What Cherry GmbH does

Cherry GmbH, operating through its legal entity Cherry SE (a Munich-registered European public limited company), is a 72-year-old German-founded computer peripheral-device manufacturer with wholly-owned subsidiaries in Europe, the Americas, Hong Kong and China (Zhuhai Cherry Electronics Co., Ltd). Headquartered legally in Munich with manufacturing in Auerbach, the company builds mechanical keyboards, mice, desktop sets, headsets, microphones and accessories for office, gaming, healthcare and industrial end markets; its gaming activity sits under the CHERRY XTRFY sub-brand. Cherry sells consumer and prosumer hardware under the CHERRY and CHERRY XTRFY brands, alongside a specialized eHealth division that produces the ST-1506 terminal and PP-1516 PIN-Pad for Germany's Telematikinfrastruktur. The management board is led by CEO Rogier Volmer with COO Dr. Udo Streller and CFO Jurjen Jongma, with Marcel Stolk chairing the Supervisory Board.

Cherry's competitive position rests on a deep proprietary technology stack in input devices, anchored by the CHERRY MX mechanical switch family (MX, MX2A, MX Low Profile, MX Ultra Low Profile, MX Multipoint, MX Special) with 60+ years of continuous development and 100+ variants, supplemented by Tunnel Magnetoresistance (TMR) magnetic switches, Ultra-Wideband (UWB) wireless connectivity, scissor mechanism designs and the in-house ProScroll electromagnetic scroll wheel. The keyboard lineup spans Office, Gaming, Mechanical, Wireless, Wired, Multi-Device, Mac and Industrial categories; the mouse portfolio covers Office, Gaming, Wireless and Wired, with audio (headsets, UM and NGALE microphone series) and accessories (mousepads, covers) extending the surface area. A companion software stack (CHERRY TMS, CHERRY TI-Messenger, CHERRY KEYS, CHERRY UTILITY, CHERRY MagCrate) is delivered alongside the eHealth and peripheral lines. Product pricing is concentrated between €17.99 and €249.99, with a premium tier anchored by the STREAM DESKTOP ULTIMATE at €199.99 and the KW X ULP at €249.99; gaming peripherals under CHERRY XTRFY reach higher price points.

Revenue mechanics are predominantly one-time hardware sales through a multi-channel go-to-market: direct-to-consumer e-commerce (EU, DE, FR storefronts shipped via DHL), tier-1 distributors (Ingram Micro, Bechtle, BlueStar, Littlebit), major European retail chains (MediaMarkt, Saturn, Conrad, Cyberport), and, for eHealth products, specialized healthcare integrators (T-Systems International, CompuGroup Medical, Telekonnekt, Bechtle eHealth competence center, akquinet, and over 15 additional partners). Geographic coverage spans 25+ countries in Europe, North America (USA, Canada), Latin America (Brazil, Mexico) and Asia (China manufacturing). The CHERRY CARE and CHERRY CARE PLUS extended warranty subscriptions (1-5 year terms on ST-1506 terminals) represent the primary recurring revenue overlay; otherwise the model is one-time hardware sale. Customer segments divide into Office/Home Office (primary), Gaming, Healthcare/eHealth, and Industrial, with the eHealth business protected by Telematikinfrastruktur certification that constitutes a regulatory moat.

Name

Cherry GmbH

Legal name

Cherry SE

Website

https://cherry.de

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Cherry GmbH (operating as Cherry SE) is a German-founded manufacturer of computer input devices, including mechanical keyboards, mice, MX switches, and peripherals, with a specialized eHealth terminal division serving Germany's Telematikinfrastruktur and the CHERRY XTRFY gaming sub-brand.

Ownership category

akta.pro rank

Product category

Computer Peripherals

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Keyboards & Keypads (HDACAFAA)

Keywords

• Mechanical keyboard switches
• Computer input devices
• Gaming peripherals
• EHealth terminals
• Mechanical keyboards

Headquarters

HQ city

Auerbach In Der Oberpfalz

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Hardware Sales: Primary revenue stream from sale of keyboards, mice, desktop sets, headsets, microphones, and MX switches. Products are sold through direct e-commerce, distributors, and retail channels.
2. eHealth Solutions: Sale of eHealth terminals (ST-1506), PIN-Pads, and related healthcare devices for the German Telematikinfrastruktur. Includes related software services.
3. CHERRY CARE Extended Warranty: Extended warranty services (CHERRY CARE and CHERRY CARE PLUS) for eHealth products providing 1-3 year additional coverage.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels7 records

Core offering

Cherry GmbH (legal entity Cherry SE) designs, manufactures, and sells computer input devices including mechanical keyboards, mice, desktop sets, headsets, microphones, and proprietary MX mechanical switches under the CHERRY and CHERRY XTRFY brands. The company also produces eHealth terminals (ST-1506) and PIN-Pads for Germany's Telematikinfrastruktur healthcare network, and offers related software services such as the CHERRY TMS terminal management system, TI-Messenger, and CHERRY KEYS configuration software.

