Ariete

Small Home Appliancesariete.net

Ariete is an Italian designer and marketer of small domestic appliances — spanning cooking, kitchen, coffee, cleaning, ironing, climate and air-fryer categories — sold under design-led sub-brands (Positano, Capri, Moderna, Vintage, Party Time, Breakfast) to mass-market household consumers via DTC e-commerce, Italian resellers and ~60% international export distribution.

Company typePrivate
Founded1964
HeadquartersCampi Bisenzio, Italy
Headcount—
GTM typeB2C
OfferingHardware or Manufacturing

What Ariete does

Ariete is an Italian designer and marketer of small domestic appliances, operating since 1964 out of Campi Bisenzio (Florence), and currently structured as the "Divisione Commerciale Ariete" of De'Longhi Appliances S.r.l., a wholly-owned subsidiary of the publicly listed De'Longhi Group (Treviso). The company sells across seven product categories — cooking (grills, pizza ovens, fryers, air fryers), kitchen (kettles, blenders, graters, ice machines), coffee (espresso machines, electric mokas, milk frothers), cleaning (vacuums, steam mops, spot cleaners), ironing (steam irons, vertical garment steamers), climate (radiators, fans), and party/entertaining (slush makers, popcorn, cotton candy) — organised under six design-led sub-brands (Positano, Capri, Breakfast, Moderna, Vintage, Party Time). Ariete's technology base is electromechanical rather than software-driven: patented hardware features include a 180° rotating pressing plate on the Duetto Garment Iron, a sensor-driven Smart Temp intelligent-stand on the Step Up iron, a self-cooling compressor in the gelatiera line, a no-ice slush-making cylinder, and dual-zone Sync GRILL/DUAL architecture in the Air Fryer Vertical Duo.

The business is a pure hardware-sales model: revenue comes from one-time appliance purchases through three channels — DTC e-commerce via ariete.store (with a 10% first-order newsletter discount), a domestic Italian retailer/reseller network (with a "diventa rivenditore" onboarding path), and international distributor/export channels that account for ~60% of total sales. Pricing is not publicly disclosed on the website. The customer base is mass-market household consumers across Italy and export markets, with no named enterprise/B2B anchors; secondary personas include home coffee enthusiasts and party/entertaining hosts targeted via themed collections and recipe content. Marketing relies on owned content (blog, recipe books, "La Caffetteria di Ariete" coffee hub, YouTube, downloadable catalog "Progetto Stampami") plus earned media in lifestyle and trade press.

Ariete is privately held as a division of De'Longhi Appliances S.r.l.; no standalone financials, headcount, or cap-table data are disclosed. The company holds category leadership (~50% share) in Italian electric graters and positions itself around six decades of Italian design heritage, most recently reinforced by a 60th anniversary campaign in 2024 and a 15-product "Nuova collezione" launch in 2025.

Ariete firmographics

Firmographics

Name: Ariete
Legal name: De'Longhi Appliances S.r.l.
Website: https://ariete.net
Company type: Private
Founded year: 1964
Operating status: Operating
Short description: Ariete is an Italian designer and marketer of small domestic appliances — spanning cooking, kitchen, coffee, cleaning, ironing, climate and air-fryer categories — sold under design-led sub-brands (Positano, Capri, Moderna, Vintage, Party Time, Breakfast) to mass-market household consumers via DTC e-commerce, Italian resellers and ~60% international export distribution.
Ownership category
akta.pro rank

Ariete industry classification

Industry

Product category: Small Home Appliances
NAICS: Small Electrical Appliance Manufacturing (335210), Small Electrical Appliance Manufacturing (33521)
SIC: Household Appliances (3630), Electric Housewares & Fans (3634)
akta.pro primary industry: Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF)
akta.pro secondary industries: Personal Comfort & Air Treatment Appliances Retail (Fans, Heaters, Humidifiers, Purifiers) (CRACADAI), Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA)

Keywords

Small home appliances
Kitchen appliances
Coffee machines
Air fryers
Home cleaning

Where Ariete is headquartered

Location

Headquarters

HQ city: Campi Bisenzio
HQ country: Italy
HQ region: Europe

Offices2 records

Markets served

Ariete business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

Small home appliance hardware sales: One-time purchase revenue from selling physical small domestic appliances (cooking, kitchen, coffee, cleaning, ironing, climate, air-fryer categories) through the company's own e-commerce store and via reseller/retail channels. Approximately 60% of total sales come from exports, indicating a heavily internationalized revenue mix.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Ariete product offering

Product offering

Core offering

Ariete manufactures and sells small domestic appliances for household consumers across seven core categories: cooking (mini ovens, fryers, electric grills), coffee preparation (moka, espresso, pod, capsule machines), kitchen preparation (blenders, stand mixers, hand blenders), cleaning (vacuum cleaners, steam cleaners, steam generators), ironing (irons and ironing systems), climate control (air conditioners, portable fans, dehumidifiers), and air fryers. The company also offers signature design-led collections such as the retro Linea Anni '50, Party Time, and Vintage lines.

Differentiator

Problem solved

Functional benefit

Brands

Positano: Design collection of small home appliances evoking the elegance of the Amalfi Coast.
Capri
Breakfast
Moderna
Vintage
Party Time

Products and services

Cooking Appliances

Quantifiable outcome

Leader in electric graters with ~50% market share
+2 more outcomes

Companies that use Ariete

Customer profile

Segments4 records

Ideal customer profiles1 record

Ariete technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature5 records

Ariete partnerships and signals

Strategic signal

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Ariete competitors and assessment

Company assessment

Market position

Competitive moat4 records

Key highlights7 records

Customer concentration

Ariete compliance and trust

Trust signal

Compliance3 records

Ariete financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Ariete leadership team

Management profile

Number of profiles

Profiles1 record

Ariete funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Ariete M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ariete

What does Ariete do?

Is Ariete a public or private company?

Ariete is a private company. It is classified as corporate owned and is currently operating.

When was Ariete founded?

Ariete was founded in 1964.

Where is Ariete based?

Ariete is headquartered in Campi Bisenzio, Italy, in the Europe region.

How does Ariete make money?

One revenue line is on record: small home appliance hardware sales.

Does Ariete have an API?

No public API is recorded for Ariete.

What industry is Ariete in?

Ariete's product category is Small Home Appliances. Its primary akta.pro industry code is CRACADAF, Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream), with a secondary code of CRACADAI, Personal Comfort & Air Treatment Appliances Retail (Fans, Heaters, Humidifiers, Purifiers). Its NAICS code is 335210 and its SIC code is 3630.