ETHERMA

What ETHERMA does

ETHERMA Elektrowärme GmbH is a second-generation Austrian family-owned manufacturer of electric heating systems, founded in 1981 in Henndorf am Wallersee by Peter Reiter and now led by Managing Director Thomas Reiter. The company designs and produces a comprehensive electric-heating portfolio spanning underfloor heating mats (eFLOOR PRO, STRONG, LAMINOTHERM, SCREED, CABLE SCREED), infrared heating panels (LAVA 3.0 series, LAVA LUX, LAVA MAXIMUS, LAVA DESK, LAVAART custom designs), short-wave infrared heaters (EXO and SOLAMAGIC-branded), direct heating devices (DUO PLUS S2, eFLOW, ZESTO), the FIRE+ICE monobloc air-to-air heat pump, instantaneous and storage water heaters (ETHERMA AQUA), and outdoor/industrial surface heating, roof heating, and pipe trace heating systems. All eFLOOR underfloor products are 100% PFAS-free, the portfolio is Ecodesign-compliant under EU 2024/1103, and selected products carry up to 30 years warranty via eWARRANTY.

The business operates a hybrid B2B go-to-market: direct project and enterprise sales (planning, heat-demand analysis, sizing, commissioning) supported by inside-sales enquiry handling, territory-based field sales forces in Austria and Germany, an Export Sales function covering international markets, and a large network of certified installer/electrician dealer partners plus country-specific distributors across Benelux, UK, Nordics, Portugal, Slovakia, Switzerland, Hungary, Poland, and Vietnam. Manufacturing is concentrated at the Henndorf site (Plants 1 and 2), with wholly-owned sales subsidiaries ETHERMA Deutschland GmbH (Ismaning), ETHERMA Benelux BV (Hengelo), and ETHERMA Nordics ApS (Ballerup/Copenhagen), and ETHERMA Skandinavia OY (Finland) and ETHERMA Sarajevo (Bosnia-Herzegovina). Revenue is generated primarily through one-time hardware unit sales with bespoke project pricing for custom-made mats, LAVA DYL custom image panels, and turnkey project work; pricing is not publicly disclosed and flows through dealer/installer intermediaries.

In 2018 Viessmann, one of the world's largest heating-systems manufacturers, acquired a strategic stake, providing capital, channel reach, and operational continuity while ETHERMA retained Salzburg-based operational independence. Customer segments span residential (homeowners, housing associations, property developers), commercial (offices, hotels, hospitality), industrial/outdoor (factories, event venues, frost-protection use cases), and specialised verticals (churches, wellness, pool facilities).

Name

ETHERMA

Legal name

ETHERMA Elektrowärme GmbH

Website

https://etherma.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

51–100 employees

Short description

ETHERMA is a second-generation Austrian manufacturer (founded 1981, Henndorf am Wallersee) of electric heating systems — underfloor mats (eFLOOR), infrared panels (LAVA), infrared heaters (EXO/SOLAMAGIC), direct heaters, monobloc heat pumps (FIRE+ICE), and smart controls — sold across 10+ European and Asian markets through dealer networks, field sales, and subsidiaries in Germany, Benelux, and Nordics.

Ownership category

akta.pro rank

Product category

Electric Heating Systems

NAICS

Air-Conditioning and Warm Air Heating Equipment and Commercial and Industrial Refrigeration Equipment Manufacturing (333415), Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)

akta.pro primary industry

Heat Exchangers & Thermal Transfer Equipment (IMAHAKAC)

Keywords

• Electric heating systems
• Infrared heating panels
• Underfloor heating mats
• Heat pump systems
• Smart heating controls

Headquarters

HQ city

Henndorf Am Wallersee

HQ country

Austria

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electric heating hardware products: ETHERMA's primary revenue stream is the sale of manufactured electric heating products including underfloor heating mats and cables (eFLOOR series), infrared heating panels (LAVA series), infrared heaters (EXO, SOLAMAGIC), direct heating devices (DUO PLUS S2, eFLOW, SERENA ECO), heat pumps (FIRE+ICE), water heaters (AQUA series), frost protection systems (roof, gutter, pipe trace heating), and control systems (thermostats, SMART SYSTEM components). Products are sold through dealer/installer partners, direct project channels, and e-commerce.
2. Custom / project-specific solutions: ETHERMA offers custom-made products including mesh heating mats manufactured to specific floor plans for unusual geometries, custom-assembled heating tapes for frost protection with factory-fitted waterproof insulation, and custom LAVA DYL infrared panels with personal motifs (photos, logos) behind glass. These bespoke products command project pricing and represent a significant revenue differentiator.
3. Planning, consulting and project support services: ETHERMA provides planning support including heat demand analysis, sizing, drawing/specification checks, installation support, and commissioning assistance as part of its turnkey offering. These professional services complement product sales, particularly for large-scale project customers (housing associations, property developers).

