fal stellfeld und ernst gmbh

What fal stellfeld und ernst gmbh does

Stellfeld & Ernst GmbH is a family-owned German specialty retailer headquartered in Dortmund, founded in 1963 by Peter Ernst as a gas station and now led in its second generation by Andreas Ernst (since 2017). The company operates four retail locations in Dortmund alongside a nationwide e-commerce storefront (stellfeld-ernst.de, branded as 'cago.de'), offering more than 140,000 products organized into nine thematic categories: grills, garden furniture, camping and outdoor equipment, leisure vehicles (motorhomes/caravans), trailers, trailer hitches, workshop and service, gases, and party supplies. Revenue is generated through multiple streams including product sales (both own- and third-party branded hardware from suppliers such as Weber, Napoleon, Monolith, Broil King, Glatz, and Biohort), workshop services (inspections, gas testing, repairs, hitch mounting), recreational vehicle and trailer rental, a paid Grill Academy (Bronze through Platinum certification courses plus pizza, pellet, Weber, cocktail, and B2B courses), and financing referral fees through Santander Consumer Bank AG and Openbank.\n\nThe technology stack is conventional German e-commerce: a multi-category online shop with customer account management and order processing, integrated with mainstream payment providers (Klarna, PayPal, Amazon Pay, Mollie, Openbank pay, Santander financing), price comparison feeds (idealo, billiger.de), logistics partners (DHL parcel, VTL Huckschlag freight), and customer support tooling (Greyhound Webchat chatbot, Paqato shipping notifications). Analytics runs on Google Analytics 4 plus a self-hosted Matomo instance for privacy-focused measurement. Distribution is hybrid, with physical showrooms enabling expert consultation and product testing for higher-consideration categories (premium grills, garden furniture, leisure vehicles), combined with nationwide parcel and freight delivery. Customers are primarily individual German consumers in NRW and beyond, with a secondary B2B segment serving gastronomy, hospitality, and event planners purchasing commercial-grade equipment.\n\nThe business remains privately held with no external investors, no disclosed funding rounds, no parent company, and no public revenue disclosure. Key certifications include EHI Geprüfter Online-Shop and Trusted Shops integration; awards are limited to trade partnerships rather than external accolades. Customer acquisition relies on a multi-channel marketing mix spanning paid search (Google Ads, Bing Ads), social media (Facebook, Instagram, YouTube, TikTok, LinkedIn), price comparison platforms, content marketing via the S&E Magazine blog, and event-driven acquisition (Caravan Salon, Grill Academy events). The company has not made any acquisitions or received any disclosed investment; all growth has been organic since 1963.

Name

fal stellfeld und ernst gmbh

Legal name

Stellfeld & Ernst GmbH

Website

https://cago.de

Company type

Private

Founded year

1963

Operating status

Operating

Short description

Stellfeld & Ernst GmbH is a family-owned German specialty retailer headquartered in Dortmund, founded in 1963, operating four retail locations and a nationwide e-commerce storefront selling over 140,000 products across grills, garden furniture, camping equipment, leisure vehicles, trailers, gases, and party supplies to individual consumers and B2B customers.

Ownership category

akta.pro rank

Product category

Outdoor Living Retail

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), All Other Miscellaneous Retailers (459999), Electronics and Appliance Retailers (4492)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Variety Stores (5331)

akta.pro primary industry

Outdoor & Adventure Multi-Category Retail (CRAMABAB)

akta.pro secondary industries

Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories) (CRAIAIAH), Camping, Hiking & Climbing Specialty Retail (CRAMABAM), Camping Furniture & Camp Kitchen Retail (CRAMAMAC)

Keywords

• Outdoor living retail
• Garden furniture
• Grilling equipment
• Camping and caravan
• Trailer sales

