Niemerszein & Co.kg (gmbh & Co.)

What Niemerszein & Co.kg (gmbh & Co.) does

Niemerszein & Co. KG (GmbH & Co.) is a family-owned grocery retail company operating nine EDEKA-branded supermarkets across premium Hamburg neighborhoods under the trading name EDEKA Niemerszein Hamburg. Founded approximately in 1960 (originally as Glasmeyer & Niemerszein), the company is structured as a German GmbH & Co. KG with Dieter Niemerszein GmbH as general partner, headquartered at Gasstraße 6B in Hamburg. It operates exclusively as an EDEKA franchisee within the EDEKA Nord cooperative, sourcing purchasing power, brand association, and operational standards from the parent network while retaining local autonomy over assortment, service, and pricing.

The company's product portfolio centers on full-range grocery retail (fresh produce, meat, cheese, fish and deli, bakery, wine and spirits, organic and vegan, regional specialties), augmented by three internal sub-brands: Brotladen (four in-store bakery-café locations with regional bakery partners and specialty coffee from Becking roastery), Küchenliebe (a centralized prepared-meal kitchen at Mühlenkamp distributing fresh daily dishes to all nine markets in compostable packaging), and World Class Beef (a premium specialty beef program featuring Wagyu A5, Australian F1 Wagyu-Angus, Irish Dry Aged, and US Nebraska cuts). Private-label extensions include Elbblond (a Bavarian-brewed pale lager) and Vino (customizable-label wines bottled at Weingut Seebrich). Distribution is exclusively physical; the site references a delivery and gift service but no operational grocery e-commerce channel. Technology is conventional: a WordPress website, Plesk server administration, and Matomo analytics for anonymous visitor tracking.

Niemerszein's revenue model is purely transactional retail, with weekly promotional pricing and no subscription or membership structure. Pricing is set at competitive market rates within the EDEKA network, with differentiation driven by premium assortment, regional sourcing, in-house prepared meals, and personal customer service. The customer base consists of individual Hamburg residents and food enthusiasts seeking premium and specialty products, and revenue is generated across nine supermarket locations, four Brotladén outlets, and Küchenliebe counters in each market. Strategic positioning emphasizes Hamburg-rooted regionality, family heritage, employee longevity, and a portfolio of industry recognition that includes two Goldener Zuckerhut awards (1979, 2021), Supermarkt des Jahres 2023, and Best Produce Department in Germany (2020, 2026).

Name

Niemerszein & Co.kg (gmbh & Co.)

Legal name

Niemerszein & Co. KG (GmbH & Co.)

Website

https://niemerszein.de

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1–10 employees

Short description

Niemerszein & Co. KG is a family-owned EDEKA franchisee operating nine premium supermarkets in Hamburg neighborhoods, plus four Brotladen bakery-cafés and a Küchenliebe prepared-meal service, serving Hamburg residents with regional, fresh, and specialty groceries.

Ownership category

akta.pro rank

Product category

Retail Grocery / Supermarkets

NAICS

Grocery and Convenience Retailers (4451)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Supermarket Operators with In-Store Foodservice/Prepared Foods Focus (CRAHAAAJ)

akta.pro secondary industry

Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE)

Keywords

• Retail grocery stores
• Supermarket chain
• Fresh produce market
• Bakery café
• Prepared meals

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Grocery Sales: Revenue generated from retail sales of groceries across 9 supermarket locations in Hamburg. Product categories include fresh produce, meat, bakery items, dairy, beverages, wine & spirits, and prepared foods. Additional revenue streams from on-site food service (Brotläden cafés, Küchenliebe meal service) and specialty offerings including World Class Beef premium meat program.
2. Food Service - Brotläden: Bakery-café operations at multiple locations (Lange Reihe, Hallerstraße, Osterstraße 120, Nagelsweg Hammerbrook) offering fresh bread, pastries, coffee, and daily hot lunch menus prepared on-site or delivered from Küchenliebe kitchen.
3. Küchenliebe Prepared Meals: Daily prepared lunch dishes, sandwiches, soups, salads, and desserts made in their own kitchen and sold for takeaway through the company's 9 markets.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Niemerszein operates a chain of nine EDEKA-affiliated supermarkets in Hamburg offering full grocery assortments including fresh produce, meat, cheese, fish and deli, bakery, wine and spirits, organic, vegan, gluten-free, and regional specialty products. The retail operation is supplemented by in-store Brotladen bakery-cafés serving fresh bread, coffee, and daily hot lunch menus, and by the Küchenliebe fresh prepared-meal service that produces daily lunch dishes, sandwiches, soups, salads, and desserts in the company's own kitchen at Mühlenkamp and distributes them to all nine markets.

