What Artero does

Artero is a Spanish manufacturer of professional grooming products, operating since 1909 as ARTERO INSPIRING STYLE, S.A. The company organizes its business across three divisions — Pet Care (dog grooming cosmetics, scissors, clippers, brushes, and equipment), Hair Tools (professional hairdressing scissors, clippers, dryers, flat irons, and barber supplies), and Equine Care (horse grooming products). Its products target professional groomers, hairdressers, barbers, equine specialists, and to a lesser extent retail consumers conducting home grooming. The company emphasizes precision cutting instruments and ergonomic design, with its flagship Gaudí scissors line weighing 34 grams — a 42% weight reduction from conventional 59-gram scissors. Manufacturing and corporate operations are centered at the company's headquarters in Vilassar de Dalt, Barcelona, supplemented by a Barcelona sales office.

Artero generates revenue through unit sales across its three product categories, supplemented by a technical service and repair business (scissor sharpening and clipper blade repair at a €10 + VAT service fee). Pricing follows a unit-based model with two distinct tiers: B2C consumer pricing and B2B professional pricing accessed via dedicated login portals. Product pricing spans roughly €6 for entry-level combs to €289 for professional grooming packages, with premium scissor lines (Valkyrie, Gaudí) positioned at the high end. Distribution is multi-channel: direct e-commerce across country-specific websites in 10+ markets (Spain, Portugal, France, Italy, Germany, Austria, UK, USA, Belgium, Luxembourg), a network of regional sales representatives in Spain and Portugal, international distributors across Europe, company-owned physical retail stores in Spain, and a professional B2B portal. The company also distributes third-party brands including Y.S. Park, Aesculap, Oster, Moser, Wahl, and Andis.

The company is privately held with no disclosed external investment, parent company, or public ticker. Its corporate strategy emphasizes sustainability, evidenced by FSC-certified bamboo packaging, a 100 kW photovoltaic installation generating roughly 50% of headquarters energy, and a recently renovated headquarters achieving reported 35% summer / 25–30% winter energy reduction. Service policy differentiation includes complimentary return shipping on certain maintenance services and Spanish-language customer support. Distribution geography is concentrated in Western Europe with a North American beachhead in the USA, and explicit geographic exclusions for the Canary Islands, Ceuta, Melilla, Madeira, and Azores.

Name

Artero

Legal name

ARTERO INSPIRING STYLE, S.A.

Website

https://artero.com

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

101–250 employees

Short description

Artero is a Spanish manufacturer (founded 1909) of professional grooming products across Pet Care, Hair Tools, and Equine Care divisions, serving professional groomers, hairdressers, barbers, and equine specialists in 10+ countries via e-commerce, distributors, and retail stores.

Ownership category

akta.pro rank

Product category

Professional Grooming Tools and Cosmetics

NAICS

Pet and Pet Supplies Retailers (459910), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Pet Grooming Equipment & Salon Supply Distribution (CRAOAKAH)

akta.pro secondary industries

Men’s Grooming Tools & Accessories (Brushes, Combs, Scissors, Kits) (CRABAGAJ), Pet Grooming Supplies Retail (At-home) (CRALAHAG)

Keywords

• Professional grooming tools
• Pet grooming scissors
• Hairdressing equipment
• Equine care products
• Grooming clipper manufacturing

Headquarters

HQ city

Vilassar De Mar

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Care Products: Cosmetics (shampoos, conditioners, finishing products), grooming tools (scissors, clippers, brushes, combs), and equipment (grooming tables, baths, dryers) for professional and consumer dog grooming.
2. Hair Tools: Professional hairdressing scissors, clippers, hairdryers, flat irons, brushes, combs, razors and accessories for hairdressers and barbers.
3. Equine Care Products: Cosmetics, brushes, clippers, and scissors specifically designed for horse grooming and maintenance.
4. Technical Service and Repairs: Repair services for grooming tools including sharpening of scissors and clipper blades, with complimentary return shipping.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Artero manufactures and sells professional grooming tools and cosmetics across three divisions: Pet Care (dog grooming scissors, clippers, shampoos, brushes, combs, tables, baths), Hair Tools (hairdressing scissors, clippers, dryers, flat irons, brushes), and Equine Care (horse grooming cosmetics, brushes, clippers, scissors). Products are sold via direct e-commerce across 10+ country sites, regional sales representatives, distributors, and company-owned retail stores, with separate B2C and B2B pricing. The company also offers technical repair and sharpening services.

