What Moulinex does

Moulinex is a French kitchen appliance brand and operating subsidiary of Groupe SEB, a publicly traded diversified manufacturing conglomerate on Euronext Paris. Founded in 1957 and headquartered in France (registered office at Faucogney-et-la-Mer via SEB International Services), the company specializes in small electrical kitchen appliances, distributing primarily through its direct-to-consumer e-commerce site moulinex.fr and owned physical retail stores across metropolitan France (including Corsica and Monaco). The brand targets French households, home baking enthusiasts, and gift buyers with a horizontal segmentation approach spanning entry-level to premium price points (from €20 kitchen scales to €899.99 Companion cooking robots).

The product portfolio centers on three flagship smart cooking platforms: Cookeo smart multicookers with integrated recipes and Wi-Fi connectivity, Companion all-in-one cooking robots capable of 18+ functions (cooking, blending, air frying via extension lid), and Easy Fry oil-free air fryers ranging from 3.5L to 8.3L. Supporting categories include blenders featuring proprietary Powelix blade technology (claimed 30% faster blending vs. prior generation), the patent-pending Ever Sharp self-sharpening knife system (Red Dot and IF Design Award winner), food processors, bread and ice cream makers, breakfast appliances, and convivial cooking equipment (barbecues, waffle makers, raclettes). The company operates the My Moulinex mobile application (iOS/Android) providing thousands of recipes, the Club My Moulinex loyalty program, and My Cookeo/My Companion personalization services, all supported by a 15-year repairability commitment and 6,200+ worldwide repair center network.

Revenue is predominantly transactional hardware sales under a one-time license model, complemented by recurring revenue streams including accessories and replacement parts sales, fixed-price out-of-warranty repair packages (€20.99-€92.99), extended warranties through partner EVY, and a certified refurbished product line. Go-to-market is direct-to-consumer with event-driven seasonal promotions (e.g., Soldes d'été) and installment payment options via Oney Bank (3x/4x interest-free). A dedicated B2B corporate gift program accessible via groupeseb.com opens institutional channels. Standalone revenue is not disclosed; the company operates as a private commercial brand within Groupe SEB's consolidated reporting structure.

Name

Moulinex

Legal name

SEB International Services

Website

https://moulinex.fr

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

101–250 employees

Short description

Moulinex is a French kitchen appliance brand (founded 1957, owned by Groupe SEB) that manufactures and sells multicookers (Cookeo), cooking robots (Companion), air fryers, blenders, and small kitchen appliances directly to French consumers through e-commerce and owned retail stores.

Ownership category

akta.pro rank

Product category

Small Kitchen Appliances

NAICS

Small Electrical Appliance Manufacturing (335210), Household Appliance Manufacturing (3352), Major Household Appliance Manufacturing (33522)

SIC

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

akta.pro primary industry

Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF)

akta.pro secondary industries

Minor Appliance Repair (Non-Refrigerant, Non-Gas) (HSAGANAB), Appliance Parts Replacement (Belts, Hoses, Switches, Heating Elements) (HSAGANAM), Small Appliance Repair & Service (CRACAJAC), Used Small Home Appliances Retail (CRAIANAG)

Keywords

• Small kitchen appliances
• Cooking appliances
• Multicookers
• Air fryers
• Food preparation appliances

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: One-time sale of kitchen appliances including multicookers (Cookeo), cooking robots (Companion), air fryers, blenders, food processors, kettles, coffee makers, and other small kitchen appliances.
2. Accessories and Replacement Parts: Sale of accessories, spare parts, and compatible components for all product lines through dedicated accessories shop.
3. Repair Services: Fixed-price repair packages (forfaits de réparation) covering diagnosis, parts, and labor for out-of-warranty products. Includes both in-store and transport-inclusive options.
4. Extended Warranties: Warranty extension programs offered through partner EVY for additional coverage beyond standard 2-year warranty.
5. Refurbished Products: Sale of reconditioned returned products, inspected and certified by Moulinex technicians, offered at discounted prices.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Moulinex designs, manufactures, and sells small electrical kitchen appliances for home use, including smart multicookers (Cookeo), connected cooking robots (Companion), air fryers (Easy Fry), blenders with exclusive Powelix blade technology, food processors, kettles, coffee makers, and breakfast appliances. The brand also offers accessories, spare parts, fixed-price repair services, extended warranties, and a line of refurbished products, all backed by a 15-year repairability commitment through a network of 6,200+ repair centers.

Product overview

Moulinex is a French kitchen appliance brand (part of Groupe SEB) offering a comprehensive portfolio of small electrical kitchen appliances. The product lineup centers on three flagship smart cooking platforms: Cookeo (smart multicookers with integrated recipes and Wi-Fi connectivity), Companion (all-in-one cooking robots with 18 functions, screen-based recipes, and air fryer extension capability), and Air fryers (Easy Fry line ranging from 3.5L to 8.3L). Supporting these core platforms are specialized categories including blenders (classic, portable Blend Up, and heating/chef models featuring Powelix blade technology), food processors (multifunction robots and pastry mixers), juice extractors, bread and ice cream makers, breakfast appliances (kettles, coffee makers, toasters), and convivial cooking equipment (barbecues, waffle makers, crepe makers, raclette). The company also offers accessories (air fryer lids, portable bottles), spare parts, repair services with fixed-price repair packages, extended warranty programs through partner EVY, a mobile app with thousands of recipes, loyalty programs, and a certified refurbished products line. All products carry a 15-year repairability commitment through a global network of 6,200 repair centers.

