Biral
Biral AG is a Swiss pump manufacturer founded in 1919, producing circulation, inline, booster, and submersible pumps for heating, water supply, and wastewater applications. It serves HVAC installers, utilities, and engineers across Switzerland, Germany, Netherlands, Italy, and Austria via dealer networks, an eShop, and direct project sales.
- Company typePrivate
- Founded1919
- HeadquartersMünsingen, Switzerland
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Biral does
Biral AG is a Swiss industrial pump manufacturer founded in 1919 and headquartered in Münsingen, Switzerland, operating with 101-250 employees. The company designs, produces, and supports pumps across six application categories: heating, cooling/climate, drinking water, water supply, wastewater disposal, and control systems. Its product portfolio spans circulation pumps, inline pumps, standard pumps, high-pressure pumps, submersible pumps, wastewater pumps, prefabricated pump stations, fecal pumps, lifting units, and pressure-boosting systems. Biral serves four primary use-case segments: HVAC installers, water utility and infrastructure operators, wastewater management operators, and building services engineers and planners, across Switzerland, Germany, Netherlands, Italy, Austria, and broader Europe through country-specific websites.
The company has developed a proprietary digital ecosystem that complements its hardware portfolio, including the PumpSelector selection software (versions 5 and 6), PumpStationManager planning tool, eDocuments documentation portal, BIM/CAD Download Center, and the Biral ONE App with Bluetooth connectivity for the ModulA pump line. The Biral ONE App received double Bronze recognition at the Best of Swiss Apps 2025 competition. Recent product launches include MultimAX with PWM control (2025), TopLine-C wastewater pump (2024), PrimAX T2 and eLevel (2023), and CompAX (2022).
Biral operates a hybrid go-to-market model combining an owned e-commerce channel (shop.biral.ch), a network of authorized dealers and installers for HVAC and plumbing professionals, and direct project engagement for larger infrastructure and building contracts. Revenue is generated primarily through hardware sales, supplemented by service offerings (repair, commissioning, warranty extensions, maintenance contracts) and the Biral Campus training program. Pricing is quote-based and not publicly disclosed. The company is privately held under Swiss law (Aktiengesellschaft), with Sjef de Bruijn serving as CEO of Biral Group since May 2022 and Martin Palsa as Chairman of the Board.
Biral firmographics
Firmographics- Name
- Biral
- Legal name
- Biral AG
- Website
- https://biral.ch
- Company type
- Private
- Founded year
- 1919
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Biral AG is a Swiss pump manufacturer founded in 1919, producing circulation, inline, booster, and submersible pumps for heating, water supply, and wastewater applications. It serves HVAC installers, utilities, and engineers across Switzerland, Germany, Netherlands, Italy, and Austria via dealer networks, an eShop, and direct project sales.
- Ownership category
- akta.pro rank
Biral industry classification
Industry- Product category
- Industrial Pumps
- NAICS
- Pump and Compressor Manufacturing (33391), Measuring, Dispensing, and Other Pumping Equipment Manufacturing (333914)
- SIC
- Pumps & Pumping Equipment (3561)
- akta.pro primary industry
- Pumps & Plumbing Pump Accessories (Sump, Sewage, Booster) (IMADALAL)
- akta.pro secondary industries
- Specialty & Metering Pumps (IMAHANAC), Pump & Rotating Equipment Asset Programs (Pumps, Motors, Drives) (EUANALAK)
Keywords
Where Biral is headquartered
LocationHeadquarters
- HQ city
- Münsingen
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
Biral business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Pump and Related Product Sales: Biral generates revenue through the sale of industrial and commercial pumps across heating, cooling, drinking water, water supply, and wastewater categories. Products include inline pumps, circulation pumps, high-pressure pumps, submersible pumps, prefabricated pump stations, and lifting systems.
- eShop Online Sales: Direct-to-customer online sales channel through shop.biral.ch for ordering pumps and related products.
- Service and Support: Service offerings including repair, commissioning, warranty extensions, maintenance contracts, and training through the Biral Campus.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing for professional projects |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Biral product offering
Product offeringCore offering
Biral AG manufactures and sells pumps for heating, cooling, drinking water, water supply, and wastewater applications, including inline, standard, circulation, high-pressure, submersible, and wastewater pumps along with prefabricated pump stations and lifting systems. The company complements its hardware portfolio with proprietary digital planning tools (PumpSelector, PumpStationManager), a Bluetooth-enabled mobile app (Biral ONE App), an eShop, and lifecycle services including repair, commissioning, and maintenance contracts.
Product overview
Biral is a Swiss pump manufacturer offering a comprehensive portfolio of pump solutions organized into six main product categories: Heating, Cooling/Climate, Drinking Water, Water Supply, Wastewater Disposal, and Controls. The core product line consists of specialized pumps for each application, including inline pumps, standard pumps, circulation pumps, pressure boosting systems, high-pressure pumps, submersible pumps, wastewater pumps, prefabricated pump stations, fecal pumps, and lifting units. Supporting the hardware products, Biral provides digital tools including the Biral PumpSelector (pump selection software in versions 5 and 6), PumpStationManager (planning tool), eDocuments (digital documentation), and BIM/CAD Download Center. The Biral ONE App (mobile application) and eShop (online ordering platform) enable customer access and product management. Recent product launches include TopLine-C wastewater pump (2024), MultimAX all-in-one pump with PWM (2025), and PrimAX T2, CompAX, and eLevel product lines. Biral emphasizes service and support including repair, commissioning, warranty extension, maintenance contracts, and training through their Campus program.
