Schreinerei Lohrer GmbH

What Schreinerei Lohrer GmbH does

Schreinerei Lohrer GmbH is a Swiss carpentry and bespoke furniture company founded in 1993 by Norbert Lohrer and headquartered at Adetswilerstrasse 6, Bäretswil in the Zürcher Oberland region of Switzerland. The firm operates a single integrated workshop-showroom facility and employs a team of 10-15 people including master craftsmen, journeymen, apprentices, and freelancers. Under the legal entity Lohrer GmbH, it runs three interconnected offerings: Schreinerei Services (custom carpentry, kitchen and bathroom remodeling, old building renovation, and coordinated multi-trade renovations with proprietary dust-free construction); the Fine Wood sub-brand for premium bespoke furniture, unique artistic pieces, wine cellars, and wooden bathtubs; and the Massivholz OnlineShop, a 24/7 e-commerce storefront selling catalog solid wood furniture (tables, beds, chairs, storage, children's toys, and gift items).

The business combines traditional hand craftsmanship — intarsia inlay work, steam-bent wood, and surface finishing — with modern digital tools including Shaper Origin hand-guided CNC routing and Vectorworks CAD for design and planning. Pricing is unit-based across the catalog (CHF 45 cutting boards to CHF 9,999 intarsia walls) with bespoke commissions quoted individually based on wood species, dimensions, and complexity; delivery lead times for custom pieces run 6-10 weeks. Go-to-market is hybrid: physical showroom for direct consultation, e-commerce for standard catalog sales, and project-based field sales for renovation and custom commission work, supported by an active social media presence (Instagram, Facebook, Pinterest) and bi-annual public Open Days.

Revenue is generated from four streams: custom furniture manufacturing, online shop sales, renovation services, and the Fine Wood premium line. Customers are predominantly individual homeowners and renovation project owners in German-speaking Switzerland, with episodic enterprise work (e.g., RIBAG Leuchten custom crates, hospitality bathroom renovations). The company is founder-owned private (GmbH), self-funded with no external investment, and underwent a generational leadership transition around 2025-2026 when Leo Müller assumed the Geschäftsleitung role from founder Norbert Lohrer.

Name

Schreinerei Lohrer GmbH

Legal name

LOHRER GMBH

Website

https://lohrer.ch

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Schreinerei Lohrer GmbH is a Swiss custom carpentry and bespoke furniture workshop in Bäretswil (Zürcher Oberland), serving individual homeowners and renovation clients across German-speaking Switzerland with handcrafted solid wood furniture, integrated renovation services, and a 24/7 online shop under its Fine Wood sub-brand.

Ownership category

akta.pro rank

Product category

Custom Carpentry & Solid Wood Furniture

NAICS

Nonupholstered Wood Household Furniture Manufacturing (337122), Custom Architectural Woodwork and Millwork Manufacturing (337212), Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371)

SIC

Household Furniture (2510), Wood Household Furniture, (No Upholstered) (2511)

akta.pro primary industry

Trim, Baseboards, Crown Molding & Finish Carpentry (HSAPAFAD)

akta.pro secondary industries

Whole-Home Interior Renovation (Non-Structural) (HSAPAEAC), Luxury Whole-Home Renovation (High-End Finishes & Custom Build) (HSAPAEAI)

Keywords

• Custom carpentry
• Solid wood furniture
• Old building renovation
• Bespoke furniture making
• Kitchen and bath remodeling

Headquarters

HQ city

Bäretswil

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Furniture Manufacturing: Bespoke furniture creation including tables, beds, cabinets, chairs, and unique pieces. Customers can commission custom designs with specific dimensions, wood types, and features. Premium pricing based on complexity and materials.
2. Online Shop Sales: E-commerce sales of standard solid wood furniture including tables (CHF 2,980-4,999), beds (CHF 3,280-3,580), chairs (CHF 280-525), storage solutions, cabinets, children's toys, and decorative items. Prices in Swiss Francs including VAT.
3. Renovation Services: Complete renovation services for old buildings including planning, project coordination, kitchen remodeling, bathroom remodeling, floor installation, and staircase construction. Services include dust-free construction methods and coordination with other trades.
4. Fine Wood Collection: Exclusive furniture line under the Fine Wood brand featuring unique pieces, series furniture, custom furniture construction, wine cellars, and wooden bathtubs. Higher price points for artisanal craftsmanship.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Schreinerei Lohrer GmbH designs, manufactures, and installs custom solid wood furniture and provides full carpentry-led renovation services from its workshop and showroom in Bäretswil. Offerings span bespoke furniture (tables, beds, chairs, cabinets, unique artistic pieces, wooden bathtubs, wine cellars), a 24/7 online shop of standard solid wood items, and turnkey renovations including kitchens, bathrooms, old building revitalization, stairs, doors, and floors—coordinated with partner trades under a single point of contact using dust-free construction methods.

