Selve

What Selve does

SELVE GmbH & Co. KG is a German, family-owned manufacturer of components, drives, controls and SmartHome systems for roller shutters and textile sun protection, headquartered in Lüdenscheid, Sauerland, and founded in 1866. The company employs 251–500 people and claims the "Weltmarktführer" (world market leader) designation in roller shutter belt winders, supplying more than 3,000 customers worldwide with approximately 6,000 SKUs organized across three pillars — Antriebe (drives/motors: SE Pro, SE Plus, SEE, SEM Plus, SEZ, SEZ-NHK, SI Pro-com, SE Solar-com, MAN/SP Rescue, RolloLift), Steuerungen (controls: wired timers, iveo unidirectional radio, commeo bidirectional radio, SELVE Home 3 SmartHome platform hosted on AWS in the EU), and Rollladenbauteile (components: Gurtwickler belt winders, Gurtzug/Kurbelgetriebe, SecuFix rigid shaft connectors, SecuBlock anti-lift devices, belt guides, and the Freilauf emergency freewheel). Manufacturing is fully in-house in Germany, with motor production since 1994 and control-system production since 2003, supported by 26+ plastic injection molding machines and ~90 test stands; the 2021–2023 "SELVE Total" capex and lean program (€3.4M+) raised SecuFix capacity to ~15,000 units/day (>3M/year) and lifted motor-capacity ~30% while increasing drive-testing capacity ~70%.

The business model is exclusively B2B: SELVE sells only through specialist trade (Fachhandel) and specialized craft businesses (Fachhandwerksbetriebe), backed by a 30-person field sales team with engineering-trained technical-sales consultants, a 5-person support team, a B2B customer portal (kundenportal.selve.de), dealer locator, Schulungen training programs, and marketing/merchandising support such as the SELVE aktuell customer magazine and Marketing Compendium. Revenue streams are dominated by hardware sales of drives, controls and components; the SELVE App and SELVE Cloud are provided free of charge as ecosystem enablers. End customers (homeowners and developers) are reached indirectly via the Fachhandel. All products carry a TÜV Nord DIN EN ISO 9001 quality certification, and the company holds 2024 R+T Innovation Awards (Gold for SE Breeze-com; Silver for the Freilauf) and Klimafreundlicher Mittelstand ESG recognition. Notable enterprise references include a 52-shade SmartHome-controlled duplex penthouse in Amsterdam and third-generation specialist partner Blinten Rolladen-Technik GmbH. SELVE is led by Managing Director Andreas Böck and remains owned by the founding family, with no disclosed external investors.

Name

Selve

Legal name

SELVE GmbH & Co. KG

Website

https://selve.de

Company type

Private

Founded year

1866

Operating status

Operating

Headcount range

251–500 employees

Short description

SELVE GmbH & Co. KG is a German, family-owned manufacturer (founded 1866, Lüdenscheid) of roller shutter components, motorized drives, controls and SmartHome systems, sold exclusively through specialist trade and craft businesses to installers and property developers.

Ownership category

akta.pro rank

Product category

Roller Shutter Components and Drives

NAICS

Relay and Industrial Control Manufacturing (335314), Blind and Shade Manufacturing (337920)

SIC

Motors & Generators (3621), Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Motorized Shades, Blinds & Curtain Automation (HSAHADAD)

Keywords

• Roller shutter drives
• Sun protection motors
• Belt winders
• SmartHome controls
• Roller shutter components

Headquarters

HQ city

Lüdenscheid

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Roller Shutter and Sun Protection Drives & Motors: Sale of motorized drives for roller shutters, awnings, zip-screens, and venetian blinds. Products span multiple drive types (wired, radio, SMI bus) and series (BR1, BR2, BR3). Revenue is generated through specialist trade partners and specialized craft businesses.
2. Control Systems and SmartHome: Sale of control systems including SELVE Home (SmartHome), commeo (bidirectional radio system), iveo (unidirectional radio), and wired timer switches and wall controls. SELVE Home app and cloud services are provided free of charge.
3. Roller Shutter Components and Accessories: Sale of mechanical components including belt winders, crank gears, guide rails, worm gears, roller shutter octagonal shafts, ball bearings, and security products (SecuBlock, SecuFix).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

SELVE manufactures and sells motors (drives) for roller shutters, awnings, zip-screens, and venetian blinds, along with wired and radio control systems (SELVE Home SmartHome, commeo, iveo) and mechanical roller shutter components (belt winders, rigid shaft connectors, anti-lift devices, belt guides). With approximately 6,000 products and in-house German manufacturing of motors and controls, SELVE positions itself as a complete provider for the roller shutter and textile sun protection market, selling exclusively through specialist trade and craft businesses.

