Steba
Steba Elektrogeräte is a third-generation, family-owned German manufacturer of consumer kitchen and air-treatment appliances, founded in 1919, selling direct-to-consumer via its own e-commerce site and Strullendorf factory outlet, primarily to German households.
- Company typePrivate
- Founded1919
- HeadquartersStrullendorf, Germany
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Steba does
Steba Elektrogeräte GmbH & Co. KG is a third-generation, family-owned German manufacturer of consumer electrical appliances, founded in 1919 and headquartered in Strullendorf, Bavaria. The company designs, produces and sells a broad portfolio of kitchen and air-treatment devices organized into five product categories: baking (mini ovens, baking ovens, bread makers); grilling and enjoying (BBQ grills, contact grills, raclettes, sandwich makers); cooking (induction cooktops, hot air fryers, sous-vide cookers, deep fryers, food dehydrators, warming plates); kitchen helpers (stand mixers, meat grinders, ice cream machines, slush-makers, juicers, toasters, kettles); and air treatment (HEPA-13 + plasma air purifiers, dehumidifiers, humidifiers, heaters, fans). Notable technical features include HEPA-13 filtration combined with plasma generator technology in air purifiers (rated to filter 99% of pollen, odors and fine dust), multi-zone hot air fry ovens, precision temperature-controlled sous-vide devices, and induction cooktops with touch controls. The product range spans price points from approximately €13 (small accessories) to €325 (premium air-fry ovens), with a "Neuwertig" (refurbished/like-new) sub-brand offering discounted units.
The company's go-to-market is almost exclusively direct-to-consumer. Products are sold through its own e-commerce platform (steba.com) and a physical factory outlet (Werksverkauf) at its Strullendorf headquarters, with shipping fulfilled via DHL within Germany. Payment processing relies on PayPal, Stripe (credit card) and Klarna (BNPL). The website presents a country selector that includes Germany and Switzerland, indicating at least limited cross-border D2C activity, but the company discloses no major retail partnerships, third-party marketplace presence, or institutional B2B contracts. Marketing is multi-channel but modest in scale, combining organic social (Facebook, Instagram, YouTube), email newsletter via CleverReach, recipe content, SEO, and historical trade-show participation. The digital stack is commodity e-commerce: Google Analytics, Borlabs Cookie for GDPR consent, Adobe Fonts, and hosting by SpeedIT Solutions UG under a data processing agreement (AVV).
Revenue is generated from three hardware streams: new product sales, spare parts and accessories (filters, baking trays, grill plates, etc.), and refurbished products under the Neuwertig sub-brand. The customer base is concentrated in German households, with a secondary segment of small-business or semi-professional users; no enterprise customers or anchor accounts are disclosed. Steba is privately held by the Müller family (managing directors Markus Müller and Peter Müller), has no external investors or parent company, complies with WEEE (registration DE61451758) and GDPR (with appointed Data Protection Officer Thomas Schneider), and has been recognized with the Plus X Award for Best Brand of the Year 2025.
Steba firmographics
Firmographics- Name
- Steba
- Legal name
- Steba Elektrogeräte GmbH & Co. KG
- Website
- https://steba.com
- Company type
- Private
- Founded year
- 1919
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Steba Elektrogeräte is a third-generation, family-owned German manufacturer of consumer kitchen and air-treatment appliances, founded in 1919, selling direct-to-consumer via its own e-commerce site and Strullendorf factory outlet, primarily to German households.
- Ownership category
- akta.pro rank
Steba industry classification
Industry- Product category
- Consumer Kitchen and Home Appliances
- NAICS
- Small Electrical Appliance Manufacturing (33521)
- SIC
- Household Appliances (3630), Electric Housewares & Fans (3634)
- akta.pro primary industry
- Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF)
- akta.pro secondary industry
- HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers) (CRACACAE)
Keywords
Where Steba is headquartered
LocationHeadquarters
- HQ city
- Strullendorf
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Steba business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Hardware Product Sales: One-time sale of electrical appliances including ovens, grills, air fryers, air purifiers, humidifiers, dehumidifiers, heaters, kitchen gadgets, and related accessories. Revenue generated from direct consumer and business purchases through online shop and factory outlet.
