What MAGIMIX does

Magimix is a French designer, manufacturer, and distributor of premium consumer kitchen appliances, founded in 1971 and headquartered in Vincennes, France. The company employs 51–100 people and operates as a privately-held SAS (Société par Actions Simplifiée). Its product portfolio is organized around five core categories: the Cook Expert multifunction cooking robot family (including standard, XL, and connected variants with capacities of 3.5L to 4.8L), the CS-series multifunction food processors (Mini Plus through CS 5200 XL Premium), the Blender Power line (Power 3 through Power 5 XL Connect), the Juice Expert cold-press juicer range, and specialty appliances including the Gelato Expert ice cream maker (Italian-made, with integrated refrigeration) and the Micro mini-chopper. The Cook Expert integrates cooking, steaming, mixing, chopping, emulsifying, grating, slicing, kneading, and whisking in a single appliance with automatic programs and a digital touchscreen; the Connect variants add smartphone-controlled remote operation.

Underlying the hardware is a proprietary technology stack combining precision induction heating, durable motor systems, and a connected mobile application (iOS and Android, rated 4.7/5 by over 10,000 users) that delivers 3,000+ free recipes, menu planning, and shopping list features. Magimix differentiates through LONGTIME® independent certification across five product categories, a 30-year motor warranty on flagship lines, Sabatier-labeled blades and discs, and a 30-year spare parts availability commitment. The company sells direct-to-consumer via magimix.fr and through a multi-tier retail network that includes national French chains (Boulanger, Darty, Fnac), regional specialty retailers, and international distributors in the UK, Netherlands, Belgium, Italy, USA, and Australia. Pricing ranges from €80 (Micro mini-chopper) to €1,800 (Cook Expert XL Connect Premium), with seasonal promotions, installment financing (3x–20x), and free delivery on orders over €25. The Gelato Expert also commands a premium €549 price point with bundled promotional giveaways. Magimix also distributes Nespresso Original and Vertuo coffee machines as part of a partnership arrangement, and extends the ecosystem via accessory co-marketing with De Buyer and Emile Henry. The customer base is concentrated among French home cooks and gift buyers, with horizontal segmentation across general consumers seeking durable, professional-grade home cooking equipment.

Name

MAGIMIX

Legal name

MAGIMIX France, SAS

Website

https://magimix.fr

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

51–100 employees

Short description

Magimix is a French premium kitchen appliance manufacturer (founded 1971, 51–100 employees) selling multifunction cooking robots, food processors, blenders, juicers, and ice cream makers via DTC and major retail partners across seven countries.

Ownership category

akta.pro rank

Product category

Consumer Kitchen Appliances

NAICS

Small Electrical Appliance Manufacturing (335210)

SIC

Electric Housewares & Fans (3634)

akta.pro primary industry

Food Prep Appliances Retail (Blenders, Mixers, Processors) (CRACADAD)

akta.pro secondary industry

Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF)

Keywords

• Multifunction cooking robots
• Kitchen food processors
• Countertop blenders
• Cold-press juicers
• Ice cream makers

Headquarters

HQ city

Vincennes

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Appliance Sales: Magimix generates the vast majority of its revenue from the direct sale of kitchen appliances and accessories. Products are sold as one-time purchases across multiple price tiers, ranging from entry-level to premium. No subscription revenue is indicated in publicly available sources. The company also generates revenue from accessories (blades, bowls, paddles, pastry kits) and recipe books sold alongside main appliances.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core offering

MAGIMIX designs, manufactures, and distributes professional-grade multifunction kitchen appliances for home use. Its core product lines include Cook Expert cooking robots (integrating cooking, steaming, mixing, chopping, kneading, whisking, and emulsifying), CS-series multifunction food processors, Blender Power blenders, Juice Expert cold-press juicers, and Gelato Expert ice cream makers. The portfolio is unified by a mobile app offering 3,000+ recipes, LONGTIME® durability certification, and a 30-year motor warranty on flagship products.

Product overview

MAGIMIX is a French kitchen appliance manufacturer (established 1971) offering a comprehensive portfolio of multifunction cooking robots and appliances. The product lineup is organized into five main categories: (1) Cook Expert cooking robots (including standard, XL, Connect, and XL Connect variants with 3.5L-4.8L capacities), (2) CS Series multifunction food processors (Mini Plus through CS 5200 XL Premium for chopping, slicing, shredding), (3) Blender Power lineup (Power 3 through Power 5 XL Connect for smoothies and food processing), (4) Juice Expert cold-press juicers (versions 2-5), and (5) specialty appliances including Gelato Expert ice cream makers, Nespresso coffee machines, Toaster Vision, and Micro mini choppers. The ecosystem is unified by a companion mobile app providing 3000+ recipes, and products carry the LONGTIME® durability certification with 30-year motor warranties on major appliances.

Differentiator

Problem solved

Functional benefit

Brands

• Cook Expert: Robot cuiseur multifunction - flagship cooking robot product line including Cook Expert, Cook Expert XL, Cook Expert Connect, and Cook Expert XL Connect variants
• Robot Multifonction
• Blender Power
• Juice Expert
• Gelato Expert
• Micro
• Glacier

