Smartwares Group

What Smartwares Group does

Smartwares Group is a privately-held consumer goods company headquartered in Tilburg, Netherlands, founded in 1985 and employing 251-500 people. The company operates across five distinct consumer home categories: dining, lighting, fire safety, kitchen appliances, and cooking appliances, serving mass-market European retail with a diversified multi-category product portfolio.

The company's product surface extends from traditional household goods into the connected-home segment. Smartwares Group is positioned within the global smart doorbell market, valued at $2.4 billion in 2020 and projected to reach $12.3 billion by 2030 at a 17.2% CAGR, indicating a strategic extension into IoT-enabled home security products alongside its legacy physical-goods portfolio. The primary company website (smartwaresgroup.com) returned only a verification/loading page in this scrape, limiting extraction of specific SKU-level product details, pricing structures, and platform architecture.

The revenue model is not disclosed in the available source data. As a private entity with no funding rounds on record, the company likely operates on a traditional wholesale/retermination model through European retail channels, consistent with its category mix and 40-year operating history. Leadership is anchored by CEO Erik Raphael. No customer logos, pricing tiers, distribution partner identities, or app/SDK details were extractable from the source material, and no AI/ML capabilities, certifications, M&A activity, or partnership signals are documented in the available data.

Name

Smartwares Group

Website

https://smartwaresgroup.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

251–500 employees

Short description

Smartwares Group is a privately-held Dutch consumer goods company (founded 1985, Tilburg, 251-500 employees) selling dining, lighting, fire safety, kitchen, and cooking products across European retail, with extension into the smart doorbell segment.

Ownership category

akta.pro rank

Product category

Consumer Household Goods

NAICS

Small Electrical Appliance Manufacturing (33521), Electronics and Appliance Retailers (4492), Major Household Appliance Manufacturing (33522)

SIC

Electric Housewares & Fans (3634), Household Appliances (3630), Electric Lighting & Wiring Equipment (3640)

akta.pro primary industry

Smart Appliances & Connected Kitchen/Laundry Retail (CRACAGAG)

akta.pro secondary industries

Smart Lighting & Electrical (Bulbs, Switches, Plugs) Retail (CRACAGAB), Smart Home Sensors & Monitoring (Motion, Leak, Smoke/CO, Environmental) Retail (CRACAGAJ), Smart Lighting & Electrical (Bulbs, Switches, Outlets, Panels) (HSAPAQAC)

Keywords

• Consumer home goods
• Lighting products
• Fire safety devices
• Kitchen appliances
• Smart home products

Headquarters

HQ city

Tilburg

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Core offering

Smartwares Group is a consumer goods company that designs, manufactures, and sells products for everyday household needs across five core categories: dining, lighting, fire safety, kitchen, and cooking appliances. The company is positioned within the broader smart home market, including segments such as smart doorbells, where it competes alongside other connected home-product makers.

Product overview

Smartwares Group is a company operating in the smart home and doorbell market. Based on the available source data, no specific product portfolio details, product names, or service offerings could be extracted as the primary company webpage (smartwaresgroup.com) returned only a verification/loading page stating "One moment, please..." without providing product or company content.

Differentiator

Problem solved

Functional benefit

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights2 records

Emerging players

• Aqara (Lumi United): Aqara is a Xiaomi-affiliated smart home brand offering sensors, hubs, doorbells, and lighting controllers. Comparable to Smartwares on multi-category smart home product mix and consumer retail channel, with Aqara competing as a fast-growing value-tier platform increasingly visible in European retail.

Direct peers

• Eufy (Anker Innovations): Eufy is Anker's smart home brand offering doorbells, cameras, and connected home devices across European and global retail. Directly comparable to Smartwares on smart doorbell and connected home product overlap, with Eufy competing head-to-head in mid-tier consumer retail where Smartwares is positioned.
• Arlo Technologies: Arlo is a pure-play smart home security and doorbell company selling connected cameras and doorbells through consumer retail channels. Directly comparable to Smartwares in smart doorbell category participation and connected home target customer, with Arlo operating as a focused specialist while Smartwares participates as part of a broader household portfolio.
• First Alert (Newell Brands): First Alert is a leading North American fire safety and smoke/CO alarm brand owned by Newell Brands. Comparable to Smartwares on the fire safety product line and consumer retail channel, though First Alert has a much stronger North American presence and Smartwares is more Europe-centric.
• Belkin (Wemo): Belkin's Wemo line offers smart plugs, lighting, and sensors competing in the connected home category alongside Smartwares. Comparable on smart home consumer product mix and retail distribution, with Belkin operating as a connected home specialist within a broader consumer electronics parent.
• Kidde (Carrier): Kidde is a major fire safety and smoke alarm manufacturer now part of Carrier, with a portfolio that overlaps Smartwares' fire safety focus. Comparable on product category and consumer/professional retail channels, though Kidde's portfolio depth and parent-company distribution give it structural scale advantages.

Broad incumbents

• Google Nest: Google Nest offers smart doorbells, cameras, sensors, and connected home devices that overlap with Smartwares' lighting, fire safety sensors, and smart doorbell categories. Comparable on connected home product mix and consumer retail channel, but with vastly deeper software, AI, and platform integration capabilities.
• Ring (Amazon): Ring is the category-defining smart doorbell brand owned by Amazon, directly overlapping with Smartwares' smart doorbell exposure Comparable on product category and consumer target market, but Ring operates at platform scale with software, services, and Amazon distribution advantages Smartwares lacks.
• Signify (Philips Hue): Signify owns Philips Hue and is a Netherlands-headquartered lighting incumbent with a strong smart lighting and connected home portfolio. Comparable to Smartwares on lighting category overlap, Dutch/European footprint, and consumer retail channel presence, though substantially larger and more brand-led.

Regional players

• Tado°: Tado° is a Munich-based smart home climate and energy management company with strong European retail presence. Comparable to Smartwares as a European-headquartered smart home brand selling through consumer retail channels, though Tado° specializes in heating/energy rather than doorbells, lighting, or kitchen.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Smartwares Group