Vogels
Vogel's Products BV is a Dutch manufacturer of AV mounting solutions founded in 1973 and headquartered in Eindhoven. The company designs, produces, and sells TV wall mounts, speaker mounts, monitor arms, and professional display mounting systems globally to consumers and AV system integrators.
- Company typePrivate
- Founded1973
- HeadquartersEindhoven, Netherlands
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Vogels does
Vogel's Products BV is a privately held Dutch manufacturer of audio/video mounting solutions, founded in 1973 by Harry Vogels and headquartered at Hondsruglaan 93 in Eindhoven, Netherlands. The company designs, engineers, and sells a broad portfolio of mounting hardware spanning consumer categories — TV wall mounts (COMFORT, ELITE, SIGNATURE series), speaker mounts and stands, TV floor stands, tablet holders, and MOMO monitor arms — and professional AV categories, including the RISE DirectControl motorized display lifts, Connect-it modular mounting systems, and dvLED and LCD video wall solutions. The engineering core is mechanical rather than software: proprietary branded technologies include OneFinger™ movement (oil-impregnated ball bearings on reinforced steel shafts), GuidanceSystem™ for wall-plate alignment, CIS® cable integration, and RISE DirectControl® for motorized lift control with manual override up to 100 kg. Nearly all products carry TÜV NORD certification, with endurance testing simulating approximately 10 years of typical use and overload tests conducted at 3–5x rated weight capacity, and OLED-optimized models mount as close as 1.5 cm to the wall.
The business model is hardware-only and transactional on the consumer side, with one-time purchase pricing spanning roughly $49.99 for entry-level COMFORT mounts up to $499 for flagship SIGNATURE full-motion mounts, plus TV floor stands at $399–$499 and Sonos Era speaker stands at $109.99–$129.99. The go-to-market is a hybrid: consumer demand is captured through direct e-commerce via country-specific vogels.com storefronts (US, UK, EU), Amazon marketplace distribution, and regional distributor networks, supported by top-of-funnel content marketing (installation blogs, SEO pages), email newsletters, and organic social on Facebook, Instagram, LinkedIn, YouTube, and Pinterest. Professional AV revenue runs through a separate field-sales motion using the Pro-AV Mount Advisor configurator and quote-based multi-year projects for system integrators, corporate customers, and large venues — flagship reference installations include a 46-meter LED wall at Oracle Red Bull Racing's MK-7 Venue and Avans University's auditorium curved LED wall. The company is led by CEO Gerdi Vogels and employs 51–100 people, achieved B Corp certification in 2024, and maintains EU regulatory compliance including REACH, RoHS, and EcoVadis sustainability reporting.
Customers split between high-volume, low-ticket consumer purchases for residential TV and speaker mounting and lower-volume, higher-value Pro-AV project work where certified safety, modular dvLED systems, and motorized lifts are procured; sales channels and partnerships with Sonos, Bowers & Wilkins, and Denon HEOS also create category-specific co-marketing. Vogel's remains founder-family controlled with no disclosed external funding, private-equity involvement, or institutional investor ownership.
Vogels firmographics
Firmographics- Name
- Vogels
- Legal name
- Vogel's Products BV
- Website
- https://vogels.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Vogel's Products BV is a Dutch manufacturer of AV mounting solutions founded in 1973 and headquartered in Eindhoven. The company designs, produces, and sells TV wall mounts, speaker mounts, monitor arms, and professional display mounting systems globally to consumers and AV system integrators.
- Ownership category
- akta.pro rank
Vogels industry classification
Industry- Product category
- Audio/Video Mounting Hardware
- NAICS
- Hardware Manufacturing (332510)
- SIC
- Household Audio & Video Equipment (3651)
- akta.pro primary industry
- TV, Shelf & Art Mounting (Anchoring & Bracketing) (HSAGAAAF)
- akta.pro secondary industries
- Home Theater Installation, Calibration & Custom AV Services Retail (CRACAEAK), Commercial/Pro AV & Home Theater (Prosumer) Retail (CRACAEAL), AV Receivers, Amplifiers & Hi‑Fi Components Retail (CRACAEAE), Smart Home Device Mounting (cameras, doorbells, sensors) (HSAGAHAH)
Keywords
Where Vogels is headquartered
LocationHeadquarters
- HQ city
- Eindhoven
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Vogels business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Consumer AV Mounting Products: Vogel's generates revenue through the sale of physical mounting products including TV wall mounts, speaker mounts, floor stands, and monitor arms. Products are sold as one-time purchases with various price points from entry-level to premium.
- Professional AV Solutions: Enterprise-grade mounting solutions for commercial AV applications including video walls, motorized display lifts, and custom project solutions for large venues and corporate installations.
- Aftermarket Services: Service and adaptor kits, warranty services, and related accessories provide additional revenue streams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | COMFORT Series entry-level TV mounts |
| One time/ perpetual license | Pay-as-you-go | ELITE Series mid-range TV mounts |
| One time/ perpetual license | Pay-as-you-go | SIGNATURE Series premium TV mounts |
| Unit Pricing | Pay-as-you-go | Speaker mounts and stands |
| Unit Pricing | Pay-as-you-go | TV Floor Stands |
| Other | Multi-year contract | Professional AV Solutions |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Vogels product offering
Product offeringCore offering
Vogel's designs, manufactures, and sells AV mounting hardware including TV wall mounts, speaker mounts and stands, TV floor stands, monitor arms, motorized display lifts, and video wall mounting systems. The company serves both residential consumers (via branded series ELITE, COMFORT, SIGNATURE) and professional AV installers and enterprises (via Pro-AV solutions) through direct e-commerce, Amazon, and regional distributors.