Product overview

Cherry GmbH is an international hardware technology company specializing in input devices and peripherals. The product portfolio is organized as a multi-category hardware platform with complementary software services. Core hardware includes mechanical keyboard switches (MX, MX2A series in STANDARD, SPECIAL, LOW PROFILE, ULTRA LOW PROFILE, and MULTIPOINT variants) which serve as foundational components across the keyboard lineup. The keyboard range spans Office, Gaming, Mechanical, Wireless, Wired, Multi-Device, Mac, and Industrial categories. Mouse products cover Office, Gaming, Wireless, and Wired segments. Desktop Sets bundle coordinated keyboards and mice. Audio products include Headsets and Microphones (UM Series, NGALE Series). Software offerings comprise CHERRY TMS (Terminal Management System for eHealth infrastructure), CHERRY TI-Messenger (secure healthcare communication), CHERRY KEYS (key remapping), CHERRY UTILITY, and CHERRY MagCrate. The healthcare division offers eHealth terminals (ST-1506) and PIN-Pads (PP-1516) for Germany's Telematikinfrastruktur. The gaming sub-brand CHERRY XTRFY provides specialized gaming peripherals including keyboards with UWB wireless technology and TMR magnetic switches, gaming mice, and headsets. The STREAM Series represents the premium office line featuring ProScroll technology, ergonomic design, and multi-device connectivity. Accessories include mousepads and covers.

Differentiator

Problem solved

Functional benefit

Brands

• CHERRY XTRFY: Specialized gaming brand focused on powerful and precise products for gamers
• CHERRY CARE
• CHERRY TMS
• CHERRY TI-Messenger
• CHERRY KEYS
• CHERRY UTILITY
• CHERRY MagCrate

Products and services

• CHERRY STREAM DESKTOP ULTIMATE Premium wireless keyboard and mouse desktop set with ProScroll electromagnetic scroll wheel technology, ergonomic design, and multi-device connectivity for professional and office environments.
• CHERRY STREAM MOUSE ULTIMATE Premium wireless mouse for professionals with ergonomic design, precision tracking, multi-device flexibility, and ProScroll electromagnetic wheel technology.
• CHERRY STREAM KEYBOARD ULTIMATE Premium wireless multi-device keyboard designed for office productivity with ergonomic design and quiet operation.
• CHERRY STREAM DESKTOP COMFORT Wireless keyboard and mouse desktop set designed for ergonomic and quiet office work.
• CHERRY KW X ULP 2.0 MINI Ultra-low-profile mechanical compact keyboard for demanding professional users.
• CHERRY KW 300 MX Compact hotswap mechanical keyboard with sound-dampened housing.
• CHERRY KC 500 MX LP Mechanical low-profile keyboard in slim design for office and professional use.
• CHERRY KC 500 MX LP TKL Compact tenkeyless mechanical low-profile keyboard in slim design.
• CHERRY KW 9200 MINI Rechargeable wireless multi-device compact keyboard.
• CHERRY KC 200 MX Minimalist mechanical keyboard with anodized aluminum surface.
• CHERRY MW 2200 Compact laptop mouse with Nano-USB receiver and transport pouch.
• CHERRY MX Mechanical Switches Proprietary mechanical keyboard switches sold as standalone components, available in STANDARD, SPECIAL, LOW PROFILE, ULTRA LOW PROFILE, and MULTIPOINT variants with multiple actuation forces and feedback types (linear, tactile, clicky).
• CHERRY MX2A Switches Next-generation proprietary mechanical keyboard switches with improved actuation and smoother keystrokes, available in multiple color variants.
• eHealth Terminal ST-1506 Touchscreen terminal for the German Telematikinfrastruktur, enabling healthcare professionals (doctors, hospitals, pharmacies, nursing homes) to access digital health services.
• eHealth PIN-Pad PP-1516 Card reader and signature pad for electronic health card (eHBA) authentication, designed for home office healthcare use.
• CHERRY XTRFY K63W Pro Compact Ultra-Wideband Gaming keyboard featuring Ultra-Wideband (UWB) wireless technology for ultra-low latency gaming connectivity.
• CHERRY XTRFY K5 Pro TMR Compact Gaming keyboard with TMR (Tunnel Magnetoresistance) magnetic switches for enhanced precision and customization.
• CHERRY XTRFY K33 Compact Wireless Compact wireless gaming keyboard with mem-chanical switches.
• CHERRY XTRFY M68 PRO Wireless Gaming Mouse Ultra-fast symmetric wireless gaming mouse for competitive gaming under the CHERRY XTRFY sub-brand.
• CHERRY NGALE X Microphone Professional USB and XLR microphone for content creation, recording, and streaming.
• CHERRY TMS (Terminal Management System) Software solution for remote administration and management of eHealth terminals in healthcare facilities connected to the German Telematikinfrastruktur.
• CHERRY TI-Messenger Secure digital messaging solution for communication within the German Telematikinfrastruktur healthcare network.
• CHERRY KEYS Software Software for customizable key remapping and macro programming on CHERRY keyboards.
• CHERRY CARE Extended Warranty Subscription-based extended warranty service for CHERRY eHealth products, available in CHERRY CARE (1-3 years) and CHERRY CARE PLUS (up to 5 years total) tiers.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

