Name

Ankarsrum

Legal name

Ankarsrum Kitchen AB

Website

https://ankarsrum.com

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Ankarsrum

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Stand Mixer Sales: Primary revenue stream from selling Ankarsrum Assistent Original stand mixers at 799 EUR per unit, available in multiple colors and finishes
2. Accessories and Attachments: Extensive range of accessories including mincers, pasta cutters, citrus presses, blenders, vegetable cutters, grain mills, ice cream makers, and replacement parts
3. Recipe Books: Sale of recipe books in multiple languages (English, Swedish, German, French, Italian, Spanish, Norwegian, Danish, Finnish) at 14-19 EUR each

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Ankarsrum manufactures and sells the Ankarsrum Assistent Original, a hand-assembled Swedish stand mixer featuring a 1500W motor, 7-liter stainless steel bowl, motor feedback system, and unique dual-position design (standing or on its side). The company offers a comprehensive ecosystem of add-on attachments including mincers, pasta cutters, vegetable cutters, grain mills, citrus presses, blenders, ice cream makers, and recipe books, all backed by a 7-year warranty.

Product overview

Ankarsrum offers a single core product line centered on the Ankarsrum Assistent Original stand mixer, a handcrafted Swedish kitchen appliance developed since 1940. The current model (AKM6230) features a powerful 1500-watt motor with automatic speed regulation, a 7-liter stainless steel bowl, and a unique two-position design. The product portfolio expands through a comprehensive ecosystem of add-on attachments including the Mincer (Basic, Complete, and Harvest packages), Pasta Cutters (Fettuccine, Lasagnette, Spaghetti), Vegetable Cutter with various drums, Grain Mill, Flake Mill, Citrus Press, Blender, Ice Cream Maker, Go Green Package, and Deluxe Package. The mixer supports a wide range of culinary functions from baking and dough kneading to pasta making, meat grinding, juicing, and vegetable processing. All products are manufactured in Sweden with a 7-year warranty, and the brand emphasizes sustainability through recycled aluminum sourcing and 100% wind-powered production.

Differentiator

Problem solved

Functional benefit

Products and services

• Ankarsrum Assistent Original Stand Mixer The flagship stand mixer produced and assembled by hand in Sweden since 1940. Features a 7L stainless steel bowl, powerful motor with motor feedback for automatic speed regulation, quiet gear unit, and unique two-position design (standing and on its side). Comes with 7-year warranty and is available in 15+ colors.
• Mincer Basic Package
• Mincer Complete Package
• Mincer Harvest Package Mincing package with Strainer attachment for processing seasonal fruits and vegetables into purees, sauces, and jams. Includes mincer, three sausage horns, grinder disc, and strainer.
• Pasta Cutter Fettuccine Pasta cutter that creates 6mm wide fettuccine strands. Made in Italy by Marcato. Attaches to Assistent Original for effortless pasta cutting with recommended thickness of 1.2-1.5mm. Priced at 109 EUR.
• Pasta Cutter Spaghetti 2mm Pasta cutter for creating 2mm thin round spaghetti strands. Made in Italy by Marcato with over 80 years of pasta machine manufacturing expertise.
• Citrus Press Citrus fruit juicer with BPA-free 1.2-liter container. Features filter that traps seeds and pulp while preventing bitter skin oils from mixing in. Compatible with all Assistent Original models N1-N30. Priced at 50 EUR.
• Vegetable Cutter Vegetable slicing and shredding attachment with three included drums: slicing drum for potatoes and vegetables, coarse grating drum for vegetables and cheese, and medium grating drum for baking applications. Priced at 169 EUR.
• Grain Mill Grain grinder attachment for grinding grains, coffee beans, and dried herbs. Adjustable grind from coarse to fine (0.25-0.45mm) via control knob. Hopper holds up to 1.25kg of unground ingredients. Priced at 159 EUR.
• Ice Cream Maker Ice cream making attachment for creating homemade frozen desserts. Includes freezer bowl for batch freezing.
• Flake Mill Grain flaker for producing oat flakes, wheat flakes, rye flakes, and rice flakes from whole grains. Not intended for nuts, raisins, or dried fruit.
• Go Green Package Healthy cooking package combining Blender with Tamper (Tritan, BPA-free, shatterproof), Citrus Press (1.2L BPA-free container), and Vegetable Cutter for smoothies, juices, and sliced/shredded vegetables.
• Deluxe Package Complete set of six popular attachments including Mincer with hole discs, Strainer, Grater, Citrus Press, and Blender with Tamper for grinding, blending, straining, squeezing, and grating. Priced at 389 EUR.
• Premium Beater Set Premium attachment set featuring oversized balloon whisks for faster whipping and lighter textures, along with durable cookie beaters designed for pie, pastry, and cookie doughs up to 1kg (2 lbs).
• Beater Bowl in Stainless Steel Stainless steel whisking bowl designed for smooth, stable whipping and high-temperature performance. Ideal for Italian meringue, whipped cream, macarons, frostings, and other delicate baked goods.
• Premium Beater Set & Bowl Complete Complete baking setup combining Premium Beaters with Beater Bowl in Stainless Steel for airy whipping to thick cookie doughs, delivering smoother mixing and consistent baking results.
• Recipe Book Recipe book included with mixer purchase containing 35 recipes covering bread, pastries, dinners, and drinks. Available in multiple languages including English, French, German, Spanish, Italian, Swedish, Norwegian, Danish, and Finnish. Priced at 14-19 EUR.

