BORA

What BORA does

BORA is an Austrian premium kitchen appliance manufacturer, founded in 2007 and headquartered in Niederndorf, operating under BORA Vertriebs GmbH & Co KG with 251–500 employees. The company designs and produces built-in cooktop extractor systems that integrate induction, gas, Tepan grill, or wok cooktops with downdraft ventilation in a single appliance — a category BORA pioneered as an alternative to traditional overhead range hoods, enabling open-plan kitchen designs. Its product portfolio spans modular cooktop extractor systems (Professional 3.0, Classic 2.0), compact systems (X Pure, M Pure, Pure, S Pure, Basic), the X BO professional steam oven, refrigeration and freezing systems, pendant lighting, and accessories including the QVac vacuum sealer, with the BORA One App providing connected appliance control.

The company generates revenue primarily through hardware sales via an authorized dealer network of kitchen specialists across 35+ countries, supplemented by flagship showrooms in Australia and an e-commerce shop for accessories and consumables. Extended warranty plans provide a recurring revenue stream. BORA serves two principal customer groups: premium homeowners and luxury kitchen designers/architects purchasing directly through dealers, and major OEM partners such as Whirlpool Corporation — under a February 2024 agreement licensing BORA's induction downdraft technology into KitchenAid and JennAir brands for the North American market, with a co-developed JennAir product showcased at KBIS 2026. The company's go-to-market is anchored in dealer relationships, experiential events (BORA Product Experience, Cooking Experience evenings, Experience Days), trade show participation, and brand-led marketing supported by consecutive Plus X Award wins in 2025 and 2026, plus German Brand Award and German Design Award recognition.

Name

BORA

Legal name

BORA Vertriebs GmbH & Co KG

Website

https://bora.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

251–500 employees

Short description

BORA is an Austrian premium kitchen appliance manufacturer founded in 2007 that pioneered integrated cooktop extractor systems, selling modular and compact induction/extraction appliances plus steam ovens, refrigeration, and lighting through an authorized dealer network spanning 35+ countries, with OEM partnerships extending its induction downdraft technology into Whirlpool's KitchenAid and JennAir brands in North America.

Ownership category

akta.pro rank

Product category

Premium Kitchen Appliances

NAICS

Major Household Appliance Manufacturing (33522), Household Appliance Manufacturing (3352), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Household Appliances (3630), Industrial & Commercial Fans & Blowers & Air Purifing Equip (3564)

akta.pro primary industry

Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH)

akta.pro secondary industries

Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA), Commercial/Prosumer Appliance Retail (Light Commercial, Prosumer Kitchen/Laundry) (CRACACAI)

Keywords

• Cooktop extractor systems
• Premium kitchen appliances
• Induction cooking systems
• Downdraft ventilation
• Built-in kitchen technology

Headquarters

HQ city

Niederndorf

HQ country

Austria

HQ region

Europe

Offices4 records

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. Cooktop Extractor Systems: Primary revenue stream from selling cooktop extractor systems that combine hob and extractor functionality. Available in modular and compact configurations with various cooktop options (induction, gas, Tepan grill, wok).
2. Steam Cooking and Baking Systems: Revenue from BORA X BO professional steam oven and BORA multi-drawer heat drawer products.
3. Refrigeration and Freezing Systems: Revenue from BORA Cool (refrigerator), BORA Cool Combi (refrigerator-freezer), BORA Cool Combi XL, and BORA Freeze (freezer) products.
4. Lighting Products: Revenue from BORA Horizon pendant luminaires and BORA Stars lighting products.
5. Accessories and Consumables: Revenue from BORA QVac vacuum sealers, BORA grill pans, BORA Piccolo kitchen accessories, filters, spare parts, and inlet nozzles sold through the BORA shop.
6. Warranty Extensions: Extended warranty plans offered through mybora.com registration portal.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

BORA designs, manufactures, and sells premium built-in kitchen appliances with a focus on cooktop extractor systems that integrate cooktop and ventilation into a single appliance. The portfolio spans modular and compact cooktop extractor systems (induction, gas, Tepan, wok), steam ovens (BORA X BO), refrigeration and freezing systems, lighting products, and accessories such as vacuum sealers, all marketed through authorized dealers and a global showroom network across 35+ countries.

Product overview

BORA is an Austrian premium kitchen appliance manufacturer offering a holistic kitchen concept with integrated cooktop extractor systems, steam cooking and baking systems, refrigeration and freezing systems, and lighting. The core product line includes cooktop extractor systems (BORA Professional 3.0, Classic 2.0, X Pure, M Pure, Pure, S Pure, Basic) that combine cooktops and extractors in single appliances, along with the BORA X BO professional steam oven and multi-drawer. The portfolio extends to refrigeration (BORA Cool, Cool Combi, Cool Combi XL, Freeze) and lighting (BORA Horizon, Stars) products, plus accessories including the BORA QVac vacuum sealer and BORA One mobile app. The systems are designed for intuitive operation through knobs, tapping, or sliding controls.

