What AEG Powertools does

AEG Powertools is a German-headquartered professional power tools brand serving trade professionals across Europe. Founded in 1898 as the originator of the portable electric drill, the company designs and manufactures cordless and corded tools spanning drilling and breaking, fastening, woodworking, metalworking, site equipment, and accessories. The brand is headquartered in Winnenden, Germany, and operates through multiple Techtronic Industries-owned legal entities across at least 20 European countries with localized websites in 11+ languages.

The company's technology platform centers on the PRO18V cordless ecosystem, which encompasses 100+ tools sharing battery and charger compatibility. The platform is built around proprietary brushless motor technology (PROFLUX motors with neodymium magnets), intelligent CORETEK electronics that monitor battery-to-motor communication, PRO Lithium-Ion battery chemistry rated for operation from -18°C to +50°C with triple protection and individual cell monitoring, and HD-Sync battery-to-tool communication. The battery portfolio is tiered across SubCompact, standard, HD 9.0Ah, and FORCE variants. Differentiating features include the FIXTEC tool-free blade change system for jigsaws and a 6-year tool / 3-year battery warranty upon online registration.

AEG operates a B2B/B2C go-to-market through an authorized retailer and distributor network across Europe, supported by authorized service centers and a trade-only PRO Service repair program with online collection and tracking. Revenue is generated primarily through hardware sales of tools, batteries and chargers, accessories, and pre-packaged combo kits. The brand is owned by Techtronic Industries (TTI), a Hong Kong Stock Exchange-listed conglomerate (HKEX: 0669) that acquired AEG from Atlas Copco in 2005. The AEG trademark is used under license from AB Electrolux. Brand-level revenue is not separately disclosed within TTI's consolidated reporting.

Name

AEG Powertools

Legal name

Techtronic Industries GmbH

Website

https://aeg-powertools.eu

Company type

Private

Founded year

1898

Operating status

Operating

Headcount range

101–250 employees

Short description

AEG Powertools is a German-headquartered professional power tools brand serving European tradespeople — carpenters, plumbers, electricians, construction workers, and others — through its PRO18V cordless platform of 100+ compatible tools, batteries, and accessories under Techtronic Industries ownership.

Ownership category

akta.pro rank

Product category

Power Tools

NAICS

Power-Driven Handtool Manufacturing (333991), Battery Manufacturing (33591), Motor and Generator Manufacturing (335312)

SIC

Motors & Generators (3621), Electronic & Other Electrical Equipment (No Computer Equip) (3600), Electrical Industrial Apparatus (3620)

akta.pro primary industry

Battery Pack Manufacturing & Module Assembly (EUAFABAI)

akta.pro secondary industries

Battery Modules & Packs (Industrial/Commercial pack assembly) (IMAGAHAB), Flexible Cords, Portable Power & Cord Sets (IMADAMAI)

Keywords

• Professional power tools
• Cordless power tools
• Cordless tool batteries
• Drilling and fastening equipment
• Trade power tools

Headquarters

HQ city

Winnenden

HQ country

Germany

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Power Tools Sales: Revenue generated from selling professional-grade cordless and corded power tools including drills, saws, grinders, and nail guns to tradespeople and professionals.
2. Battery and Charger Sales: Sale of PRO18V lithium-ion batteries (including HD 9.0Ah variants) and battery chargers as standalone products and in combo kits.
3. Accessories Sales: Sale of accessories including drilling and screwdriving bits, SDS accessories, saw blades, sanding discs, polishing pads, and attachments.
4. Combo Kits: Pre-packaged tool bundles combining tools, batteries, and chargers at value pricing for professional users.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

AEG Powertools manufactures and supplies professional-grade cordless and corded power tools built around its PRO18V platform, including drills, saws, grinders, impact drivers, nail guns, and site equipment. The product portfolio spans drilling and breaking, fastening, woodworking, metalworking, and jobsite support categories, accompanied by PRO18V lithium-ion batteries, chargers, accessories, and pre-configured combo kits sold through an authorized European retailer network.

