wogg

What wogg does

WOGG AG is a privately held Swiss furniture manufacturer founded in 1983 and headquartered in Zumikon, Switzerland. The company designs, engineers, and produces modular furniture systems and individual pieces across material-based collections (Aluminium, HPL/Fenix, Polypropylene, Wood/Veneer, Fabric/Leather), collaborating with internationally renowned designers including Shigeru Uchida, Gabriele & Oscar Buratti, Jörg Boner, and Christophe Marchand. Its core proprietary asset is the patented WOGG N° 888 Rollfront System (European Patent EP3910151 B1, granted 2024), the first sliding door mechanism to enable concave and convex radii, built from 379 precision components per meter and protected by CHF 1.5 million of R&D investment. Historical proprietary processes include postforming (1983), aluminum bending (1996), composite panel technology (2001), textile welding (2007), and notched aluminum composite panels (2009).

WOGG generates revenue through three streams: direct product sales via the WOGG Online Shop and dealers, made-to-order furniture priced "on request" with VAT and shipping quoted separately, and the Original WOGG Rollfront licensing program, which extends the patented N° 888 technology to kitchen, bathroom, marine, healthcare, hospitality, retail, and workspace applications through named licensees such as OREA AG, Baumann AG Berneck, and morath. The go-to-market combines a tiered Fachhandelspartner network (Exclusive, Premium, Classic, Outside/Licensee) with international design-event presence (Milan Design Week, NYC Design Festival, Design District Vienna) and country-specific agents in Germany and Austria. End customers span residential homeowners (primary), corporate offices, hospitality projects, healthcare facilities, marine/yacht builders, retail shopfitters, and partner manufacturers/licensees.

The company is led by CEO & Owner Daniel T. Maurer (also the holder of the Dipl. Oek. MBA designation) and CSO Diego Leuenberger, with no disclosed external investors, parent entity, or subsidiaries. Operating geographies cover Switzerland, Germany, Austria, and broader Europe with claimed global shipping. No revenue, headcount, or funding data are publicly disclosed.

Name

wogg

Legal name

WOGG AG

Website

https://wogg.ch

Company type

Private

Founded year

1983

Operating status

Operating

Short description

WOGG AG is a privately held Swiss furniture manufacturer founded in 1983 that designs and produces modular design furniture and modular systems featuring the patented WOGG N° 888 Rollfront sliding door technology, serving residential, commercial, hospitality, marine, and healthcare customers through a tiered dealer network and a Rollfront technology licensing program.

Ownership category

akta.pro rank

Product category

Designer Furniture

NAICS

Household and Institutional Furniture Manufacturing (33712), Office Furniture (including Fixtures) Manufacturing (33721)

SIC

Household Furniture (2510), Office Furniture (2520)

akta.pro primary industry

Industrial/Product & Furniture Design (BPAHAKAM)

Keywords

• Swiss furniture manufacturing
• Modular furniture systems
• Patented rollfront technology
• Designer sideboards cabinets
• Aluminum composite furniture

Headquarters

HQ city

Zumikon

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture Product Sales: Sale of design furniture including sideboards, cabinets, tables, shelves, seating, and bathroom furniture. One-time purchase model with products made to order.
2. Original WOGG Rollfront License Program: Licensing of patented Rollfront technology (Patent EP3910151 B1) to selected partners including kitchen/bathroom manufacturers, carpenters, interior designers, and industry partners. Partners pay for technology access and use WOGG's technology platform.
3. Online Shop Sales: Direct-to-consumer sales through the WOGG online shop for selected products with international shipping.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

WOGG designs, manufactures and sells Swiss-made modular designer furniture and storage systems organized by material collections (Aluminium, HPL/Fenix, Polypropylen, Wood/Veneer, and Fabric/Leather). The company produces sideboards, cabinets, tables, shelves, seating and bathroom furniture featuring its proprietary patented Rollfront sliding door technology. WOGG also licenses its Rollfront technology to manufacturing partners across multiple industries and sells directly through its online shop and dealer network.

Product overview

WOGG is a Swiss furniture manufacturer founded in 1983, offering a comprehensive portfolio of design furniture and modular systems developed in collaboration with international designers. The product portfolio is organized by material technology lines: WOGG N° 1001 (Aluminium), N° 2002 (HPL and Fenix), N° 3003 (Polypropylene), N° 4004 (Wood and Veneer), and N° 6006 (Fabric and Leather). The company's core proprietary technology is the patented WOGG N° 888 Rollfront System (Patent EP3910151 B1), enabling concave and convex curved sliding fronts for furniture, kitchens, bathrooms, and architectural applications. This technology is also available to licensed partners through the Original WOGG Rollfront program. WOGG also offers proprietary manufacturing innovations including Postforming (1983), Aluminum Bending (1996), Composite Panels (2001), Textile Welding (2007), Notched Aluminum Composite Panels (2009), and FENIX integration (2024). The company operates an online configurator tool for product customization.

