What Krups does

Krups is a 170+ year-old kitchen-appliance and coffee-equipment brand founded in 1846 in France and now operating as a wholly-owned brand within French conglomerate Groupe SEB. Its US business is conducted through SEB International Service SAS, with a customer service and returns center in Millville, New Jersey. The product portfolio spans two main categories: Coffee Appliances (super-automatic espresso machines, filter coffee makers, and coffee grinders) and Kitchen Appliances (electric kettles, toasters, toaster ovens, hand mixers, deep fryers, waffle makers, and indoor grills). The brand's flagship super-automatic line, anchored by the EA901050 at $2,499.99, incorporates patented proprietary technologies including the Compact Thermoblock System (CTS) for rapid water heating, a built-in metal conical burr grinder with automatic grind-size adjustment, a 2-step milk frothing system, and a TFT color touchscreen. Other products feature category-specific technology such as convection heating in toaster ovens, multi-temperature control in kettles, and preset cooking functions in fryers.

Name

Krups

Legal name

SEB International Service SAS

Website

https://krupsusa.com

Company type

Private

Founded year

1846

Operating status

Operating

Headcount range

51–100 employees

Short description

Krups is a 170+ year-old brand under Groupe SEB that designs and sells small kitchen appliances and coffee machines—including super-automatic espresso machines, toasters, kettles, and fryers—directly to US home consumers through krupsusa.com and via global retail channels.

Ownership category

akta.pro rank

Product category

Small Kitchen & Coffee Appliances

NAICS

Small Electrical Appliance Manufacturing (335210), Small Electrical Appliance Manufacturing (33521), Electronics and Appliance Retailers (449210), Electronics and Appliance Retailers (4492)

SIC

Household Appliances (3630), Electric Housewares & Fans (3634)

akta.pro primary industry

Coffee, Espresso & Tea Appliances Retail (CRACADAC)

akta.pro secondary industry

Food Prep Appliances Retail (Blenders, Mixers, Processors) (CRACADAD)

Keywords

• Small kitchen appliances
• Espresso machines
• Coffee makers
• Breakfast appliances
• Coffee grinders

Headquarters

HQ city

Millville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Sale of small kitchen appliances and coffee machines directly to consumers through e-commerce website. Products include espresso machines, coffee makers, grinders, kettles, toasters, toaster ovens, waffle makers, fryers, and hand mixers at various price points from $19.99 to $2,499.99.
2. Accessories and Spare Parts: Sale of accessories, spare parts, and consumables including water filters, descaling powder, cleaning tablets, replacement parts for various appliances through the accessories store.
3. Repair Services: Warranty and post-warranty repair services through authorized repair centers with customer support.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Krups designs, manufactures, and sells a portfolio of small kitchen and coffee appliances, including super-automatic espresso machines, filter coffee makers, coffee grinders, electric kettles, toasters, toaster ovens, hand mixers, fryers, waffle makers, and indoor grills. The company sells directly to consumers through its e-commerce website and offers accessories, spare parts, and authorized repair services. Products are positioned as precision-engineered, premium home appliances at price points from $19.99 to $2,499.99.

