What Georg Haag Ag does

Georg Haag AG is a privately held Swiss manufacturer founded in 1962 and headquartered in Beromünster, operating as the Swiss member of the durlum-Gruppe. The company designs and produces metal ceiling systems (HAAG 1-6 families for rectangular and square panels, with hook-on, clip-in, and bandraster installation methods), certified fire protection ceilings (dur-F30/EI30 and dur-EI60 EASY-CLICK systems with tool-free demountability), and modular retail fixtures including the HAAG DURAFAST and HAAG 1000 shelving systems, integrated LED lighting, and Electronic Shelf Labels (ESL). It serves architects, building owners, and commercial construction projects on the architectural side, and retail chains, specialty stores, gas stations, bakeries, and restaurants on the shopfitting side, with over 1,000 completed projects cited.

The business operates a B2B, sales-led go-to-market organized around regionally dedicated sales managers covering Deutschschweiz, Nordwestschweiz/Ticino, and Westschweiz, supported by a central manufacturing and warehouse facility in Beromünster and a sales/marketing office in Geroldswil. Revenue is generated through project-specific quotations on ceiling and lighting systems, full-service retail store construction contracts (from concept through installation), and immediate-pickup stock panels from the Beromünster warehouse; pricing is not publicly disclosed and standard payment terms are 30 days.

The company's competitive positioning rests on Swiss-made production, regulatory certifications (VKF fire approvals, EPDs under ISO 14025/EN 15804 via TAIM membership), over six decades of specification history with Swiss architects, and an integrated one-stop value proposition that combines ceiling, lighting, shelving, fire protection, and digital pricing into a single project delivery. Adrian Stieger serves as Managing Director, with Markus Stocker heading Swiss regional sales and dedicated area managers for each major Swiss language region.

Name

Georg Haag Ag

Legal name

Georg Haag AG

Website

https://georghaag.com

Company type

Private

Founded year

1962

Operating status

Operating

Short description

Georg Haag AG, founded in 1962 in Beromünster, Switzerland, designs and manufactures metal ceiling systems, certified fire protection ceilings, and modular retail shelving for architects, building owners, and retail chains across Switzerland as the Swiss member of the durlum-Gruppe.

Ownership category

akta.pro rank

Product category

Architectural Metal Ceilings and Retail Fixtures

NAICS

Showcase, Partition, Shelving, and Locker Manufacturing (337215), Sheet Metal Work Manufacturing (332322)

SIC

Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540), Fabricated Structural Metal Products (3440)

akta.pro primary industry

Drywall, Partitions & Suspended Ceilings (IMAFANAG)

Keywords

• Metal ceiling systems
• Fire protection ceilings
• Retail shelving systems
• Shop fitting solutions
• Store construction services

Headquarters

HQ city

Beromünster

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Metal Ceiling Systems Sales: Sale of proprietary metal ceiling systems including rectangular and square panel systems (HAAG 1-6), fire protection ceilings, and related accessories. Both standard products and custom project-specific solutions.
2. Retail Fixtures and Store Construction: Complete retail store construction services including shelving systems (HAAG DURAFAST, HAAG 1000), lighting, digital price tags, and full-service project management from concept to installation.
3. Stock Products (Lagerware): Immediate availability of standard metal ceiling products from central warehouse in Beromünster for quick delivery and pickup.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Georg Haag AG designs, manufactures, and installs proprietary metal ceiling systems (HAAG 1-6 series, rectangular and square panels) and Swiss-made retail shelving solutions (HAAG DURAFAST, HAAG 1000) for commercial buildings and retail environments. The company also produces certified fire protection ceilings (dur-F30/EI30 S300 EASY-CLICK and dur-EI60 EASY-CLICK) and delivers complete store fit-out project management services across Switzerland.

