Holmes

What Holmes does

Holmes is a U.S. residential home environment brand owned and operated by Sunbeam Products, Inc., a subsidiary of the publicly traded consumer goods conglomerate Newell Brands. The brand was established in 1986 and has operated in the air quality and home comfort category for nearly 40 years, with a product portfolio spanning air purifiers (desktop, console, and tower formats with True HEPA and HEPA-Type filtration), humidifiers (ultrasonic, cool mist, and warm mist), replacement filters, fans, electric heaters, and heated bedding. Core technologies include True HEPA filtration capturing 99.97% of particles down to 0.3 microns, the aer1 premium filter sub-brand with Visipure viewing windows, Microban antimicrobial protection in humidifier components, ultrasonic humidification, AccuTemp digital thermostats on fan/heater units, and aromatherapy tray integration compatible with Vicks VapoPads. The company headquarters is listed at 6655 Peachtree Dunwoody Road in Atlanta (Sunbeam's corporate headquarters), with the brand's principal address in Milford and an additional recall/operations site in High Point, NC, plus a Canadian customer service office in Brampton, Ontario.

Holmes operates a direct-to-consumer plus mass-retail distribution model. The brand sells through its own e-commerce site (holmesproducts.com) and through Amazon, Target, and Walmart across the U.S. and Canada. Fan products are distributed via a separate licensee operating getholmesfans.com. Revenue is generated through hardware sales of air purifiers, humidifiers, fans, and heaters, and through a recurring consumable stream of replacement filters (True HEPA, HEPA-Type, carbon odor, aer1, wick). The target customer is individual residential consumers seeking indoor air quality management, allergy and asthma relief, dry-air humidification, and personal comfort, with secondary use cases among pet owners and aromatherapy enthusiasts. Pricing is not publicly disclosed and varies by retailer. There are no disclosed revenue, funding round, M&A, or leadership data points for the Holmes brand specifically; the brand does not maintain a dedicated social media presence and does not have a published mobile app.

Name

Holmes

Legal name

Sunbeam Products, Inc.

Website

https://holmesproducts.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Holmes is a U.S. residential home environment brand, owned by Sunbeam Products (a Newell Brands subsidiary), that manufactures and distributes air purifiers, humidifiers, filters, fans, heaters, and heated bedding through its e-commerce site and major retailers (Amazon, Target, Walmart) across the U.S. and Canada.

Ownership category

akta.pro rank

Product category

Consumer Home Comfort Appliances

NAICS

Small Electrical Appliance Manufacturing (335210)

SIC

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

akta.pro primary industry

Smart Air Quality Sensors, Purifiers & Humidifier/Dehumidifier Integration (HSAOANAH)

akta.pro secondary industries

Personal Comfort & Air Treatment Appliances Retail (Fans, Heaters, Humidifiers, Purifiers) (CRACADAI), HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)

Keywords

• Air purifiers
• Humidifiers
• HEPA filters
• Home comfort appliances
• Indoor air quality

Headquarters

HQ city

Milford

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Air Purifier Sales: Sales of air purifiers including desktop, console, and tower models with various filter technologies (True HEPA, HEPA-Type). Revenue generated through direct online sales and retail distribution.
2. Humidifier Sales: Sales of humidifiers including ultrasonic, cool mist, warm mist, and console models. Products feature various tank sizes, run times, and optional features like aromatherapy trays.
3. Filter and Accessory Sales: Replacement filters including True HEPA filters, HEPA-Type filters, aer1 filters, carbon odor filters, and wick filters for humidifiers. Consumable revenue stream from ongoing product maintenance.
4. Fan Sales: Sales of various fan types including tower fans, window fans, stand fans, desk fans, and oscillating fans. Licensed through separate licensee for Holmes fan products.
5. Heater Sales: Sales of portable heaters including ceramic, oil-filled, convection, and fan-forced models with various thermostat controls and safety features.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Holmes manufactures and distributes residential home environment products focused on indoor air quality and personal comfort. Core offerings include air purifiers (desktop, console, and tower models) using HEPA-type and True HEPA filtration, humidifiers (ultrasonic, cool mist, and warm mist), replacement air purifier filters, various fan types, portable heaters, and heated bedding. The brand sells directly to consumers through its e-commerce site and through major retail partners including Amazon, Target, and Walmart.

Product overview

Holmes, a brand under Sunbeam Products Inc. (Newell Brands), offers a comprehensive home comfort product portfolio centered on air quality management and climate control. The core product lines include air purifiers (desktop, console, and tower models) using HEPA-type and True HEPA filtration with the aer1 sub-brand, humidifiers (ultrasonic, cool mist, and warm mist types) with aromatherapy capabilities, air purifier replacement filters, and various fan types including window, tower, and stand fans. Additional product categories encompass heaters (ceramic, oil-filled, convection, fan-forced) and heated bedding. These products share a common focus on improving indoor air quality and personal comfort, with many featuring smart home connectivity options (WeMo), antimicrobial protection, and various filtration technologies. The brand operates through licensing partners for different product categories, with fans available through a dedicated licensee (getholmesfans.com).

