Telion

What Telion does

Telion AG is a privately held Swiss wholesale and distribution company headquartered in Schlieren, founded in 1924 as a pioneer in radio technology and operating continuously for 101 years. The company markets and distributes 18 international premium brands — including Braun (general agency since 1947), SMEG, Loewe, Duracell, Revlon, Honeywell, Vogel's, SmartMetals, Leica, and Tivoli Audio — exclusively across the Swiss market. Its portfolio spans consumer and professional electronics, household appliances, health and beauty products, and batteries.

The business operates a 360-degree service model covering four pillars: brand development (product marketing, merchandising, brand activation, category management), sales (key account management, field service, B2B shop, B2C shop, showrooms), distribution (own warehouse with 3,000+ products, drop shipping, data interfaces), and after-sales support (repair service, technical support, dealer applications). Technology is limited to the B2B/B2C e-commerce dealer shop and CRM-style interfaces; no proprietary platform, API, or AI/ML systems are disclosed.

Telion generates revenue through wholesale margins on branded hardware products sold to Swiss retailers and specialist dealers, with services bundled into the offering. Pricing follows net ex-works terms with 30-day payment cycles, and resale prices are set by the buyer. The customer base is diversified across many Swiss retailers and end-consumers via B2B/B2C channels, with no single dominant customer disclosed. The company is led by Managing Director Matthew Neumann, employs approximately 33-35 people, and has remained independent and privately owned since founding, with no disclosed funding rounds, M&A activity, or institutional investors.

Name

Telion

Legal name

Telion AG

Website

https://telion.ch

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

11–50 employees

Short description

Telion AG is a privately held Swiss wholesale and distribution company founded in 1924 that distributes 18 international premium brands (Braun, SMEG, Loewe, Duracell, Revlon, etc.) exclusively across Switzerland through B2B/B2C shops, showrooms, field sales, and a 3,000+ SKU warehouse.

Ownership category

akta.pro rank

Product category

Wholesale Distribution Services

NAICS

Electronics and Appliance Retailers (4492)

SIC

Wholesale-Electrical Appliances, Tv & Radio Sets (5064)

akta.pro primary industry

Luxury Retail & Clienteling (Boutiques/Omnichannel) (CRAKAFAM)

akta.pro secondary industry

Electrical, Electronics & Telematics Aftermarket Parts Distribution (TLAKAOAF)

Keywords

• Wholesale distribution services
• Consumer electronics distribution
• Household appliance wholesale
• Brand development services
• Retail distribution logistics

Headquarters

HQ city

Schlieren

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale distribution of branded products: Telion generates revenue by distributing high-quality branded products from well-known manufacturers to retailers in Switzerland. Their revenue comes from the margin/spread between wholesale purchase prices from brand manufacturers and resale prices to retailers. Services include sales, key account management, merchandising, goods logistics, warranty services, technical support, product training, and project management.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Telion AG is an independent Swiss wholesale and service company that distributes branded consumer products from well-known international manufacturers to Swiss retailers and specialist dealers. Its 360-degree offering spans brand development (product marketing, merchandising, brand activation, category management), sales (key account management, field service, B2B and B2C shops, showrooms), distribution (logistics from its own warehouse with over 3,000 SKUs, drop shipping, interfaces/data connection), and after-sales service (repair, technical support, product training).

Product overview

Telion AG is an independent Swiss wholesale and distribution company founded in 1924, operating as a distribution partner for multiple international branded products across the Swiss market. The company's offering consists of a B2B dealer shop platform for trade partners and B2C shop for consumer purchases, complemented by comprehensive distribution, logistics, brand development, and after-sales service capabilities. The product portfolio spans Health & Beauty (Braun Health & Wellness diagnostics, Revlon hair tools), Household & Batteries (SMEG retro kitchen appliances, La Pavoni espresso machines, Duracell batteries, Honeywell fans, Vicks health products), Industrial Batteries, and Consumer & Professional Electronics (Loewe premium TVs and audio, We. by LOEWE, Vogel's TV mounts and motorized lift systems, SmartMetals electric display lifts, Leica cameras, Tivoli Audio). The company differentiates through its 360-degree service offering combining sales, marketing, logistics, and brand management under one roof, with over 3,000 products stocked in its own warehouse for rapid delivery across Switzerland.

Differentiator

Problem solved

Functional benefit

Products and services

• Telion Dealer Shop (B2B Shop) Password-protected B2B e-commerce platform for accredited specialist dealers and trade partners, providing product information, availability, dealer-specific pricing, and online ordering.
• Telion B2C Shop Direct-to-consumer online shop selling Telion's distributed branded products (Braun, SMEG, Loewe, Duracell, Revlon, etc.) to Swiss end customers.
• Telion Distribution & Logistics Services End-to-end distribution services for the Swiss market, including drop shipping, logistics from Telion's own warehouse, and interfaces/data connection for retailer system integration.
• Telion Brand Development Services Sales and marketing services for brand manufacturers, including product marketing, merchandising, brand activation, and category management across the Swiss market.
• Telion Service & Support After-sales services including repair service, customer service/support, technical support, product training, and dealer application processing for distributed brands.
• Braun Health & Wellness Distribution

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core, minor and flagship.