Quantifiable outcome

• 7-year warranty demonstrates confidence in product longevity and durability
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves4 records

Direct peers

• Hamilton Beach: Hamilton Beach sells affordable stand mixers and kitchen machines into mass-market retail in North America, representing the value-tier counterpart that anchors the broader category Ankarsrum competes within.
• Sage Appliances: Sage (Breville) markets premium kitchen appliances including stand mixers under the 'Scraper Mixer' and 'The Bakery Boss' lines, competing with Ankarsrum on design, premium pricing, and enthusiast positioning.
• Smeg: Smeg is an Italian premium kitchen-appliance brand offering stand mixers with strong design-led positioning in 15+ colors. Overlaps with Ankarsrum on premium pricing, design heritage, and a color-forward go-to-market strategy.
• Cuisinart: Cuisinart (Conair) sells stand mixers and compatible attachments across North America, targeting serious home bakers in a similar price tier and positioning as Ankarsrum's primary US-based mass-premium competitor.
• Kenwood: Kenwood (De'Longhi group) is a UK-based premium stand-mixer manufacturer known for its Chef and Cooking Chef ranges with similar accessory ecosystems, competing head-to-head with Ankarsrum in Europe and Oceania.
• KitchenAid: KitchenAid (owned by Whirlpool) is the global leader in stand mixers for home use, with a vast color, accessory, and attachment ecosystem. Ankarsrum's own customer testimonials reference KitchenAid Pro as the benchmark they outperform, making it the single most direct competitor.
• Bosch: Bosch Home Appliances manufactures the Bosch Styline and Optimum stand-mixer lines, popular in Europe for serious home baking and frequently compared against Ankarsrum on heavy-dough performance.

Emerging players

• Wolf Gourmet: Wolf Gourmet (Sub-Zero Group) is a smaller, high-end US kitchen appliance brand with a stand-mixer offering that targets design-conscious premium consumers — overlapping with Ankarsrum on niche, premium-segment positioning.

Broad incumbents

• AEG: AEG (Electrolux group) is a European premium kitchen-appliance brand with a stand-mixer and food-preparation range serving broadly overlapping retail channels and consumer segments as Ankarsrum across Europe.
• Electrolux: Electrolux is a global major-appliance incumbent that previously manufactured the Assistent Original stand mixer under earlier iterations of the product. They remain a historically relevant peer and a potential strategic partner/competitor in the European kitchen-appliance market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCvbrvIzz39VJsLSAT2SqPQA
• Facebookfacebook.com/Ankarsrum
• LinkedInlinkedin.com/company/ankarsrum-kitchen
• Instagraminstagram.com/ankarsrum
• TikToktiktok.com/@ankarsrumassistent
• Pinterestpinterest.se/ankarsrumassistent
• Xx.com/ankarsrumglobal

Revenue estimate

Valuation estimate

Number of profiles

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 Ankarsrum