Herzog-elmiger Ag

What Herzog-elmiger Ag does

Herzog-Elmiger AG is a privately held Swiss B2B wholesale distributor of wood-based construction and interior-finishing materials, headquartered at Rainacherstrasse 47, 6012 Obernau, Switzerland. The company serves the wood-processing trade — woodworking companies, carpenters, and craftsmen — through an account-gated e-commerce platform plus internal and field sales teams, and is explicitly not a consumer retail operation. Its catalog spans more than eleven product categories: parquet/laminate/vinyl flooring (including the VIVAPARKETT own brand), terrace decking, fire-protection panels, insulation, engineered wood panels (MDF/HDF/OSB/plywood), solid wood and construction timber, adhesives, doors, veneer and lumber, edge banding, and roof windows from partner brands VELUX and Roto.

The company monetizes through one-time wholesale unit sales priced per m²/kg/m¹ or per piece, excluding VAT, transport, and packaging; a 4.5% truck-delivery surcharge applies (capped at CHF 39–290 per delivery). Pricing is login-protected and subject to change without notice. Proprietary retail-facing brands — VIVAPARKETT, VIVADESIGN, and VIVACOLOR (with specialty finishes such as Master Oak and BE.VELVET) — are sold exclusively through Herzog-Elmiger's channels, providing differentiated SKUs on top of the multi-brand wholesale range. Products carry FSC and PEFC chain-of-custody certifications, EN 636 bonding-quality grades, fire-protection ratings (including EI30 doors, RF3), and Ecobau certification for sustainable building.

Operationally, Herzog-Elmiger runs its own truck fleet on defined Swiss tour routes, supplemented by DPD and postal carriers, and operates a tightly coupled ecosystem with sister entity SPA Sperrholz-Platten AG in Aarau — sharing the e-shop platform, general terms and conditions (AGB-HE/AGB-SPA), sales, and executive leadership. The company markets itself on the largest warehouse assortment (grösstes Lagersortiment) claim in its categories within Switzerland, distributes through a Handwerkersuche referral network, and maintains a partnership with the VSSM joinery/furniture trade association. No external investors, parent company, public listing, or institutional ownership have been disclosed.

Name

Herzog-elmiger Ag

Legal name

Herzog-Elmiger AG

Website

https://herzog-elmiger.ch

Company type

Private

Founded year

1905

Operating status

Operating

Short description

Herzog-Elmiger AG is a privately held Swiss B2B wholesale distributor of wood-based construction and interior-finishing materials — flooring, panels, insulation, doors, and decking — serving the wood-processing trade via an account-gated e-shop and direct sales teams across Switzerland.

Ownership category

akta.pro rank

Product category

Wood and Building Materials Wholesale Distribution

NAICS

Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (42331), Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (423310)

SIC

Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031), Wholesale-Lumber & Other Construction Materials (5030)

akta.pro primary industry

Plywood & Panel Products Distribution (Plywood, OSB, MDF, Particleboard) (IMAMAIAC)

akta.pro secondary industries

Engineered Wood Products Distribution (LVL, I-joists, Glulam, CLT) (IMAMAIAD), Softwood Lumber Distribution & Trading (IMAMAIAA), Veneer & Specialty Wood Products Trading (IMAMAIAL)

Keywords

• Wood materials wholesale
• Engineered wood panels
• Parquet flooring distribution
• B2B building materials
• Plywood distribution

Headquarters

HQ city

Lucerne

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale wood materials sales: Herzog-Elmiger AG sells a wide range of wood-based construction and interior materials (plywood, MDF/HDF, solid wood panels, flooring, insulation, doors, adhesives, edges) to B2B customers in the woodworking trade. Products are sold via an e-commerce platform and account-managed sales. Pricing is per unit (m2/kg/m1), without VAT, transport, or packaging included.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Herzog-Elmiger AG is a Swiss B2B wholesale distributor of wood-based construction and interior finishing materials serving the wood-processing trade. It sells parquet, laminate and vinyl flooring, terrace decking, fire protection panels, insulation, engineered wood panels, plywood, adhesives, solid wood panels, doors, veneers, lumber, roof windows, and edge banding through a registered-trade e-commerce portal and direct sales, including its own private-label brands VIVAPARKETT, VIVADESIGN, and VIVACOLOR.

