Bäckerei Schmitt & Axel Schmitt Brotsommelier

Name

Bäckerei Schmitt & Axel Schmitt Brotsommelier

Legal name

Bäckerei Schmitt GmbH

Website

https://baeckerei-schmitt.de

Company type

Private

Founded year

1920

Operating status

Operating

Ownership category

akta.pro rank

Product category

Artisanal Bakery

NAICS

Bread and Bakery Product Manufacturing (31181), Retail Bakeries (311811), Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Artisan & Specialty Bakeries (Sourdough, Heritage Grains) (THAFAFAD)

akta.pro secondary industries

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Artisanal & Craft Bakeries (CRAHAGAA), Baking & Pastry Arts (EDAOAKAB)

Keywords

• Artisan bakery products
• Handcrafted bread
• Specialty pastries
• Baking courses
• Cookbook publishing

Headquarters

HQ city

Frankenwinheim

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Bakery Sales: Sale of freshly baked goods across 6 physical locations (main bakery store in Frankenwinheim, StadtCafé Gerolzhofen, and 4 retail branches in Kolitzheim, Sommerach, Sulzheim, and Nordheim am Main). Revenue generated from daily walk-in customers purchasing bread, pastries, cakes, and seasonal products.
2. E-commerce Online Shop: Direct-to-consumer online shop selling bread products (shipped fresh), baking books, baking accessories, Axels Müsli, spices, beer, textiles, and accessories to customers in Germany and Austria. Includes signed book editions and personalization options.
3. Baking Courses and Events: In-person baking courses at the show bakery in Frankenwinheim (Basic-Backkurs at €220) and online courses via Meet Your Master platform (€129 standalone, €149 with gift box). Gift vouchers also sold. Revenue from course fees and related merchandise.
4. Keynote Speaking and Public Appearances: Axel Schmitt generates revenue through keynote speaking engagements, TV appearances, and media activities that promote the brand while generating direct appearance/consulting fees.
5. Book Royalties and Publishing: Revenue from sales of Axel's published books including 'Das einfachste Brot der Welt' (€28), 'Einfach geil backen' (€29), and 'Schlank mit Brot' (€26), published by Gräfe und Unzer Verlag.
6. StadtCafé Gerolzhofen: The StadtCafé at Marktplatz 8 in Gerolzhofen operates as a café with extended Sunday opening hours (0700–1700), serving bakery products in a café setting.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Bäckerei Schmitt produces and sells handcrafted artisan breads, pastries, cakes, and seasonal baked goods through 6 retail locations in Bavaria and a nationwide e-commerce shop. The portfolio also includes three published baking cookbooks, branded baking accessories, and paid in-person and online baking courses led by Bäckermeister and Brotsommelier Axel Schmitt, the company's public face and World Baker of the Year 2022.

Product overview

Bäckerei Schmitt & Axel Schmitt Brotsommelier operates a traditional Franconian bakery with a multi-channel product portfolio centered on artisanal bread and baked goods, complemented by publishing (three baking cookbooks), branded accessories, and educational offerings. The core offering is handcrafted bread from their 100+ year old family bakery in Frankenwinheim, sold through 5 physical retail locations and an e-commerce platform (shop.baeckerei-schmitt.de). The business extends through Axel Schmitt's personal brand as Brotsommelier and World Baker of the Year 2022, which drives cookbook sales, online/in-person baking courses, and licensed merchandise including muesli, spices, and baking tools. The online shop serves as the direct-to-consumer e-commerce hub for breads, books, accessories, and course bookings.

