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The online platform Waldorfshop Universnatur GmbH was founded in 2007 by 16-year old Waldorf school student Armin Steuernagel to provide parents, teachers, and educators at Waldorf schools and kindergartens with learning materials that correspond to Waldorf education. While these products still form the core of Waldorfshop, the product range has significantly grown over the last years and now encompasses more than 1400 products, including craft supplies and toys that are sold worldwide. Producing environmentally friendly and educationally valuable Waldorf products, Waldorfshop has the mission to contribute to a healthy upbringing of babies, children, and adolescents and to support the development of their creative potentials and skills.

Company Facts

  • Location
    Landsberg am Lech
  • Sector
    online trade
  • Employees
  • Founded in
  • Steward-Ownership since

Ensuring a purposeful future

To guard Waldorfshop’s values and mission in the long term, Armin Steuernagel sought to find an alternative ownership structure that would allow his business to be purpose- and not profit-driven. For him, steward-ownership and its key principles ensure that the company’s values and principles continue to be an integral part of Waldorfshop’s corporate culture and identity in the future. Its transition to steward-ownership in 2017 ensures that Waldorfshop continues to be an independent and purpose-driven company in the long term. When in April 2019 Sebastion Neu took over the operating business as CEO of the company, he re-structured the business according to the company’s mission and values. Now the connection between the three guiding philanthropic principles head, heart, and hand is firmly engrained in Waldorfshop’s relationship with its customers, suppliers, and employees.

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Steward-ownership creates a purpose-infused bridge between everyone involved in the company ‒ employees, management, and distributors alike. This creates a new and extraordinary connection between our team members, partners, and competitors.

Sebastian Neu, CEO