Differentiator

Problem solved

Functional benefit

Brands

• aer1: Premium air purifier filter line featuring True HEPA filtration with Visipure filter viewing window technology.

Products and services

• Holmes Air Purifiers Air purifiers that capture airborne particles and allergens using HEPA-type or True HEPA filtration technology, available in desktop, console, and tower form factors for rooms of various sizes. Sold to residential consumers.
• Holmes Humidifiers Humidifiers that add moisture to dry indoor air using ultrasonic, cool mist, or warm mist technologies, available in various tank sizes and featuring antimicrobial protection and aromatherapy trays. Sold to residential consumers.
• Holmes Air Purifier Filters Replacement filters including True HEPA filters, HEPA-type filters, carbon odor filters, and aer1 branded filters for various air purifier models. Consumable accessory line for residential Holmes air purifier owners.
• Holmes Fans Residential fans including window fans with electronically reversible airflow and AccuTemp digital thermostats, tower fans with oscillation and remote control, and adjustable stand fans. Distributed through a dedicated licensee at getholmesfans.com.
• Holmes Heaters Portable electric heaters including ceramic, oil-filled, convection, and fan-forced types with various thermostat controls and safety features for residential use.
• Holmes Heated Bedding Heated blankets and warming products with dual controls and automatic temperature cycling for energy-efficient personal heating in residential bedrooms.
• Holmes aer1 Tower True HEPA Air Purifier (HAP9423-UHA) Tower air purifier with True HEPA filtration capturing 99.97% of particles down to 0.3 microns, featuring optional ionizer, Visipure filter viewing window, and 124 CADR rating for rooms up to 192 sq ft.
• Holmes aer1 Desktop HEPA Air Purifier (HAP9241B-TU) Compact desktop air purifier with HEPA-type filtration capturing 99% of particles down to 2 microns, featuring Visipure filter viewing window and 30% better dust elimination.
• Holmes Ultrasonic Top Fill Humidifier (0.36 Gallon) Compact ultrasonic humidifier with top-fill design, 16-hour run time, antimicrobial protection, and aromatherapy tray compatibility with Vicks VapoPads.
• Holmes Ultrasonic Top Fill Humidifier (1.0 Gallon) Medium room humidifier with 35-hour run time, electronic control panel, 12-hour programmable timer, and antimicrobial tank protection.

Quantifiable outcome

• Captures 99.97% of particles as small as 0.3 microns (True HEPA models)
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Two partnerships are on record, tiered minor and core.

• AllyantminorImplementation/ SI/ Consulting PartnerHolmes partnered with Allyant, an industry leader in digital accessibility, to enhance website accessibility and usability for customers with disabilities. Allyant provides regular disabled-user testing, training, remediation, and compliance monitoring services.
• Sunbeam Products, Inc.coreOthersHolmes is a brand owned and operated by Sunbeam Products, Inc., a subsidiary of Newell Brands, a publicly traded global consumer goods company. Sunbeam Products handles manufacturing, distribution, warranty support, and customer service for Holmes products.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Honeywell: Honeywell offers a comparable line of residential air purifiers, heaters, and fans under a similarly trusted heritage brand. Direct overlap with Holmes across multiple indoor air quality and personal comfort categories.
• Austin Air: Austin Air manufactures high-end residential and commercial HEPA air purifiers. Overlaps with Holmes on True HEPA filtration but competes more aggressively in the medical-grade and large-room segments.
• Blueair: Blueair specializes in premium residential air purifiers with HEPASilent technology. A direct competitor to Holmes' aer1 and True HEPA lines in the mid-to-premium purifier segment.
• Coway: Coway is a global leader in residential air purifiers and water purifiers with strong North American distribution. Competes with Holmes on HEPA filtration technology, design, and recurring filter revenue model.
• Winix: Winix offers HEPA air purifiers with PlasmaWave technology in similar form factors (tower, console) and price tiers as Holmes. Direct competition in mass-market and mid-tier retail channels.
• Levoit: Levoit is a leading DTC challenger brand in residential air purifiers and humidifiers, selling predominantly through Amazon. Competes head-to-head with Holmes on price, design, and online consumer mindshare.
• Crane USA: Crane USA produces design-forward humidifiers, air purifiers, and wellness appliances. Direct competition with Holmes on ultrasonic humidifiers and aromatherapy-capable consumer products.
• Dyson: Dyson's premium purifiers, heaters, and bladeless fans compete with Holmes at the high end of the residential air treatment market, setting the bar for design, smart features, and pricing power.
• Vicks: Vicks, a P&G brand, competes directly with Holmes humidifiers and is the manufacturer of VapoPads that integrate with Holmes units. Strong overlap in the warm-mist and medicinal-vapor humidifier segments.
• GermGuardian: Guardian Technologies markets GermGuardian UV-C and HEPA air purifiers, sanitizers, and humidifiers at similar price points to Holmes, with overlapping mass-market retail presence.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

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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 Holmes