elero

What elero does

elero GmbH is a Germany-based manufacturer of electric drives and control systems for building automation, headquartered in Schlierbach (Baden-Württemberg) with a second engineering and manufacturing division for linear actuators in Pößneck, Thuringia. Founded in 1964, the company designs and produces tubular motors, venetian blind drives, gate drives, special drives for heritage buildings, and solar-powered DC drive systems, alongside a complementary portfolio of wired and wireless controllers, sensors, and the Yubii Home smart home hub. Product lines are organized under sub-brands including RolTop, RolMotion, SunTop, VariEco, Era Quick (tubular motors), JA/JA Comfort (venetian blind drives, including SMI variants for building management system integration), and RolAir (solar).

The company sells exclusively through a B2B network of specialized trade partners (Fachbetriebe) — installers, craftsmen, and specialist dealers — supported by a dedicated partner shop (partnershop.elero.de), a PROPartner loyalty program, and an online dealer locator covering Germany and Austria. End customers (predominantly residential homeowners, with additional commercial/industrial and industrial-linear-actuator segments) are routed to local specialist partners rather than transacting directly with elero. Pricing is conducted on a "Preis auf Anfrage" (price on request) basis with no public consumer pricing. Distribution and marketing assets include a multilingual website (German, English, French, Polish), YouTube product videos, an Inxmail-powered newsletter, trade fair participation, architect and planner resources, and a suite of mobile apps for configuration, instructions, and NFC device setup.

elero operates as a wholly owned subsidiary of Nice S.p.A., an Italian home and building automation group, sharing the Yubii Home smart home platform and benefiting from group-level strategic direction. Revenue is not publicly disclosed; the company is privately held (GmbH, registered at Amtsgericht Ulm, HRB 748671) with 251–500 employees. No venture capital or private equity backing is referenced in the source materials.

Name

elero

Legal name

elero GmbH

Website

https://elero.de

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

251–500 employees

Short description

elero GmbH is a German manufacturer of electric drives and controls for roller shutters, sun protection systems, roller gates, and linear actuators, selling exclusively through a B2B Fachbetriebe trade partner network across Germany and Austria. It operates as a subsidiary of Italian home and building automation group Nice S.p.A.

Ownership category

akta.pro rank

Headquarters

HQ city

Beuren

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electric Drives and Control Systems: elero generates revenue through the manufacture and sale of electrical drives (tubular motors, venetian blind drives, gate drives, solar DC systems) and associated control systems (wired and wireless controllers, smart home systems). Products are sold exclusively through a trade partner network (specialist installers, craftsmen, dealers). The company operates a B2B partner shop for registered trade partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

elero manufactures and sells electric drive motors and control systems for building automation, including tubular motors (Rohrantriebe), venetian blind drives (Jalousieantriebe), gate drives (Torantriebe), DC solar drive systems, and a portfolio of wired and wireless control units including the Yubii Home smart home hub. Products are sold exclusively through a B2B network of specialist trade partners (Fachbetriebe) such as installers, craftsmen, and specialist dealers in the roller shutter and sun protection industry. A second business division develops and manufactures electric linear actuators for facade construction, industrial applications, and solar tracking.

Product overview

elero GmbH is a German manufacturer of electric drives and control systems for building automation, based in Schlierbach near Stuttgart. The company operates as one of the world's largest manufacturers of drives for roller shutters, sun protection systems, and rolling gates. The product portfolio is organized into two main divisions: (1) Drive and Control Technology covering tubular drives (RolTop, RolMotion, SunTop, VariEco, Era Quick), Venetian blind drives (JA/JA Soft, JA Comfort, JA Soft DC, JAR/JAR Soft, JA Comfort SMI), gate drives, special drives for heritage buildings, and DC solar drive systems (RolAir, Solar DC); and (2) Control Systems including Smart Home/Yubii Home hub, Son controls (new modern design series), wired and wireless controls, radio receivers, and sensors. A second business division focuses on linear actuator technology for facade construction, industrial applications, and solar tracking systems. The company emphasizes 'Made in Germany' quality and operates a B2B partner shop for authorized Fachbetriebe (specialist tradespeople).

Differentiator

Problem solved

Functional benefit

Brands

• Yubii Home: Smart home hub and home automation system for controlling roller shutters, sun protection, lighting, and heating.
• Centero Home