Product overview
Vogel's (Vogel's Products BV) is a Dutch manufacturer of AV mounting solutions founded in 1973, headquartered in Eindhoven. The product portfolio centers on TV wall mounts organized into three consumer series: ELITE (premium, ultra-slim for OLED/QLED TVs with 15-year guarantee), COMFORT (family-focused with smooth movement), and SIGNATURE (flagship DesignMount with luxury aesthetics). Supporting product lines include Speaker Mounts & Stands (with dedicated solutions for Sonos Era 100/300, Bowers & Wilkins, Denon HEOS), TV Floor Stands, and Monitor Arms (MOMO series). The company also serves professional AV markets with motorized RISE DirectControl display lifts, the Connect-it modular mounting system, and dvLED/LCD video wall solutions. Consumer support tools include the DrillRight mobile app and Flatscreenfitter online advisor. All products are TÜV NORD certified and the company achieved B Corp certification in 2024.
Differentiator
Problem solved
Functional benefit
Products and services
- TV Wall Mounts
Companies that use Vogels
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Vogels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Vogels partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AmazoncoreVogel's operates an Amazon storefront and affiliate program, selling products through Amazon's marketplace platform alongside their direct e-commerce channel. The relationship enables broader consumer reach and leverages Amazon's logistics infrastructure.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Vogels competitors and assessment
Company assessmentDirect peers
- Sanus: Sanus is a US-based TV mount brand (a Legrand AV company) offering full-motion, fixed, and tilt TV wall mounts in entry through premium tiers. Highly comparable direct competitor with overlapping product tiers and similar go-to-market across retail and e-commerce.
- Echogear: Echogear is a US mid-tier TV and AV mount brand sold primarily through Amazon and consumer channels. Direct competitor in the value-and-mid consumer mount tier where Vogel's COMFORT and ELITE series compete.
- Peerless-AV: Peerless-AV is a US specialist in professional and consumer AV mounting solutions including video walls, outdoor displays, and digital signage. Direct peer in the Pro-AV mounting category where Vogel's also competes via Connect-it and dvLED systems.
- SMS Smart Media Solutions: SMS is a German-based AV and IT mounting specialist offering video wall, signage, and conference room solutions. Direct European peer with strong overlap in video wall and Pro-AV mounting verticals.
- Atdec: Atdec is an Australia-based mounting solutions company with strengths in monitor arms, workspace mounting, and Pro-AV displays. Direct peer in commercial and workplace AV mounting.
- Vivanco: Vivanco is a German/European consumer AV accessories brand offering TV, speaker, and tablet mounting solutions. Direct European competitor to Vogel's in entry- and mid-tier consumer mounts.
- Mount-It!: Mount-It! is a US-based value-positioned AV mounting brand distributed heavily through Amazon and online channels. Direct competitor at the entry and mid consumer tiers with overlapping SKU breadth.
- Erard: Erard is a French/European AV mounting brand offering TV, speaker, and projector mounts plus Pro-AV solutions. A direct European competitor to Vogel's with similar product breadth across consumer and professional segments.
Broad incumbents
- Chief Manufacturing: Chief (Legrand AV) is a leading global Pro-AV mount and display solutions provider offering modular mounting, projector mounts, and video wall systems. Broader incumbent in the same Pro-AV mounting category, with deeper enterprise distribution.
Emerging players
- Kanto Living: Kanto is a Canadian speaker mount and stand brand with a focused niche in audio accessories. Adjacent emerging player relevant to Vogel's speaker mount line and Sonos-aligned accessory category.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Vogels social profiles
Digital presenceVogels compliance and trust
Trust signalCompliance6 records
Vogels financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vogels leadership team
Management profileNumber of profiles
Profiles1 record
Vogels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vogels M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vogels
What does Vogels do?
Vogel's designs, manufactures, and sells AV mounting hardware including TV wall mounts, speaker mounts and stands, TV floor stands, monitor arms, motorized display lifts, and video wall mounting systems. The company serves both residential consumers (via branded series ELITE, COMFORT, SIGNATURE) and professional AV installers and enterprises (via Pro-AV solutions) through direct e-commerce, Amazon, and regional distributors.
Is Vogels a public or private company?
Vogels is a private company. It is classified as family owned and is currently operating.
When was Vogels founded?
Vogels was founded in 1973. It employs 51 to 100 people.
Where is Vogels based?
Vogels is headquartered in Eindhoven, Netherlands, in the Europe region.
How does Vogels make money?
Three revenue lines are on record. Consumer AV Mounting Products are the primary driver. The others are professional AV Solutions and aftermarket Services.
Who are Vogels's main competitors?
Direct peers on record are Sanus, Echogear, Peerless-AV, SMS Smart Media Solutions, Atdec, Vivanco, Mount-It! and Erard. Chief Manufacturing is listed as a broad incumbent. Kanto Living is listed as an emerging player.
Does Vogels have an API?
No public API is recorded for Vogels.
What industry is Vogels in?
Vogels's product category is Audio/Video Mounting Hardware. Its primary akta.pro industry code is HSAGAAAF, TV, Shelf & Art Mounting (Anchoring & Bracketing), with a secondary code of CRACAEAK, Home Theater Installation, Calibration & Custom AV Services Retail. Its NAICS code is 332510 and its SIC code is 3651.