Brand profile · Germany
magicholz Revenue, search volume and competitors 2026
Stuttgart brand of wooden puzzles, 3D model kits and book nooks, founded in 2020 by Lars Leenen and Christian Drews.
Fact sheet
- Founded
- 2020
- Founders
- Lars Leenen, Christian Drews
- Headquarters
- Stuttgart
- Company
- MagicGroup GmbH
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- Bootstrapped (no venture capital)
- Funding rounds
- Nachrangige Anleihe per Crowdinvesting (Conda), Laufzeit bis 31.01.2030, 203.250 € eingeworben (Ziel 2 million €)
Background and milestones
Lars Leenen and Christian Drews started in 2020 with a marketplace for wooden games from a small apartment. It grew into a provider of creative wooden puzzles and kits with its own brand.
- 2020
Founded in May by Lars Leenen and Christian Drews.
- 2021
Switch to Shopify Plus in December.
- 2023
Revenue of about 8.5 to almost 10 million euros reported.
SWOT analysis of magicholz
Editorial assessment based on the sources listed and the radar data.
Strengths
- Fast growth: almost 5 million euros in revenue after about two years.
- 99 percent of sales run through the own online shop.
Weaknesses
- Very small core team, logistics and marketing run through external partners.
- The mix of marketplace and own brand makes a clear brand profile harder.
Opportunities
- Expansion into France and the UK is planned according to Conda.
- Growing demand for hobby and decor kits for adults.
Threats
- Many marketplace sellers and cheap imports in the wooden puzzle segment.
- High dependence on the own shop and therefore on paid reach.
What is behind the demand?
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Sources
- Startup Valley: MagicHolz (Gründer, 2020, Stuttgart, Selbstfinanzierung)
- Shopify: Mit Shopify Plus zu 5 Millionen Umsatz (Gründer, Mai 2020, Umsatz)
- Conda: Anleihe MagicHolz (203.250 Euro, 99 Prozent Eigenshop, Expansion)
- trend.at: MagicHolz erfolgreich wachsen (Umsatz 2023)
- Companyhouse: MagicGroup GmbH, Stuttgart
- Gründer.de: MagicHolz Book Nooks
Frequently asked questions about magicholz
How much revenue does magicholz make?
magicholz generated around 8,5 bis knapp 10 million € in revenue in 2023 (rough figure from interviews and press). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded magicholz?
magicholz was founded in 2020 by Lars Leenen and Christian Drews. The company is based in Stuttgart.
Was magicholz on Die Höhle der Löwen?
No, magicholz did not appear on the German TV show Die Höhle der Löwen.
Is magicholz backed by venture capital?
No, according to available information magicholz has grown without venture capital (bootstrapped).
How much does magicholz spend on marketing?
magicholz does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less magicholz has to pay for each visit.
How much revenue does magicholz make through Google?
The model estimate combines brand searches and organic traffic of magicholz with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know magicholz) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of magicholz be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of magicholz after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for magicholz.
Want to make your own brand this visible?
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