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

ETHERMA is an Austrian manufacturer of electric heating systems producing underfloor heating mats and cables (eFLOOR series, 100% PFAS-free), infrared heating panels (LAVA series), infrared heaters (EXO, SOLAMAGIC), direct heating devices (DUO PLUS S2, eFLOW), monobloc air-to-air heat pumps (FIRE+ICE), instantaneous and storage water heaters (ETHERMA AQUA), frost protection systems (roof, gutter, pipe trace heating), and smart wireless control systems (SMART SYSTEM). The portfolio is sold through a network of certified electrician/installer dealers, direct project sales, and regional distributors across DACH, Benelux, Nordics, UK, and additional European and Asian markets, supported by an up to 30-year eWARRANTY program.

Product overview

ETHERMA is an Austrian electric heating systems manufacturer with over 40 years of experience, producing a comprehensive portfolio of heating solutions. The product lineup centers on underfloor heating (eFLOOR series: PRO, STRONG, LAMINOTHERM, SCREED, CABLE SCREED, and custom variants), infrared heating panels (LAVA series: 3.0, LUX, MAXIMUS, DESK ZONE, ART), infrared heaters (EXO and SOLAMAGIC brands), direct heating devices (DUO PLUS S2, eFLOW, ZESTO), heat pumps (FIRE+ICE monobloc), water heaters (AQUA series), and smart control systems (SMART SYSTEM, SMARTSET, SMARTSET). The portfolio also includes specialized systems for open space heating, roof heating, and pipe trace heating. Products are marketed under the eWARRANTY program offering up to 30 years extended warranty, and all underfloor heating products are 100% PFAS-free. The company operates internationally through subsidiaries in Germany, Benelux, and Nordics, and was partially acquired by Viessmann in 2018.

Differentiator

Problem solved

Functional benefit

Brands

• LAVA: Designer infrared heating panel series including LAVA 3.0, LAVA LUX (combines heating with LED light), LAVA MAXIMUS (high-performance infrared heater for large rooms), LAVA DESK (desk heating solutions), LAVA DYL (custom design with personal motifs)
• eFLOOR
• FIRE+ICE
• eWARRANTY
• ETHERMA SMART SYSTEM
• ZESTO
• EXO
• ETHERMA AQUA