Product overview

Krups is a brand under Groupe SEB offering a comprehensive portfolio of small kitchen appliances and coffee makers. The product line consists of two main categories: Coffee Appliances (Super Automatics, Filter Coffee Makers, and Coffee Grinders) and Kitchen Appliances (Electric Kettles, Toasters, Toaster Ovens, Hand Mixers, Fryers, Waffle Makers, and Indoor Grills). The Super Automatics line represents the premium offering with fully automatic espresso machines featuring built-in grinders and milk frothing systems. The Kitchen Appliances line provides everyday cooking and preparation tools with various price points and feature levels. Products are sold through the krupsusa.com direct-to-consumer website and retail channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Barista One-Touch Cappuccino Super Automatic Espresso Machine EA901050 Super-automatic espresso machine with 17 one-touch drink recipes, a built-in metal conical burr grinder, 15-bar pressure pump, TFT color touchscreen, and 2-step frothing technology for cappuccino and latte preparation. Targeted at home coffee enthusiasts seeking barista-quality drinks with one-touch operation.
• Super Automatic Espresso Machines (product line) Full line of super-automatic espresso machines that grind and brew fresh coffee with one-touch operation, featuring built-in grinders and milk frothing capabilities for home use.
• Filter Coffee Makers (product line) High-precision filter coffee makers that brew at optimal temperature for fuller, more balanced coffee flavor with small-batch brewing capability for home use.
• Coffee Grinders (product line) Precision coffee grinders that guarantee consistent grinding for optimal coffee flavor extraction at home.
• 4.5L Deep Fryer with 3 Baskets KJ502D51 Professional-style home deep fryer with 4.5L oil capacity and 2.6 lbs food capacity, three stainless steel baskets (1 large, 2 small), 4 preset functions (Fries, Chicken Nuggets, Onion Rings, Donuts), digital display with 60-minute timer, odor filter, and cool-touch handles.
• Fryers (product line) Deep fryers for restaurant-quality French fries, chicken nuggets, donuts, and onion rings at home.
• 6 Slice Convection Toaster Oven with Digital Controls OK505D51 Versatile convection toaster oven with 0.6 cu ft capacity, 12 functions including bake, convection bake, broil, convection broil, pizza, toast, bagel, reheat, and warm; 1500W power, 450°F max temperature; includes baking pan and removable crumb tray.
• Deluxe Toaster Oven with Convection Heating OK710D51 Convection toaster oven with fast heat-up and turbo cooking functions, 8 preset cooking options (Toast, Bagel, Bake, Roast, Broil, Pizza, and others), digital display with memory function, interior light, double racks, crumb tray, and baking pan.
• Toaster Ovens (product line) Toaster ovens with infrared heaters and convection technology for fast toasting, broiling, and baking.
• 4 Slice Savoy Black and Stainless Steel Toaster KH314050 4-slice toaster with extra-deep slots, 7 browning levels, extra-high lift, bagel and defrost settings, 30-second reheat function, removable rear crumb tray, and 1700W power.
• Toasters (product line) Toasters with reliable settings and high-precision browning for perfectly toasted bread and bagels.
• SAVOY Electric Kettle BW314 Stainless steel electric kettle with 1.7L capacity, 7 temperature settings, 60-minute keep-warm function, LCD screen, 360° rotational base, concealed heating element, removable limescale filter, and assisted lid opening.
• Electric Kettles (product line) Electric kettles for quickly heating water to precise temperatures, ideal for tea and hot beverages.
• Hand Mixers (product line) Hand mixers with attachable storage case for accessories, designed for blending mixtures without mess.
• Waffle Makers (product line) Waffle makers with metal plates that conduct heat evenly for deep-pocketed Belgian waffles that are crispy outside and light inside.
• Indoor Grills (product line) Indoor grills with multiple doneness levels and automatic cooking programs for versatile grilling.
• Accessories and Spare Parts Store Online accessories store selling consumables and replacement parts such as water filters, descaling powder, cleaning tablets, and replacement parts compatible with Krups appliances.
• Warranty and Repair Services Warranty and post-warranty repair services for Krups appliances delivered through authorized repair centers and customer support.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• Groupe SEBcoreOthersKRUPS is a brand owned by Groupe SEB, a global leader in small kitchen appliances. Groupe SEB operates multiple brands including KRUPS, and handles corporate functions including manufacturing, marketing strategy, and distribution for the KRUPS brand worldwide.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• De'Longhi: Italian appliance maker best known for its super-automatic espresso machines and connected kitchen appliances under the De'Longhi, Kenwood, and Braun brands—the closest direct peer to Krups in category, pricing tier, and super-automatic focus.
• Breville (Sage): Premium small-appliance maker (Sage in the UK/EU) with overlapping super-automatic espresso, grinder, and countertop-cooking lines aimed at the same home-barista and design-conscious consumer as Krups.
• Jura: Swiss super-automatic espresso specialist competing head-to-head with Krups EA-series machines in the $1,500–$4,000 premium tier with comparable bean-to-cup technology and home-barista positioning.
• Nespresso (Nestlé): Nespresso's Vertuo and Original super-automatic machines compete with Krups super-automatics in the home-premium coffee segment and represent both an alternative and (historically) a system-using partner reference point for Krups's bean-to-cup line.
• Cuisinart (Conair): Cuisinart sells a similarly broad portfolio of small kitchen and coffee appliances (espresso, drip, toaster ovens, hand mixers, waffle makers, kettles) at mid-to-premium price points, competing with Krups across nearly every category in the line.
• Smeg: Italian design-led premium small-appliance maker offering espresso machines, kettles, toasters, and countertop ovens in a comparable premium/lifestyle positioning to Krups.

Broad incumbents

• KitchenAid (Whirlpool): Whirlpool-owned premium kitchen brand with overlapping categories (espresso machines, kettles, toasters, hand mixers) where its iconic stand-mixer-led brand extends into the same everyday-cooking segment Krups targets.
• Hamilton Beach Brands: Large US small-appliance incumbent with comparable coffee, toaster, and countertop-cooking SKUs at lower price points; competes with Krups for the same consumer wallet at the value end.
• Mr. Coffee (Keurig Dr Pepper): Mass-market US coffee-appliance brand; overlaps with Krups on filter coffee makers and accessories and competes for entry-level coffee-buyer dollars that may later trade up to Krups's premium line.

Emerging players

• Gaggia (Philips): Heritage Italian espresso brand now under Philips Domestic Appliances, selling traditional and super-automatic espresso machines targeted at the home-barista segment Krups serves.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/krupsusa
• YouTubeyoutube.com/user/KRUPSUSA
• Facebookfacebook.com/krupsusa
• Instagraminstagram.com/krupsusa

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 Krups