The Michael Gmbh

What The Michael Gmbh does

MICHAEL AG is a German B2B wholesale distributor of IT and telecommunications (ITK) products, headquartered in Bohmte, Lower Saxony. Founded in 1984, the company operates as a full-range distributor (Vollsortiments) offering 20,000-25,000 articles sourced from more than 250 manufacturers to approximately 8,500 specialist dealers (Fachhändler) in Germany and select international markets. The product portfolio spans networking equipment, telecommunications systems (corded, cordless, SIP), video surveillance, conferencing and headsets, smartphones and mobile accessories, office and IT equipment, and selected consumer electronics including floor-care appliances (TINECO) and home/living categories.

The distribution platform combines a login-protected dealer online shop with EDI integration, quick-order, wishlist, order tracking, and invoicing tools, complemented by dropshipping/3PL fulfillment, an in-house RMA and repair service (€29 service fee per incident, €80/hour technical review), and on-site training at the Bohmte/Hunteburg facility plus satellite locations such as Eschborn. Recurring and value-added revenue is generated through manufacturer-certified training (Hikvision HCSA, Yeastar Certified Technician, D-Link, Auerswald), Desktop-as-a-Service (MICHAEL DaaS) and Cloud PBX subscription services, and commission-based broadband network marketing (Netzvermarktung) operated in partnership with Telekom Deutschland and other carriers. Key vendor relationships include Hikvision (with EUCC cybersecurity certification held by MICHAEL AG), Snom (Platinum Distributor 2026), Yeastar, AGFEO, Auerswald, Jabra, Gigaset, Securepoint, DIGITUS, Omada by TP-Link, Auerswald, easybell, estos, MK Netzdienste, and C4B.

MICHAEL AG sells exclusively to registered trade partners via its dealer portal, using tiered pricing with quarterly bonus credits and volume-based discounts. The company is part of a corporate group alongside MABO GmbH and HOLTKAMP Electronics GmbH under MICHAELTELECOM AG, with family ownership transitioning from founder Siegfried Michael (CEO for 42 years) to Magnus Michael as CEO (Vorstandsvorsitzender) effective May 1, 2026. Oliver Hemann serves on the executive board, and Jörn Eickermann chairs the supervisory board. The 2026 strategic agenda emphasizes recurring cloud services, NIS2-driven PBX refresh, video surveillance expansion, and adjacent consumer category entry via TINECO.

Name

The Michael Gmbh

Legal name

MICHAEL AG

Website

https://michael-ag.de

Company type

Private

Founded year

1984

Operating status

Operating

Short description

MICHAEL AG is a German B2B IT and telecommunications wholesale distributor founded in 1984, serving approximately 8,500 specialist dealers with over 20,000 SKUs from more than 250 manufacturers. The company offers distribution, dropshipping, vendor-certified training, network marketing commissions, and recurring cloud services.

Ownership category

akta.pro rank

Headquarters

HQ city

Bohmte

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. IT & TK Product Distribution: Core B2B distribution revenue derived from the sale of IT and telecommunications products across over 20,000 articles from more than 250 manufacturers. Revenue is generated through wholesale pricing to registered trade dealers, with potential for quarterly bonuses and volume-based pricing.
2. Professional Services & Training: Revenue from manufacturer-certified training sessions, workshops, and webinars offered to dealer partners. Training sessions are provided both online and in-person at the Bohmte location, covering products from vendors including Hikvision, Yeastar, D-Link, Auerswald, and others.
3. Network Marketing (Netzvermarktung): Commission-based revenue from broadband network activation and marketing services, where MICHAEL AG acts as a intermediary for network provisioning and earns commissions on subscriber activations.
4. MICHAEL DaaS & Cloud Services: Subscription-based revenue from Desktop-as-a-Service (DaaS) and Cloud PBX offerings, enabling recurring revenue from dealer end-customers.
5. RMA, Repair & Service: Service fees charged for out-of-warranty repairs, device inspections, cost estimates (€29.00 per incident), and technical review services (€80.00/hour).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

MICHAEL AG is a German B2B wholesale distributor of IT and telecommunications (ITK) products, supplying over 20,000 articles from 250+ manufacturers to approximately 8,500 specialist dealers (Fachhändler). The company complements its distribution core with dropshipping and 3PL fulfillment, manufacturer-certified training, broadband network marketing (Netzvermarktung), RMA and repair services, and recurring-revenue cloud offerings (MICHAEL DaaS and Cloud PBX). Sales are conducted exclusively to registered trade partners through a login-protected online shop portal.

