home charcoal cooking.
• Walter XL Holzkohlegrill Larger-capacity stainless steel charcoal grill using the Schickling modular system, sold across configuration tiers.
• Profistar Holzkohlegrill Commercial-grade stainless steel charcoal grill designed for professional gastronomy use, distinguished from the home Willy/Walter lines by its professional positioning.
• Small Buddy Outdoorküche Compact stainless steel outdoor grill table combining a grill module with work surface for outdoor kitchen use.
• Big Buddy Outdoorküche Larger-format stainless steel outdoor grill table providing expanded work surface alongside an integrated grill module for full outdoor kitchen setups.
• Grillkurse (Grilling Courses)

Quantifiable outcome

• Over 50,000 customers served as of 2023, growing from 40,000+ earlier milestone
• +3 more outcomes

Named customers6 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

Feature6 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Rasta VechtaminorGTM or Marketing Partner · 1 January 2014Schickling Grill sponsors Rasta Vechta, a German basketball team, since the 2014/2015 season. A Schickling Grill display is featured in the Rasta Dome foyer, and the sponsorship aims to support the team's push toward the 1st Bundesliga. The partnership provides local brand visibility through sports marketing.
• Grillschule MeatYou (Oldenburg)coreStrategic or Co-development PartnerPartnership with the Grill school MeatYou in Oldenburg for grill courses, seminars, and events. Schickling co-hosted a grill competition at MeatYou. The school leader Denny Wellmann endorses Schickling grills and uses them for instruction. Product demonstrations and hands-on training events drive brand awareness and product trials.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Outdoorchef: Swiss premium gas grill brand with strong DACH distribution; comparable mid-to-premium positioning in the same German-speaking markets Schickling serves, though with broader retail distribution.
• Napoleon Grills: Canadian premium gas grill manufacturer with strong European presence and built-in/outdoor kitchen lines; directly comparable on product category, premium positioning, and built-in grill variants (Napoleon Built-In series parallels Schickling's Einbau line).
• Big Green Egg: Premium kamado-style grill brand with strong enthusiast community and built-in outdoor kitchen lines; comparable on premium positioning, enthusiast marketing model, and outdoor kitchen integration even though the cooking technology differs.
• Landmann: German grill manufacturer offering gas, charcoal, and pellet grills across price tiers; directly comparable as a domestically produced German competitor in the same retail and consumer segments.
• Rösle: German premium kitchen and BBQ equipment maker emphasizing stainless steel construction and 'Made in Germany' craftsmanship; highly comparable on materials, premium positioning, and German-market consumer base.
• Broil King: North American gas grill brand with European distribution focused on high-BTU premium gas grills; overlaps with Schickling's Henry L, Hermann XL, and Big Rocket on power-output positioning and target buyer.
• Weber (Weber-Stephen Products): Global category leader in gas and charcoal grills with broad premium and mid-tier lines; competes directly with Schickling in the European premium segment, including in Germany, but at much larger scale and broader distribution.

Emerging players

• Everdure by Heston Blumenthal: Premium design-led charcoal and gas grill brand targeting style-conscious consumers; comparable on premium pricing and design-forward positioning, though with limited German distribution.
• Traeger Grills: US premium pellet grill leader expanding in Europe; comparable as a premium, enthusiast-focused brand with strong DTC and community marketing, though competing in a different fuel category (pellets vs. gas/charcoal).
• Cobb Grill: Portable, compact grill brand with emphasis on design and quality; competes for the same premium-conscious German grilling consumer but in a smaller, portable form factor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SchicklingGrillVisbek
• Facebookfacebook.com/schicklingri
• Instagraminstagram.com/schicklinggrill
• Xx.com/SchicklingGrill
• LinkedInlinkedin.com/company/schickling-grill

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 Schickling Grill