What Steinbach International does

Steinbach International GmbH is an Austrian manufacturer and distributor of outdoor pools, whirlpools, pool technology, pool care products, and garden/leisure equipment, headquartered in Schwertberg (Upper Austria) and operating since 1934 under private ownership. The company serves two parallel customer segments: business-to-consumer (B2C) residential pool owners who purchase through the company's direct e-commerce store (steinbach-group.com, with German and English support) and via an authorized dealer network, and business-to-business (B2B) wholesale buyers including DIY retail chains and online retailers across 13 European countries (Austria, Germany, Belgium, Netherlands, Luxembourg, Czech Republic, Slovakia, Slovenia, Poland, Italy, France, Spain, Croatia) served through a dedicated B2B portal and private label manufacturing arrangements. Its product portfolio spans above-ground pools, steel-wall pools, styrofoam (insulated) pools, outdoor whirlpools, pool accessories (covers, liners, ladders, lighting, winter accessories), pool technology (filter systems, pumps, heat pumps, salt/chlorine systems, solar collectors, dosing systems), and pool care (water treatment chemicals, pool robots, measurement equipment), plus adjacent garden/leisure items (solar showers, inflatable products, air beds, boats).

The business model combines transactional hardware sales (one-time consumer pool purchases) with recurring consumption-based revenue from water care chemistry, replacement filters, and spare parts — the latter supported by an online spare parts finder tool that extends installed-base product lifecycles. Distribution is hybrid: ex-works direct shipping, multi-carrier logistics partnerships (Gebrüder Weiß, Dachser, Schenker, Austrian Post, DPD), and a wholly-owned Dubai-based subsidiary (Steinbach Middle East DMCC) serving Middle East B2B operations. In 2025, the company launched the Steinbach App (iOS and Android) extending its value proposition from physical products to connected device control and water care management.

Operationally, Steinbach runs in-house manufacturing with investments in fully automated warehouse systems, robotics, and conveyor technology, and employs 251-500 staff across facilities in Schwertberg and Zeltweg (Styria). It maintains dedicated regulatory compliance infrastructure for biocide product authorizations and partnerships with payment providers (Unzer, PayPal, EPS, Apple Pay) for e-commerce checkout. The company has no external parent, no disclosed equity funding, and no completed acquisitions or divestitures in the source material, indicating sustained independent/family-style ownership across its 90+ year operating history.

Name

Steinbach International

Legal name

Steinbach International GmbH

Website

https://steinbach-group.com

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

251–500 employees

Short description

Steinbach International GmbH is an Austrian manufacturer (founded 1934) of outdoor pools, whirlpools, pool technology, and water care products, selling direct-to-consumer across Europe and B2B to DIY wholesale chains, online retailers, and private-label partners through manufacturing, distribution, and a 2025-launched mobile app.

Ownership category

akta.pro rank

Product category

Pool Equipment & Outdoor Recreation Manufacturing

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ)

akta.pro secondary industries

Filter, Pump & Heater Maintenance/Repair (HSAIALAC), Water Testing & Chemical Balancing (HSAIALAB), Pools, Spas & Hot Tubs Retail (Chemicals, Accessories) (CRAIAIAK)

Keywords

• Outdoor pool manufacturing
• Pool equipment supplies
• Whirlpool and spa products
• Pool water care chemicals
• Private label pool products

Headquarters

HQ city

Schwertberg

HQ country

Austria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Pool Products: Direct sales of pools (above-ground, steel wall, styrofoam), whirlpools, pool accessories, pool technology, pool care products, and garden/leisure items through e-commerce store to end consumers.
2. B2B / Private Label: Private label manufacturing of water care products and B2B solutions for major retail chains and online retailers. Products distributed through wholesale channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Steinbach International manufactures and sells residential pools — above-ground, steel wall, styrofoam, and whirlpools — together with the full supporting ecosystem: pool technology (filtration, pumps, salt systems, heat pumps, solar, dosing, counter-current systems), pool care (water-treatment chemicals, testing, pool robots, manual cleaning), and accessories (covers, liners, ladders, lighting, winter items). Products are sold both direct-to-consumer via the steinbach-group.com online store and through wholesale/online-retail B2B partners, with a private-label offering for water-care products.

Product overview

Steinbach International is a pool and leisure products company offering a comprehensive portfolio organized into four main categories: pools (above-ground, steel wall, styrofoam, and whirlpools), pool accessories (covers, liners, lighting, cleaning tools), pool technology (filtration, heating, water treatment systems), and pool care products (chemicals, robots, testing equipment). The company also provides a mobile app for smart pool management and private label manufacturing services for B2B partners.

