Emak

What Emak does

Emak S.p.A. is an Italian outdoor power equipment manufacturer founded in 1992 through the merger of Oleo-Mac (1972) and Efco (1978), publicly listed on the Milan Stock Exchange (EMAK ticker, Star segment since 2001) and headquartered in Bagnolo in Piano, Italy. The company designs, manufactures, and distributes machines, components, and accessories for the forestry, gardening, and small-scale agriculture sectors under four brands — Efco and Oleo-Mac for gardening/forestry, Bertolini and Nibbi for small-scale agriculture. Its catalog spans 24 product families and 270+ models, including chainsaws, brushcutters, walk-behind and ride-on lawn mowers (including zero-turn variants), hedge trimmers, sprayers, chippers, motor cultivators, battery-powered 40V equipment, and portable power stations. Production is split between Italian facilities (HQ + Pozzilli lawn mower plant) and two China sites (Jiangmen Emak founded 2003, Tailong Zhuhai acquired 2008 for cylinder manufacturing with 1.5M-unit annual capacity).

The company's business model is primarily B2B hardware sales through a multi-channel distribution network: 8 wholly-owned international subsidiaries (France, Spain, UK, Poland, Ukraine, Brazil, China) plus qualified international distributors serving 5,000+ resellers across 110 countries, complemented by an in-house e-commerce portal launched in 2017. Customers span four verticals — professional green maintenance operators, forestry professionals, small-scale agriculture, and private hobbyist consumers — addressed through vertical-segmented brand architecture. The Bagnolo in Piano Engineering Center, opened in 2019 with 50 R&D specialists, drives product development using 3D printing and virtual reality tools. Emak's strategic posture combines organic portfolio renewal (multiple product launches in 2026 including zero-turn mowers and renewed lawn mower lines), inorganic capability acquisition (Raw Power in 2023 for battery technology know-how), and brand-led multichannel marketing (2026 campaign targeting 22M advertising exposures across TV, digital, and sports sponsorships). The company holds ISO 9001 (since 1996, first in Italian OPE sector), ISO 14001, REACH compliance, and 2024-2025 gender equality certifications.

Name

Emak

Legal name

Emak S.p.A.

Website

https://emak.it

Company type

Public

Founded year

1992

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Emak S.p.A. is an Italian publicly traded manufacturer of outdoor power equipment (chainsaws, mowers, brushcutters, battery tools) sold under four brands through 5,000+ dealers in 110 countries, serving professional and consumer markets in gardening, forestry, and small-scale agriculture.

Ownership category

akta.pro rank

Product category

Outdoor Power Equipment

NAICS

Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112), Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311), Power-Driven Handtool Manufacturing (333991)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Farm Machinery & Equipment (3523), Engines & Turbines (3510)

akta.pro primary industry

Farm Material Handling & Attachments (Loaders/Implements) (IMAHACAI)

akta.pro secondary industries

Outdoor Power Equipment Parts & Service Retail (CRAIAIAE), Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)

Keywords

• Outdoor power equipment
• Gardening machinery
• Forestry equipment
• Lawn mowers
• Agricultural machinery

Headquarters

HQ city

Bagnolo In Piano

HQ country

Italy

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Outdoor Power Equipment Sales: Emak generates revenue primarily through the sale of outdoor power equipment including lawn mowers, brushcutters, chainsaws, tractor mowers, zero-turn mowers, and accessories. The company operates under multiple brands (Efco, Oleo-Mac, Bertolini, Nibbi) serving gardening, forestry, and small agriculture markets.
2. Accessories and Technical Clothing: Sale of accessories and technical protective clothing for green maintenance operations through e-commerce and dealer network.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Emak designs, manufactures, and distributes a comprehensive range of outdoor power equipment for gardening, forestry, and small-scale agriculture. The portfolio spans 24 product families with over 270 models, including chainsaws, brushcutters, walk-behind and ride-on lawn mowers, zero-turn mowers, hedge trimmers, sprayers, chippers, motor cultivators, battery-powered equipment, and accessories, sold under four brands: Efco, Oleo-Mac, Bertolini, and Nibbi.