Product overview

Georg Haag AG is a member of the durlum Group, offering metal ceiling systems and store fixture solutions. The product portfolio includes six rectangular panel ceiling systems (HAAG 1-6) and three square panel systems (HAAG 1 QP, 2 QP, 3 Q-Clip), each featuring different attachment methods (hook, double hook, clip, bandraster) for various architectural requirements. Fire protection ceilings (dur-EI60 and dur-F30/EI30 S300 EASY-CLICK) provide certified fire resistance ratings. Store fixture offerings comprise the Swiss-made HAAG DURAFAST and versatile HAAG 1000 shelving systems, complemented by LED store lighting and Electronic Shelf Labels (ESL) for retail environments. Stock panels are available for immediate delivery from the central warehouse.

Differentiator

Problem solved

Functional benefit

Brands

• HAAG DURAFAST: A store shelving system made in Switzerland, featuring a modular metal construction that allows stores to be set up up to 80% faster.
• HAAG 1000
• HAAG 1
• HAAG 2
• HAAG 3
• HAAG 4
• HAAG 5
• HAAG 6
• dur-F30/EI30 S300 EASY-CLICK
• dur-EI60 EASY-CLICK

Products and services

• HAAG Metal Ceiling Systems (HAAG 1-6) A family of modular metal ceiling systems (HAAG 1 hook, HAAG 2 double hook, HAAG 3 clip, HAAG 4-6 linear and node bandraster) for rectangular and square panels, with concealed or visible substructures, designed for architects and building owners specifying commercial and architectural projects.
• dur-F30/EI30 S300 EASY-CLICK Fire Protection Ceiling

Quantifiable outcome

• Up to 80% faster store setup with HAAG DURAFAST modular shelving system
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• durlum AGcoreStrategic or Co-development PartnerGeorg Haag AG is a member of the durlum-Gruppe. Project-specific ceiling and lighting solutions are developed in close cooperation with Swiss durlum AG. The durlum Gruppe is internationally known for metal ceilings, wall claddings, lighting, and daylight systems. The partnership provides access to global product portfolio and international project references while maintaining Swiss-based service and expertise.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Knauf AMF: German manufacturer of acoustic and metal ceiling systems with a broad European footprint. Directly comparable to Georg Haag AG in metal ceilings and ceiling-based interior systems serving commercial construction.
• Tegometall: German manufacturer of metal shelving and shopfitting systems for retail. Directly comparable to Georg Haag AG's HAAG DURAFAST and HAAG 1000 retail shelving product lines serving similar retail customers across the DACH region.
• Wanzl: German-based global provider of retail shopfitting, shelving, and store equipment solutions. Comparable to Georg Haag AG's retail fixture business serving grocery, specialty retail, and convenience store chains.
• durlum AG: Swiss sister company within the durlum-Gruppe that develops and supplies metal ceiling, wall cladding, lighting, and daylight systems. It is the closest direct peer — sharing product DNA, Swiss market presence, and joint project execution with Georg Haag AG.

Broad incumbents

• USG Corporation: US-based global manufacturer of ceiling, wall, and flooring systems. Competes broadly with Georg Haag AG in architectural ceilings, with overlap particularly in commercial-grade metal ceiling panels.
• Armstrong World Industries: US-based global leader in mineral fiber and metal ceiling systems. A large incumbent whose portfolio overlaps with Georg Haag AG's metal ceiling systems and acoustic solutions across commercial construction.
• Saint-Gobain Ecophon: Swedish-headquartered acoustic ceiling systems manufacturer within Saint-Gobain. Competes with Georg Haag AG in architectural and acoustic ceiling solutions for offices, healthcare, and education.
• Lindner Group: German interior fit-out contractor offering ceiling systems, partitions, and complete interior solutions. Comparable to Georg Haag AG as a broader interior construction specialist competing for commercial building projects.
• Rockfon (ROCKWOOL Group): Global acoustic ceiling manufacturer owned by ROCKWOOL, offering stone-wool ceiling panels and metal ceiling suspension systems. Competes with Georg Haag AG's perforated acoustic metal ceilings in commercial projects across Europe.

Emerging players

• Odenwald Faserplattenwerk: German manufacturer specializing in specialty ceiling and wall solutions for commercial and acoustic applications. A smaller European peer with overlapping architectural ceiling product focus.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/georghaagag
• LinkedInlinkedin.com/company/georg-haag-ag

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Georg Haag Ag