Arzum Elektrikli Ev Aletleri

What Arzum Elektrikli Ev Aletleri does

Arzum Elektrikli Ev Aletleri Sanayi ve Ticaret Anonim Şirketi is a Turkey-domiciled small home appliance brand founded in 1965 and publicly listed via a 2020 IPO that attracted record demand. The company designs, manufactures, and sells across six product categories — food preparation, beverage preparation, cooking and frying, cleaning (vacuum cleaners), ironing and clothing care, and personal care — under the core Arzum brand plus two sub-brands: Arzum OKKA (specializing in Turkish coffee and espresso machines with patented direct-to-cup serving, ember cooking, and self-cleaning capabilities) and Felix (a budget-tier line covering blenders, tea machines, irons, and vacuums).

The product portfolio spans entry-level irons at approximately TL 1,699 to premium cordless vacuums at TL 29,999, with proprietary technology features including HEPA 13 filtration, Cyclone Extreme separation, BLDC motors in the MagiClean cordless vacuum line, Turbo Boost and 8 bar pressure in the SteamArt Plus steam generator iron, and ion-infused keratin/argan oil plates in the Mona Sense hair straightener. Distribution operates via owned e-commerce (arzum.com.tr), authorized retail dealers across Turkey, a dedicated spare-parts storefront (yedekparca.arzum.com.tr), customer support portal (destek.arzum.com.tr), and a European authorized service center in Germany supporting cross-border after-sale service for the OKKA and core ranges.

Revenue is generated through unit-pricing of consumer appliances with pay-as-you-go billing, optional credit-card installments up to 9 months (compliant with Turkish Banking Law No. 5464), and aftermarket spare parts/accessories (TL 222–TL 2,647 range). The primary customer segment is mass-market Turkish individual consumers purchasing for household use; secondary presence extends to European markets via the OKKA sub-brand and authorized service infrastructure. Marketing spans Instagram, YouTube, Facebook, and X (Twitter), a content blog (recipes, gift guides, trousseau content, cleaning tips), WhatsApp customer support, and a 10% new-member coupon program, supporting a multi-channel D2C plus retail GTM motion.

Name

Arzum Elektrikli Ev Aletleri

Legal name

Arzum Elektrikli Ev Aletleri Sanayi ve Ticaret Anonim Şirketi

Website

https://arzum.com.tr

Company type

Public

Founded year

1965

Operating status

Operating

Headcount range

101–250 employees

Short description

Arzum is a Turkey-based, publicly listed small home appliance brand (founded 1965) selling food preparation, beverage, cleaning, ironing, and personal care products under Arzum, Arzum OKKA, and Felix sub-brands to mass-market consumers in Turkey and select European markets via retail and owned e-commerce.

Ownership category

akta.pro rank

Product category

Small Home Appliances

NAICS

Small Electrical Appliance Manufacturing (335210), Electronics and Appliance Retailers (4492)

SIC

Household Appliances (3630), Electric Housewares & Fans (3634)

akta.pro primary industry

Coffee, Espresso & Tea Appliances Retail (CRACADAC)

akta.pro secondary industries

Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF), Kitchen Gadgets & Tools Retail (CRACADAB)

Keywords

• Small home appliances
• Turkish coffee machines
• Cordless vacuum cleaners
• Steam irons
• Personal care appliances

Headquarters

HQ city

Istanbul

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Pricing tiers

Distribution channels4 records

Marketing channels7 records

Core offering

Arzum designs, manufactures, and sells small electrical home appliances under its core Arzum brand, the Arzum OKKA Turkish coffee sub-brand, and the Felix budget sub-brand. Its portfolio spans six product categories — food preparation, beverage preparation, cooking and frying, cleaning (vacuum cleaners), iron and clothing care, and personal care — sold primarily to individual consumers in Turkey through owned e-commerce and authorized retail dealers.

Product overview

Arzum Elektrikli Ev Aletleri is Turkey's leading small electrical appliances brand with 59 years of industry experience, offering products across six main categories: food preparation (blenders, stand mixers, food processors), beverage preparation (Turkish coffee machines, espresso machines, tea makers, kettles), cooking and frying (toasters, mini/midi ovens), cleaning (vacuum cleaners including cordless stick, canister, and steam cleaners), iron and clothing care (steam irons, steam generator irons, travel irons, garment steamers), and personal care (hair dryers, hair straighteners, curling irons, epilators, scales). The product portfolio includes the core Arzum brand, the Arzum OKKA sub-brand specializing in Turkish coffee machines, and the Felix sub-brand offering affordable appliances. Key products include Crust Mix Lite stand mixers, Starchef Pro multi blenders, Shake'N Take personal blenders, MagiClean cordless stick vacuum series, SteamArt Plus and SteamPro Plus steam irons, Olimpia Focus Cyclone vacuum cleaners, and the Okka Elite Turkish coffee machine. The company emphasizes design and innovation, with products carrying prestigious design awards including Plus X Award, IF Design, and DesignTurkey.

