Thermacell Europe AB
Thermacell Europe AB is the European sales arm of Thermacell Repellents, Inc., selling EPA-registered, heat-activated spatial mosquito repellent devices and tick control products to consumers across 30+ countries via retail, e-commerce, and a refill subscription model.
- Company typePrivate
- Founded1999
- HeadquartersGöteborg, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Thermacell Europe AB does
Thermacell Europe AB is a Swedish-registered sales entity (Göteborg, founded 2016) that operates as the European arm of Thermacell Repellents, Inc., a Bedford, Massachusetts-based consumer goods company founded in 1999 that invented the heat-activated spatial mosquito repellent category. The company's flagship ActiveShield™ Technology uses a heat-activated device to vaporize synthetic pyrethroids (metofluthrin and allethrin) into a 20-foot invisible zone of mosquito protection, eliminating the need for skin-applied sprays. Its product portfolio spans four categories: rechargeable repellers (E-series, e.g., E65 at $39.99), fuel-powered repellers (butane MR/Fuel-ZoneGuard series), the LIV smart installed mosquito system (whole-yard coverage of up to 3,140 sq. ft. per hub, app-controlled), and Tick Control Tubes that target ticks on mice as an alternative to yard sprays. Underlying products include USA-designed and assembled hardware, with a dedicated Science & Research facility in Hampton, FL and a manufacturing/distribution center in Buford, GA (OneBuford).
Thermacell operates a product-led, hybrid distribution model combining broad US retail penetration (Amazon, Walmart, Target, REI, Bass Pro, Cabela's, Academy Sports, Dick's Sporting Goods, Sam's Club, Meijer) with direct-to-consumer e-commerce through Thermacell.com and a refill subscription program (5% savings, 1-3 month delivery). The LIV system is sold and installed through a certified Thermacell Professionals network, and the company runs a wholesale partner program plus an Impact-powered affiliate program. Revenue is generated primarily through hardware sales and recurring consumable (refill mat and fuel cartridge) sales. The company claims #1 market share in zone mosquito repellents in the US (Nielsen, 52 weeks ending 8/31/2024) and reports tens of millions of devices sold in 30+ countries. Customer segments span outdoor enthusiasts (campers, hikers), homeowners seeking patio protection, hunters/anglers needing scent-free defense, pet owners concerned about tick-borne disease, and commercial/hospitality buyers (resorts, restaurants). The leadership team is led by CEO Christian Gradlmuller, with a full C-suite (CFO Mark Dahms, COO Rebecca Holt, CMO Scott Utke) and functional VPs across North American sales, R&D, international, and people/culture, supported by a Great Place To Work Certified and Fortune Best Workplaces-recognized workforce.
Thermacell Europe AB firmographics
Firmographics- Name
- Thermacell Europe AB
- Legal name
- Thermacell Repellents, Inc.
- Website
- https://thermacell.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Thermacell Europe AB is the European sales arm of Thermacell Repellents, Inc., selling EPA-registered, heat-activated spatial mosquito repellent devices and tick control products to consumers across 30+ countries via retail, e-commerce, and a refill subscription model.
- Ownership category
- akta.pro rank
Thermacell Europe AB industry classification
Industry- Product category
- Consumer Insect Repellents
- NAICS
- Pesticide and Other Agricultural Chemical Manufacturing (32532)
- SIC
- Agricultural Chemicals (2870)
- akta.pro primary industry
- Insect Repellents (Topical & Spatial) (CRAJAHAD)
- akta.pro secondary industries
- Insect & Pest Control (Indoor/Outdoor Insecticides, Repellents, Traps) (CRADAKAJ), Household Insecticide Aerosols & Sprays (CRAJAHAA)
Keywords
Where Thermacell Europe AB is headquartered
LocationHeadquarters
- HQ city
- Göteborg
- HQ country
- Sweden
- HQ region
- Europe
Offices3 records
Markets served
Thermacell Europe AB 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
- Hardware Sales: Sale of portable, rechargeable, and fuel-powered mosquito repellent devices. Products include E-series rechargeable repellers, MR-series fuel-powered repellers, LIV installed systems, Patio Shield products, and Lanterns.
- Refill Sales: Recurring sales of replacement repellent mats and fuel cartridges for portable devices. Subscription program offers 5% discount with automated delivery every 1-3 months.
- Tick Control Products: Sale of Tick Control Tubes targeting ticks on mice in residential yards, positioned as an environmentally friendly alternative to sprays or granules.
- Professional Installation Services: LIV installed mosquito repellent systems sold and installed through certified professional partner network.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | E65 Rechargeable Mosquito Repeller + Fast Charging Dock |
| Subscription | Monthly | Refill Subscription Program |
| Transaction based/ take rate | Pay-as-you-go | Amazon Prime Day Deals |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels6 records
Thermacell Europe AB product offering
Product offeringCore offering
Thermacell Europe AB distributes and sells Thermacell-branded mosquito and tick repellent consumer products across European markets. The product portfolio spans rechargeable lithium-ion powered repellers, butane fuel-powered portable repellers, the LIV smart installed repellent system (controllable via smartphone app), Tick Control Tubes, and consumable refills (repellent mats and fuel cartridges). All products are built on the proprietary ActiveShield heat-activated technology that disperses synthetic pyrethroids to create a 20-foot invisible zone of protection around outdoor spaces.
Differentiator
Problem solved
Functional benefit
Brands
- Fuel-ZoneGuard: Fuel-powered mosquito repeller product line using butane cartridges
- E-ZoneGuard
- LIV
- ActiveShield
- ZoneCheck
Quantifiable outcome
- 86% perceived effectiveness among users of zone mosquito repellent devices
- +3 more outcomes
Companies that use Thermacell Europe AB
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles3 records
Thermacell Europe AB technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Thermacell Europe AB partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered major and minor.
