CREATE
CREATE (WOODS & GO DESIGN, S.L.) is a Spain-based, privately held online retailer of designer home appliances serving residential consumers across 9 European countries via localized e-commerce sites, the Create App, and three Spanish retail stores, with a portfolio spanning IoT-enabled ceiling fans, kitchen and climate appliances, and lifestyle products.
- Company typePrivate
- Founded2017
- HeadquartersMadrid, Spain
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What CREATE does
CREATE (legal entity: WOODS & GO DESIGN, S.L.) is a Spain-based, privately held online retailer of designer home appliances founded in 2017 and registered in Valencia. The company sells a broad hardware portfolio through its own e-commerce sites (create-store.com plus localized country stores for the UK, Germany, France, Italy, the Netherlands, Poland, Portugal, and Belgium) and three physical retail stores in Spain (Gran Vía Madrid, La Vaguada Madrid, and Marineda City A Coruña). Its catalog spans ceiling fans (WIND series including CALM, STYLANCE NATURAL WOOD, CLEAR variants with retractable transparent blades, LITE outdoor-rated, and others), kitchen appliances (THERA coffee machines, AIR FRYER STUDIO CRYSTAL, retro kettles and toasters, milk frothers, ice cream and slush makers, BBQs), climate control devices (WARM heaters and towel rails), refrigerators (FRIDGE STYLANCE), and adjacent lifestyle categories including a TV (TV Art Matte 55") and aluminium luggage.
Product technology centers on smart-home IoT integration: WiFi-enabled ceiling fans, heaters, and towel rails are controllable through the proprietary Create App, which supports device scheduling, family member sharing, and voice control via Alexa and Google Home. Differentiated engineering features include silent 40W DC motors with summer/winter functions and 6-speed settings, retractable transparent blades, and FSC-certified wood sourcing on certain fan SKUs. Certifications include CE marking and RoHS for electrical compliance.
The business model is direct-to-consumer hardware sales with pricing from approximately £99.95 to £249.95 (e.g., ceiling fans £104.95–£249.95), a 5% in-app discount voucher, and Klarna "Pay in 3 / Pay in 30 days" installment financing offered on the UK store. The go-to-market is product-led e-commerce complemented by retail showrooms and a multi-channel social presence (Facebook, Instagram, Pinterest, LinkedIn, YouTube, TikTok) with localized accounts. Revenue is generated one-time on hardware purchases; no subscription or SaaS revenue line exists. Headcount is 100+ across offices in Madrid and Valencia with a logistics center in Beniarjò, and the company operates without disclosed external funding.
CREATE firmographics
Firmographics- Name
- CREATE
- Legal name
- WOODS & GO DESIGN, S.L.
- Website
- https://create-store.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CREATE (WOODS & GO DESIGN, S.L.) is a Spain-based, privately held online retailer of designer home appliances serving residential consumers across 9 European countries via localized e-commerce sites, the Create App, and three Spanish retail stores, with a portfolio spanning IoT-enabled ceiling fans, kitchen and climate appliances, and lifestyle products.
- Ownership category
- akta.pro rank
CREATE industry classification
Industry- Product category
- Designer Home Appliances
- NAICS
- Electronics and Appliance Retailers (4492)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Electric Housewares & Fans (3634)
- akta.pro primary industry
- Smart Appliances & Connected Kitchen/Laundry Retail (CRACAGAG)
- akta.pro secondary industry
- HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers) (CRACACAE)
Keywords
Where CREATE is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices5 records
Markets served
CREATE business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- E-commerce Product Sales: Direct online sales of designer home appliances through create-store.com and localized European country websites. Revenue generated through one-time product purchases with optional financing through Klarna.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Ceiling fans ranging from £119.95 to £249.95 |
| Other | Pay-as-you-go | 5% app discount for mobile shoppers |
| Transaction based/ take rate | Pay-as-you-go | Klarna Pay in 3 / Pay in 30 days financing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
CREATE product offering
Product offeringCore offering
CREATE designs, manufactures, and sells designer home appliances — primarily ceiling fans, smart heaters, and connected kitchen and climate-control devices — sold under its own brand. Products are app-enabled through the Create App for remote control and smart-home integration, and distributed across multiple European countries via owned e-commerce sites and physical retail stores.
Product overview
CREATE (WOODS & GO DESIGN, S.L.) is an online designer home appliance retailer based in Spain, operating across multiple European markets including the UK, Germany, France, Italy, Netherlands, Poland, and Portugal. The company sells a comprehensive portfolio of designer home appliances spanning multiple categories: ceiling fans (WIND series including CALM, STYLANCE NATURAL WOOD, CLEAR STUDIO, CLEAR RATTAN, LITE, MODERN, LARGE, CUP, and LAMP), kitchen appliances (THERA coffee machines, air fryers, kettles, toasters, milk frothers, ice cream makers, slush machines, and barbecues), climate control devices (WARM heaters, towel rails, and portable air conditioners), home appliances (retro refrigerators, robot vacuum cleaners), personal care items (hair stylers, LED facial massagers), and lifestyle products (smart TVs, travel suitcases). The company operates a proprietary Create App for smart home device control with Alexa and Google Home integration, recipe discovery, and online shopping. Physical retail presence includes three stores in Spain (Gran Vía and La Vaguada in Madrid, Marineda City in A Coruña), with online delivery available across Europe.
