From successful online trading to expansion into the woodworking machinery market: The Gindumac Group relies on data-driven commerce, digital sales channels, and strong partnerships. For years, the company has successfully collaborated with Machineseeker – Europe’s leading marketplace for used machinery. Gindumac CEOs Benedikt Ruf and Daniel Kaiser talk with Machineseeker co-CEO Sven Schmidt about smart sales strategies, market trends, and the importance of online platforms.
Gindumac has been a premium partner of Machineseeker for years. How do you integrate Machineseeker into your sales strategy?
Ruf: Our partnership is based on the shared conviction that digital sales are the key driving force in the used machinery market. As Europe’s leading platform, Machineseeker provides us with maximum reach and consistently high-quality leads – a decisive competitive advantage. The visibility we gain through Machineseeker is a core part of our strategy.
Kaiser: It also allows us to extend our reach beyond our own platform. With over 1,100 machines on gindumac.com, we rely on automated lead processes to ensure maximum efficiency and the fastest possible sales speed.
You recently acquired Wehrmann Holzbearbeitungsmaschinen GmbH & Co. KG. What was the strategic thinking behind this move?
Kaiser: Wehrmann has stood for tradition and expertise in the woodworking machinery industry for over 80 years. Until now, our focus was on metal, sheet metal, and plastics processing. The acquisition opens up growth potential in a complementary market segment.
Ruf: At the same time, we’re securing the future of a family-owned company and creating new synergies with 10,000 m² of warehouse space for storage and demo services. Wehrmann also enables us to offer machine refurbishments and custom solutions.
How do you assess the current developments in the woodworking machinery market?
Kaiser: The wood market is generally more demanding than the metal sector. Especially in Germany, wood processors often require more customized solutions. With Wehrmann, we can meet these individual needs and at the same time improve our purchasing capabilities.
Ruf: Despite cautious investment behavior, we rely on our international network and digital trading processes to deliberately gain market share. We view the current market development primarily as an opportunity for continued growth.
You’ll be exhibiting at Ligna in Hanover, Germany, from May 26 to 30, 2025. What are your expectations?
Ruf: Ligna is the most important trade fair for woodworking. We’ll be there as a co-exhibitor with Wehrmann. Together, we’re using the fair to strengthen customer relationships and brand presence.
Kaiser: Leading trade shows offer strong potential for acquiring new customers. We want to show that Gindumac and Wehrmann together provide custom-tailored solutions. Feel free to visit us in Hall 15, Stand D45.
How do you use Machineseeker to support your growth targets in the woodworking segment?
Ruf: With over 12,000 listings in this category, Machineseeker is the central hub for buyers in this segment. Here, too, we rely on the expertise of the market leader.
Kaiser: Machineseeker’s SEO, SEA, and retargeting activities are especially effective in the woodworking machinery market and help us expand our market position in a targeted way.
What is your vision for the future of Gindumac?
Ruf: Our goal is to further expand our market leadership in Europe for metal, sheet metal, and plastic machines – and to establish ourselves as a key player in the woodworking machinery market.
Kaiser: The vision of the Gindumac Group is a digitally optimized, efficient, and transparent used machinery trade. We focus on data-driven sales processes, customer proximity, optimized pricing structures, and strong fulfillment. A win-win for sellers, buyers, and Gindumac – and for strong partners like Machineseeker.