Product overview

Herzog-Elmiger AG operates as a B2B e-commerce platform and wholesale supplier for the wood processing trade industry, not a private sale. The company offers an extensive portfolio of wood materials and construction products organized into multiple categories: (1) Flooring solutions including VIVAPARKETT branded parquet, vinyl, and laminate flooring with accessories; (2) Fire protection panels for construction and furniture; (3) Building insulation materials (glass wool, stone wool, wood fiber, polystyrene); (4) Engineered wood panels (wood-based panels, plywood, MDF/HDF, OSB, compact panels, decorative panels under VIVADESIGN and VIVACOLOR brands, carpenter boards); (5) Terrace decking in multiple wood species and composites; (6) Adhesives and sealants for wood processing; (7) Solid wood panels and construction timber; (8) Interior and exterior doors; (9) Veneers and lumber including specialty Pollmeier beech; (10) Roof windows from VELUX and Roto brands; and (11) Edge banding materials. The company provides a comprehensive warehouse inventory with rapid delivery capabilities and operates an e-shop for registered trade customers.

Differentiator

Problem solved

Functional benefit

Brands

• VIVAPARKETT: Proprietary parquet and flooring brand offering wood floor solutions including floor strips, veneer flooring, short-strip, country planks, and ship flooring.
• VIVADESIGN
• VIVACOLOR

Products and services

• VIVAPARKETT Private-label parquet and engineered wood flooring brand sold exclusively by Herzog-Elmiger AG, including floor strips (Bodenriemen), veneer flooring (Furnierboden), short-strip (Kurzstab), country plank (Landhausdiele), and ship floor (Schiffsboden) styles. Targeted at B2B customers in the wood-processing trade.
• VIVADESIGN Private-label interior design wood products brand offered by Herzog-Elmiger AG, covering decorative panels, wall and ceiling solutions, and custom wood panels for B2B interior finishing projects.
• VIVACOLOR House collection brand for decorative panels and surface materials offered by Herzog-Elmiger AG, including laminate panels (Schichtstoffplatten), decorative panels (Dekorative Platten) with fantasy/material, high-gloss/matte, wood, solid color, white finishes, and Master Oak specialty surfaces, plus matching edge banding.
• Parkett (Parquet Flooring) Engineered and solid wood parquet flooring product line including floor strips, veneer flooring, short-strip planks, country planks, and ship floor patterns, sold to B2B customers in the wood-processing trade.
• Vinyl (Luxury Vinyl Tile) Vinyl flooring products for residential and commercial interior finishing applications, sold to B2B customers in the wood-processing trade.
• Laminat (Laminate Flooring) Laminate flooring products available in country plank and ship floor styles, sold to B2B customers in the wood-processing trade.
• Terrassen (Terrace Decking) Terrace decking materials including Accoya, Douglas fir, domestic larch, Megawood, Silvadec, Abodo, Sipo, thermally modified ash (Thermoesche), and substructure components, sold to B2B customers in the wood-processing trade.
• Brandschutzplatten (Fire Protection Panels) Fire-resistant construction materials including gypsum fiber plates for construction and furniture making, plasterboard, fire-retardant wood materials, cement-bonded plates, and special panels, sold to B2B customers in the wood-processing trade.
• Dämmstoffe (Insulation Materials) Building insulation products including vapor barriers, moisture barriers, tapes, insulation plugs, blown-in insulation, glass wool, wood fiber insulation for roof/wall and interior/floors, soundproofing foils, stone wool, and polystyrene, sold to B2B customers in the wood-processing trade.
• Holzwerkstoffe (Wood-Based Panels) Engineered wood panels including design plates, forming elements (worktops), compact plates for indoor/outdoor use, lightweight construction boards, strip goods, MDF/HDF/CDF/XDF panels, OSB/MFP boards, PFB, laminate panels, decorative panels, veneered particle boards, raw particle boards, plywood sheets in various wood species (birch, beech, oak, spruce, poplar), carpenter boards, installation boards, and wall/ceiling acoustic solutions, sold to B2B customers.
• Sperrholz (Plywood) Plywood products in multiple grades including raw and fine-veneered (edelfurniert) variants. Fine-veneered plywood offered in European maple, birch, beech, European oak, ash, and spruce with various grades (AB/BB, A+/B). Raw plywood includes aircraft plywood, premium, and standard grades in birch with FSC and PEFC certifications, sold to B2B customers.
• Kleben & Dichten (Adhesives & Sealants) Woodworking adhesives including veneer adhesives, contact adhesives, assembly adhesives, polyurethane adhesives, hot-melt adhesives, white glue (dispersion adhesives), and cleaning/release agents, sold to B2B customers in the wood-processing trade.
• Massivholzplatten / Bauholz (Solid Wood Panels / Construction Timber) Solid wood panels including single-layer panels in beech, oak, spruce, larch, and walnut; three-layer softwood panels in spruce, larch, and white fir; three-layer hardwood panels in beech and oak; old wood/antique wood; construction timber including glulam (BSH) spruce, Duo beams, battens, and sound-damping studs, sold to B2B customers.
• Türen (Doors) Door products including exterior doors, interior doors with fire protection EI30, ready-made doors (door leaf, door frame, door casing), hollow-core chipboard doors, solid-core doors, door frame profiles, and accessories, sold to B2B customers in the wood-processing trade.
• Furnier & Schnittholz (Veneer & Lumber) Veneer and lumber products including real wood veneers, veneer top layers, Alpi veneers, technical veneers, lumber, Pollmeier beech, paulownia lumber, and solid wood beams, sold to B2B customers in the wood-processing trade.
• Dachfenster (Roof Windows) Roof window products from VELUX and Roto brands, including exterior solar shading systems, sold to B2B customers in the wood-processing trade.
• Kanten (Edge Banding) Edge banding materials including thick edges (Dickkanten) in fantasy, HERKA, high-gloss/matt, wood, solid colors, white, and Master Oak finishes; veneer edges; and Idevo edge search tool, sold to B2B customers in the wood-processing trade.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• SPA Sperrholz-Platten AGcoreStrategic or Co-development PartnerSPA Sperrholz-Platten AG is a closely related entity under the same ownership/management, sharing the AGB (general terms and conditions), the E-Shop platform, and the same executive leadership. Both companies share logistics, sales, and operational infrastructure. SPA specializes in plywood panels and shares the same business ecosystem.
• VIVAPARKETTcoreOthersVIVAPARKETT is the company's own private-label brand for parquet and engineered wood flooring, sold exclusively through Herzog-Elmiger AG.
• VIVADESIGNcoreOthersVIVADESIGN is the company's own private-label brand for decorative wood materials and panels, sold exclusively through Herzog-Elmiger AG.
• VIVACOLORcoreOthersVIVACOLOR is the company's own private-label brand for decorative panels and color collections, including high-gloss, matte, wood, fantasy, and solid color options. Offered through the VIVACOLOR collection.
• VSSM (Verband Schweizerischer Schreinermeister und Möbelfabrikanten)minorGTM or Marketing PartnerVSSM is the Swiss association of joinery and furniture manufacturers. Herzog-Elmiger AG is a partner/supporter, featuring VSSM events and promotions on its website.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Swiss Krono Group: Swiss-headquartered manufacturer of wood-based panels (MDF, OSB, laminate flooring) sold through B2B distribution networks. Direct overlap on panel categories carried by HE-A, including laminate panels and engineered wood sheets across the DACH region.
• SPA Sperrholz-Platten AG: Sister operating entity sharing AGB, e-shop platform, and executive leadership with HE-A; specializes in plywood panel distribution to the same Swiss wood-processing trade. Effectively a related-but-same-business peer that demonstrates the integrated operating model.

