GRAM
GRAM is a Danish home appliance brand (founded 1901, Kolding) selling 250+ white goods models — refrigerators, ovens, dishwashers, washing machines — through dealer networks and B2B project sales to construction developers across Scandinavia and Poland.
- Company typePrivate
- Founded1901
- HeadquartersKolding, Denmark
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What GRAM does
GRAM (Gram A/S) is a Danish home appliances brand founded in 1901 and headquartered in Kolding, Denmark. The company markets and distributes a comprehensive white goods portfolio of over 250 models spanning refrigerators, freezers, fridge-freezers, wine coolers, cookers, ovens, hobs, extractor hoods, dishwashers, washing machines, washer-dryers, and tumble dryers. Its product lineup is built around proprietary technologies including the BakingPro System® (registered trademark) for ovens, AutoDosePro for automatic detergent dosing, EasyOff Steel surface treatment, and SmartProgram adaptive dishwashing. GRAM operates as a sales and distribution entity under Polish manufacturer Amica S.A., which produces the appliances while GRAM handles Nordic market commercialization.
The company serves two primary customer segments: B2C households purchasing white goods through an authorized dealer and retailer network, and B2B construction firms, developers, and housing cooperatives purchasing complete kitchen appliance packages for new residential developments. Geographic footprint covers Denmark, Norway, Sweden, Finland, and Poland, with wholly-owned regional sales offices in Sweden, Norway, and Finland established in the 2020s alongside the Danish headquarters and a central warehouse in Brabrand. Distribution operates through four channels: authorized dealer/retailer network, national B2B project sales force with regional coverage of Denmark, a direct-to-consumer accessory e-commerce webshop (shop.gram.dk), and a B2B service portal (b2b.gram.dk) for professional repairers. The revenue model is predominantly one-time hardware sales of white goods, with a 5-year extended warranty offered across the portfolio. Tom Wrensted serves as CEO; the sales company is described as having approximately 50 employees.
GRAM firmographics
Firmographics- Name
- GRAM
- Legal name
- Gram A/S
- Website
- https://gram.dk
- Company type
- Private
- Founded year
- 1901
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- GRAM is a Danish home appliance brand (founded 1901, Kolding) selling 250+ white goods models — refrigerators, ovens, dishwashers, washing machines — through dealer networks and B2B project sales to construction developers across Scandinavia and Poland.
- Ownership category
- akta.pro rank
Where GRAM is headquartered
LocationHeadquarters
- HQ city
- Kolding
- HQ country
- Denmark
- HQ region
- Europe
Offices5 records
Markets served
GRAM business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- White goods sales: GRAM generates revenue through the sale of home appliances including refrigerators, freezers, cookers, ovens, hobs, hoods, dishwashers, washing machines, and tumble dryers. Products are sold through dealers, retailers, and direct project sales to construction companies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Consumer white goods across multiple price tiers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
GRAM product offering
Product offeringCore offering
GRAM manufactures and supplies a full range of household white goods including refrigerators, freezers, fridge-freezers, wine coolers, cookers, ovens, hobs, hoods, dishwashers, washing machines, washer-dryers, and tumble dryers. The company offers more than 250 different models across multiple design series, price levels, and finishes (white, steel, and fully integrable). Products are sold primarily through dealer and retailer networks across Scandinavia and Poland, with dedicated B2B project sales for residential construction.
Product overview
GRAM is a Danish household appliance company offering a comprehensive portfolio of white goods. The product lineup includes refrigerators, freezers, fridge-freezers, wine coolers, cookers/ranges (induction, glass-ceramic, gas, solid plate), built-in ovens, microwaves, warming drawers, cooking hobs, extractor hoods, dishwashers, washing machines, washer-dryers, and tumble dryers. The products are organized into design series including CLASSIC (with iconic handles dating to 1950) and Fresh series. Key technologies include the BakingPro System for ovens and EasyOff Steel surface treatment. The company sells through B2B project sales for residential developments and operates an accessory webshop. The portfolio spans over 250 different models across multiple price and specification levels, with products available in white, stainless steel, and fully integrable configurations.
Differentiator
Problem solved
Functional benefit
Brands
- CLASSIC Series: Refrigerator series featuring the distinctive continuous handle design with roots dating back to the 1950s.