Product overview

SELVE is a complete provider of roller shutter and sun protection solutions, offering a comprehensive product portfolio organized into three main categories: Antriebe (drives/motors), Steuerungen (controls), and Rollladenbauteile (roller shutter components). The drive portfolio includes specialized motors for roller shutters (SE Pro, SEE, SE Plus, SP), awnings (SE Breeze-com, SEM Plus), and Zip-Screens (SEZ, SEZ-NHK), as well as emergency escape route solutions (SEE-NHK, MAN Rescue, SP Rescue). The control systems range from wired time switches through radio control systems (iveo and commeo) to the smart home platform SELVE Home 3. The roller shutter components include world-leading belt winders (Gurtwickler), belt guides, rigid shaft connectors (SecuFix), anti-lift security devices (SecuBlock), and the innovative Freilauf emergency freewheel. SELVE positions itself as a full-range provider with approximately 6,000 products for roller shutters and sun protection, with all products developed and manufactured in Germany.

Differentiator

Problem solved

Functional benefit

Brands

• SELVE Home: Smart home system for controlling roller shutters, sun protection, lighting, heating, cameras and other electrical devices via smartphone app
• commeo
• iveo

Products and services

• SE Pro

Quantifiable outcome

• Capacities of up to 15,000 pieces per day for SecuFix rigid shaft connector
• +4 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Three partnerships are on record, tiered core infrastructure, support and minor.

• Amazon Web Services (AWS)core infrastructureTechnology or IntegrationThe SELVE Cloud is operated externally on Amazon Web Services (AWS) infrastructure. Hardware and software are operated in data centers of this provider within the EU. SELVE has a data processing agreement (AVV) with AWS. AWS is certified under the EU-US Data Privacy Framework.
• JURANDO GmbHsupportOthersJURANDO GmbH serves as SELVE's external data protection officer (Datenschutzbeauftragter). Contact is via [email protected] or postal mail with the addition 'Datenschutzbeauftragter'.
• Meta Platforms (Facebook, Instagram)minorGTM or Marketing PartnerSELVE operates company pages on Facebook and Instagram. A joint controller arrangement (Page Controller Addendum) has been concluded with Meta Platforms Ireland Ltd. EU standard contractual clauses have been concluded to secure data transfers.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Cherubini: Italian-based manufacturer of tubular motors, radio controls and SmartHome for shutters and awnings. Comparable drive/control portfolio to SELVE, with primary strength in Southern Europe.

Direct peers

• Elero: German manufacturer of tubular motors, controls and SmartHome solutions for roller shutters, awnings and zip-screens. Headquartered in Beuren, with overlapping product lines (drives, radio, SmartHome) and similar specialist-trade distribution.
• Becker Antriebe: German-based manufacturer of drives and controls for roller shutters, awnings and blinds. Competes directly with SELVE in tubular motors and electronic limit-switch technology, serving the same Fachhandwerk channel.
• Geiger Antriebstechnik: Manufacturer of tubular drives and control systems for roller shutters and sun protection; explicitly named as a compatible partner with SELVE's Freilauf NHK product, indicating close technology overlap.
• SOMFY: Global market leader in motorized blinds, awnings, roller shutters and SmartHome controls. Direct competitor to SELVE across drives, radio controls and home automation, with similar B2B Fachhandwerk distribution in Germany.

Broad incumbents

• Warema: Large German sun-shading specialist with broad portfolio in external venetian blinds, awnings, zip-screens and SmartHome controls. Overlaps with SELVE in drives and SmartHome, but operates a much wider product and service range.
• Hunter Douglas: Global market leader in window coverings (blinds, shades, shutters) with PowerView motorization and SmartHome. A broader incumbent whose motorized shading ecosystem competes with SELVE at the project/specification level.
• Nice (NiceForte, Nice Home): Italian-listed home automation group with broad portfolio in gates, garage doors and sun shading (acquired several motor/control brands). Competes with SELVE in motorized roller shutters and SmartHome across Europe.
• heroal: German manufacturer of roller shutter, sun protection and window systems. A broader systems supplier that overlaps with SELVE in roller shutter components and motor integration, but also sells finished shutter boxes and aluminum systems.

Emerging players

• Rollease Acmeda: Manufacturer of motorized and manual shade systems, tubular motors and controls for residential and commercial applications. Competes with SELVE in drive and control electronics, especially in retrofit and OEM channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/SELVEde/featured
• Facebookfacebook.com/SELVEde
• LinkedInde.linkedin.com/company/selve-gmbh-&-co-kg
• Instagraminstagram.com/selve_germany
• Xx.com/SELVE_de

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Selve