BERNINA International AG

What BERNINA International AG does

BERNINA International AG is a privately held, family-owned Swiss corporation founded in 1893 that designs and manufactures premium sewing, quilting, and embroidery machines. The company operates a platform-plus-modules product architecture spanning multiple series: the 9 Series flagship (BERNINA 990 at $24,999), 8 Series, 7 Series, 5 Series, 4 Series, and 3 Series sewing machines, the Q Series longarm quilting machines (with Q-matic automation), L Series overlockers/sergers/coverstitch machines, the E 16 PRO multi-needle embroidery machine, the BERNINA Embroidery Software 9 software suite (DesignerPlus and Creator), WiFi connectivity and the BERNINA Stitchout App, and a deep accessories catalog of 100+ presser feet, embroidery hoops, stitch plates, and furniture. Core proprietary technologies include the BERNINA Hook System (with 9mm stitch width), BERNINA Adaptive Thread Tension, BERNINA Dual Feed, BISR (Integrated Stitch Regulator), Pinpoint BERNINA Laser, BERNINA Placement Scanner, and stitchprecision2 technology. The company generates revenue primarily from hardware sales (with ASPs ranging from $1,499 for entry-level bernette to $24,999 for the flagship 990), supplemented by accessories, one-time licensed software, financing revenue share through the BERNINA Credit Card powered by Synchrony, and recurring warranty/service plans.

BERNINA distributes products through a hybrid go-to-market model. Its primary channel is a global authorized dealer network of more than 2,000 BERNINA Stores operating in 80+ countries, with 400+ dealers in the United States. Dealers provide in-person demonstrations, classes, and repair services that are central to the brand's premium positioning. Direct-to-consumer channels include the BERNINA e-commerce storefront (shop.berninausa.com), the customer portal hosted on Microsoft Azure, and Salesforce Marketing Cloud–powered email and newsletter marketing. The company conducts National Events and Shows, webinars, and the BERNINA StitchWise and BIG Books educational content programs to drive engagement. Financial partnership with Synchrony Financial (BERNINA Credit Card with 6/12/18-month 0% APR promotional and 72-month 3.99% APR long-term financing) lowers purchase friction for premium machines. Recent strategic activities include the March 2026 exclusive licensing partnership with Warner Bros. Discovery Global Consumer Products (launching the bernette b79 Harry Potter limited-edition machine), a 2025 collaboration with Liberty London, and an aggressive product refresh across the 7 Series PRO lineup and the new L6 Series overlockers.

BERNINA serves hobbyist and enthusiast home sewists, quilters, and embroiderers across the skill spectrum, with mid-market positioning for professional quilters and garment sewists and a small industrial textiles footprint through its overlock market presence. The company is headquartered in Switzerland and operates BERNINA of America as its primary US subsidiary, along with wholly-owned sister companies Benartex (fabric) and OESD (embroidery designs), and the bernette entry-level sub-brand. Customer concentration risk is low given the long-tail consumer base spanning tens of thousands of individual buyers served through the dealer network.

Name

BERNINA International AG

Legal name

BERNINA International AG

Website

https://bernina.com

Company type

Private

Founded year

1893

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

BERNINA International AG is a privately held Swiss manufacturer of premium sewing, quilting, and embroidery machines, serving home sewists, quilters, and embroiderers through 2,000+ authorized dealers across 80+ countries.