- Convoy of HopemajorThermacell donated 150,000 zone mosquito repeller devices valued at over $4 million to Convoy of Hope for disaster relief efforts. The donation supports hurricane and severe weather-affected regions in the US where standing water creates ideal mosquito breeding grounds. Convoy of Hope integrates the devices into their disaster relief operations to protect survivors and volunteers.
- European Outdoor Conservation Association (EOCA)minorThermacell supports the European Outdoor Conservation Association, a non-profit combining efforts of European outdoor industry companies to protect, conserve, and restore threatened wild landscapes and habitats. With over 160 member companies involved in 125 conservation projects worldwide.
- SC Johnson (historical)majorHistorical partnership: SC Johnson approached Thermacell's founder Bill Schawbel to solve mosquito problems. For four years, Bill's development team led by Jim Bonnema worked with SC Johnson to perfect the heat-activated mosquito repellent device. SC Johnson wanted to delay launch for additional market research, leading Thermacell to go to market alone under the Thermacell name in 1999.
Scale indicators8 records
Recent moves10 records
Expansion highlights5 records
Thermacell Europe AB competitors and assessment
Company assessmentBroad incumbents
- SC Johnson (OFF! brand): SC Johnson's OFF! is the dominant US insect repellent brand and historically co-developed Thermacell's heat-activated technology. Competes across topical repellents and adjacent spatial formats with much larger CPG scale.
- Spectrum Brands (Cutter, Repel): Spectrum Brands owns Cutter and Repel, the leading US spray and lotion repellent brands. Competes with Thermacell for outdoor-enthusiast share with broader CPG portfolio and stronger mass-market distribution.
Direct peers
- Sawyer Products: Sawyer makes insect repellents and outdoor protection gear popular with hikers, hunters, and campers — the same core end-customer as Thermacell. Sells topical repellents plus wearable spatial formats.
- Woodstream Corporation (Mosquito Magnet): Woodstream's Mosquito Magnet is a propane-powered outdoor mosquito trap system competing directly with Thermacell's fuel-powered and LIV installed systems for whole-yard protection.
- Dynatrap: Dynatrap manufactures indoor and outdoor insect trap systems using UV light and CO2, directly competing with Thermacell's spatial and installed mosquito protection solutions for homeowners.
- PIC Corporation: PIC Corporation makes handheld and area mosquito repellent devices and traps, overlapping with Thermacell's portable and patio-zone product lines.
Regional players
- Coleman (Newell Brands): Coleman is the dominant outdoor/camping brand whose consumers overlap heavily with Thermacell's outdoor enthusiasts. Sells citronella-based repellent products within a broader outdoor lifestyle portfolio.
Emerging players
- Coghlan's: Coghlan's makes a range of camping and outdoor accessories including insect repellent products (citronella candles, wristbands). Competes at the entry level with Thermacell in outdoor retail channels.
- Bug Soother / Crystal Clear (natural repellent brands): Bug Soother and similar plant-based repellent brands target the natural/green consumer segment that could erode Thermacell's synthetic-pyrethroid positioning. Closely tracks Thermacell's outdoor use cases.
- Ecosmart / EcoHealth (natural pest control): EcoHealth and Ecosmart make natural/essential-oil-based pest control products for residential and yard use, competing for the same homeowner and outdoor lifestyle consumer with a different formulation story.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Thermacell Europe AB social profiles
Digital presenceThermacell Europe AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
Thermacell Europe AB leadership team
Management profileNumber of profiles
Profiles13 records
Thermacell Europe AB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Thermacell Europe AB 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 Thermacell Europe AB
What does Thermacell Europe AB do?
Thermacell Europe AB distributes and sells Thermacell-branded mosquito and tick repellent consumer products across European markets. The product portfolio spans rechargeable lithium-ion powered repellers, butane fuel-powered portable repellers, the LIV smart installed repellent system (controllable via smartphone app), Tick Control Tubes, and consumable refills (repellent mats and fuel cartridges). All products are built on the proprietary ActiveShield heat-activated technology that disperses synthetic pyrethroids to create a 20-foot invisible zone of protection around outdoor spaces.
Is Thermacell Europe AB a public or private company?
Thermacell Europe AB is a private company. It is classified as corporate owned and is currently operating.
When was Thermacell Europe AB founded?
Thermacell Europe AB was founded in 1999. It employs 51 to 100 people.
Where is Thermacell Europe AB based?
Thermacell Europe AB is headquartered in Göteborg, Sweden, in the Europe region.
How does Thermacell Europe AB make money?
Four revenue lines are on record. Hardware Sales are the primary driver. The others are refill Sales, tick Control Products and professional Installation Services.
Who are Thermacell Europe AB's main competitors?
Broad incumbents on record are SC Johnson (OFF! brand) and Spectrum Brands (Cutter, Repel). Direct peers are Sawyer Products, Woodstream Corporation (Mosquito Magnet), Dynatrap and PIC Corporation. Coleman (Newell Brands) is listed as a regional player. Emerging players are Coghlan's, Bug Soother / Crystal Clear (natural repellent brands) and Ecosmart / EcoHealth (natural pest control).
Does Thermacell Europe AB have an API?
No public API is recorded for Thermacell Europe AB.
What industry is Thermacell Europe AB in?
Thermacell Europe AB's product category is Consumer Insect Repellents. Its primary akta.pro industry code is CRAJAHAD, Insect Repellents (Topical & Spatial), with a secondary code of CRADAKAJ, Insect & Pest Control (Indoor/Outdoor Insecticides, Repellents, Traps). Its NAICS code is 32532 and its SIC code is 2870.