Severin

What Severin does

Severin Elektrogeräte GmbH is a German manufacturer of household electrical appliances, founded in 1892 and headquartered in Sundern, Germany. The company designs, produces, and distributes consumer appliances across four categories: wellbeing and comfort (personal care), cleaning and order, nutrition and preparation, and grilling and social. Its products serve individual end consumers through direct e-commerce and a network of European specialty retailers, alongside B2B distribution to electronics specialty trade (Elektrofachhandel) and wholesale (Großhandel) partners. Severin employs 319 staff across seven locations in Germany, Spain, France, Italy, Sweden, the Netherlands, and China.

The company's portfolio rests on proprietary engineering rather than commoditized off-the-shelf platforms. Differentiated technologies include the S-Wave flatbed microwave architecture eliminating traditional turntables for up to 80% larger usable interior surface area; No Frizz BLDC motors for hair styling reaching 110,000 rpm with ionic technology; Sevento Downdraft smoke-reduction technology for raclette grills; Spuma induction-based milk frothing with Vegan Pro Technology for plant-based milk compatibility; and a magnetic tool-free attachment system in the S-Style men's grooming line. Sub-brands including S-Style (hair and grooming), S-Power (cordless cleaning), Black Line (air fryers), Spuma (milk frothers), FILKA (filter coffee), and Sevento (raclette) segment the product surface. Manufacturing, sourcing, and innovation activities are anchored by a Global Center of Excellence in Shenzhen, China, established in 1995 and reinforced in 2024.

Severin operates a one-time hardware unit-sales model with retail prices spanning approximately €34.99 entry-level mini raclettes to €350 premium cordless vacuums and high-end microwaves, distributed through its own e-commerce storefront, a dedicated B2B trade portal (portal.severin.com), five wholly-owned European sales subsidiaries, specialty retailers, and a German-only spare-parts shop. Pricing is uniform unit-based across tiers with free shipping above €50. The company has been privately held by the Dortmund-based family office Copper Oak Ventures since 2019, following an initial 2018 minority investment. Recent strategic activity has concentrated on premium product repositioning through the S-Style sub-brand, the S-Wave microwave relaunch, the 2024 brand identity overhaul under a "Premium für alle" positioning, and modernization of direct and trade digital channels.

Name

Severin

Legal name

Severin Elektrogeräte GmbH

Website

https://severin.com

Company type

Private

Founded year

1892

Operating status

Operating

Headcount range

251–500 employees

Short description

Severin is a German manufacturer of household electrical appliances founded in 1892, selling kitchen, cleaning, personal care, and grilling products to individual consumers and European trade partners, with sourcing anchored by its Shenzhen Global Center of Excellence.

Ownership category

akta.pro rank

Product category

Household Electrical Appliances

NAICS

Small Electrical Appliance Manufacturing (33521), Major Household Appliance Manufacturing (33522), Household Appliance Manufacturing (3352)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Garment Care Appliances Retail (Irons, Steamers, Sewing Machines) (CRACADAH), Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories) (CRAIAIAH)

Keywords

• Household electrical appliances
• Small domestic appliances
• Kitchen appliances
• Personal care appliances
• Cordless cleaning appliances

Headquarters

HQ city

Sundern

HQ country

Germany

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Electrical Appliances Sales: One-time hardware sales of household electrical appliances across multiple product categories including kitchen, cleaning, beauty, and grilling equipment through e-commerce and retail channels
2. Spare Parts & Accessories: Dedicated spare parts shop (shop.severin.com) providing replacement parts and accessories for all current Severin products to both consumers and trade partners
3. B2B/Trade Sales: Wholesale and distribution relationships with retailers and specialty stores through dedicated trade portal and sales team

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels13 records

Core offering

Severin manufactures and sells household electrical appliances across four main categories: wellbeing & comfort (hair dryers, multi-stylers, grooming sets), cleaning & order (cordless handheld and stick vacuum cleaners), nutrition & preparation (microwaves, air fryers, coffee machines, milk frothers, ice makers, refrigerators), and grilling & sociality (raclette grills, contact grills, eBBQ). The company sells these products both directly to consumers via its own e-commerce store and through a network of European retail and trade partners.

