What HYLA International does

HYLA International GmbH & Co. KG, headquartered in Filderstadt, Germany, with engineering and manufacturing roots in Ljubljana, Slovenia, designs, produces, and distributes water-based air and room purification systems. Founded in 1990 by Slovenian engineers Janez Pogacar and Doro Erjavec to address indoor dust allergies without chemicals, the company spent more than three decades iterating on a proprietary water-filtration architecture — most recently the patented HYLA DEFENDER separator and deflection-shield technology introduced in 2021. The portfolio centers on the HYLA EST flagship and is extended by a family of attachments and modules (VENTUS electric brush, NIMBUS wet cleaner, STEAMER dry-steam unit, HEB hand brush, AERA fragrance device, RAPIDA portable cleaner) plus the HYLA Natural Care sub-brand spanning bio-organic essential oils, home care, and personal care products.

The business model is hardware sales, conducted almost entirely through a direct-sales motion: more than 15,000 independent sales consultants (Verkaufsberater) deliver free in-home product demonstrations across 80+ countries, with structured career progression into wholesaler (Großhändler) and country-level importer (HYLA-Importeur) roles. Products are not sold through retail or e-commerce; pricing is quote-based via personal consultation. Manufacturing is concentrated in a roughly 10,000 m² ISO 9001-certified facility in Ljubljana, with a new plant breaking ground in 2025 and construction beginning in 2026. Customer segments span health- and allergy-conscious families (primary), pet owners, and a smaller B2B motion into hotels and commercial offices. The company is privately held by its four co-founders and their families, with no disclosed external institutional investment, no public listing, and no reported revenue.

Name

HYLA International

Legal name

HYLA International GmbH & Co. KG

Website

https://hyla.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

HYLA International (Filderstadt, Germany; founded 1990) designs and sells water-based air and room purification systems, led by the HYLA EST flagship and DEFENDER technology, through 15,000+ independent sales consultants across 80+ countries.

Ownership category

akta.pro rank

Product category

Home Air Purification & Cleaning Appliances

NAICS

Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413), Soap and Cleaning Compound Manufacturing (32561)

SIC

Industrial & Commercial Fans & Blowers & Air Purifing Equip (3564), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Eco-Friendly Air Care & Odor Control (CRAJAOAI)

akta.pro secondary industry

Eco Allergy-Safe Cleaning (HEPA, low-VOC, fragrance-free) (HSAEAGAL)

Keywords

• Water-based air purifiers
• Home cleaning appliances
• Vacuum cleaning systems
• Natural care products
• Direct sales home appliances

Headquarters

HQ city

Filderstadt

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Air Purification Systems (HYLA EST): Primary revenue stream from water-based air and room purification systems. The HYLA EST is the flagship product that cleans air and surfaces using only water as medium.
2. Floor Care Products (VENTUS, HEB): Revenue from electric brushes and attachments for deep cleaning on various floor types and upholstery.
3. Wet Cleaning Systems (NIMBUS): Revenue from water-based floor cleaning systems that spray water for stain removal and mopping.
4. Steam Cleaning (STEAMER): Revenue from dry steam cleaning systems operating at 180°C and 8 bar pressure for chemical-free hygiene.
5. Natural Care Products: Revenue from bio-organic essential oils, home care products and personal care line derived from Mediterranean plants.
6. Accessories and Attachments: Revenue from specialized accessories including hoses, brushes, nozzles, and specialty attachments for various cleaning applications.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

HYLA International designs, manufactures and sells water-based air and room purification systems, with the HYLA EST as its flagship product that binds dust, pollen, allergens and pollutants in water using the patented HYLA DEFENDER separator technology. The core offering is complemented by electric brush attachments (HYLA VENTUS, HYLA HEB), wet and steam cleaning systems (HYLA NIMBUS, HYLA STEAMER), portable/fragrance devices (HYLA AERA, HYLA RAPIDA) and the HYLA Natural Care line of bio-organic home and personal care products, all handmade in Europe.

