Roth & Lorenz GmbH

What Roth & Lorenz GmbH does

Roth + Krieger GmbH is a family-owned German plumbing and heating contractor (Handwerksbetrieb) headquartered at Blücherstr. 11a, 67480 Edenkoben. The company delivers bathroom renovation and modernization, heating system installation and modernization (including heat pumps and boilers), tiling, and ongoing maintenance and emergency services to local residential property owners within a deliberately limited service area of approximately 10 km around Edenkoben. Key figures include co-founders Jürgen Roth and Christopher Krieger, with Frederik Heinzelmann and Diogo Fernandes on the team; revenue, founding year, and headcount are not publicly disclosed.

The business is structured around fixed-price service packages for bathrooms ('Bad zum Festpreis') and heating systems ('Heizung zum Festpreis'), supported by a recurring maintenance and emergency-service stream and additional offerings such as barrier-free bathrooms and dust-free renovation. Distribution is direct-to-consumer and on-site at customer properties, with acquisition driven by local SEO, Google reviews (115 reviews carrying an 'AUSGEZEICHNET' / excellent rating), Google Ads, and Facebook/Instagram presence. The company uses customer-facing digital tools including a 3D bathroom planner (partnered with Elements showroom in Landau), an online budget calculator, and online booking forms for appointments and callbacks.

Operationally, Roth + Krieger positions itself on rapid local response (cited at ~20 minutes for emergencies), personal access to competent staff, and availability including weekends and holidays for existing customers. In July 2025 the company introduced 'Petra', an AI-powered phone assistant that handles inquiries outside office hours and forwards them to staff for callback. Brand partnerships include Buderus (heating systems) and the Elements showroom in Landau. The company is privately held with no disclosed external investment, parent company, or public listing.

Name

Roth & Lorenz GmbH

Legal name

Roth + Krieger GmbH

Website

https://roth-lorenz.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Roth + Krieger GmbH is a family-owned German plumbing and heating contractor based in Edenkoben, serving local residential homeowners within a ~10km radius with bathroom renovation, heating system installation and modernization, tiling, and maintenance and emergency services.

Ownership category

akta.pro rank

Product category

Plumbing, Heating, and Bathroom Renovation Services

NAICS

Plumbing, Heating, and Air-Conditioning Contractors (238220), Plumbing, Heating, and Air-Conditioning Contractors (23822)

akta.pro primary industry

Residential HVAC System Installation (Furnace/AC/Heat Pump) (HSAOAGAA)

Keywords

• Bathroom renovation services
• Heating system installation
• Plumbing and heating maintenance
• Tile installation services
• Barrier-free bathroom design

Headquarters

HQ city

Edenkoben

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Bathroom Renovation Services: Complete bathroom modernization and renovation services including design, installation, and finishing. Offered at fixed prices ('Bad zum Festpreis') and as full-service 'from one source' ('Bad aus einer Hand').
2. Heating System Services: Heating system installation, modernization, repair, and maintenance. Includes heat pump installation, gas checks, heating inspections, and boiler replacement. Offered at fixed prices ('Heizung zum Festpreis').
3. Maintenance and Emergency Services: Ongoing maintenance contracts and emergency repair services for existing customers. Includes Kundendienst (customer service), Wartung (maintenance), and Notdienst (emergency service) available on weekends and holidays.
4. Tile Installation: Tiling services for bathrooms and other areas as part of renovation projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Roth + Krieger GmbH is a local plumbing and heating handcraft contractor that designs, installs, and renovates bathrooms and heating systems for residential homeowners in the Edenkoben area of Germany. Core deliverables include complete bathroom renovations (including fixed-price packages, single-source full-service execution, barrier-free modifications, and dust-free construction), heating system installation and modernization (heat pumps, boilers, gas checks, efficiency inspections), ongoing maintenance and emergency repair services, and tiling work.