Product overview

Emak is an Outdoor Power Equipment company operating in the OPE sector for over 50 years, offering a comprehensive portfolio through four sub-brands: Efco and Oleo-Mac (for gardening and forestry), and Bertolini and Nibbi (for small-scale agriculture). The product portfolio spans 24 product families with over 270 models, including chainsaws, brushcutters, lawn mowers (walk-behind and ride-on including zero turn mowers), hedge trimmers, sprayers, chippers, motor cultivators, battery-powered equipment (40V platform), and portable power stations. Products target both professional users and private consumers, with Emak designing and developing each product through internal teams using advanced technologies including 3D printing and virtual reality in their engineering center.

Differentiator

Problem solved

Functional benefit

Brands

• Efco: Brand for gardening and forestry equipment serving both private users and green professionals
• Oleo-Mac
• Bertolini
• Nibbi

Products and services

• Zero Turn Ride-on Mowers (ZT 108/19 K and ZT 117/24 K) Zero-turn ride-on mowers with technology allowing the machine to rotate on its axis with independent hydrostatic transmissions, reducing turning radius to zero and minimizing uncut zones. Sold under Efco and Oleo-Mac brands for both private gardens and professional use.
• Mulcher 85 and Professional 4x4 Ride-on Mowers (APACHE 85, TUAREG 85, CHEYENNE 92 4x4, TONKAWA 92 4x4) Ride-on mowers including Mulcher 85 models (APACHE 85 2WD under Oleo-Mac and TUAREG 85 2WD under Efco) with lever-controlled hydrostatic transmission, automatic locking differential, electromagnetic blade engagement, and built-in Cruise Control. Professional models CHEYENNE 92 4x4 and TONKAWA 92 4x4 with 4x4 transmission.
• ALLROAD FLEX 4 and MR/LUX 55 Lawn Mowers Renewed walk-behind lawn mower lineup with ALLROAD FLEX 4 models featuring 4-in-1 cutting modes (rear collection, side discharge, mulching, direct discharge) and MR/LUX 55 series powered by Emak K 805 OHV engine. New wheel design with bearings for improved smoothness.
• Chainsaws (Motoseghe) Chain saws for forestry and wood cutting applications sold under Efco, Oleo-Mac, and Bertolini brands. Oleo-Mac 260 was the first product of the brand launched in 1972.
• Brushcutters (Decespugliatori) Handheld brushcutters for vegetation clearing and trimming sold under Efco and Oleo-Mac brands. Efco launched its first brushcutter in 1978.
• Battery 40V Products Cordless outdoor power equipment operating on 40V battery platform for Efco and Oleo-Mac brands, expanding the battery-powered product range following Raw Power acquisition in 2023.
• Hedge Trimmers (Tagliasiepi) Powered hedge trimmers for garden maintenance and landscaping applications sold under Efco and Oleo-Mac brands.
• Sprayers (Atomizzatori a spalla) Backpack sprayers for agricultural and gardening applications, featuring handheld portability and versatility.
• Chippers/Shredders (Trinciatutto) Heavy-duty chippers and shredders for intensive use across Efco, Oleo-Mac, Bertolini, and Nibbi brands.
• Motor Cultivators (Motocoltivatori) Motorized cultivators for soil working sold under Bertolini and Nibbi brands, with Giugiaro Design signature for intensive-use models.
• Portable Power Station PSi 1650 Portable charging station expanding Emak's energy product range, providing mobile power solutions for outdoor activities.

