The Hinterland Alliance is entering an exciting new phase. We are welcoming several outstanding companies who bring with them deep industrial expertise, entrepreneurial drive and a forward-looking approach to innovation. Today, we are introducing the first three of our new members: nobilia, Possehl Digital and Schnellecke Logistics.

In the coming weeks, we will introduce additional new Alliance members who are also joining our ecosystem. Each of them has a unique story to tell and important value to add to the future of the German Mittelstand.

What connects the companies we are introducing today is simple. They did not arrive in the Hinterland ecosystem out of nowhere. All three have already engaged with us, collaborated with our community or stood on our stages. They witnessed firsthand how the platform builds trust, accelerates innovation and creates meaningful relationships between established industry players and the world of technology and entrepreneurship.

Their decision to join the Alliance marks the next step in relationships that were already underway. 

nobilia: Europe’s leading kitchen manufacturer

nobilia is one of the strongest examples of what makes the German Mittelstand globally respected. With thousands of high-quality kitchens produced every day and a long tradition of precision engineering, nobilia stands for craftsmanship at scale, operational excellence and long-term family ownership.

At Hinterland of Things Conference 2025, nobilia sponsored a full kitchen installation at the Alliance booth. What could have been a simple product showcase became the heart of the space. People gathered, exchanged ideas, held spontaneous meetings and connected in an environment that felt warm and human.

This moment reflected nobilia’s unique ability to bring people together through design, quality and reliability. It also showed something about their culture. Even as a global market leader, the company values community, direct exchange and collaboration.

By joining the Hinterland Alliance, nobilia signals a clear commitment to engage more deeply with digital innovation, sustainability and new approaches to manufacturing. The home and living sector is undergoing rapid transformation, and nobilia brings both the scale and the ambition to shape its future. Their presence adds significant industrial weight to the Alliance and strengthens our mission of connecting Mittelstand champions with relevant technology and new ideas.

Possehl Digital: Connecting Mittelstand companies with innovation

Few organizations represent the diversity and strength of the German Mittelstand better than the Possehl Group. With more than 200 companies in its portfolio, covering everything from metal processing to industrial machinery to specialty manufacturing, Possehl stands as a true cross-section of German industrial excellence.

Possehl Digital operates at the center of this world. Its role is to identify new technologies, initiate digital transformation and translate innovation into practical value across a wide range of industrial environments. This requires both a deep understanding of traditional Mittelstand structures and an ability to bridge them with the speed and creativity of the startup ecosystem.

The connection to Hinterland began long before Possehl Digital joined the Alliance. At Hinterland25, CEO Christoph Haß joined the stage to speak about the challenges and opportunities of digital transformation. His message is clear and direct:

“We became a member because we wanted more than just one day. We wanted to stay connected throughout the year and be closer to the ecosystem on an ongoing basis.”

Possehl Digital brings a unique multiplier effect. Their perspective spans hundreds of companies, multiple industries and numerous business models, giving them a rare ability to identify technologies that truly matter for the Mittelstand.

Christoph Haß describes this position succinctly:

“As the Possehl Group, with 200+ industrial companies, we are that Mittelstand in size, in structure and in mindset. That means we can talk eye-level with other mid-sized businesses and with startups that have solutions genuinely relevant to us. That is what makes the Alliance valuable. Real technology and innovation that moves us forward.”

With Possehl Digital joining the Alliance, the bridge between established industry and the startup ecosystem becomes even stronger, and the impact of shared innovation extends further into the heart of the German economy.

Schnellecke Logistics: A Family-Owned Pioneer with Innovation in its DNA

Schnellecke is one of Germany’s most respected family-owned industrial groups. What began as a regional transport company has grown into a global provider of logistics, transportation and supply chain solutions with more than 20,000 employees worldwide. The company is deeply rooted in Mittelstand values: entrepreneurial leadership, long-term decision-making and a commitment to quality.

One touchpoint with Hinterland came through the Hinterland Hack 2025, where Schnellecke acted as a challenge provider. That meant giving teams of developers and innovators access to real operational logistics problems and inviting them to explore new solutions.

For a global logistics business, this was more than a gesture. It was a sign of real openness to outside ideas and a willingness to collaborate with the community. Logistics networks are becoming more complex, more digital and more data-driven, and Schnellecke’s engagement shows they want to play an active role in shaping this evolution.

As a new Alliance member, Schnellecke brings deep supply chain expertise, a global perspective and a strong push for operational innovation. Their experience enriches the ecosystem and highlights how the Mittelstand can remain competitive in a rapidly changing world.

Why these companies matter for the future of the Mittelstand

nobilia, Possehl Digital and Schnellecke Logistics each represent a different facet of the Mittelstand. Together they capture the breadth of its contribution to the German and global economy.

They have all already experienced the value of the Hinterland ecosystem. Their choice to join the Alliance continues relationships that began years ago and now move into a more strategic, long-term phase.

We proudly welcome nobilia, Possehl Digital and Schnellecke Logistics to the Hinterland Alliance!

The future of the Mittelstand is collaborative, and with these companies, we move into it with even greater strength and momentum.