Product overview

Artero is a manufacturer of professional hairdressing and grooming products established in 1909, operating three main business divisions: Pet Care (grooming products for dogs and cats), Hair Tools (professional hairdressing tools), and Equine Care (horse grooming products). The product portfolio includes scissors (Gaudí, Aura, Valkiria, Atila, Magnum Ergo lines), electric clippers and trimmers (Clic, Inviktus, Gotham, Reaktor, Premium A5, Sprinter), combs (Tango, Chippy, Star, Bear lines from the Nature Collection), cosmetic products (shampoos, conditioners, finishing products, ear and eye care), grooming equipment (tables, baths, dryers), and accessories (brushes, grooming gloves, blade care sprays). The company positions itself with a strong ESG commitment using biodegradable, vegan materials, FSC-certified bamboo packaging, and photovoltaic energy at its facilities.

Differentiator

Problem solved

Functional benefit

Brands

• Artero Gaudí: Premium line of ultra-lightweight scissors for professional hairdressers, inspired by Antoni Gaudí and Catalan modernism. The Gaudí scissors weigh just 34g, claimed to be 42% lighter than conventional scissors.
• Artero Pet Care
• Artero Hair Tools
• Artero Equine Care

Products and services

• Tijeras Gaudí (Gaudí Scissors) Premium professional hairdressing scissors claimed as the world's lightest at 34g, representing a 42% weight reduction from conventional 59g scissors. Features a breathable ultralight handle and A-link system for smooth, precise cuts. Designed for professional hairdressers seeking ergonomic tools to reduce hand fatigue during daily cutting.
• Artero Forbici Aura (Aura Scissors) Professional dog grooming scissors with razor-sharp cutting edge, available with companion thinning scissors (Aura Sfoltitrici) for blending and softening lines on any coat type. Targets professional groomers needing precision tools.
• Artero Forbici Valkiria (Valkiria Scissors) Professional dog grooming scissors line available in straight, curved, chunker, and thinning versions. Priced in the €193-221 premium range. Designed for sculpting and finishing in professional grooming salons.
• Artero Forbici Atila (Atila Scissors) Professional dog grooming scissors available in straight, thinning, and chunker versions. Priced €123-152. Targets professional groomers across price tiers.
• Artero Macchina Clic Blu (Clic Blue Trimmer) Rechargeable cordless grooming clipper for dogs. Lithium battery, 0.3mm chrome blade, 7W power, 114g weight, 1 speed, 2,700 RPM, includes 4 attachment combs (3/4/5/6mm), 2-hour charging time, 1-hour usage time. Priced at €70.20. Targets professional and home groomers.
• Artero Macchina Inviktus (Inviktus Clipper) Professional grooming clipper priced at €169.37. Targets professional pet groomers requiring durable, higher-powered equipment.
• Artero Macchina Gotham (Gotham Clipper) Professional grooming clipper priced at €105.84. Mid-tier option for professional dog groomers.
• Artero Reaktor Professional grooming clipper priced at €149.07 for professional dog groomers.
• Artero Tosatrice Premium A5 Premium A5 type grooming clipper priced at €213.52, representing the top-tier professional dog grooming clipper in the Artero lineup.
• Macchina Sprinter Battery-powered grooming clipper priced at €22.81, positioned as an entry-level portable option.
• Artero Forbici Magnum Ergo Professional scissors for cutting large quantities of horse hair in one pass. Features smooth opening, razor edge, and ergonomic Off-Set design for maximum comfort during extended equine grooming sessions.
• Artero Kira-Guante Goma Doble (Rubber Grooming Glove) Rubber grooming glove for horses featuring flexible format and soft rubber bristles of different sizes to remove loose hair while cleaning and polishing the coat. Targets equine care professionals and horse owners.
• Artero Tango Comb (Nature Collection) Extra-fine tooth comb from the Nature Collection product line, made with FSC-certified bamboo for sustainable sourcing. Priced at €6.91. Targets professional and home groomers seeking eco-friendly tools.
• Artero Chippy Comb (Nature Collection) Oval extra-fine tooth comb from the Nature Collection. Made with FSC-certified bamboo. Targets professional and home groomers.
• Artero Star Volume Comb Model 230 Volume comb model 230 priced at €42.97, positioned as a premium volume brush for professional groomers.
• Artero Bear Volume Comb Volume comb with curved tip priced €38-45 (Bear Extra Volume at €45.37). Available in regular volume, double tip, cornerless, and extra volume variants. Premium positioning for professional groomers.
• Artero Detox Shampoo Purifying shampoo with activated charcoal for dogs with strong persistent odors, oily skin or coat, or exposure to smog and environmental dirt. 250ml format. Targets professional groomers and pet owners.
• Artero Dfender Healing Cream Healing and repair cream for equine chafing. Promotes skin regeneration, stimulates hair growth, and relieves itching. Targets horse owners and equine care professionals.
• Artero Control Insect Repellent Insect repellent product for horses in 750ml format. Targets equine professionals and stable managers needing protection against insects.
• Artero Stiletto Hoof Balm Hoof balm for maintaining hydrated horse hooves. Targets equine professionals, stable managers, and horse owners focused on equine health maintenance.
• Artero Oil Fresh Cooling Spray Disinfectant, cooling, and lubricating spray for grooming blades and scissors. Functions as disinfectant, coolant, lubricant, cleaner, and antioxidant. Targets professional groomers maintaining their tools.
• Artero Harmony Hair Straightener Professional hair straightener promoted as achieving perfect balance between technology and hair health. Targets hairdressers and styling professionals.
• Artero Level Professional Barber Shaver Professional barber shaver marketed for finishing work. Targets barbers and salon professionals.
• Technical Service and Repair Repair service for Artero grooming tools including sharpening of scissors and clipper blades. Provides complimentary return shipping. Charges €10 + VAT for declined repair quotes; €8.47 shipping for repairs under €30 unless combined with an order over €85. Targets professional and consumer customers needing tool maintenance.

