The Social Chain Group AG, the leading global social commerce company that owns LANDMANN BBQs, has announced a new structure in the UK and a stream of new hires to bolster their brands including LANDMANN - Germany's oldest BBQ manufacturer.

LANDMANN 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. 

The Social Chain Group AG, co-founded by Dragons’ Den star Steven Bartlett, recently merged with the DS Group, the German parent company of LANDMANN Limited in a €220m deal.

Today it has announced a new structure in the UK - positioning Social Chain UK as a ‘House of Brands’.  There are now two strong divisions to support their brands’ growth and internationalisation in both the UK and the US

• The Agency side with Social Chain Agency and Mint, a Performance Marketing powerhouse
• The Brand side which includes LANDMANN,  new-to-the-UK coffee machine brand BEEM and URBANARA, a premium home and furnishing brand from Berlin founded in 2011

The restructure is all part of Social Chain UK’s bold ambitions to reshape the world of brands and commerce with social commerce - online shops and social communities to drive sales, inspire customers and amplify brands.

LANDMANN brand is a key focus for Social Chain UK and it has bolstered the brand with new hires including: Alan Clarke – Supply Chain & Operations Director,  David Flook - Sales Director and Sibylle Bresler - Marketing Director.

Christian Grobel, UK Head of Social Chain AG, and LANDMANN Ltd’s MD said: “Sales have been extremely strong for the LANDMANN brand this year, up 200% vs the same period in 2021 and we have big ambitions for the brand. It’s an extremely competitive market but LANDMANN is the biggest focus for us, and with the strong NPD pipeline, important new hires, and social commerce expertise of Social Chain Agency and Mint Performance Marketing we’re confident LANDMANN is on its way to becoming a leader in the sector.”

David Flook, who joins from High Street TV said: “There couldn't be a more exciting time for me to join the business.  This season, sales have been extremely strong proving the acquisition of the business by The Social Chain AG, and innovations like the Fryton, the first ever BBQ with a built-in airfryer, are propelling the LANDMANN brand forward. I have ambitions to drive it even more.”

Alan Clarke, Supply Chain & Operations Director “Operationally, our focus is to continue our exceptional customer experience and to provide an unparalleled delivery service. We understand customers want their delivery their way, and our mission is to make this possible and keep pushing boundaries within our logistics service.”

LANDMANN products are sold directly to consumers via its ecommerce site and also via Amazon, other leading digital retailers and marketplaces and through garden centre groups such as Blue Diamond and a host of independents.

The 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 1300 employees. As well as its leading social media marketing and performance agencies, The Social Chain AG is home to a host of well-loved, fast-growing consumer brands powered by social media.