Others

• REISSER Schraubentechnik GmbH: German B2B fasteners and tools distributor serving carpentry and joinery trades. Thematically adjacent to HE-A in serving the same wood-processing trade customer base with consumables and accessories, complementing rather than competing on primary structural panels.

Broad incumbents

• Kronospan: One of the world's largest wood-based panel manufacturers with broad product lines across MDF, particleboard, OSB, and laminates. A direct upstream competitor for the engineered wood panels that form HE-A's core catalog, also serving B2B wood-processing customers across Europe.
• Fritz Egger GmbH & Co. OG: Austrian-based global wood-based materials manufacturer (particleboard, MDF, OSB, flooring) with its own distribution and retail brands. Competes with HE-A at the wholesale layer through direct sales to large Swiss processors and by stocking differentiated product at trade customers.
• Jumbo (Jumbo-Markt AG): Leading Swiss DIY/building materials retailer that overlaps with HE-A on flooring, panels, doors, and insulation categories but targets consumers and small trades rather than registered B2B trade accounts. Useful benchmark for Swiss home improvement distribution scale.
• HORNBACH Baumarkt (Schweiz) AG: European DIY and building materials chain with Swiss stores competing on panels, flooring, insulation, and tools. Operates a hybrid pro-trade plus consumer model that overlaps with HE-A on selected B2B-adjacent categories.
• Saint-Gobain Distribution Schweiz AG: Swiss arm of Saint-Gobain's building materials distribution business, covering insulation, drywall, and related categories that overlap with HE-A's fire protection and insulation lines. Larger but broader portfolio; competes at the trader/craftsman customer.

Regional players

• Bauking AG: German building materials distribution network serving tradespeople with lumber, panels, insulation, and related categories. Comparable B2B-trades focus and wholesaler/distributor operating model, though without Swiss footprint.
• Holz-Hänseler / regional Swiss wood trader: Representative regional Swiss wood/panel trader serving the same carpentry and joinery trade on a smaller scale than HE-A. Useful peer for regional share and pricing benchmarks within German-speaking Switzerland.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/herzog-elmiger-ag

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Herzog-elmiger Ag