Robomow
Robomow, a Stanley Black & Decker brand founded in 1995, designs and sells autonomous robotic lawn mowers for residential homeowners across 20+ European countries, generating revenue through hardware unit sales via certified dealers, major retail chains, and online channels.
- Company typePrivate
- Founded1995
- HeadquartersAndelst, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Robomow does
Robomow is a consumer robotics brand that designs, manufactures, and distributes autonomous robotic lawn mowers for residential use across more than 20 European countries and Israel. Founded in 1995 as Friendly Machines by Udi Peless and Shai Abramson, the company was rebranded 'Robomow' in 2005 and is now operated by Stanley Black & Decker Outdoor GmbH (Saarbrücken, Germany) following Stanley Black & Decker's 2021 acquisition of MTD Holdings. The current portfolio consists of two robotic mower series — the RKS line targeting smaller lawns (up to 1,500 m²) and the premium RK line covering medium-to-large lawns (1,000–4,000 m²) — supported by accessories such as replacement blades, perimeter wire extensions, and the RoboHome garage.
The core technology stack pairs perimeter-wire navigation with brushless DC motors, a pendulum-suspended floating deck cutting system, patented all-terrain wheels rated for 45% slopes (RK series), and omni-directional obstacle sensing. Differentiation centres on the Edge Mode Technology (cutting beyond the wheelbase for clean borders), modular user-replaceable parts, and integrated software via the Robomow App 3.0 (iOS/Android) with Amazon Alexa voice control. The current RK models (2021) and RKS models (2023) represent the sixth and seventh product generations since the Robomow Classic launched in 1998, with cumulative unit sales exceeding 50,000 across all generations.
The business model is a traditional consumer hardware play: one-time sale of robotic mower units (indicative pricing €1,199–€1,599+ depending on series), supplemented by consumables (blades), accessories (RoboHome, perimeter wire, connectors), and an upsell professional installation service. Revenue is generated through a multi-channel go-to-market combining a certified dealer/service-partner network, placement in major European retail chains (Leroy Merlin, OBI, Bauhaus, Elkjøp, Bricomarché, Bricorama), country-specific e-commerce sites, and Google Play / Apple App Store distribution for the app. The target customer is homeowners seeking automated lawn maintenance, segmented into small-lawn, large-lawn, and complex-terrain use cases. Robomow employs 11–50 staff and operates regional sales/support offices in Germany, Belgium, Italy, the Netherlands, Sweden/Norway, Switzerland, and Spain.
Robomow firmographics
Firmographics- Name
- Robomow
- Legal name
- Stanley Black & Decker Outdoor GmbH
- Website
- https://robomow.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Robomow, a Stanley Black & Decker brand founded in 1995, designs and sells autonomous robotic lawn mowers for residential homeowners across 20+ European countries, generating revenue through hardware unit sales via certified dealers, major retail chains, and online channels.
- Ownership category
- akta.pro rank
Robomow industry classification
Industry- Product category
- Robotic Lawn Mowers
- NAICS
- Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112)
- SIC
- Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)
- akta.pro primary industry
- Lawn & Garden Robots (Robotic Mowers, Yard Cleaners) (CRACARAB)
- akta.pro secondary industry
- Smart Cleaning & Domestic Robotics (Robot Vacuums/Mops, Lawn Robots) (HSAPAQAK)
Keywords
Where Robomow is headquartered
LocationHeadquarters
- HQ city
- Andelst
- HQ country
- Netherlands
- HQ region
- Europe
Offices7 records
Markets served
Robomow business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Marketing or Sales, Operations, Personnel
Revenue model
- Robotic Lawn Mower Hardware Sales: Robomow generates revenue primarily through the sale of robotic lawn mower units across multiple product series (RK Series, RKS Series) covering lawn sizes from 800 m² to 4,000 m². Accessories (blade kits, perimeter wire, RoboHome garage, wire connectors, pegs) are sold as supplementary products. This is a one-time hardware purchase model with optional accessories.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Robomow product offering
Product offeringCore offering
Robomow designs, manufactures, and sells autonomous robotic lawn mowers for residential use across two product lines — the RKS series (RKS 800, RKS 1500) for smaller lawns and the RK series (RK1000, RK1000 Pro, RK2000, RK2000 Pro, RK3000 Pro, RK4000 Pro) for medium to large lawns. The mowers operate within a perimeter wire boundary, return to a self-charging docking station automatically, and are controlled via the Robomow App 3.0 over Bluetooth and Wi-Fi.
Product overview
Robomow is a brand of robotic lawn mowers under Stanley Black & Decker Outdoor GmbH, founded in 1995. The product portfolio consists of two current-generation robotic mower series (RKS and RK) targeting different lawn sizes, supported by a range of accessories (RoboHome garage, blade kits, perimeter wires, wire connectors) and software platforms (Robomow App 3.0 mobile app, MyRobomow legacy web platform). The RKS series covers smaller lawns (up to 1,500 m²) with Wi-Fi-enabled entry models; the RK series covers medium to large lawns (1,000–4,000 m²) with premium Pro models featuring larger cutting decks (up to 42 cm), colour touchscreens, and advanced slope handling. All current mowers operate autonomously via perimeter wire navigation with floating decks, multi-zone support, and mobile app scheduling. Voice control via Amazon Alexa is a differentiating feature.
