Sugru
Sugru, founded around 2004–2009 by Jane Dhulchaointigh, invented mouldable glue that cures into silicone rubber for consumer DIY repairs. Now owned by tesa SE (Beiersdorf), it is branded 'Sugru by tesa' and distributed across European retail and e-commerce channels.
- Company typePrivate
- Founded2009
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Sugru does
Sugru is a consumer product brand that originated as an independent UK-based company founded by Jane Dhulchaointigh and Roger Ashby around 2004–2009, producing the world's first mouldable glue — a non-runny, non-toxic putty that cures into silicone rubber after 12–24 hours and bonds permanently to glass, ceramic, wood, metal, and plastics. The product is sold in single-use packets for fixing, bonding, repairing, sealing, reinforcing, mounting, and creative DIY use across household and crafting applications. The core technology is a proprietary silicone-curing formulation; the brand markets a 30-minute working window and claims waterproof, heat-/cold-resistant, and electrically insulating properties once cured.
Since acquisition by tesa SE (a Beiersdorf AG subsidiary), Sugru has been rebranded 'Sugru by tesa' and integrated into tesa's consumer repairing product line, alongside complementary tesa duct tapes, extra Power tapes, and Ultra Power Extreme repair tape. The go-to-market is direct-to-consumer via tesa's e-commerce shop and Amazon Germany, combined with retail distribution through German DIY chains OBI, Hornbach, and electronics retailer Conrad. The revenue model is one-time consumer product sales through these channels; marketing leverages the tesa DIY Magazine and the #mysugrufixes user-generated-content community campaign. The company is privately held within tesa SE, no longer raises independent funding, and operates as a sub-brand rather than a standalone entity.
Sugru firmographics
Firmographics- Name
- Sugru
- Legal name
- Sugru (a product brand of tesa SE)
- Website
- https://sugru.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Sugru, founded around 2004–2009 by Jane Dhulchaointigh, invented mouldable glue that cures into silicone rubber for consumer DIY repairs. Now owned by tesa SE (Beiersdorf), it is branded 'Sugru by tesa' and distributed across European retail and e-commerce channels.
- Ownership category
- akta.pro rank
Where Sugru is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Sugru business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Consumer Product Sales: One-time purchase model for the mouldable glue product sold in single-use packets. Revenue generated through direct-to-consumer sales via tesa's e-commerce platform and through distribution partnerships with major retailers including Amazon, Conrad, OBI, and Hornbach.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels2 records
Sugru product offering
Product offeringCore offering
Sugru is the world's first mouldable glue that turns into silicone rubber through a curing process. Sold in single-use packets, it is shaped by hand, bonds permanently to glass, ceramic, wood, metal, and plastics, and sets in 12-24 hours (up to 48 hours for load-bearing projects) into a waterproof, heat/cold-resistant, electrically insulating bond. The product targets consumers for fixing, bonding, repairing, sealing, reinforcing, and mounting without drilling.
Product overview
Sugru is a mouldable glue brand owned by tesa (a Beiersdorf company). The core product is the Sugru by tesa® Mouldable Glue, described as the world's first mouldable glue that turns into silicone rubber. The product portfolio also includes a range of related tesa® repair tape products such as duct tapes (BASIC, Duct Tape >60% Recycled Plastic), extra Power tapes (Transparent, Universal, Universal >60% Recycled Plastic), and the Ultra Power Extreme repair tape. These products form tesa's consumer repairing product line, with Sugru serving as the premium mouldable glue offering and the other tapes serving as complementary repair solutions.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Sets in 12-24 hours (up to 48 hours for load-bearing projects)
Companies that use Sugru
Customer profileSegments1 record
Ideal customer profiles1 record
Sugru technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Sugru partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and flagship.
- AmazoncoreAmazon serves as a key online retail partner for Sugru products, distributing through the Amazon Germany marketplace alongside other tesa products.
- ConradcoreConrad Electronics retail chain distributes Sugru through its German store locations and online platform.
- OBIcoreOBI, a leading German DIY retailer, stocks Sugru products in its brick-and-mortar stores and online channels.
- HornbachcoreHornbach, a major German DIY superstore chain, serves as a retail distribution partner for Sugru products.
