What REFLECTS does

REFLECTS GmbH is a Cologne, Germany-based manufacturer and supplier of customizable promotional products, founded in 1988 and operating as a private limited company (GmbH). The company manages the full value chain from in-house product design and Asian sourcing (via a strategic partnership with REFLECTS HK) to finishing operations at its Cologne headquarters. Its portfolio is organized into three registered sub-brands: RETUMBLER (premium drinkware including thermo mugs and drinking bottles with vacuum insulation), REEVES (smart electronics such as LED torches, wireless chargers, powerbanks, and charging cables), and RE98 (classic promotional items and travel accessories). Notable products include the REEVES-myFlash 300 LED torch (design-patented, recycled aluminum) and the RETUMBLER-mySTEELONE thermo mug offering up to 867 color combinations.

The core technology stack centers on online product configurators that allow resellers to customize color, material, and branding options in real time, complemented by in-house finishing capabilities (doming, pad printing, laser engraving, UV print, and 360° UV print). REFLECTS sells exclusively on a B2B basis through promotional product resellers across 18 European countries (Germany, Austria, Belgium, France, Netherlands, UK, Switzerland, Czech Republic, Denmark, Spain, Finland, Greece, Hungary, Ireland, Italy, Poland, Portugal, and Sweden), supplemented by a 24/7 online shop with volume-tiered unit pricing (typically €10-€18 per unit) and a 2% online discount for registered customers.

The revenue model is straightforward unit-based hardware sales: customized promotional products sold in tiered quantity breaks (1+ through 2,500+ units, with custom quotes above), with logo branding and finishing options priced as add-ons. Prices exclude VAT and shipping. The customer base is horizontal and fragmented across European promotional merchandise distributors, who in turn serve end-corporate buyers for branding, trade shows, employee gifts, and marketing campaigns. With 51-100 employees, REFLECTS occupies a mid-market niche in the European promotional products supply chain, differentiated by in-house design, vertical integration through its Cologne finishing operations, and an exclusive reseller-only distribution model.

Name

REFLECTS

Legal name

REFLECTS GmbH

Website

https://reflects.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

REFLECTS GmbH is a Cologne-based manufacturer of customizable promotional products sold exclusively through European B2B resellers under three sub-brands (RETUMBLER drinkware, REEVES electronics, RE98 classics), with in-house design, online configurators, and finishing services performed at its German headquarters.

Ownership category

akta.pro rank

Product category

Promotional Products Manufacturing

NAICS

Gift, Novelty, and Souvenir Retailers (45942)

SIC

Electric Housewares & Fans (3634)

akta.pro primary industry

Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)

Keywords

• Promotional products
• Customizable drinkware
• Branded merchandise
• Promotional electronics
• Trade marketing services

Headquarters

HQ city

Cologne

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Promotional Product Sales: One-time sales of customizable promotional products including drinkware (RETUMBLER brand), technology/electronics (REEVES brand), and classic promotional items (RE98 brand). Revenue generated through unit sales with quantity-based tiered pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

REFLECTS designs, sources, finishes, and distributes customizable promotional products through three sub-brands—RETUMBLER (drinkware such as thermo mugs and drinking bottles), REEVES (smart electronics such as LED torches, wireless chargers, and powerbanks), and RE98 (traditional promotional items and travel accessories). Products are sold via an online shop and a European reseller network, with in-house customization through online product configurators and finishing operations (doming, pad printing, laser engraving, UV print) performed at the Cologne headquarters.

Product overview

REFLECTS is a promotional products supplier operating three distinct sub-brands: RETUMBLER (premium drinkware including thermo mugs and drinking bottles with vacuum insulation), REEVES (smart electronics including LED torches, wireless chargers, and charging cables), and RE98 (classic promotional items and travel accessories). The company manages the entire value chain from in-house design and Asian sourcing to finishing at their Cologne headquarters. Their portfolio centers on configurable products allowing color customization and professional finishing options (laser engraving, pad printing, UV printing), with a strong emphasis on sustainability featuring recycled materials and high recycling rates. The core offering is complemented by online product configurators, branded samples, and trade marketing support services for promotional product distributors.

Differentiator

Problem solved

Functional benefit

Brands

• RETUMBLER: Best of drinkware - specializes in thermo mugs, drinking bottles, and related drinkware products
• REEVES
• RE98

Products and services

• RETUMBLER Drinkware Sub-Brand RETUMBLER is REFLECTS' registered sub-brand specializing in high-quality promotional drinkware, including thermo mugs and drinking bottles with vacuum insulation, configurable colors, and premium finishing options. It serves promotional product resellers across Europe who supply end-client businesses with branded drinkware for corporate marketing campaigns, employee gifts, and trade shows.
• REEVES Smart Electronics Sub-Brand REEVES is REFLECTS' registered sub-brand offering technology and electronic promotional products such as LED torches, wireless chargers, powerbanks, and charging cables, targeted at promotional product resellers across Europe whose end-clients need branded electronic merchandise.
• RE98 Classics & Ideas Sub-Brand RE98 is REFLECTS' registered sub-brand covering classic promotional products and ideas, including travel accessories (luggage tags, car accessories, key rings, caddy chips) and lifestyle products for resellers supplying European corporate end-clients.
• Finishing Services Professional finishing services performed at the Cologne headquarters, including Doming (epoxy resin coating), Pad printing, Laser engraving, UV print, and 360° UV print, applied to promotional products purchased by resellers for branding with end-client logos.
• Product Configurators Online configurator tool sold/used by REFLECTS to let resellers customize product colors, materials, and select finishing options (laser engraving, pad printing, UV printing) and preview branding directly through the website before placing an order.

Quantifiable outcome

• Products kept in stock in Cologne for quick delivery

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• REFLECTS HKcoreStrategic or Co-development PartnerSourcing partner in Asia. Together with REFLECTS HK, the company maintains a high-quality sourcing network across Asia for product procurement and manufacturing.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• PF Concept: One of the largest European promotional product suppliers, headquartered in the Netherlands, with multi-category portfolios (Avenue brand) and pan-European reseller distribution. Directly comparable to REFLECTS in B2B promotional merchandise distribution model.
• XD Connects: Netherlands-based promotional product supplier specializing in drinkware, tech, and lifestyle items sold through European resellers. Closely comparable in product mix (mugs, bottles, electronics) and B2B channel strategy.
• Halfar System: Germany-based manufacturer of promotional bags, backpacks, and accessories with B2B distribution. Comparable in German mid-sized promotional product manufacturing, in-house finishing, and European reseller channel.
• BrandCharger: Netherlands-headquartered tech-focused promotional product supplier (powerbanks, chargers, USB). Comparable in the REEVES smart-electronics segment and in serving European resellers with customizable tech merchandise.
• Maikii: Italy-based promotional product company focused on custom tech, drinkware, and lifestyle items distributed across Europe. Comparable in product configurability, customization, and B2B promotional channel model.
• Inspirion: Germany-based promotional product specialist with in-house design, finishing, and European B2B distribution. Directly comparable as a German mid-sized competitor in the customized promotional merchandise market.
• Toppoint: German promotional products manufacturer known for writing instruments and lifestyle merchandise sold through European resellers. Comparable in Germany-based manufacturing, customization services, and B2B promotional distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/REFLECTS_GmbH
• Facebookfacebook.com/ReflectsGmbH

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 REFLECTS