Product overview

Niemerszein & Co. KG is a family-owned grocery retail chain operating nine EDEKA supermarkets in Hamburg, trading under the EDEKA Niemerszein Hamburg brand since the 1960s. The company's product portfolio centers on its core supermarket operations, supplemented by branded sub-products and services: the Brotladen in-store bakery chain (four locations), the Küchenliebe fresh prepared-food take-away service distributed across all markets, and the premium World Class Beef specialty meat selection. Private-label offerings include Elbblond beer and Vino wines, both developed exclusively for Niemerszein. The company positions itself on regionality, quality, freshness, and personal customer service across its markets.

Differentiator

Problem solved

Functional benefit

Brands

• Brotladen: In-store bakery concept offering freshly baked goods from regional bakeries, including locations in Langen Reihe, Hallerstraße, Osterstraße 120, and Nagelsweg.
• Küchenliebe
• Brotladen Mahlzeit
• Brotladen Mahlzeit St. Georg
• Alles Gute Küche

Products and services

• EDEKA Niemerszein Hamburg Supermarkets
• Brotladen (Bakery-Café)
• Küchenliebe (Prepared Meals)
• World Class Beef
• Elbblond (Private-Label Beer)
• Vino (Private-Label Wines)

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

Partnerships

14 partnerships are on record, tiered minor and core.