34 partnerships are on record, tiered core and minor.

• Ingram MicrocoreChannel Partner/ Reseller/ DistributorGlobal technology distributor reselling CHERRY products (keyboards, mice, switches) across Europe, Americas, and Asia-Pacific regions through their extensive channel network.
• BechtlecoreChannel Partner/ Reseller/ DistributorIT system house and reseller distributing CHERRY products throughout Germany, Austria, and other European markets with specialized IT expertise.
• BlueStarcoreChannel Partner/ Reseller/ DistributorValue-added distributor serving the Americas region with CHERRY products for enterprise and SMB customers.
• Littlebit TechnologycoreChannel Partner/ Reseller/ DistributorDistributor for Austria and Netherlands markets, specializing in office peripherals and CHERRY products.
• T-Systems International GmbHcoreImplementation/ SI/ Consulting PartnerMajor German IT services provider integrating CHERRY eHealth terminals into the Telematikinfrastruktur for healthcare facilities across Germany.
• Telekonnekt GmbHcoreImplementation/ SI/ Consulting PartnerSpecialized integrator for telemedicine and telematics infrastructure solutions, distributing CHERRY eHealth products in Germany.
• CompuGroup Medical Deutschland AGcoreImplementation/ SI/ Consulting PartnerLeading healthcare software provider integrating CHERRY eHealth terminals with medical practice management systems.
• DGN Deutsches Gesundheitsnetz Service GmbHminorImplementation/ SI/ Consulting PartnerGerman healthcare network service provider for eHealth terminal integration and support.
• akquinet data center competence GmbHminorImplementation/ SI/ Consulting PartnerIT services provider offering CHERRY eHealth terminal integration and secure delivery chain services.
• VisionCare GmbHminorImplementation/ SI/ Consulting PartnerCare sector integrator for nursing homes and care facilities using CHERRY eHealth terminals.
• Bechtle GmbH & Co. KG (eHealth)coreImplementation/ SI/ Consulting PartnerIT system house with dedicated eHealth/telematics competence center for CHERRY healthcare product integration.
• Concat AGminorImplementation/ SI/ Consulting PartnerIT solutions provider offering CHERRY TMS integration services for healthcare facilities.
• Keybo.de HammerlminorChannel Partner/ Reseller/ DistributorSpecialized dealer for healthcare IT and CHERRY eHealth products in the Pegnitz region.
• think about IT GmbHminorImplementation/ SI/ Consulting PartnerIT services provider for eHealth terminal integration in the Frankfurt area.
• VIA DA VINCI.dialog GmbHminorChannel Partner/ Reseller/ DistributorOnline shop operator for eHealth terminals and related products.
• ZEMO EDV Handels GmbHminorChannel Partner/ Reseller/ DistributorIT hardware distributor for CHERRY eHealth products in the Passau region.
• Samhammer AGminorImplementation/ SI/ Consulting PartnerIT services provider offering CHERRY eHealth product integration in the Weiden region.
• Deutscher Ärzteverlag GmbHminorChannel Partner/ Reseller/ DistributorMedical publisher operating online shop for CHERRY eHealth products targeting physicians.
• DocCheckminorChannel Partner/ Reseller/ DistributorHealthcare e-commerce platform selling CHERRY eHealth products to medical professionals.
• medplus Medizintechnik GmbHminorChannel Partner/ Reseller/ DistributorMedical technology distributor for CHERRY eHealth products in the Radeberg region.
• Praxisdienst GmbH & Co. KGminorChannel Partner/ Reseller/ DistributorMedical supplies e-commerce platform offering CHERRY eHealth terminals.
• I-Motion GmbHminorImplementation/ SI/ Consulting PartnerMotion solutions integrator for CHERRY eHealth terminal deployment in healthcare facilities.
• Card Assist CA GmbHminorImplementation/ SI/ Consulting PartnerCard and authentication solutions provider for CHERRY eHealth products in Berlin.
• Concat TMS by CHERRYcoreStrategic or Co-development PartnerJoint TMS (Terminal Management System) solution offered through Concat AG partnership for centralized healthcare terminal management.
• akquinet health service GmbHminorImplementation/ SI/ Consulting PartnerHealthcare IT services provider offering CHERRY TMS integration and support.
• eHealth Experts GmbHminorImplementation/ SI/ Consulting PartnereHealth specialists offering CHERRY product integration and consulting services.
• LCE Medical IT GmbHminorImplementation/ SI/ Consulting PartnerMedical IT services provider for CHERRY TMS and eHealth solutions in the Chemnitz region.
• MediaMarktcoreChannel Partner/ Reseller/ DistributorMajor consumer electronics retail chain with extensive presence across Europe selling CHERRY consumer products.
• Conrad Electronic SEcoreChannel Partner/ Reseller/ DistributorGerman electronics retailer and online shop distributing CHERRY products to consumers and businesses.
• DHLcoreOthersPrimary logistics partner for shipping CHERRY e-commerce orders from their German warehouse.
• PayPalcoreTechnology or IntegrationPayment processing integration for CHERRY e-commerce transactions.
• Visa EuropecoreTechnology or IntegrationPayment card network integration for CHERRY e-commerce transactions.
• MastercardcoreTechnology or IntegrationPayment card network integration for CHERRY e-commerce transactions.
• American ExpresscoreTechnology or IntegrationPayment card network integration for CHERRY e-commerce transactions.

