Eureka
Eureka is a consumer vacuum cleaner brand under Midea America Corp., selling robot, cordless, upright, canister, and wet/dry vacuums across nine countries via DTC websites, Amazon, and retail. It targets general households and pet owners with mid-priced, AI- and sensor-equipped cleaning hardware.
- Company typePrivate
- Founded1909
- HeadquartersParsippany, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Eureka does
Eureka is a consumer vacuum cleaner and floor-care brand operated as a DBA of Midea America Corp., a subsidiary of Chinese home appliance conglomerate Midea Group. The brand sells a portfolio of more than thirty products across robot vacuums, cordless stick vacuums, upright vacuums, canister vacuums, wet/dry cleaners, and portable carpet cleaners, with retail price points spanning roughly $43 (Blaze NES212) to $1,199.99 (J15 Max Ultra). Its technology stack centers on LiDAR navigation, computer-vision-enabled spill detection (IntelliView AI 2.0 combining infrared and Full HD cameras), high-density anti-tangle brush systems (FlexiRazor), and self-cleaning base stations, all aimed at reducing manual maintenance and improving pet-hair and edge-cleaning performance.
The business model is hardware sales through a multi-channel go-to-market: a proprietary DTC e-commerce site operated across nine region-specific storefronts (US, Canada, Germany, UK, Italy, France, Spain, Japan, Australia), third-party marketplace listings on Amazon, and physical retail presence. Eureka runs seasonal promotional cycles, a rewards/loyalty program, a product-comparison selector ("Help Me Choose"), and content marketing through its Eureka Moments blog. The customer base is horizontal — general households and pet owners — with no disclosed enterprise or B2B contracts. Eureka positions itself as a mid-tier price alternative to premium brands such as Roborock and Dreame, leveraging Midea Group's manufacturing scale to offer premium-featured products at lower price points.
Eureka firmographics
Firmographics- Name
- Eureka
- Legal name
- Midea America Corp.
- Website
- https://eureka.com
- Company type
- Private
- Founded year
- 1909
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Eureka is a consumer vacuum cleaner brand under Midea America Corp., selling robot, cordless, upright, canister, and wet/dry vacuums across nine countries via DTC websites, Amazon, and retail. It targets general households and pet owners with mid-priced, AI- and sensor-equipped cleaning hardware.
- Ownership category
- akta.pro rank
Eureka industry classification
Industry- Product category
- Vacuum Cleaners
- NAICS
- Small Electrical Appliance Manufacturing (335210)
- SIC
- Household Appliances (3630)
- akta.pro primary industry
- Home Cleaning Appliances Retail (Vacuums, Steam Mops) (CRACADAG)
- akta.pro secondary industries
- Robotic Vacuum & Floor Care Robots (CRACARAA), Smart Cleaning & Domestic Robotics (Robot Vacuums/Mops, Lawn Robots) (HSAPAQAK)
Keywords
Where Eureka is headquartered
LocationHeadquarters
- HQ city
- Parsippany
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Eureka business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Hardware Product Sales: Eureka generates revenue primarily through the sale of vacuum cleaners and cleaning appliances. Products include robot vacuums, cordless stick vacuums, canister vacuums, upright vacuums, wet/dry cleaners, and carpet cleaners sold at various price points.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium Robot Vacuums (J15 Max Ultra, J15 Ultra, J15 Evo Ultra) |
| Unit Pricing | Pay-as-you-go | Mid-range Robot Vacuums (E20 Plus, E20 Evo Plus) |
| Unit Pricing | Pay-as-you-go | Cordless Stick Vacuums |
| Unit Pricing | Pay-as-you-go | Canister and Upright Vacuums |
| Unit Pricing | Pay-as-you-go | Wet/Dry Cleaners |
| Unit Pricing | Pay-as-you-go | Budget/Corded Options |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Eureka product offering
Product offeringCore offering
Eureka designs, manufactures, and sells vacuum cleaners and floor care appliances spanning robot vacuums, cordless stick vacuums, upright vacuums, canister vacuums, wet/dry cleaners, and portable carpet cleaners. Its lineup includes premium AI-powered robot vacuums (J15 Max Ultra, J15 Ultra, J15 Evo Ultra) with proprietary features such as IntelliView AI 2.0 spill detection, 22,000 Pa suction power, FlexiRazor anti-hair tangle technology, LiDAR navigation, and self-cleaning base stations. Products are sold under the Eureka brand owned by Midea America Corp. through direct e-commerce, Amazon, and retail channels.
