Saro Gastro-Products GmbH

What Saro Gastro-Products GmbH does

Saro Gastro-Products GmbH is a privately held German wholesaler of professional commercial-kitchen equipment headquartered at Sandbahn 6, 46446 Emmerich am Rhein, with an additional external warehouse on Dechant-Sprünken-Straße in the same city. The company markets over 50 years of trade experience and distributes a catalog of more than 2,000 SKUs organized across eight product categories: refrigeration and presentation, cold preparation, hot preparation (including 600/700/900-series cooking lines and induction), buffet and banquet, coffee and beverage, stainless-steel fixtures, cleaning and hygiene, and transport/storage/hotel solutions. Many products are private-label or OEM lines manufactured by external partners (e.g., Plate-Mate by Horena Trading Holland bv, Unro Dosierdispenser by Hovicon International B.V.) and resold under the SARO brand.

The business model is B2B wholesale hardware distribution: Saro sells primarily through a network of at least 14 named specialist dealers (Fachhändler) across Germany, supplemented by a public e-commerce shop, a dealer-recruitment portal ('Fachhändler werden'), a B2B account registration flow, downloadable product catalog (No. 37), a CSV product-data feed for resellers, and dedicated German, Dutch, and English websites. Pricing is list-based excluding statutory VAT, with a wide spread between low-value accessories (€16 bakery boxes) and higher-ticket equipment (€1,760–€5,200+ banquet trolleys). Selected products carry a 24-month warranty with on-site service in Germany, and operations are certified to DIN and ISO 9001.

Revenue and headcount are not disclosed in the available data; the company is reported to have 11–50 employees and is categorized as privately held with no identified parent company, venture, or private-equity ownership. End-customer segments are the hotel, restaurant, and catering (HoReCa) trade, with secondary exposure to bakeries through standardized 600x400 mm bakery boxes and related transport/storage solutions. The company runs an active multi-channel marketing presence across website, blog, Instagram, Facebook, LinkedIn, and YouTube, and participates in trade-fair events.

Name

Saro Gastro-Products GmbH

Legal name

Saro Gastro-Products GmbH

Website

https://saro.de

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Saro Gastro-Products GmbH is a German private wholesaler headquartered in Emmerich am Rhein that distributes more than 2,000 commercial kitchen, refrigeration, buffet, and transport equipment articles primarily through specialist dealers and B2B e-commerce to HoReCa and bakery customers across DACH and Benelux.

Ownership category

akta.pro rank

Product category

Commercial Kitchen Equipment

NAICS

Refrigeration Equipment and Supplies Merchant Wholesalers (423740)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Refrigeration & Service Industry Machinery (3580)

akta.pro primary industry

Restaurant & Commercial Kitchen Equipment Wholesale (AFAIALAB)

akta.pro secondary industry

Food Preparation Equipment & Smallwares Wholesale (AFAIALAK)

Keywords

• Commercial kitchen equipment
• Professional refrigeration systems
• Catering supplies wholesale
• HoReCa equipment distribution
• Stainless steel kitchen furniture

Headquarters

HQ city

Emmerich

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. B2B Equipment Sales: Saro Gastro-Products generates revenue through the sale of professional kitchen equipment and accessories directly to specialist dealers and commercial end-customers. Products are sold at list prices (excluding statutory VAT) through an e-commerce platform and a dealer network. The company also offers a downloadable product data CSV for resellers. Pricing varies by product category, from low-value items (e.g., €16 bakery boxes) to high-value equipment (e.g., €5,200 cold banquet trolley).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Saro Gastro-Products GmbH distributes a comprehensive range of over 2,000 professional commercial kitchen and catering articles under the SARO brand across eight product lines: cooling and presentation, cold preparation, hot preparation, buffet and banquet, coffee and beverage, stainless steel furniture, cleaning and hygiene, and transport and storage/hotel. The company supplies specialist dealers (Fachhändler) and commercial end-customers (restaurants, hotels, caterers, bakeries) with products such as refrigerated display cases, combi steamers, bain-marie trolleys, chafing dishes, plate stacking systems, transport trolleys, bakery boxes, and dishwashers. Saro also offers Catalog No. 37 for download and a proprietary shelf planner software tool to support kitchen planning.