Differentiator
Problem solved
Functional benefit
Products and services
- Designer Ceiling Fans Premium designer ceiling fans with energy-efficient DC motors and integration with the Create App for smart-home control; targeted at design-conscious European residential consumers.
- Smart Heaters Connected electric heaters with designer aesthetic and remote app control via the Create App; targeted at European homeowners seeking integrated climate control.
- Smart Kitchen Appliances Connected kitchen appliances carrying the CREATE design language, controllable via the Create App; targeted at design-conscious European consumers outfitting modern kitchens.
- Create App Proprietary mobile application providing unified smart-home control of CREATE appliances (fans, heaters, kitchen devices); targeted at owners of CREATE products in Europe.
Quantifiable outcome
- 18%-31% improvement in diesel fuel economy mentioned in unrelated context - CREATE products not directly involved
- +1 more outcomes
Companies that use CREATE
Customer profileSegments2 records
Ideal customer profiles1 record
CREATE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
CREATE partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Femto Green Hydrogen Ltd.minorFemto Green Hydrogen Ltd., an India-based R&D company focused on decarbonization solutions, has engaged in research partnership discussions with CREATE at Purdue University. Dr. Manoj Patankar, Director of CREATE, has been evaluating Femto's proprietary technology for three years. Field trials on school buses in Carmel, Indiana demonstrated 18%-31% improvement in diesel fuel economy with measurable emission reductions.
Scale indicators5 records
Recent moves6 records
Expansion highlights7 records
CREATE competitors and assessment
Company assessmentDirect peers
- Dyson: Premium designer home appliance brand with proprietary engineering in fans, heaters, air purifiers, and hair care — directly comparable to CREATE's ceiling fan and smart-climate positioning, including app-controlled WiFi devices.
- SMEG: Italian designer home appliance maker famous for retro refrigerators, kettles, toasters, and small kitchen appliances — overlaps directly with CREATE's retro fridge, kettle, and toaster lines and similar design-led premium pricing.
- De'Longhi: Specialist in espresso machines, coffee makers, and home climate comfort — directly comparable to CREATE's THERA coffee machines and WARM heater/towel rail lines.
- Wayfair: Large online home goods retailer with broad assortment including appliances and home furnishings — comparable DTC e-commerce model targeting home-interior consumers across multiple countries.
- Dualit: British designer kitchen appliance maker known for premium toasters, kettles, and coffee equipment — comparable to CREATE's TOAST RETRO, KETTLE RETRO, and THERA lines in UK and EU markets.
- Hunter Fan Company: Largest US ceiling fan manufacturer with both functional and designer lines — directly comparable to CREATE's WIND series which is the brand's flagship category.
- Krups (SEB Group): European small kitchen appliance brand under SEB, offering espresso machines, blenders, kettles, and toasters — overlaps with CREATE's kitchen portfolio.
Broad incumbents
- Bosch (BSH Hausgeräte): Europe's largest home appliance manufacturer across major and small appliances, with deep retail penetration and strong brand — represents the broad incumbent CREATE competes against for shelf- and mind-share.
Emerging players
- West Elm: Design-led home furnishings retailer expanding into kitchen and small appliances — adjacent comparison for CREATE's design-driven, premium-positioned retail model.
Regional players
- Appliances Direct: UK-focused online retailer of major and small home appliances — comparable online-only e-commerce model in one of CREATE's key European markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
CREATE social profiles
Digital presenceCREATE compliance and trust
Trust signalCompliance3 records
CREATE financial estimates
Financial estimateRevenue estimate
Valuation estimate
CREATE leadership team
Management profileNumber of profiles
CREATE subsidiaries and ownership
Company hierarchySubsidiaries1 record
CREATE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CREATE 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 CREATE
What does CREATE do?
CREATE designs, manufactures, and sells designer home appliances — primarily ceiling fans, smart heaters, and connected kitchen and climate-control devices — sold under its own brand. Products are app-enabled through the Create App for remote control and smart-home integration, and distributed across multiple European countries via owned e-commerce sites and physical retail stores.
Is CREATE a public or private company?
CREATE is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CREATE founded?
CREATE was founded in 2017. It employs 11 to 50 people.
Where is CREATE based?
CREATE is headquartered in Madrid, Spain, in the Europe region.
How does CREATE make money?
One revenue line is on record: E-commerce Product Sales.
Who are CREATE's main competitors?
Direct peers on record are Dyson, SMEG, De'Longhi, Wayfair, Dualit, Hunter Fan Company and Krups (SEB Group). Bosch (BSH Hausgeräte) is listed as a broad incumbent. West Elm is listed as an emerging player. Appliances Direct is listed as a regional player.
Does CREATE have an API?
No public API is recorded for CREATE.
What industry is CREATE in?
CREATE's product category is Designer Home Appliances. Its primary akta.pro industry code is CRACAGAG, Smart Appliances & Connected Kitchen/Laundry Retail, with a secondary code of CRACACAE, HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers). Its NAICS code is 4492 and its SIC code is 5700.