Differentiator

Problem solved

Functional benefit

Products and services

• BORA Professional 3.0 High-end modular cooktop extractor system with innovative knob operation and individually selectable cooktops for premium residential kitchens.
• BORA Classic 2.0 Modular cooktop extractor system with intuitive operation and freely selectable cooktops for flexible premium kitchen installations.
• BORA X Pure Compact cooktop extractor system combining cooktop and extractor in a single appliance for premium kitchens.
• BORA M Pure Versatile compact cooktop extractor system with flexibility for various kitchen layouts.
• BORA Pure Purist compact cooktop extractor system offering entry into the premium BORA cooking experience.
• BORA S Pure Most compact BORA cooktop extractor system designed for small kitchens.
• BORA Basic Cooktop extractor system with radiant cooktop and effective extraction functionality.
• BORA X BO Professional steam oven for home use with integrated active charcoal odour filtration for fresh-air cooking and baking.
• BORA multi-drawer Multi-drawer heat drawer that complements BORA cooking and baking experiences by warming plates, food, and cookware.
• BORA Cool Smart refrigerator designed for organized food storage, integrated into the BORA kitchen ecosystem.
• BORA Cool Combi Refrigerator-freezer combination providing intelligent cooling and freezing in a single built-in unit.
• BORA Cool Combi XL Refrigerator-freezer combination with an extra-large refrigerator compartment for high-volume storage.
• BORA Freeze Built-in freezer providing organized storage and high-quality freezing performance.
• BORA Horizon Pendant luminaire offering smart direct and indirect lighting designed for kitchen living spaces.
• BORA Stars Pendant luminaires providing subtle single and cluster lighting for high-quality kitchen designs.
• BORA QVac Vacuum sealer for longer-lasting food and fresh taste; also offered as portable QVac Move version.
• BORA grill pan Specialized grill pan accessory for cooking with BORA cooktop extractor systems.
• BORA Piccolo Kitchen accessory for food preparation, designed to complement BORA appliances.
• BORA One App Mobile application providing inspiration, simple appliance control, and improved cooking results across the BORA product range.

Quantifiable outcome

• Cooking with fresh air and clear view while eliminating traditional range hoods
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• JennAircoreStrategic or Co-development Partner · 1 February 2026JennAir highlighted its co-developed induction cooktop with BORA at KBIS 2026 (Kitchen & Bath Industry Show). This co-development relationship produced a joint product showcasing JennAir's brand positioning combined with BORA's induction technology.
• Whirlpool CorporationcoreOEM/ Whitelabel/ Licensing Partner · 1 February 2024In February 2024, Whirlpool Corporation partnered with Austria-based BORA to integrate advanced induction downdraft technology into its KitchenAid and JennAir brands for the North American market. This partnership allows Whirlpool to offer differentiated induction products leveraging BORA's proprietary technology.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Elica: Elica is an Italian manufacturer of range hoods and cooktop extractor systems, the closest direct peer to BORA. Both companies pioneered integrated extractor-in-cooktop solutions and compete in European premium kitchens with similar technology and customer profiles.
• Faber: Faber is an Italian hood and cooktop extractor specialist owned by Franke Group. It directly overlaps with BORA in downdraft and integrated extractor technology and serves the same premium European kitchen market.
• Falmec: Falmec is an Italian premium range hood and kitchen ventilation manufacturer. It competes head-to-head with BORA in design-led, integrated extractor solutions for high-end residential kitchens across Europe and internationally.
• Best Range Hoods: Best is a US manufacturer of range hoods and ventilation products, including downdraft and integrated solutions. It is comparable to BORA in product category (kitchen ventilation/extractors) though with a more mass-market positioning.

Broad incumbents

• Miele: Miele is a German family-owned premium appliance manufacturer offering a full built-in kitchen range (ovens, cooktops, hoods, refrigeration). BORA competes with Miele in the premium kitchen segment and increasingly co-specifies with it in luxury projects.
• Gaggenau: Gaggenau is BSH's ultra-premium built-in kitchen appliance brand. It overlaps with BORA on cooktops, ovens, and hoods in the highest-end residential projects, often competing in the same architectural kitchen specifications.
• BSH Hausgeräte: BSH (Bosch, Siemens, Neff, Thermador, Gaggenau) is the largest European appliance group. As BORA's Whirlpool competitor and parent of several premium built-in brands, BSH is the most consequential broad incumbent shaping BORA's competitive landscape.
• Thermador: Thermador is BSH's premium US built-in kitchen brand and a peer to KitchenAid/JennAir (BORA's Whirlpool partner) in the North American luxury kitchen segment. BORA's Whirlpool partnership positions it directly against Thermador's downdraft and induction cooktop lines.
• Sub-Zero Group (Wolf): Sub-Zero and Wolf are US premium refrigeration and cooking brands targeting the same affluent homeowner segment BORA serves. They compete in luxury kitchen specifications and represent a US premium-market analogue.

Others

• Whirlpool Corporation: Whirlpool is both BORA's largest OEM customer (KitchenAid/JennAir) and a strategic competitor through its own premium cooktop lines. It is included as an OTHERS peer because the OEM relationship is central to BORA's North American growth, even though Whirlpool's broader appliance portfolio differs from BORA's specialist focus.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/boragmbh
• Facebookfacebook.com/boracookingsystems
• LinkedInde.linkedin.com/company/bora-l%C3%BCftungstechnik
• Instagraminstagram.com/boracookingsystems
• TikToktiktok.com/@boracookingsystems
• Pinterestpinterest.com/boracookingsystems
• Xx.com/BORAGmbH

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 BORA