Product overview

Saro Gastro-Products GmbH is a commercial kitchen equipment company based in Emmerich am Rhein, Germany, offering a comprehensive portfolio of over 2000 professional products for hotels, restaurants, and catering businesses. The product range is organized across 8 main categories: (1) Kühlung/Präsentation (Cooling/Presentation) covering refrigeration, freezer, and display equipment; (2) Vorbereitung Kalt (Cold Preparation) for food prep equipment including mixers, slicers, and vacuum sealers; (3) Zubereitung Heiß (Hot Preparation) including cooking lines, grills, ovens, and induction equipment; (4) Buffet und Bankett for banquet trolleys, chafing dishes, and serving equipment; (5) Kaffee und Getränkewelt for coffee machines and beverage dispensers; (6) Edelstahl (Stainless Steel) for kitchen furniture and fixtures; (7) Reinigung und Hygiene for cleaning and sanitation equipment; and (8) Transport und Aufbewahrung/Hotel for trolleys, thermal containers, bakery boxes, plate stacking systems, pallets, and hotel equipment. The company also offers a catalog download service (Catalog No. 37) and shelf planning software as customer services. Products are sold primarily to specialist dealers rather than directly to end customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Saro Cooling and Presentation Line (Kühlung / Präsentation) A range of commercial cooling and presentation equipment including upright refrigerated display cases, bar coolers, dry age refrigerators, ice crushers, ice cube makers, freezer chests, glass-door refrigerators, cold tables, refrigerated display cases, milk coolers, salad counters, blast chillers, freezer tables, ice cream freezers, wine storage cabinets, and preparation/pizza tables, sold to HoReCa businesses via dealers and direct e-commerce.
• Saro Cold Preparation Line (Vorbereitung Kalt) Equipment for professional cold food preparation including boning hooks, can openers, ice cream machines, meat processing equipment, pastry fillers, vegetable cutters, high-performance mixers, cheese slicers, kitchen scales, milk shakers, slicers, cutting accessories, immersion blenders, stretch film packaging machines, dough processing equipment, vacuum sealers, and citrus presses for HoReCa kitchens.
• Saro Hot Preparation Line (Zubereitung Heiß) Cooking, heating, and hot holding equipment including 600/700/900 series professional cooking lines, döner/gyros grills, fat separators, FILECHEF, FLASHCOOK high-speed ovens, deep fryers, griddle plates, chicken grills, hot counters/vitrines, convection ovens and combi steamers, induction cooktops, contact grills, microwaves, pans and pots, pizza ovens, rice/pasta cookers, sous vide, thermometers, toasters/salamanders, waffle/crepe irons, bain maries, hot dog equipment, and WOW grills.
• Saro Buffet and Banquet Line (Buffet und Bankett) Products for buffet and banquet service including bain-marie trolleys, heated and cold banquet trolleys, chafing dishes, egg cookers, hot/cold buffet equipment, cooling and warming plates, sauce dispensers, soup kettles, heat bridges, and buffet lamps for hospitality and catering operators.