• BrauncoreChannel Partner/ Reseller/ DistributorTelion holds the general agency for Braun products in Switzerland since 1947. Braun is a leading German brand for electrical appliances including health & wellness products, thermometers, blood pressure monitors, and other diagnostic devices.
• SMEGcoreChannel Partner/ Reseller/ DistributorSMEG is an Italian manufacturer of premium kitchen appliances. Telion distributes SMEG products in Switzerland including refrigerators, microwaves, coffee machines, and small appliances. Notable collaboration with Porsche on limited edition collection.
• LoewecoreChannel Partner/ Reseller/ DistributorLoewe is a German luxury consumer electronics brand known for premium TVs, audio products, and coffee machines. Telion distributes Loewe products in Switzerland including the Loewe Vega smart TV and Loewe aura.pure coffee machine.
• DuracellcoreChannel Partner/ Reseller/ DistributorDuracell is the world's leading manufacturer of high-performance alkaline batteries and rechargeable batteries. Telion distributes Duracell products in Switzerland.
• RevloncoreChannel Partner/ Reseller/ DistributorRevlon is a leading global cosmetics company. Telion distributes Revlon hair tools and beauty care products in Switzerland including hair dryers, straighteners, curling irons, and foot spas.
• HoneywellcoreChannel Partner/ Reseller/ DistributorHoneywell manufactures fans and air circulation products. Telion distributes Honeywell products including tower fans, stand fans, and table fans in Switzerland.
• VicksminorChannel Partner/ Reseller/ DistributorVicks is a brand of cold and flu products. Telion distributes Vicks products in Switzerland.
• La PavoniminorChannel Partner/ Reseller/ DistributorLa Pavoni is an Italian espresso coffee machine manufacturer. Telion distributes La Pavoni products in Switzerland.
• Vogel'scoreChannel Partner/ Reseller/ DistributorVogel's is a Dutch manufacturer of TV mounting and support systems. Telion distributes Vogel's products in Switzerland including consumer and professional mounts, lift systems.
• LeicaminorChannel Partner/ Reseller/ DistributorLeica is a German manufacturer of cameras and optical instruments. Telion distributes Leica products in Switzerland.
• Tivoli AudiominorChannel Partner/ Reseller/ DistributorTivoli Audio is an American manufacturer of premium audio equipment. Telion distributes Tivoli Audio products in Switzerland.
• SmartMetalscoreChannel Partner/ Reseller/ DistributorSmartMetals is a manufacturer of display mounting solutions including electric lift systems, floor stands, wall lifts, and accessories. Telion distributes SmartMetals products in Switzerland.
• 24BottlesminorStrategic or Co-development PartnerItalian sustainable bottle manufacturer. Collaboration with SMEG on a collection combining iconic aesthetics with everyday functionality - a tribute to Italian creativity, sustainability and style.
• Porsche Lifestyle GroupflagshipStrategic or Co-development PartnerPremium collaboration between Porsche and SMEG creating a limited edition collection of kitchen appliances inspired by the Porsche 917 KH. Limited to 1,970 numbered pieces for the red refrigerator and coffee machine. Collection includes FAB28 refrigerator, fully automatic coffee machine, blender, kettle, and toaster.

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Regional players

• Brack.ch (Competec Group): Major Swiss online retailer for electronics, household appliances, and consumer goods. Comparable to Telion in assorting the same premium CE and household categories (Loewe, SMEG-adjacent brands, etc.), competing for the same Swiss end-customers via e-commerce fulfillment rather than wholesale.
• MicroSpot AG: Swiss online retailer specialized in consumer electronics, IT, and household categories within the Competec Group. Competes with Telion's B2C shop for end-customer purchases of the same CE and kitchen product types.
• Digitec Galaxus AG: Switzerland's largest online platform for consumer electronics and household goods, including premium-brand SKUs from vendors similar to Telion's portfolio. Comparable as a Swiss-first CE/household distribution and fulfillment counterpart, though pure-play online rather than wholesale/agency.
• Dipl. Ing. Fust AG: Swiss multi-channel retailer and distributor of household appliances, electronics, and consumer goods with a strong Swiss dealer footprint. Comparable to Telion in carrying premium kitchen and CE brands (e.g., SMEG-aligned product lines) and in combining retail showrooms with delivery and after-sales service in Switzerland.

Others

• Comet Group: Swiss-listed technology group, primarily in industrial and X-ray-related markets. Included as an adjacent Swiss operating peer rather than a direct competitor—useful for benchmarking Swiss SME governance, but no overlapping distribution business.
• Loewe Technology GmbH: German premium consumer-electronics and audio brand whose Swiss general agency is held by Telion. Not a peer in the same role (Telion is Telion's distribution partner), but included to illustrate principal/partner overlap that grounds Telion's portfolio and channel risk.

Broad incumbents

• Expert SE: European marketing and distribution group for consumer electronics and home appliances, coordinating procurement and services across member retailers. Comparable to Telion's brand-development and category-management role across a multi-country retail base, though at pan-European scale.
• Conrad Electronic AG: European multi-channel distributor and retailer of electronics, components, and consumer technology with a Swiss entity. Overlaps with Telion in CE category distribution and direct-to-Swiss-customer sales channels but operates at substantially larger European scale.
• Euronics Group: Europe-wide CE and home-appliance retail and purchasing group, aggregating independent retailers to negotiate agency terms with manufacturers. Comparable to Telion's role bridging international brands and Swiss retailers, but operating across multiple European geographies.

Direct peers

• ALSO Holding AG: Headquartered in Emmen, Switzerland, ALSO is one of Europe's largest wholesale distributors of IT and consumer-electronics products, serving resellers, retailers, and managed-service providers. It is the closest like-for-like peer to Telion: a Switzerland-rooted CE/wholesale distributor with vendor-agency relationships, value-added logistics, and digital reseller portals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Telion