Product overview

Roth + Krieger GmbH is a craftsman/service company offering integrated bathroom renovation, heating system services, and tiling. The core portfolio centers on bathroom modernization services (Badsanierung, Barrierefreies Bad, Bad zum Festpreis, Bad aus einer Hand, Staubfrei) and heating solutions (Heizungsmodernisierung, Heizung zum Festpreis, Kundendienst & Wartung, Heizungscheck, Gas Check), complemented by Fliesen tiling services. Supporting these core services, the company provides customer-facing digital tools including the 3D Badplaner for bathroom visualization, Bad-Budgetkalkulator for cost estimation, and Petra KI-Assistentin as an AI phone assistant for after-hours customer inquiry handling.

Differentiator

Problem solved

Functional benefit

Products and services

• Badsanierung (Bathroom Renovation) Complete bathroom renovation and modernization service for residential customers, including remodeling and updating of existing bathrooms.
• Barrierefreies Bad (Barrier-free Bathroom)
• Bad zum Festpreis (Fixed-Price Bathroom)
• Bad aus einer Hand (One-Stop Bathroom Service)
• Staubfrei Badrenovierung (Dust-free Bathroom Renovation)
• Heizungsmodernisierung (Heating System Modernization)
• Heizung zum Festpreis (Fixed-Price Heating)
• Kundendienst & Wartung (Customer Service & Maintenance)
• Heizungscheck (Heating Inspection)
• Gas Check
• Fliesen (Tiling)

Quantifiable outcome

• Emergency response within 20 minutes reported by customers
• +1 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

One partnership is on record.

• Elements (Showroom)minorStrategic or Co-development PartnerPartnership with Elements showroom in Landau, where Roth + Krieger GmbH displays products. The Elements showroom hosts a 3D bathroom planner tool that redirects from Roth + Krieger's website, allowing customers to preview products.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Viessmann: One of Germany's largest heating-system manufacturers with strong heat-pump and boiler portfolios. Sells through installers like Roth + Krieger and represents both an upstream supplier and a benchmark competitor shaping end-customer expectations in the same category.
• Stiebel Eltron: German manufacturer of heat pumps, water heaters, and ventilation systems. Operates in the same residential heating/HVAC category that anchors Roth + Krieger's heating revenue and shapes competitive product expectations among local installers.
• Bosch Thermotechnik: Bosch division encompassing Buderus and other heating brands, manufacturing residential and commercial HVAC equipment. Directly comparable to Roth + Krieger's core product category and a key counterparty in the company's installed-base ecosystem.
• Vaillant: Major German heating manufacturer offering heat pumps, gas boilers, and HVAC systems. Competes for the same end-customer renovation and replacement projects that drive Roth + Krieger's heating-modernization pipeline.
• Buderus: Bosch-owned German heating brand (heat pumps, boilers, controls) that Roth + Krieger installs and features as a partner. Comparable as a market-shaping incumbent whose installer network and brand expectations directly influence how a local SHK firm competes.

Others

• Sanitär-Heinze: Germany's leading wholesale distributor of sanitary, heating, and plumbing products. Comparable as an upstream enabler of the same SHK trade ecosystem in which Roth + Krieger operates its bathroom and heating installation business.

Emerging players

• MyHammer: German online marketplace that connects homeowners with local tradespeople including plumbers and heating installers. Operates in the same customer-acquisition funnel as Roth + Krieger's local SEO/Google Ads approach and represents an alternative discovery channel for the same target customer.
• 1Komma5°: German energy-transition installer offering heat pumps, solar, and EV charging as an integrated package. Operates in the same residential heat-pump installation market that Roth + Krieger services, with a digitally native, franchise-like operating model.
• Enpal: German installer focused on solar, heat pumps, and home energy systems with a leasing/financing model. Overlaps directly with Roth + Krieger's heat-pump and heating-modernization services and represents the tech-enabled, capital-rich emerging model targeting the same end customer.

Direct peers

• Thermondo: Berlin-based heating installer specializing in heat pumps and modern heating system replacements across Germany. Operates the same core value proposition — residential heating modernization — as Roth + Krieger but at national scale, making it the scaled archetype for Roth + Krieger's heating business model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RothKriegerGmbH
• Instagraminstagram.com/roth_krieger_gmbh/?igshid=YmMyMTA2M2Y%3D

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Roth & Lorenz GmbH