Diginvita

Horst Stengel & Sohn e.K. operates in a niche market, specializing in identification rings for pedigree poultry, ornamental birds, and exotic species. Founded on July 1, 1990, in Schmalkalden, Germany, the company initially began as a turning shop, producing parts and automation systems for the automotive and other industries.

The transition into its current specialization was driven by the personal passion of its owner, Fred Stengel. An active breeder of rare poultry since his youth, Mr. Stengel identified an opportunity to apply his manufacturing expertise to the poultry breeding world. This unique founder-market fit allowed the company to pivot and develop deep expertise in its field. Over a decade, the firm cultivated a specialist team dedicated to manufacturing these identification rings.

The business serves a clientele of hobbyist and professional breeders of pigeons, poultry, quail, and other exotic birds. Its business model is centered on direct-to-consumer e-commerce through its website, stengel-fussring.com. Revenue is generated from the sale of a variety of products essential for bird breeding and care. The core product offering consists of high-quality plastic and other material leg rings used for identifying birds. These rings are manufactured using modern equipment to ensure consistent quality, featuring rounded edges and clear, laser-engraved lettering that is resistant to scratches and dirt. Beyond identification rings, the company has expanded its product line to include a comprehensive range of breeding supplies such as feeders, drinkers, nesting boxes, feed, and health products, positioning itself as a one-stop shop for poultry enthusiasts.

Keywords: bird identification rings, poultry breeding supplies, pigeon supplies, Fred Stengel, Horst Stengel & Sohn, exotic bird breeding, poultry leg bands, Schmalkalden, animal identification, e-commerce, specialty manufacturing, bird breeder supplies, quail breeding, pedigree poultry, ornamental birds, hobbyist poultry farming