Home: Außenansicht des Bütema AG Unternehmenssitzes/Gebäude von vorne


Bütema AG, based in Bietigheim-Bissingen, creates software, processes and workflows for emotionalizing, advising and optimally handling the shopping experiences in retail.

We strive to enable the perfect customer experience coupled with the best possible integration of our products into our customers' store concept. We aim to provide valuable support for shop personnel with our sales app.

In this way, we achieve a contemporary shopping experience for consumers and create bespoke processes to improve customer frequency, sales turnover and merchandise management.

Bütema AG consists of a team of 60 employees. We deal daily with the provision of software, hardware and services for optimal availability of our customers' processes.

In 2019, our turnover reached 15.8 million euros. The export share was 28%.

“Die Zukunft des Einzelhandels liegt in einer intelligenten Verknüpfung der verschiedenen Touchpoints, wodurch dem Kunden jederzeit ein einheitliches und optimales Shopping Erlebnis ermöglicht wird und der Mitarbeiter einen 360 Grad Blick auf Produkte, Bestände, Kanäle und Prozesse erhält.”

Dirk Frintrop,

Head of the Board Bütema AG

Dirk Frintrop, Vorstand Bütema AG
Dirk Frintrop, Vorstand Bütema AG
Dirk Frintrop,

Head of the Board Bütema AG

“Die Zukunft des Einzelhandels liegt in einer intelligenten Verknüpfung der verschiedenen Touchpoints, wodurch dem Kunden jederzeit ein einheitliches und optimales Shopping Erlebnis ermöglicht wird und der Mitarbeiter einen 360 Grad Blick auf Produkte, Bestände, Kanäle und Prozesse erhält.”

Our History


Die Bütema Daten Elektronik GmbH wird zunächst als Personengesellschaft unter dem Namen “Büro und Technik Marbach” gegründet.


The company is renamed GmbH and with it also re-christened. Bütema GmbH specializes in hammer banks and chain printers for IBM IT. A specialty is the development of your own module that can be used to print barcodes in this setting.


BÜTEMA Software GmbH is spun off with Dirk Frintrop as managing director. First, it creates software for printers (labeling systems) and MDE devices for picking. In addition, the area of ​​printing systems is supplemented by laser printing systems.


Bütema Software takes over the entire software department of Telxon Germany - to date the national No. 2 in the area of ​​MDE devices. A new office is opened in Norderstedt. Since Telxon was the most important MDE supplier for German retail companies, Bütema software now has exclusive access to these customers.

2004 – 2005

2004 findet der Management Buy-Out zur Bütema AG statt. Die Geschäftsbereiche Software, Barcode Drucker und -Leser und MDE Geräte werden in die neue Aktiengesellschaft übernommen.  Der Schwerpunkt liegt auf Kunden im Groß- und Einzelhandel.

later, the business area sovia Solutions is being expanded with a clear focus on retail and mobile merchandise management. The previous main area for trading barcode products is combined under the brand name BarcodeChannel and continued thus.


Bütema AG focuses on processes and solutions for fashion and lifestyle retail. The range of software and hardware is continuously being expanded.


Das Unternehmen erhält den Claim “Consumer centric Retailing”. Gleichzeitig fokussiert sich die Bütema AG strategisch nun ausschließlich auf den Mode und Lifestyle Einzelhandel. Die Entwicklung des Produkts soviaRetail beginnt.


The focus is now on the development of the RetailCore platform. New products are added almost every year: LED and LCD screens as well as suitable holders, touch screens, IoT buttons, sensors, RFID technology, AI-supported features and much more


The marketing activities are supplemented by the InStore Consulting area. The team advises retail customers on digital touchpoint strategies and content creation as well as the effective use of the Bütema digital signage software.


In April 2021, Head of Sales Lutz Hollmann-Raabe is appointed to the board. He's responsible for the areas of sales, marketing and professional service hardware and now hold the titles of Chief Operations Officer (COO) and Chief Sales Officer (CSO). As Chief Executive Officer (CEO), Dirk Frintrop continues to be responsible for development.

The year 2021 brings some innovations. Payment solutions ( Self Checkout, Mobile Checkout ) are implemented as well as the Digital Signpost , IoT Buttons and Output Processing. With the update to 5.2.0, the digital signage backend gets the Self Service Configurator and the InStore Assistant App is updated with the Communication Center expanded. The digital admission control is implemented in record time to help retailers face the heightened challenges during the Corona crisis.


Over twenty new colleagues have been hired in the past few months; Bütema AG grows to 66 team members.
On September 1st, Patrick Schiller complements the management team as the 3rd member of the Management Board (CTO).

Our values

When developing new products and services as well as supporting existing customers, we make sure that all environmental and climate impacts are kept as low as possible and that our products make a positive contribution to environmental and climate protection.

Bütema AG sees itself as an active member of society and is therefore involved in various ways. Among other things, donations and other forms of social engagement are provided. We do not make any financial contributions to political parties, or party-like organizations, or to mandate holders or candidates for political offices in Germany or abroad.

Equal opportunities and the rejection of discrimination are firmly anchored in our corporate values. No one is discriminated against on the basis of gender, age, skin color, culture, ethnic origin, sexual identity, disability, religious affiliation or belief.

We respect internationally recognized human rights, dignity and personal rights and support their observance. We are committed to fair working conditions, including equal pay, regulation of working hours and protection of privacy.

We ensure a healthy and risk-free working environment for our employees. Occupational safety and health protection are an integral part of all operations from the very beginning - already in the planning phase - in the technical, economic and social considerations of each partner.

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