- Spare Parts and Accessories: Sale of replacement parts, accessories, and consumables including filters, baking trays, spare plates, and spare parts for existing product lines
- Refurbished/Near-New Products (Neuwertig): Sale of refurbished or near-new products at reduced prices, providing value-conscious customers with access to Steba products
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer electrical appliances across 5 main categories |
| Unit Pricing | Pay-as-you-go | Shipping and delivery within Germany |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Steba product offering
Product offeringCore offering
Steba manufactures and sells consumer electrical appliances for kitchen and home use, organized across five product categories: Baking (ovens, bread makers), Grilling & Enjoyment (BBQ grills, contact grills, raclettes), Cooking (induction cooktops, air fryers, sous-vide cookers, dehydrators, warming plates), Kitchen Gadgets (stand mixers, meat grinders, ice cream makers, slush makers, juicers), and Air Treatment (air purifiers, dehumidifiers, humidifiers, heaters, fans). The company sells directly to end consumers and small business users through its own e-commerce platform and a physical factory outlet at its German headquarters, with a companion line of accessories/spare parts and a refurbished product sub-brand called Neuwertig.
Product overview
Steba Elektrogeräte is a German family-owned company (founded 1919, now in third generation) that manufactures electrical appliances for home use. The product portfolio consists of standalone consumer appliances organized into five main categories: Backen (baking ovens, mini ovens, bread makers), Grillen & Genießen (barbecue grills, contact grills, raclettes, sandwich makers), Kochen (induction cooktops, air fryers, sous-vide cookers, deep fryers, dehydrators, warming plates), Küchenhelfer (stand mixers, meat grinders, ice cream makers, slush makers, juicers, toasters, kettles), and Luftbehandlung (air purifiers with HEPA/plasma technology, dehumidifiers, humidifiers, heaters, fans). The company also offers a dedicated accessories and spare parts line (Ersatzteile/Zubehör) and sells refurbished/like-new products under the 'Neuwertig' sub-brand. Products range from basic countertop appliances to feature-rich devices with digital controls, with recent launches including induction cooktops, a slush-maker, and enhanced air treatment devices. Steba sells directly through its e-commerce platform with integrated payment processing.
Differentiator
Problem solved
Functional benefit
Products and services
- Baking Ovens (Backöfen)
- Grill Ovens (Grillbacköfen)
- BBQ Grills (Barbecue Grills)
- Contact Grills (Kontaktgrills)
- Induction Cooktops (Induktionskochfelder)
- Hot Air Fryers (Heissluftfritteusen)
- Sous-Vide Cookers (Sous-Vide Garer)
- Food Dehydrators (Dörrautomaten)
- Warming Plates (Warmhalteplatten)
- Slush-Maker
- Air Purifiers (Luftreiniger)
- Dehumidifiers (Luftentfeuchter)
- Humidifiers (Luftbefeuchter)
- Heaters (Heizgeräte)
- Kitchen Gadgets (Küchenhelfer)
- Bread Makers (Brotbackautomaten)
- Accessories and Spare Parts (Zubehör / Ersatzteile)
- Refurbished Products (Neuwertig)
Quantifiable outcome
- HEPA-13 filter with plasma technology filters 99% of pollen, odors, and fine dust
- +1 more outcomes
Companies that use Steba
Customer profileSegments2 records
Ideal customer profiles2 records
Steba technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature4 records
Steba partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Erasmus+ ProgrammeminorSteba participates as an Erasmus+ Training Partner, providing educational and training opportunities in collaboration with the European Union's Erasmus+ programme. This partnership supports vocational training and skills development initiatives.
Scale indicators3 records
Recent moves5 records
Expansion highlights2 records
Steba competitors and assessment
Company assessmentDirect peers
- Severin Elektrogeräte: German small-appliance specialist manufacturing coffee makers, toasters, grills, and kettles for home use. Similar DTC distribution model and comparable Mittelstand positioning to Steba.