Product overview

HYLA International offers a portfolio of water-based air purification and cleaning systems manufactured by hand in Europe. The core product is the HYLA EST - a patented water-based air and room purification system that uses the HYLA DEFENDER separator technology to filter dust, pollen, allergens and pollutants using only water. This flagship system is complemented by a range of attachments and modules including the HYLA VENTUS (electric floor brush with LED lights), HYLA NIMBUS (wet cleaning system), HYLA STEAMER (dry steam cleaner at 180C/8 bar), and HYLA HEB (compact hand electric brush). The product line also includes supplemental devices like the HYLA AERA (air freshener) and HYLA RAPIDA (portable cleaner). Supporting the core cleaning systems is the HYLA Natural Care sub-brand offering Home Care (essential oils and cleaning products) and Personal Care (skin and hair care products) - all bio-organic and vegan. The company sells exclusively through direct sales with over 15,000 independent sales representatives in over 80 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• HYLA Natural Care: Natural care line combining water-based cleaning philosophy with the power of nature – products from bio-organic processes including essential oils, home care and personal care products.
• HYLA EST
• HYLA VENTUS
• HYLA NIMBUS
• HYLA STEAMER
• HYLA HEB
• HYLA AERA
• HYLA RAPIDA

Products and services

• HYLA EST Flagship water-based air and room purification system that uses the patented HYLA DEFENDER technology to bind dust, pollen, mites and pollutants using only water as the filter medium, with no chemicals and no disposable filters. Claims to filter over 90% of organic house dust, is handmade in Europe, certified internationally (ZPmed, Eurovent Certita, AntiBac) and is targeted at allergy sufferers, families, pet owners and commercial users.
• HYLA VENTUS

Quantifiable outcome

• Filters over 90% of organic house dust

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• STRATO AGminorOthersWebsite hosting provider located at Pascalstraße 10, 10587 Berlin. They host the HYLA International website and related online services.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• IQAir: IQAir is a Swiss-founded specialist in high-performance air purification with strong medical and allergy-segment positioning. It competes with HYLA EST for the same allergy- and health-conscious premium consumer, though using HEPA/filtration rather than water.
• Miele: Miele is a German premium home appliance manufacturer producing vacuum cleaners (including bagged cyclone units) and floor-care products. Its German/European premium positioning and build quality narrative parallels HYLA's hand-made-in-Europe brand story.
• Blueair (Unilever): Blueair is a global air purifier brand acquired by Unilever, focused on HEPA-based residential and commercial air cleaning. It overlaps HYLA's allergy and IAQ value proposition with broader retail and online distribution.
• Kärcher: Kärcher is a leading German manufacturer of cleaning equipment, including vacuums, steam cleaners, and pressure washers. It overlaps HYLA's NIMBUS and STEAMER product categories at scale, with a more industrial and retail-oriented distribution model.
• Philips (Domestic Appliances): Philips sells a portfolio of air purifiers, vacuums, and floor care products globally through retail and e-commerce. Its broad IAQ portfolio and consumer brand reach place it in direct competition for HYLA's allergy-sufferer and family segments.
• Dyson: Dyson is a global premium home appliances brand offering air purifiers, vacuums, and hand dryers. While not water-based, Dyson competes directly for premium-positioned IAQ and floor-care consumer spend through extensive retail and digital channels.

Direct peers

• Sirena: Sirena is a Canadian manufacturer of water-based vacuum and air purification systems with a similar eco/health positioning. It is a smaller-scale direct competitor in the water-filtration vacuum category that HYLA occupies.
• Rainbow Vacuum (Rexair): Rainbow sells water-based filtration vacuum and air purification systems through a similar authorized-distributor direct sales model. It is the closest analog to HYLA in technology (water-as-filter), GTM (in-home demonstration), and target customer (allergy sufferers and health-conscious households).
• Vorwerk (Kobold): Vorwerk's Kobold division sells premium vacuum cleaners and home cleaning devices via a global direct-sales consultant network across 70+ countries. The GTM motion and premium positioning closely mirror HYLA's, although the product line is broader and brand heritage is older.

Emerging players

• SharkNinja: SharkNinja is a fast-growing consumer products company selling vacuums and air purifiers at premium-but-accessible price points via mass retail and e-commerce. It represents the digitally native, retail-distributed competitive threat HYLA currently does not address.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Hyla_World
• Facebookfacebook.com/Hyla.International
• LinkedInlinkedin.com/company/hyla-international

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 HYLA International