Scale indicators2 records

Recent moves6 records

Expansion highlights7 records

Regional players

• IGEL Technology: German endpoint OS and thin-client specialist with healthcare (and other regulated verticals) focus. Adjacent to CHERRY's industrial/ruggedized keyboard and eHealth terminal offerings for German regulated environments.

Emerging players

• Cooler Master: Taiwan-based PC components and gaming peripherals maker. Overlap with CHERRY on mechanical gaming keyboards and PC-adjacent accessories, though broader PC cooling/chassis focus makes this a partial peer.

Direct peers

• Corsair Gaming: US-based gaming and streaming peripherals plus components. Overlaps with CHERRY in mechanical gaming keyboards, gaming mice, and headsets, with a comparably broad enthusiast channel presence.
• Razer: Singapore-based gaming peripherals and lifestyle hardware company. Direct competitor to CHERRY XTRFY in gaming keyboards, mice, and headsets, with a strong software/synapse ecosystem and esports presence.
• SteelSeries: Danish gaming peripherals maker (keyboards, mice, headsets). Closely comparable to CHERRY on geography (Nordic/Germanic engineering heritage) and gaming-keyboard focus, with strong esports sponsorship and proprietary switch designs.
• Turtle Beach (ROCCAT): Gaming headsets and PC peripherals (including the ROCCAT brand for keyboards and mice). Comparable in the gaming segment with overlapping keyboard and headset product lines.
• Logitech: Swiss global leader in computer peripherals (keyboards, mice, webcams, headsets). The most direct competitor to CHERRY across office, gaming (Logitech G), and broader input devices, with similar channel breadth and substantially larger scale.
• Keychron: Hong Kong-based mechanical keyboard specialist. Direct competitor in the enthusiast and prosumer mechanical-keyboard category, sourcing CHERRY MX switches in many SKUs while also offering alternatives.
• HyperX (HP Gaming): HP-owned gaming peripherals brand (keyboards, mice, headsets). Overlaps with CHERRY XTRFY on gaming keyboards and headsets, with strong retail and OEM PC partner distribution.

Others

• CompuGroup Medical: German healthcare software provider that is also a CHERRY distribution/integration partner for eHealth terminals. Comparable as an ecosystem participant in the German Telematikinfrastruktur market where CHERRY sells its ST-1506 terminals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/org_cherry
• YouTubeyoutube.com/c/CHERRY_ORG
• Facebookfacebook.com/ORG.CHERRY
• LinkedInlinkedin.com/company/cherry-gmbh
• Instagraminstagram.com/cherry_original
• TikToktiktok.com/@org_cherry

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cherry GmbH