- Fresh Series
- BakingPro System
- AutoDosePro
- EasyOff Steel
Products and services
- Refrigerators (Køleskabe)
Quantifiable outcome
- 5-year extended warranty offered on all products
- +1 more outcomes
Companies that use GRAM
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
GRAM technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
GRAM partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Amica S.A.coreAmica S.A. is the parent company of GRAM. Service agreements and privacy policies reference Amica S.A. as the service provider. GRAM operates as a sales company under the Amica group, which manufactures the appliances.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
GRAM competitors and assessment
Company assessmentDirect peers
- Asko: Asko is a Scandinavian-rooted premium appliance brand (now part of Hisense/Gorenje Group) specializing in dishwashers, laundry, and cooking. Directly comparable in regional heritage, premium positioning, and Nordic dealer/distribution footprint to GRAM.
- Miele: Miele is a German premium appliance specialist with a strong Nordic presence, competing with GRAM in built-in cooking, dishwashing, and laundry. Comparable emphasis on durability, design, and warranty (Miele famously tests for 20 years of use), positioning Miele as the upper-bound premium reference point for GRAM's quality narrative.
- SMEG: SMEG is an Italian design-led appliance brand competing with GRAM in the design-forward built-in kitchen segment, including ovens, hobs, hoods, and refrigeration. Similar mid-premium positioning with strong design branding that overlaps GRAM's Scandinavian design heritage.
- AEG: AEG (owned by Electrolux) is a premium European appliance brand sold across the Nordics, competing head-to-head with GRAM in built-in kitchens, dishwashers, and laundry. Comparable mid-premium positioning, dealer-channel distribution, and B2B project relevance.
Regional players
- Cylinda: Cylinda is a Swedish appliance brand with a long heritage and overlapping white-goods portfolio, sold through Nordic retail channels. Closely comparable to GRAM in regional positioning, dealer-channel model, and Scandinavian design identity.
Broad incumbents
- Bosch (BSH Hausgeräte): BSH (Bosch and Siemens) is the European market leader in major home appliances, directly competing with GRAM across refrigerators, ovens, hobs, dishwashers, and laundry. BSH offers a far broader product range and global footprint but targets overlapping retail and project customers in the Nordics.
- Samsung Home Appliances: Samsung competes with GRAM in the Nordic mid-premium segment across refrigeration, cooking, and laundry, leveraging global scale, smart-home features, and aggressive retail marketing. Overlaps in B2C dealer and e-commerce channels.
- Electrolux: Headquartered in Stockholm, Electrolux is a Nordic-rooted global appliance major with strong Scandinavian brand equity — the most direct regional incumbent to GRAM. Overlaps across refrigeration, cooking, and laundry categories with broad portfolio scale that dwarfs GRAM's.
- LG Home Appliances: LG is a global appliance major with significant Nordic market share, competing with GRAM in refrigeration, laundry, and increasingly in built-in cooking. Comparable product breadth and channel mix, with substantially larger R&D and marketing investment.
Others
- Amica S.A. Amica S.A. is the Polish appliance manufacturer identified as GRAM's parent company and manufacturing partner. Relevant as the supply-side partner, captive OEM, and broader portfolio owner whose strategy directly shapes GRAM's product availability and brand investment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
GRAM social profiles
Digital presenceGRAM financial estimates
Financial estimateRevenue estimate
Valuation estimate
GRAM leadership team
Management profileNumber of profiles
Profiles4 records
GRAM subsidiaries and ownership
Company hierarchySubsidiaries3 records
GRAM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GRAM 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 GRAM
What does GRAM do?
GRAM manufactures and supplies a full range of household white goods including refrigerators, freezers, fridge-freezers, wine coolers, cookers, ovens, hobs, hoods, dishwashers, washing machines, washer-dryers, and tumble dryers. The company offers more than 250 different models across multiple design series, price levels, and finishes (white, steel, and fully integrable). Products are sold primarily through dealer and retailer networks across Scandinavia and Poland, with dedicated B2B project sales for residential construction.
Is GRAM a public or private company?
GRAM is a private company. It is classified as corporate owned and is currently operating.
When was GRAM founded?
GRAM was founded in 1901. It employs 51 to 100 people.
Where is GRAM based?
GRAM is headquartered in Kolding, Denmark, in the Europe region.
How does GRAM make money?
One revenue line is on record: white goods sales.
Who are GRAM's main competitors?
Direct peers on record are Asko, Miele, SMEG and AEG. Cylinda is listed as a regional player. Broad incumbents are Bosch (BSH Hausgeräte), Samsung Home Appliances, Electrolux and LG Home Appliances. Amica S.A. is listed as an others.
Does GRAM have an API?
No public API is recorded for GRAM.