Ownership category

akta.pro rank

Product category

Home Sewing and Embroidery Machines

NAICS

Sewing, Needlework, and Piece Goods Retailers (45913), Cutlery and Handtool Manufacturing (3322), Fastener, Button, Needle, and Pin Manufacturing (339993)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Garment Care Appliances Retail (Irons, Steamers, Sewing Machines) (CRACADAH)

akta.pro secondary industry

Sewing Machine & Serger Retail (CRALADAD)

Keywords

• Sewing machines
• Embroidery machines
• Quilting machines
• Overlocker serger machines
• Embroidery design software

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Sewing and Embroidery Machines: BERNINA generates primary revenue from the sale of premium sewing machines, embroidery machines, overlockers/sergers, and quilting machines across multiple series (3-9 Series, Q Series). Products range from entry-level machines ($1,499) to premium flagship models ($24,999).
2. Accessories and Presser Feet: Sale of specialized accessories including presser feet, stitch plates, bobbin cases, embroidery hoops and adapters, needles, and specialized attachments for various sewing applications.
3. Embroidery Software: Revenue from BERNINA Embroidery Software 9 (DesignerPlus and Creator versions), V9 WiFi Device, DesignWorks, and BERNINA Toolbox software products.
4. Financing Services: BERNINA Credit Card program powered by Synchrony generates revenue through financing charges on installment purchases, with promotional periods offering 0% interest and longer-term financing at 3.99% APR.
5. Extended Warranties and Service Plans: Warranty services and dealer-provided wellness offerings for ongoing machine maintenance and repair.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

BERNINA International AG designs, manufactures, and sells premium sewing, quilting, embroidery, and overlocker/serger machines under the BERNINA and bernette brands, complemented by embroidery design software, accessories, presser feet, and educational content. Products span entry-level to flagship tiers (priced from $1,499 to $24,999) and are sold primarily through a global network of 2,000+ authorized dealers plus an owned e-commerce storefront and a Synchrony-powered financing program.

Product overview

BERNINA International AG is a Swiss premium sewing machine manufacturer founded in 1893, offering a platform-plus-modules product architecture. The core platform consists of sewing machines across multiple series (9 Series, 8 Series, 7 Series, 5 Series, 4 Series, 3 Series) ranging from the flagship BERNINA 990 to entry-level models like the 325 and 335, alongside specialized quilting machines (BERNINA Q Series on Frame and Sit Down), embroidery machines (BERNINA E 16 PRO), and overlockers/sergers (L Series including L 890, L 860, L 850, L 660, L 460, L 450, and L 620). The portfolio includes software add-ons (BERNINA Embroidery Software 9 DesignerPlus, BERNINA Embroidery Software 9 Creator, BERNINA V9 WiFi Device), the bernette sub-brand for entry-level markets, longarm quilting automation (BERNINA Q-matic), accessories (presser feet, embroidery hoops, stitch plates, furniture), and digital services (BERNINA Stitchout App). Recent collaborations include the bernette b79 Harry Potter limited-edition machine with Warner Bros. Discovery and Liberty Edition products with Liberty London. BERNINA products are distributed through over 2,000 authorized dealers in more than 80 countries.

Differentiator

Problem solved

Functional benefit

Brands

• bernette: Entry-level sewing machines and overlockers under Swiss design
• BERNINA