Quantifiable outcome

• Up to 30% heating cost savings with LAVA DESK ZONE vs. full room heating (TU Dresden studies)
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature7 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Jowitherm Nederland BV (ETHERMA BENELUX)coreStrategic or Co-development Partner · 1 December 2017In December 2017, Jowitherm Nederland BV merged with ETHERMA Elektrowärme GmbH to form ETHERMA Holding GmbH. Jowitherm Nederland BV was renamed ETHERMA Benelux BV, becoming ETHERMA's sales subsidiary for the Benelux region. ETHERMA Austria serves as both sales organisation for Austria and production headquarters.
• IG-Infrared (EIH Association)minorStrategic or Co-development Partner · 1 January 2014ETHERMA is a founding member of the IG-Infrared (EIH Association) association, which was established in 2014 to enforce binding quality standards in the rapidly growing infrared heating sector. ETHERMA participates in setting industry standards for infrared heating quality.
• SOLAMAGICminorChannel Partner/ Reseller/ Distributor · 1 January 2010ETHERMA became the exclusive sales partner for SOLAMAGIC products in 2010, expanding the product portfolio with high-quality short-wave infrared heaters. ETHERMA handles distribution of SOLAMAGIC branded products in its territories.
• ARC Thermal Solutions (UK)minorChannel Partner/ Reseller/ DistributorUK sales partner for ETHERMA products. Located in Chesham, Buckinghamshire. Handles distribution and sales support for the UK market.
• DUO-THERMO (Portugal)minorChannel Partner/ Reseller/ DistributorPortuguese sales partner. Sistema de Aquecimento, Lda. Located in Boliqueime, EN 125, Portugal. Handles distribution of ETHERMA heating products in Portugal.
• Pro Designe (Slovakia)minorChannel Partner/ Reseller/ DistributorSlovak sales partner. Handles distribution of ETHERMA products in Slovakia with multiple brand websites (solamagic.sk, atraktivnekurenie.sk, nanoheat.sk, heatart.sk).
• Systec Therm AG (Switzerland)minorChannel Partner/ Reseller/ DistributorSwiss sales partner. Located in St. Gallen. Handles distribution of ETHERMA products in the Swiss market.
• KKR Hungary Kft. (Hungary)minorChannel Partner/ Reseller/ DistributorHungarian sales partner. Website: termozold.hu. Handles distribution of ETHERMA products in Hungary.
• ENERZON Sp. z o.o. (Poland)minorChannel Partner/ Reseller/ DistributorPolish sales partner. Located in Chotomów. Handles distribution of ETHERMA products in the Polish market.
• iHaus (Vietnam)minorChannel Partner/ Reseller/ DistributorVietnamese sales partner. Located in Hanoi. Handles distribution of ETHERMA products in the Vietnamese market.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Viessmann: German global HVAC manufacturer of heat pumps, boilers, and complete heating systems. Strategic investor in ETHERMA since 2018 with overlapping product lines; serves as both parent and competitor across residential, commercial and industrial heating markets worldwide.
• Bosch Thermotechnology: Global HVAC manufacturer offering heat pumps, boilers, and electric heating products as part of Bosch Home Comfort group. Competes with ETHERMA in residential electric heating while offering broader portfolio, larger R&D budget, and global distribution footprint.
• Vaillant: European HVAC manufacturer with heat pumps, boilers and electric heating products. Competes with ETHERMA in residential and commercial heating markets across DACH and broader Europe with substantially greater scale, brand spend, and installer network reach.

Direct peers

• Warmup: UK-based specialist manufacturer of electric underfloor heating systems and smart heating controls. Directly competes with ETHERMA's eFLOOR and SMART SYSTEM product lines, serving similar installer channels and end customers in residential and commercial renovation across Europe and North America.
• Rehau: German-based manufacturer of polymer-based heating/cooling solutions including surface heating and cooling systems. Directly competes with ETHERMA's eFLOOR underfloor heating line, serving similar residential and commercial construction customers across DACH and Europe.
• Hemstedt GmbH: German electric heating manufacturer with similar heritage (founded in the 1960s) producing underfloor heating mats, infrared heaters, and frost protection systems. Competes with ETHERMA across DACH markets in core product categories with comparable business model and customer base.
• Stiebel Eltron: German manufacturer of heat pumps, electric water heaters, and electric heating systems. Most direct comparable peer with overlapping product portfolio (heat pumps, instantaneous water heaters, underfloor heating, infrared) and shared focus on energy-efficient residential and commercial heating across DACH and Europe.
• OJ Electronics: Danish heating controls manufacturer (now part of Danfoss) producing thermostats and smart heating controls. Directly competes with ETHERMA's SMART SYSTEM (SMARTBOX, SMARTCUBE, SMART app) product family in the residential and commercial heating controls category.
• Fenix Group: Czech-based electric heating manufacturer offering underfloor heating, infrared panels, and direct heaters across European markets. Closely comparable in scale and product focus, competing head-to-head in residential and commercial heating with similar B2B distribution through installer networks.
• Devi (Danfoss): Danish electric underfloor heating brand owned by Danfoss, serving residential and commercial markets with electric heating mats, thermostats, and smart controls. Directly competes with ETHERMA's eFLOOR product line and SMART SYSTEM controls, leveraging Danfoss's broader heating platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/etherma
• YouTubeyoutube.com/user/ethermagmbh
• Facebookde-de.facebook.com/etherma
• LinkedInlinkedin.com/company/ethermagroup
• Instagraminstagram.com/etherma_gmbh

Compliance16 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries5 records

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 ETHERMA