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LANDMANN Fired Up by Social Chain Acquisition

Published: 9 June 2022 - James Mead

LANDMANN BBQs has been bought by the leading global social commerce company, Social Chain AG. 


Social Chain AG, co-founded by Dragons’ Den star Steven Bartlett, has acquired 100% of the DS Group, the German parent company of LANDMANN, for the sum of  €220.5m split between cash and share components. 

Social Chain AG was founded in 2014 in Manchester and Berlin and has grown its business with operations in the US, Europe and Asia, now with over 1500 employees. As well as its leading social media marketing and performance agencies, Social Chain is home to a host of well-loved, fast-growing consumer brands powered by social media.

LANDMANN is Germany's oldest BBQ manufacturer. From its beginnings with charcoal, LANDMANN now offers various smokers, high-temperature gas grill BBQs, ceramic grills and electric BBQs. It also manufactures other outdoor living products and accessories such as firepits and outdoor heaters. LANDMANN sells direct to consumers via its ecommerce site and also via Amazon, other leading digital retailers and through garden centre groups such as Blue Diamond and a host of independents.

LANDMANN is part of The DS group which develops, markets and sells its own products and brands and has more than 700 trademarks, registered designs, patents and utility patents . 

Social Chain said the deal is the “most important acquisition since its foundation” and is targeting €1bn revenue by the end of 2023 financial year. It is reshaping the world of brands and commerce with social commerce - online shops and social communities to drive sales, inspire customers and amplify brands. 

Christian Grobel, head of Social Chain International, and new LANDMANN MD said: “Landmann has had a strong presence in the UK for over a decade, and in 2022 we are expecting it to at least double its sales of 2021. Huge strides have already been made in its social and digital presence which will be significantly enhanced by joining Social Chain in the UK.

“There is a huge rise in online retailers stocking BBQs, making a very competitive market for people, so our exciting NPD pipeline, targeted partnerships and outstanding customer service, plus the direction and knowledge of Social Chain and its social commerce proposition will help us become leaders in this space.”


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