LASSER AG

What LASSER AG does

LÄSSER AG is a Swiss precision-engineering company founded in 1954 in Diepoldsau, St. Galler Rheintal, and self-described as the world market leader in shuttle embroidery machines. The company develops, designs, and manufactures exclusively at its Diepoldsau headquarters, employing approximately 200 staff as of 2024–2025 across production halls, a metalworking shop, assembly halls, and an office/training building. LÄSSER remains a privately held family business with no external parent, institutional investor involvement, or public listing.

The company's product portfolio centers on the MVD75 family of shuttle embroidery machines (MVD75, MVD75-850, MVD75-BF, MVD75 MINI) controlled by the proprietary LPilot touch-screen control system and powered by MULTI V DRIVE & MULTI CAM excenter drives with HARMONIC DRIVE curve transmission. It extends into automation (CUBE fully automatic shuttle filling station at up to 350 shuttles/hour, plus the semi-automatic Schiffli MAXX II and manual Schiffli BERT), embroidery attachments (CLASSIC 2 with over 600 units in daily service in India, CHALLENGE 2, and the SEQUIN PRESS LSP10 sequin stamper), and software (EmStudio V7 CAD/CAM on annual subscription and LEdit 1.70 perpetual).

LÄSSER monetizes through hardware sales of high-value industrial machines and automation equipment, recurring software subscriptions sold via its WebShop, and aftermarket service, training, spare parts, and remote diagnostics. Distribution combines direct enterprise field sales from headquarters, a wholly-owned Indian subsidiary (LASSER MACHINE SERVICES INDIA PVT. LTD.), and service partner locations in 12 countries spanning South Asia, East Asia, Southeast Asia, North Africa, and Europe.

Name

LASSER AG

Legal name

LÄSSER AG

Website

https://laesser.ch

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

101–250 employees

Short description

LÄSSER AG is a Swiss family-owned precision engineering company founded in 1954 that develops and manufactures shuttle embroidery machines, automation equipment (CUBE), proprietary control software, and embroidery attachments, selling globally through direct enterprise sales and service partners in 12 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Diepoldsau

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Shuttle Embroidery Machines: Sale of high-performance shuttle embroidery machines including MVD75, MVD75-850, MVD75-BF, and MVD75 MINI models. Machines are developed and manufactured exclusively in Switzerland.
2. Shuttle Automation Equipment: Sale of automation equipment including CUBE (fully automatic), Schiffli MAXX II (semi-automatic), and Schiffli BERT (manual) shuttle regulation stations.
3. Embroidery Software: Sale and annual rental of embroidery CAD/CAM software including EmStudio V7 and LEdit 1.70 through the WebShop.
4. Service and Support: Service, maintenance, training, and technical support for embroidery machines. Remote diagnostics capability for efficient troubleshooting.
5. Spare Parts: Sale of original LÄSSER spare parts. Long-term availability ensured through own production.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

LÄSSER AG designs, manufactures, and sells high-performance shuttle embroidery machines (MVD75 series), shuttle automation stations (CUBE, Schiffli MAXX II, Schiffli BERT), embroidery attachments (CLASSIC 2, CHALLENGE 2, SEQUIN PRESS LSP10), and proprietary embroidery CAD/CAM software (EmStudio V7, LEdit 1.70). All machines are developed and produced exclusively at the Diepoldsau, Switzerland headquarters. The company also provides service, maintenance, training, and spare parts to its global customer base of commercial embroidery operations.