Differentiator

Problem solved

Functional benefit

Brands

• Steinbach - we are pool: Primary brand positioning focusing on pool experiences and summer lifestyle
• Steinbach - Pool Professional

Products and services

• Aufstellpools (Above-Ground Pools) Above-ground pools designed for easy installation without excavation, suitable for seasonal or permanent outdoor placement; sold direct-to-consumer and via B2B wholesale partners.
• Stahlwandpools (Steel Wall Pools) Steel-wall pools with greater durability and deeper installation options than above-ground pools; for residential use.
• Styroporpools (Styrofoam Pools) Styrofoam-block pools with excellent insulation and customizable shapes for in-ground residential installation.
• Whirlpools (Outdoor Spas) Outdoor spa pools with massage jets and heating systems for relaxation and hydrotherapy; for residential consumers.
• Poolzubehör (Pool Accessories) Pool accessories including pool stones, ladders, entry stairs, covers, liners, lighting, thermometers, skimmers, floor insulation, winter items, whirlpool accessories, and repair products; for residential pool owners.
• Pooltechnik (Pool Technology) Pool technology systems including solar collectors, filter media, filter plants and pumps, salt systems, heat pumps and accessories, dosing systems, counter-current systems, and installation accessories; for residential pool operation.
• Poolpflege (Pool Care) Water-care chemicals, measuring equipment, pool robots, manual cleaning tools, and dosing aids for residential pool maintenance.
• Garten und Freizeit (Garden and Leisure) Outdoor recreation products including solar and garden showers, inflatable products, air beds, and boats; for residential garden/leisure use.
• Steinbach App Mobile application (iOS and Android) for controlling Steinbach pool technology, managing water care, and automating pool devices; targeted at consumers who own compatible Steinbach pool equipment.
• Private Label (B2B Water-Care Manufacturing) Private-label manufacturing service for water-care products offered to retail chains and online merchants as part of Steinbach's B2B solutions portfolio.

Quantifiable outcome

• Sustainability through spare parts program extends product lifecycle and reduces waste

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• Gebrüder WeißcoreChannel Partner/ Reseller/ DistributorFreight forwarding partner for shipping large/specialty pool products (speditionware). Part of the logistics network ensuring product delivery to customers.
• DachsercoreChannel Partner/ Reseller/ DistributorFreight forwarding partner for shipping large/specialty pool products (speditionware). Ensures reliable delivery across European markets.
• SchenkercoreChannel Partner/ Reseller/ DistributorFreight forwarding partner (part of DB Schenker) for shipping large/specialty pool products. Provides international freight capabilities.
• Austrian PostcoreChannel Partner/ Reseller/ DistributorParcel shipping partner for Austrian domestic deliveries and some international shipments.
• DPDcoreChannel Partner/ Reseller/ DistributorInternational parcel delivery service partner for package shipments across European markets.
• UnzercoreTechnology or IntegrationPayment service provider handling credit card payments (Visa, Mastercard), purchase on account, direct bank transfer, and Apple Pay. Processes payment transactions for online store checkout.
• PayPalcoreTechnology or IntegrationPayment method integration for PayPal Express checkout in online store.
• Intex Trading B.V.minorChannel Partner/ Reseller/ DistributorManufacturer of INTEX branded products (pools, inflatable products). Steinbach serves as authorized manufacturer information provider for Intex products sold through their channels.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• BWT (Best Water Technology): Austrian-headquartered European leader in water treatment technologies. Overlaps with Steinbach on water care (Wasserpflege), dosing systems (Dosieranlagen), and salt-water systems (Salzanlagen); broader portfolio and deeper B2B water-utility footprint.
• Fluidra: Spanish-listed global pool and wellness equipment group (AstralPool, Jandy, Zodiac). Overlaps with Steinbach in pool technology, filtration, dosing, and pool-care robotics but operates as a broad B2B/B2C incumbent rather than a consumer-pool specialist.
• Pentair: Global water treatment and pool equipment company. Overlaps with Steinbach's filter systems, pumps, and water care, including connected pool solutions; serves residential and commercial segments through dealer and retail channels similar to Steinbach.
• Hayward Holdings: US-listed pool equipment manufacturer (pumps, filters, heaters, automation, sanitization). Competes with Steinbach's pool technology and care categories with a much larger global footprint and deeper smart-pool automation offering.

Direct peers

• Poolstar / GRE: French pool and spa equipment specialist (GRE pools, MSpa whirlpools). Directly comparable mid-sized European peer in above-ground pools, spas, and pool accessories with strong retail and DIY distribution.
• Bestway: Global leader in above-ground pools, inflatable pools, and pool accessories. Directly competes with Steinbach across the same core product categories and channels (mass-market retail, e-commerce) but at much larger scale and with low-cost Asian manufacturing.
• Intex Recreation: Major manufacturer of above-ground and inflatable pools plus air beds and outdoor leisure goods — directly overlapping with Steinbach's pools and 'Garten und Freizeit' categories. Steinbach already references Intex as a partner-relation, confirming category overlap.
• Maytronics: Israeli manufacturer of Dolphin-brand robotic pool cleaners — a direct overlap with Steinbach's 'Poolroboter' category. Comparable mid-size specialty player with a strong global brand in pool robotics and growing connected-pool capability.
• Waterair: French pool-kit specialist (steel-wall and modular pools). Comparable mid-sized European pool manufacturer with similar DIY / consumer positioning, complementary geographic footprint, and overlapping steel-wall pool category.
• Polygroup: Global manufacturer of above-ground pools, filter systems, and pool accessories distributed through mass-market retail. Directly comparable to Steinbach's core above-ground pool and accessory business, especially in private-label supply to big-box retailers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/in/michaela-schickerm%C3%BCller-146167252
• Facebookfacebook.com/steinbachpools

Revenue estimate

Valuation estimate

Number of profiles

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 Steinbach International