Ugur

What Ugur does

Uğur Soğutma is a Turkish manufacturer of household and commercial cooling appliances, founded in 1954 and headquartered in Nazilli, Aydın, Turkey, operating as a private joint stock company (A.Ş.) under the Uğur Companies Group. The company produces a broad portfolio of refrigeration and cooling products organized into two main lines: consumer appliances (No-Frost and standard refrigerators, deep freezers, washing machines, dryers, dishwashers, built-in ovens/cooktops/range hoods/microwaves, wall and floor/ceiling air conditioners, water purifiers, and dispensers) and commercial refrigeration equipment (ice machines, ice cream storage cabinets and machines, display cases, supermarket freezers and coolers, bottle coolers, sherbet/ice-drink machines, and commercial water dispensers). Its technology stack centers on conventional compressor-based cooling, including No-Frost systems, heat-pump drying, environmentally friendly R600a/R290 refrigerants, and a basic ambient temperature sensing feature branded 'I FEEL' in air conditioners.

The business model is built on hardware sales through three channels: an authorized dealer network (Yetkili Bayi) across Turkey accessed via a dedicated B2B portal (ugurweb.com), a direct-to-consumer e-commerce storefront (ugur.com.tr), and an international/B2B channel targeting world brands and premium customers with custom cooling solutions, the latter typically on multi-year contracts. Pricing is unit-based for consumer products, varies by model and capacity for commercial products, and is quote-based for premium/custom work, with active seasonal campaigns and bank-partner promotions supporting demand. Customer segments span individual consumers, SMEs and food-service/retail operators (supermarkets, restaurants, hotels, convenience stores), and a smaller premium/enterprise segment. The company is part of the broader Uğur Companies Group, with adjacent wholly-owned subsidiaries in motor vehicles, integrated food, waste management, and construction, and holds ISO 27001:2022 information security certification as of 2024.

Name

Ugur

Legal name

Uğur Soğutma Makinaları Sanayi ve Ticaret Anonim Şirketi

Website

https://ugur.com.tr

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

101–250 employees

Short description

Uğur Soğutma is a Turkish manufacturer of household and commercial cooling appliances, founded in 1954 and based in Nazilli, Turkey. It produces refrigerators, freezers, washing machines, dryers, dishwashers, air conditioners, built-in appliances, and commercial refrigeration equipment, sold primarily through authorized dealers across Turkey and to international B2B customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Nazilli

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Household Appliances Sales: Sale of consumer appliances including refrigerators, washing machines, dishwashers, dryers, air conditioners, and microwaves through dealer network and direct sales.
2. Commercial Refrigeration Equipment: Sale of commercial refrigeration products including ice machines, ice cream cabinets, display cases, chest freezers, supermarket coolers and freezers for businesses.
3. Premium/Custom Solutions: Custom cooling solutions for world brands and premium customers requiring specialized refrigeration equipment.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Uğur Soğutma manufactures and markets household cooling and home appliances (refrigerators, freezers, washing machines, dryers, dishwashers, air conditioners, microwaves, built-in ovens and cooktops, water purifiers and dispensers) and commercial refrigeration equipment (ice machines, ice cream storage and display equipment, supermarket freezers and coolers, bottle coolers, commercial water dispensers). The company sells primarily through authorized dealers across Turkey and its own e-commerce platform, with custom premium solutions supplied to international brands.

Product overview

Uğur Soğutma is a Turkish home and commercial appliance manufacturer offering a comprehensive portfolio of cooling, heating, and laundry products. The product lineup includes consumer appliances (refrigerators, washing machines, dryers, dishwashers, air conditioners, microwaves, water purifiers, and dispensers) and commercial refrigeration products (ice machines, ice cream storage and machines, display cabinets, bottle coolers, and supermarket refrigeration). The consumer range spans built-in appliances (ovens, cooktops, range hoods, microwaves), freestanding appliances, and air conditioning systems (wall-type and floor/ceiling units). Commercial products target businesses in food service, hospitality, and retail sectors. The company also offers the 'Uğur Pratik' accessories line for home and office maintenance needs.