Differentiator

Problem solved

Functional benefit

Products and services

• WOGG N° 888 Rollfront System The patented Rollfront technology (Patent Nr. EP3910151 B1) enabling concave and convex radii for the first time, featuring 379 precision-made components per meter with a sliding mechanism using plastic elements with soft rubber tires clipped into aluminum slats. Sold as a premium furniture system to dealers and licensees.
• WOGG N° 1001 Aluminium Collection Aluminum furniture collection using WOGG's precision aluminum profile bending technology for container furniture with rounded floor plans, sold through dealers and online.
• WOGG N° 2002 HPL and FENIX Collection High-pressure laminate and FENIX material collection offering supermatt, fingerprint-resistant, and thermally repairable surface options for designer furniture.
• WOGG N° 3003 Polypropylen Collection
• WOGG N° 4004 Wood and Veneer Collection
• WOGG N° 6006 Fabric and Leather Collection Fabric and leather upholstery collection including the textile welding innovation for upholstered furniture.
• Original WOGG Rollfront Licensing Program Licensing program for the patented Rollfront technology (N° 888), making the technology available to selected partners in kitchen, bathroom, carpentry, hospitality, retail, workspace, marine, healthcare, and transport industries. Includes applications N° 801-908 across various market segments.
• WOGG N° 117-120 Furniture Collection New generation of WOGG classics further developed with WOGG Aluminium-Rollfront technology, designed by Daniel T. Maurer.
• WOGG Konfigurator (Online Product Configurator)

Quantifiable outcome

• Development investment of CHF 1.5 million for Rollfront technology
• +1 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• OREA AGcoreOEM/ Whitelabel/ Licensing Partner · 1 April 2022Kitchen manufacturer and Original WOGG Rollfront License Partner. Presented latest kitchen innovation together with WOGG at events. Located in Rothenburg, Switzerland.
• Baumann AG BerneckcoreOEM/ Whitelabel/ Licensing PartnerKitchen and bathroom furniture manufacturer - Original WOGG Rollfront License Partner and Classic WOGG Partner. Presented at RHEMA Rheintalmesse.
• Teo JakobcoreChannel Partner/ Reseller/ DistributorExclusive WOGG Partner in Geneva. Hosted CEO presentations and Swiss Design Day events featuring WOGG products.
• Studio StählincoreChannel Partner/ Reseller/ DistributorExclusive WOGG Partner presenting at Blickfang Designmesse Zürich 2025.
• mehr concepts agcoreChannel Partner/ Reseller/ DistributorPremium WOGG Partner presenting WOGG products at Choma 25 and other events.
• Buchwalder-Linder AGminorChannel Partner/ Reseller/ DistributorWOGG dealer in Lucerne showcasing novelties and classic products.
• morathminorOEM/ Whitelabel/ Licensing PartnerPremium kitchen manufacturer presented at Open Days showcasing combination of high-quality Morath covers with WOGG Rollfront systems.
• Handelsagentur HolzingerminorChannel Partner/ Reseller/ DistributorOfficial WOGG Agents for Austria hosting events at Traunsee showroom.
• vifianminorStrategic or Co-development PartnerPresenting together at neue räume 26 design event in Zurich.
• LORENZ WACHAUminorChannel Partner/ Reseller/ DistributorPresented WOGG at Design District Vienna 2024 at Hofburg.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• USM: Swiss modular furniture manufacturer founded in 1885, best known for the USM Haller system of modular steel-and-ball furniture. Directly comparable to Wogg on Swiss design heritage, modular systems, premium positioning, and global dealer distribution.
• Thonet: German/Austrian furniture manufacturer (founded 1819) with bentwood heritage and contemporary design collaborations. Comparable to Wogg in European premium positioning, designer collaborations, and contract/hospitality channels.
• Müller Möbel: German premium furniture manufacturer specializing in modular and system furniture for residential and contract use. Comparable to Wogg in modular systems, premium positioning, and DACH-centric distribution.
• Team 7: Austrian premium solid-wood furniture manufacturer focused on sustainable, natural-material design. Comparable to Wogg in DACH premium positioning, material-driven design language, and family/owner-led heritage.
• Nils Holger Moormann: German design furniture maker known for functional, modular, often flat-pack products with a strong designer-collaboration model. Comparable to Wogg on boutique scale, designer-driven products, and a focus on innovative storage/sliding systems.
• Walter Knoll: German premium furniture manufacturer (founded 1865) serving residential and contract segments with designer collaborations. Comparable to Wogg on premium positioning, contract/hospitality channels, and long heritage with modern design language.
• COR: German premium upholstered and case-good furniture maker with a strong contract and residential portfolio. Comparable to Wogg on premium seating/cabinetry mix, designer collaborations, and European contract market presence.
• Bretz: German premium furniture brand with bold upholstered and case-good collections. Comparable to Wogg on European premium positioning, family/owner heritage, and residential plus contract presence.

Broad incumbents

• Vitra: Swiss design furniture major with extensive designer collaborations (Eames, Panton, Bouroullec) and broad residential/office portfolio. Comparable to Wogg on Swiss design heritage and designer-driven product strategy, but much larger scale and broader scope.

Emerging players

• Piure: German manufacturer of modular, customizable furniture systems targeted at design-conscious residential and office buyers. Comparable to Wogg on modular/configurable system approach and premium positioning, though smaller and more office-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@woggfurnitureltd.226
• Facebookfacebook.com/WOGG.Design
• Instagraminstagram.com/wogg_design
• Pinterestch.pinterest.com/woggag
• LinkedInlinkedin.com/company/wogg.-furniture

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 wogg