Differentiator
Problem solved
Functional benefit
Products and services
- RKS 800
Quantifiable outcome
- Handles slopes up to 45% (24°) on RK models and 35% (20°) on RKS models
- +4 more outcomes
Companies that use Robomow
Customer profileSegments3 records
Ideal customer profiles2 records
Robomow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability6 records
Feature10 records
Robomow partnerships and signals
Strategic signalScale indicators5 records
Recent moves10 records
Expansion highlights5 records
Robomow competitors and assessment
Company assessmentDirect peers
- Husqvarna Group (Automower): Husqvarna is the global category leader in robotic lawn mowers with its Automower line, including the newer EPOS wire-free GPS/RTK platform. Directly competes with Robomow in European residential robotic mowing with substantially larger scale, broader product portfolio, and a more advanced wire-free roadmap.
- Gardena (Husqvarna Group): Gardena, owned by Husqvarna Group, sells robotic lawn mowers (Sileno series) targeting the same residential European homeowner segment as Robomow, with comparable perimeter-wire and emerging wire-free models. Competes head-to-head through the same retail and dealer channels.
- STIHL (iMow): STIHL's iMow robotic mower line competes directly with Robomow in the European residential segment, leveraging STIHL's broader outdoor power equipment dealer network and brand recognition. Targets similar lawn-size segments with comparable feature sets.
- Worx (Landroid): Worx Landroid is a direct competitor in robotic lawn mowers, particularly strong in DIY/entry-level segments and aggressively expanding into vision-based and GPS navigation. Competes with Robomow's RKS entry-level line on price and feature set.
- Bosch (Indego): Bosch's Indego robotic mower line competes directly with Robomow in the European residential segment, leveraging Bosch's global brand strength and broader smart-home ecosystem (Home Connect app integration).
- Honda (Miimo): Honda Miimo robotic mowers compete in the same residential European segment, leveraging Honda's brand and engineering reputation. Targets premium and mid-tier segments with comparable lawn-size coverage to Robomow RK series.
- Greenworks (Optimow): Greenworks Optimow is a battery/robotic mower line from Greenworks, competing with Robomow in the European residential segment. Leverages Greenworks' broader 40V/60V/80V battery platform for cross-product ecosystem positioning.
- Ambrogio Robot (Zucchetti Centro Sistemi): Ambrogio is a leading Italian robotic mower brand with strong European presence, competing directly with Robomow. Offers a broad product range across residential and professional segments with both perimeter-wire and wire-free GPS models.
Emerging players
- Kress: Kress is a newer entrant in robotic mowing with a wire-free RTK/GPS navigation platform, directly threatening perimeter-wire incumbents like Robomow. Focuses on professional and prosumer segments with aggressive feature and pricing strategy.
Broad incumbents
- MTD Products (now part of Stanley Black & Decker): MTD Products, Robomow's former parent and now under Stanley Black & Decker, manufactures a wide range of outdoor power equipment including Cub Cadet, Troy-Bilt, and WOLF-Garten. Provides the manufacturing scale and dealer infrastructure underlying Robomow's current operations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Robomow social profiles
Digital presenceRobomow financial estimates
Financial estimateRevenue estimate
Valuation estimate
Robomow leadership team
Management profileNumber of profiles
Profiles4 records
Robomow funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Robomow 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 Robomow
What does Robomow do?
Robomow designs, manufactures, and sells autonomous robotic lawn mowers for residential use across two product lines — the RKS series (RKS 800, RKS 1500) for smaller lawns and the RK series (RK1000, RK1000 Pro, RK2000, RK2000 Pro, RK3000 Pro, RK4000 Pro) for medium to large lawns. The mowers operate within a perimeter wire boundary, return to a self-charging docking station automatically, and are controlled via the Robomow App 3.0 over Bluetooth and Wi-Fi.
Is Robomow a public or private company?
Robomow is a private company. It is classified as corporate owned and is currently operating.
When was Robomow founded?
Robomow was founded in 1995. It employs 11 to 50 people.
Where is Robomow based?
Robomow is headquartered in Andelst, Netherlands, in the Europe region.
How does Robomow make money?
One revenue line is on record: robotic Lawn Mower Hardware Sales.
Who are Robomow's main competitors?
Direct peers on record are Husqvarna Group (Automower), Gardena (Husqvarna Group), STIHL (iMow), Worx (Landroid), Bosch (Indego), Honda (Miimo), Greenworks (Optimow) and Ambrogio Robot (Zucchetti Centro Sistemi). Kress is listed as an emerging player. MTD Products (now part of Stanley Black & Decker) is listed as a broad incumbent.
Does Robomow have an API?
No public API is recorded for Robomow.
What industry is Robomow in?
Robomow's product category is Robotic Lawn Mowers. Its primary akta.pro industry code is CRACARAB, Lawn & Garden Robots (Robotic Mowers, Yard Cleaners), with a secondary code of HSAPAQAK, Smart Cleaning & Domestic Robotics (Robot Vacuums/Mops, Lawn Robots). Its NAICS code is 333112 and its SIC code is 3524.