Lusini Group Gmbh

What Lusini Group Gmbh does

LUSINI Group GmbH is a privately held German omnichannel B2B retailer specializing in non-food equipment, furnishings, and supplies for the hospitality and gastronomy sectors across Europe. Founded in 1987 in Wertingen, Bavaria as Hotelwäsche Erwin Müller — initially a four-employee textile wholesaler — the company has expanded to approximately 650 employees operating from 14 European locations in Germany, Austria, Switzerland, France, Italy, Spain, Sweden, and Croatia, supported by purchasing offices in India and China. The group is led by a three-person executive team comprising CEO Boris Steinhagen, CFO Tobias Steinbacher, and CMO Dr. Daniel Gutting.

The company's commercial core is a 50,000+ SKU catalog split between five proprietary brands (VEGA, ERWIN M., JOBELINE, PULSIVA, and V-Touch) and a curated selection of premium third-party hospitality brands, distributed through the lusini.com online marketplace combined with physical retail/showroom locations. The underlying technology stack is conventional: a proprietary e-commerce front end, Microsoft Dynamics ERP/CRM, Google Analytics, and Microsoft Teams. Marketing relies on Facebook Pixel-driven paid social, organic Instagram and LinkedIn activity, trade fair participation (with a confirmed 2026 exhibition calendar), and employer branding content. Value-added services include a sample service and product personalization, which supplement the core catalog offering.

LUSINI generates revenue primarily through B2B product sales to hotel and restaurant operators across Europe, with pricing conducted on a quote/transactional basis per product line rather than disclosed subscription terms. The go-to-market combines self-serve e-commerce, inside sales, and a dedicated Key Account Management function for strategic accounts. The company self-positions as Europe's #1 omnichannel trader in the non-food hospitality equipment category and has explicitly stated the preservation of independence as a strategic objective, with no public evidence of private equity or venture capital ownership. In 2025 the company continued to invest in organizational capability, welcoming six new apprentices at the Wertingen headquarters and conducting a Jubiläumsfeier recognizing 10- and 25-year employee tenure.

Name

Lusini Group Gmbh

Legal name

LUSINI Group GmbH

Website

https://lusini-corporate.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Lusini Group GmbH is a privately held German omnichannel B2B retailer supplying over 50,000 non-food hospitality articles — across its own brands VEGA, ERWIN M., JOBELINE, PULSIVA, V-Touch and partner brands — to hotels and restaurants across eight European countries via its online marketplace and 14 physical locations.

Ownership category

akta.pro rank

Headquarters

HQ city

Wertingen

HQ country

Germany

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B Product Sales: Multi-channel retail revenue through online marketplace and physical locations across Europe. Sells non-food hospitality equipment, workwear, textiles, furniture, and tabletop products to hotels and restaurants.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

LUSINI is an omnichannel B2B retailer that supplies non-food equipment, furnishings and consumables — furniture, tabletop, workwear and textiles — to the hotel, gastronomy and catering industries. It sells more than 50,000 articles from five proprietary brands (VEGA, ERWIN M., JOBELINE, PULSIVA, V-Touch) and premium third-party partner brands through the lusini.com online marketplace and 14 European retail locations, supplemented by sample and personalization services.

Product overview

LUSINI Group is an omnichannel B2B retailer for the hospitality and hotel industry in Europe, operating both an online marketplace (LUSINI.com) and physical presence across 14 European locations. The company offers a comprehensive portfolio of hospitality equipment and supplies including furniture, tabletop, workwear, and textiles. Its product strategy combines proprietary brands (VEGA, ERWIN M., JOBELINE, PULSIVA, and V-Touch) totaling over 50,000 articles, alongside premium third-party gastronomy brands. The company also provides value-added services such as sample services and product personalization. Founded in 1987 and headquartered in Wertingen, Bavaria, LUSINI serves approximately 650 employees across Europe with purchasing offices in India and China.