Differentiator

Problem solved

Functional benefit

Products and services

• Landbrot (Franconian country bread) Traditional Franconian country bread made with 80% rye and multi-year-old kettle sourdough, sold by weight (from €4) and available baked or half-baked through the online shop and retail locations.
• Eva-Brot Flourless and yeast-free protein bread made with spelt malt flakes, sunflower seeds, pumpkin seeds, and flaxseed; designed for allergy sufferers; priced at €4.50 per 500g.
• World Baker Brot Spelt bread developed for the World Baker Gala in Iceland, containing 90% spelt flour and fava beans; the signature recipe is now baked in 56 countries across 5 continents; €7.50 per 750g.
• Naturschutzbrot Organic BIO bread made with unfertilized regional wheat to protect groundwater, linden blossom sourdough, and 10% spelt wholemeal; over 30 hours of ripening time.
• Dinkelvollkornbrot 100% spelt wholemeal bread with mild sourdough acidity, available baked or half-baked; €4.50.
• Schoko-Stollen Award-winning chocolate Stollen without candied citrus peel, orange peel, or sultanas; made to order; €13.90 per 400g.
• Cranberry-Stollen Award-winning cranberry Stollen made without candied citrus peel, orange peel, or sultanas; made to order.
• Meister-Stollen Classic Christstollen made with 100% butter and traditional powdered sugar coating; multiple Gold award winner; available in 500g, 750g, and 1000g sizes from €14.90.
• Axels Müsli (Bäckermüsli) Bakery-branded breakfast cereal in three varieties (Berry Metal, Heavy Power, Schoko Thunder), made from 100% natural ingredients without industrial sugar.
• Axels Brotgewürze Set of three artisan bread spice mixes (Fränkisches Brotgewürz, Tiroler Brotgewürz, Brot-Booster) at 60g each, produced by Altes Gewürzamt; €44.90.
• Backbuch 'Das einfachste Brot der Welt' First baking cookbook by Axel Schmitt, published 2021 by Gräfe und Unzer Autorenverlag, 192 pages, Spiegel bestseller; €28.
• Backbuch 'Schlank mit Brot' Second baking cookbook by Axel Schmitt, focused on weight loss through bread consumption using a High Carb approach; €26.
• Backbuch 'Einfach geil backen' Third baking cookbook by Axel Schmitt, published 2024 by Gräfe und Unzer Verlag (ISBN 978-3-8338-9925-6), 168 pages; features international recipes from Naan to Finnish rye bread; available signed or unsigned; €29.
• Axel Schmitt Online-Backkurs (Meet Your Master) Online baking course delivered through the Meet Your Master platform, featuring 20+ recipes, sourdough techniques, and equipment guidance; €129 standalone.
• Geschenkbox Online-Backkurs (Meet Your Master) Gift box bundle of the Meet Your Master online baking course, including course voucher and printed Masterbook with recipes; €149.
• Axel Schmitt Basic-Backkurs (in-person at show bakery) In-person Basic-Backkurs held at Axel Schmitt's show bakery in Frankenwinheim; €220 per person, including live instruction from the World Baker of the Year.
• Bäckerei Schmitt Online-Shop (shop.baeckerei-schmitt.de) Direct-to-consumer e-commerce storefront (shop.baeckerei-schmitt.de) selling breads, books, accessories, courses, and merchandise, with nationwide shipping to Germany and Austria via Deutsche Post/DHL.
• StadtCafé Gerolzhofen Café at Marktplatz 8, Gerolzhofen, operated by Bäckerei Schmitt with extended Sunday and holiday hours (07:00–17:00), serving the bakery's products in a café setting.
• Axel Schmitt Brotmesser Professional bread knives made in Germany by Friedr. Dick GmbH & Co. KG, available in Bäckermeister-Messer (26cm) and Brotsommelier-Messer (32cm) variants; from €99.
• Multifunktionale 3-in-1 Brottasche Multi-functional 3-in-1 bread bag for shopping, storage, and serving, with cotton outer and breathable polypropylene inner layers, washable at 40°C, EU produced; €14.90.
• Axel Schmitt Brotzeitbrettchen Wooden serving and cutting board for bread and Franconian snacks; €7.50.
• Pizzateig-Dose Stacking, freezer- and dishwasher-safe dough storage container by emsa, BPA-free, available in 3-pack or 6-pack sets.
• Axel Schmitt T-Shirt Branded Axel Schmitt T-shirt with large front print, available in sizes XS–XXL; €20.
• Axel Schmitt Koch- (und Back-) Löffel 30cm beech wood cooking/baking spoon with food-safe wax coating and laser-engraved Axel Schmitt logo; €4.90.

Quantifiable outcome

• Axel Schmitt named World Baker of the Year 2022 by UIBC
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

One partnership is on record.

• Wacken Open Air FestivalcoreStrategic or Co-development PartnerAxel Schmitt serves as the official baker of the Wacken Open Air heavy metal festival, one of the world's largest heavy metal festivals. He bakes bread for festival guests including famous musicians such as The BossHoss. This partnership is a key element of his celebrity baker brand and unique market positioning at the intersection of baking and music culture.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hofpfisterei: Munich-based artisan sourdough bakery chain with multiple retail locations in Bavaria, specializing in natural sourdough breads with traditional methods. Directly comparable as a regional German premium bakery competing on craft, regional sourcing, and quality heritage positioning.
• Beumer & Lutum: Berlin-based artisan bakery known for handcrafted breads, baking courses, and a strong chef-founder brand. Comparable to Bäckerei Schmitt in combining retail bakery operations with educational offerings and a celebrity founder persona driving brand differentiation.
• Backhaus Ecker: Regional Bavarian bakery chain with multiple locations across Lower Franconia and beyond. Direct peer as a multi-store regional artisan bakery competing in the same Franconia geography with similar traditional product offerings.
• Julius Brantner: German artisan bakery with multiple locations in Baden-Württemberg focused on traditional baking methods and regional products. Comparable as a multi-store German artisan bakery emphasizing craftsmanship and regional positioning.

Broad incumbents

• Harry Brot: One of Germany's largest industrial bakery producers with nationwide distribution. Comparable as a broad incumbent operating in the same German bakery category but at industrial scale with mass-market distribution rather than artisan positioning.
• Lieken Brot- und Backwaren (Aryzta): Major industrial German bakery brand (now part of Aryzta) producing mass-market bread at scale for supermarket private label and branded channels. Comparable as a broad incumbent in the German bakery market, demonstrating the opposite end of the artisanal-to-industrial spectrum.

Regional players

• Müller's Bäckerei: Large regional German bakery chain with hundreds of locations across Bavaria and southern Germany. Comparable as a multi-store regional bakery operator, though at significantly larger scale than Bäckerei Schmitt's 6-store footprint.
• J. Hornig: Austrian artisan coffee and bakery brand with subscription and DTC channels serving German-speaking markets. Comparable as a DTC-driven premium food brand with online shop distribution in Germany and Austria, similar to Bäckerei Schmitt's e-commerce model.

Emerging players

• Brezelbäckerei Ditsch: Specialty German pretzel bakery with retail and wholesale operations. Comparable as a category-specialty German bakery with strong brand identity, though focused on pretzels rather than bread, and operating at larger scale.

Others

• Gräfe und Unzer Verlag: Major German cookbook and lifestyle book publisher that publishes Axel Schmitt's baking books. Comparable as an ecosystem participant in the German baking content/publishing market and indirect commercial partner rather than a direct competitor.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCJdVuOo-N1qIpKyzxcsRMrA
• Facebookfacebook.com/schmitt.baeckerei
• Instagraminstagram.com/baeckerei_schmitt
• TikToktiktok.com/@brotsommelier
• LinkedInlinkedin.com/company/baeckereischmitt

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 Bäckerei Schmitt & Axel Schmitt Brotsommelier