Differentiator

Problem solved

Functional benefit

Products and services

• Cookeo Smart Multicookers Connected multicooker with built-in recipes, touchscreen, and Wi-Fi capability; available in Touch Pro (with integrated scale), Wi-Fi, and standard versions for French households.
• Companion Cooking Robot All-in-one connected cooking robot with cooking, blending, and air frying functions; Wi-Fi enabled with screen-based recipes; XL capacity for 10 persons.
• Easy Fry Air Fryers Oil-free air fryers ranging from 3.5L to 8.3L capacity; includes Dual Easy Fry & Grill models with multiple cooking zones and Silence technology.
• Blenders (Countertop and Heating)
• Multifunction Food Processors Full-size food processors with multiple functions including chopping, slicing, and mixing; includes DoubleForce model with 1000W motor and 31 functions.
• Pastry Stand Mixers Stand mixers for baking including Masterchef Gourmet, Bake Partner, and Bake Essential models with capacities from 4.6L to 5L.
• Electric Kettles Electric kettles ranging from 1L to 1.7L capacity including Morning, Subito, and Majestuo models in various materials.
• Coffee Makers Coffee makers and espresso machines for home use.
• Ever Sharp Chef Knife with Integrated Sharpener 16.5cm chef knife with German stainless steel blade and patent-pending dual-pivot sharpening technology built into protective sheath that sharpens before and after each use.
• Refurbished Products Refurbished returned products checked, tested, and restored by Moulinex teams in France; 2-year warranty, 15-year repair commitment, 90-day return policy.
• Fixed-Price Repair Service Packages Out-of-warranty repair services with fixed pricing (e.g., blender repair from 33.49€) covering diagnosis, parts, and labor; available with or without transport; compatible with QualiRépar Bonus.
• Extended Warranty Programs (via EVY) Warranty extension services offered through partnership with EVY; covers mechanical failures and accidental damage beyond the standard 2-year warranty.

Quantifiable outcome

• 30% faster blending results with Powelix technology compared to previous generation models
• +1 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Breville: Direct competitor in premium small kitchen appliances including blenders, toasters, kettles, coffee makers, and cooking appliances. Overlaps with Moulinex's premium tiers (Perfectmix+ blenders, Companion cooking robots) on design and pricing.
• Instant Pot: Direct competitor in the smart multicooker category — Instant Pot pioneered the connected multicooker segment that Moulinex Cookeo competes in. Highly comparable on product category, target consumer, and pricing strategy in European distribution.
• Cuisinart: Direct peer in premium countertop kitchen appliances including food processors, blenders, multicookers, and stand mixers. Cuisinart serves similar affluent, design-conscious home-cooking consumers with comparable product breadth.
• KitchenAid (Whirlpool): Direct competitor in kitchen countertop appliances, particularly stand mixers (Moulinex Robots pâtissiers), food processors, and blenders. Both brands operate at premium price points with strong brand-equity positions in home cooking appliances.
• Tefal: Sibling brand under the same parent Groupe SEB, specializing in pots, pans, and small kitchen appliances with comparable product lines including multicookers, air fryers, and breakfast appliances. Direct peer because it serves overlapping French and European consumer segments with similar connected-appliance features.
• Russell Hobbs: Direct competitor in mass-market small kitchen appliances — kettles, toasters, coffee makers, irons, and countertop cooking. Both brands target value-to-mid-tier French and European consumer segments with similar product ranges.
• Ninja (SharkNinja): Direct competitor in air fryers, multicookers (Ninja Foodi line), and blending/blending systems targeting the same time-saving, multi-functional consumer segment that Moulinex's Cookeo and Companion address. Strong overlap on connected features and aggressive marketing in European retail.
• Hamilton Beach: Direct peer in mid-market small kitchen appliances including blenders, food processors, slow cookers, coffee makers, and air fryers. Both brands target value-oriented consumers with broad SKU coverage across kitchen categories.

Broad incumbents

• Bosch Home Appliances: Broader incumbent operating across major and small kitchen appliances — multicookers, blenders, kettles, toasters — with a wide European footprint. Competes with Moulinex on small appliances but with a stronger brand presence in built-in/major appliances.
• Philips Kitchen Appliances: Broader incumbent offering overlapping kitchen appliance categories (air fryers, blenders, multicookers, coffee makers) as part of a diversified consumer electronics portfolio. Comparable on smart-connected product lines but with wider non-kitchen focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/MoulinexFrance
• Facebookfacebook.com/moulinex.france
• LinkedInlinkedin.com/company/moulinex-s.a.

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 Moulinex