Quantifiable outcome

• Reached 110 countries worldwide
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Raw PowercoreStrategic or Co-development Partner · 1 January 2023Entry into Raw Power in 2023 enabled significant strengthening of know-how in battery technology, considered the most important technology for future competitiveness in the battery-powered product market.
• HilticoreStrategic or Co-development Partner · 1 January 2010Industrial partnership agreement signed in 2010 with Hilti, a global leader in construction equipment, for joint technological development of new tree truncator models. The partnership focused on combining Emak's outdoor power equipment expertise with Hilti's construction technology capabilities.
• Università21minorOthersCollaboration with Università21, the first association in Italy enabling students with intellectual disabilities to have an authentic university experience, promoting autonomy, personal growth, and social relationships. Emak has supported the project since 2022, accompanying a path that looks beyond education toward real job placement.
• University of Reggio EmiliaminorStrategic or Co-development PartnerCollaborations with universities including Reggio Emilia for research and development of new gardening technologies, contributing to continuous professional growth of the team.
• University of FlorenceminorStrategic or Co-development PartnerAcademic partnerships for research collaboration in garden equipment technologies and innovation development.
• University of TurinminorStrategic or Co-development PartnerAcademic partnerships for research collaboration in garden equipment technologies and innovation development.
• TreedomminorGTM or Marketing PartnerPartnership with Treedom to promote the battery product range while supporting environmental initiatives through tree planting programs.
• EGMF (European Garden Machinery Federation)minorOthersActive member of EGMF which represents European garden, forestry, and lawn care machinery manufacturers. EGMF members include 30 European manufacturers and 7 national associations from Belgium, France, Germany, Italy, Netherlands, Spain, and UK.
• FederUnacomaminorOthersMember of FederUnacoma (National Federation of Agricultural Machinery Manufacturers), which groups Italian manufacturers including those in garden machinery (Comagarden). Member companies represent 80% of national production in their sectors with 65% export.
• EuromotminorOthersAssociation representing worldwide manufacturers of internal combustion engines and alternative propulsion systems, founded in 1991. Emak has been a member for several years and actively participates in working groups.
• SAE InternationalminorOthersParticipation in SAE International through individual technician affiliations and as a member of the Scientific Committee of the SAE SETC International Congress, enabling collaboration with research centers and universities.
• eFuel AllianceminorOthersOrganization promoting industrial production and global use of synthetic fuels (e-fuels) to reduce CO2 emissions. Emak is a member contributing to sustainability advocacy in the industry.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Husqvarna Group: Swedish global leader in outdoor power equipment (chainsaws, robotic mowers, ride-on mowers) and forestry. Most directly comparable peer to Emak across professional and consumer OPE segments, with similar multi-brand portfolio (Husqvarna, Gardena, McCulloch, Flymo) and global dealer distribution.
• Briggs & Stratton: US manufacturer of small engines for outdoor power equipment and standalone engine supplier. Closely comparable via Emak's Tailong (Zhuhai) cylinder/engine component manufacturing and shared customer base of OPE OEMs.
• STIHL: German privately-held manufacturer of chainsaws and outdoor power equipment with global dealer network. Direct competitor in chainsaws and brushcutters where Emak's Oleo-Mac brand competes, with similar professional/consumer segment strategy.
• MTD Products (Cub Cadet, Troy-Bilt): US-based manufacturer of outdoor power equipment across multiple brands (Cub Cadet, Troy-Bilt, Remington). Direct peer in walk-behind and ride-on lawn mowers serving similar residential and light commercial customer segments.
• The Toro Company: US-listed manufacturer of lawn mowers, ride-on mowers, zero-turn mowers, and turf maintenance equipment. Directly competes with Emak in professional and consumer lawn mowing segments, with comparable zero-turn technology and dealer distribution model.

Emerging players

• Greenworks Tools: Battery-focused outdoor power equipment manufacturer with direct-to-consumer distribution strength. Comparable as a growing competitor in cordless OPE where Emak is pivoting via Raw Power acquisition, though Greenworks operates with significantly smaller global footprint.
• Alfred Kärcher SE & Co. KG: German cleaning equipment manufacturer expanding into battery-powered outdoor products. Comparable as a European mid-cap player entering adjacent outdoor categories, though Kärcher's core business remains indoor cleaning rather than OPE.

Broad incumbents

• Deere & Company (John Deere): Global leader in agricultural, construction, and forestry machinery including residential/consumer lawn equipment. Comparable in ride-on mowers and small agricultural equipment (where Emak's Bertolini/Nibbi brands compete) though Deere operates at vastly larger scale.
• Honda Power Equipment: Division of Honda Motor Company producing engines, generators, pumps, and outdoor power equipment. Comparable via small engine technology that competes with Emak's offerings, though Honda operates as a broader diversified incumbent across many equipment categories.
• Kubota Corporation: Japanese manufacturer of agricultural machinery, compact tractors, and outdoor equipment. Comparable in small-scale agricultural equipment (motor cultivators, tractors) where Bertolini/Nibbi brands compete, though Kubota is substantially larger and more diversified.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/EmakGroup
• LinkedInit.linkedin.com/company/emak-s-p-a-
• Facebookfacebook.com/EmakItalia

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries10 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 Emak