Differentiator
Problem solved
Functional benefit
Brands
- Biral ONE App: Mobile application for pump management and monitoring, winner of bronze awards at Best of Swiss Apps 2025
- PumpSelector
- PumpStationManager
- eDocuments
Products and services
- Heating Pumps (Inline, Standard, Circulation)
- Cooling/Climate Pumps (Inline, Circulation)
- Drinking Water Circulation Pumps
- Water Supply Pumps (Pressure Boosting, High-Pressure, Submersible)
- Wastewater Disposal Pumps and Stations
- Control Systems
- TopLine-C Wastewater Pump
- MultimAX All-in-One Pump
- PrimAX T2 Pump
- CompAX Pump
- eLevel Water Level Monitor
- ModulA Pump with Bluetooth
- Biral ONE App
- Biral PumpSelector Software
- Biral PumpStationManager
- Service & Support
- Biral Campus Training
Quantifiable outcome
- Biral ONE App won double Bronze at Best of Swiss Apps 2025
- +1 more outcomes
Companies that use Biral
Customer profileSegments4 records
Ideal customer profiles4 records
Biral technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
Biral partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Meier ToblerminorMeier Tobler is a distribution partner for Biral products in Switzerland. Biral participates in Meier Tobler expo plus 2026, a major industry exhibition.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Biral competitors and assessment
Company assessmentDirect peers
- Wilo: German-headquartered pump manufacturer with a comparable portfolio of heating circulators, water-supply boosters, and wastewater pumps. Wilo targets the same HVAC installer and water-utility customers as Biral across Europe and overlaps on digital selection and service tools.
- DAB Pumps: Italian pump manufacturer specializing in circulators, water supply, and wastewater products for residential and light commercial use. DAB is a close mid-sized European peer with similar target customers and product breadth.
- Pedrollo: Italian manufacturer of submersible, self-priming, and centrifugal pumps sold across Europe. Pedrollo overlaps with Biral in water supply and wastewater pump categories and serves similar installer and small-utility channels.
- Lowara (Xylem brand): Xylem's European-focused pump brand for HVAC, water supply, and irrigation applications. Lowara targets the same installer and small-utility customers as Biral in the DACH and broader European market.
Broad incumbents
- Grundfos: Global leader in pumps with deep European presence and a portfolio spanning HVAC circulators, water supply, and wastewater. Grundfos is the scale leader in Biral's core segments and competes head-to-head on energy-efficient circulator specifications.
- KSB: German industrial pump and valve manufacturer serving water supply, wastewater, and building services. KSB overlaps with Biral in European water and wastewater applications and offers both standardized and engineered pump solutions.
- Sulzer: Swiss-headquartered industrial flow and pumping equipment maker serving water, wastewater, and HVAC-adjacent markets. Sulzer competes with Biral particularly in wastewater and prefabricated pump stations across the DACH region.
- Xylem: Global water technology company with a strong European installed base in water supply and wastewater pumping. Xylem's portfolio of booster sets, submersible pumps, and lifting stations directly competes with Biral's Wasserversorgung and Abwasserentsorgung lines.
- Pentair: Global water solutions company with residential and commercial pump, filtration, and treatment offerings. Pentair overlaps with Biral in pressure boosting and water supply categories across European residential and light commercial segments.
Emerging players
- Ebara: Japanese pump manufacturer with growing European presence in industrial and water pumps. Ebara is expanding in European water-supply and HVAC-related categories where it increasingly competes with Biral.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Biral social profiles
Digital presenceBiral financial estimates
Financial estimateRevenue estimate
Valuation estimate
Biral leadership team
Management profileNumber of profiles
Profiles3 records
Biral funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Biral 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 Biral
What does Biral do?
Biral AG manufactures and sells pumps for heating, cooling, drinking water, water supply, and wastewater applications, including inline, standard, circulation, high-pressure, submersible, and wastewater pumps along with prefabricated pump stations and lifting systems. The company complements its hardware portfolio with proprietary digital planning tools (PumpSelector, PumpStationManager), a Bluetooth-enabled mobile app (Biral ONE App), an eShop, and lifecycle services including repair, commissioning, and maintenance contracts.
Is Biral a public or private company?
Biral is a private company. It is classified as unknown and is currently operating.
When was Biral founded?
Biral was founded in 1919. It employs 101 to 250 people.
Where is Biral based?
Biral is headquartered in Münsingen, Switzerland, in the Europe region.
How does Biral make money?
Three revenue lines are on record. Pump and Related Product Sales are the primary driver. The others are eShop Online Sales and service and Support.
Who are Biral's main competitors?
Direct peers on record are Wilo, DAB Pumps, Pedrollo and Lowara (Xylem brand). Broad incumbents are Grundfos, KSB, Sulzer, Xylem and Pentair. Ebara is listed as an emerging player.
Does Biral have an API?
No public API is recorded for Biral.
What industry is Biral in?
Biral's product category is Industrial Pumps. Its primary akta.pro industry code is IMADALAL, Pumps & Plumbing Pump Accessories (Sump, Sewage, Booster), with a secondary code of IMAHANAC, Specialty & Metering Pumps. Its NAICS code is 33391 and its SIC code is 3561.