- tesa SE (Parent Company)flagshipSugru was acquired by tesa SE, a Beiersdorf company. The product is now branded as 'Sugru by tesa' and integrated into tesa's consumer repair and DIY product portfolio. The new 'super formula' combines the benefits of the original and family-friendly formulas.
Recent moves6 records
Expansion highlights4 records
Sugru competitors and assessment
Company assessmentBroad incumbents
- 3M: 3M's consumer division includes Scotch adhesives, Command strips, and a broad range of repair and bonding products sold through the same retail channels as Sugru. Comparable as a diversified incumbent with overlapping DIY adhesive offerings.
- Henkel (Loctite / Pattex): Henkel is a global adhesives giant whose consumer brands (Loctite, Pattex, Pritt) cover super glues, epoxies, repair adhesives, and sealants across DIY and industrial markets. It is the most direct large-scale competitor to Sugru in the consumer repair adhesive category.
Regional players
- Selleys: Selleys (DuluxGroup, now part of Nippon Paint) is a leading consumer DIY adhesives and sealants brand in Australia and New Zealand with comparable product formats (sealants, repair putties, multipurpose adhesives). Comparable as a peer in the consumer repair adhesive category but operating in different geographies.
Emerging players
- C-Tec (CT1): C-Tec manufactures sealants and adhesives (CT1, BT1) targeted at both trade and DIY consumers. Comparable as an emerging specialist competing in mouldable/sealant formats overlapping with Sugru's repair-and-bond positioning.
Direct peers
- Gorilla Glue Company: Gorilla Glue is a leading consumer adhesives brand known for tough multi-surface glues, tapes, and epoxies targeted at DIY repair — the same end-customer and shelf-space as Sugru.
- Pattex (Henkel brand): Pattex is Henkel's mass-market consumer repair and DIY adhesive brand across Europe, offering sealants, super glues, and repair putties. Competes directly with Sugru for the same DIY repair shelf and use cases in Europe.
- Bostik (Blu-Tack): Bostik, part of Arkema, owns Blu-Tack and a broader portfolio of consumer mouldable adhesives and sealants. Directly comparable to Sugru as a mouldable/putty-style consumer adhesive brand with overlapping DIY and crafting use cases.
- UHU: UHU is a German consumer adhesives brand (also owned by Bolton Group) known for craft glues, universal adhesives, and epoxy putties sold through the same European DIY retailers (OBI, Hornbach) that distribute Sugru. A direct shelf competitor.
- JB Weld: JB Weld specializes in two-part epoxy putties and adhesives that consumers mould by hand before curing — a functionally analogous format to Sugru. Strong brand recognition among DIY and repair enthusiasts makes it a primary substitute.
- Soudal: Soudal is one of the world's largest independent sealant and adhesive manufacturers, with a strong consumer DIY product line (silicones, fix-all adhesives, repair putties). Highly comparable in product format and customer base to Sugru.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Sugru social profiles
Digital presenceSugru financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sugru leadership team
Management profileNumber of profiles
Profiles2 records
Sugru funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sugru 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 Sugru
What does Sugru do?
Sugru is the world's first mouldable glue that turns into silicone rubber through a curing process. Sold in single-use packets, it is shaped by hand, bonds permanently to glass, ceramic, wood, metal, and plastics, and sets in 12-24 hours (up to 48 hours for load-bearing projects) into a waterproof, heat/cold-resistant, electrically insulating bond. The product targets consumers for fixing, bonding, repairing, sealing, reinforcing, and mounting without drilling.
Is Sugru a public or private company?
Sugru is a private company. It is classified as corporate owned and is currently operating.
When was Sugru founded?
Sugru was founded in 2009. It employs 101 to 250 people.
Where is Sugru based?
Sugru is headquartered in London, United Kingdom, in the Europe region.
How does Sugru make money?
One revenue line is on record: consumer Product Sales.
Who are Sugru's main competitors?
Broad incumbents on record are 3M and Henkel (Loctite / Pattex). Selleys is listed as a regional player. C-Tec (CT1) is listed as an emerging player. Direct peers are Gorilla Glue Company, Pattex (Henkel brand), Bostik (Blu-Tack), UHU, JB Weld and Soudal.
Does Sugru have an API?
No public API is recorded for Sugru.