Robomow

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.

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

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

• Robotic lawn mowers
• Automatic lawn care
• Residential garden robots
• Robotic mowing systems
• Smart lawn maintenance

Headquarters

HQ city

Andelst

HQ country

Netherlands

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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

Core 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

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature10 records

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Direct 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

• YouTubeyoutube.com/user/robomowofficial
• Facebookfacebook.com/RobomowPage
• Instagraminstagram.com/robomow.official
• Xx.com/Robomow
• LinkedInlinkedin.com/company/friendly-robotics-bv

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Robomow