Differentiator

Problem solved

Functional benefit

Brands

• Arzum OKKA: A dedicated sub-brand focused on Turkish coffee culture globally, featuring Turkish coffee machines and espresso machines with direct-to-cup serving, traditional roasting-style cooking, and self-cleaning functions. OKKA products aim to bring authentic Turkish coffee experience worldwide.
• Felix

Products and services

• Crust Mix Lite Stand Mixer Stand mixer with 6-speed settings and 1500W motor for whisking, mixing, and kneading, featuring a 5-liter stainless steel bowl for home bakers.
• Shake'N Take Lite Personal Blender Personal blender with 550W motor and 4-blade construction for preparing healthy drinks in seconds, with a 550ml portable bottle.
• Starchef Pro Multi Blender Set Multi blender with 1800W motor, stainless steel 4-blade system, and attachments for chopping, mixing, whisking, grating, and slicing, with a 1500ml bowl and 800ml measuring cup.
• Arzum OKKA Turkish Coffee Machines Sub-brand of Turkish coffee machines and espresso machines featuring direct-to-cup serving, ember cooking (közde pişirme), and self-cleaning functionality, designed to bring authentic Turkish coffee globally.
• Arzum Okka Elite Turkish Coffee Machine Premium Turkish coffee machine that delivers authentic coal-brewed Turkish coffee flavor with direct-to-cup serving and automatic cleaning functions.
• SteamArt Plus Steam Generator Iron AR6048 Steam generator iron with 3000W power, 8-bar steam pressure, 700 g/min shock steam, 1.5L removable water tank, digital display, Turbo Boost technology, and automatic shut-off.
• SteamPro Plus Steam Iron AR6030 Steam iron with 2400W power, ceramic soleplate, and 175 g/min shock steam output for effortless wrinkle removal.
• Steam Rush Eco Foldable Steam Garment Steamer AR6035 Foldable steam garment steamer with 1000W power, 30-second heat-up time, up to 20g continuous steam output, stainless steel soleplate, and 95ml removable water tank.
• Olimpia Focus Cyclone Filtered Vacuum Cleaner AR4126 Bagless vacuum cleaner with 800W motor, HEPA 13 filter capturing 99.9% of allergens, Cyclone Extreme technology, 2.2L dust container, and award-winning design.
• MagiClean Flex Cordless Stick Vacuum AR4209 Cordless stick vacuum with 500W BLDC motor, 25.9V Li-ion battery providing up to 60 minutes of runtime, mono cyclone filtration system, LED display panel, and multiple cleaning modes (Eco, Normal, Turbo).
• MagiClean FlexBin Stationary Cordless Stick Vacuum AR4211 Cordless stick vacuum with 500W BLDC motor, automatic dust collection station with 2L capacity, LED MOP head for dual cleaning, up to 60 minutes runtime, and rich accessory options.
• Magiclean Ultimate Cordless Stick Vacuum AR4206 Cordless stick vacuum with 300W BLDC motor, up to 40 minutes runtime, HEPA H10 filter for hygienic deep cleaning, and extensive accessory options.
• Felix Sub-brand Product Line Budget-friendly small electrical appliances sub-brand offering blenders, tea machines, irons, and vacuum cleaners positioned as accessible alternatives within Arzum's portfolio.
• Original Spare Parts and Accessories Replacement parts and accessories for Arzum and Felix products sold via yedekparca.arzum.com.tr, ranging from TL 222 to TL 2,647 with free shipping.

Quantifiable outcome

• 16 years as market leader in food preparation category by unit sales (2009-2024, independent research)
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Arnica: Turkish small home appliance brand competing directly with Arzum in vacuum cleaners, irons, kitchen appliances and personal care across the same Turkish retail and e-commerce channels.
• Korkmaz: Established Turkish cookware and small kitchen appliance maker with overlapping categories (blenders, mixers, kettles, toasters) and similar mass-market positioning in Turkish retail.
• Sinbo: Turkish small home appliance OEM/brand competing with Arzum in entry-level kitchen, cleaning and personal care categories through similar retail and e-commerce channels.
• Fakir Hausgeräte: German-origin small appliance brand with a strong Turkish manufacturing and distribution footprint, directly overlapping Arzum in vacuum cleaners, irons, kitchen and personal care.
• De'Longhi Group: Italian leader in coffee machines and small domestic appliances. Most directly comparable to Arzum OKKA's coffee machine ambitions and a global benchmark for premium coffee appliance branding.

Broad incumbents

• Philips Domestic Appliances: Global leader in small domestic appliances (vacuum cleaners, irons, hair care, coffee), a key multinational competitor whose Turkish presence and global innovation pipeline directly pressure Arzum's premium categories.
• BSH Hausgeräte (Bosch / Siemens): World's largest home appliance manufacturer; competes with Arzum in kitchen and cleaning categories via Bosch and Siemens brands sold through the same Turkish retail channels.
• Arçelik: Turkey's largest home appliance manufacturer (Koç Holding), publicly listed like Arzum and active across major and small appliances. It is the closest large-scale domestic peer and competes with Arzum on Turkish retail shelves.
• SEB Group (Tefal / Rowenta / Moulinex): French multinational covering small kitchen, cleaning and personal care appliances under Tefal, Rowenta and Moulinex — overlapping with most of Arzum's six product categories globally.

Regional players

• Vestel: Turkish Zorlu Group electronics and appliance manufacturer (major white goods plus small appliances). Competes with Arzum in selected categories and shares the Turkish public-company listing status.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/ArzumEvAletleri
• YouTubeyoutube.com/user/ArzumKucukEvAletleri
• Facebookfacebook.com/arzumevaletleri
• Instagraminstagram.com/arzumkucukevaletleri

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Arzum Elektrikli Ev Aletleri