Products and services

• Rohrantriebe (Tubular Drives)
• Jalousieantriebe (Venetian Blind Drives) Intelligent drives for automating venetian blinds and Raffstores with precision slat positioning, including JA/JA Soft, JA Comfort, JA Soft DC, JAR/JAR Soft, and JA Comfort SMI variants.
• Torantriebe (Gate Drives) Electric drives for heavy roller shutters, small rolling gates, and rolling barriers, designed for motorizing garage roller doors and industrial rolling gates.
• Sonderantriebe (Special Drives) Special application drives including folding shutter drives (Klappladenantriebe) for heritage building renovation, listed buildings, and new construction.
• DC Solare Antriebssysteme (DC Solar Drive Systems) Solar-powered DC drives for roller shutters, awnings, and blinds, including the RolAir standalone solar system and Solar DC product lines with energy units and accessories.
• Yubii Home Smart Home Hub Smart home hub serving as the central control unit for elero's home automation ecosystem, managing comfort and security for the entire household and integrating with elero drives and third-party devices.
• Steuerungen für Rohrantriebe (Controls for Tubular Drives) Control systems for tubular motor applications including intelligent home automation devices, wall controls, radio remote controls, radio receivers, sensors, and object controls.
• Jalousiesteuerungen (Venetian Blind Controls) Control solutions for automated venetian blinds and Raffstores, enabling intelligent slat positioning and sun-tracking automation.
• Steuerungen für Torantriebe (Gate Drive Controls) Control systems for motorized garage rolling doors, rolling barriers, and smaller industrial rolling gates.
• Steuerungen für elektrische Geräte (Electrical Device Controls) Controls for integrating standing lamps, heater radiators, aquarium lighting, and other electrical devices into home automation systems.
• Son Steuerungen (Son Controls) New generation of wall-mounted and radio remote controls with modern, ergonomic design for operating roller shutters, sun protection systems, and more, part of the elero 2025/2026 product range.
• SMI-Antriebe (SMI Drives) Drives with Standard Motor Interface (SMI) for integration with building management systems and building automation technology, including JA Comfort SMI for projects and BMS integration.
• RolAir Solar System Standalone solar-powered DC drive system for easy installation in roller shutters, awnings, and blinds without requiring electrical wiring, including RolAir Kits with solar panels, batteries, and compatible controls.
• Linearantriebstechnik (Linear Actuator Technology) Second business division of elero GmbH based in Pößneck, Thuringia, developing and manufacturing electric linear actuators for facade construction, industrial applications, and solar tracking systems.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Nice S.P.A.coreTechnology or IntegrationNice S.P.A. is described as an internationally leading firm in Home and Building Automation, planning, producing, and distributing integrated solutions for the automation and control of gates, garage doors, barriers, awnings, and roller shutters for residential, commercial, and industrial buildings, as well as alarm systems and control electronics. Nice is identified as elero's parent company context (elero email domain is @niceforyou.com, part of the Nice Group). The relationship involves Nice as the parent group providing strategic direction and shared smart home ecosystem (Yubii Home).
• BVRS (Bundesverband Rollladen + Sonnenschutz)minorOthersBVRS is described as the professional association representing the interests of the roller shutter and sun protection industry, serving as a competence and service center and an information and communication platform for the sector. elero displays the BVRS logo on its website, indicating membership and industry association.
• Yubii HomecoreTechnology or IntegrationYubii Home is described as the heart of a new smart home, a hub that manages the comfort and security of the whole family. It serves as elero's primary smart home platform and is integrated into the elero product ecosystem and partner shop. Yubii Home is part of the Nice Group's smart home offering and is available as a product in elero's portfolio.
• Columbus Consulting (Data Protection Officer)minorOthersColumbus Consulting (Dr. Inge Rötlich, Mahdentalstr. 82, 71065 Sindelfingen) serves as elero's appointed Data Protection Officer (Datenschutzbeauftragter) as required under GDPR.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hunter Douglas: Global window coverings manufacturer offering motorized and smart shades across residential and commercial segments. Overlaps with Elero in automated blinds/curtains distribution and competes for the same end-customer automation needs.
• Warema: German sun protection specialist producing external venetian blinds, awnings, and integrated motor/control systems. Although Warema also fabricates the physical sun protection, its motor and control offerings overlap with Elero's Jalousieantriebe and SMI-integrated drives.
• Lutron Electronics: US-based lighting and shading control specialist whose motorized shading product line competes with Elero in premium automated window treatments and building control integration, especially in commercial specification projects.
• Nice S.P.A. Italian-listed parent group of Elero and a broader home/building automation player covering gates, garage doors, barriers, and shading. Comparable as the larger parent ecosystem that defines Elero's smart home platform strategy and competes in adjacent automation categories.

Direct peers

• Somfy: French global market leader in motorized solutions for roller shutters, awnings, curtains, and garage doors, with the TaHoma smart home ecosystem. Elero competes head-on with Somfy across tubular motors, controls, and smart home hubs for both residential and commercial applications.
• Becker Antriebe: German manufacturer of tubular drives and control systems for roller shutters, awnings, and venetian blinds. Overlaps directly with Elero's core Rohrantriebe and Jalousieantriebe product lines and targets the same German Fachbetriebe installer channel.
• Selve: German family-owned manufacturer of motors, controls, and home automation products for roller shutters, awnings, and blinds. Competes with Elero on similar product categories and primarily through the German specialist installer trade.
• Geiger Antriebstechnik: German manufacturer of tubular drives and control units for shutters and sun protection systems with a similar focus on the German Fachbetriebe channel and comparable product families to Elero.

Emerging players

• Coulisse: Dutch manufacturer of motorized window coverings (blinds, curtains) with strong smart home integration focus. Competes with Elero at the smart-shade end of the category with a more direct-to-consumer and tech-leaning positioning.

Regional players

• Griesser AG: Swiss manufacturer of sun protection systems including motorized external venetian blinds and roller shutters. Comparable motor/control integration challenges but primarily serves Switzerland and selected European markets rather than Germany/Austria.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/eleroGmbH/videos
• LinkedInlinkedin.com/company/elero-gmbh

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 elero