Differentiator

Problem solved

Functional benefit

Brands

• VEGA: Brand offering professional hospitality products, included among the company's own brand portfolio of over 50,000 articles.
• ERWIN M.
• JOBELINE
• PULSIVA
• V-Touch

Products and services

• LUSINI Online Marketplace Omnichannel online marketplace offering more than 50,000 articles from LUSINI's own brands and premium third-party partner brands, supporting B2B purchasing for hotels, restaurants and catering companies.
• VEGA Proprietary LUSINI brand offering professional hospitality equipment and supplies, part of the company's own brand portfolio of more than 50,000 articles.
• ERWIN M. Proprietary LUSINI brand for hospitality supplies, originating from the founding name Hotelwäsche Erwin Müller and now part of the company's own brand portfolio.
• JOBELINE Proprietary LUSINI brand offering workwear and professional clothing for the hospitality industry.
• PULSIVA Proprietary LUSINI brand offering hospitality equipment and supplies within the company's own brand portfolio.
• V-Touch Proprietary LUSINI brand within the company's own brand portfolio of hospitality products.
• Sample Service Value-added service enabling hospitality customers to request product samples before purchase, complementing the company's product portfolio.
• Personalization Service Customization service allowing hospitality customers to personalize selected products such as textiles or workwear, complementing the standard product portfolio.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Nisbets: Nisbets is a UK-based B2B omnichannel supplier of catering equipment, tableware, and hospitality supplies operating both an e-commerce marketplace and showrooms. It is the closest direct competitor to LUSINI in Europe, sharing the same omnichannel model and customer base of hotels and restaurants.
• Engelbert Strauss: Engelbert Strauss is a leading European workwear and professional clothing brand with strong presence in Germany. It overlaps with LUSINI's JOBELINE workwear line for hospitality and B2B customer segments, competing in the professional apparel category of LUSINI's portfolio.
• Bartscher: Bartscher is a German-based B2B supplier of professional catering equipment, buffet technology, and small appliances serving hotels and restaurants across Europe. It shares LUSINI's German roots, multi-channel B2B approach, and broad product assortment in non-food HoReCa supplies.
• WebstaurantStore: WebstaurantStore is one of the largest US B2B e-commerce platforms for restaurant supplies and equipment with a 100,000+ SKU catalog. It mirrors LUSINI's online marketplace model and target customer (foodservice operators) but operates primarily in North America, making it a model-relevant direct competitor.
• GastroHero: GastroHero is a German B2B e-commerce retailer of catering equipment and gastronomy supplies focused on small and medium hospitality operators. It is a direct competitor to LUSINI's online marketplace in the DACH market with a similar product catalog and customer base.
• MKN: MKN is a German manufacturer of professional kitchen equipment for hotels, restaurants, and catering. It serves the same European HoReCa customers as LUSINI with overlapping product categories (cooking, refrigeration, work tables) and represents a directly comparable supply-side peer.
• Stalgast: Stalgast is a leading Polish manufacturer and distributor of professional catering and gastronomy equipment serving Central and Eastern European HoReCa operators. It overlaps with LUSINI on product range and customer profile and represents a strong regional direct competitor.

Broad incumbents

• Metro AG: Metro AG is Europe's largest foodservice and hospitality distribution group (METRO Cash & Carry, MAKRO) operating across 20+ countries. While primarily focused on food, Metro also distributes non-food hospitality equipment and competes with LUSINI for HoReCa wallet share at much greater scale.
• Ali Group: Ali Group is one of the largest Italian-headquartered foodservice equipment manufacturers globally, owning brands such as Hoshizaki, Manitowoc, and Scotsman. It competes with LUSINI in professional kitchen equipment supply at much greater scale through a multi-brand portfolio approach.
• Rational AG: Rational AG is the German global market leader in combi ovens for professional kitchens and a broader professional cooking equipment manufacturer. It sells into the same hospitality end-customer base as LUSINI but specializes in high-value capital equipment rather than full-spectrum supplies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights7 records

Customer concentration

• Xx.com/lusini
• Facebookfacebook.com/LUSINI
• Instagraminstagram.com/lusini
• LinkedInlinkedin.com/company/lusini-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries9 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 Lusini Group Gmbh