Product overview

Severin is a German manufacturer of household electrical appliances with a broad, multi-category product portfolio spanning four main themes: Wohlbefinden & Komfort (Wellbeing & Comfort), Reinigung & Ordnung (Cleaning & Order), Ernährung & Zubereitung (Nutrition & Preparation), and Grillen & Geselligkeit (Grilling & Social). The portfolio includes personal care products (S-Style hair dryers and multi-stylers, S-Style men's grooming sets and hair clippers), cleaning appliances (S-Power cordless handheld/stick vacuums including the Olymp Pro and 4-in-1 models), kitchen appliances (FILKA automatic filter coffee makers, Spuma Lite induction milk frothers, S-Wave flatbed microwaves, air fryers like Black Line Dual/Flex, espresso machines, ice makers, food processors), refrigeration products (mini fridges, retro refrigerator combinations, wine coolers, electric coolers), and grilling/social products (S-Joy Sevento raclette grills, contact grills, eBBQ grills). Products are organized into sub-brands including S-Style (premium hair and grooming), S-Power (cleaning), Black Line (kitchen appliances), and Spuma (beverage preparation). The company positions itself as 'Premium for Everyone' — quality appliances at accessible price points, with German engineering standards and a focus on durability, repairability, and sustainability.

Differentiator

Problem solved

Functional benefit

Brands

• S-Style: Premium hair styling and beauty care product line featuring hair dryers, multi-stylers, and grooming tools with professional-grade BLDC motor technology.
• S-Power
• Spuma
• FILKA
• Black Line
• Sevento
• Olymp Pro

Products and services

• S-Wave Microwave Series (flatbed/glass-bottom microwaves) Microwave series featuring flatbed/glass-bottom technology replacing traditional turntables, available in Solo, Grill, convection (Heißluft), and combination variants with up to 25L capacity. Targeted at consumers seeking easier-to-clean microwaves with larger usable interior.
• S-Style Speed Pro Hair Dryer (HT 0169 / HT 0170 / HT 0172) Professional-grade hair dryer with No Frizz BLDC motor, Ionic function, three temperature/power settings, cool-shot function, and magnetic concentrator and diffuser attachments. Targeted at the premium home hair styling segment.
• S-Style Multi-Style Pro (WL 0683 / WL 0685) Multi-styling tool combining five interchangeable attachments (sleek-look, gentle waves, curls, volume brush) in one device with up to 1,500W, BLDC motor, and Ionic technology. Targeted at consumers seeking versatile home hair styling.
• S-Style 6-in-1 Multigrooming Set (HS 0710) Versatile men's grooming device combining hair trimmer, beard trimmer, body trimmer, nose trimmer, and precision contour trimmer in one tool with magnetic tool-free attachment changes, IPX6 waterproof rating, up to 90 minutes battery life, and premium aluminum housing. Targeted at men seeking all-in-one home grooming.
• S-Style Hair Clipper (HS 0708) Precision hair clipper with two cutting combs and adjustable length settings from 1 to 33 mm, stainless steel blades, USB-C charging, up to 60 minutes runtime, IPX5 splash protection, travel lock, and LED charge indicator. Targeted at men seeking precise home haircuts.
• S-Power Olymp Pro Cordless Handheld Vacuum Intelligent, high-suction cordless handheld vacuum cleaner from the S-Power line for thorough household cleaning. Targeted at consumers seeking premium cordless handheld cleaning performance.
• 4-in-1 Cordless Handheld Vacuum (HV 7146) Cordless handheld vacuum with 4-in-1 functionality including turbo brush for pet hair and upholstery, wet & dry capability (up to 150 ml liquid), furniture brush attachment, wall-mount charging station, up to 30 minutes runtime, Li-Ion 22.2V battery. Targeted at households with pets and varied cleaning needs.
• Cordless 2-in-1 Hand & Stick Vacuum (HV 7166) Cordless 2-in-1 handheld and stick vacuum cleaner combining both form factors in one device for versatile household cleaning.
• Black Line Dual Air Fryer Air fryer with dual cooking chambers featuring Sync-Finish technology for simultaneous preparation of two different dishes with synchronized completion. Targeted at households seeking faster multi-dish meal preparation.
• CrispyWave Combination Microwave (MW 7918) Microwave with combined grill and convection (hot air) functions, offering versatile cooking capabilities. Targeted at consumers seeking all-in-one microwave cooking.
• Spuma Lite Induction Milk Frother Induction milk frother producing fine-pored, creamy foam (warm or cold) using Vegan Pro Technology, compatible with plant-based milk alternatives. Available in Limited Edition colors. Targeted at coffee enthusiasts and home baristas.
• FILKA Automatic Filter Coffee Machine Automatic filter coffee machine in glass/thermo variant, representing Severin's entry into the automatic filter coffee segment. Targeted at households seeking automated drip coffee.
• Newspresa Espresso Machine (KA 5997) Portafilter espresso machine representing Severin's offering in the semi-professional home coffee segment. Targeted at home baristas seeking espresso preparation.
• S-Slush Ice Maker (EZ 9520) Slush/ice maker machine for producing frozen beverages and slushies at home. Targeted at families and entertainers.
• S-Joy Sevento Raclette Grill (RG 2379) High-end raclette grill featuring Downdraft technology that minimizes smoke and odors, ILAG non-stick coating, PFAS-free design, LED touch display, and capacity for 8 raclette pans. Targeted at households seeking low-smoke indoor entertaining.
• Black Line Lite Mini Raclette Grill (RG 2360) Compact raclette grill with 4 non-stick coated pans, ceramic-coated grill plate, variable temperature control with LED lighting, extra-deep 20mm pans. Targeted at small gatherings up to 4 persons.
• SEVINI Pro Contact Grill (KG 2395) Contact grill in the SEVINI Pro line for indoor grilling applications. Targeted at consumers seeking versatile indoor grilling.
• Severin Spare Parts & Accessories Shop (shop.severin.com) Dedicated spare parts and accessories e-commerce shop providing replacement parts for current Severin products. Available to both consumers and trade partners in Germany. Targeted at supporting product longevity and repair.