Product overview

AEG Powertools is a professional power tool manufacturer offering a comprehensive portfolio of cordless and corded tools under the PRO18V platform system. The core offering centers on the PRO18V cordless ecosystem featuring brushless motor technology (PROFLUX), PRO Lithium-Ion battery chemistry with multiple tiers (SubCompact, standard, HD, and FORCE), and intelligent electronics (CORETEK). The product range spans Drilling and Breaking tools (Hammer Drills, SDS Plus/Max), Fastening equipment (Screwdrivers, Impact Drivers/Wrenches), Woodworking tools (Saws, Sanders, Planers, Routers, Multi Tools), Metalworking equipment (Grinders, Polishers, Chopsaws), Site Equipment (Lights, Radios, Lasers, Compressors, Dust Extractors), Accessories, and Combo Kits. Key technology differentiators include the FIXTEC quick-change system, HD-Sync battery communication, and the Tech That Protects safety features. The company operates as part of Techtronic Industries (TTI) and has been powering professionals since 1898.

Differentiator

Problem solved

Functional benefit

Brands

• PRO18V: Professional 18V cordless power tool platform featuring brushless motor technology, PRO Lithium-Ion batteries, and high-performance applications for professional tradespeople.
• PRO18V Brushless
• PRO18V HD Batteries
• PRO18V SubCompact
• PRO18V FORCE

Products and services

• Drilling and Breaking Tools Professional drilling and breaking equipment including Hammer Drill Drivers, Drill Drivers, SDS Plus rotary hammers, and SDS Max demolition hammers, designed for heavy-duty construction and professional drilling applications.
• Fastening Tools Professional fastening equipment including Screwdrivers, Impact Drivers, Impact Wrenches, and Rivet Tools, designed for efficient assembly and fastening tasks across trades.
• Woodworking Tools Professional woodworking equipment including Saws, Sanders, Nail Guns, Planers, Routers, and Multi Tools for precision wood crafting and construction work.
• Metalworking Tools Professional metalworking equipment including Grinders, Die Grinders, Polishers, Metal Chopsaws, and Multi-material Saws for metal fabrication and processing.
• Site Equipment Job site support equipment including Lights, Jobsite Radios, Line Lasers, Caulk Guns, Compressors, Clean Up and Dust Extractors, and Storage solutions for professional contractors.
• PRO18V Batteries and Chargers PRO18V lithium-ion battery packs (including standard, HD 9.0Ah, and FORCE variants) and chargers supporting the entire cordless tool range, designed to provide extended runtime and power for demanding professional applications.
• Power Tool Accessories Comprehensive range of power tool accessories including Drilling and Screwdriving bits, SDS Plus and SDS Max accessories, Saw blades, Sanding supplies, Polishing pads, and Attachments compatible with AEG tools.
• PRO18V Combo Kits Pre-configured tool kits combining multiple PRO18V cordless tools with batteries and chargers for complete professional solutions at value pricing.
• SubCompact Range Compact and lightweight 18V brushless tools designed for working in confined spaces while maintaining professional power, including drill drivers, hammer drills, and impact drivers with full compatibility with the PRO18V battery system.
• BKS 18BL2 Circular Saw 18V Brushless 190mm circular saw featuring a brushless motor for maximum torque and speed, aluminum blade guard, magnesium shoe for lightweight durability, electronic motor brake, and safety switch to prevent accidental starts.
• BMMS 18SBL Multi-Material Saw SubCompact 18V Brushless multi-material saw with 76mm disc diameter and maximum cutting capacity of 16mm, weighing only 1.2kg with a 2.0Ah battery, capable of cutting metal, plastic, brick, and tiles with appropriate disc.
• BKP 18C2 Caulk Gun 18V Brushless caulk gun capable of holding standard 310ml cartridges, delivering high-viscosity material with 4000 Nm of force, featuring 7 speed settings for optimal performance across different materials and applications.
• 4.0Ah PRO18V FORCE Battery High-performance 4.0Ah PRO18V FORCE battery designed for demanding professional applications as part of the FORCE line within the PRO18V ecosystem.
• BKP 18C3-600-0 18V Caulk Gun 18V Caulk Gun designed for professional contractors, capable of handling 600ml cartridges with 4000 Nm of force output in the site equipment category.
• PRO18V HD 9.0Ah Battery High-density 9.0Ah 18V battery using high-performance 3.0Ah cells providing up to 35% more power and double the runtime compared to 5.0Ah batteries, 100% compatible with all PRO18V tools.