Products and services

• BERNINA 990 (Flagship Sewing/Embroidery/Quilting Machine) Flagship premium sewing, embroidery, and quilting machine for advanced home sewists, quilters, and embroiderers seeking the largest workspace, highest stitch pattern count, and integrated BISR / stitchprecision2 technologies.
• BERNINA 880 PLUS (8 Series) High-end sewing, embroidery, and quilting machine with enhanced embroidery editing, additional embroidery designs, and a 12-inch workspace.
• BERNINA 7 Series Machines (790 ULTRA, 790 PRO, 770 QE PRO, 735 PRO, 700 PRO) Professional-grade sewing, quilting, and embroidery machines in the 7 Series, featuring Pinpoint BERNINA Laser, BISR, stitchprecision2, and WiFi connectivity for advanced home sewists and quilters.
• BERNINA 5 Series Machines (590, 580 Liberty Edition, 570 QE E, 570 QE, 535 E, 535, 500) Mid-range sewing, quilting, and embroidery machines with 8.5-inch workspace, featuring the Embroidery Consultant, BERNINA Dual Feed, and embroidery positioning tools for enthusiast-level sewists.
• BERNINA 4 Series Machines (495 Liberty Edition, 485, 480, 475 QE, 435) Mid-range to entry-level sewing machines with 7-inch workspace, including quilters editions with patchwork packages and Liberty Edition special editions in collaboration with Liberty London.
• BERNINA 3 Series Machines (335 Gen. 2, 325 Gen. 2) Compact, entry-level sewing machines with 6.3-inch workspace, color touch screen on the 325, automatic buttonholes, adjustable presser foot pressure, and super easy threading, designed for beginners and intermediate sewists.
• BERNINA Q Series Longarm Quilting Machines (Q 24, Q 20, Q 16 PLUS on Frame) Professional longarm quilting machines available on frame in different sizes, providing generous longarm depth and height for managing larger quilts.
• BERNINA Q Series Sit-Down Longarm Quilting Machines Sit-down longarm quilting machines (Q 16, Q 16 PLUS, Q 20) for free-motion quilting with smaller space requirements.
• BERNINA Q-matic Automation System Automation system for BERNINA Q Series longarm quilting machines that fulfills automated quilting needs in simple steps.
• BERNINA L Series Overlockers and Coverstitch Machines (L 890, L 890 QE, L 860, L 850, L 660, L 620, L 460, L 450) Overlockers, sergers, and coverstitch machines for professional seam finishing, edge decoration, and handling of elastic and stretchy fabrics, including the flagship L 890 overlock/coverstitch combo and the quilters-focused L 890 QE edition.
• BERNINA E 16 PRO Multineedle Embroidery Machine Multi-needle embroidery machine with 16 needles for high-volume embroidery production, handling logos, emblems, script lettering, and motifs for small business and high-volume home use.
• BERNINA Embroidery Software 9 (DesignerPlus and Creator) Professional and entry-level embroidery design software for creating, editing, and managing embroidery patterns, with WiFi-enabled wireless design transfer to compatible BERNINA machines.
• BERNINA V9 WiFi Device WiFi-enabled device for wireless design transfer between BERNINA Embroidery Software 9 and compatible BERNINA machines.
• bernette Sub-Brand Sewing Machines and Overlockers Entry-level sub-brand offering sewing machines, overlockers, and sergers at lower price points under Swiss design, including bernette b77 and other models.
• bernette b79 Harry Potter Limited-Edition Sewing and Embroidery Machine Limited-edition sewing and embroidery machine produced under exclusive licensing partnership with Warner Bros. Discovery Global Consumer Products, featuring Harry Potter themed stitches, motifs, and designs.
• BERNINA Accessories (Presser Feet, Stitch Plates, Bobbin Cases, Embroidery Modules, Hoops, Furniture, Needles) Extensive accessory catalog including 107 presser feet, 69 sewing accessories, 46 embroidery accessories, 55 overlocker accessories, furniture, and needles for all BERNINA machine types.

Quantifiable outcome

• 130+ years of continuous operation and Swiss quality manufacturing
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature11 records

Partnerships

Nine partnerships are on record, tiered flagship, minor and core.