• Saro Coffee and Beverage World (Kaffee und Getränkewelt) Equipment for coffee and beverage preparation including beverage dispensers, mulled wine and hot water dispensers, coffee machines with accessories, and cocoa dispensers for HoReCa and bakery customers.
• Saro Stainless Steel Line (Edelstahl) Stainless steel furniture and fixtures for professional kitchens including top/wall/shelf shelving, stainless steel wall cabinets, sliding door and warming cabinets, GN containers/lids/grates, cutting tables, wash cabinets, wash tables, and 600/700/800 series tables.
• Saro Cleaning and Hygiene Line (Reinigung und Hygiene) Cleaning and hygiene solutions including waste bins, fittings and pre-rinse sprayers, disinfection equipment, dishwashers and glass washers, hand dryers, paper/soap dispensers, hairdryers, hand wash basins, insect protection devices, polishing machines, and dishwasher baskets.
• Saro Transport and Storage / Hotel Line Products for transport, storage, and hotel operations including ABS trays, barrier posts/tensators, bakery boxes, cutlery cabinets and tray dispensers, hotel/laundry trolleys, edge protection systems, outdoor equipment, pallets, shelf systems, shelf boards, shelf trolleys, tray trolleys, transport trolleys, shoe polishers, plate stacking systems, thermal containers, and transport rollers.
• Saro Catalog No. 37 A comprehensive downloadable product catalog featuring over 2,000 articles covering the full Saro professional kitchen equipment range for hotel, restaurant, and catering businesses.
• Saro Regalplaner Software (Shelf Planner Software) A proprietary digital shelf planning software tool offered to help customers plan their commercial kitchen shelving layouts, supporting product selection and kitchen design decisions for HoReCa buyers and dealers.
• SARO Hot Buffet Model PREMIUM LINE SB-H130 A premium hot buffet unit with 17cm granite plate, +30 to +90°C temperature range, 304 stainless steel basin, glass sneeze guard, lighting, drain tap, and 3x 1/1 GN capacity, designed for hotels, restaurants, and banqueting operators.
• SARO Thermal Container Model REES Front-loading thermal container with double-walled polyurethane insulation, holds up to 6x 1/1 GN 65mm or 3x 1/1 GN 150mm, temperature loss 1.5°C/hour (hot) and 0.5°C/hour (cold), 83-liter capacity, dishwasher-safe and stackable, for food transport between -40°C and +100°C.
• SARO Plate Stacking System Plate-Mate A range of plate stacking systems in floor, table, and wall configurations (PM, TM, WM series) manufactured from steel frame with aluminum column and plastic supports, holding 6 to 168 decorated plates up to 380mm diameter. Originally developed by partner Horena Trading Holland bv.
• SARO Cold Banquet Trolley Model KBW 1/1 Refrigerated banquet trolley with digital temperature control, 0/+10°C range, performance guaranteed up to +43°C ambient, capacity 15x 1/1 GN, R290 refrigerant, designed for cold buffet and banquet service in HoReCa operations.
• SARO Transport Roller 600x400 Model TRB Transport roller with impact-resistant food-safe ABS plastic, 250 kg load capacity on four castors, dimensions 600x400x87mm, suitable for bakery box transport in bakeries and catering operations.