Quantifiable outcome

• Up to 50% more runtime with PROFLUX brushless motors compared to brushed motors
• +3 more outcomes

Segments9 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered flagship and core.

• Techtronic Industries (TTI)flagshipOthersAEG Powertools is a brand owned by Techtronic Industries (TTI), a world leader in power tools, accessories, hand tools, outdoor power equipment, and floor care. TTI acquired the AEG power tools business from Atlas Copco in 2005. AEG operates as a brand within the TTI portfolio alongside Milwaukee and Ryobi.
• AB Electrolux (publ)coreOthersAEG is a registered trademark used under license from AB Electrolux. The company has used the AEG brand name since its founding, and currently operates under a licensing agreement with Electrolux.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Makita: Makita is a Japanese global leader in professional cordless power tools with its LXT 18V platform — directly comparable to AEG's PRO18V in voltage class, professional trade focus, and breadth of ecosystem. Makita's strong European presence and established reputation among tradespeople make it a primary competitive benchmark for AEG in Europe.
• Milwaukee Tool: Milwaukee Tool is TTI's flagship professional cordless power tools brand, directly comparable to AEG in target customers (tradespeople), core M18 cordless platform architecture, and product categories (drills, saws, impact drivers). As a sister brand under the same parent (TTI), Milwaukee represents the most direct competitive benchmark for AEG's professional positioning, technology stack, and channel strategy.
• Hilti: Hilti, a Liechtenstein-based company, serves professional construction trades with premium power tools, anchors, and direct-sales service model. While Hilti skews more industrial/construction-specialized than AEG's broader trades focus, both compete for professional users on durability, performance, and service — making Hilti a relevant comparable for AEG's upper-tier professional positioning.
• DeWalt: DeWalt, owned by Stanley Black & Decker, is one of the leading professional cordless power tools brands globally with its 20V MAX and XR FlexVolt platforms. It competes head-to-head with AEG in the professional trades segment across drilling, fastening, cutting, and site equipment categories, with comparable battery platform ecosystems and trade-channel distribution.
• Festool: Festool, another TTI subsidiary, is a premium German professional power tools brand specializing in woodworking, sanding, and dust extraction. While positioned at a premium price point above AEG, Festool competes for the same professional carpenters, kitchen fitters, and installers — making it a relevant comparable for AEG's professional customer base, albeit in overlapping rather than directly substitutable product segments.
• Ridgid: Ridgid, an Emerson (now Ridge Tool subsidiary) brand, offers professional-grade cordless power tools with an 18V platform primarily targeting plumbing, HVAC, and construction trades. Ridgid competes with AEG for professional tradespeople across overlapping product categories, with particular strength in the plumbing and HVAC verticals where AEG also has dedicated trade marketing.
• Bosch Power Tools: Bosch Power Tools, part of Robert Bosch GmbH, is a direct peer competing with AEG in professional cordless tools via its 18V Professional (blue) platform. With strong German engineering heritage — comparable to AEG's German roots — Bosch competes intensely with AEG across drilling, fastening, woodworking, and metalworking categories throughout Europe.
• HiKOKI (formerly Hitachi Power Tools): HiKOKI (rebranded from Hitachi Power Tools in 2018) is a Japanese professional cordless power tools brand with its 18V and 36V MultiVolt platforms. It directly competes with AEG in professional trades markets across Europe, particularly in heavy-duty applications like SDS drilling, demolition, and metalworking where both brands emphasize brushless motor technology.
• Metabo: Metabo is a German professional power tools brand with a comparable heritage to AEG (both Stuttgart-region brands with decades of history). Metabo's 18V class cordless platform directly competes with AEG's PRO18V in European professional trades markets, particularly in metalworking, heavy-duty drilling, and industrial applications where both brands emphasize German engineering quality.
• Panasonic Industrial Power Tools: Panasonic's industrial power tools division offers professional cordless tools with its 18V platform, competing with AEG in European professional markets. While Panasonic has a smaller share in this segment, its comparable voltage class, brushless motor adoption, and battery platform ecosystem make it a relevant peer for benchmarking AEG's PRO18V product positioning and pricing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/aegpowertools

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 AEG Powertools