Product overview
Eureka is a vacuum cleaner manufacturer offering a comprehensive portfolio of cleaning products across seven main categories: Robot Vacuums (J15 Max Ultra, J15 Ultra, J15 Evo Ultra, E20 Plus, E20 Evo Plus), Wet/Dry Cleaners (NEW400), Stick Vacuums (ReactiSense 440, ReactiClean 410, ReactiClean451, Stylus Elite, RapidClean Pro, Blaze series), Upright Vacuums (FlexReach, OmniVerse, Innova, Max Swivel, Dash Sprint, PowerSpeed, AirSpeed series), Canister Vacuums (Mighty Mite, WhirlWind, Bagless Canister series), and Carpet Cleaners (SpotClean NEY100). The product line ranges from entry-level corded models to premium robot vacuums with AI-powered features like IntelliView AI 2.0 for spill detection and advanced navigation. Eureka also offers proprietary technologies including ScrubExtend Mop Extend Technology and FlexiRazor Anti-Hair Tangles, along with a rewards program and accessories.
Differentiator
Problem solved
Functional benefit
Products and services
- J15 Max Ultra Premium flagship robot vacuum with IntelliView AI 2.0 transparent spill detection, 22,000 Pa suction, 6400 mAh battery, LiDAR navigation, and self-cleaning dock.
- J15 Ultra Flagship robot vacuum with tangle-free technology and advanced mapping capabilities.
- J15 Evo Ultra Self-emptying robot vacuum combo with LiDAR navigation and mopping capabilities.
- E20 Plus Robot vacuum with bagless self-emptying station, positioned as best midrange choice.
- E20 Evo Plus Robot vacuum with enhanced power and simplified maintenance featuring bagless self-emptying station.
- NEW400 Wet-Dry Cordless wet/dry vacuum cleaner for both dry and wet cleaning in one device.
- ReactiSense 440 Smart cordless stick vacuum with LED and sensor technology for intelligent dust detection, featuring smart sensor and anti-tangle brush roll.
- ReactiClean 410 Lightweight cordless vacuum cleaner designed for easy handling and portability.
- ReactiClean451 (NEC451BL) Cordless stick vacuum with LED and sensor technology for enhanced cleaning performance.
- Stylus Elite NEC490SE Cordless stick vacuum with self-emptying station for automated maintenance.
- RapidClean Pro NEC285GR Cordless stick vacuum with LED lighting, swivel head, and extended runtime for versatile cleaning.
- RapidClean Pro NEC280TL Cordless handheld vacuum with pro-level power for targeted cleaning.
- Blaze NES312 3-in-1 corded convertible vacuum for floors and stairs with versatile cleaning modes.
- Blaze NES212 2-in-1 lightweight stick vacuum for versatile cleaning applications.
- 3-in-1 Handheld Vac NES100 Compact corded vacuum designed for quick pickups with 3-in-1 functionality.
- FlexReach NEU652 Flexible reach upright vacuum for extended cleaning reach.
- FlexReach NEU651 Upright vacuum with flexible reach capabilities for versatile home cleaning.
- OmniVerse NEU800 Premium upright vacuum with all-floor power for comprehensive cleaning.
- Innova NEU700 Deep-clean upright vacuum with hair eliminator brush technology.
- Max Swivel NEU250 Upright vacuum with maximum swivel capability for maneuverability.
- Dash Sprint NEU610 Dual-motor upright vacuum with pet hair handling power.
- PowerSpeed NEU181D Lightweight powerful upright vacuum for carpet and hard floor cleaning with pet turbo attachment.
- PowerSpeed NEU181A Lightweight bagless upright vacuum for carpet and hard floor with pet turbo brush.
- AirSpeed NEU10AE5 Ultra-light compact bagless upright vacuum with concentrated cleaning power.
- Canister 3670M Classic bagged canister vacuum with superior filtration system.
- Bagless Canister NEN121WH Bagless canister vacuum for convenient maintenance and powerful suction.
- Mighty Mite 3670G Mighty Mite canister vacuum with compact design and reliable cleaning performance.
- Bagless Canister NEN180 Compact bagless canister with sealed filtration for allergen control.
- WhirlWind NEN110A Bagless canister vacuum with cyclonic technology and 2.5L capacity.
- Whirlwind NEN110D Bagless canister with high efficiency suction for thorough cleaning.
- Mighty Mite 3670H Bagged canister vacuum with allergen-locked filtration system.
- Whirlwind NEN110B Compact bagless canister for everyday cleaning needs.