Differentiator

Problem solved

Functional benefit

Products and services

• IT & TK Product Distribution Wholesale distribution of over 20,000 IT and telecommunications articles from more than 250 manufacturers, supplied exclusively to approximately 8,500 registered specialist dealers (Fachhändler) in Germany and internationally via the dealer login portal.

Quantifiable outcome

• Over 20,000 articles from 250+ manufacturers delivered to ~8,500 dealers
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature6 records

Partnerships

17 partnerships are on record, tiered core and minor.

• TINECOcoreChannel Partner/ Reseller/ DistributorMICHAEL AG has taken over the distribution of TINECO products in Germany in selected sales channels. TINECO is an internationally recognized brand for innovative vacuum and floor care systems, having been the worldwide market leader in the wet-dry vacuum category for four years. MICHAEL AG is responsible for the marketing and trade of TINECO products in the German market.
• Omada by TP-LinkcoreStrategic or Co-development PartnerMICHAEL AG has deepened its strategic partnership with TP-Link's Omada business solutions division. The partnership focuses on Omada's cloud-based network management systems offering scalable, secure, and flexible B2B networking solutions. Oliver Hemann (Vorstand of MICHAEL AG) stated that the partnership extends MICHAEL AG's portfolio with highly scalable cloud-managed network systems. MICHAEL AG participates in the TP-Link SolutionX Partner Program.
• AuerswaldcoreChannel Partner/ Reseller/ DistributorMICHAEL AG is a long-standing Auerswald partner promoting and distributing Auerswald telecommunications systems including COMtrexx (soft PBX), COMfortel desk phones, and related maintenance services. The partnership includes active promotion of Auerswald's NIS2-compliant communication solutions and migration campaigns from legacy systems (COMpact, COMmander) to COMtrexx. Auerswald Trade-In promotion offering 12 months free COMtrexx Maintenance is facilitated through MICHAEL AG.
• HikvisioncoreChannel Partner/ Reseller/ DistributorMICHAEL AG serves as a distribution partner for Hikvision video surveillance products and hosts Hikvision HCSA (Hikvision Certified Security Associate) training programs at its Bohmte location. HCSA certifications cover CCTV, thermal imaging, intercom, alarm systems, and HikCentral Professional software. Hikvision EUCC certification is also held by MICHAEL AG.
• YeastarcoreChannel Partner/ Reseller/ DistributorMICHAEL AG distributes Yeastar P-Series IP telephony systems and hosts Yeastar Certified Technician training programs. The partnership enables dealers to access Yeastar IP-PBX, DECT systems, and gateway products through MICHAEL AG's distribution platform.
• SecurepointcoreChannel Partner/ Reseller/ DistributorMICHAEL AG offers IT security solutions in partnership with Securepoint, including Securepoint Managed XDR (Extended Detection and Response). The partnership provides dealers access to cybersecurity products and services as part of the service portfolio.
• GigasetcoreChannel Partner/ Reseller/ DistributorMICHAEL AG is a Gigaset professional partner, distributing Gigaset business phones, senior phones, and professional communication devices. Active promotions include Gigaset Trade-In programs and Gigaset Professional Promo Weeks campaigns.
• JabraminorChannel Partner/ Reseller/ DistributorMICHAEL AG distributes Jabra audio and video conferencing products including PanaCast 50 video bars and room systems. Active 'Mein erster Meetingraum' (My First Meeting Room) promotion offering up to 50% discount on the first Jabra PanaCast meeting room per company.
• AGFEOcoreChannel Partner/ Reseller/ DistributorMICHAEL AG is an AGFEO partner distributing AGFEO telecommunications systems and hosting AGFEO Roadshow 2026 events. AGFEO VIP summer promotion is actively marketed through MICHAEL AG's platform.
• D-LinkcoreChannel Partner/ Reseller/ DistributorMICHAEL AG distributes D-Link networking products and hosts D-Link training sessions including WiFi 7 webinars and Easy-Connect solutions using DBR-600P and DAP-X3000-AP products.
• Telekom DeutschlandcoreChannel Partner/ Reseller/ DistributorMICHAEL AG participates in the Telekom Partnervertrieb (Festnetz Geschäftskunden) program as a network marketing partner. Activities include Telekom GK Festnetz Partner Call events, business fiber (Glasfaser) marketing, and promotion of Telekom business products including OnNet Security and 5G backup solutions.