Quantifiable outcome

• Up to 80% larger usable surface area in S-Wave microwaves compared to turntable models
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators7 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Bosch (BSH Hausgeräte): Bosch's BSH division is Europe's largest household appliance manufacturer with deep kitchen, cleaning, and small-appliance coverage. Direct competitor to Severin across microwaves, coffee, vacuum, and personal care categories with stronger scale and retail relationships.
• Philips (Versuni): Dutch consumer electronics and personal care giant with strong positions in male grooming, hair care, and kitchen appliances. Directly competes with Severin's S-Style line and small appliance portfolio across Europe.

Direct peers

• Braun (Procter & Gamble): Premium personal care and small appliance brand under P&G, with strong positions in hair dryers, grooming, and kitchen. Closest direct competitor to Severin's S-Style hair styling and men's grooming product lines.
• De'Longhi: Italian manufacturer of coffee machines, kitchen appliances, and home comfort products. Direct peer in premium coffee (espresso, filter) and kitchen categories where Severin's FILKA and Newspresa compete.
• Russell Hobbs: UK-headquartered mid-market small appliance brand selling kettles, toasters, microwaves, and cleaning products across Europe. Most direct competitor to Severin's accessible-premium positioning across kitchen and cleaning.
• Kenwood (De'Longhi Group): Premium kitchen appliance brand (food preparation, cooking) now under De'Longhi. Direct peer to Severin's kitchen preparation and cooking categories including mixers and blenders.
• Melitta: German family-owned coffee specialist with broader small appliance portfolio. Direct peer to Severin in coffee preparation (filter, fully automatic) and a fellow German mid-market brand competing in the same trade channels.
• Krups (SEB Group): French kitchen and coffee appliance brand under SEB. Direct competitor to Severin in espresso machines, filter coffee, and small kitchen appliances across European retail.
• Tefal / T-fal (SEB Group): Global small appliance and cookware brand under SEB, strong in air fryers, grills, and kitchen prep. Direct competitor to Severin's Black Line air fryer and contact grill categories.
• SMEG: Italian premium design-led appliance maker with retro-styled refrigeration, small appliances, and coffee machines. Comparable to Severin's retro refrigeration and 'Premium for All' design-forward positioning, especially in mid-premium European retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SeverinDE
• Facebookfacebook.com/SeverinUK
• LinkedInde.linkedin.com/company/severin-elektroger%C3%A4te-gmbh
• Instagraminstagram.com/severin_de
• Pinterestpinterest.de/severin_de
• TikToktiktok.com/@severin_de

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Severin