Headquarters

HQ city

Dortmund

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Core Retail: Multi-category retail sales through e-commerce and physical stores. Categories include grills (Weber, Napoleon, Monolith, Broil King, Landmann), garden furniture, camping equipment, recreational vehicles (new and used motorhomes/caravans), trailers, trailer hitches, gas products, and party supplies. Products sold include both own-brand and third-party branded items.
2. Workshop & Service: Master workshop services including maintenance, repairs, inspections (HU/AU), gas testing, leak testing, and technical services for recreational vehicles, trailers, and passenger vehicles. Also includes mounting services for trailer hitches.
3. Vehicle Rental: Rental of recreational vehicles (motorhomes, caravans) in various classes, including rental of parking spots on company premises. Also trailer rental services.
4. Grill Academy & Courses: Educational courses including grilling courses (Bronze, Silver, Gold, Platinum levels), pizza courses, pellet courses, Weber courses, cocktail courses, B2B offerings, and After Work BBQ events. Also party and event planning supplies.
5. Gas Distribution: Sale and exchange of propane gas bottles, CO2 cylinders, balloon gas, and technical gases. Includes gas exchange stations and gas taxi delivery service.
6. Financing Services: Partnership with Santander Consumer Bank AG and Openbank for 0% financing options for customers. Stellfeld & Ernst earns referral or service fees through these financial partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Stellfeld & Ernst GmbH is a family-owned German specialty retailer selling outdoor living products across multiple categories including grills, garden furniture, camping equipment, caravans, leisure vehicles, and trailers. The company operates a hybrid omnichannel model combining a multi-category online shop with more than 140,000 products and four physical retail locations in Dortmund, complemented by value-added services such as an in-house master workshop for repairs and maintenance, gas bottle exchange, equipment rentals, and a grill academy offering courses for consumers and gastronomy businesses.

Product overview

Stellfeld & Ernst GmbH is a German retail company operating nine specialized product categories (themed worlds) across four physical locations in Dortmund and a comprehensive online shop. The core product portfolio spans Grillgeräte (premium grills from Weber, Napoleon, Monolith, Broil King with accompanying Grillakademie courses), Gartenmöbel (garden furniture including lounge sets, chairs, tables, loungers, and decorative items with brands like Glatz, Cane-line, 4Seasons, Solpuri), Camping & Outdoor equipment (tents, awnings, rooftop tents, furniture, vehicle accessories), Freizeitfahrzeuge (motorhome and caravan sales/rentals), Anhänger (trailers from Böckmann, Humbaur, Cheval Liberté), Anhängerkupplungen (trailer hitches with mounting services), a Meisterwerkstatt (workshop services), Gase (propane, balloon, CO2 with exchange/filling services), and a Party Store (balloons, costumes, event decorations). The company positions itself as a full-service outdoor living provider combining retail, rental, service, and educational offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Grilling Equipment Retail sale of grills, smokers, accessories, and related grilling equipment for private households and gastronomy customers. Includes dedicated B2B range for restaurants, hotels and catering.
• Garden Furniture Retail sale of indoor and outdoor garden furniture, lounge sets, dining sets, sun loungers, parasols and accessories for private households.
• Camping & Outdoor Retail sale of camping equipment, caravan parts and accessories, outdoor gear, and tent technology for camping and outdoor enthusiasts.
• Leisure Vehicles Sale and rental of leisure vehicles such as caravans, motorhomes and related equipment for private customers.
• Trailers Sale and rental of utility, cargo, boat and horse trailers for private and commercial customers.
• Trailer Hitches Sale, installation and code-based configuration (Bosch, Westfalia, Oris) of trailer hitches for passenger cars.
• Master Workshop In-house master workshop providing inspection, repair, maintenance and service for vehicles, trailers, caravans, gas systems, and installed trailer hitches.
• Gases Retail and exchange service for technical, balloon, helium and specialty gases for private and commercial customers.
• Party Store Retail sale of party and event supplies such as balloons, helium-filled balloons and accessories.
• Grill Academy Culinary courses and grill training offered to private consumers as well as B2B clients in the gastronomy and hospitality sector.