• easybellminorChannel Partner/ Reseller/ DistributorMICHAEL AG distributes easybell products including SIP trunks, cloud PBX, Teams Connector, Business Connect, and Home Office Connect. Training and partner onboarding webinars are offered to educate dealers on easybell's product portfolio and partner program.
• estosminorChannel Partner/ Reseller/ DistributorMICHAEL AG distributes estos software products including MetaBoost, promoted through an incentive campaign on the MICHAEL AG platform.
• SnomcoreChannel Partner/ Reseller/ DistributorMICHAEL AG holds Snom Platinum Distributor status for 2026, indicating a top-tier distribution partnership for Snom IP desk phones and related telecommunications devices.
• MK NetzdiensteminorChannel Partner/ Reseller/ DistributorMICHAEL AG partners with MK Netzdienste to offer cloud mail archive and backup solutions (MK-CloudMailArchiv on MailStore basis, MK-CloudBackUp with Veeam) through joint webinars and dealer education programs.
• C4B Com For Business AGminorChannel Partner/ Reseller/ DistributorMICHAEL AG distributes C4B's XPhone Connect product (version 10.1) featuring video meetings, KI/AI features, and DSGVO-compliant on-premise communications. Joint webinars are hosted to educate dealers on XPhone's capabilities.
• DIGITUS (Assmann Electronic)coreChannel Partner/ Reseller/ DistributorMICHAEL AG distributes the full DIGITUS portfolio including workspace solutions (height-adjustable desks, monitor arms, docking stations, USB hubs, GaN chargers, cables, and accessories). Exclusive DIGITUS workplace bundles with 7.5% savings are promoted through dedicated landing pages.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• TAROX Aktiengesellschaft: German IT broadline distributor with its own Tarox brand serving specialist resellers and system houses across Germany. Comparable to MICHAEL AG on broadline IT/TK distribution and dealer-channel focus, with similar Mittelstand positioning.
• ALSO Group: One of Europe's largest IT/TK broadline distributors, headquartered in Germany. ALSO serves resellers across 30+ European countries with a comparable multi-vendor IT distribution platform, making it a direct peer to MICHAEL AG's business model and dealer-channel approach, though at substantially greater scale.
• Wortmann AG: German family-owned IT distributor (own Terra brand) operating a broadline IT product portfolio served to German Fachhändler and system houses. Closely comparable to MICHAEL AG in business model, target customer (specialist dealers), and German Mittelstand family ownership structure.
• Bluechip Computer AG: German IT distributor serving resellers and system houses with a broadline IT/TK portfolio and own-brand products. Comparable business model to MICHAEL AG in the German broadline IT/TK distribution space.
• api computerhandels GmbH: German IT distributor serving resellers with IT hardware, peripherals, and components. Similar target customer (specialist dealers) and broadline IT wholesale model to MICHAEL AG, providing a like-for-like comparison on scale and channel depth.
• Herweck AG: German ITK distributor focused on mobile communications, accessories, and TK products serving Fachhändler. Comparable to MICHAEL AG on telecommunications distribution and dealer-channel focus, with similar regional Mittelstand positioning in the German market.
• Siewert & Kau KG: German IT/TK value-added distributor specializing in VoIP, UCC, and enterprise communications - directly comparable categories to MICHAEL AG's Yeastar, Auerswald, Snom, and AGFEO product lines. Particularly relevant peer for MICHAEL AG's Cloud PBX and Netzvermarktung services.

Broad incumbents

• Bechtle AG: Major German IT system house and retailer with distribution operations. Overlaps with MICHAEL AG on B2B IT product supply but operates a much broader model combining distribution, system integration, and managed services - relevant as a broad incumbent rather than a pure-play distributor.
• Ingram Micro (Germany operations): Global IT distribution giant with significant German presence serving resellers, system integrators, and retailers. Overlaps with MICHAEL AG on hardware/software wholesale and on the specialist dealer channel, but operates at vastly greater scale and global breadth.
• TD SYNNEX (Germany): Major global IT distributor with German operations covering endpoint, networking, and telecommunications products. Comparable to MICHAEL AG on broadline IT/TK distribution serving resellers, but as a multinational broad incumbent rather than a Mittelstand specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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 The Michael Gmbh