- Rommelsbacher: German manufacturer specializing in small cooking appliances including induction cooktops, hot plates, raclettes, and contact grills — closely overlapping Steba's 'Kochen' and 'Grillen' ranges with similar DACH market focus.
- Cloer Elektrogeräte: Family-owned German small-appliance maker focused on breakfast appliances, waffle makers, and grills with a direct online presence. A directly comparable Mittelstand peer in category mix and company profile.
- Unold AG: German family-owned manufacturer of small kitchen and household appliances with a comparable multi-category portfolio (coffee makers, grills, food preparation) sold primarily through German retail and own e-commerce. Closest structural analog in size, geography, and heritage.
- Beurer GmbH: German manufacturer of health, wellness, and home appliances including air purifiers, humidifiers, and kitchen devices. Comparable Mittelstand structure with similar DACH focus and overlapping air-treatment product range.
Broad incumbents
- Dyson: Premium air-treatment and personal-care brand with strong presence in HEPA filtration, fans, heaters, and dehumidifiers. Direct competitor in Steba's Luftbehandlung category with vastly larger marketing and R&D budget.
- WMF (Württembergische Metallwarenfabrik): Premium German kitchen and small-appliance brand (now part of Groupe SEB) with broader portfolio including cookware, coffee machines, and kitchen tools. Larger scale competitor with overlapping premium German positioning.
- Bosch Hausgeräte (BSH): BSH Hausgeräte (Bosch/Siemens/Neff) is the dominant German household appliance manufacturer spanning major and small appliances. Competes in the same consumer segments but at vastly greater scale and broader distribution.
- Philips Domestic Appliances: Global small-appliance and air-purification player with strong DACH presence. Directly comparable in air purifier and kitchen appliance categories, but operates at global scale with deep retail relationships.
- Tefal / Groupe SEB: Global leader in small kitchen appliances (frypans, fryers, grills, cookers) sold across all major European retail channels. Much larger international incumbent with comparable product categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Steba social profiles
Digital presenceSteba compliance and trust
Trust signalCompliance3 records
Steba financial estimates
Financial estimateRevenue estimate
Valuation estimate
Steba leadership team
Management profileNumber of profiles
Profiles3 records
Steba funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Steba M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Steba
What does Steba do?
Steba manufactures and sells consumer electrical appliances for kitchen and home use, organized across five product categories: Baking (ovens, bread makers), Grilling & Enjoyment (BBQ grills, contact grills, raclettes), Cooking (induction cooktops, air fryers, sous-vide cookers, dehydrators, warming plates), Kitchen Gadgets (stand mixers, meat grinders, ice cream makers, slush makers, juicers), and Air Treatment (air purifiers, dehumidifiers, humidifiers, heaters, fans). The company sells directly to end consumers and small business users through its own e-commerce platform and a physical factory outlet at its German headquarters, with a companion line of accessories/spare parts and a refurbished product sub-brand called Neuwertig.
Is Steba a public or private company?
Steba is a private company. It is classified as family owned and is currently operating.
When was Steba founded?
Steba was founded in 1919. It employs 11 to 50 people.
Where is Steba based?
Steba is headquartered in Strullendorf, Germany, in the Europe region.
How does Steba make money?
Three revenue lines are on record. Hardware Product Sales are the primary driver. The others are spare Parts and Accessories and refurbished/Near-New Products (Neuwertig).
Who are Steba's main competitors?
Direct peers on record are Severin Elektrogeräte, Rommelsbacher, Cloer Elektrogeräte, Unold AG and Beurer GmbH. Broad incumbents are Dyson, WMF (Württembergische Metallwarenfabrik), Bosch Hausgeräte (BSH), Philips Domestic Appliances and Tefal / Groupe SEB.
Does Steba have an API?
No public API is recorded for Steba.
What industry is Steba in?
Steba's product category is Consumer Kitchen and Home Appliances. Its primary akta.pro industry code is CRACADAF, Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream), with a secondary code of CRACACAE, HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers). Its NAICS code is 33521 and its SIC code is 3630.