Product overview

Schreinerei Lohrer GmbH is a carpentry company operating under a multi-brand portfolio consisting of three interconnected offerings: (1) Schreinerei Services — custom carpentry and renovation work including kitchens, bathrooms, dust-free construction, and full project management; (2) Fine Wood — premium bespoke furniture line featuring unique pieces, series furniture, wine cellars, and wooden bathtubs; and (3) Massivholz OnlineShop — a direct-to-consumer e-commerce platform selling solid wood furniture (tables, beds, chairs, cabinets) alongside specialty items (cutting boards, toys, serving trays) and unique pieces. All products share a foundation of solid wood craftsmanship with emphasis on local timber from sustainable Swiss forests, and the company offers both made-to-order custom pieces and ready-to-purchase catalog items. The company also provides old building renovation and interior design services through its workshop in Bäretswil, Zurich Oberland.

Differentiator

Problem solved

Functional benefit

Brands

• Fine Wood: Exclusive furniture construction brand under Lohrer GmbH, specializing in unique custom furniture pieces and high-end design.

Quantifiable outcome

• Furniture lifespan of generations with proper care
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Holzbiegewerk WinklercoreStrategic or Co-development PartnerSpecialized wood bending workshop enabling steam bending techniques. Team visited for training in 2020.
• Wälty WohnhandwerkminorStrategic or Co-development PartnerWood living craft partner.
• Homa-BaurealisierungcoreStrategic or Co-development PartnerPrimary renovation/construction partner for project coordination.
• Franz Stutz (einfach bauen)coreStrategic or Co-development PartnerSimple building approach partner.
• Aedes Beratung GmbHminorImplementation/ SI/ Consulting PartnerConsulting partner for renovation projects.
• Forster & Linsi AGminorStrategic or Co-development PartnerInterior design and building partner.
• EHM Elektro AGcoreStrategic or Co-development PartnerElectrical work partner for integrated renovation projects.
• Mauchle SanitärcoreStrategic or Co-development PartnerPlumbing partner for bathroom and kitchen projects.
• Gut MetallbauminorStrategic or Co-development PartnerMetal construction partner.
• real-stein.chcoreStrategic or Co-development PartnerNatural stone partner - team visited real.stein AG in Gibswil for team training on natural stones.
• QuookercoreChannel Partner/ Reseller/ DistributorOfficial Quooker Switzerland reseller - offers 15% jubilee discount. Provides instant boiling water taps.
• Woodpecker Group AGminorChannel Partner/ Reseller/ DistributorWood products retailer.
• Computerworks/VectorworkscoreTechnology or IntegrationCAD software for design and planning. Used for precise furniture and renovation planning.
• Malexwoods (Manu Döbeli and Alex Loosli)minorStrategic or Co-development PartnerDriftwood art duo - currently exhibiting driftwood art in the workshop.
• Pascal Sturm (sturm.art)minorStrategic or Co-development PartnerSwiss artist and nature coach. Collaborated on custom yew wood table project featuring artistic design.
• Drechslerei Meier (Thomas Meier)minorStrategic or Co-development PartnerTurning specialist who created legs for salontische from wild cherry tree slices.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Vitra: Swiss design furniture company headquartered near Basel. Comparable as a fellow Swiss design-furniture player, though operating at substantially larger scale, broader portfolio (office + residential), and global distribution rather than workshop-based custom work.
• USM: Swiss modular furniture manufacturer. Comparable as a Swiss heritage design-furniture brand, though USM focuses on modular metal systems rather than solid-wood custom work like Lohrer.
• Thonet: Historic German furniture manufacturer known for bentwood craftsmanship. Comparable to Lohrer in wood-bending expertise (steam bending technique) and craftsmanship heritage, though operating at significantly larger scale.

Direct peers

• Riva 1920: Italian luxury solid-wood furniture maker. Comparable to Lohrer's Fine Wood and Unikate lines in premium positioning, solid-wood craftsmanship, and unique/artistic piece offerings, though operating at a larger and more international scale.
• Dreier Küchen: Swiss custom kitchen manufacturer. Comparable to Lohrer's Küchen service line in offering made-to-order kitchens for Swiss residential customers, with project-based delivery and local craftsmanship positioning.
• Team 7: Austrian manufacturer of sustainable solid-wood furniture. Closely comparable to Lohrer's Fine Wood line in material philosophy (native hardwoods, sustainability) and custom-built positioning, though at significantly larger scale and broader geographic reach.
• Atelier Pfister: Swiss custom furniture and interior workshop. Comparable to Lohrer as a fellow Schreinerei offering bespoke solid-wood pieces and integrated interior solutions for design-conscious Swiss homeowners.
• Müller Möbelwerkstätten: German custom wood furniture workshop combining traditional craftsmanship with modern design. Comparable to Lohrer in offering made-to-order solid-wood pieces, integrated workshop model, and direct-to-consumer sales.
• Mauderli: Swiss custom furniture manufacturer with strong direct-to-consumer brand. Comparable to Lohrer in Swiss market positioning, custom-built offering, and emphasis on craftsmanship for residential customers.

Emerging players

• Wogg: Swiss design furniture brand producing innovative wood and mixed-material pieces. Comparable to Lohrer in Swiss origin, premium positioning, and use of distinctive material/finish techniques, though with a more design-led than workshop-led model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SchreinereiLohrer
• Instagraminstagram.com/schreinereilohrer
• Pinterestpinterest.com/schreinereilohrer
• LinkedInlinkedin.com/company/schreinerei-lohrer-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Schreinerei Lohrer GmbH