Quantifiable outcome

• Nearly 60 years of successful operation with consistent growth
• +1 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration27 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Glatz AGcoreChannel Partner/ Reseller/ DistributorSwiss premium sun umbrella brand (since 1895) offering over 125 years of quality. Stellfeld & Ernst is an authorized retailer of Glatz products including Sombrano, Sunwing, Piazzino, and Alu-Twist series. Glatz manufactures high-quality steel and stainless steel umbrellas with weather-resistant fabrics.
• Weber, Napoleon, Monolith, Broil King, LandmanncoreChannel Partner/ Reseller/ DistributorPremium grill brands sold through Stellfeld & Ernst. Weber is a market-leading American grill manufacturer; Napoleon is a Canadian premium grill brand; Monolith offers German-made ceramic grills; Broil King manufactures American-style gas grills; Landmann provides European grills and accessories.
• Biohort, Fatboy, Solpuri, 4Seasons OutdoorcoreChannel Partner/ Reseller/ DistributorGarden furniture and outdoor living brands. Biohort (Austrian metal sheds and storage); Fatboy (Dutch designer outdoor furniture); Solpuri (German premium outdoor furniture); 4Seasons Outdoor (Dutch luxury outdoor furniture).
• DHLminorOthersPrimary logistics partner for parcel delivery including DHL Packstation support for customer convenience.
• VTL Huckschlag SpeditionminorOthersFreight forwarding partner for large and heavy item deliveries including furniture and grills.
• Mollie B.V.coreTechnology or IntegrationPayment service provider handling various payment methods including credit cards, iDEAL, Bancontact, and other European payment options.
• EHI Retail Institute GmbHminorOthersIndependent certification body verifying compliance with German e-commerce best practices and awarding the EHI Geprüfter Online-Shop seal.
• Trusted Shops GmbHminorOthersReview and trust platform integration providing customer review collection and Trusted Shops guarantee for buyer protection.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Dehner GmbH & Co. KG: Germany's largest garden center chain, operating a multi-category garden and outdoor living assortment across physical stores and e-commerce — directly comparable to Stellfeld & Ernst's outdoor living focus, with much broader geographic reach.
• Westfalia Mobil GmbH: Specialist German retailer of caravans, motorhomes, and camping accessories with integrated workshop services — directly overlapping with Stellfeld & Ernst's Freizeitfahrzeuge and camping categories.
• Grillfürst GmbH: German online grill specialist carrying Weber, Napoleon, and Monolith, with curated content and educational courses — directly competing in the core grilling category that anchors Stellfeld & Ernst's brand.
• Fritz Berger GmbH: German camping and outdoor retailer offering tents, caravan accessories, and outdoor living products online and via catalogues — a comparable specialist in the camping/outdoor sub-categories Stellfeld & Ernst serves.

Broad incumbents

• hagebau Handelsgesellschaft für Baustoffe mbH & Co. KG: German DIY cooperative of independent retailers carrying garden, grills, and outdoor living products — comparable assortment at scale via a multi-brand retail model.
• Bauhaus GmbH & Co. KG: Pan-European DIY and garden retail chain with significant garden furniture and grill assortments — overlapping category overlap with Stellfeld & Ernst as a broad specialty incumbent.
• Dethleffs GmbH & Co. KG: German caravan and motorhome manufacturer that also operates retail/showroom channels — adjacent to Stellfeld & Ernst's leisure vehicle sales and rental business with deeper product-side capabilities.
• OBI GmbH & Co. Deutschland KG: Major German DIY and home/garden retailer with nationwide stores and e-commerce — competes directly on grills, garden furniture, and outdoor accessories but as part of a broader home improvement portfolio.
• Hornbach Baumarkt AG: Germany's largest DIY and garden retail chain with nationwide big-box stores carrying grills, garden furniture, and camping — overlapping in assortment but operating at much larger scale and broader category scope.

Regional players

• Pflanzen-Kölle GmbH & Co. KG: Family-run German garden center chain with deep assortment in plants, garden furniture, and outdoor living — comparable assortment focus to Stellfeld & Ernst but concentrated in southern/central Germany rather than NRW.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/wwwcagode
• Facebookfacebook.com/stellfeld.ernst
• LinkedInde.linkedin.com/company/stellfeld-ernst
• Instagraminstagram.com/stellfeld.ernst
• TikToktiktok.com/@stellfeldundernst

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 fal stellfeld und ernst gmbh