Quantifiable outcome

• 42% weight reduction in Gaudí scissors (34g vs 59g conventional)
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Y.S. ParkminorChannel Partner/ Reseller/ DistributorY.S. Park is a brand of professional hairdressing brushes and combs that Artero distributes alongside its own product lines. Available through Artero's catalog and distribution network.
• AesculapminorChannel Partner/ Reseller/ DistributorAesculap clipper blades and machines are distributed through Artero's network as complementary products to Artero's own grooming equipment line.
• OsterminorChannel Partner/ Reseller/ DistributorOster clipper blades are available through Artero's distribution network as part of their blade offerings for professional grooming.
• MoserminorChannel Partner/ Reseller/ DistributorMoser clipper blades distributed through Artero's sales channels for professional grooming customers.
• WahlminorChannel Partner/ Reseller/ DistributorWahl clipper blades offered through Artero's distribution network as additional brand option for professional groomers.
• AndisminorChannel Partner/ Reseller/ DistributorAndis clipper blades available through Artero's sales channels to provide comprehensive brand options for professional grooming.
• Centro de Formación y Prevención (CFP)coreStrategic or Co-development PartnerCFP at TecnoCampus supports Artero's professional inclusion program, providing guidance and recognition for hiring employees from vulnerable groups at risk of social exclusion. This partnership enables Artero's corporate social responsibility initiatives.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Andis Company: US-based manufacturer of professional clippers and trimmers for barbering and pet grooming since 1922. Directly comparable to Artero across both the hairdressing and pet grooming divisions, with overlapping professional channels and similar premium positioning in cordless/corded clippers.
• Wahl Clipper Corporation: Global leader in professional grooming clippers, trimmers, and shavers for barbers, stylists, and pet groomers. Direct competitor to Artero across all three divisions (pet, hair, equine) and one of Artero's distributed brands — making it both a peer and a channel-relationship signal.
• Oster (Middleby Corporation): Heritage US brand of professional clippers and blades for pet grooming and barbering. Directly comparable product lines (clipper blades and machines) distributed through Artero's network, indicating head-to-head competition in the same professional accounts.
• Moser (Wahl Group): German manufacturer of professional hair clippers and trimmers, part of the Wahl Group. Closely comparable to Artero's Hair Tools and Pet Care clipper lines, with similar European professional-channel distribution and premium positioning.
• Y.S. Park: Japanese maker of professional hairdressing combs and brushes. Both a direct competitor to Artero's Hair Tools division and a distribution partner, making it one of the most analytically overlapping peers in the catalogue.
• Aesculap (B. Braun): German manufacturer of surgical-grade clipper blades and grooming equipment. Directly comparable to Artero's clipper/blade offering and distributed through Artero's network, indicating head-to-head competition in professional grooming accounts.
• Chris Christensen: US-based manufacturer of premium professional dog grooming tools, brushes, combs, and cosmetics. Closely comparable to Artero's Pet Care division in target customer (professional groomers, show handlers) and product breadth.
• Kenchii: US-based maker of professional dog grooming scissors and shears. Direct peer to Artero's Aura, Valkiria, and Atila grooming scissors lines, competing for the same professional groomer segment with similar premium pricing.
• Geib (Buttercut): Manufacturer of high-end professional grooming scissors and shears for pet groomers and show handlers. Direct peer to Artero's grooming scissors portfolio, with comparable precision-cutting positioning and B2B professional distribution.
• Kamisori Shears: Premium professional hairdressing scissors brand with global distribution. Direct peer to Artero's Gaudí and hairdressing scissors lines, competing for high-end stylists and barbers with similarly premium positioning and patented design claims.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Artero.PetCare
• Facebookfacebook.com/artero.canina
• LinkedInlinkedin.com/company/artero
• Instagraminstagram.com/artero.oficial
• TikToktiktok.com/@artero.oficial

Compliance2 records

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 Artero