Products and services

• Cook Expert (Multifunction Cooking Robot range) Multifunction cooking robot that cooks, steams, mixes, chops, emulsifies, grates, slices, kneads, and whisks with automatic programs and a 3.5L to 4.8L capacity. Includes a thermo-resistant stainless steel bowl, steam basket, digital color touchscreen, Sabatier blades and discs, and a 30-year motor warranty. Connect variants add smartphone app control of recipes, program start/stop, and quantity adjustments.
• Robot Multifonction CS Series Food processor range for chopping, slicing, shredding, mixing, and kneading. The CS 5200XL Premium includes an Extra Press XL juicer attachment and was awarded the best score (15.5/20) by UFC-Que Choisir in July 2025. Models carry a 30-year motor warranty.
• Blender Power Countertop blenders for smoothies, hot and cold soups, sauces, and food processing tasks. The Power 5 XL Connect adds smart connectivity features. LONGTIME® certified.
• Juice Expert Cold-press juice extractors for extracting juice from fruits and vegetables. Made in France. LONGTIME® certified. Designed for nutrient retention through slow extraction.
• Gelato Expert Ice Cream Maker Self-refrigerating ice cream maker with built-in cold group eliminating pre-freezing, two removable 2L bowls, and three automatic programs (artisan ice cream, Italian ice cream, granita). Produces homemade ice cream in under 30 minutes. Made in Italy. 3-year warranty.
• Glacier 1.5L Ice Cream Maker Pre-freeze bowl ice cream maker with 1.5L capacity and a double paddle for smooth texture. Stainless steel construction. Made in Italy.
• Micro Mini-Chopper Compact mini food chopper with metal blade for chopping herbs, onions, meat, and fish; emulsifier for sauces and vinaigrettes; PULSE touch control; 0.8L ergonomic bowl. Made in France. LONGTIME® certified. Includes recipe book with 45+ recipes.
• Nespresso Coffee Machines (Original and Vertuo) Coffee machines compatible with Nespresso Original capsules for daily coffee preparation, and Nespresso Vertuo capsules for espresso and lungo beverages. Distributed by Magimix through its kitchen appliance retail network under a Nespresso partnership.
• Toaster Vision Smart toaster with a glass door for visibility and precise toasting control.
• Cuiseur Vapeur Multifonction Multifunction steam cooker for healthy cooking of vegetables, fish, and other foods.
• Trancheurs (Food Slicers) Food slicers for precise cutting of various ingredients.
• Magimix Mobile Application Free mobile application offering 3,000+ recipes, menu planning, and shopping list generation for Magimix products. Connects with Cook Expert Connect for remote appliance control. Available on iOS (App Store) and Android (Play Store).

Quantifiable outcome

• 30-year spare parts availability and motor warranty on Cook Expert, CS robots, Blender Power, and Juice Expert
• +4 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• NespressominorChannel Partner/ Reseller/ DistributorMagimix distributes Nespresso coffee machines (Original and Vertuo lines) as part of its product portfolio, leveraging its kitchen appliance retail network. Nespresso products are presented within the Magimix product ecosystem on magimix.fr and through partner retailers.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• KitchenAid (Whirlpool): KitchenAid is a Whirlpool-owned premium kitchen appliance brand offering stand mixers, food processors, and blenders. Overlaps with Magimix's food-processor and blending categories but operates as part of a much larger global portfolio rather than specializing in the compact multifunction niche Magimix anchors.
• Bosch Home Appliances (BSH): Bosch is a major incumbent small- and major-appliance manufacturer offering blenders, food processors, juicers, and small electric kitchenware within a broad product portfolio. Distribution breadth and brand scale significantly exceed Magimix's, creating competitive pressure at mainstream retail in France and continental Europe.
• Tefal / T-fal (SEB Group): Tefal is a broad-incumbent small-appliance brand under SEB offering blenders, food processors, juicers, and cooking appliances across mass-market and mid-tier price points. Overlaps with most Magimix categories but competes primarily on accessibility and price-volume rather than premium positioning.

Direct peers

• Cuisinart (Conair): Cuisinart is a consumer kitchen-appliance brand focused on food processors, blenders, juicers, and ice-cream makers — directly overlapping Magimix's CS, Blender Power, Juice Expert, and Gelato Expert product lines. Comparable target customer (home cooking enthusiasts) and mid-to-premium price positioning.
• Moulinex (SEB Group): Moulinex is a French heritage kitchen-appliance brand owned by SEB, offering food processors, blenders, juicers, and cooking appliances directly overlapping with Magimix's CS series, Blender Power, and Juice Expert lines. Comparable target market (French home cooks), comparable price tier, and shared retail distribution through French appliance retailers.
• Sage Appliances: Sage Appliances (formerly Breville in non-US markets) makes premium blenders, food processors, juicers, and small kitchen appliances and competes head-to-head with Magimix in the premium French and broader European kitchen appliance segment. Comparable target buyer (design-conscious premium home cook) and price tier.
• Vitamix: Vitamix is a premium US blender specialist competing directly with Magimix's Blender Power line at the high end of the consumer blending category. Strong durability reputation and durable-motor positioning place it in a comparable premium-niche segment with overlapping end-user profile.
• Robot-Coupe: Robot-Coupe is a French food-processor and blender specialist founded in France, supplying professional and prosumer-grade cutting, mixing, and blending equipment. Closely comparable to Magimix's CS multifunction robot family and Blender Power line in product category, French manufacturing heritage, and reputation for durable motors.
• SharkNinja (Ninja): Ninja is a multi-function kitchen appliance brand competing with Magimix in blenders, food processors, and increasingly connected cooking appliances across the same global consumer base. Both brands emphasize multifunction countertop value propositions and increasingly compete in the same retail channels in Europe and North America.
• Vorwerk (Thermomix): Vorwerk's Thermomix is the most direct competitor to Magimix's Cook Expert line — premium connected multifunction cooking robots sold in France and across Europe with built-in recipe ecosystems. Magimix itself runs a 'Cook Expert vs Thermomix TM7' comparison page, underscoring direct head-to-head rivalry in identical product category and target buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/MagimixVideos
• Facebookfacebook.com/Magimix
• Instagraminstagram.com/magimix
• TikToktiktok.com/discover/Magimix
• Xx.com/magimix
• LinkedInlinkedin.com/company/magimix

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 MAGIMIX