Differentiator

Problem solved

Functional benefit

Products and services

• No-Frost Refrigerators (No-Frost Buzdolabı) Frost-free refrigerators using No-Frost cooling technology, available in capacities from 362L to 680L, marketed to residential household consumers for food storage.
• Double Door Refrigerators (Çift Kapılı Buzdolabı) Double door refrigerators ranging from 206L to 304L capacity with standard cooling systems, sold to household consumers.
• Wardrobe Type Refrigerators (Gardırop Tipi Buzdolabı) Large-capacity four-door No-Frost refrigerators with 421L capacity featuring French door design, for premium residential kitchen use.
• Washing Machines (Çamaşır Makineleri) Washing machines with capacities from 9kg to 12kg, available in white and grey colors with 10-year motor warranty, for household laundry use.
• Dryers (Kurutma Makineleri) Heat pump dryers with 10kg capacity and C energy rating, featuring energy-efficient drying technology for household laundry.
• Dishwashers (Bulaşık Makineleri) Dishwashers with 8-10 programs, 44-47 dB noise levels and multiple color options, for residential kitchen use.
• Built-in Appliance Sets (Ankastre Set) Complete built-in kitchen appliance packages combining oven, cooktop and range hood, for residential fitted kitchens.
• Built-in Ovens (Ankastre Fırın) Built-in ovens with 7-10 functions, 73L-78L capacities, featuring Fry Art technology and steam-assisted cooking options, for residential kitchens.
• Built-in Cooktops (Ankastre Ocak) Built-in gas cooktops with 2-5 burners including WOK burner options, automatic ignition and gas safety systems, for fitted kitchens.
• Built-in Range Hoods (Ankastre Davlumbaz) Built-in range hoods with 60cm width, suction power from 263-650 m³/h, featuring Silent Art technology, for residential kitchens.
• Built-in Microwaves (Ankastre Mikrodalga Fırın) Built-in microwaves with 20-25L capacity and LED lighting options, for fitted residential kitchens.
• Vertical Deep Freezers (Dikey Derin Dondurucular) Vertical deep freezers with 3-7 drawer options, capacities from 87L to 600L, available in No-Frost and static cooling systems, for residential and small commercial use.
• Horizontal Deep Freezers (Yatay Derin Dondurucular) Chest freezers with 98L-416L capacity, featuring energy-efficient performance and adjustable thermostats, for household and light commercial freezing.
• Ice Cream Storage Freezers (Blok Kapaklı Dondurma Dondurucuları) Commercial ice cream storage freezers with block lids, capacities from 345L to 593L, using R600a and R290 refrigerants, for ice cream retailers and food service.
• Wall-Mounted Air Conditioners (Duvar Tipi Klimalar) Wall-mounted split air conditioners with 12,000-24,000 BTU capacity, featuring I FEEL temperature sensing technology and self-cleaning functions, for residential and small commercial spaces.
• Floor/Ceiling Air Conditioners (Salon Tipi Klimalar) Commercial floor/ceiling type air conditioners with 48,000 BTU capacity, 45,700 BTU cooling and 51,200 BTU heating, for larger commercial spaces.
• Solo Microwaves (Solo Mikrodalga) Freestanding microwave ovens with 20-25L capacity and programmable timers, for household kitchen use.
• Freestanding Cooktops (Set Üstü Ocak) Freestanding gas cooktops with 4 burners, available in glass and enamel surface options, for household kitchens.
• Water Purifiers (Su Arıtma) Water purifiers and dispensers with 5-6 filter systems, producing pH 6.0-8.5 or pH 8+ alkaline water, for residential and office use.
• Water Dispensers (Sebiller) Water dispensers with cold-warm-hot water options, available in bottom-load and top-load configurations, for residential and small office use.
• Ice Machines (Buz Makineleri) Commercial ice making machines with various capacities using R290, R600a, and R134a refrigerants, for hospitality, food service and retail businesses.
• Ice Cream Storage Containers (Dondurma Fıçıları) Commercial ice cream storage containers with temperature range of -18/-28°C using R290 refrigerant, for ice cream retailers and food service businesses.
• Ice Cream Machines (Dondurma Makineleri) Commercial ice cream machines including batch freezers and display cabinets, using R404a refrigerant, for ice cream production and display businesses.
• Display Cabinets (Teşhir Reyonları) Commercial refrigeration display cases for supermarkets using R290 refrigerant with various configurations, for supermarket and grocery retailers.
• Supermarket Freezers and Coolers (Süpermarket Dondurucuları ve Soğutucuları) Commercial refrigeration units for supermarket applications including storage cabinets and super freezers, for grocery and supermarket operators.
• Bottle Coolers (Şişe Soğutucular) Commercial bottle cooling units for beverage display and storage, for beverage retailers, cafes and hospitality venues.
• Sherbet / Frozen Beverage Machines (Şerbet Makineleri) Commercial machines for producing frozen sherbet and ice beverages, for food service and beverage retailers.
• Commercial Water Dispensers (Ticari Su Sebili) Commercial-grade water dispensers for office and business use, for offices, factories and commercial premises.
• Accessories and Maintenance Products (Uğur Pratik) Uğur Pratik brand accessories and maintenance products supporting home and office appliance use.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Scotsman Ice Systems: Global specialist in commercial ice machines serving foodservice, hospitality, and retail. Direct competitor to Uğur's Buz Makineleri line with similar customer profile and channel dynamics.
• True Manufacturing: US-based manufacturer of commercial refrigeration including display cases, reach-ins, and supermarket coolers. Directly comparable to Uğur's supermarket freezer/cooler and Teşhir Reyonları product lines for retail and foodservice customers.
• Vestel: Major Turkish manufacturer of consumer electronics and home appliances including refrigerators, washing machines, and air conditioners. Direct domestic competitor in the same Turkish appliance retail channel.
• Hoshizaki: Japanese global leader in commercial ice machines, refrigeration, and food service equipment. Directly competes with Uğur's commercial ice machine and ice cream storage product lines for hospitality and foodservice buyers.
• Arçelik: Turkey's largest household appliance manufacturer (owns Beko, Grundig, Arctic). Competes directly with Uğur across refrigerators, washing machines, dishwashers, and cooking appliances in the Turkish market and in export markets.

Broad incumbents

• BSH Hausgeräte (Bosch / Siemens): European household appliance giant producing refrigerators, freezers, cooking, and laundry under Bosch, Siemens, and Neff brands. Competes with Uğur in built-in and freestanding appliance categories via global distribution and premium positioning.
• Whirlpool Corporation: Global major appliance manufacturer with broad refrigeration, laundry, and cooking portfolios. Industry-wide pricing and product cadence set a competitive benchmark Uğur must match in mass-market segments.
• LG Electronics (Home Appliance): Korean electronics giant with global household appliance division covering refrigerators, washing machines, and air conditioners. Competes with Uğur especially in the AC and large-capacity refrigerator categories in Turkey.
• Samsung Electronics (Home Appliance): Korean appliance major with global refrigerator, laundry, and air conditioning lines. Pressures Uğur in premium and feature-led segments through heavy brand investment and connected/smart appliance positioning.
• Haier Smart Home: Chinese global appliance manufacturer with broad refrigeration, washing, and air conditioning portfolios. Provides another mass-market competitive benchmark and is a potential export-volume competitor in emerging markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/UgurSogutma
• Facebookfacebook.com/ugursogutma

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Ugur