- Whirlwind NEN110F Cyclonic canister vacuum offering freedom and convenience in cleaning.
- SpotClean NEY100 Portable carpet and upholstery cleaner for deep stain removal and freshening.
Quantifiable outcome
- 22,000 Pa suction power - first robot vacuum to exceed traditional canister vacuum suction
- +5 more outcomes
Companies that use Eureka
Customer profileSegments2 records
Ideal customer profiles2 records
Eureka technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature8 records
Eureka partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Eureka competitors and assessment
Company assessmentDirect peers
- Dreame Technology: Chinese smart cleaning appliance maker with premium robot vacuums (L-series, X-series) and cordless sticks; named as a direct Eureka competitor with overlapping AI navigation and high-suction differentiation.
- Bissell: Heritage US floor-care brand (since 1876) with robot vacuums, uprights, canister, and specialty carpet cleaners—direct portfolio overlap with Eureka and similar mid-range positioning.
- Ecovacs Robotics: Chinese maker of Deebot robot vacuums and Winbot window cleaners; directly competes with Eureka's J15 and E20 series in the global robot vacuum category, with strong AI/vision feature sets.
- Roborock: Beijing-based premium robot vacuum and cordless stick brand named alongside Eureka in flagship competitive comparisons; competes head-to-head at the J15 Max Ultra / S8 MaxV Ultra price tier.
- iRobot: Maker of Roomba robot vacuums and Braava mops—Eureka's most direct competitor in the robot vacuum category, with overlapping premium positioning, LiDAR/vision navigation, and self-emptying base stations.
- SharkNinja: Mass-market competitor with overlapping robot vacuum (AI Ultra), cordless stick, and upright portfolios; competes with Eureka at mid-tier price points in North American retail and DTC channels.
- Hoover: Long-standing US vacuum brand (since 1908) under Techtronic Industries; directly comparable heritage, broad multi-category portfolio (upright, stick, robot, carpet cleaner), and similar mid-range consumer positioning.
- Tineco: Ecodyson's sibling brand under parent Ecovacs/Eco-Supply; competes in smart cordless sticks (Pure One series) and floor washers (iFloor) with similar feature and price positioning to Eureka's ReactiSense and wet/dry lineup.
Emerging players
- Eufy (Anker Innovations): Anker's smart home brand with RoboVac and X-series robot vacuums; competes with Eureka in the value-to-mid-tier robot vacuum segment with strong DTC and Amazon presence.
Broad incumbents
- Dyson: Global premium appliance leader with cordless stick vacuums (V-series), robot vacuums (360 Heurist), and wet/dry cleaners—competes with Eureka across multiple categories but at higher average price points.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Eureka social profiles
Digital presenceEureka financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eureka leadership team
Management profileNumber of profiles
Profiles1 record
Eureka funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eureka M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Eureka
What does Eureka do?
Eureka designs, manufactures, and sells vacuum cleaners and floor care appliances spanning robot vacuums, cordless stick vacuums, upright vacuums, canister vacuums, wet/dry cleaners, and portable carpet cleaners. Its lineup includes premium AI-powered robot vacuums (J15 Max Ultra, J15 Ultra, J15 Evo Ultra) with proprietary features such as IntelliView AI 2.0 spill detection, 22,000 Pa suction power, FlexiRazor anti-hair tangle technology, LiDAR navigation, and self-cleaning base stations. Products are sold under the Eureka brand owned by Midea America Corp. through direct e-commerce, Amazon, and retail channels.
Is Eureka a public or private company?
Eureka is a private company. It is classified as corporate owned and is currently operating.
When was Eureka founded?
Eureka was founded in 1909. It employs 11 to 50 people.
Where is Eureka based?
Eureka is headquartered in Parsippany, United States, in the North America region.
How does Eureka make money?
One revenue line is on record: hardware Product Sales.
Who are Eureka's main competitors?
Direct peers on record are Dreame Technology, Bissell, Ecovacs Robotics, Roborock, iRobot, SharkNinja, Hoover and Tineco. Eufy (Anker Innovations) is listed as an emerging player. Dyson is listed as a broad incumbent.
Does Eureka have an API?
No public API is recorded for Eureka.
What industry is Eureka in?
Eureka's product category is Vacuum Cleaners. Its primary akta.pro industry code is CRACADAG, Home Cleaning Appliances Retail (Vacuums, Steam Mops), with a secondary code of CRACARAA, Robotic Vacuum & Floor Care Robots. Its NAICS code is 335210 and its SIC code is 3630.