• Warner Bros. Discovery Global Consumer ProductsflagshipOEM/ Whitelabel/ Licensing Partner · 3 March 2026BERNINA of America and Warner Bros. Discovery Global Consumer Products launched the bernette b79 Harry Potter limited-edition sewing and embroidery machine. BERNINA and its sister companies Benartex and OESD became the exclusive licensee for WBDGCP across embroidery, fabric, and the broader sewing category. The machine features 500 stitches including five exclusive Harry Potter themed decorative stitches, 260 built-in embroidery motifs, and 42 Harry Potter designs.
• BenartexflagshipStrategic or Co-development PartnerSister company and part of the exclusive licensing partnership with Warner Bros. Discovery Global Consumer Products for Harry Potter themed products across embroidery, fabric, and sewing categories.
• OESDflagshipStrategic or Co-development PartnerSister company and part of the exclusive licensing partnership with Warner Bros. Discovery Global Consumer Products for Harry Potter themed products. OESD provides embroidery designs for the product line.
• JUKI CorporationminorOthersCompetitor in the global Overlock Sewing Machines Market. Both companies identified as key players driving competitive differentiation through multi-thread performance and after-sales ecosystems.
• Brother International CorporationminorOthersCompetitor in the global Overlock Sewing Machines Market. Both companies identified as key players driving competitive differentiation through multi-thread performance and after-sales ecosystems.
• SirubaminorOthersCompetitor in the global Overlock Sewing Machines Market. Both companies identified as key players driving competitive differentiation.
• Zoje Sewing Machine Co., Ltd.minorOthersCompetitor in the global Overlock Sewing Machines Market. Both companies identified as key players driving competitive differentiation.
• Salesforce.com, Inc.coreTechnology or IntegrationSalesforce Marketing Cloud is used for sending newsletters and evaluating user behavior. BERNINA uses Salesforce services for email marketing automation, user behavior analysis, and personalized content delivery. Data may be transmitted to Salesforce servers in the USA under EU-US Privacy Shield framework.
• Microsoft AzurecoreTechnology or IntegrationCustomer portal data including name, email address, and registration information is stored on Microsoft Azure Cloud servers in the EU.

Scale indicators6 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Brother Industries: Brother Industries is one of the largest sewing machine manufacturers globally, producing home and industrial machines across multiple price tiers. Identified alongside BERNINA as a key player in the global overlock market; competes head-to-head across entry, mid, and high tiers with broader mass-market distribution.
• Husqvarna Viking: Husqvarna Viking is a premium European sewing and embroidery machine brand owned by SVP Worldwide. Competes with BERNINA in the same premium tier for quilters and embroiderers, with overlapping dealer distribution and similar feature roadmaps.
• JUKI Corporation: JUKI is a major industrial and home sewing machine manufacturer headquartered in Japan. Explicitly identified as a fellow key player in the global Overlock Sewing Machines Market; strong in industrial/garment manufacturing equipment that overlaps with BERNINA's professional customer base.
• Elna: Elna is a Swiss sewing machine brand with heritage comparable to BERNINA, offering home sewing machines, overlockers, and embroidery machines. Direct Swiss competitor with overlapping distribution channels and product tiers.
• Baby Lock: Baby Lock is a US-based sewing and embroidery machine brand (part of Tacony Corporation) that specializes in sergers and embroidery machines. Directly competes with BERNINA's L-Series overlockers and embroidery lines for quilters and sewists.
• Singer (SVP Worldwide): Singer is the most iconic heritage sewing machine brand, now owned by SVP Worldwide. Competes directly with BERNINA in the home sewing category across a broad price spectrum, with comparable global distribution and a similar legacy of consumer brand equity.
• Janome: Janome is a Japanese sewing machine manufacturer offering a full product lineup from entry-level to high-end computerized and embroidery machines. Directly competes with BERNINA in mid-to-premium tiers and is a primary alternative for quilters and home sewists.
• Pfaff (PFAFF Industriesysteme + Machine): Pfaff is a German heritage sewing machine brand also under SVP Worldwide. Competes in the premium European segment with BERNINA, particularly in quilting and embroidery, with shared customer base of serious hobbyists.
• Zoje Sewing Machine Co. Zoje is a Chinese sewing machine manufacturer identified as a fellow key player in the global Overlock market. Competes in industrial sewing equipment with significant cost advantage, primarily in mass and mid-tier segments.

Emerging players

• Handi Quilter: Handi Quilter is a specialized longarm quilting machine maker that directly competes with BERNINA's Q Series longarm line. Focuses exclusively on quilting, providing targeted competition for BERNINA's quilting segment rather than its full portfolio.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bernina
• Instagraminstagram.com/berninausa
• Pinterestpinterest.com/berninausa
• Xx.com/berninaag
• LinkedInlinkedin.com/company/bernina-international-ag

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about BERNINA International AG