Differentiator

Problem solved

Functional benefit

Products and services

• MVD75 Shuttle Embroidery Machine The flagship high-performance LÄSSER shuttle embroidery machine representing the next generation, with proprietary machine software, user-friendly operation, and compatibility with all LÄSSER applications including sequins, cord/ribbon, ThermoCut, and BlueCut. Targets commercial embroidery operations worldwide.
• MVD75-850 Shuttle Embroidery Machine A compact shuttle embroidery machine with a smaller embroidery frame that eliminates the need for digging/ground installation, featuring a fully automatic unwinding system and a height of only 2.70m. Designed for facilities where excavation is not feasible.
• MVD75-BF Shuttle Embroidery Machine Big Frame shuttle embroidery machine with an embroidery height of 285 cm, setting new standards for large-format embroidery applications. Targets high-end commercial embroidery operations requiring oversized embroidery frames.
• MVD75 MINI Shuttle Embroidery Machine Embroidery machine designed for patterns and small orders, serving as an indispensable tool for sampling and prototyping. Uses identical user-friendly software as production machines, enabling seamless transfer of embroidery data from sample to production machines.
• CUBE Fully Automatic Shuttle Filling Station Fully automatic shuttle filling station providing massive time savings and optimized shuttle control through automated cleaning, filling, and regulation. Handles LÄSSER RH/LH or SAURER shuttles with automatic error detection and remote maintenance capability. Throughput up to 350 maximum shuttles per hour.
• Schiffli MAXX II Semi-Automatic Shuttle Regulation Station Semi-automatic shuttle regulation station with programmable logic controller for manual shuttle feeding with automatic adjustment to chosen thread tension. Bridges manual and fully automatic shuttle handling.
• Schiffli BERT Manual Shuttle Regulation Station Manual shuttle regulation station in compact tabletop format for RH (right) and LH (left) shuttles, with thread tension adjustable in gram increments. Entry-level shuttle regulation solution.
• CLASSIC 2 Embroidery Attachment Fixed assembled attachment for sequins (4/4 and 8/4 alternating), double sequins, cord, ribbon/INLINE, and ThermoCut applications. Available from LÄSSER MVD71, MTC, or ATC CUT onwards, with over 600 units in daily service in India alone.
• CHALLENGE 2 Embroidery Attachment Attachment for sequins, cord, ThermoCut, and BlueCut (Laser) applications, available as combinable devices alongside CLASSIC 2. Targets embroidery operations requiring laser cutting and additional decoration techniques.
• SEQUIN PRESS LSP10 (Paillettenstanze) Sequin punch/stamper enabling customers to produce their own sequin bands in-house. Used in conjunction with LÄSSER embroidery machines to reduce dependency on externally sourced sequin bands.
• EmStudio V7 Embroidery CAD/CAM Software Embroidery CAD/CAM software integrating iSed and LEdit, combining LÄSSER and Saurer technologies on a single platform for creating, managing, and optimizing embroidery designs. Available as annual rental package via the WebShop.
• LEdit 1.70 Embroidery Editor Software Established LÄSSER Editor for editing and optimizing embroidery data, featuring BorerCut, double sequins, section cleanup, automatic winding, automatic optimization, recipe management, FTC, yarn consumption calculation, and runtime calculation. Available for one-time purchase.
• Embroidery Machine Service and Support Service, maintenance, training, and technical support for LÄSSER embroidery machines with remote diagnostics capability for efficient troubleshooting. Includes dedicated customer portal for machine documents and ongoing customer relationship management.
• Original LÄSSER Spare Parts Sale of original LÄSSER spare parts with long-term availability ensured through the company's own in-house production. Available via direct sales and the WebShop.

Quantifiable outcome

• Reduces personnel costs by one person annually per embroidery operation
• +3 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• KAESARO AGminorStrategic or Co-development PartnerKAESARO AG collaborated with LÄSSER AG on the installation of a photovoltaic system at the Diepoldsau facility. KAESARO also built the assembly hall completed in 2019. The relationship appears operational/infrastructure focused rather than product-related.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Melco Embroidery Systems: US-based embroidery machine manufacturer offering modular systems and digitizing software for commercial embroidery businesses. Comparable mid-sized specialist competing in similar customer profile with combined hardware + software play analogous to LÄSSER's EmStudio/Ledit stack.
• Saurer (Schweizer/Saurer Group): Historically Switzerland-headquartered textile machinery group with deep embroidery and twisting heritage; LÄSSER's EmStudio V7 software explicitly bridges LÄSSER and Saurer formats. Overlapping embroidery know-how, Swiss industrial textile tradition, and shared customer base make it the closest heritage peer.
• ZSK Stickmaschinen: Germany-based manufacturer of industrial embroidery machines serving similar commercial embroidery operators. Most direct comparable: competes with LÄSSER in industrial shuttle-style and multi-head embroidery equipment for the same enterprise customer base in Europe and globally.
• HappyJapan Inc. Japanese manufacturer of industrial embroidery machines offering both multi-head and specialty embroidery systems. Comparable as an embroidery-machine specialist serving apparel and decorative embroidery operators, with overlap in target customers and end-use cases.

Broad incumbents

• Itema Group: Italy-headquartered global manufacturer of weaving machines, spare parts and services. Comparable as a specialty industrial textile-machinery leader with similar enterprise-sales model, installed-base aftermarket revenue, and global service footprint to LÄSSER.
• Barudan Co., Ltd. Long-established Japanese embroidery machine manufacturer producing multi-head computerized embroidery systems. Competes with LÄSSER in commercial embroidery installations and represents the leading alternative technology stack in the broader embroidery machinery category.
• Tajima Industries: Japan-based global leader in multi-head computerized embroidery machines for apparel and industrial applications. Competes with LÄSSER's shuttle machines from the multi-head / high-volume end of the market and shapes customer expectations on automation and software.
• Picanol Group: Belgium-based manufacturer of weaving machines serving the global textile industry. Comparable as a long-established industrial textile-machinery OEM with installed-base service model, though distinct from embroidery in core product.
• Jakob Müller Group: Switzerland-based manufacturer of narrow fabric weaving machines and textile finishing equipment. Highly comparable as a Swiss Mittelstand industrial textile-machinery specialist with comparable size, engineering culture, family ownership heritage, and global export profile.

Others

• Madeira Garnfabrik: Germany-headquartered embroidery thread and supplies manufacturer. Adjacent ecosystem participant that supplies consumables to the same LÄSSER customer base and whose technology requirements for thread compatibility inform LÄSSER machine design.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCE5nnrGHWtEp6K2VXqpNu-g
• Facebookfacebook.com/EmbroideryMachineSwiss
• Instagraminstagram.com/laesser.ch

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 LASSER AG