Named customers14 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

Feature4 records

Partnerships

14 partnerships are on record, tiered core.

• Esmeyer GmbH & Co. KGcoreChannel Partner/ Reseller/ DistributorEsmeyer GmbH & Co. KG is a specialist dealer (Fachhändler) in Saro's distribution network, reselling professional kitchen equipment to end-customers in the hospitality sector.
• GastroHero GmbHcoreChannel Partner/ Reseller/ DistributorGastroHero GmbH is a specialist dealer (Fachhändler) in Saro's distribution network, reselling professional kitchen equipment to end-customers in the hospitality sector.
• Hase GmbH & Co. KGcoreChannel Partner/ Reseller/ DistributorHase GmbH & Co. KG is a specialist dealer (Fachhändler) in Saro's distribution network, reselling professional kitchen equipment.
• Heinrich Salm KGcoreChannel Partner/ Reseller/ DistributorHeinrich Salm KG is a specialist dealer (Fachhändler) in Saro's distribution network, reselling professional kitchen equipment.
• Hessen GastrocoreChannel Partner/ Reseller/ DistributorHessen Gastro is a specialist dealer (Fachhändler) in Saro's distribution network, reselling professional kitchen equipment.
• Luchs AGcoreChannel Partner/ Reseller/ DistributorLuchs AG is a specialist dealer (Fachhändler) in Saro's distribution network, reselling professional kitchen equipment.
• ProfishopcoreChannel Partner/ Reseller/ DistributorProfishop is a specialist dealer (Fachhändler) in Saro's distribution network, reselling professional kitchen equipment.
• Rick und Juelich GmbHcoreChannel Partner/ Reseller/ DistributorRick und Juelich GmbH is a specialist dealer (Fachhändler) in Saro's distribution network, reselling professional kitchen equipment.
• Ilhan Yilmaz GastrobedarfcoreChannel Partner/ Reseller/ DistributorIlhan Yilmaz Gastrobedarf is a specialist dealer (Fachhändler) in Saro's distribution network, reselling professional kitchen equipment.
• Netzhammer Grosshandels GmbHcoreChannel Partner/ Reseller/ DistributorNetzhammer Grosshandels GmbH is a specialist dealer (Fachhändler) in Saro's distribution network, reselling professional kitchen equipment.
• Schafferer Co. KGcoreChannel Partner/ Reseller/ DistributorSchafferer Co. KG is a specialist dealer (Fachhändler) in Saro's distribution network, reselling professional kitchen equipment.
• WENTOCON GmbHcoreChannel Partner/ Reseller/ DistributorWENTOCON GmbH is a specialist dealer (Fachhändler) in Saro's distribution network, reselling professional kitchen equipment.
• GastrosharkcoreChannel Partner/ Reseller/ DistributorGastroshark is a specialist dealer (Fachhändler) in Saro's distribution network, reselling professional kitchen equipment.
• Büromarkt-ag.de / BöckercoreChannel Partner/ Reseller/ DistributorBöcker (via büromarkt-ag.de) is a specialist dealer in Saro's distribution network, reselling professional kitchen equipment.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Electrolux Professional AB: Global incumbent offering cooking, refrigeration, dishwashing and laundry solutions for professional kitchens. Overlaps broadly with Saro's full portfolio but serves premium enterprise customers with a wider geographic footprint and service network.
• Convotherm (Welbilt Inc.): Premium combi oven brand under Welbilt's portfolio of professional kitchen brands. Overlaps directly with Saro's hot-preparation combi-steamer category while operating as a premium global incumbent.
• Ali Group S.r.l. Italian holding group and one of the largest global players in commercial kitchen equipment. Comparable as a broad portfolio incumbent covering cooking, refrigeration and food prep categories that intersect with Saro's catalog.
• Hobart GmbH: German subsidiary of the broad commercial kitchen equipment maker. Competes across cooking, dishwashing, food prep and refrigeration categories that overlap with most of Saro's catalog, but operates as a full-line premium incumbent.

Direct peers

• Hoshizaki Europe B.V. European arm of Japanese ice and refrigeration specialist. Directly comparable to Saro's cooling/presentation category (ice makers, freezers, refrigerators) and operates in the same Benelux/DACH region Saro serves.
• B.PRO (Blanco Professional): German manufacturer of professional stainless steel kitchens, sinks, and storage systems. Closely comparable to Saro on stainless steel furniture, transport/storage equipment and HoReCa target customers, with stronger proprietary manufacturing.
• Winterhalter Gastronom GmbH: German specialist in commercial dishwashing and cleaning technology. Comparable to Saro's cleaning/hygiene category and targets the same HoReCa end-customers, particularly in Germany and the DACH region.
• GastroHero GmbH: German online-focused distributor of professional kitchen and catering equipment with overlapping HoReCa product range. Comparable as a multi-category reseller serving the same target customers, also listed among Saro's specialist dealers.
• Rational AG: German manufacturer of combi steamers and professional cooking systems for HoReCa. Directly competes with Saro's hot-preparation category (combi ovens, cooking lines) while targeting the same HoReCa end-customers, though operating as a premium brand rather than a multi-category distributor.
• MKN Maschinenfabrik Kurt Neubauer GmbH: German manufacturer of professional cooking lines, combi steamers and modular kitchen systems. Competes head-to-head in Saro's hot-preparation and 600/700/900 cooking-line categories for the same restaurant and catering buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC1-NHQl9eI0h8aV3eKXJT4A
• Facebookfacebook.com/SaroGastro
• LinkedInlinkedin.com/company/saro-gastro-products
• Instagraminstagram.com/sarogastro

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Saro Gastro-Products GmbH