• EAT HAPPYminorStrategic or Co-development PartnerSushi preparation and sales in three Niemerszein markets (St. Georg, Hammerbrook, Winterhude). EAT HAPPY operates sushi bars at market entrances, preparing fresh sushi daily on-site. In other markets, pre-made sushi boxes are sold. Products are untreated fresh items without gas or preservatives, with one-day shelf life.
• RECUPminorStrategic or Co-development PartnerReusable cup deposit system. Customers pay 1.00 Euro deposit for RECUP cups, receive 0.20 Euro discount on coffee drinks, and can return cups nationwide at any partner location. One RECUP replaces approximately 1,000 single-use cups.
• REBOWLminorStrategic or Co-development PartnerReusable bowl deposit system for lunch meals. Available at Brotladen Hammerbrook only, allowing customers to transport lunch in REBOWL containers as part of sustainable dining initiative.
• Too Good To GominorStrategic or Co-development PartnerFood waste reduction partnership. Bags of unsold but still fresh products are sold at reduced prices in Brotläden and some markets. Evening pickup option provides affordable food while preventing waste.
• Becking KaffeeminorStrategic or Co-development PartnerHamburg-based specialty coffee roaster supplying all Becking-branded coffee served in Brotläden and markets. Local Hamburg roastery providing premium coffee products.
• KüchenliebecoreStrategic or Co-development PartnerPrivate-label prepared meal concept developed by Niemerszein. Daily fresh lunch dishes, sandwiches, soups, salads, and desserts prepared in dedicated kitchen. Available across all 9 markets. Features sustainable packaging (biodegradable kraft paper containers with recyclable plastic lids).
• Regional Bakery PartnersminorStrategic or Co-development PartnerMultiple regional bakeries supplying Brotläden: Pritsch (hamburger bakery classics), Wulksfelder Gutsbäckerei (organic, estate bakery), Holzofenbäcker Kiel (stone oven baking), Bagel Bakery (american-style bagels), Transmontana (Portuguese pastries).
• Hamburg Sea DevilsminorGTM or Marketing PartnerSponsorship of the Hamburg Sea Devils American football team. Company sponsors the team playing in the European League of Football (ELF). Sponsorship includes ticket giveaways and promotional activities.
• ETV Fußballschule (Eimsbütteler Turnverein)minorGTM or Marketing PartnerSponsorship of youth football training program. Company provides healthy snacks and refreshments during holiday soccer camps for children and teenagers in the Eimsbüttel neighborhood.
• Hamburger Hockey Club an der AlsterminorGTM or Marketing PartnerLong-term sponsor of the hockey team. Celebrated their 2018 indoor championship win and subsequent world championship achievement by team members.
• Eimsbütteler Turnverein (ETV)minorGTM or Marketing PartnerCollaboration on collectible sticker album featuring ETV soccer players. Stickers sold in Osterstraße and Hallerstraße markets. Proceeds support the sports club while engaging community.
• Private Label - ElbblondcoreStrategic or Co-development PartnerCompany-developed private label beer brand. Elbblond Helles lager (5.0% ABV) brewed in Bavaria for Niemerszein. Also available as Elbblond mit Limo (2.5% ABV shandy). Sold exclusively in Niemerszein markets.
• Private Label - Vino (Wine)coreStrategic or Co-development PartnerCompany-developed private label wines including Cuvée (Grauburgunder and Sauvignon Blanc) and Rosé Saigner. Developed by Niemerszein wine experts, bottled at Weingut Seebrich. Label features handwriting from company founder. Customizable labels with occasion stickers.
• EDEKA Handelsgesellschaft Nord mbHcoreChannel Partner/ Reseller/ DistributorParent EDEKA cooperative. Niemerszein operates as an EDEKA franchisee within the EDEKA Nord network. Provides purchasing power, brand association, marketing support, and operational standards.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Bio Company: Berlin-headquartered organic supermarket chain expanding in northern Germany; competes in the same organic/specialty niche that Niemerszein promotes through its bio and vegan-gluten-free ranges.
• Famila / Bünting Group: Northern German supermarket operator (part of Bünting) with stores in Bremen, Lower Saxony, and parts of Hamburg. Comparable as a regional supermarket chain with similar fresh, regional, and private-label positioning.
• Budnikowsky (BUDNI): Hamburg-headquartered drugstore chain with an expanding food and convenience assortment; a regional Hamburg peer competing for similar urban, premium-leaning shoppers in the same neighborhoods as Niemerszein.

Direct peers

• REWE Group: Germany's largest full-service supermarket competitor alongside EDEKA. Operates a national network of REWE and REWE City stores with comparable fresh, regional, and private-label programs; directly competes with Niemerszein in Hamburg neighborhoods.
• Tegut: German premium-leaning supermarket chain (now part of Migros/Harddiscount context) emphasizing regional sourcing, organic, and fresh prepared foods — comparable in positioning to Niemerszein's premium assortment and Küchenliebe-style prepared meals.
• Alnatura: German organic/specialty food retailer with strong bio, vegan, and gluten-free assortments. Comparable to Niemerszein's natural food range and 'Bio-Sortiment' / 'Vegan & Glutenfrei' categories.

Broad incumbents

• Aldi Nord: Discount incumbent operating extensively in northern Germany including Hamburg; competitive threat on price and convenience, complementing EDEKA's discount arm Netto.
• Netto Marken-Discount: EDEKA's own discount banner; relevant as a same-network competitive benchmark for Niemerszein's premium positioning and as an EDEKA-internal cannibalization risk in Hamburg.
• EDEKA Zentrale & Co. KG: Parent cooperative of the EDEKA Niemerszein franchise. Comparable as the anchor brand under which Niemerszein operates its 9 supermarkets; broader EDEKA portfolio is the umbrella competitor and supplier ecosystem.
• Lidl (Schwarz Group): Germany's largest hard discounter. Represents the value-end competitive pressure on Niemerszein's premium pricing model; relevant as the downtrade alternative for Hamburg shoppers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/niemerszein
• Instagraminstagram.com/und.was.machst.du.so/?hl=de
• TikToktiktok.com/@workingheroesniemerszein

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Niemerszein & Co.kg (gmbh & Co.)