Global consulting & trading company for the woodworking, furniture and kitchen industry
Global sourcing of surface materials for local manufacturing
We connect furniture, kitchen, flooring, door and panel manufacturers with the world's leading surface-material producers, cutting their material costs and keeping them ahead in surface innovation.
To be the connection between leading surface-material producers and manufacturers around the world.
Your success is our business.
We help our customers reduce material costs while staying at the forefront of design, haptics and materiality. By sourcing globally, we give manufacturers access to competitive materials, innovative surface technologies and dependable supply: design, quality and availability without compromise.
Surface materials we source
Ten material groups from family-owned producers known for quality and reliability, sourced for manufacturers worldwide.
Adhesives
For edge banding, wrapping, lamination and assembly.
EVA hotmelt · PVA · PU · Solvent
Aluminium foils
For high-end kitchen and cupboard fronts, wall cladding and similar applications.
Décor papers
Impregnated and pressed onto particle board and MDF for most furniture made in Europe.
Edge banding
Covers the edges of particle board, MDF and other substrates.
PVC · ABS · PP · Melamine
Finish foils
Paper-based foils for living room and bedroom furniture and interior doors.
Polymer foils & sheets
For kitchen and bathroom fronts as well as drawers.
PET · PP · PVC · Acrylic
Press plates
Steel plates that give thermo-fused panels and laminates their texture and gloss level.
Transfer & release films
Control gloss level, texture and chemical and scratch resistance of surfaces.
Veneers
Thin slices of real timber to cover furniture and doors.
Wood-fibre panels
Raw and coated substrates for furniture, kitchen and door production.
MDF · Particle board · PlywoodLooking for something specific?
Tell us the décor, substrate and volume. We match it with the right producer.
Ask our team →Connect. Consult. Supply.
ConnectWe link manufacturing partners with leading OEMs, distributors and retailers around the world: people, businesses, products and customer segments.
- Classic supplier–customer relationships
- Round Table Meetings that keep customers and partners up to date on market developments
ConsultWe advise OEMs, distributors and retailers on the products and decisions that make them successful.
- Product development
- Market transparency
- Strategic matters
- Operational & commercial excellence
- Supply chain
SupplyYou can either source directly from our manufacturing partners or purchase directly from us. In that case, we offer to take care of the logistics and the hassle of importing products for you.
- Speed to market
- The right product–customer match
- Transparency and clear responsibilities
Industries we serve
Fourteen hidden champions
We represent fourteen manufacturers of secondary raw materials. What they have in common:
Price or product leaders
Each partner leads its category on price or on product.
Family-owned
Second- or third-generation manufacturers with long-term thinking.
Quality & reliability
Known in the industry for consistent quality and delivery.
Local strength
Supplying more local than global customers, so new markets get real attention.
Local experts, one team
An agile team of 10 specialists. Our 7 commercial professionals average more than 20 years in the woodworking industry, each local to their market and customers, speaking their language.
Max Betzler
Max founded Betzler Group in January 2023 to fill a gap in the consulting and supply chain of the surface-materials industry. A German attorney at law, he worked for international law firms and in insurance before entering the woodworking industry in 2005.
For close to two decades he was part of the global executive team of one of the world's leading surface-material manufacturers. He headed its business in North America, South America and Oceania before becoming the group's Chief Sales and Marketing Officer. He knows what works where, and who can make it happen.
Honesty · Loyalty · Speed
We pride ourselves on being good listeners and on pushing boundaries for our customers.
Let's find your next material
Tell us the material, décor and approximate volume. We reply within one working day.
Betzler Group AG
Churerstrasse 158
8808 Pfäffikon SZ, Switzerland
Nieuwe Herengracht 95
1011 RX Amsterdam, Netherlands